Direct or alternative distribution...that is the question

http://nofilmschool.com/2013/09/direct-distribution-roundup-whos-todays-digital-tools

Van Hove, M. (2013, September 23). Direct Distribution & Marketing Roundup: A Who's Who of Today's Digital Tools. Retrieved November 28, 2014, from http://nofilmschool.com/2013/09/direct-distribution-roundup-whos-todays-digital-tools


      Welcome back to Film...as we know it!  In the last blog posting, the 6 myths of the film industry were uncovered and set straight, along with accurate information regarding the important truths of marketing and distributing that go hand in hand with filmmaking.  In this blog posting, the cutting edge practice of direct distributing will be discussed, along with descriptions of today's most innovative digital tools for filmmakers who intend to make it big using the alternative route.

       "No film school" is a state of the art blog for aspiring filmmakers, which provides tutorials, interviews, short films, and gear news for all who wish to learn about the awe-inspiring film industry.  This website goes beyond typical social media in the sense that it not only connects billions of people around the world, but it offers thousands of resources with the newest information regarding anything and everything that is going on in film.  It is shocking how informative and interactive this website is, with such diverse sources of film-making knowledge that are easy to access and understand, even for the most basic of film enthusiasts.

       This particular article, titled "Direct Distribution & Marketing Roundup: A Who's Who of Today's Digital Tools", does exactly as the title claims.  It encompasses a brief list of today's most innovative and productive digital tools for aspiring filmmakers who wish to achieve success on their own terms.  The term direct distribution, also called self or alternative-distribution, is the underdog form of film distribution that is increasingly becoming more popular among a budding culture of potential filmmakers.  As it becomes more difficult to achieve the backing of a legitimate distribution company, rebellious filmmakers are deciding to take matters into their own hands and take on the role of marketer and distributor, in addition to filmmaker.  Likewise, owners of improving software have seen this trend and used it as an opportunity to create new digital tools with state of the art technologies that allow filmmakers to pursue direct distribution in an easy, efficient manner.

Quotes and Explanations

• "Whatever you choose to call it: self distribution, direct distribution, or as some prefer "alternative-distribution" -- the tools are out there for filmmakers to publish their work and get paid for it."
• Regardless of what you want to call it, it is widely acknowledged that direct distribution is a quickly growing tool for filmmakers to publicize their own work without the pressure of selling out to top-notch distribution moguls only focusing on the "mula" (money).
• "It's not a fast track to success and will likely require the full breadth of your attention to make it work, but it is quickly becoming the most viable way for filmmakers to carve out a market for themselves in this industry. "
• Just because you take the leap and decide to self-promote and self-distribute does not necessarily mean you will automatically achieve a successful film project.  As was said in the last blog posting, only a slim number out of the thousands of films that are made each year find considerable profit using this grassroots approach.  Even so, it is worth the try, and if it winds up proving lucrative, you have none other to thank but yourself.
• "Your film won’t become a huge success overnight, and you do have to put the work in to spread the word about your project via the social media platforms – but with the right amount of effort, even without a distributor, if your film reaches the right audience, it could reap rewards. "
• Making a successful film is a long journey that requires a keen balance between artistic expression and pure business. It is not an overnight process, but effort is everything.  More importantly, a filmmaker must be aware of their target audience, and do whatever possible to reel in these specific viewers and hook them on their film.  This is possible without the aid of a distributor, as long as the filmmaker is able to persevere.
• "What's more fun than having your own screenings, reaching out to filmmakers and doing a little revenue sharing? ...this is a model for the future as independent filmmakers transition into a lifestyle more akin to a band: touring your film around and creating smaller, more contextualized events and communities around your work."
• A new age of rock and roll rebelliousness is dawning in the film industry...and this is not necessarily a bad thing.  On the contrary, it is possible that this new found independence among directors will prompt a more inspired, less generic influx of innovative films that inspire audiences, regardless of the size, for the right reasons.
• "As said in a recent interview with Nandon Rao, Simple Machine's founder, "curation is everything," and it seems more now than ever finding and growing your niche market is what will be the key to being able to viably continue making films."
• Originality is an essential component to good filmmaking, and as filmmakers take the matters of distribution into their own hands, they no longer feel the pressure to sell out.  Each movie that is made will not appeal to all audiences, considering that diversity is everywhere and everyone has their own taste.  With that in mind, it is key that a filmmaker targets a niche market, or a specific audience, if they wish to have grassroots success.  And who knows?  Sometimes, a grassroots approach winds up becoming the next big thing. 

