Ep. 43 How to pitch your film

This week, I show you how to create a pitch video and sell your film to potential funders.

If you’re an aspiring documentary filmmaker with an important story to share, there’s one thing you need to get straight  how to pitch your film to potential funders.

Ah yes, the dreaded ‘p” word. If you’ve been keeping across the How to make a documentary series, I'm sure you knew this one was coming up.

Last week, I looked closely at crafting a compelling proposal. And the week before that I zoned in on pre-interviews, which are often used as part of pitching  your film idea. Now the time has come to really dig into it.

The thought of pitching leaves most filmmakers with an icky pang in the pit of their stomachs. Maybe it’s because it implies a certain level of salesmanship and we’re “creatives”. Maybe it’s because the idea of “pitching”  and what it means is still a bit blurry or perhaps it’s because pitching can be connected to public speaking and public speaking is rated as a greater fear than death. 

Maybe your worried about  all of the above.   And quite possibly it’s also because your film really matters to you and you want to get the green light to make it.  So the answer to your pitch is very important to you.  No one wants to get a no.  Not from a potential funder. 

But, if you want to make a film – a really, really good film – you do need to learn to embrace the concept of pitching and raise some finance.

Pitches put you front and centre with decision makers who can finance and champion your film. In short: if you want to bring your vision to life, you need to master the process.

Listen now and I'll show you how!

Want to learn more from me?   Head to www.MoonshineCommunicationsAcademy.com to find more great content and resources including my free ebook that will help you craft a compelling video story

Connect on social:
YouTube: @moonshinecommunicationsacademy
Instagram @moonshinecommunicationsacademy
Facebook: @moonshinecommunicationsacademy
LinkedIn https://www.linkedin.com/showcase/moonshine-communications-academy/

📩 Want to stay up to date with the latest? Head to www.thedocumentaryfilmmaker.com to join our weekly newsletter and get all resources to make you the best impact filmmaker in the business. 

Find & Follow The Documentary Filmmaker on social:
Website: www.thedocumentaryfilmmaker.com
Facebook:
Instagram: @TheDocumentaryFilmmakerPodcast
LinkedIn: Sue Collins [Host] || The Documentary Filmmaker [ Company Page]

