Editor's note: This is first guest post from Jon Reiss.

Let me clarify some of my feelings about the PMD. I will add my universal caveat that every film and situation is different. But here are some important guidelines:

1. The best case scenario is that a PMD is on board as a full collaborator and worker from as close to inception of the film as possible. No later than beginning of prep. This allows for, what I feel, the optimum of the integration of audience connection and engagement (which is what distribution and marketing is at its essence). If you wait till you have finished your film – you are in a world of hurt (I’ve said that before, but I don’t think I can say it enough) because this connection building and engagement take time and effort and cannot be hurried.

There is a growing movement in independent film to incorporate a new position, the Producer of Marketing and Distribution, into a films production team. Filmmaker/author Jon Reiss has coined the term and I believe is responsible for the birth of the position. This is an important step forward for the DIY filmmaker who wants to retain his films rights and control his own destiny through self-marketing. However, there are a few obstacles to overcome for this position to be successful. Here are the marketing responsibilities Jon has listed for the PMD.

What are the qualifications needed for this new position?
To perform the job successfully the PMD will need to posses or have an understanding of the following skill set:

Market researcher

Two of the more interesting and entertaining films I’ve seen this year are What’s Up Lovely directed by Gary King and I am Bluebird directed by Tom Verrette made for  $3,000 and $80,000 respectively.  These films are part of an emerging indie scene and screened recently in Los Angeles at the Downtown Theater by Cinefist and Film Courage Interactive, two leading supporters of independent cinema.  These are great examples of what indie films can be. Both are emotionally engaging and intellectually challenging yet still accessible. They took chances with narrative and style but didn’t go so far as to be considered experimental or alienate the viewer.

This is for the DIY filmmaker who understands they must be involved in marketing their films to be successful. Yes, even if you sell to a traditional distributor you will not be exempt from marketing your film to make it successful.

Marketing should always start with knowing and setting your goals. Lets pick one:

Goal: Create a sustainable career as a filmmaker.

Sustainability

Part Two

This two part series is for the DIY independent filmmaker who is self-distributing their film and for any filmmaker who wants to help build their reputation. In part one I talked about understanding YouTube as a community and search engine when developing your marketing strategy. Here you will learn that optimizing your videos for YouTube goes beyond choosing the right keywords. While they are critical to your success they are only part of the solution to getting more views for you content. Lets start by restating our goals from part one:

• Increase awareness and interest for your film
• Develop and sustain positive word of mouth
• Build an audience
• Promote yourself (as a director/writer/producer)

Part One

This is part one of a two-part series to help Independent Filmmakers use YouTube to help you market your film and build a brand around you as a filmmaker. Part One is how to develop a strategy for YouTube and better understand the platform. Part Two will drill down into the tactics of how to get more views for your video content.

Why are you putting your movie trailer on YouTube?

Your movie trailer is created to market your film. It is not your film.
This post is about using YouTube to market your film and build your reputation as an independent filmmaker.

Yours goals should include:

• Increase awareness and interest for your film
• Develop and sustain positive word of mouth
• Build an audience
• Promote you (as a director/writer/producer)

As indie film distributors have disappeared, self-distribution for filmmakers is gaining traction giving filmmakers hope that they will be able to make films and create career sustainability. Perhaps it should be called self marketing, not self distribution as distribution is really not the issue. Making the film is what you as filmmakers are trained and inspired to do, but most of you are not marketers. Having an understanding of how marketing works can mean the difference between success and failure when it comes to DIY distribution. One of the mantras in the DIY movement is to find, connect and engage with your audience. The “find your audience to market your film” part is great advice and for most marketers this is routine for their business.