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The Letter “D”

D: Distribution, DIY, Dynamo Player.

I got educated more all about how it works, with owner Rob Millis who I finally met in person at IDFA in Amsterdam. A fine gentleman indeed. I usually recommend a filmmaker work with at least two DIY options to give customers a choice and just to not have all one’s eggs in one proverb.

Rob explained why Dynamo serves its filmmakers well. He noted its “designed with presentation and high quality” and that the “filmmaker’s brand is in front.” It’s not just about the Dynamo brand. Dynamo can handle any of the popular video standards and offers viewers up to 1080HD quality, a clean crisp presentation and as many extras as one can pack in. Hence it’s a good alternative to DVD, but with the instant gratification of an online rental.

A filmmaker once remarked that the issue with DIY is the “TRUST FACTOR”:

People don’t trust too many places with their credit cards and feel safer with big companies that have built a solid reputation. Well at Dynamo, and some other DIY services, the payment method is secure. Rob Millis explains:

“The key is payment process and protecting information”.

Dynamo does not handle any payment information directly.

They rely only on PAYPAL and AMAZON. Dynamo does not receive any of that confidential information so as not to risk anything going wrong. They just confirm that one is approved rather than handling payment info.

What about GENRE?

What kind does Dynamo work with and which ones do well with the service:

Most of their success is with DOCUMENTARIES.

“They have the highest value and there are a lot of reasons for that,” noted Millis. “Entertainment for its own sake is competitive and as soon as it’s online one is competing with mainstream studio product. DOCS have a hook for those interested in the subject matter and hence people are willing to pay for it”.

“Dramas are harder to sell. The marketing for them needs to be more powerful than that for docs. Docs are also EVERGREEN. Dramas die off as soon as the marketing stops and are very competitive. There are hundreds of love stories but only one or a couple docs or at most a few about any given specific topic”. Millis concluded “One can sustain sales for a doc”. However Dynamo still accepts all kinds of films.

In fact the first-ever film rented on Facebook was a Zombie film (“Stag Night of the Dead”) hosted by Dynamo that played on the page for $1.99 and then dropped to $0.99 as a special sale.

DYNAMO DIY RULES | DO’s & DON’TS:

“The most obvious rule is to be in touch with your audience, especially on Twitter & Facebook”. Millis elaborated that in a more vague sense it’s best to put oneself in a viewer’s shoes. “Think of them as consumers… Recognize that people have a million options. Film needs to be well-presented and easy to consume, make it easy and possible for them to choose your film instead of all their other options”. I also note this to filmmakers about theatrical releases and suggest they remember how many choices people have for how to spend their time and money.

Millis exclaimed the “BIGGEST MISTAKE FILMMAKERS make is believing that their film is beautiful enough to compel people to watch it just because the trailer reflects that to some extent.” A poorly designed website will not do! “Think about it as a product that is being sold and that you are competing for really valuable time when your audience has a million other really good options available”.

$$$ TALK:

Right now iTunes current releases are $6.99 RENTAL for 2 days New Releases for OLDER TITLES it goes down as low to $1.99 or $2.99. Millis thinks iTunes is pricing things correctly. The Dynamo mean average sale price for all sales is approximately $4.00, including shorts and music videos, that amount to approximately 1% of all sales are below $1.99.

Millis told an anecdote that taught the moral of not making content seem too cheap. There’s so much for free online and people judge what is priced like a discount bin, hence the $0.99 rule, which is, most of the time, $0.99 makes your film look cheap!

PRICE RANGES:

$9.99 seems at the top of what works and sells well. Dramas do well $1.99 – $4.99 (“they see a strong drop off on either side of that,” Millis noted). Documentaries can be priced higher – he sees solid sales all the way up to $9.99The best range is $2.99 – $6.99 for most films, except for big films or those with a serious marketing team behind them.

Of course it’s always hard to predict what will work or not. For long tail, mid tail, smaller filmmakers the difference between sales of $5.00 and sales of $10,000 in a month is based on the work done with the audience and a good looking player. Great films with A-list talent sit idle all over the internet because nobody knows they exist, while independent titles that strike a chord with the audience can catch on fire overnight with just a little bit of communication and an appealing web page.

TIMING IS EVERYTHING

The timing varies, as one would expect because strategies and distribution needs vary. People sometimes do a first release with Dynamo and then stop to do theatrical and DVD and then start again, or others do it later on in the process and get on Dynamo only at the tail end of the sales.

A film that has been heavily pirated can still do good business because the film looks good this way and one can add compelling extra features.

One can read about an example of this: UNTIL THE LIGHT TAKES US (see her Guest Post on Ted Hope’s blog.

What’s the MOST $$$ made for any one DIY film on Dynamo Player?

This information is regarding Independents, DIY only:

$20,000 per film MAX if it’s an independent and with small marketing team. It won’t be bigger unless you have serious marketing experience. But Rob Millis encourages: “don’t give up even if you have no traction in beginning, you just may have not hit critical mass yet”.

“I can tell you that sales typically taper off slowly for documentaries, continuing at a rate of perhaps 10-20% of the original month. If a doc did $10,000 in online rentals its first month, with some dedicated online promotion, then you might expect sales of $1,000-$2,000 per month several months later.

Dramatic features are a different animal, and you can expect major sales drops after promotion stops. A lot of residual interest depends on star power and search results, but dramas get stale faster.

Regarding dollar values, I can’t really give a solid estimate in any way that wouldn’t be misleading. No matter what number I give, every filmmaker then expects to reach that number. My biggest hesitation is attributing an estimate to Dynamo specifically, which always makes people really excited or really disappointed about Dynamo. In reality, it’s about the marketplace, and the online rental market can certainly support revenues of 7-figures for independent films. There really is no limit, practically speaking.

For instance, Louis C.K. just produced his own comedy special and did over a $1mm in sales using PayPal and direct downloads in about a week. He’s a well-known comedian, but this was a mid-budget shoot completely financed and marketed by Louis, totally independent. I certainly think his sales numbers would be at least as good if he had used Dynamo, but the success or failure would still lie mostly with his ability to convert the audience.

Beyond that we’re talking about differences of probably 10-50% between different platforms, depending on the customer experience.”

Dynamo is proud to note that its sales are growing overall, significantly.

To find out more about Dynamo email info@dynamoplayer.com or visit DynamoPlayer.com to see an introductory video and sign up.

Orly Ravid December 27th, 2011

Posted In: DIY

It was truly delightful being at IDFA. Great films, panels, parties, and I even worked in a quick museum visit. The city of Amsterdam is fantastic.

Here is a recap of some of the tips I presented to filmmakers at IDFA, and some examples. For you veteran producers/directors this may be gratuitous but others find these useful so here we go, and similar to the Four Agreements, reminding and repeating can only serve to reinforce:

1. BUDGET FOR MARKETING & DISTRIBUTION: Budget for Marketing & Distribution even if you think you want a sales agent and distributor(s). This money will still be useful and will also afford you the ability to execute DIY even if it’s a backup plan. I recommend at least 10%-20% of your budget, depending on how big it is. By having some money set aside you will be able to properly market your film at festivals and markets and also well-positioned to do DIY distribution should you want to, and also for things such as E&O insurance (required by Hulu and Netflix for example) and deliverables for digital etc. Any investor or supporter should be happy to see this budget line item as part of your plan.

2. BUILD COMMUNITY | DEVELOP A LONG TERM CONNECTION WITH COMMUNITY AROUND YOUR FILM: Designate someone who is intimately connected with your film to be engaged in the work of building community around your film well in advance of the film being finished. Six months is not too long, in fact more is better. And doing the grassroots outreach and social network marketing around your film cannot just be you trying to sell your film. Rather, it must be authentic communications and participation in dialog and discussions that are relevant to the film. Sheri Candler and Jon Reiss also discuss this at length in our co-authored book which has good examples (Selling Your Film Without Selling Your Soul). Only a small percentage of your communications should be about your film in a sales oriented way, otherwise you will turn people off. If you continue to collect emails and continue to grow your community then you will have a bigger support system for your film at each stage of its release and of course for your next works. Several filmmakers in our book have done this very well.

3. KNOW YOUR AUDIENCE: Know who your audience is. Sheri Candler suggests being super detailed about that, really specific. And as Jon Reiss also notes, be clear about how your audience consumes films. I always recommend one think about preceding films that have tapped into similar audiences and that you can relate your film to. This will help resolve what can work well or not and you can even hopefully access some of the contacts from another filmmaker. Some films for example are much more ripe for educational distribution, monetizing festival distribution, and also television sales. Other films may not be suitable for all three of these but just one but may also do better via transactional VOD and/or SVOD. Some films lend themselves to corporate sponsorship or under-writting (e.g. Revenge of the Electric Car which got Nissan to sponsor, after the film was made) whereas a small film about a specific local issue in a third world country may not be viable for such financial and marketing support. The key is to note that most films do not appeal to most people and that if you are trying to appeal to general audiences you better have tens of millions of dollars to do it, and if not, be specific, be niche, targeted, grassroots oriented about it and authentically clear about who you are speaking to so that you know how to speak to them and when and where. Some films demand to be owned while others do very little sell through business but rent very well and work on television well.

4. KNOW YOUR GOALS. People on a filmmaking team may have different goals but it is important to note yours and the hierarchy of them so you can plan accordingly. If changing the world is your top goal that will yield a specific strategy that may not completely coincide with making money, or it can, depending on your film. Hence all the above-points and this one go together. If changing the world and making money are equally important and your film is not one that will likely do a lot of sell-through business you may find all the more reason to monetize offering the film for free, whether via YouTube, SNAG, or underwriting free airings on PBS (in US) or Hulu (for example) but this way you will reach broader audiences, build awareness for your film and monetize it in other ways (via ad-support, sponsorship, increased transactional business because of the awareness, and maybe even a reverse window theatrical if your film proves its audience traction). But it’s very hard to resolve the best plan without being clear internally about the priority of your goals. (Please note one can also sell the film to PBS in the US).

