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MillimeterThe State of Movie Distribution
Mar 16, 2009 1:18 AM, Craig Erpelding
According to IFC, Sony Pictures, Blockbuster, and others, the dynamics are changing.
We all know that new distribution models and channels are popping up constantly, but some “niche” independent film companies like IFC, Magnolia Pictures, and Sony Pictures Classics are starting to fully embrace the shift from the traditional framework of “breaking” films—typically going from the movie theater, to pay TV/DVD, free TV, and back to pay TV model.
As media of all types clamor for additional content, more traditional Hollywood distribution-types are finding success utilizing somewhat of a backwards approach—an approach that incorporates initial distribution via Pay-per-view, Video On Demand, and iTunes.
“One-size-fits-all [distribution models are] the death of independent film,” says Eamonn Bowles, president of Magnolia Pictures, noting that in today’s vast media consumption environment all film projects cannot be treated in the same way.
Sony Pictures Classics President Michael Barker concurs, stating that every movie or video content company is looking at downward economic trends like the rest of the globe at the moment. Thus, with so many companies looking for content nowadays it is a great time to be a filmmaker.
“If you have a lower budget film, there are more opportunities to distribute your film today than ever before,” Barker says. “Each distribution company has a character, a make-up, a goal. If you’re looking for a distributor, you have to get into that distributor’s shoes and fill their problems.”
Even Blockbuster is opening their stores to films that have taken a non-traditional road towards success. According to Keith Leopard, content director for Blockbuster Entertainment, they are now open stocking movies that had a life on television before the big screen—a tactic they never would have accepted previously. Leopard also notes that the video rental giant has incorporated “indie” sections in about 1,000 of the 4,000 Blockbuster locations nationwide.
As a result, the doors seem more wide open for filmmakers to make an impact on even larger Hollywood distributors than ever before, it’s just that the proverbial “door” of these companies may be in a different location—a wider range of film festivals, web series, or even YouTube popularity could be more important than ever before. But, it’s important to not forget the overall “character” of your project, says Barker, “the danger for your project is if you choose the wrong model.”
For more on the state of distribution check out these articles:
Experimental Distribution: Film Festivals Go from Here to Awesome
Continue the discussion on Crosstalk the Millimeter Forum.