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Breaking Into Hollywood – How Do I Translate the Entertainment Trades Into Project Sales?
One of my most popular articles to date has been “Breaking into Hollywood – Do I Have to Read the Trades?” In this post, I’ve outlined the minimum types of information you should be looking for in stores, as well as suggesting key stores to read. Thanks to the strong response I received, I will continue this article with specific examples of what you can find in stores – and how to translate this information into selling your own projects.
Whether you work in film or television, you can use these tips, even if the specific example is not from your field.
Let me start by recommending that you get rid of any hard copies you receive immediately and sign up for the electronic versions instead. This way, you can easily copy and paste information directly into your databases or share it with partners and representatives. Remember to always show copyright love whenever it’s due!
Here are six ways to “trade” your daily reading for a focused project sales process:
Trade-Up Tip #1: Follow the trends
As you prepare to present various projects, shops will tell you what is current and what is not. Guess what trend you want to ride? For example, for reality TV professionals, over the past two weeks we have found that:
My Network TV is set to replace 33% of its reality TV programs A 180 from soap operas to target male viewers (reality producers, take note); Court TV’s first scripted project is a hit with viewers (fiction producers, here’s a new potential buyer!); NBC, the CW, and Bochco himself are about to launch original web programming (everyone, still ignoring new media?); and Networks are generally looking for cheap ratings bonuses in brand-friendly game shows (do you have a talent option that you don’t yet know how to tap into?) All of this information should help show creators decide which ideas to prioritize development to maximize sales opportunities. File these updates in a simple spreadsheet or spreadsheet and you’ll always be on time for your meetings. And remember, the executives you’re pitching to will expect you to know this information if it’s been in the shops!
ACTION PLAN: Create a simple table in Word or Excel with columns for network/studio name, program announcements, and announcement dates. (when you buy my book “The Show Starter Reality TV Made Simple System, Vol. 1: How to Create and Pitch a Sellable Reality Show” if you join the Show Starter Online Group you get access to a file of over a dozen announcements about network programming from this year’s news.)
BONUS ROUND: If you don’t have any playgrounds that follow the trends, rework existing projects to stay current. Is there a cooking pitch you love that would also make a great game show? For helpful tips on the process, see “Show Starter, Vol. 1” pp. 25-27.
Trade-Up Tip #2: Run “Comps” on projects that are similar to yours
TV producers will most certainly check the nightly ratings of current shows on that network AND any shows anywhere else that are similar to yours before any pitch meeting you ever attend. Filmmakers, regularly monitor the weekend box office of any studio or company you want to meet, or any films in your genre.
Now for an example: remember the hot new – and now former – ABC show “The Great American Dream”? If you were anywhere near pitching any dream-come-true show, or ANY show AT ALL, for ABC in late March 2007, a cursory look at the day-one trades would show that “Dream” absolutely filled the first episode (Ratings Report – 03/28/07). . .and was canceled after episode two (cancellation article – 3/29/2007 – as in stores THE NEXT DAY).
Translation: this might be a pretty bad time to be pitching a new dream project anywhere, and ABC bosses might be especially wary of new genre projects in general. Isn’t that something you wish you knew before you entered the room? You bet. At least so you can explain why your project is not susceptible to the same rating risks? And don’t get blindsided even if you see high ratings. Just because the trade news is reporting “Fox Picks Up 13 More Season 5 Episodes” could mean Fox wants to make another deal with Mark Burnett rather than buy your equally scathing game show.
ACTION PLAN: Do a quick review of ratings on daily deals and compare your list of deals with current shows. If you show up at all over the next few weeks, move the danger zone view to the bottom of the list. Then include at least one brand-appropriate trend winner in your first three bullet points.
BONUS ROUND: Come up with alternate versions of your danger zone names (Show Starter, Vol. 1, pp. 25-27) so that they no longer rely too heavily on the now risky elements. Then, when the boss calls them out, you can come back with a well-thought-out turn on the field.