5.DON’T SHY FROM A BUSINESS PLAN. IT DOES NOT MAKE YOU DIRTY. Having a business plan will help you know what you don’t know and help you plan ahead and be able to effectively market and distribute your film and achieve your goals. Plan ahead. It’s a must and does not make you dirty or any less creative, just more sustainable. You will fall behind and lose opportunities or make mistakes otherwise. Digital distribution strategies vary per film and are quite individual so planning ahead will help make sure you execute the best plan for your film and know best how to respond to opportunities at markets and festivals that present themselves. Also, if you are comparing your film to others in order to resolve goals and a plan, make sure the other films are relevant either in terms of timing or scope. For example what happened in the 1990’s is really not a viable comparison today. Also remember if you are looking at THEATRICAL GROSSES, the distributor gets usually at most 50% of that revenue or even as little as 25 – 40% and there are expenses to get there, sometimes rather big ones depending on the release so your plan needs to be based on the real and complete set of information.

6. THE THREE Ms | CARVE UP RIGHTS | TIMING OF DIGITAL: The THREE (3) M’s are: MIDDLE MEN, MONEY, and MARKETING. Before giving rights to anyone you need to be clear if you are dealing with a Distributor, Aggregator or Platform. It is important to know that these are not the same, and yet, they are CONFLATE! SNAG is now for example both a PLATFORM and an AGGREGATOR. Some SALES AGENTS are now acting as AGGREGATORS or trying to. However the key is before giving rights to anyone, especially a sales agent or distributor, one wants to know how DIRECT the entity is with the places you want your film to be and at what terms. In the digital distribution realm, which is eclipsing DVD quickly, if you think of platforms as stores, you would want to be in all the good ones at the very least, and you will be better served being only once removed at most. Most good platforms are not direct with filmmakers so one middle man is usually unavoidable, but two really starts to be terrible for you financially. Also in terms of fees that an aggregator or distributor can take, 15% is a fee we approve of, and sometimes as much as 25% is acceptable but not more than that generally speaking. Platforms themselves usually take 30%-50% (but not all platforms have the same deal with all aggregators or distributors so you will also want to evaluate that). The other thing to analyze is what sort of marketing the entity taking your rights will do to earn their fee. The higher the fee the more they should be doing for you in terms of handling delivery and marketing. An example, the Oscar shortlisted film We Were Here has seven (7) different companies involved in the North American distribution alone, and can sell off the websites(s) too. Always carve out the ability to sell off your site(s). If you are ever confused about this please feel free to contact us for advice.

7. AFFILIATE RELATIONSHIPS WITH ORGANIZATIONS, FESTIVALS & CORPORATE / MEDIA SPONSORSHIP: The sooner you identify the organizations, media or corporate sponsors that may want to be connected to your film and help you either via outreach or financial support or both, the better. And corporate sponsors especially need at least 6 months of lead time or even a year or more so better to approach early and guess what? YOU WILL NEED TO SHOW THEM YOUR DISTRIBUTION PLAN. With NGOs you can do a lot to both change the world and generate more revenue and we recommend giving them the incentive of an affiliate relationship (whether for theatrical, DVD, VOD or all of the above). Also festivals you’ve shown it can and should let their members / audiences know about your film when it comes out. An example from our book is Ride the Divide (a Jon Reiss case study). The filmmakers premiered the film on a small US television channel called Documentary Channel (which they sold to) and this was coordinated with the transactional digital on iTunes and they also debuted with a free screening period on YouTube which launched their partnership with non-profit organization Livestrong with which they have an affiliate relationship.

8. KEY ART: BIG & SMALL: First of all I want to remind people that sometimes it does serve a film to have two campaigns and that is not necessarily bad or confusing marketing. For example a film that is both speaking to a niche community but also wants to change the world and speak to a more general and mainstream community may have two different art works. But one has to try to integrate the two because of course brand recognition is key and the whole point of festival and theatrical distribution is to have a film be known in the public consciousness so keep that in mind when choosing publicity and marketing images. Also remember, your key art will have to work small so even if you are doing theatrical posters and want good art for that, you need to make sure your image(s) works as a thumbnail image on the web.

9. MANY WAYS TO DO THEATRICAL: In the US this topic has been covered quite a bit. In Europe doing theatrical in a non-traditional manner is still under construction. However we are inspired by what Dogwoof does in terms of Pop Up Cinemas and a Dutch documentary mini showcase of sorts that Sean Farnel explained to me and which I have to research better (in fact I am probably even explaining it incorrectly here). But the key is for European festivals and organizations to help filmmakers with a solution that eliminates the need to accept theatrical defeat if one’s film is not bought by a traditional distributor or would be bought only via deleterious terms. This may also take the burden off of MEDIA needing to fund quite as much because after all, most films do not need to be on screen five (5) times a day seven (7) days a week to mostly very few people most times. But what they do need to is to engage with public audiences, get some key publicity and buzz. One new interesting company in the US that may inspire is a digital / virtual theatrical service company called CONSTELLATION www.constellation.tv Another one is Emerging Pictures which is a service that networks theaters for event theatrical / hybrid theatrical. this is a cost-effective way to achieve the goals of theatrical without the burdensome expense. Of course if one is qualifying for an Oscar there are specific theatrical guidelines that are unavoidable but even that is more doable via the IDA, for example.

10. STAY CURRENT: Digital distribution changes weekly, at least monthly. Different ways of working windows changes so stay current, ask around, and always ask more than one person.

One last EXTRA TIP for the road: Don’t ever write your blog post in Word Press directly without constantly saving draft as I just did because then if it freeze, which mine did, you will have to start all over again!

Distribute in Peace,

– Orly

Orly Ravid November 25th, 2011

Posted In: Digital Distribution, Distribution, Distribution Platforms, DIY, Film Festivals, International Sales, Marketing, Uncategorized

Dear Filmmakers,

The book has arrived! Selling Your Film Without Selling Your Soul can be downloaded for FREE or a purchased, depending on your preference. Check out sellingyourfilm.com/store

I wanted to share why we wrote this book and how it came to be and why I think that is applicable for filmmakers. Below is a section of a letter I wrote in our new collaboratively authored book Selling Your Film Without Selling Your Soul (co-authored with Jon Reiss and Sheri Candler).

“We want for you what you want for yourselves, to have a sustainable filmmaking career, to find your audiences and connect with them, and to thrive creatively, professionally and financially…As the industry and business of film distribution and revenue streams changes in the face of new digital technology’s impact on distribution and changes in audience and consumer access and habits, we collectively encourage you to look at the source of success and then be liberated and empowered to discover that you don’t always need a line of gatekeepers or multiple middlemen to make your dreams come true. And even though there may be cases where to some extent the gatekeepers and middlemen make sense, it’s almost never a useful paradigm on its own anymore.

The more filmmakers try to release films in a more hybrid or even fully DIY fashion, the less of a stigma some may feel about it and the more useful and appealing DIY will be, even as an at- tractive and comforting strategy to future investors and producers, as opposed to the present frequent thinking that privileges the all rights sale even with deleterious terms. DIY or hybrid distribution need not seem like a last resort. It need not seem less sexy. It need not seem less successful. It need not seem like a negative or blemish in any way. What filmmakers need is to access audiences and revenues from all sources, both for one’s present work and one’s future filmmaking…

The point and purpose of Selling Your Film Without Selling Your Soul is to highlight the questions filmmakers can ask, such as: “What is my audience?” “Where is it?” “Is a distributor more capable of reaching it or less so?” “Is there something an all rights distributor can do for my film that I cannot do myself?” and “If so, are the terms worth the difference?” The answers will vary but we believe asking the question(s) is key in every instance. This case study book highlights many of the methods and techniques and practices film- makers can follow now and in the future to distribute one’s work in the most filmmaker-friendly and sustainable way possible. There are lessons about what and who worked well and others not-so-much. The more filmmakers practice this the more powerful and useful and rewarding the filmmaker practice of this will be.”

And I want to note how we financed this book and how I think that is relevant to filmmakers.

Over a year ago I decided I wanted to create a case study book and I invited Jon Reiss and Sheri Candler to participate and I am so glad they did, it’s been awesome working with them. The traditional model of book publishing is to find a book agent and get a deal with a publisher. There’s usually a lot of rejection and if or when you get a deal, the publisher normally gets the better end of it, especially if you don’t have a name as an author. And often one is frustrated that a publisher has not done this or that and usually the author does a better job marketing the work anyway.

It’s the author’s name and creativity that is selling the book, not the publishing house. The fact of how many publishing houses passed on Harry Potter is a great lesson about how the fat cat corporate gatekeepers don’t always know what time it is.

We did for about 5 seconds consider seeing if we could publish Selling Your Film Without Selling Your Soul in a traditional way, through a publishing house. Then we thought we would either be turned down since the book is for a very niche interest audience or receive a small advance (most first time authors receive less than $5,000 in advance money. There are 4 authors of this book) and never see another penny. Sound familiar?

Also, if we are going to champion filmmakers who are using some form of self-distribution for their work, It would be pretty hypocritical to go the traditional route with a publisher.

Here is what we did do and why:

We created a production budget that made sense for the scope of the book and the audience it was made for. We could have budgeted more money for it and waited until we scraped that budget together. It could have taken more than a year to do that. We decided to spend a reasonable amount that would ensure the book was available on all key digital platforms and now even in print. BUT, we decided not to do an iPhone App because that would have cost more and put strain on the budget given that this book is very specific and for a very specific audience.

We clearly defined our audience: filmmakers who are interested in DIY or Hybrid or P2P distribution methods. Not everyone and not even every filmmaker.

