Do We Need Distributors? (Movie Distribution, Part 4)

[Note: It has been quite awhile since I started the movie distribution series. Please go back and re-read parts 1-3 to refresh your memory.]

In part 3, I explained why independent filmmakers don't need a distributor. I showed that self-distribution is a valid option. However, this time, I'm going to explain why filmmakers do need a distributor.

Huh?

The Limits of Self-Distribution
As we saw earlier, many options abound for Christian movie distribution. Independent filmmakers can pursue many of these options on their own. You can sell at your own website, sell via download stores, and even connect with a small handful of retailers without the help of a distributor.

But self-distribution only goes so far.

The plain and simple truth is that you can't get into christianbook.com without the help of an established distributor. You can't convince Family Christian Stores to stock your film unless a distributor is involved.

In short, you need a distributor if you want to reach the Christian retail market.

End of story. Case closed.

Why do we still need Christian retailers?
As I said in part 3, the Christian retail market has over 8000 stores and millions of dollars in buying power. It's still a valuable market that should be included in your overall marketing plans.

On the consumer end, there is an increasing demand for more family-friendly, God-honoring films. The Christian DVD industry is growing rapidly. Christian retailers reported DVD sales increases of 15% to 80% in 2007.[1] Christian retailers are asking for more films to meet demand.

Retailers want your films – but they don't want to work with you.

Here's why. Christian retailers have to stock thousands of products. Christianbook.com alone has over 234,000 products! Many of those products are books from established publishers. However, there are many self-published authors, independent filmmakers, and musicians who have their products at Christianbook.com. Perhaps 10,000 or more!

If you were a Christian retailer, would you want to establish and maintain a business relationship with 10,000 + individuals who might have one film, one CD, or one book for you to sell? I sure wouldn't, and neither does CBD. That's why it makes sense for retailers to only sell products from established publishers and distributors. It's much easier to work with a few hundred companies that provide dozens of products each. Doesn't that make sense? (I can assure you that those 10,000 + independent authors and filmmakers didn't get in without help from a distributor.)

So two things should be clear at this point:

1) We want Christian retailers to sell our films.
2) We need a distributor to reach Christian retailers.

It's for the above reasons that I founded SEM Distribution. We're here to meet this need. But by now some may be wondering how we can offer distribution help without falling into the pitfall of exclusive DVD distribution deals.

Good question.

I'll address that issue in part 5. Stay tuned!

[1] Source: Christian Retailing magazine, August 20, 2007 issue, “Family-friendly films welcomed as growth category.”