IMPACT DISTRIBUTION DIGITAL EDITION II

Recently, I shared our Impact Distribution Digital Edition blog post, which featured thoughts and strategies for getting your documentary out in an overcrowded digital environment. Virtual festivals are being inundated with more submissions than ever before and curating smaller slates. There is a general sense of screen fatigue, and just this week, Amazon put an end to unsolicited licensing submissions via Prime Video Direct for non-fiction and short-form content, leaving independent filmmakers and distributors confused and worried.

Now, with vaccine efforts well underway, the end of the pandemic is in sight, and a bright future for the documentary community likely awaits on the other side. While we wait for that day to arrive, nothing should stop you from launching or continuing your distribution efforts taking advantage of the digital world. Whether you have decided to engage in a self-distribution journey, assemble a team, or work with a distributor, an impact producer, or a sales agent, there are plenty of exciting opportunities out there. There is no right or wrong choice, except going solo because if one thing is certain, it’s that impact distribution is a team sport.

It’s Never Too Early
The pandemic has not changed one of our most repeated pieces of advice: think about your impact distribution early and embrace it as a process. Starting distribution plans once your film is finished makes everything harder. In fact, most of the films that succeed are those that include distribution in their production budgets, receive distribution advice in the early stages, and engage with systems that help their visibility and engagement efforts down the road. For example, of the 72 feature-length films selected at Sundance this year, fourteen received developmental support from the Sundance Institute through direct granting or residency labs.

Virtual pitching forums and markets are another great way to make connections and give your film an early boost. For example, Hot Docs is hosting an online distribution rendezvous for filmmakers to present their finished, nearly finished, or rough cut films to distributors. Applications close March 11. Needless to say, during this type of meeting, you should be cautious and alert about deals that might not be beneficial for your project. Avoid all-rights, decades-long, worldwide deals because they severely limit your film’s potential impact and your access to future revenue streams.

The Virtual Circuit

In the past year, many film festivals have been able to pivot to the virtual realm with enormous creativity and success, bringing visibility and access to audiences in new and unexpected ways. According to Indiewire, the 2021 Sundance Film Festival had a record 600,000+ total audience views, “a 2.7 fold increase over numbers from the 2020 in-person festival”. However it’s hard to determine what this data means for true engagement and impact.

Something that hasn’t changed for digital festivals is submission fees, and if anything, some festivals have increased them. It’s critical to budget wisely for your film festival circuit and maximize your investment by building a list that adequately fits your documentary, paying special attention to date changes and special rules that different festivals have implemented in response to the pandemic. Rather than making popular choices, make strategic ones that align with your style, topic, goals, and timeline.

Timeline is key. If your film festival circuit and impact campaign overlap, as has become more frequent, work closely with your team to ensure that every decision advances your overall goals in both areas, rather than creating roadblocks and potential pitfalls.

Hit the circuit with breathtaking digital assets, including a poster, trailer, website, impact pitch deck, and electronic press kit. Don’t underestimate how much attention you can bring to your film by crafting promotional materials that truly convey the feel and message of your film. These materials will be essential as conversations get underway with potential partners.

Once your film has been selected for a festival, build a plan to make the most of it. Many festivals offer their participating filmmakers one-on-one meetings with industry professional; these days, these meetings happen on Zoom. Online festivals still schedule happy hours and other networking activities. While we wait for in-person gatherings to come back, head to Zoom and make your presence known. You’d be surprised by how many fruitful conversations you can have in this way and how many provide you with valuable advice for distribution.

Be aware that the digital world can be greedy, and fairness to filmmakers is often not a priority. Just because something is possible doesn’t mean it’s always a good idea. Carefully consider your distribution stage and your film when deciding whether to participate in long streaming windows for film festivals, film series, or even semi-theatrical venues.

The good news is, we might not have to think about digital impact distribution for very long. For those of you who long to sit in a room and hear an audience react to your film or to hang out with colleagues after a fascinating industry panel, those days are fast approaching again. For those of you who have enjoyed the perks of the digital world, including the ability to reach large audiences worldwide, I anticipate that digital screenings and impact distribution through digital channels are not going anywhere. If anything, we are entering into a hybrid era in which online and in-person events will co-exist, starting this summer or fall and continuing for the foreseeable future.