A New Narrative for Indie Film Distribution

A New Narrative for Indie Film Distribution

A New Narrative for Indie Film Distribution

Jeff Deverett
Jeff Deverett
2 years ago

I am a Distributor turned Filmmaker. I have a finance degree and a law degree and I spent the first 22 years of my film career in Distribution. Then I got the bug to become creative. I have since made and successfully self-distributed 7 feature films, 3 of which streamed on Netflix worldwide (FULL OUT / FULL OUT 2 - YOU GOT THIS! / KISS & CRY).

I provide consulting services to hundreds of indie filmmakers and the initial conversation usually goes like this:

Jeff to Filmmaker: “You need to think about distribution BEFORE you make your movie because it could affect the style of movie that you make.”

Filmmaker to Jeff: “First I need to focus on making a great movie and then I’ll worry about distribution.”

Jeff: “But what if you don’t get distribution?”

Filmmaker: “Haha, don’t worry, I’ll get distribution.”

Jeff: “I’m telling you, it’s not as easy as you may think to get distribution.”

Filmmaker: “Hey, I’m an artist. Let me do what I do best and that’s make a great movie. Then some business person will figure out how to get it distributed.”

A New Narrative for Indie Film Distribution

Poster for "Full Out", a film I produced that streamed on Netflix

As Albert Einstein is credited with saying, “The definition of insanity is doing the same thing over and over again and expecting a different result”.

Indie Filmmakers continually expect that their films will get distributed. But yet how many indie films actually get a proper distribution and marketing campaign? How many indie films get a real theatrical release? How many indie films get on a big Subscription Streaming platform like Netflix? How many indie films make money? The truth is, not many.

Yet indie filmmakers continue to do the same thing over and over again. They put all of their time, energy, and resources into MAKING their movie and they leave nothing in the kitty for distribution and marketing. They assume (or hope) that a big Distributor will miraculously acquire their movie and spend lots of money marketing it. WRONG. That’s not the way it works anymore. Gone are the days that Filmmakers can expect their films to get distributed. Gone are the days that Distributors will spend lots of money marketing indie movies.

It’s Time to Change the Narrative for Indie Film Distribution

Instead of first making a movie and then hoping for distribution, the new narrative is reversed. BEFORE you make your movie, plan out your distribution and marketing strategy.

Identify who your niche target audience will be. Plan for how you will create awareness with this niche audience. Figure out where you will send this niche audience to watch your movie.

And finally, consider whether or not the audience will be willing to pay for it. This is called marketing. Executing an effective marketing campaign is as important as making a great movie. And I repeat; do this BEFORE you make your movie. If you wait until after the movie is made, it might be too late to figure it out.

A New Narrative for Indie Film Distribution

Poster for "Full Out 2: You Got This", a film I directed & produced that is now streaming on Netflix

Most importantly, tuck away funds for marketing. Whether it be for print, TV, or social media, it costs money to create awareness with audiences. You cannot expect marketing to happen on its own. The big Studios spend as much on marketing as they do on production. Perhaps indie filmmakers should learn from that.

Even if you are lucky enough to get a good distributor for your movie, you as the filmmaker need to support your distribution partner in their marketing efforts. Remember, this is your baby, not theirs. You need to be involved in helping to create as much audience awareness and “word of mouth” as possible. I know, “You’re an artist who makes movies; you don’t do marketing.” Well, guess what, if you want your film to be successful you better help in the marketing of it.

The Indie Film distribution landscape changed a decade ago but indie filmmakers weren’t paying attention. They kept doing the same thing over and over; spending all of their time and money on trying to make a great movie and expecting that their films would get distributed & marketed. But that formula no longer works. You cannot take for granted that you will get distribution.

It’s now time for the insanity to stop and for a new narrative to take charge; Filmmakers have to think about distribution & marketing BEFORE they think about production.

Let's hear your thoughts in the comments below!

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About the Author

Jeff Deverett

Jeff Deverett

Director, Distributor, Producer, Screenwriter

1. Producer/Writer/Director – FULL OUT 2 – YOU GOT THIS! – feature film, 2020 2. Producer/Writer/Director – ISM – feature film, 2018 3. Producer & Exec Prod. – THE SAMUEL PROJECT – feature film, 2017 4. Producer & Exec Prod. – KISS & CRY – feature film, 2016 5. Producer & Exec Prod. – FULL OUT –...

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12 Comments on Jeff's Article

