Today’s video concerns the fundamental principle of how every film is different and needs a unique marketing and distribution plan. To create this plan, filmmakers need to examine:
1. Their Goals
2. Their Film
3. Their Audience
4. Their resources.
I spend a little extra time on goals again talking about “Ride the Divide” and how right before distribution, the producer and director didn’t realize that they had disparate goals. The director, Hunter Weeks, wanted the film to help launch a new film, the producer, Mike Dion, wanted to recoup. They ultimately decided to pursue monetization first. However in doing so they were actually able to meet the goals of launching new projects – but they realized without setting one goal first – they would have had trouble achieving either one.
Future posts will cover the other topics of your film, your audience, your resources.
An Innovative Launch for Joffrey: Mavericks of American Dance
By Jon Reiss
For the past four months, my company Hybrid Cinema has been working on the release of the new film Joffrey: Mavericks of American Dance directed by Bob Hercules about the history of the Joffrey ballet. I will be writing a number of posts outlining the unique path that I and my partner on this release, Sheri Candler have taken to release this documentary about the history of the groundbreaking dance company The Joffrey Ballet.
In my book Think Outside the Box Office and in subsequent posts, I have written about the advantages and challenges of launching a film after its world– premiere festival. Many filmmakers have complained that they can never recapture the exposure they gain with their first festival. As a result there have been a number of attempts to launch a film in some fashion out of a premiere festival. Orly Ravid writes in Selling Your Film Without Selling Your Soul, about BassAckwards which launched via YouTube Rentals during Sundance 2009.
IFC has been running its Festival Direct program to provide a promotional lift to its VOD releases for several years. For instance IFC will premieres films at SXSW and follows it up with screenings in a few cities while it premieres day and date on VOD with the festival. Tribeca has started using their festival as a launch for a number of films that they distribute on VOD.
The chief advantage of using a world premiere to launch a film’s release is to condense all of the publicity into one window – thereby conserving precious resources and taking full advantage of press garnered via the premiere. It also utilizes the promotional muscle that many festivals can muster to promote the release. The principal challenge is being prepared – having all of the necessary tools and distribution and marketing channels lined up to take advantage of the promotion. In general this has been beyond the abilities of most independent filmmakers who are just scrambling to get their films finished in time for their first festival. Another challenge is the short window of time that films have to get everything lined up after they receive acceptance to a film festival.
One of the first things we did for Joffrey was to target the Dance On Camera (DOC) film festival as a perfect launch for the film. It is not only one of the premiere dance film festivals in the United States (if not the world), it is also based in NYC – where the Joffrey Ballet got its start. It is based at Lincoln Center through the Film Society of Lincoln Center, one of the epicenters for culture in the US and the world.
Simultaneously I started speaking to Ira Deutchman of Emerging Pictures because I felt that Joffrey would be a perfect match for his network of theaters across the United States. For the past number of years Emerging Pictures has been simulcasting culturally oriented films, many of which feature live Q&As.
The Emerging deal is very filmmaker friendly with 30% of the box office going to the filmmaker if you pay $1000 for encoding, or 25% of the box office going to the filmmaker without any money upfront. Emerging takes care of all deliveries and collections from the theaters. Because of their ongoing relationship with theaters, Emerging is able to collect from theaters and in turn is able to pay the filmmakers.
I proposed to Deirdre Towers and Joanna Ney of Dance on Camera that through Emerging, we could be the first film to launch its release out of its world premiere, simulcasting to cities across the US. The partnership is also beneficial for Dance on Camera as it gets their name out in these theaters where ballet and dance fans will watch the simulcast and interact with the festival. It’s a winning situation for all which is what a partnership should be.
Emerging does not actually “simulcast” the screening of the film, the theaters download it in advance (hence no print costs), but the theaters carry the Q&A event after the screening via netcast. As important, people at the theaters around the country can tweet questions to the post screening panel in NY – so that they are actually participating in the Q&A – making it a national event. Once the film is on Emerging’s server they can book screenings of the film at a later date at no additional cost.
