On Distribution for Documentaries:

These were the questions and comments posed:

Hi Russell, Thanks for the informative post here. Seeing that you are a distributor and broker my question to you is do you find it beneficial or productive in most cases for a documentary to speak to distributors while seeking funding? Does it lock you in to a deal in any way? I’ve been working on my film for some time now and I have been trying to find corporate sponsors, individual donations and a celebrity to come on board but the one thing I haven’t spent time on is contacting distributors at this stage. (The only exception is I’ve had a conversation with Fathom Entertainment about doing one of their one night digital screening engagements and they are very interested but won’t commit to anything until seeing a finished film.) Do you think I’m missing an important step here? I just have read so much about self distribution these days and have not decided which way I will go yet. Of course if I could get a good distribution deal that doesn’t include all inclusive rights, I’m sure that would help get my funding. I’m interested to hear your thoughts when you have some time.
Thank you.
Regards,
(removed)

This was my response:

Hi (removed)

Lets see if I can answer your question this way. Technically speaking, you should have been discussing your project with distributors before you began. This is a huge mistake indie filmmakers make. The studios have distribution in place before they begin making the film, so why not the indies? Just because they have it in their back pockets, why would we, as indie filmmakers, do it any differently? This is part of the packaging process and if this element is solidified prior to pre-production, the rest of your struggles would become easier…i.e. finding celebs, etc. People with name recognition do not usually gravitate toward a project that 1. Is not fully funded (meaning you can’t directly “hire” them) and 2. Does not have distribution. (even if you CAN pay them, they don’t really want to do something that nobody will see)

On self-distribution: Three words…don’t do it. If your forte (and best spent time) is in making the film, why would you wish to utilize your time to peddle your final product? You efforts will be trial and error, financially wasteful, and slow. (and most times a significant combination of all three) The only way this works is if you’re a distributor/broker that decides to make your own film. I did this a few times and simply hired those that could do what I could not do, or felt I was not proficient at and then I did my thing. I come from the production-side (mostly on the executive level) so hiring people is one of the things I do best. For me, it’s win-win, but what I tell filmmakers (who have no background in exhibition or distribution) is leave it up to those who do.

When you talk with any distributor/broker at any level, 99% of the time, you won’t be locked in to anything. Not because of you, but because they don’t want to be locked. (This is why they will always want to see at least the rough cut before you get paper)

Get a commitment for distro and you’ll find it easier to get corporate sponsors as well.

On Fathom: They’re in the business to make money. I would make very, very sure that if they receive money from you, that you’ll get a return. Personally, there are plenty of places you can screen for little or no cost in any given city, so again…tread lightly.

On the important step: That step is packaging. If you’ve seen my posts, I type this word probably more than my signature. A proper package will get you everything else you need. If that process is taking too long (the getting, I mean) then either your package is wrong, or you knocking on the wrong doors. Elementary my dear, (removed).

On “all inclusive”: If the right company wants your film, why would you not want an all-inclusive? Let them do their thing. That gets you back on to your next project. If you line itemized a paycheck for yourself, why would you not duplicate that very process again and again. Even if you don’t see six zeros on the back end, you’ll have a job for the rest of your life, probably doing what you love the most.

Before I can speculate on your project, I’d have to know more about it, the subject matter, the package you’ve created, etc. Then as part of pre-pro, I would have done some research to see if anyone even wanted to see what you intend to talk about. That might be why you can’t get a celeb to get on board. If they don’t dig it, what makes you think an audience will?

Hope this helps. Keep me posted on your progress.

Best regards,

Russell Hess