Lessons Learned At The Vancouver Web Fest

Vancouver Lookout at Harbour Centre Tower

Takashi Murakami: The Octopus Eats Its Own Leg

I attended the Vancouver Web Fest (VFW) in April with the primary goal of learning as much as possible from the panels and speakers. As a new producer, I "don't know what I don't know" and wanted to take everything in with an open mind.

Here are the most interesting tidbits I picked up from the festival.

Meet Canada's Funders

Meet Canada’s Funders: Who's funding, what are they funding and who is eligible

The first panel of the festival was a whirlwind tour of a variety of film funding programs available.

Here's the list of funders who participated (that we in Saskatchewan are interested in), with direct links to their funding programs:

• Canada Media Fund. The CMF is a not-for-profit corporation that delivers $352 million in funding annually to support the Canadian television and digital media industries through two streams of funding.
• Independent Production Fund.  A charitable corporation focused on funding Web Drama Series, TV Productions, and Professional Development.
• Telus Fund. Focuses on exceptional content that promotes the health and well-being of Canadians, through funding programs for Development, Production, and Discoverability.
• Telefilm Canada. Supports all stages of a feature film, from development, to production and post-production, to marketing to audiences both at home and abroad.
• Bell Fund. Supports Canadian media content makers in creating for and connecting with, audiences here and everywhere.

Social Media, How To Build An Audience For Your Personal Brand

Social Media, How To Build An Audience For Your Personal Brand

Here are the most interesting tips I picked up from the Social Media session:

• When filming, stay engaged with your audience. Share behind-the-scenes stories or trivia.
• NDA's and social media guidelines are increasingly being used on sets - pay attention and follow the rules. Ask questions if you're not sure.
  • Rules may including things like "no costumes" or upcoming dates for scheduled "behind the scenes" posts
• In the film industry, the question "why you" is often asked. Why are you the right director/producer/actress/etc. for this story? Your social media activity should help you answer the "why you" question. 
• Focus on: yourself, your news, your goals. You don't have to make things up - because it's about you!
• Find hooks - how does your story connect with other things people are talking about?
• Instagram:
  • Your visual resume
  • Showcase interesting conversations and collaborations
  • Behind the scenes shots
  • Pay attention to new content styles and become an early adopter. Service algorithms often highlight the use of new features - ride the wave
• Facebook
  • Separate personal and professional -> lock down your personal. Different purposes. Keep fans out of your family stuff.
  • Give your followers and fan base exclusive information and content
  • Establish a pod, ask them for help. @ 4:15 I'll be posting - help me  get the word out!
• Twitter
  • Public chats - encourage dialog
  • Monitor trends, #participate where appropriate
  • @ mention others
• Link to influencers
• Pay attention to trending, especially regional or related to your niche

Working with Professional Performers, How and Why?
The Professional Performers panel discussed how working with unions and professionals can have a positive effect on your production:

• ​Producing is 90% paperwork. Can be daunting. Use checklists.
• Unions are great at answering questions on a wide range of topics. Ask away!
• Unions have started adding 'ultra-low budget agreements' - you can do low budget films with big talent!
• Make sure you are writing "actor bait" to get the actors you are looking for.
  • Will this challenge them?
  • Can they win an award with this character?
  • Does it break them out of a typecast?
  • Don't be afraid to ask them what they want from a film. Establish a personal connection.
• Collect your "Noes". Producers will hear the word 'no' a ton. Expect it. Enjoy it. It's a sign that you are stretching and learning. If you aren't getting lots of noes, you aren't pushing hard enough.
• IMDBpro is worth the upgrade
• Casting directors raise the caliber of your talent. Great 'black books'.
• Call agents. Facebook works for this!
• But also, be shameless and passionate. Don't be afraid to bypass agents to collect more actor noes (and the occasional yes!)
• Phone agents and get to know them. Meet agents in town. Build relationships.

