Indie Filmmaking – Distribution 101, your best bet to insure The Calvary is Coming!

Recently I read an article werein several successful filmmakers answered questions poised by an independent filmmaker. We’ll call the indie “Michael, a low budget filmmaker with a dream.” Along with my interjections, below is an excerpt from the “Shooting People” website.

Michael, a low budget filmmaker with a dream: “I am searching for a way to make exploitation movies with loads of action, gore, fun & excitement that people can watch over a beer (the way that the Sy-Fi channel make countless “Shark” exploitation movies).
And I’d make them cheap, for £5,000 ($8,000). I have all the equipment so no need to rent lights, cameras, etc.”

A response from Film Composer, Kays Alatrakchi: [On Imdb, Kay has an enormous list of films since 1992. This guy knows his business.]
Get to the back of the huge line? Because what the world really needs right now is more shit films!
Several friends of mine work for The Asylum (if you have no idea who they are…google them). I’ve also had the misfortune to work on a couple of their films, mostly because one of those aforementioned friends talked me into it. The Asylum does follow a Roger Corman type of model in the sense that they pre-sell everything. They have been around for long enough that they have strong relationships established with distros all over the world. What they literally do is custom-create their films to fit whatever markets they’re trying to pre-sell…hence the shit that they turn out because Germany wants a tornado/disaster film, and shark films are really huge in Japan right now.

Their films are typically budgeted in the $250K range, even so; most of the budget goes for them to get the have-been F-list actors that (once again) the distributors require to close the pre-sale. The Asylum generates good earnings as it’s been reported in a number of industry trade rags. On a movie where they invest $250k, they typically have made $750k without breaking a sweat.

But they have a system, and they have an established distributor network. They have enough muscle to be able to negotiate lucrative deals. They also can pickup the phone and speak directly with SyFy Channel’s program director and work out inside deals for exclusives etc. Did I mention that they also have an in-house CGI dept, sound design/foley/mixer, green screen and shooting stage, and a music composer who does great work because he knows that he will make money through cable airings and so he’s willing to work for peanuts up-front. They pay their crew about $100-200/day on their shoots which are typically in the 7-10day range for a feature.

The point that I’m trying to make is that The Asylum is not making films for $10k, they are very business savvy and have the type of workflow and connections that you don’t have. To look at them as an “example” of how to make movies that make money, without looking at the rest of their picture is to set yourself up for failure.

A response from Documentary filmmaker, M. Rossato-Bennett: [This filmmaker does not have a long filmmaking career, but his documentary is rated 8.2 on Imdb, and I think that means that he’s done something right and is worthy of listening to.] I would like to submit that there is another way- What the world needs is not more distraction- think about it, if someone wants to be distracted your film is now competing with virtually every other film ever made! It used to be there were just a few films playing in your town any given week. That is real competition!

alive-inside

So I made a doc that I cared about because I wanted to change the world. I knew there was an audience, I knew I could help a million people. I never expected to get accepted to Sundance, as a matter of fact I almost did not apply.
…Why not change the world rather than try to recreate what has been done? I think everyone is always following dead dreams- after Picasso there was a huge generation of want to be painters. After Lucas there was a huge generation of want to be Spielbergs. If you want to make money make a low budget VR movie! Look to the future not the past for inspiration!

Here is my truth- Emotion is everything- Make a film that makes people feel deeply and it will find an audience. People need to feel. Distracting entertainment is so overdone I would not want to compete there.

Response from Michael, a low budget filmmaker with a dream: (…I’d like to clarify that I don’t intend to re-work or make a ‘Corman’ type film, but make a film in the same ‘business’ style as him. Making it dirt cheap, shoot for a few days (Little Shop Of Horrors was shot in just two days), mainly one or two takes max and move on…)

And a response from Kays Alatrakchi: Nothing good can come out of that type of filmmaking. Good films take time, talent, resources, and a great screenplay. If that’s what you’re setting out as your goal, I think you’re doomed from the start.

My take: I think that both Kays’ and Bennet make valid points. While back in film school (circa 1997) I did think that what Michael proposed would be a good idea. Because genre films were selling to territories across the globe. But that was when low budget films were being produced on 16mm or the new Sony and Canon DV cameras. It was an era before the over-saturation of low budget Genre films.

