The average feature film takes about 2 years to complete from first draft  to final distribution.

Most filmmakers spend these 2 years working tirelessly, and simply crossing their fingers that the finished product will be a success.

Unfortunately, most of the time – films do not succeed upon release.

No matter your budget, resources, star power, or any other factor, the harsh truth is that most films fail to reach an audience and do not make their money back.

This is true of all other forms of entertainment too…

For example – The vast majority of social media posts do not go viral. Just as the vast majority of videos posted to YouTube flop.

But there is a lot to be learned from the outliers. Both in film and in the world of online content.

Take YouTube for example. What is the one thing that separates top performing channels from the rest? They make better guesses about what content will perform well.

They have systems for testing ideas, identifying what works best for their audience, and producing only material that has the best probability of reaching the most amount of people.

This is why the biggest YouTube channels place such a massive emphasis on the thumbnail and video title.

They know those are the two variables that matter most to the success of their video, because that’s how their videos get seen.

You could produce the best video in the world. But if you post it to YouTube with a bad title and a boring thumbnail, no one is going to click.

Top YouTubers have recognized this, and reverse engineered what they do so that their videos are informed first and foremost by the two variables that have asymmetric benefits.

In other words, they have developed systems for making better guesses.

That doesn’t mean every one of their videos is going to be a hit, but it does dramatically increase their odds of success. And that’s all you can ask for.

So what is the filmmaking equivalent of a viral YouTube title and killer thumbnail?

Your film’s hook and logline.

These are two of the most overlooked, yet critically important elements to the long-term success of any film.

Your film’s hook is what sets it apart. It’s your movie’s X factor that can’t help but catch people’s attention when they hear about it.

The logline is an extension of the hook, serving as a vehicle for communicating it verbally or in written form.

Most filmmakers neglect to focus on these key building blocks of their film, rushing through them to get to the writing and production phases.

If anything though, an inordinate amount of time should be spent up front on these two critical facets. Because ultimately, they are what will lead to success at every stage.

At the beginning of the process, they are what will attract actors, investors, and other creative collaborators – as they will see your vision clearly and understand the potential for marketability and sales.

During the process of making the film, they will serve as a constant roadmap, ensuring that your creative choices are purposeful and congruent with each other.

And when it’s time to sell and market the film, they are what will excite your audience, and make it easier for the movie to reach the masses via word of mouth.

Consider the movie “The Substance”, which has found massive success this season. Here is the logline:

A fading celebrity takes a black-market drug: a cell-replicating substance that temporarily creates a younger, better version of herself.

That’s an amazing hook. Original, thought-provoking, easy to communicate. And clearly effective based on audience interest.

Not every movie needs to be traditionally “high concept” in order to succeed. But no film should neglect the reality that so much hinges on the core concept.

So resist the urge to rush the process early on, as you can’t retroactively give your film a hook that wasn’t truly part of the original idea.

Understand the implications of your core concept, and how it will impact not only the quality of your film, but its potential to generate awareness and spark curiosity in what you’re doing.

If nothing else, it will greatly reduce the chances of you spending years of your life on a project that doesn’t yield the results you are looking for.

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