How to Craft a Successful Pitch
This pitching panel included successful film pitchers and industry execs that hear pitches every day:

• Clarity and focus. Pitch and re-pitch. Practice.
• Show lots of passion for your story.
• Start with one sentence.
• Character driven pitches are great. Empathize with your character.
• Show the world - films are all about imagery.
• Get access to a story or person that no one else can get. "Why are you the person to tell this story?"
• Don't leave paper or anything behind. Distracting in the room. Can email the information - but in the room you want people to look at you.
• Elevator pitch in 30-60 seconds. 90 is too long.
• Listen to the reactions. Pay attention to the words used. When responding, embrace those words.
• Ask questions. Keep a conversation going.
• Get them invested and participating.
• Have an open mind. Be collaborative. They want to be collaborative. They want to help. Accept their help. Be fun to work with.
• Do follow up with materials.
• Be careful not to give too much. Don't give them things to say no to.
  • Once they say yes; stop talking about the story. Agree on next steps instead.
• Go in with a carefree attitude. You will get lots of noes. Who cares? You will get a yes eventually.
• Believe in your ability to sell this. You just haven't found the perfect match yet.
• A "no" is never the end. People change jobs. Goals change. Timing is everything. Give updates even if they said no.

How to Run a Successful Crowdfunding Campaign
The crowdfunding workshop led by Ben Dobyns, an executive producer and director for Zombie Orpheus Entertainment, was my favorite session of the festival:

• Ben asked the group for our pain points with crowdfunding, which included:
  • Begging
  • So many chats and 1-1 messages
  • Team is not on board
  • Did we pick prizes that people want?
  • Fees - are we spending too much fulfilling rewards?
  • Can't go back and ask for more - need to get it right
• Crowdfunding is not about the money
  • It's about building a committed audience
  • Who have an emotional investment in your success
• Ask yourself - how can you engage the skills and experiences of your fans?
  • Caption language translation
  • Marketing
  • Rabid support for your work
• Google "success metrics for Kickstarter"
• Once you hit a certain level of support (80%?), the Kickstarter will succeed.  Seen it many times. Fans finding more fans. Fans that up their support.
• Leverage your community
  • Ask for help
  • Ask for help finding new members and influencers (i.e. people with a large audience on social media)
  • Your community will feel good about helping - they are part of the team's success.
• Fulfill the conditions for success before you launch your Kickstarter
  • Example - set up a sign up page letting people know the Kickstarter will happen once 4,000 people sign up
• "Have faith in us" doesn't work as a Kickstarter approach. Don't use it. Show how competent the team is instead.
• Create desire for your product
  • People should be begging - "this needs to exist"
  • Amazing trailer
  • Amazing story
• Kickstarter isn't a funding campaign, it's a marketing campaign.
  • "Come join this cool thing that is bigger than all of us."
  • The marketing campaign builds your audience that will sustain your work beyond this campaign. Not just about this work - it's about the next work. Think long-term about your audience.
• Don't take a top down approach: "fund my vision"
• Take a community approach. The community has power. Empower your fan base. Their feedback drives real change.
  • Example tag line: "No studio - no network - no cancellation". Make it clear if the community wants this, they will get it.
• Fight the consumerization of awards on Kickstarter. We're not retailers, we're filmmakers.
• Budget ranges
  • 70-75% for Production
  • 20% for Fees
  • 5-10% for Awards
• Use Backerkit
  • Charge shipping later (and make sure you let people know this up front)
• Watch out for fixed costs on small projects - can ruin your Kickstarter funds.
• Watch out for the % required to fulfill each reward level. Needs to be balanced with the contribution level.
• Own your audience. Don't let Kickstarter or Facebook be your audience owners.
  • Unfortunately, email lists are the best way today to own your audience.
• Make higher level rewards that are more compelling and attract special types of contributors. Works of art, unique experiences.
• Should we hire a campaign manager?
  • Maybe
  • Most of these companies have experience with product Kickstarter campaigns, not films.
  • Film is totally different, completely different strategy
  • Look for a track record in the film category, not just Kickstarter experience

​All in all, VWF was a fantastic festival for me - I learned a ton and had a great time. I will be back.

​ - Derick