Self-distributing a film can seem intimidating, but it offers a powerful way for filmmakers to retain control over their projects and connect directly with their audience. While the process demands effort and careful planning, the rewards can be significant. In this post, I’ll walk you through the essential steps to successfully self-distribute your film, drawing on practical examples to help you navigate this path and maximize your film's potential. Here's a guide on how to successfully self-distribute your movie:

1. Pick the Right Project

Before embarking on the self-distribution journey, ensure your film has a marketable angle. Films with a pre-existing audience or fanbase, such as indie horror films or documentaries on popular topics, tend to perform better. Alternatively, films with trending subjects tend to generate word-of-mouth marketing.

For example, when we worked on Pandorica, we knew its sci-fi angle would attract a specific audience. Films that already have a following, like genre films or documentaries on current issues, usually do better with self-distribution. We expanded Pandorica by creating a prequel story and turning it into a comic book by a DC Comics illustrator. This helped us not just with sales but also with building a stronger connection with our audience.

2. Know Your Audience

Understanding your audience is key. Engage with potential viewers on social media to learn what they like. This will help you shape your marketing strategies and make sure your film’s online presence is effective.

We interacted with sci-fi fans on social media, sharing sneak peeks and concept art from Pandorica. This helped us understand what our audience wanted and allowed us to adjust our marketing efforts accordingly.

3. Use Social Media

Social media is a great, low-cost way to promote your film. By sharing things like trailers, posters, and behind-the-scenes clips, you can build a community around your project.

During the distribution of Pandorica, we shared every step of the process online. This didn’t just give us content to post but also kept our audience engaged and interested in the film.

4. Submit to Film Festivals

Submitting your film to festivals can provide exposure, build buzz, and offer networking opportunities. While submission fees can be high, the potential benefits in terms of visibility and credibility are significant.

Even though we mainly focused on DIY distribution, we also entered Pandorica into a few select festivals. This gave us some extra exposure and helped us secure later distribution deals.

5. Consider Online Platforms

Look into distributing your film on different online platforms. While big names like Netflix are competitive, smaller platforms like Indieflix can be easier to get onto and might offer a revenue-sharing model.

We chose Vimeo on Demand to sell Pandorica directly to our fans. To boost sales, we included discount codes in the comic book we created, which linked directly to the film on Vimeo.

6. Think About Aggregators

Aggregators can distribute your film to major video-on-demand platforms for a fee. They handle the technical side, letting you focus on marketing and engaging with your audience.

After our DIY efforts, we eventually got an international digital distribution deal for Pandorica with Indie Rights in the US. This allowed us to reach a wider audience while still keeping some control over the film.

The choice between using a film aggregator and self-distributing depends on the filmmaker's resources, technical expertise, and distribution goals. aggregators offer convenience and broader platform access but at a cost and with less control. Self-distribution provides maximum control and potential for higher returns but requires more time, effort, and marketing savvy from the filmmaker. 

Top Platforms for Self-Distribution

• Vimeo On Demand: Known for its robust content monetization capabilities, Vimeo On Demand allows filmmakers to implement various revenue models such as advertising, pay-per-view, or subscription-based access. This flexibility empowers creators to tailor monetization strategies to their specific goals and audience preferences.

• Amazon Video Direct: This platform allows filmmakers to upload their films and make them available on Amazon Prime Video. It provides a straightforward way to reach a large audience, although competition is high.

• iTunes and Google Play: These platforms are popular choices for video-on-demand distribution. They require going through an aggregator to handle the technical requirements and ensure proper delivery.

• Mubi: Known for its curated selection of films, Mubi is a great platform for independent filmmakers looking to reach an audience that appreciates unique and thought-provoking content.

• Seed&Spark: This platform combines crowdfunding and film distribution, offering a holistic approach for independent filmmakers. It emphasizes diversity and inclusion, supporting projects that represent a variety of voices and perspectives.

• IndieFlix: This streaming platform supports independent filmmakers by focusing on social impact content. It offers a revenue-sharing model and community engagement, making it ideal for creators prioritizing meaningful storytelling.

• Fandor: Fandor offers a curated selection of independent, international, and classic films, providing a specialized space for filmmakers to showcase their work to an audience seeking diverse narratives.

Pandorica: A Practical Example

The first DIY distribution project I undertook involved uploading the film Pandorica on Vimeo and selling it directly to our fanbase. We enhanced this strategy by creating a prequel story, which was subsequently adapted into a comic book by a DC Comics illustrator, at a cost of approximately $600.

We negotiated a deal to pre-sell 10,000 copies of the comic to a subscription-based fan box service, Loot Box, for £1 each. The comics were mass-produced at 19p per unit, yielding a substantial profit margin. Additionally, each comic included a unique code on the back, which offered a special discount for the film on Vimeo. We provided Vimeo with a CSV file of these codes, which facilitated targeted promotions to the Loot Box audience.

This entire process was documented online, providing ample social media content and further amplifying buzz around the film. This strategy ultimately culminated in securing an international digital distribution agreement with Indie Rights in the US, allowing us to retain rights for direct distribution to our audience.

With Pandorica, our approach wasn’t just about selling the film—it was about creating an experience. We used everything from the prequel comic to social media documentation to engage our audience, which helped us build momentum and eventually secure a broader distribution deal.

Common Questions and Answers

Q: How can I fund the distribution of my film?
A: Crowdfunding platforms like Kickstarter can help raise money for distribution costs like marketing and theatre rentals.

Q: What are the benefits of self-distributing a film?
A: You keep control, engage directly with your audience, and potentially earn more revenue.

Q: How do I choose the right platform for my film?
A: Consider your film's genre, target audience, and budget. Some platforms cater to niche markets, while others have a broader reach. Research each option thoroughly to make an informed decision.

Q: Is self-distribution a viable option for all filmmakers?
A: Self-distribution offers greater creative control and the potential for higher revenue, but it requires significant effort in marketing and audience engagement. It's best suited for filmmakers willing to invest time in building a direct relationship with their audience.

Q: What are the benefits of using an aggregator for distribution?
A: Aggregators handle the technical aspects of distribution, ensuring your film meets each platform's standards. They can save time and effort but often charge a fee or take a percentage of the revenue.

Self-distributing your film takes work, but with the right planning and tools, it’s a viable way to get your film out to the audience you want to reach.