Elevator Pitch
As Michael Rabiger describes in Directing the Documentary an elevator pitch is a brief, 30-second to one minute statement of your film, orally delivered, colorfully described in a way that allows listeners to easily visualize your film.
It is called an elevator pitch because you should be able to present it in the duration of a brief elevator ride. In fact, it should last for no more than one minute maximum, although it’s probably better to get it down closer to about 30 seconds.
You may overlook constructing your elevator pitch, as many filmmakers do, but I believe having a well-constructed elevator pitch for your film project is an essential tool. One I recommend you create early on in your project.
You will be grateful to have it as you navigate through every stage of making your film and are able to concisely and succinctly describe what it is you are attempting to make.
Why You Need An Elevator Pitch
Here are some reasons why it's worth the time to create.
1. Pique Interest
Contrary to popular belief the elevator pitch is not meant to sell your film to anyone, as such. It's initial purpose is not for them to donate to, buy or champion your film, because that wouldn't be realistic.
The elevator pitch's primary purpose is simple - to pique the interest of the listener.
The idea being that whomever you are talking to, whether that be a complete stranger, a friend or a potential funder, based on what you have presented, will want to know more about your film.
2. Generate Conversation and Support
This will hopefully then lead them to ask some pertinent questions and entice them into a conversation with you about your project.
Once they develop this interest and recognition of your film the opportunity for support, in whatever form that may come, may reveal itself.
We spark conversations with people all the time, at the store, at parties, while watching our children play sports.. and if you mention that you are working on a documentary project then the person you’re talking with will ask you what it’s about.
And that is where your elevator pitch comes in! Clear, concise, succinct.
And not only can you utilize your elevator pitch in general conversation, but also at filmmaking events, film festivals or when pitching to an organization or potential major-gift donor.
We’ve all heard the stories of possibility where an elevator pitch given in the most unlikely of places, such as standing in line at the grocery store, has yielded a generous donation to a film project.
You may not know when or where you’ll need it, but it could come in very useful if you have it.
3. Opportunity For Useful or Interesting Feedback
Another benefit could be that you may receive some quite useful or interesting feedback which you can then use to either amend your pitch or perhaps even potentially alter your film in some way.
It is only once we begin to share our film and put it's existence out into the universe that this kind of feedback is even be possible.
4. Generate Clarity For You, The Filmmaker
Crafting your elevator pitch is also directly beneficial to you, the filmmaker, because it can provide you with considerable clarity of what your film is actually about. Your elevator pitch allows you to break down your film to its very essence, taking out all the noise and surrounding energy, and extracting the very core of your film story. The very process of constructing it encourages your considered thought and definition.
What Is In The Pitch And How To Write It
In this video I give you an overview of what to include in your elevator pitch as well as some tips and considerations on how to write it.
Action: When you have completed a draft of your elevator pitch that you're happy with, please feel free to post it in the community group to receive feedback and support. Consider uploading a video of you saying it, rather than in text form (but text is fine too, if you prefer).
Takeaways
Your elevator pitch is a concise and descriptive explanation of the essence of what your documentary film is about.
You will use it to pique the interest of listeners and perhaps engage them in a longer conversation, dependent upon their interest.
It is possible to gain all manner of support by delivering an enticing elevator pitch when then leads to further communication and relationship building.
You can use your log line, if you have already constructed it, as the basis for your elevator pitch.
Here is the log line for documentary, Searching for Sugar Man 'Two South Africans set out to discover what happened to their unlikely musical hero, the mysterious 1970s rock n roller, Rodriguez'
Provide a visual description, use keywords and adjectives, keep it simple and stick to the core story, present the emotion (not just the facts), keep moulding and adjusting it until you're happy, write it and then speak it (the written word doesn't always sound as good when spoken).
Memorize your pitch (you don't want to be fumbling for your words), ensure you speak with enthusiasm and passion, speak clearly and don't rush. Continue the conversation whenever someone shows a genuine interest in your project.