By Danielle Turkov and Amy Shepherd
This post is part of our series on the industry of impact.
With the right impact support in place, films can both change the world and increase their revenue potential. This being so, we ask: what is the true value of impact for films, and why isn’t impact production a standard budget line?
IMPACT MAKES MONEY
We believe that impact is neither charity, nor a ‘bonus extra’ in film distribution to raise issue awareness; it’s a profit-making enterprise.
Impact production brings substantive content and insight/expertise to films, drives marketing and PR and adds new scope to distribution, including democratising access through taking films to the communities whose story is being told. It builds audiences and market awareness and anticipation, shows the sales potential and ultimately generates viewing figures and ticket sales.
Across pre-production, production, distribution and marketing, impact:
directly contributes to general sales with narratives, messaging and real-world change outcomes generating interest and giving audiences purchase motivation;
opens up novel sale and distribution avenues that traditional distributors cannot or do not routinely access, in particular creating and leveraging corporate and educational opportunities;
provides access to and mobilises relevant influencers and high-level networks, saving PR costs;
contributes to securing film prizes and awards, driving visibility, recognition, press and media promotion, diminishing the need for other marketing spend.