Distribution in an Age of Independence (Movie Distribution, Part 3)

In Part 2, we looked at the way movie distribution used to work. A filmmaker's only viable option was to sign an exclusive distribution deal with a major corporation. That option certainly still exists, but new options abound.

We all know that the Internet has changed life as it once was. Today, many businesses are built entirely upon the web, and just about every other business is impacted by the Internet in at least some way.

The movie industry is no exception.

The web has opened up a whole new world for filmmakers - especially independent filmmakers. It is now possible for filmmakers to effectively self-distribute without any help from a distributor.

A savvy filmmaker can...

1) Handle his own marketing
2) Sell DVDs at his own website
3) Approach ministries for partnership deals
4) Sell DVDs through a few online retailers that work directly with filmmakers
5) Sell his films through download sites like Glarity and Behemoth.com

Advent Film Group thrives on this model of self-distribution. This model is very lucrative for Christian filmmakers, and it will become even more lucrative in the future, as The Grid becomes more readily available and video downloads become the new standard. I can imagine a day when consumers will no longer buy movies on DVD, but instead opt for downloading Hi-Def videos to a home computer or TV.

Essential Aspects of Filmmaking
Even with all the potential for self-distribution now and in the future, many filmmakers will not jump at the chance to do it alone. Why? Well I'm going to have to go a little off topic at this point to talk about the basic aspects of filmmaking. I can see essentially four basic aspects to filmmaking:

1) Theological (e.g. biblical worldview)
2) Creative (e.g. the story and script)
3) Technical (e.g. lighting, etc.)
4) Business (e.g. marketing and distribution)

Hollywood is so successful because they have mastered #3 and 4. Sometimes they excel in #2, but usually they just take proven story formulas and try to tell the same stories a thousand different ways.

Most of the Christian filmmakers I know are really proficient in #1 and 2 or 1 and 3. Sometimes 1-3. Very few have mastered the business side of filmmaking (#4). This is why many films flop. You may have an excellent, creative, God-honoring film on your hands, but neglect the business aspect and you'll likely end up losing money. (unless, of course, you didn't spend any money)

The Typical Filmmaker
So what's a filmmaker to do? I understand that many filmmakers are "creative types". They are enamored by the moviemaking process. They love to develop new story ideas and write screenplays. They enjoy creating the right mood for each scene in the film. Editing may be the favorite part of the filmmaking process, because that's the part where all the piece of the film "come together" to form that final glorious masterpiece. Other filmmakers are "techies". They excel at the technical aspects of filmmaking and really know how to make a film that looks good.

All this is very well and good. There's nothing wrong with being a creative type or techie. You need those skills to make a good film. However, filmmakers are usually not business types. This means that they don't care much for marketing and distribution. The typical filmmaker would much rather focus on making films and leave that "marketing stuff" to someone else. You can see why this causes a problem for filmmakers. A very creative filmmaker might produce a very good film, but if he doesn't plan a solid marketing strategy, his film may be bound for commercial disaster.

If any of this describes you, you may want to seriously consider finding a distributor to handle marketing and distribution for you.

What if you excel in all four aspects?

The Ideal Filmmaker
While I'm sure that many filmmakers don't fit into this category, there are a select few who excel in all four aspects of filmmaking. I'm thinking mainly of Ken Carpenter and George Escobar.

Filmmakers like them may not see any need for a distributor. At the beginning of this post, I explained how the "ideal filmmaker" can succeed commercially without any help from a distributor. However, there's one important avenue for distribution that filmmakers cannot tap into unless they are assisted by a well-connected distributor.

What is that vital market?

Christian retail.

But wait a minute! Who needs Christian retailers when you have all these self-distribution options? Does Christian retail even matter anymore?

Indeed it does. It's a huge market with over 8000 stores and millions of dollars in buying power. In part 4, I'll explain why smart Christian filmmakers should seek to include Christian retailers in their overall marketing and distribution plans. Also, we'll learn why a well-connected distributor is essential to penetrate this vital market.

There's more to come. Much more!