I haven't done it (yet), but getting traditional distribution (based on my research) is usually garnered through a combination of name actors, genre/target audience (that appeals to a given distributor), and success at high profile festivals.
If you have all three you have a good shot, some level of any of the three and you have hope, none of the three and you better start figuring on self distribution.
Distributors cut tough deals because they are taking a lot of risk.