10.3 Pitching techniques

Pitching is a crucial skill for screenwriters to master. It's all about selling your story idea to producers, studios, or investors in a concise and compelling way. The key elements of a successful pitch include a strong logline, detailed synopsis, and visual aids.

A well-crafted pitch combines the writer's passion with a clear presentation of the story's core elements. It should capture the essence of the script, highlight its unique aspects, and leave the audience wanting to know more. Effective pitching can open doors and create opportunities for screenwriters.

Elements of a pitch

• A pitch is a concise presentation of a story idea designed to generate interest from potential producers, studios, or investors
• Key components of a pitch include the logline, synopsis, visual aids, and the writer's passion and enthusiasm for the project
• Pitching is an essential skill for screenwriters to effectively communicate their ideas and secure opportunities for their scripts

Logline

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• A logline is a one or two-sentence summary of the story's central conflict and main characters
• It should capture the essence of the story, including the protagonist, their goal, and the main obstacle they face
• Examples of effective loglines include "A small-time boxer gets a rare chance to fight a heavyweight champion in a bout in which he strives to go the distance for his self-respect" (Rocky) and "A young F.B.I. cadet must confide in an incarcerated and manipulative cannibal killer to receive his help on catching another serial killer who skins his victims" (The Silence of the Lambs)

Synopsis

• The synopsis is a more detailed summary of the story, typically one to three pages long
• It should outline the main plot points, character arcs, and themes of the script
• The synopsis allows the writer to convey the overall structure and emotional journey of the story without revealing every detail

Visual aids

• Visual aids can help bring the story to life and give the audience a clearer sense of the writer's vision
• Examples of visual aids include concept art, storyboards, mood boards, and sizzle reels
• Visual aids should be carefully selected to enhance the pitch without overwhelming or distracting from the core story

Passion and enthusiasm

• A writer's passion and enthusiasm for their project can be infectious and help generate excitement from potential collaborators
• Conveying genuine belief in the story and its potential can make a significant impact on the success of the pitch
• Passion should be balanced with professionalism and a willingness to adapt to feedback and constructive criticism

Crafting the logline

• The logline is often the first impression a writer makes on their audience, so it's crucial to craft a compelling and concise summary
• A well-written logline should immediately capture the reader's attention and make them want to learn more about the story
• Key elements to include in a logline are the protagonist, their main goal, the central conflict or obstacle, and a unique hook that sets the story apart

Concise and compelling

• Loglines should be brief, typically no more than 25-30 words
• Every word counts, so it's essential to choose language that is specific, active, and engaging
• Avoid using character names; instead, focus on their roles or defining characteristics (e.g., "a rookie cop" or "a disillusioned war veteran")

Protagonist and goal

• Clearly identify the main character and their primary objective
• The protagonist's goal should be specific, actionable, and relatable to the audience
• Examples: "A young girl sets out to find her lost dog" or "An aspiring chef dreams of opening his own restaurant"

Stakes and obstacles

• Highlight the main conflict or challenge the protagonist must overcome to achieve their goal
• The stakes should be high enough to create tension and keep the audience invested in the story
• Obstacles can be external (e.g., a powerful antagonist) or internal (e.g., the protagonist's own fears or flaws)

Unique hook

• Include an element that makes the story stand out from others in its genre
• The hook could be an unusual setting, a fresh take on a familiar trope, or a surprising twist
• Examples: "A love story set in a world where people can't lie" or "A heist movie where the thieves are all senior citizens"

Developing the synopsis

• The synopsis is a more comprehensive summary of the story that expands on the elements introduced in the logline
• It should provide a clear sense of the story's structure, main characters, and central themes
• When crafting the synopsis, focus on the most essential plot points and emotional beats, rather than getting bogged down in minor details

Three-act structure

• Many successful films follow a three-act structure, which consists of a setup, confrontation, and resolution
• In the setup (Act 1), introduce the main characters, their world, and the inciting incident that sets the story in motion
• The confrontation (Act 2) sees the protagonist facing obstacles and challenges as they pursue their goal, leading to a midpoint climax and a low point near the end of the act
• In the resolution (Act 3), the protagonist confronts the main obstacle and the story reaches its climax, followed by a denouement that ties up loose ends

Key plot points

• Highlight the major turning points and events that propel the story forward
• These may include the inciting incident, the protagonist's decision to pursue their goal, the introduction of the main antagonist or obstacle, the midpoint climax, the low point, and the final confrontation
• Focus on the cause-and-effect relationship between these plot points to demonstrate the story's logical progression

Character arcs

• Briefly describe the emotional journeys of the main characters, particularly the protagonist
• Show how the events of the story force the characters to confront their flaws, fears, or beliefs, and how they grow or change as a result
• Highlight any significant relationships or conflicts between characters that drive the story forward

World-building elements

• If the story takes place in a unique or fantastical setting, provide a brief overview of the world and its key features
• Mention any relevant social, political, or cultural aspects that impact the characters and their choices
• Avoid getting bogged down in extensive detail; focus on the elements that are most essential to understanding the story and its themes

