Getting your short film featured in Variety, the bible of the entertainment industry, can be a game-changer for your career, opening doors to financing, distribution, and recognition. While there’s no magic bullet, understanding Variety’s priorities and strategically tailoring your approach is crucial for maximizing your chances.
Understanding Variety: What Do They Look For?
Variety isn’t just looking for “good” short films. They’re seeking films that exhibit exceptional talent, demonstrate innovative storytelling, tackle relevant themes, or possess significant industry buzz. Their coverage aims to highlight emerging filmmakers and projects with the potential to impact the broader landscape of cinema. This means your film needs to stand out, not just in terms of artistic merit, but also in its potential for future success. It needs to tell a compelling story that also positions you as a filmmaker to watch.
The Importance of Festival Strategy
A strong festival run is paramount. Variety journalists actively attend major film festivals, seeking out noteworthy shorts premiering at venues like Sundance, Cannes, Toronto (TIFF), SXSW, and Tribeca. Securing official selection at these festivals significantly increases your visibility and the likelihood of your film being seen by industry professionals, including Variety reporters.
Beyond the Festival Circuit
While festivals are critical, don’t solely rely on them. Building relationships with film journalists and critics is essential. This involves attending industry events, engaging on social media, and proactively reaching out with tailored pitches. Remember, Variety receives countless submissions; your outreach needs to be personalized and compelling.
Crafting a Compelling Pitch
Your pitch to Variety should be concise, engaging, and highlight the unique selling points of your film. It should answer the question: Why should Variety care about this film now?
Highlighting the “Newsworthy” Angle
Focus on what makes your film different. Is it a groundbreaking narrative? Does it feature emerging talent? Does it address a timely social issue? Your pitch should emphasize the “newsworthy” aspect of your film and explain why it’s relevant to Variety’s readership.
Providing High-Quality Materials
Your pitch should include a high-resolution still from your film, a link to a password-protected screener, and a detailed synopsis. Make sure your press kit is readily available and professionally presented. This shows you are serious and organized, making their job easier.
FAQs: Demystifying the Process
FAQ 1: What’s the best time to contact Variety?
Ideally, contact Variety before your film premieres at a major festival. This allows their reporters ample time to review your film and potentially include it in their festival coverage. However, if your film has already screened, you can still reach out, especially if it’s received awards or critical acclaim.
FAQ 2: Who at Variety should I contact?
Research Variety’s staff and identify reporters who specialize in short films or emerging talent. Tailor your pitch to their specific interests and past coverage. Generic emails are unlikely to be effective.
FAQ 3: What if my film isn’t selected for a major festival?
While a festival premiere is ideal, it’s not mandatory. You can still pitch your film directly to Variety, focusing on its unique aspects and potential impact. Consider entering smaller, niche festivals that cater to your film’s genre or themes.
FAQ 4: How important is the production quality of my short film?
While story is paramount, production quality matters. Variety seeks out films that are technically proficient and visually compelling. A poorly made film, regardless of its narrative strength, is unlikely to garner their attention.
FAQ 5: Should I hire a publicist to help get my short film noticed?
A publicist can be valuable, especially if they have experience working with short films and established relationships with entertainment journalists. However, be prepared to invest financially, as publicists can be expensive. Do your research and choose a publicist who is genuinely passionate about your film.
FAQ 6: What are some common mistakes filmmakers make when pitching to Variety?
Common mistakes include sending generic emails, neglecting to proofread their pitch, failing to provide high-quality materials, and being unresponsive to follow-up inquiries. Professionalism and attention to detail are crucial.
FAQ 7: How long should my pitch be?
Keep your pitch concise – no more than 2-3 paragraphs. Highlight the key selling points of your film and make it easy for the reporter to understand why it’s newsworthy.
FAQ 8: What kind of follow-up is appropriate?
A brief follow-up email a week or two after your initial pitch is acceptable. However, avoid being overly persistent or aggressive. Respect their time and professional boundaries.
FAQ 9: Does winning an award increase my chances of getting noticed?
Absolutely. Winning awards, especially at reputable festivals, provides validation for your film and increases its visibility. Be sure to mention any awards in your pitch.
FAQ 10: What if I’m a first-time filmmaker?
Being a first-time filmmaker doesn’t disqualify you. In fact, Variety often highlights emerging talent. Focus on the originality and strength of your story, and showcase your unique voice as a filmmaker.
FAQ 11: Is there a specific genre that Variety favors?
Variety covers a wide range of genres, but they are particularly interested in films that explore timely social issues, push creative boundaries, or offer fresh perspectives. Ultimately, quality and originality are key, regardless of genre.
FAQ 12: What can I do to keep building momentum even after submitting my film?
Continue promoting your film through social media, networking, and film festivals. Actively engage with your audience and build a community around your work. Persistence and proactive engagement are essential for sustaining momentum and maximizing your chances of success.
The Long Game: Building a Career
Getting your short film featured in Variety is a significant achievement, but it’s just one step in building a successful career in filmmaking. Use the momentum to network with industry professionals, seek out opportunities to develop your next project, and continue honing your craft. Remember that building a lasting career requires dedication, perseverance, and a commitment to continuous learning.
Ultimately, landing coverage in Variety is about more than just luck. It’s about crafting a compelling film, strategically positioning it within the industry, and effectively communicating its value to those who can help amplify its reach. By understanding Variety’s priorities and diligently pursuing these strategies, you can significantly increase your chances of getting your short film noticed and launching your filmmaking career.