Learn how to make your film naturally discoverable in the digital age with the “dual storytelling” approach. This case study explores how to align human storytelling with machine-readable metadata for enhanced film visibility and audience engagement.

A Dual Audience Approach for Discoverable Filmmaking: Case Study “Canarian Dream”

Writing and making a naturally findable film in the vast digital realm is a challenge that goes beyond traditional film production, distribution, SEO and film marketing. It employs the beneath, focusing on creating a core alignment between the story we tell humans and the story we tell algorithms, which is a more complex process than in the case of video content creation.

This means giving films the ‘language’ algorithms understand to connect them with the right viewers and to enlarge its audience base, meaning the translation of human storytelling into structured data. Imagine it as crafting a digital wardrobe or a digital passport that helps films to effortlessly navigate in the online mechanical world. By learning how to strategically implement this dual-storytelling approach, we can increase a film’s chances to organically reach its audiences.

These terms might seem technical at first. However, they simply represent key components that inform a film project even before it becomes a script or a finished product. I’ll delve deeper into these concepts in the next section, where I’ll use “Canarian Dream” scriptwriting process as a case study to illustrate how I am building this comedy-drama’s digital blueprint and how this film shaping process enhances the quality of storytelling in return.

Nina’s Canarian Dream: Rising Above the Grind and Rumination

This section personalizes the story of “Canarian Dream” by introducing Nina, our protagonist. In her mid-30s, Nina, a disillusioned small business owner, feels trapped in the relentless grind of Romanian capitalism. This system, plagued by corruption and a lack of vision, offers no path to a simpler, more fulfilling life. Her longing for stress-free existence becomes the catalyst for a dramatic relocation.

The story unfolds with Nina’s departure happening live on the streets of Bucharest’s Kilometer Zero, captured by a popular online influencer, Vika. This dramatic moment, broadcasted live, sparks a mass-departure phenomenon. This short film, acting as a metaphor for the broader Romanian exodus, resonates deeply also with the “Traveling Stories” series (“Povești Călătoare”)– a collection of stories written by Romanians scattered globally, where I also have a story called “Camino del Sol” written during my time in the Canaries.

“Canarian Dream” stands in stark contrast to the traditional American Dream. It rejects the idea of life focused on material wealth, instead exploring themes of personal growth, self-discovery, and forging a new identity. Nina’s story delves into finding meaning through displacement, a powerful resonance for the Romanian diaspora who have sought new lives abroad. This exodus is a curious social phenomenon; unlike those fleeing war or hunger, Romanians leave for a life that makes sense.

Drawing inspiration from the author’s own seven-year journey in Tenerife, “Canarian Dream” is a deeply personal story. Interestingly, the film features the same two main characters as the author’s debut film, the offbeat dark comedy-drama “Locationista” (2021). “Locationista” offers a glimpse into their lives during a temporary return to Romania, highlighting the contrast between their past and their immigration adventure. Another glimpse into Nina’s past is highlighted in another short film, the legal drama “Article 22: The Verdict Within” (2020), which tackles corruption through a powerful speech.

These being said, before writing the script, let’s how I can craft the “Canarian Dream”‘s digital identity. By looking at the story through the lenses of structured data, I’ll try mapping the film’s key data points.

Keywords that drive the Canarian Dream story

I am looking for keywords that I can naturally use in writing the script and that people might use to search for our film, even if they don’t know the title yet. These keywords should be popular enough for people to search for them, but not so popular that there are already too many other movies competing for attention with similar keywords. By using these keywords throughout the script,in dialogue, descriptions, and character motivations, I am laying the groundwork for describing the film later on. Think of it like creating labels or tags for the movie. These labels will help people find the film on websites and streaming services, similar to how labels help you find things in a library.

