Why Should Filmmakers Think Like Entrepreneurs?
The main reason startups fail isn't because they have a bad product—it's because they can't find customers. The idea may be brilliant, the service exceptional, but without people willing to pay for what you're offering, you're finished. The "build it first and customers will come" approach is a dangerous myth.
Filmmaking shares this same challenge. Your film, like a startup's product, delivers value to viewers: an emotion, entertainment, knowledge, or perspective. But here's what many filmmakers miss—that value isn't meant for everyone. There's always a specific segment of the population that would connect with your particular story.
Your first step is identifying who that audience is.
It's about moving forward with intention rather than walking blind, then wondering why audiences didn't show up once everything is finished.
Finding the Match
Your film offers something specific, and your target audience is actively seeking that very thing. But even when there's a perfect value match, the problem isn't solved. Your film still needs to actually reach those intended viewers.
Which channels will you use to connect with them? In our fragmented media landscape—from traditional theaters to YouTube, film festivals to educational screenings—choosing the right distribution paths becomes crucial. Yet even the right channels aren't enough.
Standing Out in the Crowd
In an oversaturated market where countless films compete for attention, yours needs to distinguish itself. The relationship between your film and its intended audience must be carefully built. People need to discover your film exists, understand why it matters to them, and eventually embrace it.
Each of these steps presents real challenges, which is why launching a film successfully is as difficult as launching a startup.
The Entrepreneurial Advantage
Filmmakers should adopt entrepreneurial thinking because it forces them to see their work within the broader market context and understand the pathways to their audience. This perspective shapes not just the vision, but how the film might be crafted and marketed—all without compromising creative integrity.
It's about moving forward with intention rather than walking blind, then wondering why audiences didn't show up once everything is finished.
The entrepreneurial filmmaker considers the audience journey from the very beginning, making strategic decisions that serve both the story and the people meant to experience it.