Currently we are screening in 42 cities throughout the US to launch the release of the film. We will start selling 6 panel Digipak DVDs of the film at the premiere and off the website February 1st – in addition to posters, 50th Anniversary photo books of the Joffrey Ballet and an eBook reprint of Sasha Anawalt’s book The Joffrey Ballet: Robert Joffrey and the Making of an American Dance Company (out of print for over a decade until this January 27th – she is launching her eBook to coincide with the launch of the film). We will roll out other merchandise over the course of the release. We will follow this up very quickly with digital DIY via Distrify in order to capitalize on the international attention we will receive from the publicity via the worldwide web. The biggest challenge has been to get the project ready to release in the short window since we found out we were selected for Dance on Camera.
We have also been planning events throughout the United States that will run through the spring and potentially throughout the summer. Most of these events have similar Q&As with former notable Joffrey dancers – many of whom head established dance organizations in cities throughout the US and are actually also coordinating the screenings in their cities. To start the process of the Los Angeles screening, I met with former Joffrey dancer Carole Valleskey who runs the nonprofit California Dance Institute. We then sought the involvement of Leslie Carothers-Aromaa another Joffrey dancer who teaches at the Colburn School and helped secure the 430 seat Zipper Hall. We’re selling tickets for $20 a piece and are 1/3 sold out as this goes to press. These screenings will lead up to a day and date DVD and digital release by New Video (more on the timing of this in a later post) in June. To book and coordinate the rest of the events in the US, we brought on Liz Ogilvie and Paola Freccero of Crowdstarter.
The other type of event that we have wanted to set up from the beginning is to have a live ballet component to the screenings. This has turned out to be very difficult to set up due to either expense or theatres not being equipped with an appropriate, safe stage for the dancers. However the screening being set up by former Joffrey dancer Trinette Singleton in Allentown, Pennsylvania will have this feature and we are pushing for more.
A final note – one aspect of what attracted me to Joffrey: Mavericks of American Dance was the fact that Bob Joffrey and his partner Gerald Arpino were early artist entrepreneurs. They came to NY with no connections to the established dance world, set up a dance studio to train young dancers and then toured the US in a borrowed station wagon like so many indie bands and filmmakers.
Sheri and I will be writing a number of other posts about the various aspects of the release and marketing in the coming months – we look forward to your feedback.
Joffrey: Mavericks of American Dance premieres January 27th at the Dance on Camera Film Festival at Lincoln Center, NYC. Check the website for the cities where the January 28 live simulcast is taking place. The film was directed by Bob Hercules (A Good Man, Forgiving Dr. Mengele), produced by Una Jackman and Erica Mann Ramis and executive produced by Harold Ramis and Jay Alix.
Jon Reiss is a filmmaker, author and strategist who wrote the book Think Outside the Box Office and co-authored Selling Your Film Without Selling Your Soul with The Film Collaborative and Sheri Candler. He will be appearing at a number of panels at Park City this week and is a year round lab leader for the IFP Filmmaker Labs. Follow Like
Check out this interesting new article in Variety on the ever-changing world of film distribution. Yours truly was one of Gregg’s sources.
Firstrun screenings have become events by Gregg Goldstein
Can kung-fu fighting monks, cave screenings and feral, caged Santa Clauses save the movie biz?
Exhibitors sure hope so. Around the globe, theaters and distribs are fighting competition from new media by turning firstrun screenings into the kind of events one expects at a theme park or state fair.
London’s Future Cinema, set to hit New York and Paris next year, draws up to 17,000 people for its surprise Secret Cinema screenings, with a troupe of actors mingling with the audience in environments staged to match the film. Alamo Drafthouse flew a real-life “Iron Man” with a custom jet pack above one of its theaters on the film’s opening weekend. Microdistrib Variance Films enlisted local comedians for 10-minute warmup sets and post-screening Q&As for its comic doc “American: The Bill Hicks Story.”
Though indie films can often make their biggest profits via one-night or weekend event screenings, one stumbling block to this approach, notes filmmaker and “Think Outside the Box Office” author Jon Reiss, is that news outlets usually won’t give crucial reviews for films booking less than a weeklong run. Another is that box office for these runs usually isn’t tallied by Rentrak or other tracking services, which can handicap filmmakers looking for ancillary deals.
Read the rest of the article at variety.com.