Trade-Up Tip #3: Break down the offer points
If you’re not sure what to expect and ask for in your own offers, read the trades to keep up with what everyone else is offering or accepting! For example, for all you filmmakers out there fighting to get a slice of the DVD rental business in your stores, shouldn’t you know that “Netflix founder predicts end of DVD rental business” and is now investing millions in digital movie downloads? In the meantime, reality newbies and presenting partners can set some basic contractual expectations by reading news like “Hedda Muskat named consulting producer on new WE show ‘Wife, Mom, Bounty Hunter,’ debuting April 20. Hedda brought the show to the World of I wonder who sold it to US.” (© 2007 Cynopsis).
ACTION PLAN: Search for any discussions related to professional colleagues or potential buyers. The Cynopsis example above lets you know right away what you can expect to be offered by WE and/or World of Wonder as a new show creator.
BONUS ROUND: Oh, you know what I’m going to tell you: add this information to the database – and check it before you actually propose any partners!
Trade-Up Tip #4: Improve your project development process
Looking for the “right” talent to join a project? You can test the industry temperature for star “heat” by reading “Kid, Not Play, May Get Talk Show.” Or get a great lesson in the built-in conflict for reality shows when you read that “MTV’s Run’s House Season 3 Begins April 9 at 10 p.m. Roar. Run and the Simmons family return to face new situations of crisis and growth as the two oldest daughters Angela and Vanessa live alone in Manhattan.” (© 2007 Cynopsis). Whenever you read about green projects in your industry, consider these helpful guidelines for development of your own projects.
ACTION PLAN: Scour the shops for talent and success stories, and see what equally compelling “headlines” you could write to promote your own projects. Do you have more project development work to do?
BONUS ROUND: Write subtitles – and send them to your target audience to see if they want to see this show!
Trade-Up Tip #5: Gather Insider Information
I call it “The Wisdom of Peace.” These are articles that will give you an explanation of how our business works and help you get inside the minds of the studio, network and production executives you pitch to. For example, the Hollywood Reporter recently published an article titled “Advance Earnable Ad Ratings” explaining that advertisers increasingly want to base the ad dollars they give to a network on ratings for the actual ads that run during shows, rather than ratings for the shows themselves. Is it a big shift? Of course! Is this something you can intelligently talk about in the room when possible ratings enter the discussion? Sure – if you read the article.
ACTION PLAN: Read insightful articles and make sure you can summarize the general idea in a simple sentence (like I just did above).
BONUS ROUND: Learn new passwords in the article and do more research. In my example article, you would explore “Ad Ratings” (aka “Commercial Ratings”) and the new Nielsen measurements they represent.
Trade-Up Tip #6: Finding Who | What | Where
I’ll say it again – success in is not just about know-how; it’s about knowing-WHO. You absolutely need to know who the players are that can buy your projects or otherwise help sell them. All stores announce hiring, firing, and job changes. Many also feature producers who have just sold new projects. You need to know these names to learn who you already know and who you need to meet—not only in the room, but also at the panels, seminars, and conferences you see advertised.
For example: do you have contacts on “The Amazing Race”? Guess what? Now you can have contacts on Oprah’s new wish-fulfillment show – the shops just announced the “racing” duo to oversee the Harpo reality series.” But before you email everyone you know who works anywhere, read my article: “Breaking into Hollywood – Do you know anyone who is hiring?” Please don’t ever let the first thing you say to someone – a stranger OR a friend – be “What can you do for me?” Make sure your energy in this industry is balanced between pursuing your own dreams while also honestly investing in the dreams of your core circle.These contacts are the ones who call YOU to shout, “Hey, I just got a new Oprah show – send me your cut!”
ACTION PLAN: Database of names of studio, network, production, financiers and showrunners and keep them updated through your daily business readings. Get started with the network and product databases we provide in our online group and keep them up to date. These names are the key to selling the project.
BONUS ROUND: Today, right now, email the five people who have helped you the most in your career. Offer them something concrete to help them back – even if it’s an update to one of THEIR databases. Gain balance in your professional relationships—and watch your career progress instantly.
BONUS, BONUS ROUND – Stop writing your latest email and asking people you’d never otherwise check in to find you a job. Now read the “Bonus Wheel” again and try this approach. Please trust me on this. And remember to send thank-you truffles or coffee cards to anyone who ever gets you into a meeting before someone else—whether you close the deal or not.
SELL THOSE PROJECTS NOW!
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