by NOSIPHO MNGOMA
The Film Revolution Will Be Tweeted
by NOSIPHO MNGOMA
Although traditional media still plays an important role in film promotion , industry professionals say one cannot dispute the power of 140 characters .
Taking part in a panel discussion to assist filmmakers harness the power of the media in distributing their films , Nilesh Singh of Videovision Entertainment observed that social media has drastically affected the way film marketing is done . “ It is a different trajectory .”
Durban International Film Festival ( DIFF ) publicist Sharlene Versveld agrees . “ There has been a huge increase in coverage for the festival since online media came about .” She said the number of online hits for the festival has doubled since last year . It has become so important to have an online presence particularly on social networks that Versveld feels there is a need for a dedicated social media manager for the festival in future . “ After the banning of the opening night film , there was a flurry on Twitter and it has been a blessing and a curse ,” she said .
However she maintained that the print media was still crucial in marketing films . She encouraged filmmakers to take advantage of it by preparing press kits which make it easy for journalists to extract and use information . Stressing the importance of still photographs of a printable quality she said , “ think through the film imaging , the picture you give to
the media could influence the coverage you get .”
Singh also advised filmmakers not to take electronic press kits for granted . “ Capture the most important interviews on set ; talk to the cast about their roles and the director about his / her vision .”
He said these interviews would also provide angles for writing press releases that would capture the attention of newspaper editors .
Young people may prefer micro-blogs , status updates and to live in a virtual world with friends and followers they may never meet face to face , but that does not replace the success of person to person marketing .
Film critic Leon van Nierop , who contributes to some of South Africa ’ s biggest newspapers , cited the marketing strategy for the film Bakgat ( 2008 ) to demonstrate this . They targeted areas where young people congregated on beaches and pop festivals , and handed out pamphlets . “ This very practical , courageous and hand to hand strategy encouraged discussion and interest , so people talked about the film . It was one of the most successful marketing campaigns and literally reinvented the Afrikaans film ”, he said .
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