Film Marketing: Why Filmmakers Need Publicity Budget; Avoid ‘Ekocentrism’

Filmmakers have been advised to earmark adequate budget for publicity, as part of their film production plans.

The Nation reports:

The issues about poor publicity budget for the marketing of films came up during an industry session on film marketing, presented by Uzoma Onwuchekwa, Managing Director, Maverick Equinox at the popular Marina Resort, Calabar, Monday.

It was the first in a series of workshops at the ongoing Africa International Film Festival (AFRIFF), where actors, filmmakers, film marketers, distribution houses, and various professional guilds in the entertainment industry gathered to discuss issues of benefits, and chart a new course for the African cinema.

According to Onwuchekwa, a marketing expert, adequate publicity will go a long way in ensuring they make remarkable returns on their investment.

Speaking on the topic 3 Questions on Movie Marketing, Onwuchekwa noted that filmmakers do themselves a lot of harm by not including enough money for publicizing their works right from the pre-production stage.

He said; “Filmmakers rarely plan publicity not to talk of orchestration. It appears we don’t understand that a consumer is a potential, a yet to be converted viewer hence we need to budget appropriately for publicity to woo that viewer.

“Even when we do campaigns, they are too short and end too soon. There is also the tendency to indulge in ‘Ekocentrism’ where attention is focussed only on the Lagos market, neglecting other parts of the country.

“Movie makers also fail to use appropriate media for appropriate tasks hence robbing themselves of profit. Creativity is your forte; bring it into your publicity.”

Continuing, Onwuchekwa cited the examples of Chineze Anyaene, producer of Ije who spent about N21 million to publicize the movie and made over N56 million from box office.

Corroborating the guest speaker, Anyaene confirmed that she indeed spent seven million to publicize Ije for cinema release and N14 million to publicize it prior to its release on DVD, “because the DVD came out two years after the cinema release.

“Your poster has to be orchestrated to attract people. In fact, I haven’t returned to set because I’m still planning publicity for my next work. If you don’t have publicity budget, go back home,” she said.

Ije remains the highest selling Nigerian film till date, followed by Tango with Me, by Mahmood Ali-Balogun.

The industry sessions continue with other topics, including  Acting laboratory – Acting with Integrity, being hosted by notable producer/director, Mildred Okwo and Adapting African literature for screen- A cinematic goldmine by an army of industry bests such as Jude Idada, a screenwriter, playwright and novelist; Tunde Kelani, foremost cinematographer; Yemi Akintokun, a movie director; Jane Maduegbena, a lawyer and mobile application expert, and Jeremy Weate of Cassava Republic publishing outfit.

Other film students and filmmakers alike are also engaging in trainings as part of the capacity building initiative of the festival.