Five things film-makers can learn from Kickstarter

Following our article about the crowd-funding website Kickstarter, this article offers up five things that film-makers can learn from the website (and vice versa: the five things Kickstarter creators can learn from film-makers). It's written by a writer and director who, at the time of writing, is approaching the end of his own Kickstarter campaign. [Update: over £72k pledged in the end].

Hello, I'm Andrew Harmer, the writer and director of The Fitzroy. Right up front I want to say we are currently slap bang in the thick end of a Kickstarter campaign. Here's the elevator pitch for the film:

The Fitzroy is a live action black comedy set in an alternative post-apocalyptic 1950s. The world is covered in a poisonous gas and the last place for a traditional seaside holiday is The Fitzroy hotel, an abandoned submarine just off Margate.

This list isn't necessarily the five things we have done, but it is the five things we would do (or be prepared for) if we started over again! Kickstarter, like film-making is a constant learning curve and this list might well change by the end of the campaign...

1) Tell the most interesting story

You only really get one shot at a Kickstarter campaign or making a film. Sure, you might do another one or another dozen, but then a bus might also hit you! So you'd better make this one count and make it the best it can be. And that means telling the best story you can.

A film has to be the very best version of that story you can possibly tell. The most interesting, dramatic and honed story possible. Nobody wants the B plots to be more interesting than your focus so make sure you are telling the most interesting story.

The same goes for a Kickstarter campaign. You need to hook people into your campaign and to do that you need a great story (as well as a great product). And I don't just mean the story you are selling, I mean the story behind the project. Your story. Your struggles, the adventure you have been on to get to this point. Is your idea based on a life-altering brush with death? Did you witness a moment of kindness between an old man and his wife while riding the bus to work? It doesn't matter what it is, just make sure it's interesting and told in the best way possible.

2) Be yourself

Let your personality shine. I like films where I can 'see' the personalities of the film-makers. I don't always like those personalities, but I would much prefer to see an idiosyncratic film than a pixel pushing blockbuster with no heart. I truly believe a soul of a film comes from the people who make it. While it is being made it absorbs the personality and characteristics of the director (if they want it to). And I want to see that. Film is a personal experience, a conversation between the viewer and the director.

Same goes for Kickstarter, but to an even larger degree. The old adage 'people invest in people' is true. You have to put yourself out there. It's scary but you have to share your passion, fears and hopes. Sure you might end up looking like a fool but if you don't put yourself out there people will just turn off. But a word of warning: don't try to be something you're not. If you're funny, be funny but if you are not, don't even try. Cool and hip? That's fine, but don't force it. People can smell it, and it stinks. No bullshit. Just be yourself and people will engage with you.

3) Do it quick and be prepared

Okay, this is straightforward. Kickstarter is on the web so you don't have long to tell your story. Minutes, if you are lucky, but seconds in reality. So you better make your page accessible, clear and your pitch video SHORT and to the point.

Same goes for the film (unless you're Terrence Malick) - edit, edit, edit. Cut the fat and edit that script so it's tighter than a drum. All through the film and into post production, if it doesn't move the story on then it goes. Don't waste people's time.

Word of warning though, don't jump the gun and rush head first into it. With both Kickstarter and films make sure you are ready, that everything is prepared. And - even if you think it is - it probably isn't. Do it quick, but make sure you are prepared.

4) Know your audience and engage with them

Kickstarter is social, very social. It is a direct link between creators and their audience and in my humble opinion a very powerful tool. But before you start a campaign you must identify the audience you are targetting. This could be fairly obvious: your family and friends, people with iPods, hardcore gamers, Teddy Ruxpin fans. Whatever your audience, you need to identify them, find them and engage with them.

Film-makers need to do the same thing. There's not a one size fits all film. Everyone has different tastes and, yes, you can try to create a film that appeals to as many people as possible and the mass market. But I prefer films that are aimed at... well... me and my tastes. There is a distinct risk when trying to appeal to everyone that you can water down a story. Be specific and know your audience.

5) Take it seriously and have respect

Both Kickstarter and film-making are, at the end of the day, businesses, and you are asking for people's time and money. That is not to be taken lightly. Sure, you are hopefully giving something back to them, in this case an entertainment product, but when people give you their hard-earned money you have a responsibility; a contract to deliver on your promises - and work your boney ass off to make sure you do!

If I can tell someone has put their heart and soul into a project or a film it means a lot to me as an audience member and it pays dividends.

6) Be flexible and learn to adapt

Just like this list! It was meant to be five and we end up with six? It's not a problem, just not what I was expecting when I started writing. It took me by surprise. Your Kickstarter project is an organic beast, it is going to change and develop as the campaign progresses. It is going to throw you some curve balls, stuff you planned will fail and other avenues and opportunities will suddenly appear. You can't let the setbacks knock you, you just have to keep moving forward and be open to any new possibilities.

I can't think of anything that is more applicable than that to film-making! Be flexible and make it work.

So that's it: that's what I have learnt so far, and who knows what is around the corner? Hopefully we can reach our target and make an awesome film. If I heed my own advice, we just might!

If you would like to see how we are doing on our campaign please check it out at www.thefitzroy.com/ks - any advice, or support in spreading the word, would be warmly welcomed!