So… what happens after the film is completed? The distribution journey
Simple, it gets to the cinema or a streaming platform, so it is available for viewing, right? Well, it is actually a bit more complicated than that.
First of all, the process of getting a film to a screen is not a straight line. There are plenty people involved, working collaboratively and simultaneously. Let me walk you through it. Let’s say you've made a film, great job! It’s Oscar-worthy! But you need to get it distributed in different countries, not only to get those coveted nominations, but most importantly, to recoup the money.
Distributors across the world will be interested in acquiring your film in order to have the right to exploit it within their territories. Acquisition can sometimes happen at earlier stages, before the film is even produced. However, for the sake of simplicity, let’s assume the source of funding is private equity, such as yourself (you strong independent woman, you). In that case, you’ll still need to secure distribution in many territories, but… where do you find distributors that could be interested in acquiring your film? Well, luckily film markets are the exact place to do that. They do not look like your local corner store, but the concept is quite similar. Under a roof, there are dozens or even hundreds of sales agents from all over the world, representing filmmakers that aim to get their films distributed. These markets tend to be held in association with festivals, such Sundance, Toronto and Cannes, but that doesn't always have to be the case.
At this stage, you will probably need a sales agent to act on your behalf and sell the rights of your film to distributors all across the globe. As a producer, you could attend to these markets and try to sell the project by yourself. However, sales agents can certainly facilitate the process and can possibly get better deals. They do not only connect the market to distributors, but also create sales estimates, assess the commercial value of the production, promote the film within the market, and manage relationships. Sales companies aim for leverage and have a profile at the market, getting multiple bids and commitments from distributors, with the aim to hit your budget recoupment.
Film markets are very crowded. There are several distributors from each territory, as well as sales agents, and they all usually acquire a given reputation according to their offering. For example, releasing only horror films, strong A-list projects, non-expensive marketing campaigns, etc. Acquisition has to align with branding, finance, and the market. It's not only about the quality of the film, but also the company.
Having a good understanding of each other, sales companies tend to know what distributors are looking for. Similarly, distributors have an idea of what they are looking to acquire within a market. Otherwise, they would go mad with the amount of films available. Just think about it… hundreds of sales agents with several projects and only a few days to finalise bids. They have to be very selective. In your case, in order to encourage potential distributors to acquire the film, the sales agent would hold private screenings and invite them to watch. However, if the film doesn’t align with their brand, they will simply walk out. Nothing personal! Attending film markets is not free, so every minute counts.
Film festivals are not only meant to showcase international independent cinema, but also act as a point of meeting for industry professionals. They are an excellent opportunity to network with not only distributors and sales agents, but also executives, producers, financiers, agents, writers, and pretty much everyone involved in the industry. After paying an entrance fee, everyone is able to participate in the events held behind the scenes, such as private screenings, workshops, parties, seminars, etc.
Let’s suppose your film has been closed in all territories after arriving at a distribution agreement (leasing, profit-sharing). Now, distributors from across the world will work with exhibitors to license and determine the best strategy to open your film in their territories. According to the commercial qualities of the project, it could have a wide or limited release, be available at certain theaters according to their location or reputation, etc. At this point, there are also negotiations around marketing, censorship, TV spots, trailers... you get the idea. Everything is planned strategically in order to find an audience for the film and make the cost worthwhile. For instance, have you ever wondered why massive blockbusters tend to be released during the summer? During holidays, younger people are more likely to leave their houses and go to the cinema with their friends or families, making it a prime time for mainstream releases. Similarly, films that are likely to contend in the award season tend to be released in the autumn, to be fresh in the mind of voters. Therefore, if your film is Oscar worthy, you would want to release it towards the end of the year in order to increase the chances of getting nominations. Distributors will also work with exhibitors to keep sustaining your film in theaters for the longest time possible to maximize revenue. If ancillary rights are included within the deal, they will also continue to exploit your film in further formats such as soundtrack, novelization, etc. Then, according to the agreement, the income generated will be distributed among all parties. As pre-established fees are kept and expenses are recouped, they pass it down the chain to the following participant. Finally, with you being the sole producer and source of funding, the remaining profit goes to your pocket, and hopefully there is no loss!
As you can see, the process of getting a film released is incredibly extensive, involving a vast amount of people. They all play a fundamental role to keep cinema up and running. So it is not impossible to get your Oscar-worthy film out there! In order to connect with worldwide audiences, recoup your money and get the attention of Academy voters, you just need to find the right people to work with.
