Digital Distribution is Gaining Traction

Case studies: Haze, Crawford, On Broadway, The Princess of Nebraska

More and more indie filmmakers are turning away from traditional theater distribution and embracing the Internet. The Wall Street Journal wrote an article last week covering this new trend of online distribution:

"…filmmakers are starting to come to terms with the idea of releasing their work on the Web. It's a notion musicians grappled with years ago. Offering art online rarely earns a creator much up front, but it boosts the odds of broad exposure. With no need for old-fashioned film prints, going on the Web is cheap and quick. And directors can get instant feedback from online viewers."

 

One Hollywood director that has embraced this trend  is Wayne Wang, the director of "Joy Luck Club" and "Maid in Manhattan". He released his new movie, "The Princess of Nebraska" on YouTube's Screening Room. The movie's release was less about making money and more about getting fans to watch it. Wang's movie has generated nearly 200,000 views on YouTube so far.  On YouTube, the movie is free, and there is more exposure: "Going to theater has become about making a point," says Wang. "I like the accidental encounters that occur on the Web."

Plenty of other companies besides YouTube are helping independent filmmakers with distribution. Snagfilms.com, Hulu, and iTunes are just a few that have released feature length movies on their sites. Snagfilms allows filmmakers to put their films on websites, blogs, and MySpace profiles, increasing the exposure of the movie.

"Haze", a documentary about a student who died of alcohol poisoning at a fraternity ritual, was released on Snagfilms.com. Originally, the filmmakers had wanted a theatrical distribution, but it was ultimately decided that the movie would gain more viewership online. Director Peter Schuermann says, "It's a bittersweet thing. But then I have to weigh that against the educational goals of the film. Now there's the potential of a lot of people seeing it."

Distributing a movie online definitely hurts revenue for filmmakers. More important, though, is the fact that feature length films that are distributed online seem to be getting more viewers. This establishes a fan base and provides filmmakers with a springboard to DVD distribution, film festivals, or even theatrical distributions. The potential is unlimited for filmmakers who decide to distribute their films online.

Read more about "The Princess of Nebraska" here. Find out more about online distribution on the Wall Street Journal here.