When we set out to produce our own films through Bardya Pictures, we were determined to pour everything we had into making the project as great as it could be. We went through so many struggles and overcame so many obstacles that when we finished our first film, it felt like we’d accomplished something incredible.
But in many ways, completing that project was the beginning of the journey. We were now facing the critical phase of distribution. Unlike studio films, we had no guaranteed distribution channels. Just like in making our film, we had to create and follow our own road map. Here are some of the things we learned during that process that hopefully will benefit you if you’re facing a similar challenge as an independent filmmaker. Understanding Your Distribution Goals Before solidifying your distribution plan, it’s a good idea to define what success would look like for you. Are you set on securing a wide release, or are you trying to attract attention from larger studios in the hopes of maybe signing future deals? Are you going after a specific target audience? Your distribution strategy will largely depend on these goals. No matter what your goals are, it’s always wise to do whatever you can to build a buzz around your project. You should absolutely submit your films to major festivals, as well as genre-specific festivals that would fit your project. Even the smaller festivals often lead to ideal networking opportunities that could translate into distribution deals. You should also leverage the full strength of your social media channels. The people who care you about the most will be your most effective channels for publicity. Make sure they know how much you need them to share the fruits of your labour with their networks. Take steps to prolong and improve your engagement techniques with strategies like behind-the-scenes content, regular updates and Q&A sessions. Make your network a part of your journey! Press Kits and Marketing Materials Every film should have a press kit that includes a synopsis of the film, a director’s statement, high-quality production stills and bios of key cast and crew. Check out some examples of great press kits and find a format that suits you. Take your time with this - a polished and professional press kit will do wonders in setting your film apart with distributors. Be prepared to bring your kit to industry events and film markets like AFM or Cannes. This is where relationships become vital. Spent time nurturing relationships with people in key decision-making positions - these are the door-openers that you’ll need to stand out among the hundreds of other hopefuls. Get to know sales agents and producer’s reps, but be aware that many of them charge fees or commissions. These can certainly be worth it if you’re new to the industry. Once you do have the ear of a distributor, it’s vital that you understand every aspect of the proposed deal. Secure an entertainment lawyer and go over all the terms covering rights, territories and length of agreement. Get ready to negotiate items like upfront payments and revenue sharing. If, like most films, traditional distribution routes don’t become available, have a plan for self-distribution via streaming services. You may have to spend more of your own money on marketing and distribution, but you do have much greater control and, of course, a much higher percentage of the profits. Once your film is out there, the marketing work must kick into full gear. Ramp up the engagement with your audience, attend lots of screenings and try to set up as many interviews as you can with traditional press, podcasts, radio and online channels. The audience you build for your first film should become the base of support for all your future projects. Many filmmakers find that the distribution aspect of filmmaking is just as challenging as making the film itself, if not more so. It requires the same amount of persistence, creativity, and a willingness to adapt to changing landscapes. It also requires a thorough plan, just like your film. I hope this breakdown will help you take steps toward making your own plan and securing distribution for your dream project. Comments are closed.
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AuthorBardya Ziaian is a Toronto-based business executive, film producer, actor, and entrepreneur with specific expertise in the areas of Fintech, brokerage services, and financial systems. Archives
February 2023
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