We set out to find sponsors to help pay for it. With this reasonable budget in mind, a clearly defined audience and a way to reach them ourselves, we knew what kind of sponsors would appreciate this. We also decided that the way to make it worth their while was to make the book FREE at least for a time and at least in one format always. It ensures the likelihood that the book will be shared widely. We also decided the sales price would be low cost in any case so that price was never a barrier to the book finding its audience and its readers seeking it out.

We did not pursue random sponsors, but rather carefully considered the ones that made sense given the defined audience target. This made sponsorship success much smoother and easier. We could persuasively communicate that our audience was their target audience and how we would reach them (through our many media and personal contacts) and when (launch during IFP Week) and where (New York and all over the world via the internet). We gave them clear information that they could feel good about and see as a perfect fit for their brand.

We published the book ourselves and it’s available today on all key digital platforms where eBooks are sold. It is about one year to the day from when I first conceived the idea to having it out for all to read. The print edition will also soon be in retail stores via an aggregator, much like going through an aggregator to get onto Netflix, Hulu and iTunes (though we managed our own iBookstore inclusion). So if you are making a film, there is a strong likelihood you can follow this model but you need to prepare for it well:

1. Who is your audience?

2. How will you reach them? Specifically as we did, targeting certain press, certain blogs, certain podcasts whose readers and listeners match those for the book.

3. What is a reasonable budget for your film that is fundable, recoupable and profitable via these methods of self-financing and self-distribution and/or financing via sponsorship?

4. If you want to try the sponsorship route, you will need to create a presentation deck and go out to companies a minimum of 6 months in advance of your release, but more likely more. Big companies make decisions a year in advance often.

5. For sponsorship to be attractive to a brand, they will need to know a specific distribution plan in order to see how being involved with your film achieves their marketing objectives. It takes planning and advanced thinking that doesn’t rely on hoping a gatekeeper “buys” your film.

This is how we did it for a book and some films can be done this way too, even if they cost 5 or 6 figures or even 7. It’s really just a question of the right pairing between content and audience and brands and above all things, advance planning and TIME and EFFORT that can and will pay off.

I am proud that we did not have to adjust our content for anyone, that we did not have to rely on anyone to give us access to our readers, that we have full control of the book we wrote and above all, that we are in the black before we have even released the book. How many artists can say that?

I would not have done it any other way.

The book’s site has a BLOG too www.SellingYourFilm.com/blog

and here is a link to an interview with Prescreen to explain their new platform. And you may want to read other blog posts there about case studies that are in the book and ones that are not.

Here’s a link to the Prescreen interview: http://www.sellingyourfilm.com/blog/2011/07/19/sponsor-spotlight-prescreen/

TFC is thrilled that HOW TO START YOUR OWN COUNTRY (TIFF 2010, Directed by Jody Shapiro who incidentally is also a producer for one of our faves, Guy Maddin) is NOW AVAILABLE via PRESCREEN (presenting sponsor for Selling Your Film Without Selling Your Soul).

I want to give Prescreen a little shout out since they’re just launching and we’re excited to be working with this new platform from launch stage. Prescreen, an innovative movie marketing and distribution platform, that officially launches today to give filmmakers an alternative to traditional advertising and distribution channels – through the mass marketing of curated content that is then shared by users through social media. Prescreen offers users the ability to subscribe to a daily email alert, view trailers and rent movies to stream on demand, as well as earn rewards and discounts for sharing movie information on their social networks. Their daily email service highlights one movie per day, enabling their featured films to reach a wide audience.

Prescreen also delivers a Prescreen Performance Report to each filmmaker and distributor whose movie is featured on Prescreen. The report offers aggregated analytics and demographics about the audience for each featured film.

How it Works:

Consumer subscribers receive an email alert featuring one new movie each day.
Users watch the movie trailer for free and can purchase a rental to view the entire movie to stream on demand for up to 60 days.
Users can earn discounts and rewards by sharing the film through their social networks using Facebook, Twitter, etc.
Prescreen aggregates the purchasing data, protecting the privacy of each user, and delivers valuable demographic and analytic information back to filmmakers and distributors for future marketing and distribution efforts.

To see their featured the film HOW TO START YOUR OWN COUNTRY go to:

https://prescreen.com/movie/How-To-Start-Your-Own-Country and sign up!

For more info about the fascinating documentary that we all love here at TFC go to:

www.HOWTOSTARTYOUROWNCOUNTRY.com or use this link http://www.howtostartyourowncountry.com/Country/Enter.html

or visit the TFC site: http://www.thefilmcollaborative.org/films/howtostartyourowncountry.html

To see a video about Prescreen works go to: YOUTUBE http://www.youtube.com/watch?v=Pjh3F9ZbHYo OR – FACEBOOK

https://www.facebook.com/photo.php?v=10150285053926517

Today’s featured film is THE ROBBER.

Prescreen is now accepting full-length feature film applications on a variety of topics and genres. To submit, visit: prescreen.com/submit. To sign up for the daily email service, visit: prescreen.com

Bye for now. We hope you like the book and if you have any questions feel free to contact us at contactus@thefilmcollaborative.org

Orly Ravid September 15th, 2011

Posted In: Digital Distribution, Distribution, Distribution Platforms, DIY, Marketing, Prescreen, Uncategorized

The IndieWIRE panel I am commenting on was at the Elinor Bunin Munroe Film Center on July 16, 2011. indieWIRE Editor in Chief Dana Harris moderated a discussion about the past 15 years of film distribution with (left to right): Richard Abramowitz, Amy Heller, Bingham Ray, Bob Berney, Ira Deutchman, Mark Urman, Arianna Bocco and Jeanne Berney. It can be found here:

The Sundance distribution announcement was just made today.

So glad to know, as Mark Urman noted, that even big A-list cast films have a hard time getting listed properly on Cable VOD in terms of cast. We know that Sundance indie Adventures of Power also was not always listed properly in terms of noting its full cast (namely Jane Lynch & Adrien Grenier who both have massive fan bases were sometimes left off the film’s VOD description). What will it take the MSOs to get it together? Please let’s not all name or rename our films with numbers or start with the letters A,B,C,D, or E. If Comcast can insert ads into programming surely they and all the other dozens of MSOs (Multi System Operators) can find a way to help attract an audience for films on their system by categorizing them and filling in complete descriptions even on mammoth platforms.
The glut of content was discussed and the marketing challenges all distributors of cinema face. We all know it’s cheaper to make films now, there are more of them, they don’t die or go away, they just multiply annually and even some of the panelists spoke to younger generations not even committed to being filmmakers, but just making films because they can and it’s made to seem so cool. Indeed. And what I want someone to say, well ok I will just say it, is when the real numbers behind film distribution are revealed across the board perhaps we’ll see a trim in supply. The best, most creative and most committed will survive and thrive. Investors will be choosier because they’ll have all of the REAL information they need to make educated decisions. As for how to clear through the clutter, well, that goes back to the basics of know-your-audience, down to the “T” and don’t pretend it’s everyone. I look forward to even more lifestyle and interest oriented programming and content servicing and all the more reason for filmmakers to cultivate audiences directly, where there is no room for glut or confusion.
They joked about no one knowing VOD numbers, except for Arianna of IFC of course and Mark sometimes when his VOD client (Tribeca Films I presume) fills him in. Well, we have some from our forthcoming case study book Selling Your Film Without Selling Your Soul and I want to challenge ALL FILMMAKERS to share your numbers and stop the madness of mystery! And I agree, it’s time that these numbers start getting tracked and reported in a more automated fashion as theatrical box office and DVD sales are now. Still those number only show gross, and not the spend needed to achieve those numbers.
Amy of Milestone noted younger people have different habits in terms of what they want to view and how they view. So maybe we need younger folks running distribution companies now. TFC is hiring.
Arianna of IFC notes that piracy is a huge issue and that young people do not want to pay for content. So we can either be disturbed by that, or we can work with that knowledge and release in a way that will maximize revenues, instead of forcing audiences into outdated window methods. One film we recently observed tried to monetize its distribution via sponsorship, but waited way too long to get started, tried to do so without a distribution plan in place, is having its theatrical launch 6 months after its festival premiere and cannot seem to make a decision on the rest of its distribution whilst it awaits fat-enough-offers that are not coming. That sort of paradigm is a set up for failure and leaves the film open to piracy when a clear plan from the start and an immediate release after festival premiere could have led to quicker monetization (sponsored, DIY and/or via a donation campaign on VODO). We caution against proceeding with filmmaking or distribution when there is no viable plan in place.
A question via TWITTER that came in was: Where do you want to be 15 years from now? Richard Abramowitz is amazed he’s still in the biz now… and that’s honest in that it speaks to deep concerns about the changes in the business and the truth is, the more transparent service providers are about their numbers, the more likely they will survive. Those less transparent are not likely to sustain themselves. What I object to is the mythology in this industry and the mask of success that hides the real story of spending more than you made back because there are too many expensive services or middlemen. Who can tell me about their PROFIT? Not just for themselves, but for the filmmakers and investors they represent? Who will publicly admit the numbers on how much was spent for each service even on services they did not really need if they were better educated, and each middleman and what that yielded? When people do not, it’s largely because they want to get the next project funded and, to me, this is no better than a pyramid scheme. You know what eventually happens with those, right? See 2008 for an indication. Anyone who wants to challenge TFC on its transparency please do, I am ready.
‘Theatre going experience is in our DNA (like gazing at a fire)’, says Bingham Ray. The communal experience is what it’s all about. Amen. I say let’s bring back the drive-in. I especially want it for Sundance film Co-dependent Lesbian Space Alien Seeks Same.
Ira speaks to the Opera audience. He noted, as audiences get older they crave that experience (communal screening) more. I love that Ira Deutchman grew a business out of this niche. Niche is golden. A lesson for us all.
Ira spoke to “eventizing” theatrical– several noted about adding Q&As, live music, director attendance, panel discussions– to enhance theatrical and all of those screenings do well. Indeed. We have observed the same and that speaks even more to filmmakers knowing their audience and being more engaged in their own releases. There is nothing of this that one cannot do.
Ira ends quoting Richard Lorber “everything is possible and nothing works” harking back to 25 years ago when distribs celebrated small victories and spent little – before the rise and fall of indie bubble and the studios dressing big releases in indie clothes. My comment is regarding the “professional” the middle man, the lack of transparency even still is a burden, the fees paid excessive if one analyzes from the point of view of sustainability and healthy business. Service deals are announced like acquisitions. That’s why they say “film business” is an oxymoron but it need not be. And that’s why TFC’s resolve now is to not work with unsustainable filmmakers. We do not want to feed the habit, enable unrealistic expectations. If you spent too much on making your film, if your expectations are unreasonable, if you are not committed to being educated about both film and engaging audiences, and most of all, if you are just a money bag and not a creator but rather buying into the dream that your film (which you did not even create) is going to make you rich or richer, please go home. And now, on a less cranky and more joyous note: What I love about the Sundance distribution initiative:

11. It’s offering filmmakers a truly filmmaker friendly set up by having a good partner and fair contract terms.

12. The terms offered by a truly excellent partner like New Video were already good in general, but are now even slightly advantaged.