Transcript

Copy Transcript Copied

SPEAKER_00 0:03

Hello, fellow creatives. It's that time of a week again. I am back, and today I'm talking to you all about how to pitch your film to raise finance. I know you're an aspiring documentary filmmaker and you have an important story to share. So this is one thing you need to get right. And it's not just about your story, although your story is incredibly important, but I'm talking about how to pitch your film to potential funders. Pitching, yes, the dreaded P-word. If you've been come keeping across the how to make a documentary series, I'm sure that you knew that this episode would be coming up eventually, and maybe you've even been waiting for it. It is an essential skill after all. Last week in episode 42, I looked very closely at crafting a compelling proposal. And the week before that, in episode 41, I zoned in on pre-interviews, which are often used as part of pitching your film idea. And now the time has come to bring it all together and really dig into how to pitch your film. And if the thought of pitching leaves you with an icky pang in the pit of your stomach, you are not alone. Most filmmakers really do find it pretty daunting, and maybe it's because it implies a certain level of salesmanship. And we're creatives, not salespeople. Also, it could be the idea that pitching and what that actually means is a little bit fuzzy for you. Or perhaps it can be because pitching can be connected to public speaking. And did you know that public speaking is rated as the greatest fear by most people, meaning they fear public speaking more than they fear death. Yes, some people would literally rather die than speak in public. But you're only going to be pitching your film publicly if you're in one of those pitching contests that are often run at film festivals or in conferences. So do not stress about this as a public speaking thing. It's not. But perhaps your, you know, your concern, your worry about pitching, it's about all of those things I've just mentioned, but quite possibly it's also because your film is really important to you and you want to get the green light to get it made. So the answer to your pitch is really, really on your mind. And no one wants somebody to hear the word no, especially not from a potential funder. But if you want to make a film, a really, really good film, you do need to embrace the concept of pitching and raise some finance. Why? Because pitching puts you front and center with decision makers who can finance and champion your film. In short, if you want to bring your vision to life, you need to master this process. So, how can I help you with pitching? In this episode on how to make a documentary, I'm going to cover the pitch video, how to share your pitch video, and what to do when you finally land that all-important meeting with a would-be investor. For those of you who don't know me, I am Sue Collins and I am part of the team behind Moonshine Agency, an impact film production house producing films that have a positive social impact. Impact films are films that are designed to take an audience from passive viewing to being an active participant. In other words, it gets them doing something, getting involved, being part of a solution. I've recognized that learning how to craft films is a challenging process. When I was just starting out, it was really hard to find information and learn about filmmaking without formal study or without being under the wing of a mentor. So avoiding the pitfalls like being pigeonholed, running out of funding, or simply not understanding the business side of the industry has meant that over the years I have seen many people with a lot of talent give up or simply move on to more stable work. But my hope is to see the Australian industry thrive and beyond our shores. And I recognize that to do that, I have to be more open with skills sharing. So I've decided to share more of what I've learned through years of filmmaking through this podcast, The Moonshine Moonshot, and with online courses at Moonshine Communications Academy. So make sure you can check out the Academy over at www.moonshinecommunicationsacademy.com, particularly the resource section where you can access free downloads like check sheets and ebooks. There is loads on the site to help you with your filmmaking. But back to today. What is a pitch video? A pitch video, or a sizzle reel, is sometimes called one or the other. It's a short clip that encapsulates your film's intention, the setting, themes, key talent. It should be created so that someone completely unfamiliar with the project can watch it and immediately grasp the basic premise. In other words, you need to pack a lot into your pitch video, but you also need to keep things simple and concise. So, yes, there's a bit of an art to it. Your pitch video will share the best or most awe-inspiring moments from your film, and most filmmakers use them to sell their projects to investors. You'll want every shot in your pitch video to be representing your concept creatively while also providing potential investors with valuable information that will encourage them to get behind your project. As a rule, you'd keep your pitch video to under two minutes and include as much cinematic footage as possible because you want to target their heart strings with emotive clips, get them excited with high tempo music, tackle their curiosity with creative camera angles and drone shots, and turn your pitch video into an unforgettable sensory feast. Now you're probably thinking, oh my, I haven't even shot anything yet. How on earth am I going to pull that together? And that is okay. This is where you can turn to your pre-interviews or the other things you might have shot during your research that can really help you out here with putting your pitch video together. Funders know that you haven't begun principal photography and that you're showing them footage from the development phase. And you can definitely draw an archival or stock footage for a pitch video if you need to. It's never as effective as the real thing, but if you haven't shot it, you're gonna have to show it somehow. There is just so much stock footage out there, you're almost sure to find something that's suitable, and then you can use narration or graphics to help share those key messages. The point is to get really creative, inspire, engage, and persuade. And a fun fact before I move on, did you know that the term sizzle reel was coined by Hollywood director Walter Lance way back in the 1930s? So there's a nice little tip bit that you keep in your pocket for your next trivia night. Alright, so you've got your pitch video sorted. What is next? I hate to break it to you, but the pitch video is probably the easiest step in the whole pitching process. You're a filmmaker, so creating a video probably does actually come quite naturally to you. But it's still a big feat and ticking it off your list brings a huge wave of relief. So pat yourself on your back if you've already done your pitch video. Now, however, it is time to get in front of potential funders with your written proposal. If you skipped a step and you haven't finalised your proposal yet, that's okay. I discussed the ins and outs of proposal writing in the last episode in this series, and it was number 42. So just jump back one after this and you'll find it on whatever podcast platform that you're listening on. It's a great idea to subscribe to this The Moonshime Moonshot podcast because then you won't miss any more episodes. Now, if you've got your materials together, bravo! You need to share them with potential funders. Just be sure you're pitching to the right people. Now, what do I mean by that? Who's the right people? Surely you're thinking, well, anyone with money is going to be right for me. But for an example, I'm currently pitching a project that I'm producing on breast cancer, and it's called Conquering Breast Cancer, and it's got a strong focus on breast cancer prevention and access to screening to enable early detection. So I am pitching it to cancer societies, med tech companies, and even, you know, some women's lingerie brands. Does that make sense? They're aligned potential funders. If I went and pitched to say, I don't know, like an alcohol company or a fast food chain, it probably doesn't really make sense for the project unless they've actively supported, you know, breast cancer awareness initiatives in the past. Because if breast cancer is not part of their focus of the business that they do, the alignment probably isn't there. So I'm very much trying to find companies that align with the topics of my film, which in this case is called Conquering Breast