DYNAMIC DISTRIBUTION #1
THE STRATEGY

You need a new strategy to survive and prevail in this Dark Age of Distribution.

However bad you think things are, they’re worse. Docs aren’t working in theaters. Streamers are acquiring few docs. Sales of docs at festivals are in steep decline. TVOD revenues are vanishingly small. Foreign sales of docs are dismal. The Old World of Distribution has cratered. The days of magical thinking are over. 

It's high time for a new strategy. Dynamic Distribution is the best way to survive the Dark Age and succeed in the New World of Distribution.

DYNAMIC VS. PASSIVE DISTRIBUTION        

Dynamic Distribution enables filmmakers to keep overall control of their distribution. Passive Distribution requires filmmakers to give away control of their distribution. For many years, filmmakers have ceded full control of their films to distributors for 5, 7, or more years. This is no longer a viable approach. Countless filmmakers have learned this lesson the hard way. 

Today it is essential to maintain control to maximize your distribution. This is central to Dynamic Distribution. With control, filmmakers can split their distribution rights among distributors and retain rights they can handle better themselves. 

Control also empowers filmmakers to design strategies customized to their goals, core audiences, and partners. Customized strategies work far better than formulaic strategies, which too often involve throwing films against the wall and seeing if they stick. Films that don’t stick get little or no more support from distributors.

The other major benefit of retaining control is that it facilitates flexible release strategies that can be refined stage by stage based on results. 

Passive distribution is backward looking, relying on outdated tactics that no longer work. Dynamic distribution is forward looking, utilizing the latest approaches that are being proven on the frontiers of distribution.  

Here are five opportunities of Dynamic Distribution contrasted with the basics of Passive Distribution:



Dynamic Distribution is not a theory. It is the practice for filmmakers who are blazing fresh trails in the New World of Distribution (see Dynamic Distribution #3 - Breakthroughs and Dynamic Distribution #4 - More Breakthroughs, coming soon). 

Keith and I have helped filmmakers maximize the distribution of more than 2000 films. We have seen first-hand how rapidly documentary distribution has changed. As Passive Distribution has withered, Dynamic Distribution has blossomed.

FUNDAMENTALS OF DYNAMIC DISTRIBUTION



Here are seven essential principles of Dynamic Distribution:

CORE AUDIENCES – the first step in designing a Dynamic Distribution strategy is identifying and connecting with your film’s core audiences. Researching these audiences and reaching out to them will enable you to test their interest and highlight potential partner organizations. Some films will succeed by first connecting with core audiences and then expanding to the general audience. Films that ignore core audiences and just focus on the general audience have a much smaller chance of succeeding. 

PARTNERS – the second step is finding partners that will support the film in key ways. These can include nonprofits, companies, government agencies, foundations, membership organizations, and religious institutions. 

• Some partners will only provide in-kind support, which is critical to building awareness of the film and its importance. Without achieving a critical level of awareness, excellent films will fail. 
• Other partners will be able to provide financial and additional resources needed to power a distribution campaign.
• Many partners have annual meetings. Screening a trailer in a plenary or showing the whole film will create wide awareness among attendees and attract partners.