In recent years, major streaming platforms were hailed as the new saviors of the documentary film industry. However, they are now scaling back, laying off staff, avoiding political content, and focusing more on in-house productions. While theatrical releases have become less significant, live events and independent screenings, which suffered during Covid, are experiencing a resurgence.
As the distribution landscape shifts, the Hot Docs Film Festival brought together three industry experts to discuss innovative ways for documentary filmmakers to regain control over their films and reduce their dependency on traditional “gatekeepers.” The panel included Scott Glosserman, founder and CEO of event cinema company Gathr; Rachel Gordon, author of The Documentary Distribution Toolkit; and Jon Reiss, founder of 8 Above and a distribution consultant.
Here are seven key recommendations from their live discussion:
1. Leverage Participants to Build an Audience Did you interview influential figures for your film? Target their employees and followers with focused screenings. “These individuals already have social media followings and email lists,” said Glosserman. For example, Gathr leveraged the followers of Zen Buddhist master Thich Nhat Hanh for the 2017 documentary "Walk With Me," generating substantial revenue without a major city release.
2. Create Multiple Versions of Your Film Produce several versions of your documentary at varying lengths. A full-length feature might not suit a corporate event, but a 13-minute version could be perfect. Short films are ideal for live events as they can be paired with longer films, benefiting from shared marketing efforts. Gordon shared an Australian producer's approach, creating versions for educators, non-profits, and public broadcasters.
3. Allocate Resources for Distribution and Marketing Film schools focus on the craft of filmmaking, often neglecting the importance of audience engagement. Reiss advises filmmakers to identify their audience and connect with them by post-production. Allocate 30% to 50% of resources for distribution and marketing to avoid being unprepared when your film is ready for release.
4. Negotiate Your Rights Streaming platforms often demand exclusive rights across all categories. Negotiate to retain rights they won't use, such as educational or regional rights. Consulting a lawyer can help ensure you don’t give away unnecessary rights. Similarly, be strategic about festival premieres to avoid limiting future opportunities.
5. Explore Alternatives to Major Streamers Beyond Netflix, Apple TV+, and Amazon, consider smaller streaming services like kweliTV and SurvivorNetTV, which may align better with your audience. Reiss highlighted filmmaker Gary Hustwit’s use of Substack to share his films and full interviews, creating a unique distribution channel.
6. Thoroughly Vet Potential Partners Research and ask for advice when entering deals. Gordon recommends joining The D-Word, a free online community for documentary filmmakers, to get insights on potential partners. Reiss advises checking recent and long-term feedback on companies to ensure reliable partnerships.
7. Build and Utilize Email Lists Collect email addresses at screenings to build your audience. Email lists can encourage film viewings and measure impact. Glosserman used the example of Ron Finley’s film "Can You Dig This" to demonstrate how email invitations to community events can create meaningful engagement and social media buzz.
By Sal Framondi,
CEO/Founder, OPPRIME.tv
Producer, Black Filmmakers Matter
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