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How to Sell Your Show By Michael Allen
Selling a TV show is much like trying to get a girlfriend; both usually require some sort of a track record. Networks and girls do not want to take a chance on someone who doesn’t have a past history. So when new writers ask me how to sell a show, I tell them there are four ways:
1. The Aaron Spelling Way
Aaron Spelling started off as an actor, believe it or not, but quickly realized he was going to starve. He became writer for several TV shows such as "Playhouse 90," built up a track record as a writer, and then he partnered with actor Danny Thomas to create "The Mod Squad."
(That’s a key move. If you have little experience, partner up with someone with a lot of clout, like a star or a producer with lots of credits. If you have zero experience, partnering up with someone with experience can help a lot.)
He then dominated the '70s with high-brow fare as "Charlie’s Angels," "The Love Boat," and "Fantasy Island." In short, he paid his dues and proved he could write stuff, so the powers that be gave him the opportunity to create stuff... a lot of stuff. Today, he owns the largest private residence in California.
2. The Kaufman/Krane Way
Marta Kaufman and her writing partner David Crane had never written for any TV shows. Their writing experience was writing off-Broadway plays in New York. When they came up with the idea for a show called "Dream On," common sense would have said they had no chance.
But they had power agent Nancy Josephson (who’s dad started ICM) in their corner who got them pitch meetings and they sold the show to HBO. They later went onto create "Friends" based on their New York days, and the rest is TV history.
3. The Mark Burnett Way
Mark Burnett had no TV experience and no super agents in his corner. He was a paratrooper in the British Army who fought in the Falklands War. On the advice of his mum, he quit the military and moved to Los Angeles. Burnett sold his first series, "Eco Challenge," by finding advertisers who would pay for the show.
In short, he basically by-passed the networks and got the ad money first, then pitched the show. In short, he did all the leg work for the networks, all they had to do was air it, and cash the advertiser’s checks. He used the same marketing technique to sell his mega-hit reality series "Survivor" and "The Apprentice."
4. The 8 Simple Rules for Dating My Teenage Daughter Way
W. Bruce Cameron had no TV writing experience, but he did write a best-selling book, 8 Simple Rule for Dating My Teenage Daughter, which got optioned and turned into an ABC-TV series starring John Ritter. Hollywood often feels that a best-selling book is a good gamble because it has a “built-in audience.”
Sometimes comic books are optioned for TV series. Todd McFarlane’s “Spawn” started as a comic and turned into a series for HBO; and of course my all-time favorite comic book turned into a TV show: the '60s "Batman" series; I could not get enough of Julie Newmar in that skin-tight Catwoman outfit and I was only five!
Those are four examples of ways to get shows sold.
Being a writer, I took the Aaron Spelling route. I wrote on several animated shows and then created an idea for an animated series. I had an artist do the drawings, wrote a brief pitch of the show, the characters, and potential episode ideas. I rehearsed my ten minute verbal pitch, and was careful to keep it short and sweet.
My very first pitch was at Tri-Star/Columbia TV. I cold-called them and set up the meeting myself (based on my credits/track record). I was a speech major in college, but I was terrified when I drove onto the Colombia lot for my FIRST pitch. I met this woman in a very small room and pitched my ten minute idea in just five minutes.
No luck, she was looking for robot animated shows and cutesy kid shows. “I need a show that I can turn into an action toy or a plush stuffed animal,” she barked. I was invited to come back when I had one of those, but I couldn’t help thinking, “Why didn’t she just call Toys R’ Us?” As I walked out to my car, I noticed my front tire was looking low. I drove to the nearest gas station, pumped it up with air, and sped off to my next pitch.
My second pitch was based on another cold call I had made. Film Roman was a company that had done the animation for shows like "The Simpsons" and "King of the Hill." Within the first ten seconds, I made the development woman laugh. She loved the idea and told me she would pass it onto her boss, the vice president of production.
I walked out to my car, and once again, found my front tire going flat. Fortunately I was able to make it to a gas station and inflate it. I hurried to my next pitch at Comedy Central, where I pitched to two of the most humorless women on the planet. It was like pitching to my mom. Once again, after the pitch, I had to re-inflate my tire. At that point I realized I was either insane or really loved show biz.
The next day, I did the whole process over. I pitched at Nickelodeon, Warner Bros. TV, and Klasky-Csupo ("Rugrats," "Sponge Bob Squarepants"), but struck out. I went to my buddies at MTV, but they passed. That was okay, they had passed on "South Park," what did they know?
I figured with a major animation company, like Film Roman, behind me, I could go to a network and pitch the show. I met again with Film Roman. The development woman who loved the show was there, as was her boss, the vice president who told me he “loved the idea,” and wanted to option the show. (An option is a formal partnership.)
But then he said he had a few changes. He wanted to replace the artist (my partner) and replace the writer. “B-b-b-but I’m the writer,” I reminded him. He smiled and went on to tell me all the changes he wanted made on the show. When he was finished I didn’t even recognize the idea. This new version was beyond bad.
I passed on the option offer. My manager was furious. My agent was furious. So did I make the right decision or the wrong decision? I suppose I’ll never know, but that vice president at Film Roman got fired and my former manager is no longer in show biz. But I haven’t given up, in fact, I’ve got this great idea for a plush toy, I mean a TV show, and…
Seriously though, I’ve enjoyed writing this column and hope my advice has inspired, informed, or at least annoyed you. (My thanks to Jenna for this site.) My final advice is, you have to be in show biz because you love it. You have to be willing to inflate the tire over and over, no matter how bad it leaks. Do not give up.
Michael Allen has written for several TV shows and pilots on MTV, Nickelodeon, Warner Bros, and Fox. He can be reached at MichaelPAllen2005@Yahoo.com.
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