Low budget film and animation productions utilize every means possible to get the job done, all the while watching every penny. Filmmakers often tell stories of their earlier work, from casting parents and friends, to shooting in their neighbor’s backyard.
However, within the last ten years we’ve seen a jump in the quality of low budget projects as well as higher profits. The 2009 box office hit Paranormal Activity was filmed on a budget of only $450K and brought in over $89 million in profits. That’s a 19,849% return on investment! This is all thanks in part to smart viral marketing campaigns, as well as creative editing via digital technology.
Independent filmmakers and animators are able to create projects more cost effectively compared to the big name studios. Since their projects are low budget, an independent project can afford to fail, compared to a major motion picture company flop that could cost millions.
In the case of Paranormal Activity, we saw a highly creative viral marketing campaign based on sounds and reactions that fed off human curiosity. Online trailers showed clips of the audience’s reactions of sheer terror, paired with strategic sound design. Digital Audio was key in adding to the fear factor to the preview. This drove traffic into the theaters and proved to be another contributing factor to the project’s success.
Cogswell College offers programs in Digital Art and Animation designed to prepare students for careers throughout the entertainment industries. Cogswell also offers programs in Digital Audio Technology, which provides project-based instruction for a wide range of professional audio fields by developing skills in sound design for film and other areas. Both areas are key for independent low-budget projects to become box office hits.