From last time…

What were the results of this innovative alternative theatrical distribution model for Hope for Hurting Hearts?   

In a word, "excellent."  As you remember, as filmmakers, we paid the upfront cost of the streaming event.  We promoted it through our communications channels at our ministry (Harvest Ministries…  harvest.org) and through a portion of Lifeway's communications channels.  

Over 2,750 venues registered upfront and over 1,100 venues actually pulled down the film within the July 10-14, 2013 world premiere window.  Most of the venues were churches that utilized the film as a free movie night for their congregation to do two things; be strengthened in their Christian faith and enjoy the film and also to be used as an evangelistic tool, to invite non-believers in their sphere of influence to hear the Gospel through the film.  So we envisioned, sold and executed a world premiere on over 1,100 (primarily church) screens for the marketing cost of around two traditional theater screens.

In addition to providing the film, we created free customizable artwork for the venues.  Here's an example of the movie poster art we created.  The venue could simply fill in the local information at the bottom of the poster and print as many as they needed.

Here's an example of a "two up" customizable bulletin insert/flyer that we created:

And finally an example of web banner art that we created where the venue could promote the movie night on their website/blog:

So when venues registered, they had access to the free artwork and by registering, Lifeway assembled a database that we as the filmmaker could "message" as we desired, primarily through email campaigns.

Next time we'll answer…  "Did it achieve what we wanted?  Did it generate awareness for downstream marketing channels?  Overall, was it a success?"

An Innovative World Premiere Through Lifeway Events

From last time…  "Alas, many churches don't really buy in to the old "site license concept."  Their feeling is, "Hey, I bought the DVD…  I can play this in my church."  So over time, the number of churches that buy a site license has decreased.  

So, what's the answer?  How can you tap into large, engaged church databases with your film if the site license concept is no longer what it once was?  Tune in next time for an answer…"

Here's the answer we used for our ministry's new film, Hope for Hurting Hearts (hope.harvest.org)…  In developing a relationship with Lifeway for our main ministry outreach Harvest America (harvestamerica.com), I became aware of the various divisions within Lifeway…  We've discussed them in prior posts.  But I became interested in Lifeway Events.  For years, they have hosted and simulcasted live events like Beth Moore, David Platt, church-related events, etc…  Therefore, they have a great database of mostly churches that have pulled one of these events down over their history.  Just think…  You're a Pastor and twenty ladies from your church want to attend the next Beth Moore conference…  You can send them all out to the location of the conference or you can spend much less money and bring the conference into your own church.

So I came up with an idea…  "Lifeway Films allow me to introduce you to Lifeway Events…"  Not only do you get your film into churches but what's the difference between a bunch of people sitting in the dark watching a film on a movie theater screen or a a bunch of people sitting in the dark watching a film on a screen in a church?  

Well, first, you save tons of money…  It costs between $10K and $20K per screen in upfront money to market a film in through a traditional theatrical release.  

So, here's how it worked for our film…  I pitched Lifeway on utilizing Lifeway Events to do our world premiere.  From July 10-14, 2013, any church, group or individual could register (for free) and do a movie night at their church, venue, etc…  for their community.  Now, it wasn't free for us, the filmmaker; it cost over $20K to cover Lifeway's expenses.  Now before you bug out and stop reading, read what's next…  

Lifeway would much rather do a deal where you don't provide their expenses upfront...  Why?  Because they top out on their revenue when they did this deal with us.  They'd much rather partner with you and your excellent film and risk sharing profits with you.  So, instead of paying $10K to $20K per screen to market your film in the traditional theatrical model and potentially (probably) lose money on a premiere, you can (potentially) make money through a world premiere with Lifeway.

The goal with the traditional theatrical distribution model is to break-even or make a little money in this channel.  Why?  Because a theater run generates awareness for a film that translates into $$$ later in the retail and other "downstream" channels.  It's promotion.  So, you can break-even and still win with this model.  You can also lose a ton of money.  And in most cases, movies lose money at the box office.  But with Lifeway, you can share in the profits with your premiere.  How?

