Film Distribution for Indie Filmmakers [How To Sell Your Movie!]

film distribution

Film distribution is the process of making a film available to the public. There are various ways to distribute a film, and it can be a complicated process for indie filmmakers.

As an indie filmmaker myself, I understand all too well how overwhelming the film distribution process can be! When my production company secured distribution for our feature film, Spin The Wheel, it was not an easy process!

Making the film is hard enough – by the end of the independent film creation process, you still need to learn about how to get your movie seen by real, live people!

These days, the traditional gatekeepers, such as distribution companies, are less important, and it’s all about the indie filmmaker‘s ability to sell the film themselves.

In this article, we will explain what film distribution means, the different methods of film distribution, and the newer methods for indie filmmakers, in particular, to sell their feature films.

By understanding film distribution, you can make better decisions about how to get your feature film seen by the world!

What is Film Distribution?

infographic defining film distribution

Film distribution is an often overlooked aspect of filmmaking.

It involves a complex network of vendors, programs, and services that connect filmmakers with viewers to get their projects seen.

At its simplest level, distribution is how movies are taken from independent filmmakers (or more traditional production houses) to theaters, television networks, streaming services, video-on-demand providers, home video outlets, and more.

But what makes distribution an especially unique part of the film industry is how it helps bridge the gap between art and commerce by allowing visionaries to have their stories heard and watched on the big (or small) screen and be justly compensated for it.

What is a Distribution Company?

A movie distribution companyโ€™s job is to get films from the creatorsโ€”like producers and directorsโ€”to the people who want to watch them.

These companies work with all kinds of films, from small indie projects to huge Hollywood blockbusters. Their main focus is to make sure people around the world can enjoy a wide range of movies.

Distributors handle a lot of behind-the-scenes work. They make deals for the movies they take on and handle marketing, promotion, and publicity. This gives filmmakers the support they need to get their movies noticed.

While their goal is usually to boost box office sales, they do more than just make money. They connect fantastic movies with fans, helping bring amazing stories to life for everyone to enjoy.

That said, thereโ€™s a catch. Distribution companies often prefer working with big studios or well-known producers over brand-new indie filmmakers. So, getting a deal as a newcomer can be a challenge.

film distribution

What are Common Distribution Channels?

The film distribution process can be especially difficult for indie filmmakers. Luckily, there are a few ways to distribute a feature film, but each comes with its own pros and cons.

1. Distribution Companies
This is the most common option. Distribution companies already have partnerships with theaters, theater owners, and sometimes streaming platforms. Theyโ€™ll work out deals to show your movie in theaters or release it on home video or streaming services.

Sounds great, right? The catch is that working with these companies can be expensive. Plus, getting them to even consider your filmโ€”especially if youโ€™re new to the gameโ€”can be tricky. It helps to have good connections.

2. Online Platforms
Platforms like Vimeo or YouTube are another route. Theyโ€™re great if youโ€™re looking to reach a big audience without waiting for a distribution company to notice you.

The downside? Itโ€™s hard to build enough buzz to get people to click โ€œplayโ€ on your movie. Also, unless you already have a huge following, you probably wonโ€™t make much money here.

3. DIY (Do-It-Yourself) Distribution
This is the most hands-on option and also the hardest. With DIY distribution, you take control of everything: getting your movie into film festivals, convincing theaters to show it, and promoting it yourself.

If you can pull it off, it can pay off big. But make no mistakeโ€”itโ€™s a grind. This option takes serious time, effort, and dedication. Itโ€™s definitely not for everyone (it wasn’t what my team chose to do).

No matter which routes you choose, distribution will always be challenging. But remember that every filmmaker has to go through it, and there is always a way!


Here’s a great video on the different types of film distribution methods for indie filmmakers!

Types of Film Distribution

how to distribute a film infographic

If youโ€™re a filmmaker, knowing how movie distribution works is a must. After all, whatโ€™s the point of creating a film if no one sees it?

