If you're like me then you've probably been saddened at the way Hollywood movies spin-off a ton of merchandise that, let's face it, nobody needs. Unfortunately I can't say "needs or wants" because there is demand for it. And while many people will watch pirated movies, they are still buying the merchandise.
So, while still refusing to embrace consumerism, there's a big chance that the future of indie film financing is in merchandising. Maybe not a plastic toy with every Happy Meal but maybe unique, cool stuff that isn't part of a million dollar franchise empire.
Take for example the Cosmonaut store as an example of cool, unique, beautiful...well.. stuff. Rather than just asking people for money to part-fund a movie, the merchandise gives something back - not just the physical product but the kudos.
T-shirts and other clothes have always been used as a public statement about the wearer's personality or opinions. Buying a t-shirt to support an indie movie or a cause buys you kudos among friends and gives a warm feeling inside that you've done something good.
Designing Your Merch
In working with Klatcher.com on the Mindflesh store, we've tried to create t-shirts that are unique but also that have a value outside the movie. That's to say even if someone hadn't seen the movie, the t-shirt would still be cool. Well, at least in some circles :)
The point being that you're not expecting the buyer to be a walking billboard for the movie. It's enough that they bought something from you to help pay back the financing.
Mindflesh being the movie it is, our designs are not for everyone but that's just why they're cool ;)
Where else can you make a statement with your shoes?!
So What's The Problem?
The problem right now is not so much getting the merchandise made on demand - there are many sites like Zazzle - it's the cost base. Just like selling your movie on Amazon, the guy making all the money is not the movie producer who's typically only making 5% to 20% of the retail price.
With more data on what sells, when it sells, who's buying and why they buy, it'll be possible to bulk-buy merchandise and, in taking a risk that it sells, the producer will keep more of the money. Of course, it's not movie making, but if fewer people are buying movies then it's a case of having to find alternative products that they will spend their money on.
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