Anne Thompson’s recent post on ‘changing tactics’ for independent film distribution shows how tenuous things are in the game these days and how much digital is becoming a part of all distribution strategies. She proposes that self-distribution is becoming increasingly attractive and/or viable, with films like BOTTLE SHOCK and GOOD DICK entering into service deals rather than going the straight distribution route.

But the idea that “filmmakers don’t have to give away the store with DVD deals anymore” seems a little premature, at best.  Especially for independents, revenue on digital download and streaming is not even in the ballpark with DVD yet.  This is partly because the independent audience skews a bit older and slower to pick up on tech (obviously, some indie films do have very young demographics). Partly it is because the majority of sales right now are on iTunes, and iTunes are basically like Blockbuster in terms of what sells and what they offer.  Mostly it is because way more people rent and buy DVDs, even still, than have the means or desire to watch them on a download.

It may seem like a coup to retain digital rights if you do a DVD deal but you may be shooting yourself in the foot.  A good distributor will manage your digital rights in concert with the DVD to make sure you see the maximum revenue on the balance sheet.

The film business has always been a high-risk venture, but now at the onset of a deal, the willingness to give is at an all-time low. Filmmakers want to hold on to whatever they can, in hopes they can parcel off rights for some benefit in case one or another distribution partner fails.  Distributors want every right, so that they can consolidate their campaigns and also have different avenues to fall back on if one strategy fails.  The only protection you have as a filmmaker ultimately is to know who you’re getting in bed with and their track record- or to do it yourself, but armed with a lot of knowledge and some good consultants.

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