Is it possible to pack a theater with just $8 in advertising? Indie filmmakker Peter Hyoguchi says yes and he has the city-by-city track record to prove it.
In an age where traditional filmmaking routes are becoming less accessible, Peter Hyoguchi has paved a unique path to success. After embracing a nomadic lifestyle, traveling from city to city, screening his films, and living out of his car. By combining innovative marketing techniques like TikTok ads and direct hand-to-hand promotion, Hyoguchi has found a way to consistently fill theaters with eager audiences. His research indicates that movie studios used to put out about 300 movies per year, but now they’re only producing 80 annually, with that number expected to decline further. This presents a significant opportunity for entrepreneurial filmmakers.
Drawing inspiration from the music industry, where bands tour and sell their albums and merch post-performance, Hyoguchi believes filmmakers need to adopt a similar model. Instead of immediately releasing films on streaming platforms, holding out for theatrical releases can create buzz and a sense of exclusivity. Those who watch in theaters feel special and spread the word, while those who miss out are left with a heightened sense of anticipation.
Hyoguchi has been implementing this strategy by traveling from city to city, offering free screenings to build a brand. His goal is to eventually reach 4,000 screens, thinking long-term rather than short-term. The focus is on his ability to work full-time creatively while traveling. He has given up a permanent home, driving from city to city, staying in hotels, and working out of Starbucks. This allows him to service his VFX and art design clients while making the films he is passionate about.
Tell us a little bit more about your films and what makes you different from other filmmakers.
I started my career at 15 with a short film called The Future’s Future, which won George Lucas’s Youth Film Festival. That experience cemented my identity as a filmmaker. Now, I focus on supernatural thrillers and old-fashioned horror films, though I’ve always been partial to science fiction and genre movies. My latest project, The Occult, is a supernatural thriller that I’ve been marketing in unique ways.
You’ve recently packed theaters using TikTok ads. Can you explain how you did that and for which film?
It was for The Occult. We packed two theaters with 150 people, mostly through TikTok. But it wasn’t just TikTok; it was a mix of different marketing techniques. For our first screening in San Marcos, Texas, I printed 10,000 tarot cards with the movie logo and a QR code, placing them around town in intriguing spots. People would find them, scan the code, and end up watching the trailer. This mysterious approach generated a lot of interest.
How did TikTok play a role in your marketing?
After the success in Texas, I started using TikTok ads. My comedian friends showed me how to target specific demographics and regions. I spent $8 a day targeting women aged 18 to 34 around the screening locations. This demographic responded the most, reserving seats and attending the screenings. The TikTok ads drove a significant amount of traffic to the movie’s landing page, where people could reserve their seats.
How do you manage the reservations and alerts for these screenings?
I use a simple Weebly site where people can fill out a form with their name, email, and number of seats they want. I manually track these reservations in a document. It’s straightforward but effective.
You mentioned also showing the trailer before other movies. How does that work?
Many theaters are willing to show your trailer before other movies, especially if it draws an audience. For instance, people who saw the trailer for The Occult before other films at Imagine Theaters were intrigued and reserved seats for our screenings. This method, combined with TikTok ads, creates a buzz and anticipation.
For filmmakers looking to get their movies in theaters, is it costly? How do you manage to get theaters without paying?
I barter with theaters. On slow nights like Mondays through Wednesdays, theaters are usually empty. I offer to bring an audience, and in return, they let me use the theater for free. They make money from concessions, and I get a venue without the rental cost. Everything is negotiable.
Are you planning to charge for future screenings or continue with free ones?
I’ll continue with free screenings for now. I’m building a fan base and generating press. Once I have a substantial following and recognition, I’ll aim to be on 4,000 screens and start charging. It’s a long-term strategy to create a valuable and rare viewing experience.
How are you funding your films and supporting yourself while touring?
For the past 20 years, I’ve been a freelance filmmaker and visual effects supervisor. I work on commercials, movies, and TV shows remotely, which allows me to travel. I put everything in storage, live out of my car, and stay in hotels. I save money on rent and live my dream full-time, working from Starbucks or on the go.
Peter Hyoguchi’s journey from local celebrity in Santa Barbara to a nationwide touring filmmaker is a testament to creativity and entrepreneurship in the film industry. By leveraging innovative marketing techniques like TikTok ads and bartering with theaters, he has found a way to live his passion full-time. Hyoguchi’s approach offers a new blueprint for independent filmmakers, emphasizing the importance of building a direct relationship with the audience and creating a buzz that streaming platforms can’t replicate. His story is an inspiration for those willing to take unconventional paths to achieve their dreams.
