Variety reported last week that the digital distribution “revolution” is starting to seem more like the Seven Year’s War as filmmakers and distributors see little to no revenue online. While there have been a few highly-trumpeted success stories, even the most advised course of non-exclusive deals with a number of high-profile online markets can yield little in the way of revenue for independent filmmakers without the marketing and exposure of a big theatrical or television release.
There are two points to take away- number one, think about traditional media first. Don’t ignore online & VOD but make sure your higher-yield ducks are in a row first. Two, consider your online marketing as a separate entity. Your film may not have the cache of SLACKER but if you are able to offer an online market an exclusive extra it may make the property more valuable to them, which could result in a better deal or increased promotion.
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mike added these pithy words on Nov 04 08 at 9:20 amUnfortunately, consumers look for trusted brand names, especially when it comes to online buying decisions. If your movie isn’t in a theater or they can’t Watch It Now on Netflix, it’s hard to get them to plunk down cash, even if the content is targeted to their interests. I think for a first indie feature, you exhaust the “higher yield ducks” first, then find a site to stream it free that hopefully includes ad revenue sharing. Finding an audience for your next feature might give online/vod more value than the non-existent amount of money you stand to make.
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