In recent times, major streaming platforms were once heralded as saviors for the documentary film industry. However, they are now scaling back operations, laying off staff, avoiding politically charged content, and focusing more on in-house productions. Meanwhile, theatrical releases have diminished in importance, while live events and independent screenings, which faced setbacks during the pandemic, are now enjoying a resurgence.
Recognizing these shifts in the distribution landscape, the Hot Docs Film Festival recently convened a panel of industry experts to explore creative approaches for documentary filmmakers to reclaim control over their films and reduce reliance on traditional gatekeepers. The panel featured Scott Glosserman, CEO of Gathr, a prominent event cinema company; Rachel Gordon, author of The Documentary Distribution Toolkit; and Jon Reiss, founder of 8 Above and a seasoned distribution consultant.
Here are seven pivotal recommendations distilled from their insightful discussion:
Harness Participant Engagement for Audience Building If your documentary features interviews with influential figures, capitalize on their networks for targeted screenings. Glosserman emphasized leveraging the social media followings and email lists of such individuals, citing Gathr's successful approach with the documentary "Walk With Me."
Create Tailored Versions of Your Film Develop multiple versions of your documentary to suit diverse platforms and audience preferences. While a full-length feature may not fit every occasion, shorter versions can cater to corporate events or paired screenings. Gordon highlighted the flexibility this offers, citing examples from an Australian producer's multi-version strategy.
Allocate Resources for Effective Distribution and Marketing Beyond filmmaking skills, filmmakers must prioritize audience engagement strategies early in the production process. Reiss advises allocating a significant portion—30% to 50%—of resources towards distribution and marketing efforts to maximize impact upon release.
Negotiate Rights Strategically When negotiating with streaming platforms, consider retaining rights that align with your film's objectives. Avoid granting unnecessary exclusivities, such as educational or regional rights, without careful consideration. Legal advice can be invaluable in safeguarding your film's interests during negotiations.
Explore Niche Streaming Platforms Look beyond mainstream giants like Netflix and Amazon to smaller, specialized platforms that may better align with your documentary's audience. Reiss highlighted alternative platforms like kweliTV and SurvivorNetTV, which cater to specific community interests, offering unique distribution opportunities.
Thoroughly Vet Potential Collaborators Before entering into partnerships, conduct thorough research and seek recommendations from industry peers. Gordon recommended platforms like The D-Word for insights into potential collaborators' track records and reliability in the industry.
Build and Leverage Email Lists Capture audience engagement by collecting email addresses at screenings. An email list not only promotes film viewings but also serves as a metric for measuring audience impact and engagement over time. Glosserman illustrated this with the community-driven success story of "Can You Dig This."
By implementing these strategic insights from industry leaders, documentary filmmakers can navigate the evolving distribution landscape with confidence and creativity.
By Sal Framondi,
CEO/Founder, OPPRIME.tv
Producer, Black Filmmakers Matter
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