Letโ€™s break down the different kinds of distribution deals available to indie filmmakers. Some are more traditional, while others lean into newer, more modern methods. Each option has its ups and downs, so letโ€™s get right into it!

movie theater, movies, entrance

Theaters/Cinemas

The thrill of seeing your movie in a packed theater with an excited crowd is the stuff of every independent filmmakerโ€™s dreams.

The traditional way to achieve this is through theater distribution, which can be one of the most challenging routes for indie filmmakers.

The advantage of this method is that it gives your film a wide release and gets it seen by many people.

The downside is that it can be expensive to distribute a film this way, and there’s no guarantee that people will actually go and see it. Ticket sales and the box office drive this format, so having a large target audience is vital.

In addition, theater distributors are notoriously picky, meaning if you don’t have a production value and star-studded cast that can compete with major studios, then chances are your film won’t get shown in theaters.

Sometimes, an independent theater in your town or city will let you rent out that theater for a private screening – this self-distribution channel is pricy but can be worth it!

Fortunately, more options are available today than ever, such as virtual theatrical screenings, alternative or independent theaters, and special one-off limited screenings at festivals and special events that can reach audiences who want to watch indie films on the big screen.

This is likely the best method for indie filmmakers who want to see their films on the big screen. It can involve anything from holding small screenings in local venues to organizing a full-scale film festival tour.

A great festival run can garner enough interest from distributors to take a chance to show your movie in theaters.

While this option requires more work on the filmmaker’s part, it can be a great way to build buzz around the film and generate distributor interest.

Television/Cable

Television and cable channels remain promising avenues for indie filmmakers, even in today’s digital age.

By partnering with TV networks or cable providers, indie films can gain exposure far beyond what a limited theater run might offer. This means your film has the potential to be showcased in households nationwide and possibly even on an international scale, all at once.

A significant advantage? Your film’s presence lingers. Instead of a short stint in theaters, it can remain accessible on TV for extended periods.

For indie creators aiming to maximize their audience reach, exploring TV and cable distribution is a smart move. To navigate this route, consider teaming up with a seasoned sales agent. They can help secure a distribution deal, either post-theatrical release or as a primary distribution strategy.

DVD and Blu-Ray

Getting your indie film onto physical formats like DVD and Blu-Ray might seem old-school in the age of streaming. However, there’s a dedicated market of collectors, enthusiasts, and those who cherish tangible media.

Start by researching distributors that have a penchant for indie films. When approaching these distributors, it’s crucial to have a well-prepared press kit. This kit should encompass a synopsis of your film, a director’s statement, bios of the cast and crew, production stills, and any accolades or festival appearances your film has garnered.

Another avenue to explore is attending film markets. Events such as the American Film Market (AFM) or the European Film Market (EFM) serve as platforms where filmmakers can directly engage with distributors and pitch their films. But remember, the quality of your film is paramount. Ensure that every aspect, from sound and visuals to packaging, exudes professionalism. A polished product is invariably more enticing to distributors and end consumers.

If traditional distribution routes don’t pan out, self-distribution is a viable option. Some companies cater specifically to indie filmmakers looking to take this route. They offer services that can help you produce and distribute DVDs and Blu-rays on your own terms.

Once you have your physical copies, it’s time to engage your audience. Use social media, email newsletters, and your film’s official website to announce the DVD and Blu-Ray release. Offering pre-orders can gauge demand and might even help cover some initial production costs. Additionally, forging retail partnerships can be beneficial. Local video stores, bookstores, or even coffee shops might be open to stocking your film, especially if there’s a local connection.

Lastly, to make your physical release stand out, consider adding special features. Behind-the-scenes footage, interviews, or commentary tracks can add significant value to your DVD or Blu-Ray.

Digital Streaming Services

With the rise of digital technology, indie filmmakers now have unprecedented opportunities to share their films with global audiences.

Streaming platforms are one of the most effective ways to distribute your work, offering both wide reach and the ability to track viewer engagement.

These platforms are typically categorized into three types: TVOD (Transaction-Based Video on Demand), SVOD (Subscription-Based Video on Demand), and AVOD (Advertising-Based Video on Demand).

