Behind the scenes from top selling indie documentary through digital distribution
Exclusive
MacHEADS documentary director Kobi Shely is joining DocMovies to share his experience with DIY and digital distribution strategies he applied for his film. DocMovies aim is to to aid filmmakers in a host of areas related to DIY and digital distribution. We'll go behind the scenes to understand how the business of DIY really works. If you are documentary filmmaker, and wondering whether investing years in self promotion of your doc can generate profits from iTunes, hulu, snagfilms Amazon VOD and your DVDs, than you need to read the next series of articles dedicated to help filmmakers avoid mistakes, gain their rightful earnings and protect their documentaries.
MacHEADS Comprised of interviews with Apple's most ardent followers and fanboys, Kobi Shely's feature-length documentary offers a detailed examination of the cult of Mac while exploring the possibility that the company previously defined by its unwaveringly supportive community is fast becoming just another trendy brand.
MacHEADS went to become hulu and Snagfilms #1 most popular movies, and was the #1 documentary rental and purchase on iTunes and Amazon VOD, it was #7 top selling documentary of 2009 on iTunes. Following was distribution deal for CNBC and television deals all over the world.
Applying your film to digital distribution
The landscape for independent filmmakers has changed vastly since the days when agents, film festivals, government support, and TV execs determined whether or not your film would see the light of day. Today the Internet offers filmmakers direct access to a worldwide audience through digital marketing and distribution providing exciting opportunities for creative and financial self-sufficiency. Applying your film to the digital platform is now a viable choice for independent filmmakers to obtain revenues, while still taking advantage of the classic system of distribution that includes commercial screenings, festivals, television and DVDs. The challenge is how to maximize the potential of digital distribution services like iTunes, Amazon VOD, hulu, Snagfilms, and at the same time bolster your DVD, television and screening revenues. Keep in mind that who calls the shots, you or your distributors, will depend on the contracts you’ve signed with distributors. It’s a common misconception to think that all films can get on iTunes or Hulu. You will need to find a distribution company who manage contracts with the leading platforms. That also means that what ever profit you make splits twice, once with the digital service (iTunes, Hulu and so on) and again with your distributor.
"Keep in mind that who calls the shots, you or your distributors, will depend on the contracts you’ve signed your distributor"
iTunes, Amazon VOD, Hulu and Snagfilms Revenues in the U.S and Outside
The iTunes store is available worldwide, however, its market is primarily in the US. In Europe it's nothing to rely on.Canada is the second largest iTunes store, though the numbers there are slightly better, but still not really a factor for indie producers. There is also a major drawback, because each country has different distribution arrangements, you will need to find a distribution company that can sign contracts with iTunes UK, and iTunes Canada. Bubblegum is also a good revenue option outside the US. From what I know European distribution companies have no experience selling movies to iTunes and platforms alike. Double check when promised international distribution. The more distribution outlets your movie have, the more likely to gain profits. The iTunes U.S store is truly a revenue option. Selling a documentary on iTunes can earn a filmmaker around the high five figures number and for exceptional documentaries (Gary Hustwit's Helvetica) it can max to high six figure number. All depends on how much you reserved when signing a digital rights contract with distribution companies.
