Distribution Revolution: A New World for Filmmakers

As a filmmaker creating content in this ever-changing digital age, wrapping one’s mind around how to get your work into the mainstream is quite the task. Since the rise of what Peter Broderick calls the “New World” of filmmaking, the traditional take your film to a mainstream distributor and sign away your work model has been changing. With the rapid rise in social media use, the old way of promoting films through commercials, newspaper ads, and creating for the masses has faded away. Instead we see an influx of social media use to push people to the box office, as well as a focus on niche audiences.

With technology's continual advances and the once illustrious tools of the trade are becoming more and more accessible, the independent film market has grown exponentially. Because of this, breaking through the clutter and getting your work seen in a mass market has become much more difficult. Granted, many have been exploring self-distribution avenues for the last two decades. According to the New YorkTimes, it was in 1992 that “Joe Berlinger and Bruce Sinofsky became a model for true independence when they distributed their own documentary Brother’s Keeper to substantial critical and commercial success.” Since then, filmmakers have continued to explore various options for self-distribution with the revolution caused by digital streaming resources like Netflix, Amazon Prime, Hulu, and Vimeo on Demand.

Brother's Keeper Trailer

Granted, as a filmmaker, before you can even begin to think about distribution, Jeremy Coon has some great words of wisdom on how to prepare for the distribution process:

1.     Make the best film you can. Pretty self-explanatory, make a movie that you want to see – a movie that someone will want to buy.

2.     Utilize film festivals! These are a great places to have your work seen, as well as wonderful networking opportunity.

3.     Get a team together. If you are like me, you know nothing about how to distribute a film. Find a good producer’s rep, legal representation, and a publicist.

4.     Be selective in where you screen your film; as an independent filmmaker you can control who sees your film. The old saying rings true: people want what they can’t have.  

5.     Don’t talk up your film too much. Set low expectations while still getting distributors interested, this way you can blow them away!

6.     Time is not your friend, “strike while the iron is hot!”

Remember, though times are changing, this does not mean selling your work is going to be any easier. Focus on telling a great story, because without a spectacular story you do not have a film that is worth selling. After all, Peter Jackson said it best: “The most honest form of filmmaking is to make a film for yourself.”