​

Hey Reader,

Most independent filmmakers market their movies the way Hollywood does.

Big trailers. Splashy posters. A desperate hunt for press coverage.

But here’s the truth: that strategy won’t work for you.

It didn’t work for us when we made 13 Miles, our indie triathlon film. It’s not working for most indie filmmakers I know. And if we had followed that path for The Quiet Canadians, we’d be stuck in a cycle of frustration, wondering why nobody cares about a project we are pouring so much effort into.

So if you’re an indie filmmaker trying to build an audience, raise money, or even just get people to notice your work—this is for you.

Let’s break down the two biggest mistakes indie filmmakers make when marketing their films and what to do instead.

Mistake #1: Marketing Too Late

Most filmmakers think marketing starts when the film is done. They wait until they’ve wrapped production, edited the final cut, and then scramble to promote it.

By then, it’s too late.

We knew this with 13 Miles. From the start, we realized that a niche sports drama like ours would need a different approach to stand out. So, we started building our audience two years before we even started filming.

In 2014, we traveled to the Ironman World Championships in Kona—not just to gather B-roll for the film but to immerse ourselves in the world of triathletes. We interviewed both professionals and amateurs, shared behind-the-scenes insights, and started building real relationships with the community.

We reached out to key figures in the triathlon space—before “influencer” was even a term—to create organic connections. We took photos, captured content, and engaged with athletes on social media, all before there was even a movie to promote.

By the time we went into production in 2016, we had an engaged audience that already knew about the project and felt connected to it.

That’s what indie filmmakers miss. The marketing starts long before the cameras roll.

We never thought, "Once we have the trailer, once we have the final edit, once we have festival selections—then we’ll start promoting."

We knew that with that approach, nobody would be waiting for the film.

It didn’t matter how passionate we were. It didn’t matter how hard we worked. We'd be starting from zero, trying to convince people to care.

With The Quiet Canadians, we’ve applied the same approach over the past year. Filming is planned for this fall, and it’s March. We’re still actively reaching out, still connecting with spy movie fans, thriller enthusiasts, and potential brand partners. By the time the cameras start rolling, we won’t be starting from zero—we’ll have a built-in community.

Hollywood spends millions to force people to care. Indie filmmakers can build something people already care about.

But only if they start early.

The Fix: Start Before You Need Them

Marketing doesn’t begin when the film is done. It begins when you start.

With The Quiet Canadians, we’re taking the same approach.

That’s why we launched the Insider Intel newsletter over a year ago.

At first, it felt strange. There was no cast, no budget, just an idea. But by sharing the journey early, people started to care. They replied to emails, asked about the story, even suggested filming locations.

Now, instead of trying to get attention, we’re earning it. The audience isn’t just watching from the sidelines—they’re invested in the process.

Hollywood spends millions to force people to care. Indie filmmakers can build something people already care about.

But only if they start early.

Mistake #2: Making It About You

Most filmmakers think their marketing should be about their dream, their vision, their passion project.

But here’s the hard truth: nobody cares about your dream to make a movie.

They care about how the film connects to their interests, their values, and their identity.

When we started marketing 13 Miles, we realized something: hardcore triathletes weren’t just interested in the movie because it was about a triathlon. They were interested because it captured the mindset of endurance athletes. The struggle, the perseverance, the grit.

That’s when the messaging changed. Instead of saying, "We made a great triathlon movie, you should watch it," we started saying, "This film is about the endurance mindset. It’s for anyone who knows what it’s like to push through when everything in your body tells you to quit."

And suddenly, people started paying attention.

The Fix: Make It About Them

With The Quiet Canadians, we’re taking the same approach. Instead of just talking about our indie spy film, we’ve been engaging with an audience that already cares about espionage and political thrillers.

We’ve posted about James Bond, The Bourne Supremacy, and Tinker Tailor Soldier Spy, drawing parallels to The Quiet Canadians. We’ve joined discussions, interacted with fans, and built relationships with those who already have an interest in this world.

That’s when the comments and shares started rolling in. Instead of spending money on ads, we spent time on conversations.

That’s how indie films win.

The “Elegant Marketing Strategy” for Indie Films

Seth Godin, one of the OG internet marketing teachers, calls this approach “elegant marketing strategy.”

