Maximizing Your Release Window: Distribution Options for Filmmakers
As an independent filmmaker, getting your movie in front of audiences is just as crucial as making it. After all the time and money expended, it’s time to reach your audience. With the evolving landscape of film distribution, there are more options than ever before. Here are some of the main distribution avenues available to filmmakers today.
Theatrical Distribution
The traditional route of theatrical distribution remains prestigious but challenging for indies. Major studios dominate multiplexes, leaving limited screens for independent films. However, art house cinemas and film festivals offer opportunities for theatrical runs. While potentially providing the full big-screen experience, theatrical distribution often requires significant marketing budgets and can be risky financially.
Video-on-Demand (VOD) Platforms
VOD has become increasingly popular, offering filmmakers a direct path to viewers' homes. Major platforms like Netflix, Max, and Hulu acquire films for exclusive streaming, but usually exclusive to studio ties. Alternatively, transactional VOD services such as iTunes, Prime, Google Play, along with ad-supported platforms like Tubi, Pluto, and Vudu allow viewers to rent or purchase individual titles. VOD can provide wider reach and lower distribution costs compared to theatrical releases.
VOD has become increasingly attractive to filmmakers due to its wide reach, lower distribution costs, and changing viewer habits. The global VOD market has seen explosive growth, with some estimates projecting it to reach $159.62 billion by 2027, growing at a CAGR of 11.2% from 2020 to 2027. This growth is driven by increasing internet penetration, the proliferation of smart devices, and changing consumer preferences toward on-demand content.
For filmmakers, VOD platforms offer several advantages. They provide access to a global audience without the need for expensive physical distribution. Additionally, VOD can be more financially rewarding for indie filmmakers. While exact figures vary, filmmakers can often retain 50-70% of revenue from transactional VOD sales, compared to the 20-30% typically seen in traditional distribution models. The flexibility of VOD also allows for long-term availability, enabling films to find their audience over time rather than relying on a make-or-break opening weekend.
Self-Distribution
With the rise of digital platforms, self-distribution has become a viable option. Filmmakers can use services like Vimeo on Demand, Reelhouse, Kimena, and YouTube for audiences to view their films directly through a fee or ads. This approach offers more control and potentially higher revenue shares, but requires significant marketing efforts from the filmmaker.
For films with niche appeal or strong social messages, organizing community screenings or special events can be effective. Platforms like Tugg allow filmmakers to set up on-demand screenings in local theaters, while others might partner with organizations for impact-driven distribution.
For documentaries or films with strong educational value, targeting schools, universities, and libraries can be lucrative. Companies like Kanopy and Alexander Street specialize in distributing films to educational institutions, providing a steady revenue stream for certain types of content.
Choosing the Right Path for Your Film
The best distribution strategy depends on your film's genre, budget, target audience, and goals. Many filmmakers mix and match these options to create a customized distribution plan. It's crucial to research thoroughly, understand your audience, and be realistic about your film's commercial potential.
Remember, distribution is not just about making your film available – it's about finding and connecting with your audience. In today's fragmented media landscape, a well-planned distribution strategy can make the difference between your film being seen or lost in the crowd.
Let Us Help
Morris Entertainment Law can help craft a distribution strategy that gives your film the best chance of reaching its intended audience and achieving your goals as a filmmaker. We can also help your film reach a VOD audience. Reach out at Tisha@MorrisEntertainmentLaw.com for more information.