Nowadays you can shoot your low budget zombie film on a cell phone. And you likely will get an offer for distribution. But you likely will not make any money. Rather, it will cost you money. Because here’s what typically is happening in the distribution landscape. Because there’s just too much low budget product out there, and you want to get your film seen, then you likely will end up paying your “distributor.”

You’ll pay them to prepare art. Yes, I know you have your own art, but they will insist on using their studio artist, and this is not cheap. (let’s call it $1,500. to start.) Then, you’ll pay them to prepare your content for delivery. This is another area that hits filmmakers. Even if you mastered in MOV or Pro-Res, they’ll want to check the film for formatting errors. For example, you shot in 29.9FPS, but you placed a clip in your film and it runs at 24FPS. This can create streaming problems. So, add the cost of another $5,000. or more for “delivery.” In the end, you might just get your movie placed on Hulu. And when your film doesn’t get watched by enough viewers in the first week or so, HULU will drop it from their catalog.

You may be wondering why a Distributor does business this way. Well, think about their mode of operation. They have a large catalog, with some “A-List” titles that add klout when the distributor negotiates with platforms like Netflix. Do the distributors “A-List” titles go through the same nightmare I described previously? Heck no, these titles have weight, legs, etc. So no, let’s get back to you, the low budget indie filmmaker. You’re there to fill space in the Distributors catalog, and you’ve been chosen because you need to get your film seen, and you’re willing to pay to play.

Before you lose all hope, please read on…this is NOT ALL BLEAK!

If you think you’ll make money from sharing ad-revenue. Ohhhhh, my filmmaking brother, I wish it were true. Google it…You won’t find any success stories. And the reason is in one word. Subdistribution. If you manage to land a distributor who does NOT require payment for their services, then you have be weary of the tricks of the online distribution system.

Here’s a typical scenario. A Distributor promises you 15% of the Ad-revenue. But, they don’t actually have a direct deal with the platorm (VUDO/HULU/NETFLIX.) No, they typically allow another “distributor” to make that deal, and in exchange that distributor gets…15%. Okay. So now you’re getting 15% of 15%. See what I’m getting at?

Let’s say you do manage to get a reputable distributor. One that really has a direct relationship to a streaming platform. I’m sorry if this sounds so bleak, but now imagine trying to get paid your $75 ad-rev royalty. They don’t want to issue a check because you haven’t reached the tier required. If you manage to get $200 in a payment period, then maybe they’ll send you the money if you haven’t accrued any other weird fees like data charges for uploading your film to their server. And that’s if you can rely on them to pay you. In some regards, you have to understand their position. Imagine, dolling out $25 checks to hundreds of filmmakers every month, that’s something that is timely and costly. Bookkeeping is of course is the oldest, most common complaint in regards to Distributors.

You could produce a film that’s easier on the eyes. Something that doesn’t depend on the Genre. Something with Marquee value. What’s Marquee Value? It’s that little thing that talks to the potential film-watcher. It says “Oh that might be a good movie, it has that guy from Alien in it.”

lance-henrikson

That’s Lance Henriksen, and no I don’t know him and I’m not endorsing him – but you get the idea. What talent like this costs you will return you many times in Marquee Value.

Okay, so what’s the take-home or main-thrust of this article? Here’s ann alternative that costs the price of a large Latte. If (IF) your movie is good enough — OR HAS MARQUEE VALUE — then Roku and Fire TV channels like mine will stream it. I cannot endorse the slew of Roku and Fire TV channels out there, but I can tell you that mine have been popular for 6 years now, and I think it’s a nice way to go. You’ll have to submit your film to me via my film festival (a measly 5 dollars) but in the end, if it’s good enough I can get you about 50,000 views on my connected TV channels.

Note that my TV channels have over 1 million subscribers…but the actual viewers are less, so I won’t Blow-Smoke.

But hey, 50,000 viewers is pretty darn good, and imagine if you put your point-of-sale on your film, film-art, and logline? Have you imagined? Well, think about setting up your website for donations, T-Shirt and Coffee-Mug, and DVD sales. And then when people from my channels visit your website, you could actually make a buck, ehhh?

Additionally…if your film isn’t quite ready for prime-time, then you may stream it on my Android App. Check out http://www.moviesplus.org to take advantage of Droid and Youtube opportunities.

Oh yes, let’s not forget the dotcom for the Streaming-Fest is www.metrofilmfestival.com

Cheers,
Dean