Lessons from AFM: 3 DIY Distribution Strategies Every Filmmaker Should Know

As the internet grows, self-distribution is becoming increasingly more relevant. This trend was discussed in detail at a "DIY Distribution" seminar at the American Film Market late last year. Here are three key DIY Distribution strategies that every filmmaker needs to know:

1. Find your niche!
2. Every independent filmmaker should think of self-distribution as part of their distribution strategy.
3. Build a mailing list!

1. Find your niche! The most important part of self-distribution is identifying what niche market will be interested in your film and pursuing that market. Make sure your niche is not too broad. For example, Adam Chapnick from DocWorkers (www.DocWorkers.com) explained how the makers of the film Island, which is about the relationship between a Lobster Fisherman and his daughter, were able to target the seafood industry. Eventually, the film showed to over 15,000 people at the International Seafood Show. While the film was primarily about family, "Families" is not a niche. Everyone has a family. "Seafood Industry Workers" is a niche. Figure out what your unique niche is. Then, the key is to think of inventive ways to target that niche. You can have more than one niche, just make sure you also have a separate targeted marketing strategy for each niche market.

2. Every independent filmmaker should think of self-distribution as part of their distribution strategy. You should start thinking about self-distribution right NOW. Don't have a film yet? That's even better, because now you can take your self-distribution strategy into consideration while making your film. At every decision point, keep future distribution in mind. Ask yourself how the decisions you are making will affect the niche markets you have access to. Picking a location? Think about how that location will affect what audience you attract. The idea isn't to lose your artistic vision, but to be smart about making seemingly non-consequential decisions really work to your benefit when it comes time to distribute your film. A great way to ensure you're creating a market for yourself is to crowdsource when making decisions. Take a look at my previous blog entry to learn more: Crowdsourcing: Open Up the Dialogue . 

3. Build a mailing list! Your email list is the heart of your self-distribution. Don't limit yourself just to the handwritten addresses you collect at film festivals. Contact organizations that already have an extensive mailing list that covers your niche market and offer them something they can't resist. For example, you could offer a trip to the set for one of their members or a free screening at one of their meetings. Place fun media content on your website that people will want to forward to their friends, but make sure viewers have to submit their email address before they can access it. You want to focus on email gathering strategies that lean towards the automatic rather than manual strategies that are dependent on you personally collecting each address. Your IndieGoGo profile is a great place to post unique media that will draw people in. The moment they take action, they're in your community and will receive Announcements via email or RSS. If they contribute, you'll also get their email address so you can deliver on your VIP Perks. To see an example of just how powerful building a mailing list can be, check out this blog entry GoGoDanae posted about the band Marillion's successful email campaigns.

For more on self-distribution, check out The New World of Distribution.