Transaction-Based Services (TVOD)

TVOD platforms like iTunes, Amazon Video, and Google Play allow viewers to rent or purchase films individually. This “pay-per-view” model works well if you have strong marketing or a dedicated audience, as the revenue depends directly on how many people buy or rent your film.

One of the best things about TVOD is the control it gives filmmakers. You can upload your film, create a custom page, and set your pricing.

Since these platforms are available globally, even a small indie film has the potential to reach audiences worldwide.

That said, success with TVOD often depends on how much effort you put into marketing and promoting your film. If youโ€™re ready to put in the work, this can be an excellent option to maintain control over your project and maximize your profits.

Subscription-Based Services (SVOD)

SVOD platforms include major players like Netflix, Hulu, Disney+, and Amazon Prime. These services charge viewers a monthly fee to access a library of films and shows.

For filmmakers, landing a deal with an SVOD service can mean global exposure and a solid payout (usually a flat fee).

However, itโ€™s not easy to get your film accepted. Most SVOD platforms work with established filmmakers, studios, or distributors.

This makes it a tough market for indie filmmakers to break into without a strong track record or significant buzz around their project.

Advertising-Based Services (AVOD)

AVOD platforms like Roku, Tubi, Pluto TV, and Crackle offer free access to films, generating revenue through ads shown during playback.

These platforms are a great way for indie filmmakers to reach large audiences without requiring viewers to pay upfront.

AVOD can also be more accessible for independent films, with many specialty platforms focusing on specific genres or niche audiences.

While the revenue might not be as high as other models (it typically comes from ad shares), AVOD is a great way to build your filmโ€™s visibility and reach new fans.

Virtual Theatrical Releases

Beyond streaming platforms, virtual theatrical releases are another interesting option for filmmakers.

These allow you to create a theater-like experience online, offering live or on-demand screenings of your film. You can even add interactive elements like live Q&A sessions, behind-the-scenes content, or real-time chats with your audience.

Platforms like Eventive and Virtual Cinema make it easy to host these events, which can help you build a loyal fan base and create a one-of-a-kind experienceโ€”all from the comfort of home.

However, the success of virtual theatrical releases depends heavily on your promotional efforts and audience engagement.


Streaming Services as a Tool for Indie Filmmakers

What makes these distribution methods so appealing is their accessibility and cost-effectiveness.

While traditional theatrical releases often require large marketing budgets, digital platforms let filmmakers with small budgets share their work with audiences around the world.

Each type of streaming service has its own advantages:

  • TVOD offers full control over your film and global reach.
  • SVOD provides major exposure but is harder to access.
  • AVOD makes it easier to connect with niche audiences.

YouTube and Vimeo

Another option is to release your film online through a streaming service such as YouTube or Vimeo. This can be an excellent way to reach a wider audience, as people can watch the film at their convenience.

However, note that online distribution often comes with significantly lower revenue potential than other methods.

black flat screen tv turned on displaying 11

Film Festivals

For independent filmmakers, film festivals offer a golden opportunity to showcase their work, build buzz, and connect with industry insiders.

Submitting your film to festivals can help you gain visibility and attract potential distributors. Hereโ€™s why festivals are worth your timeโ€”and how to make the most of them.

Why Film Festivals Matter

  1. Exposure to Audiences and Industry Professionals
    Festivals are one of the best ways to get your film seen by audiences who appreciate indie cinema. They also attract distributors, critics, and other industry professionals who might not have discovered your film otherwise.
  2. Awards and Word-of-Mouth Buzz
    Winning an award or generating strong word-of-mouth can supercharge your filmโ€™s reputation. Sold-out screenings and positive reviews can create the momentum needed to land a distribution deal or expand your audience.
  3. Networking Opportunities
    Festivals provide a space to meet like-minded artists, producers, and executives who share your passion for storytelling. These connections could lead to collaborations, funding for future projects, or even direct offers for distribution.

Not All Festivals Are Created Equal

Itโ€™s important to be strategic about the festivals you enter. A screening at a high-profile event like Sundance, Toronto International Film Festival (TIFF), or Cannes can be more valuable than winning the top prize at a small local festival.