Keywords that I can use to write the script and target the right audience who might enjoy this story:

• Genre: comedy-drama
• Central themes: emigration, following your dreams, hope and possibility, national identity, starting over
• Characters: Nina (dreamer, disillusioned, determined, enigmatic); Vika (energetic, ambitious, reporter, naive); The Patriot (patriotic, wise, reader); The Barista (young, hopeful, representative of a generation); The Pensioner (lonely, isolated, yearning for connection)
• Locations/Settings: Bucharest, Romania (symbolizes struggle, missed opportunities); Canary Islands (paradise, new beginnings, escape); Kilometer Zero, Bucharest (center point, crossroads)
• Plot: Canarian Dream (travel agency slogan, escape fantasy, symbol of hope); The Butterfly (symbol of transformation, Nina’s dreams); “I Love You” (Nina’s screenplay, a dream project); “How Superheroes Are Born” (a motivational book written by Nina during her life before, inspiration); Romanian Dream (an elusive dream, national identity); #IAMNINA (social media movement, solidarity, unity)
• Additional keywords: one-way ticket (symbol of commitment); barefoot walking (vulnerability, connection to the ground); chanting (unity, collective voice); leaving luggage behind (letting go of the past).

Keywords the audience might use to “accidentally” find the film:

• General Search Terms: Romanian comedy, European comedy-drama, films about emigration, films about chasing dreams, films about starting over, films about second chances, social commentary, comedy drama, personal growth;
• Search Terms Based on Characters: movie about a disillusioned woman going to Canary Islands; film with a young reporter following a dreamer; movie with a patriotic old man giving away books;
• Search Terms Based on Plot Points: movie with people walking barefoot through Bucharest; film with a social media movement about following your dreams; movie with a character leaving their luggage behind;
• Search Terms Based on Locations: movies filmed in Bucharest, Romania; Bucharest city center, Old Town Bucharest, films set in the Canary Islands; Canary Islands as a symbol of escape and transformation;
• Long Tail Keywords (More Specific): funny movie about a Romanian woman emigrating to the Canaries; European film with a social media influencer following a dreamer; movie with a hidden message about hope and national identity; movies about disillusioned entrepreneurs migrating to Canary Islands; films about escaping the rat race;
• Phrases: “What’s that movie with the woman walking barefoot in Bucharest?”; “Is there a film about a Romanian woman leaving everything behind?”; “I remember seeing a European movie with a butterfly symbol, what was it?”
• Similar films from various angles (genre, tone, themes): The Farewell (immigrant experience with humor); Y Tu Mamá También (coming-of-age road trip); Under the Sun of Tuscany (finding a new life abroad); Chef (starting over with a passion project); The Secret Life of Walter Mitty (chasing a dream); Locationista (a mosaic of memories, dreams, wanderlust, and the search for self… that sometimes goes hilariously wrong); Eat Pray Love (woman searching for meaning through travel); Wild (woman hikes the Pacific Crest Trail for self-discovery); The Motorcycle Diaries (Che Guevara’s transformative journey through South America); Captain Fantastic (father raising his kids off-the-grid).

Example of keywords integration in the script:

• Dialogue: When Nina says, “I had dreams once. Big dreams,” it speaks to the theme of chasing dreams.
• Description: A scene description mentioning the “Canarian Dream” travel agency brochure directly incorporates a relevant keyword.
• Character motivations: Vika’s character arc of wanting to break free from mediocrity speaks to the theme of starting over.

Canarian Dream’s Metadata

Now, I will organize the film’s information into metadata (data about data). It will help me later to create the film’s schema and define more data points, to essentially translate the story into structured data.

The general practice is for the film producers to use a single synopsis/logline/tagline across EKPs (electronic kit press), platforms and media venues. However, from a SEO perspective (Search Engine Optimization) I believe that affects the film’s website visibility and film’s discoverabilty, as it is duplicate content. On top of that, this approach does not capitalize the diversity of keywords and viewers’ intents. So, I will approach the film’s positioning from a marketing perspective from 2-3 different angles to cover a larger audience base.

Being in the brainstorming and early development phase, I don’t have all information about the film (e.g. cast, crew, equippement etc), so I will craft the metadata with the existing elements, upgrading it on the way while the film advances in the production pipeline:

Basic Information:

• Title: Canarian Dream
• Year of Production: in development
• Writer/Director: Georgia Mihalcea
• Production Company: to be decided
• Language: Romanian blending with English (with subtitles for international distribution)
• Running Time: 20 minutes

Genre & Sub-genre:

• Primary genre: comedy-drama (dramedy)
• Secondary Genres/Sub-genres: social commentary, travel, dark comedy

Themes:

• Redefining success and pursuing a more meaningful life
• Importance of community and connection
• Breaking free from societal pressures

Messages:

• It’s never too late to chase a different dream
• Collective action can create positive change
• True fulfillment lies in connection and living in harmony with ourselves and the world

Target Audience – Segments:

