A documentary leverages emerging digital tools and marketing techniques to get people’s butts into the seats
Ready, Set, Bag! is a new documentary that has leveraged social media to promote the film’s release in local theaters as well as take advantage of cause marketing. The digital savvy filmmakers partnered up with Groupon, a website that enables businesses to offer great deals to people in their communities. Through Groupon the filmmakers made pacts with local theaters, $1 of each ticket sold will go to food banks near the theater to help feed the community. So far 100% of theaters have agreed to carry the film. Furthermore, the filmmakers are playing the trailer on Blip.tv (see below) and all advertising revenue is going to support the charity of Feeding America.
This recent project highlights various trends happening in filmmaking and in business in general. Filmmakers are getting savvier when it comes to leveraging online to support their projects. For example, Kickstarter, an online site that enables you to raise funds for projects is turning into a go-to for filmmakers who need to raise money to fund their films.
Furthermore, filmmakers keep exploring new means of distribution, for example this year Sundance enabled filmmakers to distribute the film through VOD services and the internet.
Lastly, the trend of embedding the pay-it-forward element into you’re your business model is really hot right now. Expert calls this cause marketing and it looks to be a win-win for everyone involved.
In an era of change, new distribution models and business plans are emerging. Sure, Ready, Set, Bag! might not win an Academy Award but you have to tip your hat to the producers for leveraging all the tools available in order to, as they like to say in Hollywood, get people’s butts into the seats.