Online film distribution

 Pro's and Con's of Online film distribution

In reality, there are two types of independent or low budget filmmakers. There's either a) the type who lurk in anonymity because they are so indie that they don't even tap into the small audience of “mainstream” independent filmmakers or b) mainstream independent filmmakers waiting for their big break. In this scenario, the common denominator is that they're both waiting for the man to make their next move.


Advantage: Money

Traditional distribution is expensive and often doesn't receive a lot of gain. If films do get picked up, they do so in a small number of theatres, receive too little attention to marketing and are generally not accessible to a majority of the general public. Taking control with digital distribution ensures some money back into the independent filmmaker's pocket. Oftentimes, the money will be vastly more than most filmmakers would make in a small theatrical release.


Disadvantage: Money

Let's think in realistic terms. Digital distribution might make you money, but it won't make you much. Filmmakers including documentarian Morgan Spurlock have spoken loudly about how unprofitable the medium is today, but have also spoken promise about its future delivery. The method (as an exclusive means of distribution) is still new and untraversed. Audiences are still having to adapt their mind set of the internet being a free service to paying for online content. For films especially, it is not popular to pay for a film online when there is so much free content. It will get there, but it's certainly not there now.


Advantage: Range

In limited releases, it's difficult to reach a wide array of audiences. There's no telling that in these small releases that your film will even find the target audience. Digital distribution eliminates this worry. By submitting your film online for viewing, you allow your audience to find you. If you've sufficiently and effectively marketed your film online, your tech savvy audience will have no trouble finding you online. Between two clicks your film will not only be viewed, but also shared among their communities.


Disadvantage: Marketing

Marketing in digital distribution is as, if not more, important than marketing for traditional distribution. The online world is extremely competitive and, as they say in the biz, noisy. There are multiple interferences between your film and its viewer related and unrelated—it's overwhelming to try and consider it all. A strong marketing strategy has to accompany any digital distribution strategy. In fact, the two should parallel. This doesn't necessarily mean shelling out the big bucks, but it does mean being creative with your resources (i.e. money and film content). Your audience will find you, but they have to know to look for you.


Advantage: Keeping up with technology

It would seem that the internet were a lurking demon in the film industry. There's a nearly obsessive fear of films leaking online or being spoiled by bloggers. Digital distribution is a way of fighting back. Online distribution takes a jab at these would-be pirates by making their services irrelevant and redundant. It recognizes the format the audience wishes to view films and how – free, in their personal space and whenever it suits them. Digital distribution is certainly miles away from eliminating piracy but it does pose a valiant threat. Your audience is certainly busy and you have plenty of competition for their attention, but you can't win if you're not in the fight.


Disadvantage: Destroying Art

Depending on how loyal you are to the idealized art form of film, digital distribution can be seen as a contribute to the slow death of theatre-style viewing. Audiences are preferring to see films on their computers, on their iPod's while they're on the go and to an extent, on their televisions. If people are willing to pay for films, they aren't willing to pay for the inconvenience of going out to the theatre to do it. Digital distribution plays right into this hand and exclusive use of it actively condones this behaviour. It's not a problem if you're not too attached to the traditional cinematic experience. If you are, then I suppose it's all down from here and you can't beat the good ol' days.