1. Dream Seekers

• Demographics: Young adults (22-35) and mid-career professionals (35-50), with a mix of genders and socioeconomic backgrounds.
• Psychographics: These individuals are idealistic and yearn for a life filled with meaning and purpose beyond the traditional pursuit of material wealth and career success. They may be feeling disillusioned with their current situation and are open to alternative ways of living.
• Values: Openness to new experiences, prioritizing personal well-being, seeking a connection with nature and community.
• Attitudes: Disillusioned with traditional notions of success, interested in alternative paths to happiness, open to exploring options outside their home country.
• Interests: They are interested in travel, personal growth, mindfulness, nature, cultural experiences, pursuing a more balanced way of life, and social justice. They may follow blogs or influencers who promote slow living, sustainability, and escaping the rat race/hamster wheel.
• Location: Primarily Europeans, especially those in countries experiencing economic or social challenges. People from other parts of the world who are interested in alternative lifestyle options could also be interested.
• Occupation: Individuals who feel dissatisfied with their current career paths or lifestyles. This could include office workers, creatives, or those yearning for a change in scenery and pace.

2. Disillusioned with the American Dream

• Demographics: This group could encompass a wider range of ages, potentially including those who have already chased the American Dream and found it lacking, or younger generations wary of its promises.
• Psychographics: They feel trapped in a Matrix-like system that prioritizes work and consumption over well-being and human connection. They may be experiencing burnout or a sense of emptiness despite achieving some level of material success.
• Interests: They may be interested in social commentary films, documentaries about alternative lifestyles, or books on minimalism and escaping the corporate grind.

3. Additional audience sub-segments

• Environmentalists: The film’s focus on living in harmony with nature could resonate with environmentally conscious audiences.
• Travel Enthusiasts: The film may attract viewers who enjoy travel films featuring exotic locations like Canary Islands or Bucharest, a city-break destination.
• Small Entrepreneurs: The film’s portrayal of Nina’s struggles in the after-math of being a small business owner in Romania battling corruption and disillusionment resonates deeply with this audience. Witnessing her journey to a more fulfilling life offers inspiration and hope for their own journeys.
• Independent Film Fans: Those who appreciate independent cinema with strong social commentary and a unique voice will may find “Canarian Dream” appealing.

Synopsis/Logline/Tagline: Variants.

Use cases: film’s website, fundraising, film development programs and competitions, film markets to open the co-production option by connecting with Canary Islands and Spain based film producers, early press releases.

Variant 1 (Focus on Personal Transformation):

• Synopsis: Nina, a Bucharest entrepreneur crushed by a bad deal, watches the “American Dream” turn sour. Broke but not broken, she decides “enough is enough” and uses her last bit of money to buy a one-way ticket to the Canary Islands. With nothing left to lose but her worn-out life, Nina embarks on a life-changing journey during a live online broadcast with a reporter named Vika. Inspired by Nina’s leap of faith, the people she encounters on the streets of Bucharest and watches her online join her virtual exodus, sparking a movement that redefines success and chases a dream built on connection.

• Logline: A disillusioned Bucharest entrepreneur, facing financial ruin, sparks a mass virtual exodus by leaving everything behind for a one-way ticket to the Canary Islands. Her unseen journey ignites a social movement that redefines success and chases a dream of connection and simplicity.

• Tagline: Ditch the baggage. Discover a dream that’s barefoot and free.

Variant 2 (Focus on Collective Action):

• Synopsis: Nina, a Bucharest entrepreneur disillusioned with a system that prioritizes profit over people, finds herself financially ruined. Facing rock bottom, she makes a life-altering decision – a one-way ticket to the Canary Islands. This impulsive act is captured live during an online broadcast with reporter Vika. Nina’s yearning for a simpler life resonates with viewers across Bucharest, sparking a virtual exodus. Inspired by Nina’s courage, a group of disillusioned individuals join her online departure. Together, they ignite a movement that questions societal norms and the relentless pursuit of material wealth. The film chronicles their collective journey, not to the Canary Islands, but towards a new definition of success – a life built on community, connection, and a future brimming with meaning.

• Logline: A disillusioned Bucharest entrepreneur sparks a virtual exodus with a one-way ticket to the Canary Islands. Broadcast live, her impulsive decision ignites a social movement that rewrites success and challenges the relentless pursuit of material gain.

