Katie Bignell Shares the Ultimate Festival Success Guide with Festival Formula
In the second part of the festival strategy workshops held at the American Film Institute featuring the collaboration between Cinematography for Actors and Easterseals Disability Film Challenge, Katie Bignell, a seasoned film festival strategist shared her wealth of experience, offering filmmakers a detailed roadmap to maximize their films’ potential on the festival circuit.
Katie, a scriptwriter trained at Bournemouth University in the UK, originally didn’t set out to become a film festival strategist—but life had other plans. During her final year of university, she interned at a local production company where she managed festival submissions for two brothers creating short comedy films. What began as a task to navigate a labyrinth of festival rules became a career in helping filmmakers strategically position their films for success.
Katie’s initiation into the festival world was hands-on. Back then, submitting to festivals was a manual process involving printed forms, VHS tapes, DVDs, and Blu-rays. She learned to be meticulous with terms and conditions, crafting strategies to find the best festival fits for each film.
“When you’re spending someone else’s money, you get very good at reading rules and regulations,” Katie recalls. It was this foundation that would shape her future as a strategist.
Through her company, Festival Formula, Katie has refined this expertise into a comprehensive service that goes beyond simply submitting films to a long list of festivals. Instead, her team focuses on managing filmmakers' expectations and aligning each project with the festivals where it will shine.
Katie believes that every film has unique attributes—its genre, runtime, themes, and narrative—that can be leveraged to unlock opportunities. By tailoring submissions to the right festivals, Festival Formula helps maximize the chances of selection, ensuring that filmmakers are not just sending their work out blindly but are building a strategic and purposeful festival journey.
Strategic Submissions: It’s About Fit, Not Quantity
Katie emphasized the importance of a tailored approach when submitting your film:
Understand Your Film’s Identity: A short film isn’t just a short film—it has layers like genre, themes, runtime, and even production details like the director’s background come into play.
Research Is Key: By narrowing down festivals that align with the film’s attributes, filmmakers save money and avoid untoward festivals.
For instance, Katie worked on a short live-action documentary from the Netherlands about transmales carrying a child. With its 9-minute runtime, queer themes, and a female director, Festival Formula targeted queer-specific festivals, short documentary categories, and festivals with a focus on Dutch productions. This strategic submission plan earned the project 33 festival selections
However, Katie advises filmmakers to remain vigilant. The goal is to get a film traveling while being protective of their work, avoiding festivals that might not have the filmmaker’s best interests at heart.
Spotlight on Lesser-Known Film Festivals For The Disabled Community
Katie emphasized the importance of seeking out unique film festivals that align with the themes, genres, and narratives of your project. Below, we spotlight a few lesser-known yet noteworthy festivals Katie recommended, along with what makes them special:
1. Oska Bright Film Festival (UK)
Located in Brighton, this BAFTA-affiliated festival champions films by disabled filmmakers or those that focus on disabled narratives, including neurodivergent perspectives. It provides a platform for underrepresented voices, offering an inclusive space for stories that challenge societal norms and explore unique experiences.
2. Short Com Film Festival (UK)
A comedy-focused festival that alternates between Glasgow and London, Short Com is a haven for creators of humorous and lighthearted short films. Its dedication to showcasing comedy ensures that projects in this genre have a targeted audience ready to appreciate their craft.
3. Edmonton International Film Festival (Canada)
This Canadian festival has a strong appreciation for comedy, providing a welcoming space for filmmakers to share stories that bring laughter to audiences. In addition to comedy, the festival showcases a diverse range of genres and formats, making it a flexible choice for filmmakers looking to explore multiple categories.
4. Waco Independent Film Festival (Texas, USA)
This Texas-based festival celebrates diversity and inclusion, with a particular love for comedy films. Waco’s emphasis on showcasing unique voices and perspectives makes it a great choice for filmmakers who prioritize storytelling with humor and heart.
5. Dam Short Film Festival (Nevada, USA)
Known for its dedicated comedy category, this festival offers filmmakers an opportunity to stand out in a niche market. Its focus on short films allows creators to showcase their work without competing against longer-form projects.
6. Indy Shorts International Film Festival (Indianapolis, USA)
Indy Shorts has a special affinity for comedy but also highlights innovative storytelling across genres. Its blend of comedy appreciation and support for creative filmmakers makes it an excellent choice for those looking to connect with a diverse audience.
Festivals for Education and Networking
For filmmakers seeking opportunities to learn, connect, and grow, certain festivals go beyond screenings to offer educational panels, roundtables, and industry access. Katie Bignell highlights a few standout festivals that provide these invaluable experiences:
1. Palm Springs ShortFest (California, USA)
One of the most prestigious short film festivals globally, Palm Springs ShortFest is renowned for its robust educational programming. In addition to showcasing a wide variety of short films, the festival offers an extensive market, industry panels, and roundtable discussions.