13. That the deal is non-exclusive and allows filmmakers proper agency and control.

14. That I partly inspired it starting in 2009 and that the folks at Sundance listened, discussed, and worked it out slowly but surely and that there is more to come.

15. The Sundance brand connected with its alumni of filmmaker’s brands and on key platforms that function as the key portals to film lovers (and yet not at the exclusion of other viable modes of DIY and traditional distribution) is the model I have always championed even before TFC launched, because it makes sense. It’s good for filmmakers; it’s good for audiences and back to # 1 and #2, initiatives like this are the way to help clear a path through the content of clutter to the curious eyes of cinema loving consumers.

Orly Ravid July 27th, 2011

Posted In: Digital Distribution, Distribution, Distribution Platforms, DIY, Long Tail & Glut of Content

Tags: Amy Heller, Arianna Bocco, Bingham Ray, Bob Berney, Dana Harris, distribution panel, film distribution, indiewire, Ira Deutchman, Jeanne Berney, Mark Urman, niche audience, Richard Abramowitz, Sundance, theatrical distribution

*This is Part III of “If I Were a Filmmaker Going Sundance…”

Post Sundance what I have to say is this: there were more deals done since I started tracking them along with the rest of the industry so for more deal counting and analysis please refer to that blog post.

But thank you Fox Searchlight, TWC and Oprah for injecting the biz with just the right amount of adrenaline to keep it dreaming big; we hope you’re buying big next year. What else is new? Focus has an emerging digital distribution initiative, Amazon is giving Netflix a run for its money (or not, depends on who you talk to)…. everyone is waiting on Wal-Mart to see how much voodoo VUDU can conjure up and SEARS and KMART are in the digital space just in case you though big retail was dead. Blockbuster is still for sale. Google’s stock price is high as ever and Apple is not going down any time soon judging from its 130,000,000 credit cards on file (and that was just the last time I checked) even though some speculate it will meet its match.

So now that there are almost as many digital plays as they are films (hahahaha of course not literally) how can we distinguish them? TERMS and MARKETING. I have made much fuss about terms before (how long, how many rights, fees and above all, what are the splits between platform/ service and aggregator/distributors).

We hope that filmmakers and their team build community and buzz around their films and start engaging audiences and potential audiences well before and leading up to and following the first public exhibition of their films. But after a distributor or aggregator comes on board, then what? What do they do for the fees, other than the selling and servicing of the film and its assets to the platforms / services.

Here is an overview of what a few companies do to market films for home entertainment release, either DVD & DIGITAL or just DIGITAL, and mostly in their own words:

FILMBUFF

“FilmBuff is an established leader in the development of innovative release strategies, digital merchandising and promotions. Our strong retail relationships allow us to emphasize merchandising and promotional placement on all platforms and video portals. Our internal marketing builds custom outreach programs to build audience awareness and activate the online communities that are ideal for each film. Custom promos and features on FilmBuff’s social media networks across Facebook, Twitter, YouTube and a host of online video portals work in concert to ensure that films reach the widest possible audience.”

Our dedicated programming and marketing teams will:

• Design a custom release strategy for each film across all digital platforms
• Work directly with online stores on a weekly basis to gain featured digital merchandising. Some examples of recent featured merchandising and promotions below:

–Exit Through the Gift Shop on iTunes

–Collapse on XBox

–One Too Many Mornings on Hulu

–Cemetery Junction on Charter

• Build a public relations program to drive audience awareness through national & international press and blog coverage.

–Nice Guy Johnny on AOL Video

• Execute custom outreach programs to activate and engage the online communities that are ideal for each film.
• Implement online promotional campaigns and features leveraging FilmBuff’s expanding social media community of movie lovers on Facebook, Twitter and Youtube and others. The community now includes 25K+ engaged fans, followers & subscribers.

–Savage County on Veoh

• Feature the film in various areas on our website (www.filmbuffondemand.com) which drives users and fans to digital transactions. The site features video clips, industry content, guest blogs, film extras and links to all portals where the film is available. The site currently receives an average of over 20K+ page views per month.

NEW VIDEO

“New Video’s suite of marketing services for films released on DVD, Blu-ray, digitally and on-demand includes:

Direct contact with retailers and platforms for developing and supporting in-store placements and point-of-sale promotions. (TFC notes: They have a lot of DVD volume so their relationships are more valuable than a filmmaker can get on their own dealing with the retailer).

A full-time in-house public relations team directing outreach to national and regional print, online and broadcast media for both industry and consumers-

Collaboration with partner organizations to drive grassroots awareness; a custom affiliate program for DVD sales referrals.

* Best practices to reach existing fan bases online and off with a solid emphasis on social media. * Strategic advertising to maximize ROI. * Promotion at consumer and trade shows.

The mission of New Video is to leverage 20 years of distribution and marketing experience to provide the broadest possible reach across all distribution channels, while raising awareness through major press, grassroots organizations, and everything in between. Titles we’ve distributed and marketed include GasLand, King Corn, Autism: The Musical, Wild Parrots of Telegraph Hill, Bob Dylan: Dont Look Back, Dr. Horrible’s Sing-along Blog and The Secret of Kells. We collaborate with filmmakers, create custom marketing strategies and share our best practices to build on the momentum they have developed over the life of their project. With expert in-house publicity services, our campaigns cover long lead press, short lead, online, industry, and consumer press outlets (both national and regional, in print, online and broadcast media). Our press releases are media-rich and social media-ready for posting and sharing, and we offer next-gen screener service for press review. We have a proven track record in leveraging talent to maximize press and promotion through marketing opportunities such as podcasts and exclusives. We have a hands-on, strategic approach to grassroots marketing, and we employ social network marketing through our own presence on Facebook and Twitter, and through coordination with supporters’ social networks. We prize our longstanding relationships with store merchandising teams, and add enormous value in our ability to customize and create in-store marketing strategy, such as thematic shelves, customized artwork, and priority placements. We collaborate on selective online, print and radio advertising to strategically improve ROI through targeted buys, and we build opportunities around media events, consumer and trade shows to further press coverage and consumer awareness for a property. We complement these practices with a custom affiliate program for DVD sales referrals to incent partner organizations online. New Video is committed to building and maintaining buzz organically, through extended campaigns, early editorial pitching, and social outreach. We communicate with consumers through our website and blog, social media, and a newsletter reaching 15,000 subscribers.”

TFC NOTES: New Video is a key iTunes aggregator not only for its own titles but for many traditional distributors and even IndieFlix and Indie Rights and TriBeCa Films (remember filmmakers, always ask the questions that help you know how many middle men there are in any given category of distribution). I know that on the ‘Social Media Outreach’ front for iTunes releases for example, New Video sends out social-media releases with images & clips to sites such as Digg, Reddit, Stumbleupon and they post release on PR Distribution sites such as ClickPress, i-Newswire, eCommWire, The Open Press. From past experience we know they do a feed-based announcement made available on Google blog search, Technorati, Yahoo! News, Topix, tagged with keywords for easier discovery. New Video does email marketing to its subscribers as well and Trailer or Clip Tagging Promotional clips tagged with “Now Available on iTunes” and syndicated to top video sharing sites (e.g. YouTube, Yahoo!, MySpace, Google, Revver, Dailymotion, Blip, Veoh). They monitor and post reviews in-store Individual reviews posted about the content. On the online grassroots outreach front, they connect to digital portals; targeting topical, genre and talent fansites and blogs and service those with press release and special offers (exclusives, clips, contests, review copies). And they work fans and friends via the social networking sites. (TFC notes: on Facebook New Video as a company only has a little over 1,700 people. The page is largely used to promote titles, not facilitate dialog as Sheri Candler observed.).

WOLFE VIDEO

“25 years developing relationships with national retailers, VOD companies, the press and media, film festival programmers, LGBT organizations and our vendors. Over 25 years building traditional and electronic mailing lists, plus a wide social media presence. Wolfe believes that the key aspect to being an effective Distributor is marketing. In the absence of this expertise, a distributor is merely a middleman. Wolfe is widely known for mainstreaming films with gay content. The most invaluable asset Wolfe brings to filmmakers is experience. Wolfe has over 25 years developing relationships with VOD companies, DVD retailers, niche and traditional media, film festival programmers, broadcasters, LGBT organizations and our vendors. Wolfe has one of the largest channels in the gay niche market which includes traditional and electronic mailing lists and a wide social media presence.

One of Wolfe’s most notable assets is its direct access to gay consumers; better known as WolfeVideo.com. The website supports heavy traffic and is widely known as a commerce site for gay feature films. It should also be noted that Wolfe does not sell adult product, so the website is accessible for many audiences. WolfeVideo.com is supplemented by the QMovieBlog.com and Wolfe’s social network strategy includes a variety of ongoing campaigns across all major platforms. Wolfe has a particularly substantial and active following on Twitter, Facebook and YouTube; for example Wolfe’s work on Were the World Mine generated nearly 100K views on YouTube alone and the famous re-release of Desert Hearts promotion generated over 847,000 views! Wolfe’s direct to consumer assets also include significant opt-in mailing lists via email and traditional snail mail, which continues to be a strong sales tool for the company and its products. (TFC Notes Wolfe’s Facebook page has 3,368 likes).

