Find Audiences, Not Distributors

DIWO Examples: What The Bleep Do You Know, Through A Lens Darkly: Black Photographers and the Emergence of a People, Box Elder

This afternoon I attended the New York International Latino Film Festival panel about distribution: Think Outside the Box.  Moderated by Milton Tabbot of IFP, the overall tone was somber given the most recent developments in the indie film space.  With so many small and specialty division studios shutting their doors, everyone was eager to learn how to get their movie distributed. 

The five panelists included; Brian Newman of Tribeca Film Institute, Yance Ford of P.O.V., Jose Martinez Jr. of Maya Releasing, Michael Tuckman of Thinkfilm , and Johnnie King of King Theater Circuit.   Their overall message was to not depend on a theatrical release and have a plan b.  As Brian Newman concisely summarized, "Find audiences not distributors."

Below are some of the key takeaways and examples:

• Start thinking audience early, and continue to build - Rob Hardy kept his focus on the African American audience, going from Trois to a very successful Stomp the Yard.
• Be creative with your marketing - Hardy partnered with a hair products line to get promotional material into every barber shop / salon for African Americans; What The Bleep Do You Know sent posters to yoga studios and )
• Engage your audience - Through A Lens Darkly: Black Photographers and the Emergence of a People. See the blog as Thomas Allen Harris explains how he will incorporate user generated content from across social media sites)
• Capture email addresses and sell DVDs (all the time) - Like Box Elder self distribution tour
• Learn from other filmmakers' distribution - (Praying With Lior learned from other filmmakers covering Jewish topics)
• Use every Internet avenue possible if distributors have passed on your film
• Don't forget about TV