• Tagline: Click. Connect. Escape.

Variant 3 (Focus on Redefining Success):

• Synopsis: Nina, a Bucharest entrepreneur, feels increasingly lost in the relentless pursuit of material success. Burned out and questioning her life choices, she wanders the streets one day, catching the eye of Vika, a reporter doing a live online broadcast. Vika, drawn to Nina’s quiet desperation, follows her, capturing their conversation on camera. As they walk, Nina stumbles upon a travel agency window showcasing the “Canarian Dream” – a one-way ticket to paradise. A sudden spark ignites within her. Without a word, Nina enters the agency, leaving Vika and the viewers stunned. This unexpected decision, broadcasted live, becomes a catalyst for introspection. Across Bucharest, viewers are forced to confront their own definitions of success, inspired by Nina’s silent act of rebellion. The film follows their journeys, not to the Canaries, but towards a new understanding of success.

• Logline: A disillusioned entrepreneur’s impulsive decision to escape, captured live during a street interview, sparks a social movement that challenges the definition of success and inspires a community to seek a more meaningful life.

• Tagline: Sometimes, the most unexpected choices leads you home.

Scenes from the script with the highest potential for SEO content development

By developing SEO content around some of the scenes, I can attract viewers interested in the film’s themes, locations, and social commentary, driving traffic and building anticipation for “Canarian Dream. As I am not there yet, having just an outline and some notes, this is not so urgent, but identifying early the scenes with the most potential to reach audiences, it will inform me on how to write them better and how to direct and make them better when the film reaches production phase. For “Canarian Dream”, out of the 9 scene, the key scenes for marketing content development may be:

Scene 1 (Opening): The Public Clock. Keywords: Bucharest, Kilometer Zero, Public Clock, Canarian Dream. This scene is rich in location-based keywords and introduces the central theme – the Canarian Dream. Potential content could include:

• Blog post: “Must-See Landmarks in Bucharest: Unveiling Kilometer Zero.” This post could explore the history and significance of Kilometer Zero, including its role as a central meeting point in the city. I can mention the “Canarian Dream” moment where the public clock becomes a symbolic starting point for Nina’s journey.
• Social media posts: Eye-catching visuals of Bucharest’s Kilometer Zero with a caption like “Where will your next adventure begin?” #CanarianDream #Bucharest.
• Website content for the “Canarian Dream” film website: a dedicated page highlighting the Bucharest setting could include a short clip from the scene and a blurb about the city’s vibrant culture and historical significance.

Scene 6: Nina Takes Off Her Shoes. Keywords: Canarian Dream, Barefoot, Following Signs, Personal Transformation. This scene is a turning point, symbolizing Nina’s decision to embrace a new path. Potential content could include:

• Article: “The Power of Symbolism in Film: Why Nina Takes Off Her Shoes in Canarian Dream.” This article could delve into the symbolic meaning of Nina’s action, connecting it to themes of shedding inhibitions and embracing new experiences.
• Video essay: A video essay analyzing the scene, exploring its connection to the concept of following one’s intuition and the transformative power of travel.
• Social media challenge: I can encourage viewers to share photos or videos of themselves barefoot, using the hashtag #CanarianDreamBarefoot and asking “What signs are you following?”

Scene 9: The Elderly Woman Joins The Crowd. Keywords: Collective Action, Hope for the Future, Generational Change, Social Change. This emotional scene showcases the film’s message of unity and hope. Potential content could include:

• Interview: I can feature an interview with the actress who portrays the elderly woman, discussing her character’s motivations and the significance of her decision to join the movement.
• Infographic: I can create an infographic highlighting the power of collective action, using the scene as a case study and showcasing real-life examples of social movements.
• Discussion forum: On the film’s website or social media platforms, I can spark discussions about the scene, prompting questions like “What inspires you to take action?” or “How can we create positive change in our communities?”

Film Schema: Mapping Canarian Dream’s Data Points

I have seed keywords, basic metadata and start-up directions for scriptwriting and marketing content development, elements that inform quite well the development process of the film, the early film’s website content, early press releases, casting announcements, and other materials that a producer may need to secure the funding of the film (materials to film markets, film development programs, film competitions, sponsors, partners, and so on). In our era, all these types of film presentations are usually published online.

