The Power of Press Kits for your Film Festival Strategy: A Guide for Independent Filmmakers

Great news, your film has been accepted into a festival. For many independent film producers, as they focus their time and resources on logistics, an area that is  overlooked is setting aside sufficient time to plan and create the right media materials. A press release, trailer and a few photos on its own is not enough, a well-crafted press kit that has all of this and some more, is your secret weapon. It showcases the filmmaker's vision, delves into the heart of the story, and captures the key elements of the filmmaking process. You want to grab their attention with the press release and then take the media on a journey, with a deeper dive with the press kit. 

Successful Festival 

This guide looks at what needs to go into a press kit, helping you make the most of this opportunity. With the right materials in place, including a press release, a press kit, and a trailer, this can help in generating previews, reviews and features. When putting together a well-thought-out press kit, consider as a starting point the information the media need, as well as a chance to craft a compelling narrative around your project to get them excited. With some careful planning and strategic thinking, you can give your film the best chance of success. These are some of the essentials you need to think about when planning your press kit, in order to create media buzz as well as the interest of potential buyers and sales agents at the festival.

Think About a Plan

This is a given, to work on getting all the materials ready for the festival and start identifying what is missing. Use the time to firstly gather all the information you need to help promote your film. Think about how much time and resources you have, between now and the festival date, and if people on the team can help or do you need to get outside support. 

The Press release

At the same time, on top of all the other logistics, don’t panic if you feel time is not on your side and you have limited resources. At the bare minimum it is essential to have a press release. This is the key information you will need to include to send out to the media for previews, reviews, interviews and features. 

This should follow a standard format and be no more than two pages helping to get across the core essentials of the project, with the opening paragraph containing the key information about the film for media that are scanning. Sometimes breaking down sections of the release with headers can also help. Make sure you include a quote from a director or producer. You can stretch to two quotes if you feel this will add to making the press release stand out. Ultimately the release is there, for some media to get the key essentials on the film, and remember some will do a preview or write up based on what is in here.

If there is a newsworthy side to the film or documentary then do bring this out as well, or something interesting about the production that media should know about. At front of mind think about the audience for the film, and also the media that will be reading this, and why they should see this film. You are selling the film, but use language that is not overly promotional and try not exaggerate either. However sometimes media will need far more information and this is where a press kit comes in. 

Press Kit Overview

Most films, actually all films should have a press kit by the time they are ready to screen films, which goes into more detail on the film. Think of this as the platform where you can really showcase the key parts of the film that you want to call out from the story through to the production. The audience for this is not only media, but if you are trying to also sell the film, for film buyers and to help sales agents when they come on board.  

Whilst covering the key essentials, see the press kit as allowing the media to understand why you made this film, or why this is a story that needed to be told. So this is a chance to go into the weeds of the film, the screenplay and the characters, the filmmaker’s vision as well, as well as the overall production process. 

Strategic Approach to Press Kit 

If you are struggling, it may be a case you are too closely attached and need some fresh perspective on this. This is where having a strategic approach really helps understanding how you are attempting to market the film. If in doubt as to what to focus on, looking at how you want to position your film, as well as the highlights from the overall production process, will help. If you have a budget, bringing in a writer or a film publicist and strategist can help prepare the materials needed. 

Some are brief and to the point, whilst some also focus on creative presentation as much as on the content, whereas others have a lot to pack in, and use this to go into real detail. A weighty press kit is suited for a big feature film with big names, where there is a lot to say about the production and the filmmaking process. Remember that media are time poor so having clear sections, allows them to scan and dive into the bits they need. 

For the content, and to help put this together, having quotes from those in the film helps lift the press kit and gives the media a chance to drop these into their pieces if they don’t get access to talent interviews. Some feature sections where they list a Q&A with the key cast and crew, others weave it into the relevant sections. 

Hopefully you already have this, sourced during production, where you asked the cast about their character, the film and general observations and insights. Same with key crew members including the director, and yourself as the producer. If not then if you have time, getting some questions over to the key talent to answer, or to get them on the phone will be helpful. In many case these can be lifted from the electronic press kits - which includes interviews with cast and crew on set.  

Talent and Crew Quotes

Think and work smart as you plan ahead to the festival. If you don’t have many quotes from the talent and are unable to secure additional time with them, how can you as the producer and filmmaker, lead with your vision and use this as the spine of the press kit.  

Supporting Assets

Finally, think about supporting materials such as images from the production that you can use to promote the film, along with headshots of the actors, and for the media to use for any write ups. This includes supporting video trailer for the film, as part of the electronic press kit, interviews again with cast and crew and behind the scenes look at the production, if this is available. 

Needing Extra Support 

Creating effective press materials can be time-consuming, especially for independent filmmakers who have to think about the wider logistics to get ready for the festival. Partnering with a publicist to craft a well-organised press kit that captures your vision and why people should see the film, is an investment that will help you for this festival and further promotional work you undertake. Working with an expert can also take a more strategic view on how to position you and the film, uncovering angles you have not thought of. 

Once you have prepared the materials, next is planning the promotional strategy for the film, which we will look at in the next blog post.