Cancer, Positive Cancer Story, thinking who's going to be interested, which organizations, which philanthropists, which types of groups would get behind a project like this. And that is where I'm tailoring my pitching to. Now I should mention that the type of potential funders I am discussing, as I was just saying, it's not for profits, philanthropists, organizations, and companies. I am not talking about screen agencies or film funds in this episode. They require a whole different approach and they usually have their requirements set out quite clearly on the application forms. The things that they need are just quite different. So just keep that in mind. If you're about to pitch to a funding body that is part of, you know, a screen agency, what they want might be a little different to what I'm talking about in this episode. Now, if you're stuck on where to start finding contacts for these types of companies and organizations, then I would highly recommend you take a look at who is already in your networks. You could lean into your existing contacts during this phase, speak with colleagues, acquaintances, family, friends, and see if you can tap into any of their business connections. Maybe one of your best mates actually works at an organization that is perfectly aligned with the documentary you're trying to produce. You could also attend networking events and try to get people interested in your documentary. And when I mean networking events, not necessarily film networking events, more events related to the topic of your film. So again, you're being surrounded by the type of people who would fund into your project. So you might need to do quite a bit of research. So, you know, grab out your laptop and just start Googling. Find out what kind of groups are interested in the subject matter that relates to your film and try to track down the best contact and pitch your idea to them. And LinkedIn's actually really useful for finding contacts. So I do recommend that one for your research. And of course, follow up. If you send an email and you don't get a response, that is not game over. People are incredibly busy and they get swamped with email. Yours is likely to just have been lost in their inbox. So do not hesitate to follow up. You can do it so politely, you can just simply say, you know, you sent the email maybe one to two weeks later, just say, just dropping into your inbox to get back up to the top. I know you've probably been incredibly busy and may have missed this. I wanted to make sure you don't miss out on the opportunity to consider this project I'm producing. I'd love to have a chat. See below for more details. It can be something that simple. And for execs to get back to you, you know, it can take a week or two. And honestly, sometimes it has taken me months. Just keep the ways of the polite follow-up going. And every one to two weeks, you know, you don't want to be a stalker and drive them crazy. But if they're not responding, do follow up a few times and just, you know, they've just probably missed it. So don't, you know, don't take it as a rejection before it's even happened. It might take a while, but if you have nailed your pitch video and your proposal, you will eventually land a meeting with one, if not a few, potential funders. And that brings me nicely to the next point. You got the meeting. Now what? What are you gonna do? What do you do in a pitch meeting? Well, you've shared your proposal, you've circulated your pitch video, and you've got it. You've got the meeting. You know, high fives. Do not forget to celebrate this moment. It is big. But now it is time to build that rapport and lean in to really pitch your project. All you've got to do in this meeting is bring your energy, your passion, and your enthusiasm with you. You're talking about your film after all, and your job is to show the other people in the room why they should join you on your filmmaking journey. Let them know why you care so deeply about this project and why they should care about it as well. You need to be prepared to answer questions. A lot of questions. And I did actually do a whole episode on the three top questions that potential funders almost always ask, and that was in episode 33. So at the end of this, make sure you go back and listen to episode 33 so that you're ready when you get your meeting. And if nerves take hold, just take a deep breath, dig deep, find your confidence. Remember, we're all humans, and everyone in that room or the video call if you're doing it online, they're not gonna care if you stumble or make a mistake. Just compose yourself and carry on. You've got this, you know this. If you've done all the development we've talked about to date, you know your project and you will know the answers. So you're gonna be fine. Best thing is just pitch it, get that meeting, and then put your best foot forward. Still, as much as this meeting is about you and your project, it's also very much about the potential investor sitting across from you. So listen, take note of what they say and their own passion areas and find a way to connect your story idea. Not everything about your film needs to be of interest to your potential funders, and you know, probably not everything will be, but if you hone in on the part of the story that does interest them, you'll be far more likely to get the deal across the line. Yes, the deal. It's a pitch meeting after all. It's not all film chat and cappuccinos. You need to be bold enough to ask for what you want, and that's money. Yep, you're gonna have to ask for money, and you're gonna have to be really clear about how much money you want. So before that meeting closes, tell the people you're meeting with what you need from them. Be clear about how much funding you require and how much you're sourcing. Maybe you need, I don't know, like $100,000 to achieve your vision, but you're open to working with multiple investors to reach that goal. Perhaps they can only contribute 30% of that amount. Don't be deterred by that. Simply say, fantastic, if I can get that from you, I've got these other people I'm speaking to, and maybe I can get the rest from them. So you've got a full finance plan. Be open, be honest. It's more likely to lead to a positive outcome. And if it doesn't, do not lose heart. No's are unfortunately part of the puzzle. I have been knocked back many, many times, but I have still managed to get my films funded, and you will too. So if you receive a no, accept it with grace, but always try to find a way to keep that conversation going. Even if you're moving on to the next pitch, you need to find a way to keep communicating. And what do I mean by that? I would just simply ask them if it's okay to share project updates with them as your project progresses. Then you have permission to follow up downstream. And perhaps once you have another funder on board and your film is a going concern, the investors often just don't want to be first in. So once you've got your proof of concept and someone's actually got skin in the game, other investors can jump on board much easier. They know that it's more likely to get funded. So do not worry about getting a no, just try and keep the conversation going. Your aim is to find the right partners for your project, and once you do, you might even find that the relationship extends well beyond this initial film that you're making and spans several films in years to come. This has absolutely happened for me. I have had funders fund into multiple projects. So you're developing a long-term relationship. So just keep that in mind and just be patient. Things will come together, just be persistent and just keep chipping away at it. Now I hope this episode has helped you to come, you know, to a little bit of peace with the idea of pitching and what the process is all about. And maybe it's inspired you to get out there and sell your idea. So if you're looking for, you know, some more info, I'm always happy to help. You can shoot me an email over at support at moonshinecommunicationsacademy.com or DM me on Instagram, which is just simply at Moonshine Communications Academy or whatever platform you're on. I'm generally on most of them. Now, next week I am starting the pre-production process. So all the episodes to come uh in the next month or so will be on pre-production. This concludes development. So good on you. You should be feeling pretty confident about how to develop your project. And now we're moving into pre production. So you can keep learning step by step with me. And next week, as I mentioned, how to get your documentary made is moving into pre production. So hit subscribe, and I will be speaking to you again next week.