Rowan Morrigan
Director, Editor, Producer, Visual Effects Artist
I think these are wise words to consider. I feel an ambivalence because artists should make the art that motivates them to create. Once they start gearing their output to audience expectations rather than for their own expression then I think something gets lost. I get that there's the business of filmmaking (I'm a producer) but if you just do what you think will sell, is that motivating for you?
2 years ago
Geoff Hall
Screenwriter, Director, Producer
I agree, Rowan. If we start the process of looking what the market is for our film and then make the film, the market will have shifted by the time we get to release. I think it’s better to know what kind of film you are making, the story you are telling and look to where the market for it is. Just my two cents worth.
a year ago
Geoffrey Alexander
Screenwriter, Digital Imaging Technician, Videographer
That's the key. " if you just do what you think will sell, is that motivating for you?" Ask van Gogh (did he become known through sheer merit or did ten years of expensive marketing have something to do with it?).
2 years ago
Geoffrey Alexander
Screenwriter, Digital Imaging Technician, Videographer
Yep. Every week lorries pull up outside huge depositories and tons of films, CDs, books, lyrics and other creative works are carried in by teams of workers. There they sit, gathering dust. Much of it is very good. Maybe we need to hype up the role of "M.E.D.S." Marketing, Exhibition Distribution and Sales. If as many graduates pursued such careers as currently chase creativity we might have fewer 'starvng artists' and at the same time more satisfied audiences, niche markets and underground cult followings. Does that make sense?
2 years ago
Raymond Zachariasse
Author, Graphic Designer, Illustrator, Publisher, Screenwriter, Producer, Production Assistant
I agree, but I know why filmmakers want to create the movie first: it's what they do best. If I look at myself, I can draw, write, and produce, but I really suck at marketing and getting funding. It's actually a thing I hate. I love bread, but if I also need to make my own bread things will be totally different. Yes, we should be promoting our babies, but everyone has a specialty. So, I think most Indies create movies NOT for Netflix, but for their own - hopefully - extended network and the movie itself. If I look at Netflix I know what kind of movies they want, but it's not what I want to write. So, I am left with the choice of writing something I like or focus on my other job and just forgetting the movies. I think most indies think like that.
2 years ago
Laura La Monaco
Producer, Actor, Voice Actor, Screenwriter
Would you be open to talking with someone who is trying to figure out being or having a distribution company?
2 years ago
Eileen Alden
Screenwriter
Totally agree 100%! The challenge of getting the first film I directed distributed after it was made was a huge learning experience, lots of great lessons I've taken away, even as a writer/director. There's a lens you can use to look at a film artistically. And there's another lens you can use to look at it as a product. Especially if you have investors supporting the film, you really need to look through the product lens early and figure out your sales strategy from the start. The other thing I think that gets missed about distribution is building relationships. Ideally, you'll be coming back with more movies to sell down the road, so if you have a good track record and a good relationship, and distributors have a good experience working with you, you'll be in a much better position to to pitch the next film.
2 years ago
Maurice Vaughan
Screenwriter
Great point about building relationships, Eileen. Building relationships is crucial in all areas of the industry.
2 years ago
OK, I understand the idea, but what if we have no clue about distribution? How can we think of something that we have no clue about?
2 years ago
Ashley Smith 23
Creative Executive, Script Consultant, Producer
Hi Tina, In addition to the education resource that Maurice shared with you, Stage 32 also has an entire lounge dedicated to learning more about Distribution. You can ask questions, network with experienced distributors who can provide insight, and join in on conversations to learn more. You can find the lounge here: https://www.stage32.com/lounge/distribution
2 years ago
Maurice Vaughan
Screenwriter
Stage 32 has Distribution Education, Tina: www.stage32.com/education/tag/packaging-and-distribution
2 years ago
Stephen Folker
Director, Cinematographer, Screenwriter, Editor, Gaffer/Lighting Technician
Thanks for sharing. Distribution methods greatly vary depending on one's film budget to begin with. If you're a micro budget filmmaker with no 'name cast', it's really not difficult to get on smaller streaming sites without a middle man. The big issue is, finding honest distributors that don't have unaccounted for expenses and marketing fees.
2 years ago
P.G. Sundling
Screenwriter
ScreenwringU says start with the pitch. For novelists, marketing is inescapable. A publisher won't do it for you with rare exceptions. This advice is true of all creative fields and will be more important over time as technology and ever larger rates of content production make monetization ever more difficult.
2 years ago
Kevin Jackson
Animator, Director, Screenwriter
Fantastic post. I feel like I have seen a webinar or podcast with you saying this same thing and it transformed how I thought about my writing and why I have started paying attention to OWA's more as well as looking at spaces other than Netflix. Been asking myself, is the movie I have written or am writing, better off for BET+ or Lifetime Movies instead. That has made me want to start studying the content on those platforms to ensure I am writing a good fit. I hope that line of thinking is inline with what you hoped we would take away from this blog post.
2 years ago
Allison Johnson
Screenwriter, Director, Actor, Dancer, Singer
Thanks for the article Jeff. I’ve been watching the docu-series “The Joyful Vampire Tour” on YouTube. It’s an eye-opening look at independent film distribution. At times, successful distribution seems insurmountable (if we don’t have a huge budget) but I know the code can be cracked. I appreciate your insight. All the best, Allison
2 years ago
Maurice Vaughan
Screenwriter
Excellent blog, Jeff! I think it’s smart to use this narrative, and it can be applied to other areas of the industry (screenwriting, directing, etc.) because you’re figuring things out ahead of time. Distribution is such a big part of a film, I don’t think filmmakers should wait until the end to figure it out/wing it. Thanks for the blog. Congratulations on all your success and hope you have more!
2 years ago
Daniel Stuelpnagel
Screenwriter, Author, Producer
YES! Coherent logic for today’s dynamics; I’m “just” a spec screenwriter however after many years of study I’m producing a micro-budget proof of concept reel, and even this tiny project is a prototype for me to work through the larger-scale business models and best practices to prepare for future projects! I really appreciate the clarity of your post and congratulations on your excellent success!!
2 years ago
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