Another solution for a finished film is the do-it-yourself approach to distribution

So you couldn't find a distributor but you know your film has an audience? Or you haven't tried getting a distributor and don't feel like waiting out the time it takes and going through the process?

In either case, you can take a do-it-yourself approach and release your movie on DVD or in the theaters, all by yourself.

Let's start with the DVD option. By far the best service to use in get this going is Custom Flix (www.customflix.com). They are an 'on demand' DVD distribution service -- which means that you send them the master of your film, and as people purchase it off their website, they burn that copy 'on demand', package it up, and ship it to the buyer. It works great because for do-it-yourself DVD distribution, you don't have to worry about doing any duplication or fulfilment - you just focus on marketing your title and driving people to the Custom Flix site to buy it, and you receive a direct percentage of every sale. Here's an example on how things could go: I know a filmmaker who had a low-budget horror film and who couldn't find a DVD distribution deal. She decided to go with Custom Flix, and was able to make her film an underground hit through clever marketing tactics. Distributors soon caught wind of this - the numbers she was generating in terms of sales -- and she was quickly picked up by a major U.S DVD distributor, and even given a sizeable advance! In the end, her film became a very successful release.

Aside from DVD, the other do-it-yourself distribution option for your movie is called a platform theatrical release. A platform theatrical release is when you take your film and release it in one or two theaters in one or two cities, and then slowly and systematically release it in additional cities (in industry speak: platforming). This is the opposite approach to what the major studios do when they release a film in several cities at once. However, the idea behind a platform theatrical release is sort of the 'slow burn' approach, and the absolute key to making it successful is in marketing the film to your desired audience. That means buying all your own advertising in the local papers where you plan to release it, as well as employing grass roots marketing techniques to get people to go see your movie. If no one goes to see the movie, the theater will drop it after one weekend. So you really need to focus on marketing and getting a steady stream of people to see your film. I'll give you a real live example of a very successful platform theatrical release: The producers of WHAT THE BLEEP DO WE KNOW (Samuel Goldwyn), decided to go with a do-it-yourself approach and opened their film in one theater, in one city, and relentlessly marketed to their niche (yoga students). They were able to sell out every showing on the opening weekend, and therefore the theater picked them up for an additional week. They continued to sell out screenings, and in addition to staying on at that original theater, they moved on to other theaters in other cities - kept marketing and kept selling out shows. Finally, with numbers like that, Samuel Goldwyn stepped in and offered them a distribution deal. The WHAT THE BLEEP producers had proven there was an audience for their film, and a major distributor responded to that and took the film out even wider.

If you decide to do a platform theatrical release, but you don't have the same success as the WHAT THE BLEEP producers did, at least you will have made some revenue off the screenings (the theater splits ticket receipts with you), and hopefully recouped some of your intial investment in the process.

You can read more about the WHAT THE BLEEP DO WE KNOW case study, and see an in-depth interview with one of the producers Betsy Chasse in my book "Insiders Guide to Film Distribution" - which you can now purchase right here off my blog!

In closing, if you have a finished film that doesn't seem to be getting the attention of distributors, you can always go the do-it-yourself route. Build an audience for your film either through a DVD or theatrical release, and then hopefully get picked up by a distributor later. At the very least, it will allow you to start making back some of the money you spent on making the film in the first place.

What's the difference between a Sales Rep and a Producers Rep?

This is a very common question...

A sales rep is a general term which ecapsulates foreign sales agents and independent sales reps. Both of these normally focus on selling your film (and often packages of films) to both U.S and foreign buyers/distributors.

By contrast, a proucer's rep is typically concerned with finding a U.S distribution deal for your film. For example, a producers rep will get involved in deciding the 'launch' festival for your film, as well as negotiate with the U.S distributor to hopefully retain the foreign rights - which you can then turn around and hire a foreign sales agent to sell those rights for you.

I finished my film, how should I approach film festivals?