Sales and marketing via mainstream outlets is key to the success of Wolfe films. Wolfe leverages client relationships with VOD, EST and DVD retailers to further market films. Strategic partnerships bring Wolfe’s films front and center in programs such as the Gay Pride month feature on the home page of iTunes, Internet promotions with Xfinity & dominant presence with DVD retailers such as Amazon.com. Wolfe has also engaged companies like Sony to develop marketing campaigns. The Sony Ebridge program was designed to add value to the DVD. E-bridge gave consumers cool stuff like the chance to win a trip to Australia. It also offered advertisers unique consumer access they would otherwise not reach.

Other clients that partner with Wolfe promotions include hundreds of non-profit organizations nationwide such as LGBT film festivals and political orgs like GLAAD. These organizations work with Wolfe to both screen films for hundreds of consumers and promote the subsequent VOD & DVD releases. These relationships expand consumer outreach and do the good work of promoting the important work of non-profits.

Publicity is a major focus in every Wolfe campaign. Wolfe’s publicists (not in-house) facilitate reviews, interviews and other coverage for all Wolfe releases across a wide range of media outlets from national and regional print publications to blogs and websites. Broadcast networks also work with Wolfe on publicity and marketing. For example, the Logo Network is presently airing Wolfe PSA’s to educate consumers about the effects of piracy featuring actors from Wolfe films.

Additionally, they not only market films on the Wolfe label, but work extensively with larger labels such as Sony, Universal, Fox, and Showtime to name a few. Every successful distributor with gay content has hired Wolfe to support their products. Wolfe has a “soup to nuts” approach to film marketing and they work hard to reach millions of consumers for every release.”

INDEPENDENT LENS

“Independent Lens has a strong social media community including nearly 70,000 engaged Facebook fans —the largest of all PBS primetime series, second only to Antiques Roadshow. Independent Lens social networking and online impact: Independent Lens believes social networking is one key component to reaching new, younger and more diverse viewers for our broadcasts, engagement work and online distribution.

Independent Lens is the second most popular PBS series on Facebook. We post daily, and our posts average 55,000 impressions each. We receive an average of 100 interactions (Likes + Comments) on each post. This engagement rate ranks first among PBS series and means that 5 out of 6 of our fans see each post.

(e.g. their The Calling Livestream event from the Chicago Art Institute in December 2010 attracted more than 3,000 viewers on their Livestream channel on their Facebook fan page.).

We have more than 11,000 followers on Twitter.

We post three or more new Blog postings each week, and they feature interviews with the filmmakers, documentary news, dispatches from filmmakers in the field, live chats with filmmakers and the subjects of their films, and more.

In the first quarter of our current season, Independent Lens had 18,000 page views from more than 15,000 unique visitors.”

GRAVITAS

“With there being thousands of films available in the VOD marketplace, here are four ongoing tactics we use to raise the profile of Gravitas films:

1. Traditional PR- As this The Wrap article shows we believe it important to convey to the industry and entertainment enthusiasts that Gravitas continues to innovate in VOD. In this instance, we will be releasing American: The Bill Hicks Story “day and date” in theatres and on VOD in April. This is a film was adored when it screened at SXSW in 2010 and having pre-release PR supporting the film will help us get wide carriage in 100 million North American VOD homes and marketing support from cable and online operators concurrent with the film’s debut.

We have an outside PR firm on retainer and we also do PR/marketing in house. None of these expenses are charged back to the filmmaker. We work in house, w/ our PR firm and with our Licensors to ensure appropriate messaging is being conveyed. Good reviews are crucial, but of paramount importance is letting the Licensor know when and where the film are being played in VOD. To this end, we communicate with our Licensors every time their film is on a new VOD platform.

Here are a couple recent links to coverage on IFC.com

http://www.ifc.com/news/2010/10/2010-holiday-movie-guide-online-vod.php

http://www.ifc.com/news/2011/01/winter-preview-2011-dvds.php

2. VOD Guide Optimization- As you know, there are over 100 cable, satellite, and telco operators in North America and each operator has their own VOD guide characteristics. As a result, we spend considerable resources internally making sure that our films are mapped so that customers can easily find them. As a result, we have Slingboxes set up in homes all across North America where we can remotely use our office internet connections to peer in to the cable boxes of friends and family to make sure our films are in as many VOD guide folders as possible. The enclosed images shows the layout of 8 different large operators. Our goal is make sure our films show up 4-5 times within each operator VOD storefront in folders frequently called “New Release”, “All Movies A-Z”, “Indy Films”, “2 Day Rentals”, “VOD Premieres”, “In Theatres”, and the appropriate genre categories like “Documentary” or “Comedy.”

Almost each guide (aka UI or User Interface) is a little different and we monitor as many of the UI’s as possible to ensure that we are aware of any guide changes that we should be taking advantage of that would be appropriate for our content so that it is merchandized appropriately. We do this for all of our licensed content.

3. Online Editorial Outreach: Gravitas’ marketing team has a monthly dialogue (including sending DVD screeners) with dozens of websites and bloggers that cover independent, genre, and new VOD content including:

IFC.COM

On Demand Weekly

Hammer to Nail

Twitch Film

Film School Rejects

Gordon and the Whale

28 Days Later Analysis

Fangoria

Dread Central

Arrow in the Head

VideoScope Magazine

Horrorphilia

Bloody Disgusting

Here are some recent samples:

http://www.ifc.com/news/2011/01/winter-preview-2011-dvds.php

http://ondemandweekly.com/blog/article/ip_man_-_on_demand/

4. Online and Social Media- Each month we host monthly marketing calls with filmmakers to help implement and grow the online presence of their film prior to and after VOD debut date. Here are just a few examples:

Gravitas Website-We run on ongoing Film Spotlight section off of our home page where we interview writers and directors of Gravitas films currently in VOD release. http://www.gravitasventures.com/films/

(TFC notes: no info on site traffic and Sheri Candler noted that Gravitas themselves only have a little over 500 people on their own FB page and almost no engagement from fans; few likes, few comments on the material posted there.)

ORLY asked: “Do you have any plans to expand your social network marketing? Any community engagement you want to speak to? I say this because for example Independent Lens does this very well, but most distribs and aggregators don’t. Since you mention it, if you have anything to say about it please do”.

GRAVITAS answered: “To the extent that our social media sites continue to grow, yes, but it’s equally important and effective to spread best practices with our Licensors. i.e. If Gravitas licenses a film with a FB page of 10K fans, we want to share best practices with that Licensor as to harness their social network to drive VOD activity”. Gravitas went on to explain that they don’t see themselves as a consumer-facing brand and they prefer to focus their efforts and resources on working with filmmakers’ Facebook pages etc and leveraging the filmmakers’ brands and outreach efforts, coaching filmmakers on having fans look for the film on the right platforms etc.

Back to the rest of the GRAVITAS info about their marketing ONLINE & via SOCIAL MEDIA:

“b.) Partner Portal Marketing- Hulu is one example of a key partner portal that we collaborate with weekly to raise the profile of Gravitas films. Here is a screen shot of the well-regarded documentary Circus Rosaire that is currently being highlighted in the top carousel off the Main Hulu Movies page.

Recently, we were able to work with the website www.Jesse-Eisenberg.com to have them cross promote one of Jesse’s earlier films The Living Wake right after he was Oscar nominated for his work in The Social Network.

http://www.jesse-eisenberg.com/news/2011/01/29/the-living-wake-now-free-to-watch-on-hulu/

We also frequently collaborate with many of our filmmakers to heighten discussion, interaction and interest in many of our Hulu films.

c.) Social Media- Gravitas and its film partners are active users of Facebook and Twitter. Here is one example where are Documentaries on Demand partner PBS tweeted about the VOD release of The Buddha to its over 500 thousand followers.”

http://www.indiewire.com/article/gravitas_ventures_to_launch_documentaries_on_demand_with_pbs/

BRAINSTORM MEDIA

Brainstorm submitted this campaign plan in answer to our desire to what they do on the marketing front. They work with Eventful.

Eventful

What Would You Give Up to Find True Love?

Submit Your Answer for a Chance to Win!

One lucky winner and three guests will win a trip to NYC, stay at the

luxurious Kimberly Hotel, get a pampering spa day and more!

Campaign overview:

Eventful will execute a social media campaign to engage consumers around the film, My Father’s Will. The campaign will allow fans to submit their answers to win a trip to NYC, see submissions from other fans, and watch the trailer for My Father’s Will. Eventful will execute digital, email and social media marketing to drive campaign participation.

The goals of the campaign include:

• Drive entries for the sweepstakes
• Build awareness for My Father’s Will through trailer views
• Build awareness for accommodations being provided, i.e. hotel
• Generate social media and viral engagement for the film and sweepstakes
• Create an engaged social community for direct marketing of VOD rentals of My

Father’s Will with including folder locations for each affiliate

Phase 1: Social media campaign – Win it!

