ALT A: What inspired you to transition from scriptwriting to founding Festival Formula?
Katie Bignell: It was happenstance, to be honest. After finishing my scriptwriting degree, I ventured back into theatre—where you don’t make a lot of money! I had picked up the skill of festival strategy while doing work experience during my degree (big shout out to Ben and Chris Blaine!). As more and more people began to get in contact asking for help with their festival strategy, I realised there was definitely a gap in filmmakers’ knowledge, and I could help.
ALT A: Can you share a pivotal moment that led you to recognise the need for a service like Festival Formula?
Katie: I started 21 years ago when everything was still physical—you filled out submission forms by hand, sent a VHS or DVD through the post… It was labour-intensive and time-sensitive. The relief I saw on filmmakers’ faces when I said I’d do all of that for them made me realise I was helping in a way that gave them time back. Reassurance, peace of mind, one less stack of admin. When I had a small roster of clients who had that same reaction, I knew I was doing something right.
ALT A: How has your background in scriptwriting and theatre influenced your approach to film festival strategy?
Katie: It’s helped me understand the story that the filmmaker is pursuing and enabled me to better identify their audience.
ALT A: Who are some of the filmmakers or projects you’ve worked with that have particularly stood out?
Katie: Any film that travels far and wide on the festival circuit always fills our hearts (and inboxes) with joy! But to cherry-pick a few: TOO ROUGH by Sean Lìonadh was electric to watch and had an incredible run (BAFTA Scotland Best Short 2022, BIFA Best British Short Film 2022). A more recent client, ASK ME ANYTHING by Wyneke van Nieuwenhuyzen, is having its International Premiere at Tribeca — we’re thrilled for her. Another favourite is WE BEG TO DIFFER by Ruairi Bradley, which has stormed brilliant festivals like Galway Film Fleadh, Camerimage, SXSW, and Hot Docs.
ALT A: What are the most common challenges your clients face when approaching the festival circuit?
Katie: Competition—it’s growing fiercer every year. So rejection is more common. There’s also a constant fear of missing out, which leads to spending on festivals that aren’t a good fit. You open your film to a lot of rejection on the circuit, but how you handle it defines your journey. You’re going to hear “no” a lot, so when you hear “yes,” harness it.
ALT A: How do you tailor your strategies to accommodate each filmmaker or project?
Katie: It’s all down to the film’s strength and execution, and how that aligns with the filmmaker’s goals. A student starting out is different from a seasoned pro testing a proof of concept. Every film and journey is unique—it’s about listening to both the film and the filmmaker.
ALT A: Could you share some upcoming initiatives Festival Formula is working on?
Katie: We’ve launched new packages to help filmmakers in more flexible ways. We’re also launching an online support community called CONNECTIONS, where filmmakers can join online gatherings with industry experts to learn and ask questions.
ALT A: How do you stay up to date with the ever-evolving festival landscape?
Katie: It’s a mix of attending festivals and gathering feedback from filmmakers—some we know, some we don’t. Filmmakers are incredibly honest, and we listen. Our peers also constantly talk about festivals, like a digital watercooler—we’re all hanging around the same online spaces, sharing updates and insights.
ALT A: What do you find most rewarding about helping filmmakers navigate the festival circuit?
Katie: Being a cheerleader for filmmakers who don’t always see their own strengths. We’ve seen filmmakers doubt their work, only to be selected by major festivals. When they finally attend and build relationships, and have a great experience—that’s addictive for us.
ALT A: How do you measure the success of a film’s festival journey?
Katie: It’s personal to each filmmaker. For us, it’s about quality over quantity. Not just collecting laurels, but making sure those laurels mean something—to the film, to the filmmaker, and to the industry. We aim to match the film to the right audience and right festivals.
ALT A: What are two key tips you’d offer filmmakers submitting to festivals in 2025?
Katie:
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Research before you spend. Know why you’re submitting to a specific festival.
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Avoid “catch-all” categories where you’re encouraged to submit to everything for $200+. Understand premiere status rules—when you submit doesn’t determine the screening order.
ALT A: How can filmmakers effectively manage expectations and resources during the festival journey?
Katie: Know your budget upfront. It doesn’t matter how big or small—it’s about planning. Don’t waste money chasing “blue sky” festivals out of habit. Focus on who your audience is and target festivals accordingly. And remember, rejection isn’t always personal—there are many reasons behind a “no.”
ALT A: Where do you call home?
Katie: Wheathampstead, a tiny village in Hertfordshire.
ALT A: What’s your favourite meal or eatery you can’t live without?
Katie: McDonald’s—it’s affordable, global, and has saved me from hunger countless times! Highlights include McDonald’s in Japan and in Sedona, Arizona, which is the only location in the world with turquoise arches. More about Katie & Team CLICK HERE
