In our last post, we talked about the importance of getting a "warm intro" for that all-important connection to a financier or investor in your next film or TV project.
Let's now take a look at how you might go about finding this...
How To Get That All-Important “Warm Intro”
Once you've decided to submit your project to be reviewed by an investor or production company, you need to work hard to see whether you can get a warm intro to somebody there.
This process is very important, and will always give you a better chance of being taken seriously than if you simply submit a cold query.
But where do you start?
Using Your Network
This is where your network becomes so vital! And this is why every filmmaker - even if you are just starting out or are still in film school - needs to be spending as much time as possible networking, whether online or in person.
Building a strong network will help you in so many ways. People don’t always tell you this, but the most successful filmmakers are often the ones who have the strongest networks. This doesn’t mean having as many contacts as possible on your LinkedIn or Facebook profiles, but rather it requires taking the time to cultivate meaningful relationships borne out of mutual respect and support for one another’s work.
As well as emotional support, your network can also play a big part in your professional success when the time comes to call on it, as appropriate. Hopefully those within your network with whom you have a strong relationship will be willing to offer you support, either as a collaborator themselves or via their own networks.
The more people you have in your immediate network, the more people you’ll be able to reach out to in your extended network, whether now or in the future. When you identify a particular investor or company to which you want to submit your project, you can use your network to see who you know that might be willing and able to make a warm intro to them on your behalf.
Getting That Warm Intro
Let’s imagine that you have identified an investor who you know has funded a film or TV show like the one that you are currently putting together. You could go on to the IMDB and research all the projects that they have funded or been involved in.
Go through each title. Look through the credits of each one. Do you know anyone there? If not, is there anyone within your network who might know someone and can introduce you? Be sure to look through all their credits and all their projects - sometimes, even the most tenuous connection can open doors for you in ways that you could not predict.
Perhaps you know someone who knows someone, or perhaps they know someone else. That’s how networks function!
Use all your resources. Look that person up on LinkedIn, Facebook, Twitter, Instagram, or anywhere else. Do you have anyone in common? Do you have a rep at a management company or an agency who might know someone that has worked with them before? Do you have a lawyer who might have contacts that can put you in touch? How about your film school professor or mentor? Or that organization that gave you a grant a couple of years ago?
You might need to work backwards to figure out where that warm intro could come from and who it might be. This can be a puzzle to be solved, even if the answer is not immediately evident. You may have to ask who knows whom, or whether anyone has a contact within their network or a relationship that you haven’t yet explored.
However far into your network you need to stretch, make sure that you leave no stone unturned when trying to connect with your ideal partner or investor. That one individual could be the person that makes all the difference!
Part Of The Game
This might sound like a stretch but it’s not. This is all part of the game and everyone is playing it, so you need to play it too!
Investors often see this as a test of just how hard you are willing to work to get to them. Many financiers admire this quality in a filmmaker or producer. It shows grit and commitment to getting things done. Those are great qualities to look for when investing in someone, so don’t underestimate how important this is.
This might sound harsh but I’m afraid it’s true: many filmmakers do not work hard enough to establish the personal connections that they need to get that one warm intro that could change their lives.
They are often given bad advice and told that by simply writing a great script, they will naturally attract the funding that they need. Unfortunately, that is not usually the case.
A great script still needs to get noticed and read. And most investors will not usually read a naked script unless it has some kind of recommendation or endorsement along with it.
Getting that can take a lot of time and effort - but it is worth it!
Be Genuine
Just remember that, when you network, you have to be genuine. If you are only connecting with someone to take advantage of their relationships - which they have likely spent many years building up - this does not make you look good.
If you want someone to help you, they need to like you and believe that you would do the same for them if necessary.
Networking is a two-way relationship, and it takes time to establish that trust with someone.
People take a lot of time and effort to build their vital relationships, so they are naturally protective of them. Don't simply assume that they will put these on the line to help you unless you have already proven to them that you are worth it.
Give them a reason to help you, and let them know that, if they do recommend you to one of their connections, you will represent them in a positive way.
When someone within your network makes a personal introduction to an investor on your behalf, they are putting their reputation on the line as well. So, they will need to be very confident in your abilities both creatively and as a business-minded professional before making that introduction. Be careful not to betray their trust. Word can spread quickly within this industry, and it will affect your own reputation.
Networking is a long-term game, so don’t just shoot for short-term gains or take advantage of people.
Incentivizing Them
When asking for a favor to facilitate a warm intro, be aware that your mutual connection may also want to know that there is something in it for them too. After all, if they have put in the work to build a relationship with an investor that you are now able to take advantage of, it’s only fair that they should be compensated as well.
Be open to the idea of including them in any deal or project that moves forward. Networking is about partnerships, and however friendly someone may seem, nobody is obliged to do anything for free.
Indeed, it is just good business for everyone to look after themselves in this industry and seek to further their own career. You would do the same in their shoes.
Whether financially, or simply returning a favor, or any other kind of compensation, make sure that this is a mutually beneficial relationship for all parties and that everyone gets a good deal.
Network, Network, Network!
So, the best advice that I could give to any filmmaker looking to make it in the industry is this: network, network, network! This is one thing that will always help you in your career.
Filmmaking is a team sport. Build your team, and pick your teammates carefully. Curate your network thoughtfully with the best people that you can learn from. You cannot do this alone.
Be smart in connecting with the right people who have done this before and who know what they are talking about, who can advise you in the right ways and help to connect you with the right people when the time comes.
Very few filmmakers get their projects funded simply by sending out cold queries - it just doesn’t work like this. Put time into building your network with the right people and you’ll soon see how many doors begin to creak open for you in ways that you probably could have never imagined.
This post has been adapted from our book HOW THE HELL… Do I Get My Film Financed: Book Three: Equity Financing by Ricky Margolis. To learn more about Equity Financing, and how to raise, invest, spend and return it, check out this book and other books in this series on film and TV financing and production by clicking here.
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