You just finished your film and you are excited for it to be seen. So, you begin the process in getting it distributed, only to find roadblocks finding distribution. Maybe you’ve found yourself in this exact situation.
Too many filmmakers wait until the final edit is complete before thinking about distribution. By then, important decisions about audience, marketing, and the release strategy may be difficult or expensive to change. A distribution ready film isn’t simply a completed movie. It is a film positioned to have an audience, get distributed, and make an impact.
Here are five things every filmmaker should do to make their film Distribution Ready.
1. Know Your Audience
The first question a distributor will likely ask is: Who is your film’s audience? “Everyone” isn’t specific enough.
Develop a goal for your film and what impact you want to make with those who watch your film.
Identify your primary audience verticals before you begin production. Is it for families, young adults, men, women, or people connected to a particular issue or story?
The clearer you are about your audience, the easier it becomes to develop your marketing, partnerships, messaging, and distribution strategy.
2. Build an Audience
Once you’ve identified your audience, this insight will inform the decisions you make when developing your strategy for the film’s distribution.
You can start building that audience through these opportunities.
- Email lists
- Social media
- Festivals and screenings
- Partner and ministry relationships
- Podcasts and interviews
- Influencers
- Crowdfunding
- Community partnerships
- Press Releases
3. Know Your Distribution Strategy
“Finding a distributor” isn’t a distribution strategy. Before approaching distributors, understand the possible paths your film could take. Keep in mind your goal and the impact you want to make. A distributor will get your films through the various distribution windows. It is up to you to develop a plan or work with a marketing consultant or agency to develop a plan where marketing will drive awareness of your film to your ideal audience.
Divide your distribution and marketing plan into Pre-Release and Release initiatives. Your Pre-Release plan will include tactics to raise awareness of your film and build your audience. Your Release plan will include everything to promote the release of the film through your selected distribution windows.
- Film festivals
- Theatrical
- Limited screenings
- TVOD/PVOD
- Streaming
- Broadcast
- AVOD
- Educational or ministry licensing
- Direct-to-audience distribution
Not every film needs the same strategy. Your genre, audience, budget, existing relationships, and goals should determine your approach. The key is to begin thinking about distribution before the film is finished.
4. Understand the Distribution Landscape
Independent filmmakers today have more distribution channels than ever. Identify a film distributor that you want to work with.
Here are four options to consider.
- Traditional deals with distributors.
- A La Carte distribution where you work with a different distributor for each window and/or territory.
- Hybrid distribution where rights are split and filmmakers retain control of some avenues (licensing and streaming) while partnering with a distributor for theatrical.
- Self-distribution via theatrical to managing agreements with various streaming platforms.
Each path has tradeoffs in control, revenue share, and audience reach. Thinking about these early enables strategic decisions that align with your goals.
5. Be Able to Present the Opportunity
Finally, you need to be able to clearly communicate why your film is worth distributing. Create a concise distributor pitch that answers:
What is the film?
Who is it for?
What makes it different?
What audience have you already built?
What distribution opportunities do you see?
Make Distribution Part of the Filmmaking Process
The best time to prepare your film for distribution is throughout the filmmaking process. When you know your audience, build partners, develop a distribution strategy, understand your options, and can clearly communicate the opportunity your film represents, you’re not simply handing a distributor a finished movie. You’re presenting a film with purpose that will make an impact in the lives of those who watch it.
We can help you build your audience strategy, distribution and marketing plan through the Faith Film Collective Colab. You can learn more about these marketing and distribution colabs on our website. Click here to reach out to us to connect.
