What is a PMD?

There has been much talk lately about a new film crew category titled the “Producer of Marketing and Distribution (PMD)”. Of course this comes as no surprise to Film POP! since this is what we do as a company. But now this much needed position has a title thanks to Jon Reiss.
“The purpose of the PMD is for one person on a filmmaking team to be responsible for audience engagement (aka distribution and marketing). It derives from the recognition that filmmakers (filmmaking teams) need to own the audience engagement process and that this process should start as early as possible – either at inception or no later than the beginning of pre-production for the best results. “
Reiss goes on to explain that this position takes a lot of time and work, and that the director, producer, writer, etc are too busy making their film to be responsible for all the film’s marketing and distribution efforts too.
There are many responsibilities for the PMD, and although not every film will use all the same elements of the PMD’s strategy since all films are different and have different needs.
1. Research and identify the films audience
2. Engage with said audience
3. Develop distribution and marketing strategy
4. Create budget for marketing & distribution plan
5. Integrating offline and online strategies, including media exposure, PR and live tie-ins
6. Position film company as thought leaders
7. Provide information that reaches masses via blog/site/social media tools
8. Listening to the buzz, engaging with the “groundswell”, creating community
9. Produce potentially viral and interactive content across platforms and audiences
10. Create national recognition of film to audience and press, bloggers, etc.
11. Creating Marketing Kit for film
12. merchandising around the film and fans
13. Engage fans with offline screenings and create fan-based incentives for marketing the film online and offline

It should be noted, in order to have the PMD succeed, a filmmaker needs to bring the PMD on board as a full collaborator as soon as possible (that means pre-production). Doing so will allow for the proper time to grow your audience and engage.
Finally, the question that comes up most often is how do you compensate for this position? And the answer is you budget it, just like you budget in a producer, gaffer, or make-up artist. The PMD is part of your crew, the role is a necessity just like the camera operator is imperative.  Next we will talk about how you “qualify” someone to be your PMD.