Self-Distribution
Reframing your approach to distribution from “getting” to “doing” it may lead you to decide to go it alone entirely. You know who you want to see your film — and where. You’ll have more work to do, but you’ll also have more control — over whom you work with, how you talk about the film, and how you talk about the change you want to see.
If that’s the path you choose, you can piece together a strategy that includes some or all the following.
Theatrical
Work with a local cinema booker – or just call the theatres yourself in the markets where you want to screen the film and book the film. You will likely get little to no support from the theatre for marketing the screening, essentially making the film team responsible for getting butts in seats.
Non-Theatrical
This may include venues you need to rent or those you can secure at no cost through partnerships. THIS is your opportunity to let your creativity shine, with unexpected venues — parking lots, plazas, places of worship, an empty storefront — potentially being part of the draw.
Online Platforms
Work with a platform that has the existing tech and capabilities to screen your film, including handling ticket sales and licensing.
Educational
Go beyond booking your film at educational venues and consider working with organizations that have experience in developing tools to be used in the classroom to increase educational sales.
Member or Affiliate Organizations
Work with your partners who have members and affiliates to arrange local screenings in their meeting or workspaces, at home, in the backyard, or anywhere else they gather. You provide the film, promotional materials and discussion guides, and they provide the labour.
Influencer Events
Screen the film for policymakers or policy influencers by meeting them where they are. Use the event not only to access them and to share your message, but to garner media coverage for your film and issue.
Piracy (no, seriously)
In some cases, you may run into obstacles getting your film screened in regions and markets that are important to your impact goals. If government censorship is an impediment, you may simply want to facilitate the piracy of your own film.
Filmmakers who go the route of self-distribution should aim to quantify the value of the time they invest to make an honest decision about the sustainability of their efforts. While there are limited funding opportunities to support this work, being able to show a viable return on your investment can give you the energy to keep going.
Related resources
Manifesto for Community Film Distribution and Exhibition in Latin America
Film Distribution and Impact Budget Template
Distribution Playbook
Sunshine Cinema
