In this article I’ll discuss what a pitch deck is and why it is such an important tool in your promotional arsenal.
I’ll start with the cynical observation that people in the entertainment industry don’t read. And when they do, many seem to have problems with retention.
I’ve thought a lot about why that is and it’s not just about lack of time. I think it’s also about reluctance to expend energy and emotion on a script, only to realize that it just isn’t very good. Often, reading a script is like going on a 2-3 hour date, only to discover that the person you hoped would be fascinating is boring, incoherent, abrasive, unimaginative, or just plain unpleasant. Who wants to do that over and over again? With dozens of potential projects to review every day, even a junior reader is quickly made jaded and apprehensive by the generally poor quality of most stories.
So, enter the PITCH DECK – one step in reassuring your potential reader that you know what you’re doing – that you’re a possible candidate for creative marriage. And decks shouldn’t take long to look at – they’re minimally demanding and, hopefully, maximally entertaining. Moreover, they (if done well), promote the idea that you’re a powerful storyteller, as well as a visual thinker – something that every script writer needs to be.
WHAT ARE PITCH DECKS?
They are illustrated presentations in the form of a slide show, designed to visually capture your feature or pilot-series or webisode. You might even use one to present a stage play. The essential idea is to communicate excitement in a short summary that encapsulates your project on a high level, to pique interest in your script, so that it will be requested and ultimately produced.
But, it’s also a marketing tool where you promote all of the reasons why your film or series makes business sense to fund.
WHAT BASICS SHOULD BE INCLUDED IN YOUR PITCH DECK:
- THE TITLE
- THE TYPE OF PROJECT – whether it’s a 1 hour drama, a half hour sit-com, a feature, or even a web series
- A COMPELLING LOG LINE – this should be 1-2 sentences that entices your viewer to continue looking at your pitch deck. This is the first place where you communicate your ability to be an efficient and compelling writer. Loglines typically define the protagonist, what that individual hopes to do and what might get in their way. [See my blog on The Art and Craft of the Logline.]
- THE TARGET AUDIENCE – what demographic might go to see this project? This is where you break down the audience by age and gender. Do NOT write things like “anyone who enjoys collecting art” or “women under 40 who read feminist fiction” or “guys who like football.” If you limit your target audience in this way, you telegraph that your film or show is not universally appealing, not even to a good-sized subset of the population. And that’s marketing buzz kill.
- THE GENRE(S)
- THE THEME (WHICH CAN BE OPTIONAL) – keep these simple – are you exploring abandonment, or loss of identity, or redemption or the healing power of love? Themes are concisely expressed universal concepts, not complicated explanations such as “this story explores the degradation of our planet and how capitalism contributes to mass consumerism.” Leave such statements for your journal articles, masters thesis or Op-Ed pieces.
- SOME COMPS – here you should compare your project in tone and content to certain films or shows. Two – three comps of well-known films or programs should be offered. Do not suggest comps for obscure or decades-old films that your reader is not likely to know. And avoid likening your series to a show that was universally unpopular or killed after 4 episodes.
- AN INTRODUCTION TO THE KEY CHARACTERS – with some highlights about what makes each of them unique but critical to the narrative. Does one character represent morality and empathy while another is a deceitful manipulator? Since almost all films and shows are character driven, it’s important to explain WHY anyone would be intrigued to follow your characters’ journeys.
- A SYNOPSIS THAT INCLUDES HOW THE STORY ENDS – a pitch deck is NOT the time to be cute and suggest that they ask for your script to see how it resolves. Make it clear what the impactful denouement of your story is – why this will be a truly memorable movie or show people will recommend to their friends.
- YOUR PERSONAL CONNECTION – this can really add to the appeal of your project by suggesting that you are just the perfect person to tell this story. Maybe you’ve had first-hand experience with the topic, or it concerns your professional area of expertise. This can be a big hook.