I recently did a short Q+A for Rachel Allen with the National Alliance for Media Art + Culture (NAMAC). NAMAC is an invaluable resource of independent film, video and multimedia organizations, and I recommend everyone checks them out.
Five Question Q+A with Jon Reiss by Rachel Allen
Meet Jon Reiss. Jon is a filmmaker (Bomb It, Better Living Through Circuitry), author (Think Outside the Box Office) and consultant whose most recent book is Selling Your Film Without Selling Your Soul which he co-wrote with The Film Collaborative and Sheri Candler. He works with numerous film organizations, film schools and festivals to bring a variety of distribution labs and workshops around the world. His upcoming books concern new models of artistic entrepreneurship and the concept Producer of Marketing and Distribution.
RA: What drew you to your work?
JR: I made a film called Bomb It, which is about graffiti all over the world. We frankly thought that we were going to sell the film in a traditional fashion and we didn’t. There’s a long story behind that. Basically, I ended up distributing the film mainly myself, but I had other distribution partners. I started writing about it and people liked the writing that I did. I realized that I enjoyed talking to filmmakers about this process and I decided to write a book about it. I enjoyed talking to people about new ideas and how filmmaking has changed in terms of engaging with audiences. Continue reading →
I will be at DIY Days on Friday, October 28th, presenting my Artistic Entrepreneurship workshop from 3:45 to 4:25 pm. I will be speaking about how to create long term relationships with fans through engagement, live events, merchandise and digital releases. Half the time will be allotted for presentation, and half the time will be devoted to workshopping audience projects/artistic brands.
Some of the other great speakers at DIY Days include Joel Arquillos, Hunter Weeks, Henry Jenkins, Jim Babb, Yomi Ayeni, Adam Chapnick and Christy Dena, among others. At 5:30 pm I will be at UCLA’s Young Research Library for the L.A. launch party of my new book Selling Your Film Without Selling Your Soul cowritten with The Film Collaborative and Sheri Candler. Hope to see you there.
On Thursday and Friday of this week (Oct 20-21) I will be at the Flyway Film Festival, presenting my two-day Think Outside the Box Office workshop on the ever-changing world of hybrid distribution and marketing. Today, though, I am thrilled to share a guest post from Chilean filmmaker Bernardo Palau whose first feature film ‘Saving You’ had a small theatrical release in Chile in November 2010 and is now available on iTunes. Here is his post:
PUTTING CHILEAN FILM ON THE MAP
By Bernardo Palau
I live in Chile — a long and thin land at the end of the world — at the southernmost point of South America. Chile is a country mainly known for its wines, the variety of its landscapes and its writers and poets like Isabel Allende, Pablo Neruda and Vicente Huidobro.
I say “mainly” because every day Chile is getting more and more known for a different kind of poet/storyteller: its filmmakers. Over the last few years many Chilean films have navigated the A-class film festival circuit, which has placed Chile on the map of world cinema in the eyes of the press.
Leaving aside the recently deceased Raoul Ruiz and his prolific filmography, many directors, including Sebastian Silva (‘The Maid’), Matias Bize (‘The life of the fish’), Pablo Larraín (‘Tony Manero’), Gonzalo Justiniano (‘B-Happy’), Sebastian Lelio (‘Christmas’), and others have created a lot of buzz at various international film festivals. But is that all there is to Chilean cinema?
No, actually. There are still a lot of Chilean films out there that the world doesn’t know about yet.
Allow me to explain: In Chile we have two major kind of films, the Public (or State) co-finance films, which have big budgets for our industry (normally between $500,000 and $2,000,000), enabling them to have a great festival presence around the world. On the other hand, we also have micro-budget guerrilla / garage films that work with small budgets, small crews and a lot of good will.
Chris Horton asked me to write this post for the new Artist Services website that Sundance has set up. However, many filmmakers don’t have access to that site, and so I am posting it here on my blog for anyone to be able to read. Here is the post:
In 2005 I started a documentary project that became Bomb It which premiered at the Tribeca Film Festival in 2007, was released on DVD, iTunes and Netflix via New Video and has had an extended life on VOD (Gravitas), Web series (Babelgum), various foreign sales (PAL DVD this month on Dogwoof) etc. As many of you know, my experience releasing Bomb It inspired me to write a manual for other filmmakers to release their films in this new distribution landscape: Think Outside the Box Office. Chris Horton approached me to write a post on how I would release Bomb It in today’s distribution landscape (and knowing what I know now). I’ve actually thought about this a lot (mostly kicking my self for what I could have done better!)