It’s not about pushing your product in front of people. It’s about creating something so relevant, engaging, and valuable that people come to you.

Here’s how this applies to indie filmmaking:

1. Find your true fans, not just an audience.

Hollywood markets to the masses. Indie films thrive on small, passionate groups. Who needs to see your film? Who will champion it?

2. Make marketing part of the story.

Marketing isn’t a separate task—it’s baked into the filmmaking process. With 13 Miles, our behind-the-scenes interviews, triathlon event coverage, and athlete connections became part of the film’s story. The same is happening with The Quiet Canadians.

3. Give your audience a role before they even see the film.

If people feel invested in a film before it’s made, they’re more likely to support it. That’s why we launched the Insider Intel newsletter. It’s not just about updates—it’s about letting people feel like they’re part of something.

4. Time and relationships matter more than money.

Everything I just described? It’s “free” in terms of cost. It doesn’t require a studio budget, just time and effort. But those relationships will outlast any ad spend.

This is why indie filmmakers need to shift their mindset. Instead of worrying about how to “market” your film, start building a movement around it.

The Indie Filmmaker’s Advantage

Most indie filmmakers assume marketing is about getting their film in front of as many people as possible.

The reality? It’s about getting in front of the right people early and making them feel like insiders.

That’s how you turn casual interest into actual engagement.

That’s how you turn an audience into a community.

That’s how you market your film without a million-dollar studio budget.

Big studios win by spending more.

Indie filmmakers win by caring more.

If you’re making an indie film, how are you thinking about marketing differently? Hit reply—I’d love to hear about your project and what’s working for you.

Before We Go: A Few Things You Might Enjoy

🎙 New Podcast Episode: A Prop Master’s Hollywood Journey

This week on Off The Lot, we had an incredible conversation with Dean Goodine, a veteran prop master who has worked on everything from Unforgiven to Heretic. He shares behind-the-scenes stories about crafting authenticity in film and how props shape storytelling in ways most audiences never notice—but always feel. If you’re a filmmaker, you don’t want to miss this one.

​Listen here​

🎬 Watching Island Between Tides in a Theatre—Why We Do This

Last night (Friday, March 7), I had the chance to watch Island Between Tides—a film I worked on as an Assistant Director—in a movie theatre with a full audience.

There’s nothing quite like sitting in a dark room, watching a movie come to life with a crowd, then spilling into the lobby afterward to talk about it for an hour. That’s the community we have and the one we’re building together.

The more we make our own movies, the more chances we have to share them with each other and chat about the process after. Imagine if each of us had a movie premiere in the next two years—our social calendars would be filled with screenings, Q&As, and late-night conversations about filmmaking.

That’s what I love about being an indie filmmaker. The ability to say “I made this for us”—then turn around and watch someone else’s film and celebrate their achievement.

Let’s keep making, sharing, and supporting each other.

Missing anything that you want to see? Let me know.

Cheers,

Anthony (He/Him)

P.S. If you found this useful, share this email with another indie filmmaker. Let’s help each other build smarter, more sustainable ways to get our films seen.

P.P.S. Do you REALLY LOVE these emails? Buy me a coffee and let's take the conversation further. I'll reach out and we can discuss a specific matter relating to your career, a project you're working on, or mindset you're trying to achieve.

Ways to Work With Me

1. ​Monthly Coaching: To help you get unstuck in a script, your marketing plan or movie launch, etc.
2. ​Consultation Calls: Great for Pitch Deck reviews, script discussions, pep talks.
3. ​"Scratch to Screen": A guided 52 week email and live coaching course.
4. Budget and Scheduling: Telefilm is opening up applications for funding! If you want to apply, or pitch your script or film idea to producers and investors, you need a tailored budget and schedule. Reply to this email if you'd like this service.

Watch and Support My Previous Work

"13 Miles" a Telefilm grant recipient, is available to watch on YouTube!

Upcoming Projects

"The Quiet Canadians", a feature movie about skilled Canadian operatives who are trained in the elimination of local and foreign targets, is in development. Click here for more information​

"Xing'er: Origins", a feature film about a family's fight for survival against a deadly sect of assassins, is in development. Click here to find out more.​

See more of our projects in development by checking out our website.​
​