Robin Laatz is the Founder/Executive Director of the San Diego Film Festival. An experienced event producer and indie film publicist, Laatz brings to the table the best of film promotion and event management. She honed her event production skills managing multi-level events for major department stores and fashion shows for the biggest names in the fashion industry, including Tommy Hilfiger, Ralph Lauren and Liz Claiborne. Prior to founding the Festival in 2001, Laatz was president of Mystic Media, an independent film publicity firm where she developed PR and promotional material for indie filmmakers.

Letsschmooze: Tell me about your role in the festival.

Robin Laatz: As Executive Director, I manage and oversee all aspects of the festival and make final decisions on the overall focus, theme and long term goals of the Festival.

Letsschmooze: How are films selected? Is there anything filmmakers can do to improve their chance of selection?

Robin Laatz:Films are viewed by a 10 person selection committee, whom watch and rate the films based on story, acting, directing, cinematography, production value, etc. Send everything the Festival asks for on the entry form - the fee, recent festivals, a synopsis, etc. Label all tapes with a name, film title, run time and contact information. (You would be shocked how many VHS screeners come in with no title or run time on them.)

Letsschmooze: What are some of the biggest mistakes you've seen new filmmakers make when attending the festival?

Robin Laatz:By far, the most common mistake is filmmakers do not market their films. They simply show up at the Festival, and are upset when the theatre is not packed. Two of the main goals of a festival are to help filmmakers market their films and allow them to network with industry professionals. Distributing flyers and posters, and contacting local organizations that might be interested in seeing their film are some ways they can assist in filling the theatre. Contacting local press is another way. Although the Festivals' publicists do all they can to market each film, the filmmakers knows their project best, and can pitch a possible story with a local angle.

Letsschmooze: What should filmmakers expect to get out of attending your festival?

Robin Laatz:Press, reviews, opportunities to meet with distributors and other industry executives, awards, a strong test audience, a vacation in San Diego.

Letsschmooze: Any suggestions on what filmmakers can do to make the festival a more rewarding experience?

Robin Laatz:Plaster the town with film posters and flyers, to create a buzz about the screenings. Be in attendance for question and answer sessions, as the audience demographics are key for filmmakers to know how to market their film. Send e-mails and invitations to all friends, families, mailing list members notifying them of their screening. Attend all the functions designated for filmmakers. Festivals host Filmmaker Receptions for filmmakers to network with industry people. Most festivals bring in top industry people for panels and workshops, so attending those is helpful as well. Although filmmakers may have made one film, there is always room to learn from others! Also, ask if the Festival needs you for any panels, as it is a chance for you to plug your upcoming screening to the panel attendees.

Letsschmooze: What techniques have you seen filmmakers use that are most successful in publicizing their films?

Robin Laatz:Gimmicks work best! Last year, we had some filmmakers stand in front of the theatre passing out oranges with their screening time attached, for their film about the passion of fruit! This year, we had actors from a film dressed in costume on the street corner passing out postcards! Pauly Shore walked all around downtown San Diego, in businesses and through the streets, hanging posters, personally inviting anyone he saw to his screening, and giving away tickets!

Letsschmooze: Is there anything unique that your festival does for filmmakers? Any unusual activities or events?

Robin Laatz:Our Festival is all about the filmmaker - making sure they have a wonderful time in San Diego, and making sure their screenings are packed. We assign a film marketer to each feature project, and it is that person's job to spread the word about the film in San Diego. The film marketers work closely with the filmmakers to hand posters, distribute flyers, when the filmmakers is from out of town. We also host an exclusive Actor's Ball, where we encourage all cast and crew from the film to be in attendance!

Letsschmooze: Any other advice for a filmmaker who might be bringing a film to a festival for the first time?

Robin Laatz:Ask questions! Most festivals have a Hospitality Suite for check-in. Ask the attendants about all the events that are planned during your stay, and attend as many as possible. Bring your promotional materials. Meet as many industry people as possible, for you never know who may be able to help with your next project.