AIDA Model is an acronym for Attention, Interest, Desire & Action. It is a model used in marketing to sell a product, worldwide.
Amit Agarwal feels that Cinema - be it Indian Film Industry or Hollywood or any other Film Industry in the world; is largely a commercial element. Of course, there is a perennial debate, "whether cinema is an art-form". The fact remains at the end of the day, all films needs marketing. Just like films, any film-professional (actor, director, DOP, editor, producer, screenwriter, etc.) too needs marketing to find a job or get hired.
When a film-professional goes out for first job; no interviewer knows your talent - they get aspirants by hordes day in & day out - so how do you make an impression on the interviewer?
Precise reason; why more than 75% of film-professionals are out of work!
In my classes worldwide; I have told film-professionals to change their approach, treat themselves like a product - sell themselves during interview and within 6 months - they had their first job! For, the first job you get is really through your contacts & network - it requires a great degree of soft skills & communication aided by AIDA.
AIDA can be further explained as:
A – Attention
You have to capture the attention of the interviewer; create an awareness in the interviewer that out of hordes of aspirants, you are there for the interview.
I – Interest
You have to create the interest of the interviewer in yourself; inform the interviewer about your positive qualities & strengths.
D – Desire
You have to convince the interviewer such, that they have a strong desire to hire you out of the many aspirants applying for the job.
A – Action
The last step is closing! For a film-professional closing means getting hired or if it is a job; getting the appointment letter from the production-house or film studio; that you are hired!
A workshop on developing the AIDA model skills for Cinema is available in all contact classes of Film-Educator, Amit Agarwal, worldwide
