CARUSOANDTHESWORD.COM/blog

IndieGoGo Campaign - Analysis

Paula — Fri, 03 Dec 2010 22:31:00 GMT

CARUSO AND THE SWORD (C.A.T.S.) a feature film in development just finished a run on the crowdfunding site IndieGoGo. It was not a success in that we raised some funds but did not meet our goal.

Most people do a “What Went Wrong (WWW)” analysis at the end of their crowdfunding campaign. I say most because very few campaigns are actually successful in raising the funds they set out to raise. I personally know several filmmakers who raised nothing in their crowdfunding campaign and several others who raised very little.

The WWW analysis I’m doing pertains to the C.A.T.S. project which is in the development stage (a film in development is in the raising funds stage). A campaign for funds for a project in production has a whole different set of issues.

In my quest to do things right in the area of IndieGoGo crowdfunding, I read all the IndieGoGo blogs and I also read the IndieGoGo suggestions on Facebook. IndieGoGo has numerous statistics such as “those fundraising campaigns that have 11 or more updates on average raise 137% more funds.” And “those campaigns that set a funding deadline of 60-70 days raise on average 141% more funds.”

I believe it’s more than just a large number of updates and a deadline of 2 months. A brief regurgitation of comments I’ve read and my own insights are that there needs to be a perfect storm of crucial factors including the team, the concept, the planning, the updates, the presentation and a whole lot more.

I’ll start with “The Team.”

Numbers

One article I read ( Lessons Learned Blog ) said that 10 team members were needed to mount a successful campaign. I believe it is more complicated than just shear numbers in the team. Factors such as the hours the members have available to spend on the project, strengths, and the diversity of strengths and interests are all crucial factors.

One benefit of a bigger team is more resources such as time. Most Indie filmmakers also have a day job. So, if the project has 80 hours a week worth of tasks to be done and the team consists of 4 people, each person is going to have to contribute 20 hours per week. For a 20-something who is not married, has no kids, eats dinner in front of the computer, and lives in mom’s basement, that is probably not a big issue. But add a spouse, a house, a kid or two, pets, a lawn that needs to be mowed, a garage that needs to be cleaned, etc. and time becomes more precious. Now instead of 20 hours of free time you are looking at maybe 2 hours of free time. So, you need that bigger team. If you have 10 team members who each can contribute 2 hours a week on the project, for example, then you have 20 hours and the equivalent of a part-time person.

I know I was pulled in several directions and the marketing team also was pulled in too many directions. There are only so many hours in a day and some tasks will suffer because you chose to concentrate on one task instead of the other.

Experience and Charisma

People want to be impressed by the experience and personality of the team. One of the most crucial positions in the development stage is the director. The director is the person who is going to be on set every day getting the best performance out of the actors. It is the director who is going to be the one to say to the lead actor “I’m just not feeling the angst. Could you do the scene with more angst?” It is the director who says to the director of photography “This is a happy scene, so we’ll need happy lighting.” I’m being somewhat flippant, but the director is crucial.

Being able to show potential funders what the director has done before is important. Successful IndieGoGo campaigns had directors who were charismatic, had previous experience, were excited about the project, and could convey their vision and excitement for the project to potential funders. I’m excited about the project but I’m not the person to have in front of the camera. The video I created about the film was as exciting as a lecture to a kindergarten class about the economics of the world banking system. I didn’t like it so I never added it to the IndieGoGo page.

Another crucial position is the DP – director of photography. You need to be able to show your funders that the DP creates a professional looking film. People have seen so many videos on youtube that were shot on a phone that people want to see a sample. What is this finished film going to look like?

A team that has a couple of outgoing, charismatic team members is important. Filmmaking is very often political. You need the number-crunchers, but the extroverts who can work a room and are comfortable getting out and talking to people are a major component.

Tasks and Interests

Mounting a successful fundraising campaign is not just standing on the street corner holding out a tin cup although that has been done by many a filmmaker. It’s also a good-looking website, sending out the updates every week, updating Facebook, Twitter, contacting potential collaborators, and a host of other tasks.