Instead of providing the premiere free to churches and venues like we did with our film, Lifeway charges churches for the movie event (like they do for a Beth Moore conference).  Will you get as many churches registered as you would with a free world premiere?  No.  There is little out of pocket cost this way to you and you will generate awareness and audiences this way.

What were the results of this innovative alternative theatrical distribution model for Hope for Hurting Hearts?   Did it achieve what we wanted?  Did it generate awareness for downstream marketing channels?  Overall, was it a success?  We'll discuss that next time.

More on Lifeway

There are 44,000 SBC (Southern Baptist Convention) churches in the US.  The vast majority of them do business annually with Lifeway.  And many more non-SBC churches also do business annually with Lifeway.  

So imagine getting in front of this church audience with your film as a church movie night and having the follow up material (like the small group study based on themes from your film) available for them as well.  As I mentioned in my last post, this can be accomplished with Lifeway through Lifeway Films and B & H Publishing.  

Churches are able to screen films at their locations through what are called "site licenses."  For a small fee, churches secure the right to screen the film at their location (for usually up to a year).  The way these are sold is typically based on church attendance; the larger the attendance, the larger the fee.  Lifeway Films is not the only outlet that offers site licenses; there are several.  And really, a site license is only a legal document that spells out the number of times/where the film can be shown, etc… It's a public performance permit.  And remember… you'll need to secure the rights from cast, crew and MUSICAL ARTISTS/MUSIC LABELS/MUSIC PUBLISHERS to allow their contributions to be offered as a public performance (more on that in later posts…).  

The effectiveness of the site license concept is directly proportional to the size and  engagement of your church database.  It helps to have a strong relationship with a lot of churches, specifically with people at those churches that can make the decision to carry your film as a movie night.  That's why you see church database companies like InService America getting into this space.

But alas, many churches don't really buy in to the old "site license concept."  Their feeling is, "Hey, I bought the DVD…  I can play this in my church."  So over time, the number of churches that buy a site license has decreased.  

So, what's the answer?  How can you tap into large, engaged church databases with your film if the site license concept is no longer what it once was?  Tune in next time for an answer...

Your Friendly Affiliate Parter, Lifeway

Last time we left off here...

"Think of your film as content.  Do you think your film would be a good source for a book based on it?  Lifeway owns B&H Publishing and can make that a reality.  Or how about a small group Bible study based on themes from your film?  Lifeway can accomplish that too.  Would you like to get your film screened at churches?  Lifeway can do.  Of course you want to sell your film on DVD; Lifeway is the second largest chain of Christian bookstores in the US."

B&H Publishing is a division of Lifeway (http://www.bhpublishinggroup.com).  How can they help you as a filmmaker?  They can create a book based on your film.  Like any publisher, your relative value is based on the size and level of engagement of your audience. The larger and more engaged your audience, the better for you.  This is another reason why it's important to build the broadest platform you can for your film.  The are going to be looking to your platform as the first, and perhaps primary, sales channel for your book.  A great film carries weight; but a great film along with a great communications platform carries great weight.

What other sales outlet do you think is important for B&H?  Lifeway Stores!  And B&H/Lifeway have created a great promotion.  B&H creates a $5 retail book based on your film and it's sold through Lifeway.  They sell a lot of $5 books.  They use it to cross promote your film.

The theme of your Christian film can be great material for a small group study. But publishers work a year or more out.  It's important to start the conversation well in advance of the completion of your film.  Publishers will usually want to start selling the small group study in close proximity to the release of your film.  Think of how cool the study will be with the text accompanied by scenes from your film that set up/advance/close the study...  A real multi-media spectacle. 

And Lifeway has a great database of churches that may went to buy your small group study (of course individuals or small group leaders will want your study as well).  Think about having your film run in a church and then the church uses your small group study in the weeks afterward…  More on that next time.