A recurring topic all last week at IFP’s Marketing and Distribution Labs was how indie filmmakers can get the most out of their film’s release, both monetarily and in terms of marketing. Friday morning the conversation turned granular (but no less interesting) with lab leaders Jon Reiss, Amy Dotson, and Milton Tabbot discussing the pros and cons of various forms of merchandising. Stressed repeatedly – the key thing to remember is that each film requires a distinct merchandising campaign. Think about your film’s core audience, and what kinds of products they would most likely be interested in. Then plan accordingly. […]