- MINI BIOS OF CREATIVE TEAM; PAST PROJECTS – this is your opportunity to really promote how well your project is supported and is especially critical if you are seeking funding. Attached personnel provide a huge statement of confidence – whether it’s a director, producer, already committed funding source or actor – the more, the better.
- ANY AWARDS THE SCRIPT HAS WON – if your script has placed in a well-respected contest this is the time to promote this. Examples might be: PAGE; Creative World; the Nicholl; Austin Film Festival, etc. By placed, I mean has ascended to finalist or semifinalist status or has been a top prize winner.
DEPENDING ON WHERE YOU ARE IN THE LIFE CYCLE OF THE PROJECT, YOU CAN ADD:
- YOUR PLAN FOR HOW THE PROJECT WILL BE SHOT, E.G., YOUR LOCATIONS; TYPE OF CAMERA; VISUAL APPROACH – this typically occurs at the point at which a director has been attached.
- ATTACHED ACTORS, DIRECTOR, PRODUCERS, INVESTMENT GROUPS – see notes above on this.
- THE STATUS OF PRE-PRODUCTION AND PRODUCTION – this is only relevant if your project is already underway and you are looking for production or finishing funds, meaning support to undertake post production efforts such as scoring, sound design and editing.
- OTHER SUPPORTING VISUAL MATERIALS SUCH AS:
- A proof of concept film
- A sizzle reel
- A trailer
- A pre-existing documentary on your topic
- Articles on your topic
All of these can be offered as hot links on the appropriate slides in your deck.
- AN ESTIMATED BUDGET – this may be roughly calculated by a seasoned line producer and/or director, based on the number of actors and locations your script requires, but avoid attaching any number if you really have no idea.
WHAT TOOLS CAN YOU USE TO BUILD YOUR PITCH DECK?
Creative Tools
- PhotoShop photo editing tool (for Mac or Windows by subscription)
- MicroSoft Photos photo editing tool (free with Widows)
- PhotoDirector Essential (for the Mac) photo editing tool
- MyEdit (for the Mac) photo editing tool
- ImageGlass (for Windows) photo editing tool
- PictureFlect (for Windows) photo editing tool
- 123 Photoviewer (for Windows) photo editing tool
- Fastone Image Viewer (for Windows) photo editing tool
- Canva presentation tool (free & paid upgrade option)
- PowerPoint presentation tool (bundled with Microsoft Suite subscription)
- Google slides presentation tool (free with your Google email account)
Resources
- Frame grabs from movies*
- Frame grabs from TV shows*
- YouTube videos (for music or stills)*
- Stock footage (free or licensed) from such companies as Shutter Stock, Adobe, Shotdeck, Getty Images, etc.
- Visual searches on browsers such as Google, Bing, etc.
- Also, use shift+Command+3 on the Mac to take a snapshot of any screen
- Scans of materials from library or other archival sources
- MAGE AI-generated image creation tool
- Photographs you shoot yourself
- Video you shoot yourself
*NOTE: for a privately distributed 1:1 pitch deck, you’ll not need to secure rights clearances but you WILL, if you plan to publish your deck on the internet or in any publicly shared forum.
HOW DO WE EVALUATE A PITCH DECK?
When offering your critique and suggestions for improvement to the authors/creators, consider:
1) Is the pitch deck visually exciting and easy to read?
2) Has the author provided a strong enticing logline, a genre or genres, a project type?
3) Has he/she provided some meaningful comps that help you to grasp the tone and the topic?
4) Does the deck convey the unique world of the story?
5) Does the deck make you want to know more about the main characters and why they are interesting?
6) Do you have a high-level sense of the story and why it is high concept? Do you get the big hook?
7) Do you have a clear understanding of the story structure? E.g., Is it told in flashbacks? Is it a period piece? Is it non-linear? Is it told from the POV of a child? Or a dog? What’s unique?
8) Does the author present a powerful ending, ensuring that an audience will find this film memorable?