Preparing a Script for Film Distribution
How To Analyze a Story For Its Marketability During Development
Feb 7, 2009
Numerous filmmakers struggle with the ability to objectively analyze the quality of their finished film; however, taking a look at the finished product as an outsider is crucially important for determining the potential success of a film. An even more important step, and possibly one that can override the necessity of analysis after the fact, is assessing a project from the development and pre-production stages.
It is much easier to fairly assess a project on paper than a completed production, and one way to do so is to ask, “Why would anyone care?” Asking this question can be a life-saver, and is likely to save numerous headaches during the distribution process. This question is meant to help a filmmaker determine the overall marketability of the film and to maximize the general likeability of the film. Marketability is the first thing that a distributor will review when screening a film for a release, and here are some example questions that should be asked:
- “Why would anyone care about this story?”
This vital question should be asked during the initial brainstorming phase before a script is even written. A solidly constructed story can save a film with limited marketability in other areas; however, it is best to create marketability in as many ways as possible in order to boost the likelihood of a film to reach distribution. Does the film deal with social issues or popular topics? Does the script tell a story that people can easily relate with? Is the film based on a notable event or previous literary endeavor that has proven to be a success among the masses? All of these questions relate to different ways a story can be important to audience members, as well as different marketing angles for a distributor.
- “Why would anyone care about these characters?”
This is a question of character development. The audience must be able to relate or sympathize with the characters in order to immerse themselves into the story. Characters that are dealing with issues in their lives that audiences can connect with are more likely to keep the viewers entertained and engrossed in their story.
- “Why would anyone care about these actors?”
This is another question of marketability. What have the actors done in the recent past that has made them a commodity in your film? The marketability of a film is the most important factor to a distributor—not only marketability in one country, but also internationally, as a large portion of a film’s money is made overseas. The marketability of a film is the connection between the distributor and the audience. How will the audience hear about this film, and how will the marketing team get the audience in the seats? These are important questions, and one main answer to them is “By having a great cast”.
These three main questions should be asked for all film projects in development, but this is only the tip of the iceberg. Find more questions to ask as projects take shape. The more the audience cares about the film, the more likely it will be a success—end of story.