Creating visual aids

• Visual aids can be a powerful tool to help convey the look, feel, and tone of a story during a pitch
• They should be carefully selected to enhance the pitch without overwhelming or distracting from the core elements of the story
• Visual aids can take many forms, including concept art, storyboards, mood boards, and sizzle reels

Concept art

• Concept art is a visual representation of the key elements of the story, such as characters, settings, or important props
• It can help the audience visualize the world of the story and get a sense of the overall aesthetic
• Concept art should be high-quality and professional, but not overly detailed or time-consuming to produce

Storyboards

• Storyboards are a series of illustrations that depict key scenes or sequences from the script
• They can help convey the visual flow of the story and demonstrate how the writer envisions certain moments playing out on screen
• Storyboards don't need to be fully realized artwork; simple sketches or stick figures can be effective as long as they clearly communicate the intended action and emotion

Mood boards

• Mood boards are collages of images, colors, and textures that evoke the intended tone and atmosphere of the story
• They can include photographs, artwork, or even music and video clips that capture the desired feel of the project
• Mood boards are a useful tool for conveying the emotional resonance of the story and helping the audience connect with the writer's vision

Sizzle reels

• Sizzle reels are short video presentations that combine various visual elements to create excitement and anticipation for the project
• They may include edited footage from existing films or TV shows that capture the desired tone, style, or genre of the story
• Sizzle reels can also incorporate concept art, storyboards, and other visual aids, along with music and sound effects, to create a compelling and immersive experience for the audience

Delivering the pitch

• The delivery of a pitch is just as important as the content itself, as it can make the difference between a story that resonates with the audience and one that falls flat
• When delivering a pitch, writers should focus on conveying their passion for the project, engaging the audience with compelling storytelling, and demonstrating their professionalism and adaptability

Confidence and clarity

• Speak clearly and confidently, maintaining eye contact with the audience and using appropriate body language
• Practice the pitch beforehand to ensure a smooth and polished delivery
• Avoid using filler words or phrases (e.g., "um," "like," or "you know") that can undermine your credibility and confidence

Engaging storytelling

• Use vivid language and descriptive details to bring the story to life and help the audience connect with the characters and their journeys
• Vary your tone, pacing, and emphasis to create a dynamic and engaging presentation
• Highlight the emotional beats and turning points of the story to keep the audience invested and curious to learn more

Anticipating questions

• Be prepared to answer questions about various aspects of the story, such as character motivations, plot holes, or potential challenges in production
• Anticipate potential concerns or objections the audience may have and address them proactively in your pitch
• Demonstrate a deep understanding of your story and its themes, as well as a willingness to consider alternative perspectives or approaches

Adapting to feedback

• Listen actively to feedback and questions from the audience, and respond thoughtfully and respectfully
• Be open to constructive criticism and suggestions for improvement, and show a willingness to incorporate feedback into future iterations of the pitch or script
• Maintain a positive and professional demeanor, even if the feedback is not entirely positive or if the pitch does not result in an immediate sale or partnership

Common pitching mistakes

• Pitching a story can be a challenging and nerve-wracking experience, and even the most well-prepared writers can fall victim to common mistakes that undermine the effectiveness of their presentation
• By being aware of these pitfalls and taking steps to avoid them, writers can increase their chances of delivering a successful and compelling pitch

Lack of preparation

• Failing to adequately research the audience, market, or competition for the story
• Not practicing the pitch beforehand or anticipating potential questions or concerns
• Relying too heavily on notes or visual aids, rather than internalizing the key elements of the story and delivering the pitch with confidence and clarity

Overcomplicating the story

• Including too many characters, subplots, or world-building details that distract from the core narrative
• Failing to clearly communicate the central conflict, stakes, or theme of the story
• Using jargon or technical language that may be confusing or alienating to the audience

Failing to showcase uniqueness

• Pitching a story that feels derivative or unoriginal, without a clear hook or twist to set it apart from similar projects
• Not emphasizing the specific elements that make the story compelling or relevant to the target audience
• Relying on generic or clichéd descriptions of characters, settings, or plot points

Neglecting the target audience

• Failing to consider the preferences, expectations, or demographic of the intended audience for the story
• Pitching a story that is tonally inconsistent or inappropriate for the chosen medium or platform
• Not articulating how the story fits into the broader landscape of the genre or market and why it has the potential to succeed with the target audience

Pitching in different contexts

• Pitching a story can take many different forms, depending on the context and the audience
• Writers should be prepared to adapt their pitch to suit the specific requirements and expectations of each situation, while still maintaining the core elements and emotional resonance of their story

Elevator pitch

• An elevator pitch is a concise, 30-60 second summary of the story that can be delivered in the time it takes to ride an elevator
• It should include the logline, the genre, and a brief overview of the main characters and conflict
• Elevator pitches are often used in networking situations or chance encounters with industry professionals, where time is limited and the goal is to generate initial interest or curiosity

Studio pitch meetings

• Studio pitch meetings are more formal and structured presentations, typically involving a longer synopsis, visual aids, and a Q&A session with executives or creative teams
• Writers should be prepared to discuss the marketability and target audience for their story, as well as any potential challenges or opportunities in production
• Studio pitch meetings may also involve discussions of budget, casting, or other logistical considerations, so writers should have a clear understanding of the scope and scale of their project

