In December 2008, the world wide number of internet users has passed the
billion mark. The internet is a global phenomenon on its way to connect the
whole world population. Today it is already representing the entire diversity
of singularities, niches and subcultures of our society. Your audience is out
there, you just have to find each other.
Where attention flows, money follows
A great number of big internet companies were built upon this principle. At
the beginning no one knew how Google, Facebook or MySpace would ever
yield a financial gain. The founders of the companies knew that they had to
sustain a flow of attention and money would follow. "Free" is always a nice
way to get attention. But if you don't get anything in return, "free" is
worthless.
Some people argue that one may put a complete piece of work online and
fans would still buy it on DVD, either to support you or because they would
like to own it in a more convenient format.
Others are convinced that it is better to whet people's appetite with film
extracts, trailers, making-ofs and tutorials. You may choose for yourself, if
you put the whole film online or just a trailer. However, the more free
content your website provides, the greater is the appeal to visit regularly,
tell friends about it, get attention from online media and visitors will get to
know you better.
Find your communication channels
As I pointed out earlier, social networks aren't necessarily the best platform
for your home base. Social networks, animation blogs and websites are your
communication channels! Search for sites that deal with animation and film.
Look out for blogs and forums concerned with the theme of your film.
Spend some time there, talk with the people and give helpful advice. When
you find a place, where you get good feedback and interesting
conversations arise, you have found your audience. Get to know the
owners of the site, find the most active users. Find people on the internet,
who have an influence on a large group in your niche. If they like your
work, you may benefit from they social network. Send your film to friends,
filmmaker buddies, mentors and to people who's opinion you respect.
The value of a link
Your most important instrument for sharing your work is the link. As
opposed to appearances on TV, magazines and other coverage in
traditional media, the audience sits right in front of the computer. They just
have to click once to visit your website and get to know your works more
closely. If you stumble upon a website, that features a story about you
without providing a link to your site, by all means: Request one! Most
people will happily agree. Spread links to your free works and trailers on
video sites, forums, etc. to attract an interested audience to your website.
Now you could offer DVDs or the like and hope that people buy it. Yet, it is
smarter to keep the barrier to participate lower at first.
