'Uncle Nino': The Little Indie Movie that Could
In case you've missed the slowly-building buzz, here's a short-but-sweet article from the Sun-Sentinel about 'Uncle Nino'. The simple, family-oriented indie film about family ran for over 55 weeks in a Grand Rapids, Michigan theater, grossing over $165,000. Here's a bit from the article:
"People show up every day for Uncle Nino," says Ron Van Timmeren, executive vice president of marketing and film for Celebration! Cinema. The regional, family-owned movie chain has 10 locations, including a multiplex in northeastern Grand Rapids where the film opened on Dec. 5, 2003 and played through last December.
The film stars Joe Mantegna and Anne Archer as parents who are disconnected from their two children and from each other. All that begins to change when the family receives a visit from an eccentric, long-lost relative from Italy, Uncle Nino, played by veteran character actor Pierrino Mascarino.
According to the article, one of the actors has spent tons of face time in Grand Rapids, and has even been named an "honorary Grand Rapidian" by the mayor.
With buzz building behind the backstory, Newmarket, sensing another 'My Big Fat Greek Wedding' has dove in to roll out the title nationally.
So what lessons can a move marketer glean from this if planning their own limited release?
1) Your playdate locations should have some relevance. 'Uncle Nino' was filmed in Grand Rapids. Another example is 'Assisted Living', which is screening heavily in Kentucky where it was shot.
2) Furthering number one, screen in communities whose demographics fit your subject matter. Based on the article, Grand Rapids was a good fit for this picture due to the conservative christian base. A good, free resource you can use is fedstats.gov.
3) Make appearances. The actor that played Uncle Nino his in the audience and surprised theatre-goers. As the director, you should figure out a way to make it to every city in your "barn-storming" tour. Sandy Dubowski, the director of doc 'Trembling Before G-D', practically lived on the road to support his film, but he nurtured it to nearly a million in grosses. Whether you do Q&As or throw parties, so something that people will generate buzz and bring more people back.
4) Do your legwork. Sending out clumps of postcards to regional organizations won't work. If you're marketing to the typical indie audience, contact a local indie record shop or popular nightclub - they will usually have a handle on a good promo point person. You have to run your campaign like a tour.
Does anyone else have any suggestions?