Welcome to STEAL THIS STRATEGY, the first in our ongoing series where we examine, as outside observers, the social media marketing or crowdfunding campaign of upcoming films of note.

This month, we’re studying films who are on a path many filmmakers hope for when their crowdfunding journey begins. That is, they are about to premiere at the Sundance Film Festival!

THE FILM: Dayveon (previously titled Loudmouth), directed by Amman Abbasi

THE CAMPAIGN: A Kickstarter from June of 2015

THE RESULT: Great success! They asked for $25,000 and reached $25,429 from 139 backers

Still from Dayveon (Sundance Film Festival)



Here’s what we love about their campaign.

Strategy #1: They use imagery effectively

This Kickstarter seems to have happened before the bulk of the film was shot, which could understandably make including images a challenge. But, they managed to nicely incorporate a handful of images (from a test shoot, it would appear) which was smart, because now their potential backers can get a sense for the look and feel of the film.

Your Takeaway: It’s essential to infuse your campaign with multiple images.  If they’re compelling and share a consistent design aesthetic, this shows your audience you have an eye for visual story-telling, and conveys professionalism overall.

Screen shot from Dayveon Kickstarter


Strategy #2: They humblebrag about press coverage

This campaign was fortunate enough to garner press coverage, including mentions in Indiewire and Rock City Life, and they wisely highlighted this fact on the top of their campaign.  They did it perfectly, by inserting logos that linked to the coverage itself.

Screen shot from Dayveon Kickstarter

Your Takeaway: Crowdfunding is no time for pride or modesty. Authentically broadcast your success and it will snowball into more! Getting a blog or news outlet to write about your campaign isn’t necessarily a silver bullet — raising awareness never hurts, but may not always bring the backers in droves. What press coverage does accomplish, however, is to impress people you already know.

So, if you do end up attracting some attention, tell the world! Some love from the media (any media!) ups the legitimacy factor of your whole endeavor. Friends who were on the fence about contributing will more eagerly jump on the bandwagon, and even those who have already contributed will often be excited to share the link.

Screen shot from Dayveon Kickstarter

Strategy #3: Their $25 reward is appealing yet affordable to fulfill

Statistically speaking, your $25 reward will be the most popular reward.  In this film’s case, it was — just barely edging out the $50 reward.  The Loudmouth team’s $25 reward included items that are fulfilled digitally — a shooting script PDF and a digital download of the film’s score. This allows them to pocket basically all of the $25 (minus Kickstarter fees), instead of investing in merchandise and paying for shipping.

Your Takeaway: $25 is the sweet spot for many backers — often they choose the reward at this level not just for the reward but because it’s what they want to spend.  So, be sure your campaign has a $25 reward (don’t go from $10 to $40, for example), and be sure it’s one of the easiest and cheapest to deliver to your backers. At the same time, make sure it’s one with broad appeal — not one that would interest only a subset of your audience.


Video Viewpoint: 

  • Nice length, at 2:35.
  • Great job explaining the personal connection. This is particularly important given that it may not immediately be clear what the writer/director’s connection is to the community in the film

“Social” Skills

  • Key organizations like Made in Arkansas and Little Rock Film Festival shared the campaign on their social streams.  These shares are wins because they will reach an audience predisposed to care about the film. And they’re reasonable shares to obtain, because they’re organizations that have good reason to want to help the film succeed.


Dayveon is screening five times this month at the Sundance Film Festival.

Follow Director/Co-Writer Amman Abbasi on Twitter, go to his website and visit his IMDb.

Get more crowdfunding tips by following Genuine Article on Twitter and Facebook.

Want to talk about Crowdfunding with Genuine Article?  Drop us a note so we can arrange to chat at Sundance or over the phone before or after.  In the meantime, read more about all the ways we support filmmakers with their fundraising endeavors. 


And now, an alphabetical list of every Sundance 2016 film, along with links to their Twitter, Facebook and Instagram accounts.

First, bookmark the page so you can refer to it often.  Then…. Follow, mention, share, engage! Go!

Oh, and let us know if we missed any!

It’s hard out there for a filmmaker these days – and it’s getting harder! We’ve all had that discussion about the double-edged sword that is the lower cost of digital filmmaking, which has flooded the market with more and more content, creating an even greater need to stand out amongst the crowd.

Complicating matters is the growing (and rapidly changing) world of social media marketing for films.  This is undoubtedly driven by the impact social media can have on crowdfunding success as well as its vital role in generating the widest festival buzz.

As marketing budgets shrink and social media capabilities and trends shift on a seemingly daily basis, the task of building and executing a social media strategy for your film gets more and more daunting.

Determining the right approach for your film and your budget can come often down to guess work: knowing the right people to ask for advice. Stumbling on the best online tips. Trusting your gut that those tips make the most sense for your film.

Here at Genuine Article, we’re big fans of quantitative data. Tips and advice? Yep, we’ve got those. But who doesn’t love a generous helping of cold hard facts?

That’s why we decided to compile some data on all of the feature films that make up the Sundance Film Festival class of 2016. We wanted to understand, empirically speaking, how each is handling their social media. We wanted to answer questions like:

How have these filmmakers chosen to represent themselves in the digital space – and where?

When and how often do they post updates?

Which films are stand-outs in terms of audience building, and what platforms have given them the most success?

Does strategy (and outcome) differ based on factors like narrative versus documentary?

We’ve summarized the results in the infographic below, and we hope you find them interesting. If you do, take a second to share!

Sundance Social Scorecard Infographic

Some important notes on our methodology:

  • Our analysis excludes shorts as well as films in the Special Events and From the Collection sections
  • Though this post focuses on Twitter, Facebook and Instagram, we imagine there are some films that have (wisely) opted to use other platforms like Tumblr and Snapchat, either instead of or to supplement what they’re doing on the big three platforms.
  • When crunching the numbers, we used median instead of average, so that we didn’t give too much weight to one or two major outliers (including one film that’s playing Spotlight and whose digital presence is in line with what you’d expect considering it’s already been released in a major market)
  • These are very dynamic stats as many films are creating their accounts even yesterday or last week. The data here a snapshot of how things looked as of January 18th.
  • For this piece, we chose to look at only films who have created dedicated accounts for the film itself. For these purposes, if someone’s only Twitter presence for the film is her own personal account, it is not counted here. That’s not meant to be a commentary on efficacy of such an approach – that’s a blog post for another time! It’s just the way we chose to do it.
  • We firmly believe that follower count is only one of many important success metrics. It is far from the only or even sometimes best gauge of a film’s success in the social media space.