1. Eventful will design, build and host:

• Campaign micro-site including movie trailer and hotel branding
• Custom widgets and social media apps for distribution across Facebook,

MySpace and other sites, enabling consumers to enter the sweepstakes

2. Eventful will execute a comprehensive targeted marketing and promotional plan to engage existing users from among Eventful’s audience of 16 million consumers:

• Demographic targeting by location, age, gender, and entertainment tastes
• Eventful will engage consumers via dedicated email, onsite promotions, and one-click social media sharing tools

3. Marketing by Eventful will drive participants to the campaign micro-site which will include:

• Campaign artwork branded for My Father’s Will
• Primary call-to-action to enter the sweepstakes by submitting an answer
• Live stream of entries from fans
• Official trailer for My Father’s Will
• Campaign details with basic rules
• Social media sharing tools for Facebook, MySpace, Twitter and email

Phase 2: Drive VOD rentals of My Father’s Will

1. Eventful will promote VOD sales for My Father’s Will through a digital and direct marketing campaign targeting all sweepstakes entrants plus a broader target audience within the Eventful user base. Campaigns include:

• Dedicated email
• Onsite promotions
• Email newsletter insertions

Proposed Timeline:

• “Win it!” Sweepstakes: 2/15/11 – 4/15/11

To see the campaign, access it here. http://movies.eventful.com/campaigns/myfatherswill2011

(TFC note: we look forward to hearing the outcome on this campaign)

—

So, in conclusion, you can see a range of what companies do. In general, some companies are more focused on consumer marketing and publicity and social network marketing than others and some are focused more on marketing to retailers and services and getting best placement and some may do both. We recommend the latter when you have a choice and of course, no one can market your film better than you can. In my experience most companies lack on the publicity side, though I will say First Run Features, for example, (since we did not cover them herein) seems to do a great job on that front working with a wonderful publicist, driving Netflix queue action, hiring outreach teams, posting the trailer all over, and take out ads, e-blast loads, as well as work social network sites etc.

I am sure other companies will want to chime in here about what they do and filmmakers too about their experiences, good or not-so-much. We want to hear from you so weigh in! Please offer specific examples, not just marketing speak. In the meantime, our resident social network marketing guru, Sheri Candler, has offered her take on what the above distributors have described.

Sheri Candler says: I am happy to see distributors explaining what they do to market titles under their control. Often, the text on their websites sounds like a generalization of typical activities conducted by any marketing department in any corporation. I urge filmmakers to press for a customized, detailed plan of EXACTLY what will be done on their films and how much it will cost. Ultimately, that cost will be deducted from your backend, so it is important to understand what you can expect from your distributor before you sign up with them. It also gives you an idea of what you will still need to do yourselves. This isn’t fix it, forget it and the money just rolls in.

As noted above, I think social networking activities by most distributors is minimal at best. If you already have 10K fans on your Facebook page and the distributor offering to perform social networking activities for your film only has 500, they really can’t offer much. Especially look at how they handle their pages. Is it mostly shill? Is there any engagement going on? Evaluate them on what they can bring you that you can’t do yourselves. I strongly disagree that distributors shouldn’t consider themselves consumer facing companies. All companies are consumer facing in this age of digital ubiquity. But if it is true, they aren’t consumer facing, most likely those distributors shouldn’t be using social media as a company at all. SOCIAL media is all about facing the customer and conversing with them.

The only impressive distributor in the above list with regard to social networking and utilizing it effectively is Independent Lens. Look at their page and see how they are using it. Very impressive. No wonder they have almost 70K fans. Ask if your distributor has a social media team (not 2 interns!) and ask to speak with those people to get a sense of what they will do with your title or how you can combine efforts effectively. Just getting a large entity to tweet about your title once is not going to do much; it is not a Twitter strategy.

Retail DVD placement (for the next few years anyway), iTunes, Netflix, and VOD marquee placement, relationships with major publications for reviews and feature stories, these are things a typical filmmaker cannot get on their own and are worth utilizing with a distributor. Sending out eblasts and unsolicited screeners to journalists is really spam; so if that is the extent of your distributor’s publicity efforts, it isn’t worth paying for. Be sure to ask EXACTLY which publications will be approached and evaluate whether those outlets reach your target audience. You should also be consulted on what story angles will be developed for the publications. This is especially necessary if you do not have notable stars or notable accolades from festivals attached to your film as publications will be more reluctant to cover it.

Since grassroots relationships were mentioned, press your distributor to name which organizations they work with. Are they just affiliate sales relationships? Are they just a member of the distributor eblast list? Real communication should be happening and for a relationship really to be fruitful, it has to be 2 way. Of the above mentioned distributors, only Wolfe strikes me as having actual relationships with target organizations. Their content is of value to the organizations they are affiliated with and I would venture a guess that Wolfe strongly champions the orgs cause and mission too. THAT is a relationship.

Advertising placement makes sense, but find out what the spend will be and what publications/sites. While I understand that distributors get better rates going with a media broker, the spend is wasted if the placements are in publications or on sites that do not reach your target audience.

My view on this is a distributor is a marketing partner. The bulk of what they should be bringing you is marketing prowess. Really dig into what their plans are for your film and ask to see examples of work on similar films. When deciding on which distributor to sign with, don’t just sign with someone offering you access to 15 million homes. It sounds great, but if few of those homes know your film exists, there won’t be many sales.

Orly Ravid March 2nd, 2011

Posted In: Digital Distribution, DIY, Marketing, Social Network Marketing, Uncategorized

Tags: community building, film marketing, self distribution

Don’t worry folks, I have not forgotten the 3^rd and final part of the blog series “IF I WERE A FILMMAKER GOING TO SUNDANCE”… it’s posting this week. But in the meantime, this just in, well actually not, it’s been brewing for a while…

Festivals getting involved in distribution is all the rage. For festivals with very strong brand recognition, it makes sense to move into this arena. We’ve been recommending it to fests for years (since 2005) and we are happy to see some, such as Sundance, are getting into the fray. It makes sense for the biggest brand festivals to be using their name recognition to bring attention to the films they screen. We at TFC have a Foreign Language Oscar Initiative with Palm Springs International, a festival known for its curation of world cinema. It makes sense that together we will bring the recognition of PSIFF chosen films to a wider audience.

The Sundance brand, being strongly recognized with consumers even outside of the independent film industry, is ideal for filmmakers to use to their distribution advantage as close to the festival as possible. With the festival getting involved in distribution, the time between festival premiere and release will only help. For festivals that do not yet have a very strong consumer brand or niche it may make less sense.

An article today in the New York Times talks about some of the fests’ distribution plans.

We’ll be drilling more into this in the coming months. For now, we wanted to address TriBeCa Films distribution.

TriBeCa Films is a for-profit company and in that way they are acting like a traditional distribution company taking rights, offering Minimum Guarantees (MGs) but charging interest, all the usual stuff. That’s the difference between TriBeCa and what Sundance has indicated its distribution will look like. The difference between it and let’s say a digital aggregator such as IndieFlix is that it has strong direct Cable VOD relationships (e.g. Comcast) and TriBeCa has a strong marketing partnership in AMEX (as noted in the article) which brings significant financial sponsorship support to marketing and we expect other partnerships are in the works. It’s been said that overages from TriBeCa Films have been quite healthy and that the Cable VOD distribution paid off.

They started with 11 films last year and they plan to increase to 26 this year. They partner with New Video for their DVD and for access on other digital platforms (iTunes, Amazon etc), an excellent partner but yet another middle man. The theatrical aspect of their distribution seems modest at this moment but that is no different than many other distributors and it may change in time.

Sundance is just starting to formulate its plans, but it is a non-profit and is not seeking to behave like a traditional distributor. Rather, their initiative will facilitate certain components of distribution access to key platforms under the strength of its brand and that would be a key difference.

The NYT piece cites Janet Pierson’s unwillingness for SXSW to join in the digital distribution business. As she rightly surmised, distribution is complicated, it is not always revenue generating, it can be cost-intensive, it can invite great scrutiny from filmmakers and industry and certainly does complicate a film festival’s activities and politics. So maybe for SXSW, it is enough to be at the top of the technology front and be a successful event for the convergence of art, technology and media happenings and leave well enough alone.

These are changing times indeed, with no shortage of options on accessing platforms where audiences could find your work. Branding and marketing are crucially important, and so on that note, until the next blog post.

Orly Ravid February 28th, 2011

Posted In: Digital Distribution, Distribution, DIY, Film Festivals, Uncategorized

Tags: Digital Distribution, film distribution, Film Festivals, independent film, VOD

*This is Part II of the “If I Were a Filmmaker Going Sundance…”

*Part III to will be written in the aftermath of the glow of the fest.

Sundance 2011, insofar as distribution was concerned, saw a spike on both the traditional sales and the DIY front. 42 deals were done so far and more to come. One difference between this year’s Festival and those of recent years is that several acquisitions were done prior to the Festival and more deals occurred right at the beginning of the Festival rather than taken several days or weeks to materialize. In addition, some of the acquisition dollar figures were bigger than in recent times. There was a definite sense of ‘business is back’ (though mostly still for bigger films with either name directors or cast or both – and this we address below). And DIY is seeing a new dawn with directors like Kevin Smith announcing a self-distribution plan and Sundance’s solidified commitment to helping artists crowdfund (via Kickstarter) and market their films (via Facebook for example) access certain digital distribution platforms (in the works and TBA).

Starting with the deals. So far I counted 42 (one at least was a pre-buy / investment in production) and two so far are remake rights deals.

I only list the deal points that were publicized… meaning if no $$$ is listed then it was not announced.

Deals done Pre-Sundance:

1. Project Nim (James Marsh who did Man on Wire) – sold to HBO for a hefty yet unreported sum.

2. Becoming Chaz – produced by renowned World Of Wonder and sold to OWN (actually we gleaned OWN invested in the film and at the fest Oprah announced her commitment to doing for docs what she did for books via a Doc Club).

3. Uncle Kent went to IFC

4. The Greatest Movie Ever Sold (Morgan Spurlock) – went to Sony Classics.

5. Septien: (Michael Tully) – was nabbed by Sundance Selects

6. Mad Bastards also went to Sundance Selects

Deals done at Sundance according to sections:

US Dramatic Competition:

7. The Ledge: sold to IFC – Low seven figures

8. Like Crazy: (Director of Douchebag) – Paramount for a worldwide deal – $4,000,000.

9. Martha Marcy May Marlene: sold to Fox Searchlight, congrats to TFC Board of Advisor EXP, Ted Hope – 2 mil

10. Circumstance: Participant is funding the release and will (along with the filmmakers) choose a distribution partner, we hope Roadside Attractions.

