A MARKETING STRATEGY for screenwriters who don’t live in L.A.
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Screenwriters who don’t live in L.A. and who don’t have an agent still can market their screenplays to reputable producers. Over 90% of my students and former students who use the strategy outlined here get one or more requests for their scripts. This works.
In the strategy outlined here, queries are done by email. It’s a numbers game: the more queries you send, the better the results. You need to send at least 100 email queries to take advantage of this strategy.
Script registration
Before sending out your script, you must register it with the WGA (Writer’s Guild of America), which protects your authorship. You can do this online at http://www.wga.org or follow instructions in my book.
The query letter
This is your basic marketing tool. The email query is even more compressed than a standard query. You need to tighten your email so it can be read entirely on one computer screen without scrolling. Work hard on this.
A three-paragraph query is a good model:
Paragraph one, a strong hook in a sentence or two (“Can the first female NFL quarterback survive in such a macho world?”).
Paragraph two, a tight pitch (“When the owner of the Stallions sees Mary, a cheerleader, throw a football for fifty yards, he concocts a halftime girls game. The crowd loves her and calls for her when the regular quarterback and his backup are injured. Mary suits up to play – and the rest is almost history. MS QB is a comedy about a woman who learns to navigate a man’s world with surprising results.”)
Paragraph three, your credentials (“I studied screenwriting at Portland State University and am a published journalist. May I send you the script?”) (The example is from a former student’s script, which got many readings.)
Research
You next job is to find appropriate producers to query. Make as list of as many movies as you can that fill in the following sentence: “The producers who made [movie title] would do a good job with my story.” Consider similar genres, visual styles, or any other reason you can think of. List as many movies as you can.
Next go to the Internet Movie Database at http://www.imdb.com. Look up each title. In the left panel, you’ll find a link for production credits. Go there and list the production companies (not the studios) associated with the movie. There usually are two or more per movie.
The next step is to find email addresses for these prodcos. First, check the Tinseltown Independent Movie Production Company list at http://everyonewhosanyone.com/tt/tipc1.html (it’s free!). Make a list of the appropriate email addresses.
If you have a lot of missing addresses from the step above, you can expand your list this way. This next step takes some time and needs to be done within seven days. Take out a one-month subscription to the Hollywood Creative Directory Online at http://www.hcdonline.com. This is the bible of the industry and a one-month subscription is inexpensive. So you need to do all your work within the month, and schedule accordingly.
Look up each production company from your list in the HCD online. If they have an email, copy it into a new list of email addresses. If not, you can write down the land address if you want to do a letter backup. This is not necessary since you are going to find lots of producers to query by email. Go through your list and generate an email list. Call this List A. Send your email query to each production company on the list. In the subject line of your email, write QUERY.
Now generate List B this way: there is a link in HCD that generates all producers with an email address. There are over 600 of them. Open it. (Note: apparently this link has been discontinued, which means you need to browse prodcos manually for their email addresses.) Now go through each one (this is what takes time) and try to decide if they are someone to query. Look first to see if they make feature films (i.e. are not TV). Next look at their credits (movie titles) and try to determine if they are genre specific (some will be obvious makers of horror, adult entertainment, etc., from their titles). If you can’t find a reason to eliminate them, put them on your email List B. You also can add addresses to the B list by browsing the Tinseltown site above.
Test your query
Pick 10 or 20 addresses from the B list and email your query, with QUERY in the subject line. If you get at least one request for a script, the query works. If not, send out 10 more. If still nothing, revise your query. Punch it up, make it more eye-catching and irresistible. Repeat the process until you have a letter than gets results, at least 1 out of 20, preferably better.
Now send your email query to each address on the A and B lists, with QUERY in the subject line.
Results
You should about a five-to-ten percent request rate – for every ten or twenty emails, one request for your script.
When you get a request for a script, you usually will be asked to sign a Release Form provided by the producer. Sign it. They look scary but this is standard procedure. Send your script and release form to the address provided (to cover yourself, when you generate your email lists, also copy the name and addresses of the prodcos so you won’t have to go back and find them).
Keep track of the companies asking for your script. These are the first folks to query with your next one. In fact, keep records of all your queries (for most you will receive … silence).
Then you wait. More importantly, you begin a new script. Never put all your hopes in one script. Market one, then go on and write another. My former students who are successful are the ones with the most endurance, not necessarily the ones with the most talent.
This is a marketing strategy that works. You should get readings. That’s all a marketing strategy is designed to do – to give you opportunity. To make a sale, you also need considerable luck, which is being before the right producer with the right script at the right time. But it all begins with getting a reading.
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