If you have a team of 12 individuals but they are all only interested in designing a website, for instance, this is not as helpful if you have someone interested in directing, someone interested in updating social media, someone interested in writing press releases, someone interested in music, etc.

Social Media & Contacts

Filmmaking currently is very dependent on social media. As important as having a lot of team members is, the size of their Facebook following is even more important. As with anything, the larger number of contacts you have the more likely it is that you will be able to meet your fundraising goals. There are filmmakers I know who add dozens of Facebook fans on a daily basis. They realize the importance of “fans” to future endeavors such as fundraising, selling DVDs, selling downloads of the film, etc. But, that team member also needs to be able and willing to tap into the Facebook friends. Having 4,000 fans won’t do any good if they aren’t approached and asked to donate to the fundraising campaign. Not everyone who is asked to contribute will do so, so large numbers help. Perks offered to those fans are important and will be covered later.

Being able to interact with the fencing community is one of the tasks I fell behind on. I see this as a position needing to devote a few hours a week to. Updating the newsletter, contacting clubs, working with the Advisory Committee, and going to tournaments all take time and commitment. It’s something that needs an individual spending a few hours a week cultivating those relationships.

Passion

A large studio with a full team of paid professionals doesn’t need people with passion to perform necessary duties. It’s nice, but not crucial as the large studio has the advantage of giving out paychecks.

Numerous people have contacted me looking to work on C.A.T.S. for a paycheck. C.A.T.S. is in development and not at the point of being able to hand out paychecks. What C.A.T.S is looking for at this point is passion. Those individuals who want to work on this project because they are passionate about it. Will there eventually be pay? I hope so. But when an Indie film is in development no one gets paid.

After having received so many emails from individuals wanting to work on the project for a paycheck I’ve come to realize another crucial aspect. And that’s the passion. I did not actively pursue a director because I wanted to have funds to show. But, I’ve since changed my thinking. I want a director to get on board because they love the concept of C.A.T.S. and they are willing to donate a few hours a week of their time and passion in helping to get the project into production.

What Went Right

I would be remiss if I didn’t also do a WWR (What Went Right) analysis. We have 3 individuals on the marketing team that I have the utmost respect for. They have passion, skills, and ideas. It was totally unfair to them to not have a full team in place as I know many times they were overworked and pulled in too many directions.

Another WWR is the number of friends and acquaintances who really want to see C.A.T.S get made and showing at a theatre near them. I really like these people. They have intelligence and passion.

Obviously, the C.A.T.S. campaign needed a bigger team for all the reasons above and more.

So, a crucial next step is to build a bigger team before the next crowdfunding campaign gets under way.

(Other factors such as promoting the concept, professional website, promotional materials, perks offered to funders, etc. are crucial items which I hope to address in a future blog.)

****

IT HAS TO START SOMEWHERE

Paula — Fri, 29 Oct 2010 18:19:00 GMT

Last year I sent out emails to 19 organizations dealing with bullying. Five opened the email. No one responded. But, this year it seems bullying is in the top ten of news stories and blogs so I am going to include a bullying comment in my blog.

My feature family film, CARUSO AND THE SWORD (C.A.T.S.) in development, has a bullying aspect. I’ve tagged it as “A Karate Kid with Swords” but it differs from The Karate Kid in that there is no bloodshed. Most films that deal with bullying either the bully prevails or the bully is pulverized. Not so with C.A.T.S. It’s a feel-good win-win film. But it is fiscally sponsored and not backed by big studios. So, if you don’t have time to read this whole blog, please read the last paragraph. Thank you

I’m not one to ban violence in movies or on TV. My favorite shows are CSI, Burn Notice, NCIS, and I eat dinner while watching reruns of Bones. I’m not a fan of Saw, Hostel, or any of the other torture horror films But, I wouldn’t ban them. There’s a time and place and a fan base for everything. I also don’t believe a cartoon of a rabbit dropping an anvil on a coyote is going to damage most kids. I grew up on this stuff. But, there are other factors involved.