11. Homework: Fox Searchlight – $3,000,000

12. Another Earth: (Mark Cahill) – Fox Searchlight – a $3 mil deal, with an aggressive P&A as reported and for US and all English speaking territories.

13. Gun Hill Road: Motion Film Group

14. Pariah: Focus Features – $1 mil deal

15. The Flaw: New Video

16. Take Shelter: Sony Pictures Classics

Premieres (‘names’ in films):

17. My Idiot Brother: TWC – $7,000,000 for US and key territories with $15,000,000 P&A

18. The Details: TWC – $7,500,000 MG and $10,000,000 P&A

19. I Melt With You: Magnolia (reported mid-high 6-figure deal reportedly w/ healthy backend)

20. Life in a Day: NatGeo Films

21. Margin Call: Joint deal with Lions Gate and Roadside Attractions – $2,000,000 deal

22. Perfect Sense: IFC

23. The Future: (Miranda July) – Roadside Attractions

24. Salvation Boulevard: IFC

25. The Son of No One: (Dieto Monteil) – Anchor Bay

26. The Devil’s Double: (Lee Tamahori) – Lionsgate – a reportedly seven figure deal

U.S. Documentary Competition:

27. Buck: Sundance Selects

28. The Last Mountain: Dada Films (MJ Peckos and Steven Raphael)

29. Page One: A Year Inside the New York Times: Magnolia and Participant

30. Hot Coffee: HBO

31. Crime After Crime: OWN (this will have an Oscar qualifying run before airing on OWN)

32. Miss Representation: OWN

33. The Black Power Mix Tape 1967- 1975: Sundance Selects

34. Sing Your Song: HBO Documentary Films

Doc Premieres:

35. These Amazing Shadows: Sundance Selects

Park City at Midnight:

36. Silent House: Liddell Entertainment

37. Hobo with a Shotgun: Magnolia/Magnet

38. Corman’s World: Exploits of a Hollywood Rebel: A&E IndieFilms

World Cinema Dramatic Competition:

39. The Guard: Sony Pictures Classics – $1,000,000 deal

40. Bellflower: Oscilloscope

Not distribution deals per se but Fox Searchlight bought worldwide remake rights to

41. The Bengali Detective

42. TWC bought remake rights to Knuckle.

Please let me know if I missed any deals and feel free to comment in this blog. Of course more may be announced even as this posts and I am on a plane.

So we see mostly name filmmakers or cast but also definitely a few non-names generating deals the details of which are not publicized thus far.

AND NOW ON the DIY side:

RE: SLITTING RIGHTS & DIY: Andrew Hurwitz and Alan Sacks wrote an article in the Hollywood Reporter addressing all the same stuff TFC has talked about before, splitting rights, working and sometimes conflating windows and not settling for bad deal terms when one could do better on one’s own working with consultants etc. It’s nice to see trades addressing this in a context that speaks to more traditional industry players.

THE FLAT FEE MODEL EXPANDS: Distribber (now owned by IndieGOGO) announced a partnership that has been brewing with one of our Cable VOD partners, and TFC Board of Advisor Meyer Schwarztein of Brainstorm Media. Basically it expands Distribber’s flat fee digital distribution offerings to include Cable VOD (and also Hulu). If a film gets onto all key MSOs the fee is set for now to be $9999 and there are prices per platform if a film cannot make it on to any given platform so that one is not paying for a platform or service they are not getting onto. As per the press release: “The films will be presented to audiences on the new “Filmmaker Direct” label; consumers who purchase films on “Filmmaker Direct” will know that 100% of profits go directly to the filmmaker, instead of to a parade of “Hollywood Middlemen.” For more info check out: http://www.distribber.com. My only cautionary note: this is not a great idea for smaller films for which the gross revenues that would not justify the flat fee. One must remember and always know to ask about the splits that the Cable VOD aggregator is getting from the MSOs. They range, to the best of my knowledge to-date, between 30% and 60% depending on company and films. Studios get the higher splits for the obvious reasons. And so one has to do the math. And of course also evaluate MARKETING (which will be the focus on the 3^rd and final part of this Sundance Blog series). In any case, we work with both Adam Chapnick at Distribber and Meyer Schwarzstein at Brainstorm and are fond of and trust them both.

BRAND NAME FILMMAKER DIY: Kevin Smith fueled the torch of DIY in his own flame-filled way. He auctioned off the distribution of Sundance Premiere Selection RED STATE to himself and has pre-booked theatres and plans to be his own decider in distribution, sans print ads (Amen). We wish him well but caution his very “old world” production and release budget (4mil Prod & and 2.5mil to release (for prints etc)… immediate launch broad release plan… a slow build never hurt anyone. David Dinnerstein formerly of Paramount Classics and Lakeshore consulted on the release. For more on this topic just search the WWW.

ABOUT THE SHORTS:

DIY Hats off to the Sundance SHORTS filmmaker such as Trevor Anderson and I believe 11 others who are on Sundance’s YouTube Screening Room Initiative with tens of thousands of views. Anderson exceeded 94,000 views as of the other day and has put all his shorts including this year’s HIGH LEVEL BRIDGE on www.EggUp.com which allows him to monetize them via transactional digital sales. TFC refularly refers filmmakers to EggUp and now also TopSpin though our guru Sheri Candler advises TopSpin works better for filmmakers with an already robust following. Whilst Anderson may not be getting rich just yet, it’s a perfect model for a prolific and vibrant filmmaker who is building a brand and getting his/her work out there.

Last but not least, Sundance announces its DIY oriented initiative.

Sundance Institute announced (I’m now quoting from its press release) its “Three-Year Plan with Kickstarter as Creative Funding Collaborator / Facebook® to Provide Guidance to Institute Alumni… A new program to connect its artists with audiences by offering access to top-tier creative funding and marketing backed by the Institute’s promotional support…The creative funding component was announced today with Kickstarter, the largest platform in the world for funding creative projects. A new way to fund and follow creative projects, tens of thousands of people pledge millions of dollars to projects on Kickstarter every month. In exchange for support, backers receive tangible rewards crafted and fulfilled by the project’s creator. Support is neither investment, charity, nor lending, but rather a mix of commerce and patronage that allows artists to retain 100% ownership and creative control of their work while building a supportive community as they develop their projects… In the coming months, Sundance Institute will build an online hub of resources related to independent distribution options, funding strategies and other key issues. The goal is to provide for filmmakers a central location to explore case studies and best practices, in addition to live workshops and training opportunities with Institute staff, alumni, industry experts and key partners. As the first of these partners bringing their expertise to the community, Facebook will offer Institute alumni advice, educational materials, and best-practices tips on how to build and engage audiences via the service…Further development will include access to a broad and open array of third-party digital distribution platforms backed by Sundance Institute promotional support. In the future, additional opportunities for theatrical exhibition will be explored in collaboration with organizations such as Sundance Cinemas, members of the national Art House Project, and others.”

I have been championing festivals getting involved with exhibition since and distribution beyond the festival itself since 2005 and discussed some options and ideas with Sundance staffers last year and am thrilled about this powerful and liberating announcement that so connects up with TFC’s mission whilst having some serious muscle and we look forward to being involved in some way hopefully.

MARKETING IS KING: One thing no one talks about in much detail is MARKETING. Of course the big guns have the cash to buy marketing but the small distribs and aggregators are starting to be difficult to distinguish at times, and yet sometimes distributors do earn their fees by investing real talent and expertise and even money in marketing. So comparing what one can do oneself (if one does not get the big fat offer) with what traditional but small distribution deals bring will be the focus of the 3^rd and last post in this series to come after Rotterdam but hopefully before Berlinale.

Over and out for now. Questions and Comments always welcome!

Orly Ravid January 27th, 2011

Posted In: Digital Distribution, Distribution, DIY, Film Festivals, Marketing

Tags: Digital Distribution, distributors, film distribution, Film Festivals, film marketing, independent film, Kickstarter, Sundance

“Discerning the difference between a film that can actually sell well enough to justify having a third party sales agent and going to markets vs a film that is best served by DIY methods that should be planned and employed BEFORE the film’s first exhibition”

We get questioned all the time by members and others about which markets should filmmakers attend and which sales agents should they go with. Having unrealistic expectations is dangerous. It sets people up to do nothing on their own but wait for some third party to make their dreams come true.

We’re just coming off of AFM. indieWIRE reports growth attendance at the market. See this article

http://www.indiewire.com/article/2010_american_film_market_wraps_with_positive_numbers/# if you want to read the stats. They are however only relative to last year, a real low, and not addressing the question on everyone’s mind, what about the sales themselves. AFM has always been known more for genre films and cast-driven films. Troma films do well for the genre category and Henry’s Crime starring Keanu Reeves, James Caan and Vera Farmiga is a cast driven narrative being sold this year, for example.

It was decently busy from my p.o.v and buyers were there a bit more to buy than they were at say Toronto, according to our foreign sales partner, Ariel Veneziano of Re-Creation Media. But, the question is what are they there to buy and at what price? The shift in the business from the 80’s and 90’s till now is not reversing itself and I don’t think it ever will. Prices have come down, dramatically because ancillary business has shifted so much, retailers have gone under, and supply has grown. That is the case across the board.

Digital services such as Fluent, Gravitas, Distribber, Brainstorm (all of whom we work with) were all at AFM, digital is where the business is now, not in getting big MGs per territory for most films anymore, not for most art house films. Of course there is some of that business still but the people benefiting from it are the Sales Companies with big libraries and the aggregators with the same. The individual sales prices, after expenses are deducted, are more often than not, not making money for the filmmakers, not given the terms most companies offer, at least not from our vantage point, . Of course we’re not in the business of selling big genre films or cast-driven films so we are not addressing those. Docs do sell best to TV at doc markets such as Hot Docs and IDFA, to name two, and those so far still seem to be worth it and that business still has value. And of course a lucky few theatrical-potential docs sell at Sundance and TIFF etc.

