Independent Distribution from the 'Raindance' Perspective:

http://www.raindance.org/self-distribution-for-filmmakers/

Grove, E. (n.d.). Self Distribution For Filmmakers. Retrieved February 9, 2015, from http://www.raindance.org/self-distribution-for-filmmakers/

Raindance.org is the official website for the film festival itself, which largely comprises independent and more cutting-edge, low budget films that are not necessarily in the main stream.  It is a great hub of information within the film industry providing a variety of resources and tips that will serve aspiring independent filmmakers fairly well within their careers.  This particular article on self distribution for independent filmmakers, written by Elliot Grove, is as haphazard as it is genius.  The writer, Elliot Grove, is a veteran in the industry with 155 film  productions under his belt as well as three books regarding the film distribution industry in a holistic sense.  In the article, Grove promotes the process of self distribution for filmmakers by providing certain successful case studies of independent films that made it 'big.'

Important Quotes Explained...

1. "The beauty of self-distribution is that you cut out the middleman - the much loathed and feared distributor. These days it doesn't mean that you have to do all the work yourself. You can hire publicists, theatre bookers and so on. But it does mean that you have to do more work."
• This interesting quote addresses both the bright and dark sides associated with alternative self distribution.  Although this plan may eliminate the scariest aspect of the film production process, it also means that the entire role of distributor is up to you.  This is a very lofty task that many aspiring filmmakers can't carry out without the help of a production, marketing and distribution team also behind the project.
2. "With their hopes for conventional movie deals increasingly dead on arrival, more and more indie filmmakers are opting for a do-it-yourself model: self-distribution, once the route of the desperate, reckless or defiant, has become an increasingly attractive option for movies otherwise deprived of theatrical exhibition."
• Elliot Grove provides excellent insight into the world of independent film, where self-distribution is a trending phenomenon.  Quite frankly, with the competition for big distribution companies' backing so high in the film industry, many filmmakers are defying the conventional process within the business.  They are tired of their film not being given the attention and exposure that it deserves, and somehow feel that only they will do their own motion picture justice because all the main players in the industry are solely focused on big revenue.  Perhaps this is why self/alternative distribution has become so popular in modern generations, along with new tools that make downloadable and streaming film content so instantaneous and easy.
3. "At this year's film festival several so-called acquisition executives representing different websites waved a internet distribution deal at filmmakers. Amazingly, this 'deal' from so-called 'acquisition executives' offers little or no money up front, and generally handcuffs the film to the website even to the point of not allowing festival screenings or being attached to compilation DVD's. I can't think of a worse position to place yourself in, especially since promised revenue streams are always net of the website's distribution expenses."
• This is definitely a red flag for filmmakers who believe they 'made it big' once their film is set to be distributed through 'sketchy' internet streaming services.  However, if they only read the fine print, they would realize that this may very well be the devil's deal for anybody attempting to keep autonomy over their project while also making profit.  In many cases, Mr. Grove is attempting to give a heads-up to people who could potentially make this mistake while simultaneously subliminally promoting his own film festival, "Raindance", as the way to go...Biased much?  Then again, this article does come from Raindance Film Festival's website, so the bias is not without cause.

To keep it simple...

Here is a brief description of five recently produced independent films that proved to be 'successful' using the alternative distribution model.

• "Bottle Shock"
• played at sundance film festival; featuring big name actors such as Bill Pullman and Alan Rickman (yep...that is Severus Snape)
• director came with experience and a critically acclaimed short film
• film could not find any backing among established distribution companies
• director took a 'maverick route': self distributed the film within one week in twelve cities...
• inspired other indie film works to follow the same model (ex: 'Ballast', 'Wicked Lake', 'The Singing Revolution', 'Last Stop for Paul')
• "HoneyDripper"
• directed by Mr. Sayles and Ms. Renzi , an established duo in the independent film business (16 features in 27 years)
• virtually all black cast; starring Danny Glover, who is a big name in the motion picture industry
• set in an Alabama juke box joint circa the past, using marketing methods to promote the work that are extremely modern! (juxtaposition between the old and the new...attracts viewers)
• ex: digital projection, blues bars, college aged audience targeting methods, the internet, underserved movie houses, etc.
• "Four Eyed Monsters"
• made on a 'shoestring' budget
• amazed audiences by capturing more views through online distribution than many featured blockbusters do
• considered to be the most successful self distributed film of all time.

So as you can see, the ingredients in producing a self distributed film are tricky because, in some cases, they defy the conventional rules within the cutthroat business of film.  Afterall, one of the most successful films to come through Raindance was "Jesus Christ Vampire Hunter", a raucous and rowdy 'comedy-horror-adventure-mustical' made on an extremely stingy budget.  Sometimes, success in independent film requires the director to not take himself so seriously, and merely rely on intuition and innovation.  As "Cluetrain Manifesto" would have it, producing a successfully self-distributed film requires the right combination of integrity and originality.

 "Tell us some good stories and capture our interest. Don’t talk to us like you’ve forgotten how to speak. Don’t make us feel small, remind us to be larger. Get a little of that human touch.”  - The Cluetrain Manifesto.

"So there you have it. There are no rules. It's a nascent opportunity.  Make a film. Understand the process. Get a bit of seed marketing money. Roll up your sleeves. Launch your career."  -Elliot Grove

It's as easy as it sounds! Or is it really? Stay tuned for the next posting which will review the production and distribution process behind the independent film, "Four Eyed Monsters."  It is safe to say we might all be curious what tools this self distributed film utilized on the road to becoming the most successful of its kind...Until next time.