I met Danielle DiGiacomo of IndiePix at Sundance a couple of years ago and since then have enjoyed working with her on a couple of different things- my company will be distributing a film she associate produced, and we both screened films for the Tribeca Gucci Documentary Fund with IndiePix Studio‘s incoming head Ryan Harrington.  She is an insightful and dedicated documentary lover with a unique perspective on digital distribution.

[I]nfinicine: What made you interested in working with an online video market like IndiePix? Was it just the films or were you a techie type?

Danielle DiGiacomo [DD]: Although I was more proficient at say, recording 90210 episodes onto videotape than my mother, I would never dare to call myself a “techie.” I fell into IndiePix because of the serendipitous meeting (through my great friend and head of Narrative Acquisitions, Jordan Mattos) of IndiePix visionary Bob Alexander, the need for a job, my love of independent film, commitment to documentary, and a rapidly shifting industry that allowed a small, flexible company to meet previous unfulfilled needs of independent filmmakers.

[I]: What do predict for the future for indie filmmakers in terms of distribution options? Do you think there will still be theatrical options or will things be mostly online?

[DD]: I think there will always be room for theatrical, but I think studios and filmmakers have to start being more strategic about it. I don’t think the blanket strategy of marketing all independent films the same way is working anymore; even mini-majors need to shift their thinking about getting an audience into the cinema.

That said, I think that filmmakers are waking up to the fact that, despite its cache, theatrical is not only a money-loser but also not the way to attract the biggest audience possible. Theatrical has never been viable for more than a thimble-full of independent filmmakers. So, yes, I think theatrical will always be there, but more and more films will roll out theatrically in a different way (for example, day-and-date models). No one can predict the exact future of what will take off online and which models will be the most financially viable, but something will surely take off.

[I]: How technically adept are most of the filmmakers you work with at IndiePix at this point in time? Can you talk about the challenges filmmakers have with negotiating technology?

[DD]: Everyone is different, but I don’t think it’s that hard to be technologically savvy. 98% of the people I know have either an iPod or an iPhone, and most online technology is relatively user-friendly for people of our generation — particularly people who shoot on HD Cameras and edit on Final Cut Pro. What I do see a broad range in is the level of business and self-marketing strategy that filmmakers have. There is a spectrum ranging from super-savvy (think the 4 Eyed Monsters and their mastering of viral marketing, podcasts, MySpace, etc.) to nearly clueless (those filmmakers who never thought of where their film would possibly end up after the final cut). We have some filmmakers who have done loads of leg work promoting their films through the Internet, and know about every online or viral service available. It really is a full time job keeping up, but independent filmmakers absolute HAVE to think about their potential audience and distribution/marketing strategy even while in development stages.

[I]: What has been the evolution for IndiePix so far in terms of the way it tries to sell films and what do you see as the future strategy?

[DD]: IndiePix has evolved and expanded rapidly in the past three years. After starting out as a catalog with a Download-to-Own capability, we rapidly expanded to distributing exclusive DVDs on our website, and since then, have opened up channels in the retail, brick-and-mortar markets, and have even started doing some small theatrical and international television sales. We also have cemented a strategic partnership with the Cinema Guild to handle the educational market.

Recently, we launched IndiePix Studios, which will be under the direction of Ryan Harrington (formerly of A&E IndieFilms and Tribeca Gucci Fund). This will serve as one-stop shop for filmmakers. Each film is different and requires different focus and distribution strategies. We try to have very personal relationships with the filmmakers to make sure we maximize the possibilities for their particular film and capitalize on our mutual resources.

[I]: What advice would you give a filmmaker who is just beginning their project in terms of thinking about digital sales?

[DD]: Keep your digital rights or give them to IndiePix . Seriously though, if you do give away your digital rights, give them to a company you can really trust, and for no longer than 3 years at a time. Do your research and talk to other independent filmmakers about their experiences. And attend as many panels and receptions as you can. Knowledge is power, and it is helpful to have honest advisors in the community.

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