Once upon a time, I rented a tiny movie theater to show some short films – one being my documentary about movie piracy. The theater had less than 40 seats, so you’d think that filling it should’ve been a piece of cake, right?! Me too. Sadly, I failed to sell even one single ticket for this one-time event. In retrospect, it was one of the most daunting business mistakes that taught me a few lessons.
Master the Art of Shameless Self-Promotion
Aside from attending a community event (and ended up running into my high school English teacher) in hopes of selling tickets to the show and spreading the word about this one-time movie screening, I didn’t tell many people about it. So, my lack of promoting affected ticket sales. Scheduling an event and marking it on the calendar isn’t enough. Once that screening date is confirmed, everyone and their mother should know about the when, what and where of how this thing is going down.
These details should also be listed in the “events” sections of local publications, arts organization newsletters and community websites – especially if the film playing has a limited release, as it’s even more dependent on as much attention as it can garner from traditional and new media outlets. Reaching out to bloggers is also a must even if that means a few tickets have to be given away, for the possibility of getting some quotable movie reviews.
T is for ThoughtsDon’t Spend What You Don’t Have
The expenses for this movie screening were relatively low, so I thought my profit margins would be high. None of this matters when you’re not bringing in any sales whatsoever, so it’s important to have clear projections for three things -- how much you want to make, how you’re going to make it and how much you can afford to spend on every part of this process.
The costs associated with my documentary film screening were spent on credit that wasn’t easy to repay since my (extremely) limited theatrical event was a box office bomb. So operating with a reality-based budget that includes what is actually available to spend can help prevent situations in where one single event costs you much more than what you bargained for, considering your financial losses due to not selling any tickets.
Leverage What You Have to Salvage What You Can
A lack of willpower may be the reason why I lost out on revenue but a lack of creativity in figuring out ways to make such an undesirable situation work for me is what led to such a disappointing venture. Quick action and resourceful thinking can turn things around to pack an event if you adjust your goals. Two people showed up to watch the films I was playing at the theater – my mom, accompanied by my aunt. I invited them at the last minute to make sure the time slot I paid for in the theater rental agreement was put to good use. Now I realize that it would be best to not stop at two people.
Unsold tickets can be turned into invitations for customers who frequent nearby shops, area tourists looking for something to do, media journalists, friends, friends of friends and their family, neighbors, co-workers and almost anyone with a beating heart who doesn’t mind watching a few indie movies they never heard about. At the end of the day, this approach helps to get a packed house while providing the ability to create buzz from the audience response – all of which could be used on my blog or website to promote the film, and possibly a future screening that attracted more interest.
How good are YOU at planning events?