THE DEF GUIDE
(THIRD) PARTY PEOPLE You may have heard the term ‘film aggregator’ thrown around. An aggregator takes a direct-to-consumer approach, putting your film on platforms where it can be purchased, rented or streamed, like the Apple Store. They generally don’t help with other forms of dissemination, making them distinct from a film distributor. Certain platforms present obstacles to uploading, requiring that you meet a set of criteria – like having several feature-length films already in circulation. In these cases, an aggregator would come in handy. Others, like Prime Video, are open to all submissions regardless of your credentials. Like any third-party service, aggregators come at a price. The exact fee might be a one-off payment, a profit percentage or a mixture of both. Weigh up whether you need an aggregator at all – or whether you can achieve your goals through other means. This
distribution company, you’ll need to be familiar with their existing catalogue. Some companies – like MUBI and Park Circus – champion independent, international filmmakers, while others – like Warner Bros. and Universal – are well-seasoned in selling Hollywood blockbusters. Where does your film fit? If you’re opting for self-distribution, audience awareness is even more essential. To properly market yourself, you’ll need an in-depth understanding of independent and chain cinemas, streaming services and the like. You may consider hiring a PR firm to share your film with critics, festival programmers and others who have industry sway. If you’d rather go it alone, there’s no rule against being your own marketing manager. You don’t need a big budget to generate buzz – social media often does the trick. If you have a well-crafted press release, a compelling trailer and a couple of stills, that may be enough to attract attention.
particular landscape is also ripe with scams, so be sure to do your research and ask for referrals.
BALANCING ACT At the end of the day, your film is your work – but to maximise exposure and earn more money, you may need the help of agents, distributors and aggregators. The path you take depends on your goal. Is it to enjoy a theatrical release? To see a successful film festival circuit? Or to go straight to streaming? Do some introspection to find the balance between commercial and creative. Do you have the connections and sales chops to self-promote? Or would a third party be worth the price? No matter how you bring your movie to the masses, we promise you’re not ‘selling out’. Earning your fair share on an early project – and getting your name out there – will only grant you greater opportunities down the line.
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