Named one of “10 Digital Directors to Watch” by Daily Variety, Jon Reiss is a critically acclaimed filmmaker who has produced and directed three feature films most recently Bomb It (Tribeca 2007) about graffiti, street art and the battle over visual public space throughout the world. Based on his experience releasing Bomb It with a hybrid strategy and the classes he teaches at Cal Arts, Jon is now writing the book: Think Outside the Box (Office): The Ultimate Guide to Film Distribution in the Digital Era to be released this Fall.
In anticipation of his appearance on a panel at IFP’s Independent Film Week in NYC this week, we asked Jon for his thoughts on the evolution of distribution.
The panel you’ll be speaking on at Independent Film Week is about the current state of indie film distribution. What are some of the basic facts that the beginning filmmaker needs to know about film distribution these days?
The world has changed – a lot. Filmmakers can no longer rely on a white knight to swoop down and pay them millions and guarantee them a wide theatrical release with lots of publicity. Not sure if that really happened for that many filmmakers anyway.
But filmmakers shouldn’t just blindly rush out and DIY their release. Each film has its own unique qualities. Each filmmaker has their own needs and desires from their films. What is essential is that each filmmaker create a distribution strategy for his/her own film that makes sense for that film. It will be different for every film.
How soon in the process do you need to start thinking about distribution?
Distribution and marketing must start during production, better in prep, no later than post. You are killing yourself if you wait till after you finish the film. Filmmakers have to start to devote time and money to distribution and marketing – they can’t expect anyone else to do it for them anymore. Perhaps they might be one of the lucky 10 a year out of 5000 films that gets any kind of sizable advance – but those are not great odds. Better to be prepared. Also any work you do in production/prep/post will help you get that sale so it is not wasted effort.
A larger issue is that distribution and marketing needs to be as integrated into the filmmaker process as production design and cinematography and line producing. I feel that films need a producer devoted to this – who will not be pulled away from production. I’m currently calling this person the PDM – Producer of Distribution and Marketing – I’m sure there is a better acronym – but we need to create a place for it in our concepts, budgets and crewing in order for this work to get done. They will have their own coordinator and PAs as well.
What are some of the common mistakes that filmmakers make that could affect distribution?
Not having an overall release strategy – this is critical. So many filmmakers have gone out and done a theatrical release and not realized that the theatrical release is marketing, it’s rarely only an end in itself. So they don’t have their DVD or other rights ready to sell soon after or simultaneously with the theatrical – and then they have to reinvent the promotion yet again. This is just one example of how some filmmakers have shot themselves in the foot.
Not having a strategy in place before the festival launch is also a problem. The festival launch might be the best initial marketing for the film. This takes a fair amount of prior work and planning – but any 2nd or 3rd time filmmaker who doesn’t consider this option is not helping themselves. Similarly, for most films hiding the film before a festival premiere does not make much sense. You should talk to a consultant and sales rep to really see if an overall sale might be made – most likely not. If not, does it make sense to hold (hide) your film for the festival premiere hoping for that sale? – Probably not. Don’t just throw it to the wind – have a sales strategy, but one based on current market forces.
Let’s say I don’t really care about the whole business side of things, I just want to sell my movie and make another one. Does that still happen?
Not much – i think a few times a year. It helps if you keep your costs low. If you can make a film for $15,000 then a 20 year deal for $15,000 may not seem completely terrible to you. However if you make a film for $15,000, I am sure that your sweat labor is not included – but perhaps that is not important to you. However chances are that you will get tired of making films for $15,000 and giving all rights away for that sum. Its not a viable long term strategy. Better to start now to create a long term relationship with your fan base.
What about the opposite case – maybe I want to bypass the sales agents and distributors and take my film directly to the audience. How do I get started and can you give some examples of filmmakers who did this successfully?
I think that way of thinking is too black and white. The best model is a hybrid approach that uses all the tools available to filmmakers. Sales agents/reps can help as can some distributors. It all depends on the film, the company, what the deal is, what the filmmakers want from the film, the market at the time etc.
I would say in any case right now – consultants are essential – you need someone on your team who knows the lay of the land and can help you devise a strategy for your film. Then with that strategy go talk to sales reps and distributors. See what works for you. One great recent success is “Anvil: The Story of Anvil.” I’m very excited about “The Age of Stupid.” They seem to be doing everything right.
So start with your strategy. My articles in Filmmaker magazine and my book are also good places to start (can’t avoid the plug – sorry!) I will be launching a distribution tools website with the book.
There are some very interesting distribution companies coming up who are using the new hybrid models to help filmmakers carve a new distribution path. B-Side is very exciting as is Indieflix.
Jon has limited copies of the preview edition available only at personal book signings/appearances in September and October before the book’s official release in November:
Sept 22nd – IFP’s Independent Film Week Conference New York, 7pm to 8pm. Book Signing in the lobby outside Haft Auditorium immediately following the panel – STATE OF DISTRIBUTION – THE CURRENT & FUTURE INDIE MODEL 5:30pm-7:00pm at Fashion Institute of Technology (F.I.T.), Haft Auditorium 27th and 7th Avenue
September 24th – 12pm – 1pm at the DV Expo Pasadena Convention Center between filmmaker career development seminars.
October 2nd – Book Signing 2:15 – 2:45 pm and 5-6pm Vancouver International Film Festival Forum in the Lobby of the Vancouver International Film Centre, 1181 Seymour Street – Panel that day: 21st Century Doc Distribution Strategies, 1:00 – 2:15pm
October 11th – FIND Filmmaker Forum after my Distribution Case Studies panel 9am – 10:30 am at the Director’s Guild of America, Los Angeles
For a $5.00 coupon and to reserve a copy to ship in November go to: www.jonreiss.com/blog