There are so many film festivals these days I can hardly believe it! No doubt that entering your film into festivals is a good distribution strategy, but the KEY is to get your film into festivals where acquisition execs are actually present. Doesn't that make sense?

For example, I always say to start with the big festivals first. The big festivals which are always frequented by acquisition execs are: Cannes, Toronto, Berlin, Sundance, and Venice. There's a few second tier festivals which get some acquisition execs attending as well: Los Angeles, Tribeca, and South by Southwest.

Now if you don't get accepted into one of the major or second tier festivals, don't fret. If all else fails, even the smaller festivals can be good exposure for your film - an opportunity to get some local press (with which to build your press kit) and get your film in front of an audience. Even if there are not acquisition execs present at these smaller festivals, if you win awards they will take notice later if you submit your film to them for distribution.

In short, as part of your distribution strategy for a completed film, you want to definitely submit to the big festivals first as they can be a real launching pad for your film. If the bigger festivals don't work out, try and rack up awards and good press at some of the smaller festivals, as it will pay off later.

So if distribution of my film ensures repayment to my investors, how do I actually get distribution?

No this is not a trick question!

The truth is that there are several ways to get distribution for a film, but you have to start with having a film that's 'distribute-able'. That's the focus of my newly published eBook entitled "Insiders Guide to Film Distribution" which you can get at www.film-distribution-secrets.com.

Anyway, whether you've already finished your film and are seeking distribution, or are thinking in advance about distribution before you start making your film, there are steps you can take which will get your film in front of an audience.

For example, if you've already completed your film you can start by submitting it to film festivals (start with the big ones first) in order to generate a buzz. You can also submit it to sales reps and producers reps, to try and get them on board and start making sales of your film. Finally, you can take the do-it-yourself approach and release it on DVD (see www.customflix.com), or by doing a platform theatrical release (see the interview I did with Betsy Chasse, Producer of WHAT THE BLEEP DO WE KNOW, in my eBook.)

If you haven't yet made your film, but are thinking of distribution in advance, spend time doing market research and see what genres and types of films are doing well in the theaters, are playing on cable, and are renting in the video stores. Talk with sales reps and producers reps and see what kinds of films they've had good luck with selling, and what kinds of films they foresee as hot products for the near future. Finally, don't rush into making your masterpiece without raising sufficient funding beforehand. And while you're at it, raise double the money and really make a quality product, shot on film or HD (high definition) and with professional actors (see www.sagindie.org).

I'll get into more details about these approaches and solutions in my forthcoming posts....

Film Distribution ensures an audience for your film and repayment to investors

Film Distribution is the final frontier in the film production process. Many filmmakers begin production on their film without giving any thought to film distribution. For this reason, many independent films never see the light of day, and investors never get paid back.

One way to practice responsible filmmaking, is to have a film distribution plan in place before beginning actual production. First of all, consider the type of film you are making (feature film, short film, documentary) and whether or not your film has a chance of getting released into movie theaters, on television, or on dvd. This is not the time to lie to yourself! Take a look at the films out there (in movie theaters, on tv, and in video stores), and do an honest assessment of where your independent film fits in the marketplace.

Next, consider all the exciting distribution opportunities available to filmmakers today. Your film didn't get a distribution deal at Sundance Film Festival? No sweat! You can actually release your film into the theaters yourself. Want to have your film released on dvd but the distribution companies aren't paying you any attention? Again, you can get the job done yourself. Want to hire a professional team to develop worldwide sales projections for your film so that you can go raise money based on future sales of your film? There are companies out there that offer this service without tying you into any long term commitments or contracts.

The bottom line is that Film Distribution is the business side to filmmaking that filmmakers don't often think about. I started All-About-Film-Distribution as a way to educate filmmakers on distribution strategies, as well as to share a behind-the-scenes look at what goes on in the film distribution industry. From film festivals, to film markets, to do-it-yourself film distribution, to looking at new technologies and the importance of movie clubs... it's all in here. Enjoy the journey!