Why do I bring this up? Because we get questioned all the time by members and others about which markets should filmmakers attend and which sales agents should they go with and the truth is, very often the films are not viable for a sales agent because the sales would be too small and if a sales agent did take the film on, the filmmaker would never see a dime after the sales agents recouped their expenses and fees and after one has paid for Delivery. And then the sales agent / sales company would have the right to do the DIGITAL DISTRIBUTION DIRECTLY that the FILMMAKER SHOULD BE DOING. That is the point of this blog. Discerning the difference between a film that can actually sell well enough to justify having a third party sales agent and going to markets vs a film that is best served by DIY methods that should be planned and employed BEFORE the film’s first exhibition.

Stacey Parks of Film Specific www.FilmSpecific.com recently sent this missive out to her members: “So AFM is coming to a close and the overall good news for everyone out there is that business is picking up from last year. Sales are brisk and even Pre-Sales are brisk for the right projects. I’ve met with several clients who are here at AFM and all of them are reporting good results in meeting a variety of people and companies as potential financiers for their projects, or sellers, or both.”

That’s exciting and we know Stacey knows her stuff and she’s a friend so all good. But I still want to know the numbers from everyone who sold a film, or didn’t after spending money trying, and ask all of you readers to share the real numbers, as we will of course (you will soon see), so that people can know what expectations are reasonable and what is not reasonable to expect.

Having unrealistic expectations is dangerous. It sets people up to do nothing on their own but wait for some third party to make their dreams come true. And then time goes by, months and even years, and one has done anything to build community around the film or get it out there. Then filmmakers are disappointed and blame others instead of making it happen for themselves. There is no excuse for that anymore.

We announced a partnership with Palm Springs International Film Festival to help its filmmakers distribute and we will be working with other film festivals to do the same. Filmmakers are embracing Jon Reiss and Sheri Candler’s PMD concept and that can really create success via DIY distribution or get an audience started to give leverage in negotiating a deal. The options for accessing Cable VOD and digital platform distribution and also having mobile Apps distribute the film are only growing, though of course the space gets only more glutted too.

But solutions are being worked out for that. Companies such as Gravitas are working with Cable operators vigorously to better program and highlight various categories of cinema, making it easier for audiences to find what they might be looking for. Comcast debuted a VOD search feature that imitates Google’s, and this will help in time: http://www.multichannel.com/article/459677-Comcast_Debuts_VOD_Sear

Verizon introduced Flex view to help consumers manage content on all their devices and all the players involved in digital are competing with each other to get as much good content to consumers in the most useful and user-friendly way to grow that market further, so whilst the space gets more glutted, there are more solutions in play to manage the paradox of choice a bit better and that’s why it’s imperative that filmmakers get engaged with their own success more and more, and sooner and sooner. Lastly, these days, aggregators such as Cinetic and many distributors openly rely on filmmakers to do a lot of their own community building and marketing so if you are already doing the work, you might as well keep your rights.

Again, we do sales ourselves, we know there is still value in that, but we implore you filmmakers to do the research before you give up the rights and before you just forge forward trying to figure out which market to attend or having organizations like us do that for you, for many many films, there is no market you can attend that will be worth your while. Create your own market that will pay off in the long run.

Orly Ravid November 11th, 2010

Posted In: Digital Distribution, Distribution Platforms, DIY, International Sales, Long Tail & Glut of Content

Guest post by Sheri Candler, courtesy of Ted Hope’s Truly Free Film.

We ran part one highlighting the problem. Today, Sheri points to how distributors will benefit financially from the new model.

It may be that while you are in audience building mode, you will be spending more than making to develop a truly exceptional experience for your community. If you start this now before your entire business collapses, you will fare better.

-Create an online experience that makes the lives of your community better, easier, richer and be the number 1 site they visit for news, information, resources and community tailored to what interests them.

-Fill the vacuum of the lack of curation. People are confused by where to find things they like and overwhelmed by the choice. In a sea of content, be their favored destination. In this way, you can take on the likes of Netflix, a company that offers a huge range that makes finding content specific to personal interests nearly impossible because they don’t intimately know who their customers are. You will know this.

-Lock in the community by maintaining a dialog that will turn their initial attention into a revenue stream for your brand. A subscription model is what you should aspire to, but you cannot rush to that without first showing what you have to offer and reeling them in. First offer the ability to sample, share and then buy.

-Innovate in the online experiences you build to keep the community engaged and interested in making the circle bigger for you and for them. Incentivize those who are the most active at enlarging the community. Take the money you would have spent on outside marketers and use it to think of interesting incentives for your tribe.

I fear the problem for all of you will be waiting to see if another business model becomes successful before you decide to reinvent your own. This is extremely detrimental because waiting only results in being that much further behind. The first ones to embrace a new model win. It is why Netflix beat out Blockbuster. By the time Blockbuster conceded the model Netflix forged was legitimate, they could never catch up. Entrenched companies usually misjudge the speed with which change happens. Now is the time.

Sheri Candler is an inbound marketing strategist who helps independent filmmakers build identities for themselves and their films. Through the use of online tools such as social networking, podcasts, blogs, online media publications and radio, she assists filmmakers in building an engaged and robust online community for their work that can be used to monetize effectively.

She can be found online at www.shericandler.com, on Twitter @shericandler and on Facebook at Sheri Candler Marketing and Publicity.

Orly Ravid October 12th, 2010

Posted In: Distribution Platforms, DIY, Uncategorized

Tags: community building, film distribution, independent film, Sheri Candler, subscription models

We have been slowly communicating about our GLOBAL SHORTS INITIATIVE. There are companies such as Ouat Media and Shorts International and consultants whose business it is to focus on short films. When shorts filmmakers approach us we do the best we can to educate them about any deals they’ve been presented with and otherwise we refer them onward to shorts specialists. We at The Film Collaborative focus on shorts to the extent that certain niches that fulfill our mission but leave much of the more commercial work to the shorts experts. We are fulfilling our mission of serving under-served audiences and of helping filmmakers not get screwed. We also encourage filmmakers to organize and aggregate themselves and follow our example if one wishes.

We do have a GLOBAL SHORTS INITIATIVE and it starts with an LGBT program. Here is how it works:

1. It’s non-exclusive and we do not take rights, as you all know by now.
We’re also the most transparent distributor I know of. Wait till we start publishing numbers and posting a graph on our site about revenues and allocations, with filmmakers permission only though of course.

2. First window of the Global Shorts Initiative is a 6-month exclusive window with our mobile / IFOD partner BABELGUM

Babelgum. The revenue is via an ad-supported model (ad and sponsor driven). Babelgum has been a great platform for some of the films we have worked with. They pay 50% of net revenues (very modest expenses and capped) and we will take a 15% fee for marketing and putting this together. Festivals are not a factor in the exclusivity and we are timing everything to accord with each filmmaker’s overall distribution strategy. Lastly, Geo-Filtering is possible if necessary except for in US. This will start end of this year / beginning of next (we are just coordinating festival windows for our filmmakers)

3. Then we are doing a few other components all at once (May 2011):

An iPhone App. It will be worldwide to the extent that iTunes is. If a short film needs to be geo-filtered it can be. The App will be free. Each short can be priced at say $1.99 (less or more if a filmmaker wants that). We receive 55% of the gross revenues (after Apple and the developer take their fees). We are taking a maximum of 10% of this revenue and that is to cover our time in servicing this and marketing too (5% Fee & 5% max for marketing).

We will also have an HD-Rental Channel on YOUTUBE and the details of that will be resolved soon but filmmakers can select their own pricing.

4. DVD release in US & Canada through our esteemed home video (till its dead) partner First Run Features . As is quite typical, they will remit 25% of the Gross revenues to the filmmakers on a pro-rated basis, no deductions. The DVD would be made available on Netflix and Amazon etc.

5. We do not compete with Ouat Media or Shorts International or anyone else for that matter, meaning other companies license shorts to television stations in Europe and to airlines and we do not do any of that and do not intend to. We do recommend one get several references before signing with any shorts distributor.

The initiative however is meant to be a supplement to anything one may doing with your short yourself or via another company. There are fewer buyers buying shorts (though we also for free connect shorts filmmakers to our buyers who do buy shorts) and for the ones that are, the revenues seem to be fewer than once was the case. We are doing the best we can to offer a supplementary solution at least for some.

We are doing what we can to support shorts filmmakers and enhance their opportunities to connect with audiences and of course to recoup their investments. We’ll keep everyone posted on the success of this initiative. Our newsletter has showcased most of the films that will be part of the initial initiative launch.

We are thrilled to have added Kim Adelman to our our Advisory Board so we can be sure to be doing this rights, and of course we invite feedback from all.

Kim Adelman is the author of Making it Big in Shorts: The Ultimate Filmmaker’s Guide to Short Films, the 2nd edition of was published July 2009. She also reports on short films for indieWIRE and co-programs the American Cinematheque’s Focus on Female Directors screening series. Ms. Adelman currently teaches Making and Marketing the Short Film and Low Budget Filmmaking at UCLA Extension and has conducted short filmmaking workshops throughout the United States, Canada, New Zealand. She also produced 14 DVD compilations of short films released by Warner Home Video under the series titles Short 1 – 11 and International Release 1 -3. Previously, Ms. Adelman launched the Fox Movie Channel’s short film program. The 19 short films she produced for Fox won 30+ awards and played over 150 film festivals worldwide, including the Sundance Film Festival four years in a row.

Stay tuned folks!

Orly Ravid September 27th, 2010

Posted In: Digital Distribution, DIY, SHORT FILMS, Uncategorized

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The New Independent Film Distributors’ Business Model Pt 2

GLOBAL SHORTS INITIATIVE / What to do for shorts!