I just released new updated version of the SELF DISTRIBUTION STARTER KIT mini-eBook/guide this week and it seems to be stirring up conversation about Self-Distribution in general. One of the things that fascinates me is how the Direct-To-Consumer (DTC) approach of selling DVD’s off your website is somehow looked down upon by many filmmakers. I’m not sure why since DTC DVD distribution is one of the highest margin transactions on the self-distribution front.
Take this for example – when you distribute your DVD through traditional DVD distributors, you maybe net $1/$2 per unit of what they sell…. VS. when you sell DVD’s DTC from your website, you have the possibility of netting anywhere from $5-$15/per unit depending on what YOU decide to price it at. In my mind, what’s there to argue about? Especially since YOU can control the manufacturing and marketing costs and you don’t have to wait for the DVD distributor to recoup those costs before you start seeing any revenue.
Now having said that, there are case studies abound of filmmakers who make a whopping $0 and 0 cents self distributing DVD’s off their websites. And that’s because they are not executing the other part of the equation which is mandatory for a successful DTC DVD campaign: MARKETING. But on the other side of the coin, there are case studies of filmmakers who are succeeding wildly at DTC distribution, and quietly using that income to start producing their next project.
In my 2010 SELF DISTRIBUTION STARTER KIT I talk about the different ways to go about distributing your DVD from your website – whether it’s via On-Demand replication or traditional replication & fulfillment – but I’d love to hear from you and what your experiences have been. What combination of marketing, replication, & fulfillment has worked for you? Or do you know of any successful case studies you’d like to share?
** By the way, in full disclosure, the SELF DISTRIBUTION STARTER KIT is $39 on my site but is FREE for members of FILM SPECIFIC
{ 7 comments… read them below or add one }
As a independent filmmaker, I’m often really disenchanted by the attitude of my contemporaries to alternative film-making processes, especially in the distribution or delivery aspects of the industry, so I’m pleased to see someone else has given viable alternatives some consideration.
I would suggest the major factor that stops others accepting such practices is the yardstick by which many filmmakers measure success: one that sees success only as part of a pre-established and rather naive trajectory – i.e. sales agent to theatrical distribution to mainstream recognition, etc – rather than finding a satisfactory course for themselves, which may or may not reflect those they are ‘programmed’ to accept.
In utilizing any method that gets their work out there and seen, preferably in a way that reaps them some benefit – as you suggest – a filmmaker should be proud that they are employing alternative techniques, because only through example can they give others the confidence to eschew the mainstream.
We learned the hard way. We went with conventional distributors on many films and never saw much money back. One of our best selling films (150,000+ units sold) that grossed over a million dollars for the distributor has only yielded us about $75K thus far. We have decided to become a distributor and cut out the middle man as much as possible going forward.
We are in the midst of producing our first feature with Andy Feld, and are debating the pros and cons of self distributing and bringing on some major players. For my partner and me at Avenstar Productions, we are looking at more than just making money – we want visibility and want as people to see this movie as possible. We want to continue making movies, and we are finding that by connecting with some of the bigger distribution channels that is possible. Having said that, we would love to make money as well. So we have put our energy into making connections with people that know more about the distribution side of the business than we do, and we have been very fortunate to connect with individuals that love what they do and have a keen interest in the genre (spiritual/new age) of film we are producing. There are ways to attract what you want and not get taken advantage of. We have had made some valuable connections through craigs list… and it’s absolutely free. Remember, if you don’t ask you won’t get anything, but if you ask for help you may be pleasantly surprised at what you get. If anyone wants to see a trailer of our film, Shamshara… check it out here: http://www.youtube.com/watch?v=n4XL73F7GZI
Thanks Stacy and other contributors above. As we near completion of our first feature length film “Shamshara” we are trying to look at all the options for distribution. As a businessman working on his first movie with Avenstar productions it is a challenging new environment, but the basics of sales seems constant. Have a quality product, martket and sell like crazy, play the numbers game, set your intentions for success, and have faith in your efforts. Franbly, I can’t wait to see what is around the next corner. Andy
Stacy, Why have you removed my post two times? Am i doing something wrong?
Talbot
Thank you that you have
With today’s technology I believe it is possible to self distribute your film. I also believe with a small marketing budget 50k to 100k. You can design a budget to get your trailer and film seen on internet or theatrical. There are so many distribution platforms now cell phones, on-demand and your very own film website. You could recoup your cost within a short time frame and not share the funds with the middle men.
Anyone can start a distribution company. But the difference from a good distribution company and a bad one is the contacts. It would take a month for someone to sit down and contact all the cable and satellite networks, entertainment magazines, radio stations to get press kits releases and get rates for advertising 30 second TV slots. Your company would basically be its own publicity agency. Once you have all these contacts in your database you would create a budget and would have a general idea of your advertising expenses for your film.
I feel filmmakers do not have the time or knowledge of how this works and their main concern is to get that big pay day.
Keep in mind if an indie filmmaker can come up with an advertising budget. His hard cash will be tied up into advertising costs and materials, DVD’s, merchant accounts, monthly web fees. But just think of the return. The great advantages of this is when someone buys your film, you are not splitting the costs with a distributor. You get all the money. Plus if someone buys or rent your film online. There are no physical costs for merchandise. No shipping or handling, no trips to post office.
The disadvantage is. You have a deal with Wal-Mart. They want to buy 100,000 of your DVD’s. You are paid up front for your DVD’s before they ever get loaded onto their shelves. You would have to pay back Wal-Mart if DVD’s were damage, or just didn’t sell in a timely manner. This is what I believe bankrupts small distribution companies because they tap into the funds never expecting vendors will need a credit or return on their items. I would avoid if possible tying up funds into hard physical merchandise.
Right now as I type there is someone out there building a contact list and will be the first successful indie film distribution company. To market his film, produce his next film and become the next Fox, Warner bros, of the web world.