However, thinking of them only as text or video materials may not take us too far. Even though the algorithms are smart enough today to understand what a webpage is about, translating that content into structured data secures the basic connections for film discoverability. My film shaping approach is to use schema.org principles and other metadata standards and algorithmic vocabularies to translate the film’s narratives into structured data. This means that I have to look at some of the script elements (now) and completed film’s elements (later) as ‘properties’ and play with them further in all the ways I can learn and imagine. The difference between thinking of this now and leave it to SEO later makes all the difference, as I can avoid losing film optimization opportunies.

In the case of “Canarian Dream”, here’s how I can approach crafting the film’s digital identity through structured data – Film Schema:

In the scriptwriting phase we may use “CreativeWork” schema:

• @context: “https://schema.org“
• @type: “CreativeWork”
• name: “Canarian Dream”
• description: A disillusioned entrepreneur, Nina, seeks a simpler life beyond the grind of Romanian capitalism. The Canary Islands become a symbol of her escape, sparking a mass-departure phenomenon. This short film explores themes of personal growth and displacement. (The script is in development.)
• themeKeywords: personal growth, self-discovery, displacement, Romanian diaspora
• genre: “Comedy”, “Drama”, “Dramedy”, “Dark Comedy”
• subgenre: “Social Commentary”, “Travel”
• author: “Georgia Mihalcea”
• dateCreated: 24.07.2024
• url: https://www.filmshaper.com/evolving-narratives/canarian-dream

Example of how JSON schema defines the structure for describing characters in the film “Canarian Dream”:

Structured Data for Ongoing Film Discoverability:

As “Canarian Dream” progresses, we can continuously improve its online visibility through structured data. During the scriptwriting phase, we can use the “CreativeWork” schema to categorize the film’s core elements like themes and characters. Once the film is complete, we can switch to the more specific “Movie” schema, adding details like director, actors, filming locations (if applicable), trailer, and any awards received. This structured data foundation ensures “Canarian Dream” is easily discoverable online when it’s finished. I’ll experiment with some schemas during a series of blog posts in the “Canarian Dream” category.

Building Community Through Early Content:

Furthermore, implementing structured data allows us to create micro-schemas for individual elements like characters (with actors attached), locations, and music with artists. This flexibility lets us assemble these micro-schemas in various ways for different content. Early on, we can publish content about the film’s world on its website, including blog posts and press releases. Integrating structured data within this early content fosters community building around “Canarian Dream” from the very beginning.

A Glimpse into “Canarian Dream”: A Scene Shaped by Optimization

EXT. KILOMETER ZERO, BUCHAREST – DAY

Nina and Vika walk side by side, sipping their coffees and smoking cigarettes. Nina glances at the public clock, its hands pointing to 11:30 AM. Vika abruptly stops.

VIKA
(her voice filled with a mix of curiosity and challenge)
Why not the Romanian Dream?

Nina turns to face her, her expression thoughtful.

NINA
(her voice laced with a hint of resignation)
The Romanian Dream is a dream that doesn’t exist because no one dreams it.
Half the country is living in someone else’s dream.

VIKA
(her voice filled with determination)
Why don’t we dream it?

NINA
(her voice laced with a hint of sadness)
Because we don’t know we can dream?

Vika falls silent, her gaze drifting towards the bustling city around them. Nina takes another drag of her cigarette, the smoke curling into the air.

NINA (V.O.)
(her voice filled with a quiet longing)
I had dreams once. Big dreams. But somewhere along the way, they got lost in the noise, the disappointment, the constant struggle. I stopped believing in them.

VIKA (V.O.)
(her voice filled with youthful optimism)
I’m not going to stop believing. I’m going to dream the biggest, craziest dream I can imagine, and I’m going to make it come true.

Their eyes meet, a silent understanding passing between them. Vika’s determination is infectious, and Nina feels a flicker of hope ignite within her.

NINA
(her voice gaining a hint of resolve)
Maybe you’re right. Maybe it’s time we started dreaming again.

VIKA
(her voice filled with excitement)
Yes! Let’s do it! Let’s dream of a Romania where everyone has a chance, where we’re not afraid to fail, where we celebrate our differences and support each other.

NINA
(a smile playing on her lips)
A Romania where we can finally say, “I’m living my Romanian Dream.”

They walk on, their steps lighter, their hearts filled with a renewed sense of possibility. The Romanian Dream may have been elusive in the past, but in this moment…