In anticipation of the upcoming full day workshop LSD: Logline, Synopsis, Demo and…. Pitch international speaker, author and story analyst Fernanda Rossi answered the following question:
SAW Video:

What’s the difference between a fundraising demo and a marketing trailer beyond the obvious purpose?
Fernanda Rossi: 
Fundraising and marketing trailers are very VERY different. At the dawn of fundraising trailer history, some 10 years ago, people thought that a sample was a cross between a music video and a film preview. Nothing could have been further from the truth.
A fundraising demo has to convince a few people to spend a long time with you and a lot of money on the film, so there better be a story somewhere there. The marketing trailer has to entice a huge number of people to commit a few hours and little to no-money; in that case eye candy goes well with the popcorn.
Therefore a fundraising sample is more like a short without an ending: it has full scenes revealing excerpts of the story to-be and a cliffhanger in the end to imply potential for a longer story. On the other hand, the marketing trailer also known as a film preview is more like a music video: catchy sound bites, flashy montages and graphics. The main goal is to dazzle prospective lay audiences not to reassure investors and funders.
Having said that, crowfunding is blurring the line of what’s fundraising and what’s marketing. Such demos do both, they raise money as well as awareness on an upcoming film. Striking a balance is key in making the story viable yet wow these first viewers. As if documentarians needed another challenge!
Fernanda Rossi
Author • Speaker • Story Analyst
Get your funding, pitching and script kinks worked out this Saturday, October 5th with Fernanda Rossi.
We will be accepting registration the day of the workshop, but you can sign-up on-line here.
Fernanda Rossi

Renowned speaker and story analyst Fernanda Rossi has doctored more than 500 fiction scripts, fundraising samples and documentaries, including two nominated for the Academy Award® and many that received funding from ITVS International, NFB and others. She has given her workshops in more than 12 countries and at world markets, such as Hot Docs, Sheffield Doc/Fest and Sunny Side of the Doc. Her book Trailer Mechanics: How to Make Your Documentary Fundraising Demo, 2nd Edition, is, according to industry professionals, the bible on demo production. www.documentarydoctor.com

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