In the world of indie filmmaking, hope is often the driving force behind a project. However, as independent producer Daren Smith learned, hope is a terrible strategy.
Smith’s first film, despite being made during the challenging times of COVID, securing a spot at the prestigious Toronto International Film Festival, and being picked up by IFC Films, fell short of expectations. With a mere $5,935 box office take over seven days on 14 screens, Smith realized that the traditional inside-out approach to filmmaking was flawed.
Shifting from Inside-Out to Outside-In
The traditional model of indie filmmaking often follows an inside-out approach, where filmmakers focus on creating the film first and then scramble to find an audience. This approach, as Smith experienced, can lead to disappointment and financial loss.
Smith advocates for an outside-in approach, where the focus is on building an audience and creating demand before the film is even made. This shift in thinking changes everything, from financing to distribution and marketing.
The Brotherhood: A Cinematic Musical Case Study
Smith’s current project, Brotherhood: A Cinematic Musicalexemplifies this outside-in approach. Even before the film was in production, Smith hired a team focused on visibility, including a tour producer, an organization outreach partner, a social media manager, and a behind-the-scenes videographer.
By the time production wrapped, the film had already garnered over 1,000 online followers, 450 people on a dedicated email list, and more than 1 million impressions. This pre-existing demand attracted financiers, distributors, and production partners, giving Smith and his team the luxury of time to develop the script, hire key creatives, and secure locations.
A Goal of One Million Viewers
Smith is setting a bold goal for Brotherhood: A Cinematic Musicalreaching one million people in theaters. Planned for release in October 2026 during Hispanic Heritage Month, Smith is committed to transparency, publicly stating his goal before the film is even locked.
This goal is a stark contrast to Smith’s first film, which struggled to find an audience. By focusing on visibility and building demand, Smith aims to ensure that Brotherhood has a profitable and impactful release.
Overcoming Resistance
Despite the benefits of the outside-in approach, many filmmakers resist it due to feelings of vulnerability and the fear of over-promising and under-delivering. Smith acknowledges these concerns but emphasizes the importance of reframing the process.
Instead of selling, filmmakers should invite their audience to be part of the journey. By sharing their project and inviting feedback, filmmakers can discover existing demand and build a collaborative relationship with their audience.
This approach requires a permanent shift in how filmmakers operate. It’s about building toward an audience that’s already there, rather than hoping one will show up. As Smith puts it, it’s Track Two thinking.
By adopting this approach, filmmakers can avoid the pitfalls of the traditional model and ensure that their films reach the audiences they deserve.