Pitching competitions

• Pitching competitions are events where writers present their stories to a panel of judges or industry professionals, often in a timed or structured format
• These competitions can be a valuable opportunity to gain exposure, receive feedback, and potentially win prizes or mentorship opportunities
• Writers should research the specific rules and criteria of each competition, and tailor their pitch accordingly to maximize their chances of success

Online pitching platforms

• Online pitching platforms, such as The Black List or Stage 32, allow writers to submit their scripts or pitches to a database of industry professionals for consideration
• These platforms often have specific requirements for loglines, synopses, and other materials, so writers should carefully review the submission guidelines and format their pitch accordingly
• Online pitching can be a useful way to get feedback or exposure for a project, but writers should also be prepared to follow up and pursue other avenues for getting their story in front of potential buyers or collaborators

Tailoring pitches for specific audiences

• One of the keys to a successful pitch is understanding and tailoring the presentation to the specific needs, preferences, and expectations of the target audience
• Writers should research the background and priorities of the individuals or organizations they are pitching to, and adapt their approach accordingly to maximize the chances of a positive reception

Executives vs creatives

• When pitching to executives, writers should focus on the marketability and commercial potential of their story, emphasizing elements such as the target audience, genre, and potential for franchise or merchandising opportunities
• Creative teams, on the other hand, may be more interested in the artistic vision and emotional resonance of the story, so writers should highlight the unique voice, themes, and character arcs that make their project stand out

Genre-specific considerations

• Different genres have different conventions, tropes, and audience expectations that writers should be aware of when crafting their pitch
• For example, a pitch for a romantic comedy should emphasize the chemistry between the leads and the humorous obstacles they face, while a pitch for a sci-fi thriller should focus on the high-concept premise and the stakes of the central conflict
• Writers should also be prepared to discuss how their story fits into or subverts the conventions of their chosen genre, and what makes it a fresh or compelling take on familiar themes

Demographic targeting

• Understanding the demographic profile of the target audience can help writers tailor their pitch to resonate with the specific needs, values, and preferences of that group
• For example, a story aimed at a younger audience may emphasize themes of self-discovery or rebellion, while a story targeted at an older demographic may focus on themes of nostalgia or legacy
• Writers should also consider factors such as gender, ethnicity, and socioeconomic status when crafting their pitch, and be mindful of any potential biases or assumptions that may impact how their story is received

Cultural sensitivity

• In an increasingly global and diverse marketplace, writers should be attuned to the cultural context and potential sensitivities of their target audience
• This may involve researching and respecting the customs, beliefs, and values of different communities, and avoiding stereotypes or offensive portrayals in their storytelling
• Writers should also be prepared to discuss how their own background and perspective informs their approach to the story, and how they plan to ensure authentic and respectful representation of diverse characters and experiences

Following up after the pitch

• The work of pitching a story doesn't end when the presentation is over; in fact, the follow-up process can be just as important as the pitch itself in terms of building relationships and securing opportunities for the project
• Writers should have a clear plan for how they will continue to engage with their audience and advocate for their story in the days and weeks after the initial pitch

Addressing concerns

• If the pitch raised any questions or concerns from the audience, writers should follow up with a thoughtful and thorough response that demonstrates their understanding of the issue and their willingness to address it
• This may involve providing additional details or clarification about the story, characters, or themes, or proposing alternative approaches or solutions to potential challenges or objections
• By proactively addressing concerns and showing a commitment to collaboration and problem-solving, writers can build trust and credibility with their audience and increase the chances of a successful outcome

Incorporating feedback

• Constructive feedback from the pitch can be a valuable tool for refining and improving the story, and writers should be open to incorporating suggestions or ideas that resonate with their vision
• This may involve making changes to the script, characters, or structure of the story, or exploring new angles or themes that emerged during the pitch discussion
• Writers should also be prepared to explain their rationale for any changes they make, and how they believe these revisions will strengthen the overall impact and appeal of the project

Persistence vs patience

• Following up after a pitch requires a delicate balance of persistence and patience, as writers seek to maintain momentum and interest in their project without coming across as pushy or desperate
• Writers should have a clear timeline and strategy for their follow-up efforts, with specific milestones or touchpoints for reaching out to their audience and providing updates on the status of the project
• At the same time, writers should be respectful of their audience's time and priorities, and be willing to adjust their approach or expectations based on the feedback and responses they receive

Building long-term relationships

• Ultimately, the goal of pitching is not just to sell a single story, but to build long-term relationships with collaborators, mentors, and champions who can support and advocate for the writer's work over time
• Writers should approach each pitch as an opportunity to establish their reputation and credibility as a professional storyteller, and to create a network of contacts and allies who can help them navigate the challenges and opportunities of the industry
• By focusing on the long-term potential of each relationship, and by consistently delivering high-quality work and conduct, writers can position themselves for success and sustainability in their careers, even if any individual pitch or project does not immediately bear fruit.