Monday, September 21, 2009

Ten Principles of Hybrid Distribution

From Peter Broderick via Indiewire:

(I'll run the list down - go to the source for the details - MPB)

1. Design a custom distribution strategy.
2. Split distribution rights
3. Choose effective distribution partners
4. Circumscribe rights
5. Craft win-win deals
6. Retain direct sales rights
7. Assemble a distribution team
8. Partner with non-profits and online communities
9. Maximize direct revenues
10. Grow and nurture audiences

While hybrid distribution is the state-of-the-art model for the New World, it is not the best approach for all independent films. Some movies are better served by an Old World all-rights deal with an experienced distributor. The best distributors have resources, relationships, and expertise, which can be essential to a wide theatrical release. They may also have advantageous deals in place for VOD, DVD, and digital rights. If filmmakers do due diligence (by speaking with other filmmakers involved with the distributor they are considering) and are able to negotiate a fair deal, their best choice may be an all-rights deal. Higher budget, more mainstream features are better suited for an Old World approach.

Hybrid strategies are ideal for most documentaries. Lower budget, more distinctive features, like “Good Dick,” may also be better off splitting up their rights in the New World. Features with strong core audiences can also do well implementing a hybrid model. “My Big Fat Greek Wedding” used a theatrical service deal to gross over $241 million domestically.

Just as the development of digital filmmaking tools in the ‘90s meant that no one could stop determined independents from making movies, the evolution of hybrid distribution in this decade means that no one can stop tenacious filmmakers from bringing their films into the world.

John August weighs in here.

No comments: