Aim for Uniquely Personal Content in Indie Films: They Can Be Your Most Effective Calling Card

Indie Films as a Creative Business Card

Some people criticize theatrical releases by saying, “That’s not a real movie—it’s just a glorified TV special.” This kind of disconnect stems from how we define “film.”

And the truth is—there’s no universal definition.

Some say a film must be shot on actual film stock. Others insist it must be screened in a theater. Some rely on vague notions of artistic spirit.

Personally, I take a looser approach: if multiple video clips are intentionally edited together to form a story, I consider it a film. That’s the definition I’ll be using throughout this article.

For example, a cute video of your pet, or footage of your dance group or sports match—those are more like “video memos.” They’re not films in themselves, but they can become part of one.

Even short works, when shaped into a film, reveal something that raw footage never does: the creator’s personality.

A string of absurd gags might show that the creator is surprisingly earnest. A stylish, polished piece might suggest that the creator is more focused on surface aesthetics than deeper storytelling.

Whether intentional or not, indie films—especially those made with a one-person or small-team setup—inevitably reflect the creator. That’s why I say indie films can serve as a creative business card.

If you want to introduce yourself to the world, making your own film is a powerful way to do it.

Creating for Yourself vs. Creating for an Audience

Commercial creators often work on projects they have no personal interest in. If you accept that “films exist to satisfy audiences,” then that’s a valid approach.

But indie films aren’t made to fulfill client orders. They’re usually 100% driven by what the creator wants to see.

In other words, the audience isn’t the focus. And that has both strengths and weaknesses.

The strength? Distinctiveness.

It’s hard to completely ignore how others will perceive your work. But compared to films made with constant concern for audience approval, self-driven projects tend to be far more original.

Even if a film is made purely for personal satisfaction, it can still attract a strong fanbase—if there are enough people out there who share the creator’s sensibilities.

The downside? Sometimes, no one pays attention.

If the technical quality is low, that’s one thing. But even with decent skills, if the content doesn’t resonate, the film won’t get watched—or it’ll be dismissed with a polite “Well done.”

That makes it harder to create the next project.

Even solo creators rely on collaborators. If you can’t maintain their motivation, they might not return for the next round.

Should You Make Films for an Audience?

It’s not an easy question.

We live in an era overflowing with content. TV and YouTube channels spend massive budgets competing for viewers.

So how can a DIY or indie film—often riddled with limitations—get noticed?

I believe the answer lies in the structure of small-business advertising.

Make Something That’s “Unignorable” to a Specific Audience

There are two types of advertising: mass-market ads for convenience stores and electronics, and targeted ads aimed at specific people.

We won’t dive into business strategy here, but the key takeaway is this: indie filmmakers should emulate targeted advertising.

The idea is to create a message like “This is perfect for people like you!” and design the content so that those people feel, “This was made just for me.”

Naturally, this works best when the content is a little niche.

A product that claims to cure headaches, hangovers, and muscle pain might seem too generic. But one that says “Rapid relief for headaches—nothing else” feels more compelling.

Films work the same way. Instead of trying to appeal to everyone, focus on a specific taste. If you can deeply satisfy that niche, you’ll earn recognition and motivation for future projects.

That’s important not just for the creator, but for collaborators too.

To build that kind of momentum, consider:

• A theme you’re truly passionate about
• A genre with a dedicated niche audience

Find the best combination of those two.

What Audiences Really Want Is a “New Combination”

People often say originality is key in filmmaking. But what really grabs attention is a fresh combination of familiar elements.

Take “shark movies,” for example. Fans of the genre will happily support similar stories. But if you combine “Edo period + sharks,” that’s a new twist—and it might be irresistible to the right crowd.

One of my own imaginary film ideas is “Sengoku Era + Aliens.” The climax? Luring the alien into Azuchi Castle’s main tower and burning it down with the creature inside.

Sure, fans of classics like Roman Holiday might not care. But wouldn’t a few passionate genre fans love it?

If you’re going to make a film, why not aim for something bold and distinctive—something you’d never see on TV or in a mainstream theater?