Distribute Your Movie Yourself

A documentary filmmaker chronicles a gang of mercenaries in Mission X.

This is part 4 of our interview with David Baker, producer/writer/director/editor of the massively ambitious Mission X. If you’ve been following this series, you know David is a no B.S. guy who speaks his mind with radical honesty.

In part 1, You Can Make and Distribute a Movie Yourself, David talked about his decision to go it alone, even though his previous movie was funded and distributed–an endgame most indies dream about.

Part 2, Make an Action Film for $8000 explored just how to shoot full-on gun battles in the middle of a major city for no money.

Part 3, Direct Your Movie Your Way, took a look at how David paved his own way when it came to directing, even breaking a few “cardinal rules” to get things done.

Today, David explains his hands-on approach to distributing his film himself.

You are distributing you movie yourself. Why? How?

My intention from day one was always self distribution.

When I decided to make this film, it was for two clear reasons. I knew it would probably be too small to show Hollywood, but I knew it would be big enough to show what I can do. To attract resources, collaborators for the next movie I make.

Also, I knew that I could possibly sell it, then use the “sales position” on this film as my day job, instead of working.

As for how I am distributing, at first I intended to do a Scottish and UK tour of multiplexes, indie theatres, anywhere. An investor had shown some interest, and I had some sponsors interested. I secured a big UK multiplex chain. Cineworld liked the film, and wanted to do test screenings.

In the last ten days, I had to pull theatrical. The investor was haggling for a bigger cut of the film, and a sponsor changed their mind. But the more I did the math, I realized it was not a bad thing to sell direct to my audience without theatrical. Why? A theatrical release is purely an exercise to promote the dvd, download, and merchandise.

I discovered after some big feature press spots that hardly any traffic came from them. I easily get more traffic via the web on a daily basis.

I also discovered that it was not difficult to pinpoint my target market. I have compliled a list of military groups, military video gamers, airsoft, paintball, other miltary films. There are literally hundreds of thousands of them.

I found an affiliate partnering service, where people take banners, I pay them a cut of the dvd from sales, and I get direct access to my demographic. This is a way of finding my precise market. So selling direct this way can put me into profit within a few weeks.

Theatrical is not right for every project.

The cinema was also goig to be taking 75% of returns, so it works out better for me to go this route.

What advances in technology have opened the final frontier of distribution to indie filmmakers?

I think first and foremost is social media. Why? I have seen case studies of filmmakers who have sold thousands of dvd’s from their websites, using MySpace etc. A simply direct to consumer method. But social media is helping us connect even more.

Ok, nobody has made millions with self distribution yet. But I do think we will start seeing filmmakers who grab a bigger audience in the months, years ahead. That’s when people will then really sit up, take notice.

There is also more of sharing filmmaking community now. In the past, you had little groups who kept to themselves. “Filmmaking is only for the special people, it’s very difficult, mysterious, and interesting. F*#k!”

Well, no it’s not!

I think sharing our own case studies about how we pull it off is going to help us all find the model. Social media has been the main thing that has driven that sharing and all the rest forward.

What technology is coming soon that will make distributing your own films even easier?

Definately HD streaming, VOD, direct to phones. We can do all that now. But I think it will explode when we have the very easy link from the computer to the TV. Thats the time I am working towards. Thats why filmmakers need to wake up now! I think it’s amazing that somebody in Texas or Germany can press a button and watch your film in their home!

Filmmakers are still saying “Whats the model?” “Oh, how do we do it!”

Are they blind!!!! A lot of people want to be spoon fed. It’s all here.

We can make a film, plug it, distribute in many ways, create support TV shows from our homes, beam to phones! Jesus! The model is simple! People need to get their arse moving!

I have always said this, the successful filmmakers, (as well as being great content creators) will be the one’s who are the best marketers. Otherwise, how will that Texan know that your film exists?

What benefits are there to being your own distributor

There’s a list of them.

You own your film forever, and the rights for any remakes, sequels.

You make a far bigger profit on all the deals on TV, VOD, direct dvd, digital downloads, merchandise.

You have the freedom to release how you please, and when you want.

You have a potential cashflow that can keep you running. I don’t know how many times I got meetings in LA after my first film, but I couldn’t even afford to live there for a few weeks. And it took years to develop the next film, because I had to work a day job to pay the rent, and do only a few hours a night, weekends on the film stuff.

On a whole though I think the biggest benefit of self distribution is getting that direct link to your audience. And I am not really talking about Twitter followers, Facebook, as you never own that following. I am talking about the ability to gather a list of emails. Thay’s your potential market for other products, films, deals. That’s gold dust. You would never get access to them properly if you sold the film through a distributor. It’s your potential future.

Well, Once Again, David Speaks His Mind!

We love David. He does not hold back! In fact, while this was meant to be the final installment of this series, look for a few surprise blog posts down the line with more “gems” coming to you straight from David Baker’s soul!

Be sure to follow us on Twitter or to subscribe to our feed so you don’t miss some real gems from David that didn’t fit into these four installments!

Thank you, David, for your generosity, brutal honesty, and willingness to reveal your filmmaking secrets. Can’t wait to see Mission X.