What does a Producer’s Rep Do Anyway?

As stated in the article What's the difference between a sales agent and a distributor, one of the most common questions I get is What does a producer’s Rep Do?  Since that post teaches the major distribution players are by type, (you should read it first.) I will now thoroughly answer what a producer’s rep does.  
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Simply put, a Producer’s rep is a mix between a PMD and an executive producer.   A Producer’s Rep takes on a lot of the business development jobs for a film.  We wear a lot of hats.  Most often we'll connect filmmakers with completed projects to sales agents and negotiate the best possible deal.  We're skilled negotiators with a deep knowledge of the film distribution scene, and entrenched connections there.   

Would you rather watch or listed to a video instead of reading an article? Check out this video on my youtube channel for most of the same information.

If a producer's rep comes on in the beginning, we’ll do the job of an executive producer.  We'll help you finance the film in the best way possible.  not just through equity investment, but planning proper utilization of tax incentives, pre-sales, crowdfunding, occasional product placement, and sometimes helping to connect you to some of our angel contacts.   That said, if we’ve never met, you have no track record and want us to start raising money for you, that probably won’t happen.   

​Not all producer’s reps will work with first-time directors and producers, I will, but generally only on completion or near the end of post-production.   I will not help someone who I have not worked with before garner investment for their projects, except in very limited circumstances.  I will help filmmakers get their financial mix in order.  If a rep makes connections for investment, we need to know if the filmmakers I'm working with can deliver a quality product and get our investment contacts their money back.

A Good Producer’s Rep will also be able to act as a PMD, or at least refer you to a good one.   We don't just work in traditional distribution, but we can help plan and implement other tactics including proper use of VOD.  We’ll help you plan your marketing and distribution, then we’ll tell you how to implement it, helping you along the way.   We’ll help you develop the best package in order to mitigate the risk taken by our investors. If we do bring on investors, you’d best believe we’re with you through the end of the project, to make sure that everyone ends up better off.   We’ll check in and act as a coach to help you grow to the next level.   

In a lot of ways, we’re agents for producers and films. Good reps, like good agents, won’t just think about this project, they’ll help you use your projects to move to the next step in your career.

So how do you pay a Producer’s Rep? Since the services we offer are so varied, our pay scale is as well.   Some things are based primarily on commission. Sometimes that commission will come with a small[ish] non-refundable deposit that would be things like connecting to distribution. That commission is generally around 10%, but can range between 5-15%.   Some things [like document and plan creation] are a flat fee, others are hourly plus commission on completion. That would apply primarily to packaging. 

It is worth noting that not all producers reps are trustworthy.  There are some that charge 5 figures upfront with no guarantee of performance. Admittedly, no one can guarantee they can sell your film, or get it financed investment.  If they guarantee it and ask for a large upfront payment, you should be very wary of them.  However, there are some with a strong track record of doing so.  Just as you would when talking with sales agents, talk to people who have worked with them in the past.  

Most reps will give you a discount based on doing multiple services.  Remember to check last week's post for an idea of what each major player in indiefilm distribution Does! 

If reading this made you think you want a producer’s rep, check out the Guerrilla Rep Media Services section!

If you like this content but aren’t ready to look into hiring us, but would like educational content you should for my Resources list to receive monthly blog digests segmented by topic. Additionally, you’ll get a FREE E-book of The Entrepreneurial Producer, plus a heaping helping of templates and money-saving resources to make your job finding money or the right distribution partner significantly easier.