The Good News About Online Pitching in the Film Industry

Keys to creating a successful pitch

In the few short months since the reality of our world has shifted, a tangible ripple effect can be felt across the industry. As a reaction to the ever-growing phenomenon of online pitching, the ‘flight or fight’ modus has kicked in, sparking a wide range of responses from slight panic to playful excitement in many.

It’s non-discriminatory. Young filmmakers, as well as very experienced driven professionals, find themselves concerned with adapting quickly, distracted by how they might come across, and worried if they’ll be able to really represent their project to the best of their ability when they can’t be there in person to talk about it. Familiar self-confidence makes way for self-consciousness, camera-shyness and insecurity about navigating this channel of communication, especially when the stakes are high.

Pitching has always been a source of stress for some, daunting for many and a welcome challenge for others. For most filmmakers who prefer to focus on developing their own projects, it is a necessary evil. And just when some have finally gotten used to the drill, the game changes. And you find yourself on the other side of the camera, either recording video pitches, attending virtual 1:1 meetings or presenting to an on-screen panel.

So, dear filmmakers, here’s the good news. You are, by nature, well-equipped to adapt to this new ‘on-camera’ normal. This is a medium you know well. It’s a matter of adjusting your mindset, engaging your imagination, sharpening your focus and not settling for less than excellent preparation.

How to handle the shift from live to virtual gracefully

Although pitching opportunities and settings are rapidly changing, the underlying rules and dynamics really aren’t. You have a goal. You’re on a mission. You want to make an impression and you need to make a connection. Your audience not only needs to understand the essence of the project, but even more importantly, the capabilities and qualities that you and your team bring to the table.

A pitch is an invitation to have a further conversation. It can sometimes be compared to a first date and can be just as nerve-racking. It’s up to you to spark the interest or trigger the curiosity of your potential partners. And if it clicks, it can be the start of a long relationship. Which is what a film project always ends up being.

And now with the accessibility and growing practice of video submissions, not only has competition increased but expectations have risen. Of the project itself, but more specifically of your ability to communicate effectively. You’re under scrutiny, in 2-d, often without real-time human interaction, within a limited time frame. And this time it’s YOU on the other side of the camera. The pressure is on.

It’s important to remember that, be it a pre-recorded video or an online real-time interview, it’s not only the content that matters. Invisible factors such as likability, credibility, and trustworthiness still play a crucial role in influencing the decision-making process. So the main challenge is how to get your message and vision across, stay naturally confident, and simultaneously charm your viewer — while staring at a screen or into a camera lens.

Preparing for an online pitch compared to a real-world pitch

The key to creating a successful pitch — whether live or online — is knowing your audience. For most festivals and open pitch calls, this information is available. It’s worth doing the research so you can make educated assumptions. Who will be watching your pitch? What is important to them? What are they looking for? What rocks their boat? What’s in it for them?

When you focus on the people you are speaking to and the response you want to evoke, knowing what is relevant or interesting to them helps you to filter, prioritize and structure the content of the pitch and connect with them on a more personal level.

This is so important for online pitches because the viewer/audience/jury will most probably be watching your pitch on their own, in a comfortable familiar environment — in their home or remote work area. So, in essence, you are addressing one person at a time. The more you’re able to leverage this approach, the easier you’ll be to watch and the more relatable you’ll be.

Tips and insights for delivering an online pitch

• Be prepared, everybody else will be.
• See the camera as a channel of communication linking you to your viewer. Project that person (have you done your research?) onto the other side of the lens and talk directly to them, looking right at them, so to speak. Using your imagination, you can make them as receptive as you want them to be. This mindset shift can definitely be an advantage over real-life unpredictable audiences.
• When you speak, remember you’re talking to an individual, because they watch it individually. You can connect with them if you stay connected to your project, your personal drive and your goal: how you want them to receive your idea.
• Even though you’re not in the same room, you are in the same virtual space with your viewer, so don’t try to act or perform. They’ll sense it. Practice with a director, or show it to a trusted outside eye, to ensure that you’re understandable and come across how you intend to.
• Technical tip: Take into account the possible attention span and eye focus of the observer- you don’t want to talk their ear off or stare them down.

When not to pitch online — be strategic

• When you’re not prepared or not 100% behind your project, regardless of the current stage of development, think twice about putting in the effort. You want to be sure that you are representing yourself and the project to the best of your ability.
• If your project doesn’t meet the requirements of the call, don’t bother wasting the jury’s time. You’re better off being selective than putting yourself out there randomly for scrutiny, The (dis)advantage of video pitches is that they can be replayed as often as desired, which can work in your favor or not.

The fact is that this is the new industry reality. And the market is adapting fast. We already see the shift to online film festivals and virtual pitch calls and this will only grow. Upcoming festivals are learning fast, developing technical savvy and solutions to accommodate this change. And who knows what other virtual platforms will arise. The game is changing. Seize the opportunity.

This article, written by Bonnie Williams, is the full version of the one that was recently partially quoted in Screen International, where some discuss what the film industry can do about pitching online.

Bonnie Williams is a performance coach specializing in preparing public speakers and industry professionals for pitches, presentations, and panel appearances. She offers individual coaching and tailor-made group sessions. The Whole Package

We are teaming up once again with her to offer exclusive training sessions at our UK Online Pitchbox. She will coach the seven finalists in preparing the delivery of their online pitch to the attending film and TV executives.