The ten-part series The Beginner's Crash Course In Film Distribution distills some of the information contained within The Insider's Guide to Film Distribution into a useful mini-guide for independent filmmakers.

Part 10: Alternative Forms of Distribution

Advances in technology are completely rewriting the rules for film distribution. New avenues for distribution are constantly emerging and whether you're looking to the online film and television markets to secure traditional distribution or self-distributing via the Internet there's a viable alternative distribution method out there.

As most of you already know, movies on the Internet are exploding. Most major distributors are now releasing their movies on the Internet, and with some titles even the same day as the DVD release. But that's mostly studios, so what does this mean for the independent filmmaker without traditional distribution? It means an alternative, self-distribution method growing immensely in popularity everyday and, of course, a potential worldwide audience.

I've been a big proponent of self-distribution for a while, whether it be via platform release or the Internet. First, it's a great way to get your film out there. Second, if your self-distributed film does well, it's only a matter of time before a distributor picks it up. And with a proven sales record already, it can mean a sweeter deal for the filmmaker.

Self-distribution is becoming a more and more viable, and accepted, way to distribute. I know of a few instances where a filmmaker goes the traditional route and gets nowhere, then self-distributes and, as a result, they acquire traditional deals from major distributors. Furthermore, major producers are now looking into deals with the online distributors to distribute some of their content. As this form of distribution becomes more widely accepted and, eventually, part of the mainstream, the distributors will look more and more to the Internet for acquisitions. .

On-Demand Distribution

You can be sure more online On-demand retailers will be popping up, but here's an example of two major independent film On-Demand distributors:

CustomFlix

CustomFlix was recently acquired by Amazon.com and is the leading source for online self-distribution. With CustomFlix you have direct access to a worldwide audience. How does it work? Instead of pressing several hundred or thousand DVD's of your film and absorbing that cost whether the DVD's sell or not, CustomFlix will press an individual copy for each customer who purchases your film and ships it directly to them. In self-distribution, the elimination of inventory is a huge savings. CustomFlix will then split profits with you. Best of all, your film is out there and if it starts flying off the shelves, distributors will come knocking. Check 'em out at: www.customflix.com

CinemaNow

CinemaNow is a Video-On-Demand site which allows you to download movies onto your hard drive either for rental or purchase. They have a submissions process, but if your film is accepted it is put in front of a limitless potential audience. CinemaNow then splits revenue from the rental or purchase of the film with the filmmakers. You can find out more at: www.cinemanow.com

Platform Release

If you are seeking a traditional theatrical release and want to attract distributors, there's always the platform release. The platform release is a method also used by major distributors when they slowly open a movie in one or two cities, then rely on positive reviews and word of mouth to attract an audience before widening the release. If the movie falls flat, they yank it from the theaters before spending a huge amount of money. Independent filmmakers can also use this method to open their films, by showing their films at theaters, accumulating ticket sales and garnering as many positive reviews as possible. It's risky cause it's entirely at the filmmakers' expense, but, if it works, it can pay off big. Betsy Chasse, producer of the platform-released What the Bleep Do We Know, is interviewed in The Insider's Guide to Film Distribution and details how they acquired distribution using this method.