- The trailer, positioned prominently at the top of the homepage
- A clear and easy way to sign up for the mailing list
- A link to a page listing all upcoming and past screenings
- A button to purchase the movie from Vimeo On Demand
- And later, they added a button to purchase the DVD
In case your eyes haven’t graced our blog in a while, we’ve been busy sharing actual, real-life Vimeo On Demand success stories. In our last two installments, I covered how to grow word-of-mouth promotion and how to engage fans to ensure success on VOD. Today, let’s look at how filmmaker Cheryl Dunn and Alldayeveryday published a universe of content revolving around their film Everybody Street. Everybody Street is a gorgeously shot documentary that tells the story of many of the greatest photographers who’ve taken to NYC’s streets. Prior to making the feature-length doc, Cheryl Dunn had made a short film on the subject that received so much acclaim, she knew there would be demand for a longer film.
Cheryl enlisted Alldayeveryday to help produce and market the film. Together, they viewed the film as the centerpiece in a much broader conversation about the culture of street photography. The popularity of the subject matter gave them an opportunity to take advantage of a whole range of additional materials to publish around the web — photographs, short film clips, short stories about photography, outtakes from the film, and more. 1. Make that trailer tweetable In the world of Web 2.0, anything you share needs to be highly clickable. What with so much noise and clutter in everyone’s social feeds, you need your trailer to stand out. How? The first step = an intriguing thumbnail. To ensure that the Everybody Street trailer would be extra clickable and shareable, the team chose this arresting image for their thumbnail: You guessed it: the trailer went viral, in part thanks to a popular post on the Kickstarter Tumblr blog. They released the trailer four months before the film was available to start gaining momentum and grab the attention of the street photography community. The trailer was shared far beyond diehard street photo fans, including in a post on Gizmodo where they placed an awesome animated GIF — soon the trailer was featured on hundreds of sites including thehundreds.com, aphotoeditor.com, slrlounge.com, ilovegraffiti.de, formfiftyfive.com, petapixel.com, hypebeast.com, theverge.com, and many others. At that time, though, Everybody Street had only a basic Tumblr page, and they realized they’d missed the opportunity to send people to a website where they could collect fans’ email addresses and build a mailing list (hint: this is pretty essential to your direct distribution campaign). They also wished they’d enabled pre-order from the day the trailer was released, since they could have take many transactions during the wave of virality. 2. Yep, you do still need a website As much as your movie leans on its trailer, it also needs a powerful website. Generally, a film’s website doesn’t need to be too complicated, so Alldayeveryday chose to stick with Tumblr for everybodystreet.com and built a simple theme that included: