INDIEBLOCK
How do independent filmmakers distribute their works?
From the research, it has been found that with the development of digital technologies, independent filmmakers have a better opportunity for distributing their works by using online platforms, social media and modern video-on-demand distribution.
Innovation in the application of digital tools for managing uncertainty: the case of UK independent Film, is a research article about how film producers use social digital tools to engage consumers, reduce demand uncertainty and respond to the challenge of digital disruption that affects the traditional film value chain. The researchers investigate three empirical case studies of film production and exploitation to examine the innovation in product, service, distribution, marketing and process. The article contains the literature review and theoretical framework of innovation and creative industries, managing uncertainty of the film value chain, challenges posed by digital disruption and digital solutions. For the research, a case study approach was chosen in order to develop a holistic picture of elements potentially effecting, influencing and comprising innovation. There are multiple viewpoints and data sources is embedded in the research.
Through the three case studies of UK independent film production, the research reporter shows how process innovations of production and distribution are increasingly becoming inter-related. Social media is used both for product marketing and as a distribution mechanism for on-going dissemination of creative content over an extended period. This represents innovation in both service delivery and client interface domains.
However, attending film festivals is also a good way for independent filmmakers to get the attention of distributors. The article, In Danger of Great Film, presents information about the 10th Revelation Perth International Film Festival. The festival was held in Perth, Australia, from July 12-22, 2007. The festival brings in an array of contemporary filmmakers. The films that are showcased are made by 'inspired' rather than commercial filmmakers.
Documentary films have always been the strong point of the festival, despite it also including narrative features, animation and music programs.This article highlights how the newfound levels of experimentalism in the documentaries are indicators of the rise to radicalism in filmmaking.
This article also concludes that the success of Revelation, for independent filmmakers and audiences alike, may well offer hints for the future of Australia’s film culture. Revelation has taught many audiences that the commercial model is not the only way forward for cinematic production in this country.
Film practice and filmmaking culture is more interesting and diverse than the industry imagines it to be.
On the other hand, thanks to modern video-on-demand distribution, independent filmmakers have a better way to reach their audience, and directly distribute their works through popular VOD marketplaces without the middleman. Video on demand distribution provides filmmakers with easy access to the major online marketplaces such as Amazon and iTunes. Once a title is submitted, filmmakers can then share virtual shelf space with mainstream Hollywood movies. While video on demand distribution represents an easy way for independent filmmakers to enter mainstream marketplaces, this change in distribution represents new challenges (CreativePlanetNetwork 2014). According to Los Angeles based independent filmmaker, Jason Brubaker, “Filmmakers now need to become comfortable with internet marketing, social media and audience list building... And for most modern moviemakers, this is a huge learning curve!”
In some countries, some film distributors also hope to provide a chance of theatrical release for independent filmmakers. In this research, it has been found one interview by Jerome Courshon (a film producer and distribution expert) with Christian Meoli of the Arena Cinema, a newly opened theater in Hollywood. The Arena Cinema is an independent theater that provides a good opportunity for independent filmmakers to screen their films in an opened theater in Hollywood. In the interview, Meoli notes that ‘I set up Arena Cinema to serve the independent film community with an intimate, single-screen in the middle of Hollywood.’ The Arena Cinema is also a completely independent, and open to filmmakers & distributors who have films they’d like to screen. Meoli says, ‘We work as a ‘4-Wall’ setup, where filmmakers & distributors who book with us then "own" the theater for the length of time they've booked and paid for, and all the ticket sales then belong to them.’
As known, the biggest problem of independent film distribution is lack of budgets and publicity, but working with the Arena Cinema, independent filmmakers will get this opportunity to release their films in a real theater without high budgets but reach their audience. Speaking of the reason why Meoli had this idea of this theater for independent filmmakers, he tells that ‘I don't want to see indie movies just go to VOD, so I challenged myself to create an affordable DIY exhibition model, available to indie filmmakers and distributors. It was at that point I decided to turn the Arena space into a first-run cinema venue.’
Based on his own experience, Jason Brubaker has completed a new system for helping moviemakers get their movies seen and selling. It is called The Independent Producer's Guide To Digital Self-Distribution, independent filmmakers can now utilize a step-by-step Action Guide to help sell movies in popular internet marketplaces as soon as possible.
Leading experts in the field of movie distribution discuss innovative ways for filmmakers to reach audiences at the 2012 Film Independent Forum. // Source: http://filmindependent.org/forum
Written by Alice Zhang
"Film festivals are great at getting attention. Often they can result in getting a sales agent and a theatrical deal. Really popular films don't need them. But, they're useful for more art house films. I think it's important to look at other forms of distribution, such as VOD. This is where most films will find their audience in the future."
- Liz Burke
Independent Filmmaker / Producer