Continue reading →
Today’s guest post is from Joke and Biagio who are doing an amazing job with their Kickstarter campaign to raise money for the distribution of their film Dying to do Lettermen. Check out their kickstarter page – they’re already raised $47,000. In it they talk about why they are releasing their film themselves (plan B is the new Plan A). And no – I didn’t pay them for all the nice things they say about me and TOTBO :)!
Truly. We genuinely liked this person. Why? The distributor:
Sounds like a dream come true, right?
“There won’t be any money up-front. When all is said and done, after a few years, you can hope to make between $15,000 and $50,000.”
We spent more than that making the movie.
A film we worked on for six years.
Continue reading →
Troubles at Neoflix – What Fulfillment Alternatives are There for Filmmakers Part 1
For those of you who have read my book Think Outside the Box Office and my Filmmaker Magazine article on fulfillment from last winter, know that I thought highly of the shopping cart and fulfillment company Neoflix. I used them for Bomb It and had a good experience with them. I also liked what seemed to be an honest commitment to independent film and DIY solutions for filmmakers. The head of the company JC seemed genuinely interested in helping filmmakers.
I am deeply saddened and disturbed that this has turned sour. I have received reports from a number of filmmakers that they have not been paid by Neoflix for months. Some filmmakers are owed hundreds, thousands and tens of thousands of dollars. When I discussed the situation with JC he indicated that in fact they were having financial problems, were trying to make payment plans with filmmakers and that they had not taken on new clients since September. Most importantly he was trying to raise a round of capital for a new venture that would help them pay back filmmakers. I have not heard that they have yet raised that money. I asked JC this week as to what the status was – he indicated that they are weighing their options and will make an announcement soon.
Today I received a report that the company that Neoflix actually subcontracted out to do the fulfillment of goods, I-Pak has also had financial difficulties with Neoflix and has requested that any filmmaker who has used Neoflix remove their goods from their warehouse by March 1st. If you use Neoflix – you can either contact Patrick Barry – Neoflix’s VP and GM at email@example.com or you can contact I Pak customer service directly at: firstname.lastname@example.org. (I Pak is still a fulfillment company and some filmmakers might want to switch to their services to save the cost of shipping their goods back to them – however considering the circumstances I find this unlikely).
Secondly, one of the filmmakers affected adversely by the Neoflix situation, Matthew Arnold (director of “The Long Green Line”) has started a survey of filmmakers who have used Neoflix – asking them how much money they lost, when they last got paid, if customers received their orders and other questions. You can find the survey here.
Finally is the task of finding a new fulfillment companies for filmmakers to use – not just those who are leaving Neoflix but for all filmmakers. I have continued to hear good things about Transmit Media (http://www.transitmedia.net/) who I included in the Filmmaker Magazine article. Breakthrough Distribution is another company to work with (they work directly with Transmit) concerning replication and fulfillment needs.I did have a very good experience with 4th Way Fulfillment who I also wrote about in that article, but I would still say that 4th Way is mainly an option if you are going to sell lots of merchandise. I recently met a filmmaker who has had great success with Fulfillment by Amazon. He has promised me a guest blog post so stay tuned for that. Topspin is opening their doors in March and they have some technology that looks very exciting. Topspin is probably best used in advance of a films release and then through the release as opposed to the end of a release. (I switched Bomb It and Think Outside the Box Office over to Topspin in August of 2010 in order to do a test run on that new platform – I will be writing more about Topspin in the near future.) Sheri Candler has wrote a good intro review of Topspin last fall in Microfilmmaker Magazine.
Finally, I have also spoken to many filmmakers who do their own fulfillment. They take orders through PayPal and then pick pack and ship themselves. If you are not selling that many DVDs a month (and perhaps only selling DVDs) this might be the best option for you.
I am going to investigate more fulfillment options in the coming month. I would love to hear what other companies you might be using and what your experiences have been so as to build out a better list of companies. If you have suggestions or would like more information on the Neoflix situation please contact me through my blog or at email@example.com.