CHAPTER 19
The Pitch
309
Do Your Homework
Before you pitch your project, do your homework. If you’re not familiar with animation
companies, make a list from the credits of a video or series. Or, better yet, get a directory.
You can find a directory online at AWN or buy a directory from Animation Magazine.Know
what each company has on the air or out in the marketplace and, if possible, what they’re
looking for now. Find out a little about the executive that you’ll be pitching. What does this
decision maker like? If this is a network, study their current children’s programming sched-
ule printed in the newspaper or TV Guide. If this is a production company, find out what
kind of animation they’ve produced. Consider the style and content. Ask around. If possi-
ble go to selling markets like NATPE. Attend animation seminars and events where pro-
gramming and development executives speak. Do research on the Internet by searching for
the company and their executives. Check out the archives at AWN. Or research at the library
(The Hollywood Reporter, Daily Variety, Animation Magazine, Kidscreen, Animatoon).
When you call a company to set up a meeting and you don’t yet know who is in charge,
ask for Animation Development. Stand up as you phone so that you have more energy.
Spend a couple of minutes getting to know the assistant who is the gatekeeper. Be prepared
with a logline pitch. Sound enthusiastic about your idea. The assistant is probably very busy,
so don’t get longwinded, but she can give you valuable information, and she can help you
get an appointment. Get to know her, and treat her courteously! If you’re new at this, you
may have to call several times until you convince her that you’re a professional and deserve
the time. If you have no agent, then you might want to hire an entertainment attorney to
avoid signing a release form for your project. (See the information about agents.) Remem-
ber that companies always need good, new material. Call once a month, but don’t be a pest!
Try to make your appointment with the head of the company or the person in charge of
development, if you can. You may be stuck with the lowest executive on the totem pole, but
that’s okay. The only difference is that the lowest executive must pitch your project all the
way up the ladder. The best pitch times are probably midmorning. The executive should be
awake, not yet hungry because he hasn’t had lunch, not sleepy because he just had lunch,
or eager to get out of the office!