However, smaller festivals arenโ€™t without merit. They can help you test your film with audiences, gain feedback, and build early buzz.

Just be mindful of your time, budget, and festival feesโ€”apply where your film has the best chance to stand out.

Use Festivals as a Distribution Launchpad

Donโ€™t wait for distributors to find youโ€”use festivals as a proactive way to jumpstart your filmโ€™s distribution process. A strong festival run can act as proof of your filmโ€™s appeal, making it easier to approach distributors or leverage the buzz for DIY distribution.

Festivals also generate media coverage, which can give your project a visibility boost. Local news, online publications, and even major outlets often cover standout films from festivals, which means free publicity for your project.

The Impact of a Strong Festival Run

A successful film festival experience can open doors to new opportunities. Awards, glowing reviews, and audience buzz can lead to partnerships with larger distribution companies. Even if you donโ€™t land a deal immediately, the exposure and connections gained from festivals can help you take the next step in your filmmaking journey.

For indie filmmakers, festivals are more than just a stageโ€”theyโ€™re a springboard to the world of distribution.

Social Media Promotion

Got a movie you want the world to see? Time to roll out a creative social media strategy!

Social media isnโ€™t just for selfies and memesโ€”itโ€™s one of the most powerful tools for indie filmmakers to promote their films, grow an audience, and even catch the attention of distributors. Hereโ€™s how to do it right.

Why Social Media Matters for Filmmakers

Social media gives filmmakers direct access to audiences, bypassing traditional gatekeepers. Whether youโ€™re building hype for your filmโ€™s release or hunting for distribution deals, an active online presence can help:

  • Increase visibility: Reach more people who might love your film.
  • Build your brand: Showcase your projectโ€™s unique vibe and connect with fans.
  • Generate leads: Create interest that could lead to distribution deals or partnerships.

The best part? You donโ€™t need a massive budgetโ€”just creativity and consistency.

Creative Social Media Marketing Strategies

Engage Your Audience Directly
Respond to comments, ask questions, and encourage fans to share their thoughts about your film. The more personal and interactive you are, the more your audience will connect with you.

Collaborate with Influencers
Find influencers who align with your filmโ€™s theme, genre, or audience. They could be YouTubers, TikTok creators, or Instagram personalities. A shoutout or review from them can expose your film to a whole new audience.

Host Live Q&A Sessions
Stream live sessions on Instagram, Facebook, or YouTube where you answer fan questions, share behind-the-scenes stories, or talk about the inspiration behind your film. Itโ€™s a great way to build excitement and make your audience feel involved.

Run Giveaways and Contests
Create fun giveaways tied to your film. For example, offer free tickets to a premiere, exclusive merch, or digital downloads for fans who share your posts or tag friends. This not only spreads the word but encourages engagement.

Leverage Teasers and Trailers
Release short, snappy clips or teasers to keep your audience curious. Platforms like TikTok and Instagram Reels are perfect for this. A dramatic or funny 30-second clip can go viral, giving your film free exposure.

Use Hashtags and Trends
Research trending hashtags or create a unique hashtag for your film. Join conversations that are relevant to your projectโ€™s themes or genre. For example, if your movie is about environmental issues, tap into hashtags like #ClimateAction or #SustainableFuture.

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Final Thoughts

There are several methods of film distribution, and each has its own set of pros and cons. Self-distribution is one route for indie filmmakers, giving them the most control over the release of their films.

However, traditional distribution can be an excellent option for filmmakers who want to partner with a company with experience in releasing and promoting movies. Digital distribution is also an option for filmmakers who wish to reach a broad audience online.

You can make more informed decisions about how to get your film seen by the world when you really understand each option that is available to you!

film distribution pin

Interested in learning more about independent filmmaking? Check out these helpful articles!

Short Film Ideas: 9 Easy Ways to Generate Ideas

25+ Ways to Brainstorm Movie Ideas

5+ Best Film Production Software Tools (Reviewed)

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