2. Pittsburgh Shorts (Pennsylvania, USA)
Under the umbrella of Pittsburgh Shorts, this festival supports a diverse array of films while also hosting specialized events like the ReelAbilities Pittsburgh Film Festival, which focuses on stories by or about disabled individuals. Additionally, they include a Jewish Film Festival and programming for feature-length films, offering filmmakers multiple opportunities to find a fitting space for their work.
Practical Advice for Filmmakers
Katie has spent 20 years guiding filmmakers through the often-overwhelming world of film festivals. Her experience has equipped her with actionable insights that can save time, money, and stress while ensuring filmmakers make the most of their festival journeys. Below is a breakdown of her key recommendations.
Budget Smartly
Katie advises filmmakers to allocate $1,500–$2,000 for festival submissions. Spending more than this risks overspending without necessarily improving your chances. A well-researched, focused strategy is far more effective than a scattershot approach.
2. Time Your Submission
Timing your submissions is key, and the ideal window depends on the festivals you’re targeting:
Top-Tier Festivals such as Cannes and Berlinale often require premier stipulations. For example, Cannes mandates that your film must be finished within 12 months of the festival date.
Some festivals, such as Tribeca and Austin Film Festival, prioritize regional premiers. For example, Tribeca requires at least a New York premier, while Austin Film Festival prefers a Texas premier.
If your film is completed in November but you’re targeting festivals the following year, label it as a 2025 production to align with submission timelines and maximize its shelf life.
Short films, particularly comedies or genre pieces, have more flexibility. They can be submitted to multiple festivals without worrying too much about premier stipulations, making them ideal for a broader festival journey.
3. Be Strategic with Cover Letters
Cover letters are rarely decisive when it comes to festival selections. Katie notes that a cover letter is often read only after a film is viewed to clarify missing details or highlight specific credentials.
She advised to keep it concise and focus on relevant details such as alumni status, regional connections, or specific film issues.
For example, if a German filmmaker submits a U.S. production to a German festival, they should highlight the filmmaker’s nationality in the cover letter.
4. Beware of Red Flags
Katie warns against festivals that charge additional fees for award consideration. Legitimate festivals include awards in their standard submission fee.
5. Working with PR Companies
According to Katie, hiring a PR company for your festival run makes sense only for high-stakes campaigns, such as Oscar or BAFTA qualification. Outside of these contexts, PR services can be expensive and may not yield significant benefits.
Additional Tips for Festival Success
Fill out profiles completely: Ensure your submission profile includes all requested details, such as headshots and bios.
Avoid badgering festivals: Refrain from contacting festivals before selection announcements if you’ve already reached out once.
Do your research: Use reputable resources like animation-festivals.com to vet festivals. If in doubt, ask for recommendations from fellow filmmakers.
Focus on value: Before submitting, ask yourself: “Would I be thrilled if this festival selected my film?” If the answer is no, skip it and save money.
Katie’s overarching message is clear: Film festivals are about connecting your film with the right audience. “These festivals exist because it’s what they want to screen,” she says. “If you have what they need, it’s a perfect match.” By managing expectations, honing in on what makes a film unique, and being strategic, filmmakers can successfully navigate the festival circuit without breaking the bank.
To learn more about Katie and her team, visit FestivalFormula.com or follow them on Instagram and Facebook at @festivalformula.
Audience Q&A with Katie Bignell
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Consider the Tricky Women Festival in Austria, which is specific to female animation projects. Look into children’s animation festivals and use resources likeanimation-festivals.com, a fantastic website for finding festivals with animation categories.
Katie’s advice: “Think about all your assets—narrative, themes, production details—and use them to filter your festival research.”
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It doesn’t matter how much you spent; what matters is the story and how you tell it. If you qualify for a low-budget category, utilize that, but focus on the quality of your narrative rather than the budget.
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Don’t limit your film’s reach. Screening at multiple festivals, even ones you can’t attend, is better than not screening at all.
Katie’s advice: “The goal of the circuit journey is to prove the universality of your story. Showing that your film resonates globally, even if you can’t physically be there, strengthens its impact and conversations around it.”
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For heavily American narratives, prioritize North American festivals, as there’s a built-in shorthand for the context. If targeting European festivals, ensure your film provides enough context about American policies like the NSA for international audiences.
Katie’s advice: “Don’t shy away from political messaging. Festivals are the perfect platforms for these stories.”
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Timing doesn’t impact selection. Submit your film when it’s finished. For shorts, selections occur at every deadline. For features, early submissions may secure premier-oriented opportunities.
Katie’s advice: “Submit early if it’s cheaper, but only if your film is ready. Avoid final deadlines unless necessary.”
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No, unless the festival explicitly offers discounts for specific groups (e.g., BIPOC, LGBTQIA+, alumni, or regional filmmakers). Asking for waivers can imply you don’t value the festival.
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Some festivals have in-house PR companies or partnerships with external firms. Always reach out to ask what services are offered, their costs, and what they cover.
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No. Festivals evaluate your film, synopsis, and director’s information—not your experience level.