When I was in high school there was a student who was diagnosed schizophrenic. He would get on the bus and look at the other riders with a terrified look because he was mercilessly picked on. When the queen of the cheerleaders got on, she would laugh and spit at him. He would spit back but not laugh. Members of the football team and others trying to win the favor of the queen of the cheerleaders would get on and elicit spits and fear from him. It wasn’t long before he found that I was one person who was not going to tease him. He always sat next to me. We never spoke. I read. He sat. He rode calmly when he sat next to me. As a teen who was not one of the “popular” ones I didn’t have the gumption to tell his persecutors that they were idiots. As an adult, I would be taking names and hauling butts to an office to wait for parents. Such bullying behavior is unacceptable. So, why do we accept it?

How we deal with bullying in our schools, in our neighborhoods, and shown on the news encourages behavior for the positive or negative.. We can say it isn’t right and we won’t tolerate but, we need to turn those words into actions.

I recently saw on the news a head stomping at a political rally. Three grown men grabbed a woman, pushed her to the ground, and stomped on her head because she disagreed with them politically. They said she started it. Excuse me, shouting back at someone is one thing. Head-stomping is attempted murder. You can usually live with a broken jaw - a crushed scull not so much. Anyone who escalates into stomping on a woman’s head at an event should immediately be arrested.

When my youngest son was about 5 he came home from school in tears. He said he had been picked on. I asked him if he told the teacher. Still whimpering, he said, “No.” Then a sly smile crept over his face as he added “I told my brother.” Unfortunately, he knew telling the teacher would be ineffective. Telling one of his older siblings would produce faster results.

I guess it is pretty clear to see where I’m coming from on this one. I will go ahead and add the comments I will hear.. “We can’t watch everyone.” “We can’t arrest everyone.” “There’s no money for bullying programs.” “These bullys have learned this in the home.” “Teachers get beat up, too.” That’s all true. But, it has to start somewhere.

Back to C.A.T.S. my film in development. There’s a bully. The bully gets turned around but not through the Hollywood beat-down. You can read more on the website which you can get to through the IndieGoGo page.

Please feel free to add a comment. Now my big pitch. C.A.T.S is fiscally sponsored and donations are tax-deductible to the extent permitted by law. There is no big studio backing. IndieGoGo . Any amount is welcome from $1.00 on up. Thank you.

Challenges of Crowdfunding

Paula — Fri, 24 Sep 2010 21:32:00 GMT

The first thing anyone does, with a project on a crowdfunding site, is tell their friends and family and ask for money. But broke filmmakers have broke friends and family. And, filmmakers usually have friends who have their own projects.

Those who are successful on crowdfunding sites have said that it is not the wealthy who contribute to their projects but average people who like what they are doing. If the filmmaker is offering perks for $5, it is going to take a lot of fans to raise any kind of funding.

The first thing those who reach their goals seem to do is build their Facebook fan base. I know filmmakers who add dozens of friends every day and this is very smart (as long as each of those friends don’t expect birthday greetings). If you have 4,000 Facebook friends, you will probably have a better chance of success than if you have only 4.

I say “probably” because the quality of those fans could be an issue. If your 4 fans are your siblings, and they are billionaires, then that skews things somewhat. But, given the average Facebook group of friends it is better to have 4,000 than to have 4.

The next factor is getting the word out. Some people seem to be really good at publicity. They can stub their toe and get it on the 6 o’clock news. People can’t donate if they don’t know about your project. But there is a fine line between information and annoyance. Those who are successful at getting fans involved seem to be very good at not crossing that line.

Another issue seems to be the perks. How valuable a perk can you offer for a very small donation? If you have a no-budget short you may be willing to have your lead character played by your neighbor for free food for the cast and crew. For most productions this won’t work (and you can’t make someone pay to get a job).

Another issue is that most people who contribute to a film actually want to invest, even though very few Indie films actually make a profit. Crowdfunding sites do not sell shares. Crowdfunding sites do not sell shares for a variety of reasons. SEC rules being probably the biggest.