To keep it simple...

Here is a list, in alphabetical order, of the most popular tools of self-distribution that aspiring filmmakers are using today, along with a brief description of their defining characteristics.

1. assemble
• web tools and designs specifically for production, development, and distribution
• monthly fees as well as optional design fees
• interactive forums (mainly emails) to bounce ideas off of and improve
• "team" mantra
• "It is clever software that creates and manages your web-presence, gathers and tracks your audience and provides a sales mechanisms to sell your film and related products." --Cheri Candler (regarding Assemble)
2. BitTorrent bundles
• peer to peer distribution protocol
• over 170 million existing market endeavors
• relatively no fees
• extremely forward-thinking/innovative company
3. Bond360
• initiated by Marc Schiller's marketing PR firm
• filmmakers retain copyrights
• emphasis on audience building before film release
4. Chill
• emphasis on collecting analytical info about audiences
• utilizes social media to source and grow an audience
5. Createspace
• Amazon's direct distribution platform
• 50% profit rake
6. Digital Film Cloud Network
• dubbed the "match.com" of the movie industry
• helps filmmakers connect to distributors, marketers, producers, networks, etc.; allows for direct negotiation with filmmakers
7. Distribber
• flat annual service fee; the goal is to make this money back (profit after investment)
• filmmakers can keep their rights and track their sales
8. Distrify
• monthly fees, but no upfront costs!
• powerful, intuitive, and affordable tools for success
• useful tool for reaching an audience
9. Fandor
• subscriptions starting at 10$/months, streaming for independent films
• submissions only
• dubbed as an up and coming platform in the direct distribution market
10. Filmbay
• independent content's global distribution platform
• non-exclusive (no set up fees)
• filmmakers keep up to 95% of their profits
• complicated platform that focuses on filmmaking as well as marketing and distribution
11. Gumroad
• rich and analytic
• clean and straightforward website
• not limited to selling films or video content
• used by celebrities such as Eminem and Bon Jovi
12. IndieFlix
• dubbed the Netflix of indie movies
• non-exclusive
• more welcoming, open version of Netflix (very liberal and independent)
• impassioned members devoted to independent films
13. NoBudge
• submission fees, rough cut submission for feedback fee
• niche-community built in
• Kentucker Audley is the film showcaser and curator
• non exclusive, and noted for content and creativity
14. Pivotshare
• 30% profit rake
• no start-up fees, no monthly fees
• ability to split up revenue among a team
• considered one of 'the first' direct distribution sites; established in 2010
15. Quiver
• Distribution service to Hulu, iTunes, Amazon, Google Play, Sony Playstation Network and Hoopla; delivers quality-controlled content
16. Reelhouse
• partnered with sundance festival
• 6% transaction fee; no exclusivity
• "overarching library and aesthetics"
• resources for filmmakers in funding, marketing, and distribution
17. Seed&Spark
• mantra of content curation, crowd funding, and distribution
• dubbed as an 'all in one' for filmmakers
18. Simple Machine
• anyone can be a part of it (download a film, be a venue, etc.)
• service focused platform
• revolutionary in direct distribution
19. Topspin
• targeting the "indie" filmmakers
• different levels of accounts, mass emails at different sizes
• "punk rock" vibe and attitude
20. Veam
• way to put films into an app store or google play market (android and IOS)
21. VHX.TV
• non exclusive website domain
• distribution channel without upfront costs
22. Vimeo on Demand
• built in community of videographers and filmmakers
• fee of $200/year for a pro account
• advanced analytics
• up and coming more flexible and dynamic price range
23. Yekra

• substantial financial backing
• invite only channel
• not ad supported

      







It is easy to see that trends in direct distribution are continuing to grow alongside the web tools that give easy access for aspiring filmmakers to self distribute.  One question remains.  Will this form of alternative distribution ultimately yield so much success, that it may become the norm?  Afterall, modern technologies and business within the film industry evolve so rapidly that who knows...

       Stay tuned for my next blog posting where I will gather in depth insight as to what a "niche audience" truly is.  More importantly, what is the result of these new technologies that provide direct distribution to target audiences.  How will this affect the larger, more established distribution and marketing firms?...until next time.

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