So the other day I was sent a link to Melissa Joan Hart’s Kickstarter project page. Melissa was high on the recent successes of fellow Hollywood middle-folk Kristin Bell and Zach Braff after getting their movies funded on Kickstarter. And hey, so were the rest of us! Movie-making was finally being decided by the consumer and not some dopey producer who didn’t know the difference between Dog Day Afternoon and Beverly Hills Chihuahua. Yeah! Power to the people!
For those of you who think the internet is stupid and therefore haven’t used it this year, Kickstarter allows you to set up an online pitch, via text, video, pictures, valentine’s day cards, or whatever else you can think of, and then assign a target amount of money you’re trying to raise for your venture (in this case, a movie budget) and then let people send you money so you can try and reach that goal. Zach Braff, for example, who wrote and directed the indie mega-hit “Garden State,” has been frustratingly trying to raise the money for his new movie without giving creative freedom over to Generic Producer A-D, who would sell their left kidneys if it meant Zack casting actors like Miley Cyrus and Selena Gomez in key roles. In order to avoid those casting catastrophes, he decided to raise the money himself so he could have total creative emancipation. And he succeeded!
But here’s the thing. Zach Braff had all his cool funny friends appear on his video and for the most part, he was funny and cool, too. Melissa Joan Hart on the other hand…..? Not cool. Not funny. I mean she has her MOTHER in the pitch video with her. Rule number 1. When you’re doing a Kickstarter campaign, DO NOT INCLUDE YOUR MOTHER IN THE PITCH. You’d think that’d be obvious but I suppose the tool is new enough that people haven’t figured out all the nuances yet. For that reason, watching the Melissa video go down was sort of like watching a bad, slow-motion Gangnam Style impression. I mean here’s the logline she listed for the project, titled “Darci’s Walk Of Shame”: “An impulsive act has Darci face enormous hurdles to get back to her sister’s wedding & avoid her family witness her first walk of shame.” Umm, what does that even mean?
But it gets really bad in the “prizes” section, something Hart even promotes in her pitch video as being better than the wack prizes former successful campaigners Veronica Mars and Zach Braff promised. For $100, you get two of the cast members of Darci’s Walk Of Shame (people whose identities we don’t know yet) to follow you for ONE YEAR on Twitter. That’s right. You get two unknown struggling actors to follow you for one (AND ONLY ONE!) year on Twitter! The description of said prize makes it very clear, however, that one of those people will NOT be Melissa Joan Hart. Nope, she can’t be bothered to click a button on her Twitter feed that says “Follow.” Far too stressful. It’s no surprise that of the 2 million dollars Hart was trying to raise to make her movie, she only made 50,000.
Okay, you’re probably wondering why I’ve turned today into “Make Fun Of Melissa Joan Hart” day. Truth is, Melissa seems like a really nice girl who was a little misinformed about what kind of people and projects Kickstarter rewards, as well as how to put together a snazzy pitch. The reason I bring Melissa’s struggles up is because it got me thinking about screenwriting. Specifically how Kickstarter can help screenwriters. Now you’re probably thinking I’m going to go into this whole spiel about putting your script up on Kickstarter and trying to raise money for your movie yourself. No, I’m actually telling you to do the opposite.
You see, one of the most common complaints I hear from screenwriters is how frustrating it is to be on the outside. How producers keep rewarding these crappy screenwriters with produced credits, buying up project after project of theirs, while they’re sitting here with a much better new spec that (in their opinion) is worth a six-figure sale. Why won’t more people give them a chance? Read their stuff? Give them that money!? Why does Hollywood only play ball with their own players?
Well, let me ask you a question. Why haven’t you gone over to Kickstarter, my dear screenwriting brethren, and invested in any of these upstart movies people are putting together? I’m not talking about giving them a thousand dollars. Or even a hundred dollars. Why haven’t you given them, say, 10 bucks? I don’t read minds but I’m pretty sure your answer is something like: “Because I don’t know those people.” And for that reason, you don’t care about them or what they’re doing. I mean, who knows if they even know what they’re doing? Why would you shell out ten bucks for something so uncertain?
Ah-ha! Let that obvious stance sink in for a moment.
Now ask yourself the same question about your script, but from a producer’s point of view. Why should they read or buy your screenplay? They don’t have any inkling of whether you know what you’re doing or not. Why would they give you 2 hours of their time or 300,000 dollars of their money? You may say, “Well 2 hours is not a lot of time!” It isn’t? How long does it take before you’ve ditched one of those Kickstarter pages? 30 seconds? 20? I bet you’re not meticulously reading every little detail, going through every single prize, watching the pitch video from start to finish. Heck, chances are you made a ten second glance and you were out.
You see, with Kickstarter, we the people visiting these pages are the (potential) producers. We decide if something is worthy or isn’t. When someone like Zach Braff comes along, someone who’s proven himself by making a good movie, we’re way more likely to give him money because he’s proven he can do it. But when somebody we’ve never heard of before pitches us something, there’s no way we’re giving away our hard-earned money. We simply don’t know if this guy can pull it off.
That, my friends, is how producers are looking at you. Each individual script you write and send out there is like its own little Kickstarter campaign. And just like the Kickstarter campaigns you don’t give a shit about because you don’t know those guys, they’re doing the same. You can’t blame them because all they’re doing is what all of us do every day. We filter out the junk. We choose movies based on our familiarity with the people involved. Even if you’re one of the lucky ones and you get a producer to actually read your script and actually LIKE it, you still have no established record. So instead of going with you, the random guy, they bet on the sure thing – the previously successful book or graphic novel or video game.
Now you may think I’m trying to depress the shit out of you. As I read back through this post, it certainly sounds that way. But the truth is, the Kickstarter approach can actually help you write and market your next script. Ask yourself, what kind of Kickstarter pages (that DON’T have proven people at the helm) might get you to invest money? Probably people with a really put-together professional Kickstarter page for one, right? A clean synopsis. A well stated business plan. Someone with a really great movie idea. Someone who probably posts one of their previous short movies and it looks amazing, or they post some pre-viz work for this project that looks stunning – stuff that gives you confidence these guys are capable of making something great, right?
Well, why not take that exact same approach and apply it to the writing and selling of your current screenplay? 1) Choose an original marketable concept 2) Execute that concept 3) Write a query letter that excitedly teases your script and demonstrates your professionalism. If you fail on any of these fronts, it’s very likely you won’t sell your screenplay. So the next time you complain that Hollywood doesn’t care, hop over to Kickstarter and ask, “Why don’t I care about them?” Put yourself in those producer shoes and ask why you’re not contributing your hard-earned money to these people (i.e. the idea’s stupid, they can’t spell, they look unprofessional) and make sure you’re not making the same mistakes when you’re writing your script, pitching your script, or sending out query letters. I can’t promise this approach will end up in a sale. But I CAN promise it will give you your best possible shot at one. Good luck!
