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Marketing Your Film for Engagement and Impact

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Date and time
Friday, May 30, 2008

Anne Zeiser moderates an invaluable primer for filmmakers on how technology and media are changing content and the audience's consumption of it.There is a glut of films being made these days, from the profound to the vacuous, on every conceivable platform: in theaters, on TV, online, on mobile phones, even in public restrooms. These trends are changing the language of film and raising the bar to getting your film noticed and giving it lasting meaning. In this panel, experts in documentary and narrative film marketing illustrate how the passive standards of getting "eyeballs on the screen and bums in seats" have transformed into more active measures of audience education, engagement, and activation. Learn about developing your film and content for multiple platforms for maximum audience reach; leveraging partnerships and community outreach for authentic and deep penetration; and moving audiences from awareness, to understanding, to action in order to catalyze positive social change. This is an invaluable primer on how technology and media are changing content and the audience's consumption of it. This event is part of the 2008 Making Media Now conference, presented by the Filmmaker's Collaborative.

Anne Zeiser is an award-winning strategist whose background as a broadcast journalist, marketing executive, and social advocate uniquely positions her as the architect of successful, outcomes-driven media campaigns. Before founding Azure Media to provide strategy to media companies, Anne was Executive Director of Marketing, Publicity & Media Platforms/Director of National Strategic Marketing at PBS/WGBH where she oversaw strategy, marketing and publicity, impact campaigns and affiliate relations for PBS icons including *Masterpiece Theatre*, *Mystery!*, *NOVA*, *American Experience*, *FRONTLINE*, *Antiques Roadshow*, *This Old House*, *Arthur*, *Curious George*, *Zoom*, and *Design Squad*, as well as numerous groundbreaking multi-media special projects. Zeiser began her career in government. Her work in journalism, marketing communications, and public affairs has received top industry honors and she is a member of the Academy of Television Arts & Sciences and a Board Member of the Filmmakers Collaborative.
Cynthia Lopez is the vice president for American Documentary's POV. Cynthia Lopez has been with POV since 2000, serving first as Communications Director before being appointed to Vice President for American Documentary. Lopez is responsible for development of programming content, broadcast distribution, communications and marketing, and strategic development of the organization. Under her leadership as Communications Director, national media coverage of POV programs more than tripled and she has forged strategic partnerships with Harpo Studios, Netflix, ABC News' *Nightline*, WNYC New York Public Radio, Pentgram, Inc., Metropolitan Transit Authority (MTA) and *Ms. Magazine*, among many others. The promotional campaign Lopez spearheaded for the POV film, *Farmingville*, won the prestigious EPPSilon Award. Before joining POV, Lopez spent four years at Libraries for the Future as Advocacy Director, developing innovative strategies to serve some of the nations poorest libraries. Her previous experience in public media includes stints as Acting Executive Director of Deep Dish TV Network and Executive Producer of Satellite University Network. Her production credits include serving as Executive Producer on Beyond the Browning of America (PBS) hosted by Maria Hinojosa, and as Senior Producer for The Qunicentenary, a Television Espanola, Canal+ and BBC co-production. Lopez is a founding board member of NALIP (National Association of Latino Independent Producers) and is an advisor to REEL New York (Thirteen/WNET New York). She has been an advisor for the Heinz Awards, Rockefeller Foundation, Ford Foundation, Latino Public Broadcasting, Rockefeller Fellowships, Independent Television Service (ITVS), Americans for the Arts, the Banff Centre in Canada and AIVF. She has been a presenter at a variety of venues including: White House Conference on Libraries, Massachusetts Institute of Technology, Brown University, United Nations Women's Conference, Channels for Change (Scotland) Center for Democratic Communications (South Africa) and the international media alliance, Videazimut, among others.
Bonnie Abaunza joined Participant as Vice President, Campaign Development & Operations in May, 2007, where she is responsible for the creation and implementation of advocacy campaigns for Participants films. Prior to Participant, Bonnie served for six years as Director of the Artists for Amnesty program for the United States headquarters of Amnesty International, cultivating relationships with celebrity spokespeople interested in leveraging their visibility to support critical human rights and social justice issues and raising Amnesty Internationals visibility, enhance organizational diversity and attract a new generation of activists through the power of popular media. During her time as Director, Artists for Amnesty has produced four film festivals, four Academy Awards viewing parties to benefit Amnesty, quarterly entertainment industry salons, more than 50 high-profile feature and documentary screening events, and numerous fundraisers, art showings, and educational and promotional events. Bonnie graduated from UCLA in 1986 with a Bachelor of Arts degree in Political Science, with specialization in International Relations. Recipient of the 2004 Hispanic Heritage Award given by PBS affiliate KCET Los Angeles and Union Bank of California for her singular contributions to the arts and the Latino community, she has also received commendations from the United States Congress (House of Representatives) and from the City of Los Angeles. She currently serves as Board Chair, Artists for Amnesty and on the Board of Casa Libre/Freedom House operated by the Center for Human Rights and Constitutional Law.