Crowdfunding is here to stay. But, navigating the waters can be a challenge.

THE TIMES THEY HAVE CHANGED

Paula — Sat, 07 Aug 2010 22:03:00 GMT

This week, I witnessed several companies trying to build, grow, or expand their businesses. They are all going about it differently. One is doing direct mail. One is calling on former and current customers. One is posting on every Linkedin group they can get an invite to. But they have one thing in common in addition to wanting more people finding thme. They are all using the internet in some way.

With all due respect to Bob Dylan the times have changed. I don’t have the internet on my phone and I feel like I have a dinosaur in my purse. The upside is that I’m never that far from a computer and do check my email several times a day. But still, my phone doesn’t ding every time I receive an email message. Like I said, a dinosaur in my purse.

But, I wonder how other businesses I see even manage. I drive down the street and see signs for painting, lawn mowing, jewelry sales and numerous other services and products. When one of these signs catches my eye, I immediately look for the URL. Many only have a phone number. No, I’m not going to call you. If you don’t have a web address you can’t possibly be a viable business. Who tries to run a business today without a website and email?

So, if you have a business you are promoting, whether it’s a lawn mowing service, a major corporation, or a fencing club, do you have an internet presence? It doesn’t have to be fancy. It just has to exist.

The Filmmaking Process

Paula — Sat, 31 Jul 2010 14:42:00 GMT

The Filmmaking Process

There are several stages to making a film (I will use the terms film and movie interchangeably): Development, Pre-Production, Production, Post Production, and Distribution.

Development

The Development stage is crucial. It’s where the script is purchased and polished and funds are raised. This is where you find out if anyone thinks making this movie is a good idea. .In independent filmmaking (those not attached to a studio) there are a couple ways to raise money.

The most common way is to find investors who think this film would be a financial benefit for them. As a side note, very few independent films actually make a profit. Some investors recoup much of their money back through tax incentives and other ways so making a profit is not the big issue for them. For other investors, they expect to recoup their investment with interest.

Another way a film may raise money is through donations. A film may not expect to make any money or it may be artistic or educational in nature. If so, it can either become its own 501 c 3 or apply for fiscal sponsorship through an arts organization that is a 501 c 3. If it is fiscally sponsored then donations may be tax deductible.

A film that is not a non-profit can also raise money through gifts from family and friends.

Pre-Production

Pre-Production is where paperwork is done, locations are secured, actors are auditioned, crew is hired.

Production

This is the fun part. Everyone shows up to the location and the scenes are shot. Scenes are not shot in chronological order. Usually all the scenes for one location are shot at one time. Then, everyone moves to the next location to shoot those scenes.

Post Production

After the scenes are shot they need to be assembled into the movie. Music is added. Color-correction, special effects, audio, and anything else needed to make the movie look good is done. Titles and credits are added.

Distribution

This is where the movie, hopefully, finds its audience. Screenings are completed. Tickets and DVDs are sold,. The film is submitted to festivals. Posted on the web. Filmmakers usually try to find a distributor to do this but many independent filmmakers turn to self-distribution.

CARUSO AND THE SWORD AND INDIEGOGO

Paula — Mon, 26 Jul 2010 02:19:00 GMT

CARUSO AND THE SWORD (C.A.T.S.) a “Karate Kid with swords” is now listed on IndieGoGo. IndieGoGo is a resource that helps filmmakers raise funds to make their movie by offering perks such as pre-selling DVDs, posters, autographed props, (just about anything you can dream up}, in exchange for a donation.

C.A.T.S is fiscally sponsored by a non-profit. Executive Producer screen credits are available for large donors.

If you have a website with a lot of visitors and would like to post a C.A.T.S. widget on your website and receive perks for referring those who find C.A.T.S. through your website and donate please go to http://IndieGoGo.com/caruso-and-the-sword. You can register and then obtain a website widget.

For more information: http://IndieGoGo.com/caruso-and-the-sword

Welcome

Paula — Sat, 24 Jul 2010 21:54:42 GMT

Welcome to my blog. Please check back soon for new entries.