My distribution plan for a $50k USD profit.

[gorillaonabike]

So I decided to put my money where my mouth is, shoot something I can distribute and attempt to make money while keeping my day job. My business plan is modest and I believe a profit of around $50k USD is more than feasible, although I would split this with my co-conspirators, equally. As this is my first project shooting for the money, I may well fall flat on my face but thought I would put it on here.

In particular, I believe that 99% of what I have read about distribution on IT does not touch the possibilities of the 'new' distribution model and there is a different method of approaching this. There are experienced film makers on here who have clearly indicated I am wrong but rather than argue on an internet discussion board, I am simply going to put up money and try my 'new' model. A synopsis of my plan is:

- The most important element is the marketing plan and the start of the project and everything stems from this. This has been written conservatively and covers everything you would expect.

- Naturally, I have test-run the idea on friends and film makers. When told about it, they believe there is an untapped target audience which is desperate for this type of content. Am naturally being a little coy around title etc... but having run this by a couple of people, there is immediate interest.

- Part of the marketing plan is to meet key individuals with large audiences who will promote my little project free of charge. For example, I have a meeting with the presenter of a net channel with 18 million annual views who describes my project as 'fun' and will promote it on his channel. I believe he may be happy to promote me free of charge, meaning host my trailer, write about it, interview me. If this is the case, this is the second largest 'fish' I want to hook from a promotional perspective.

- Approaches have been made to other organisations which have not, yet returned my calls / emails but from the initial reaction of the channel host, I believe I am in with a shot of getting free promotion.

- Printed media: I have identified around 150 different 'minor' publications and forums which will want to discuss my little project. These are all focused on my target market. This means potential purchasers will be absolutely bombarded with my project. Everywhere they look, they will see adverts, interviews, posters etc...

- Initial costs have been budgeted for and money set aside for the entirety of the shoot.

- Equipment will be DSLR level and sound will be enough for my target audience and distribution. Ideally, I would have an Arri Alexa, mobile lighting truck and half a million bucks of sound equipment but I don't and will use the techniques I have painstakingly gleaned to drive this forward.

- Crew is on board. Can't afford to pay them but we will have an equal split as I genuinely want partners. Too often, I see musicians say 'looking for film making partners...' but if they make any money, they won't share it with the film maker. I'm different and want everyone to make money. H@ll, if this works, I will be sitting on a goldmine!

- Mainstream media will only be approached if this project is good enough.

Who knows if my crazy plan will work and no idea if anyone will be interested. Clearly, I believe it is in with a fighting chance and if someone generating 18 million views per year believes it is a good idea, then that is a hint I may be going in the right direction.

Next update after my meetings with the key players and the first part of the marketing plan has been executed. Stage 2 is to hone the project based on some of their input (to better appeal to the target market) and go into pre.

 

[Lucky Hardwood]

Have you considered creating the online community that is lacking to bring these disparate elements together?

 

[rayw]

Have you considered creating the online community that is lacking to bring these disparate elements together?

+1!

 

[gorillaonabike]

Have you considered creating the online community that is lacking to bring these disparate elements together?

No. The idea is to pick a specific target market which exists and hit it hard. Descending the marketing value chain (e.g. creating the bl@@dy group) is too long, complicated and difficult. I want something that already exists, can be marketed to in a straightforward way and where I can generate money.

I want to come back to this, but only after shooting the next 'big' project.

This, specific market is too tough to break into for the moment, so moving to 'plan B' which is to hit a slightly different audience which is easier to market to but still a niche area.

It's a poor plan that can't be changed. I think this will be finished and ready to market in December, 2015.

 

[gorillaonabike]

For anyone who is even vaguely interested in this, the original plan has been adapted. The market I was hitting was too hard so am using what has been done so far but this time, moving it across to a different market segment.

This was the 'Plan B.' So there is an established target market I can hit, sceptics who have seen it think it's a commercial idea and the key element to finding out if this works will be next week. Part of this is securing the right names who will do some of the marketing for me. I can't conquer the world by myself but leveraging industry talent will generate enough interest that people will pay to see this or alternatively there will be a sales value.

As a note, if the whole thing works well, looks good and has legs, we will pay the money to hire a star 'name' to give it commercial value. However, this would be the final element.

There is also the small matter of finishing off my divorce and all the money this involves paying out... This will seriously impact my flexibility.

 

[DIY]

Great stuff and good luck!

I know I have to plan my own awareness and communication plan for my film in the near future. Have you looked over Amazon Instant Video? IMHO, that has the highest profit potential of any distribution channel that requires nothing in upfront costs (I'm hoping iTunes finally gets around to the Amazon model too.) I'll still pursue the traditional distribution models but having Amazon Instant Video as an option will give me some breathing room.

 

[rayw]

For anyone who is even vaguely interested in this, the original plan has been adapted. The market I was hitting was too hard so am using what has been done so far but this time, moving it across to a different market segment.

VERY much interested in the sausage making process.

Are you now able to tell us some about the market that you were trying to reach?
Specifics on obstacles?

There is also the small matter of finishing off my divorce and all the money this involves paying out... This will seriously impact my flexibility.

Yay! Progress!

 

[GuerrillaAngel]

IMHO, [amazon instant video] has the highest profit potential of any distribution channel that requires nothing in upfront costs

Nothing up front? Better check your facts. Most indie filmmakers are going to have to fork out a couple hundred if not more, one way or another.

 

[Beatlesfan1225]

- Printed media: I have identified around 150 different 'minor' publications and forums which will want to discuss my little project. These are all focused on my target market. This means potential purchasers will be absolutely bombarded with my project. Everywhere they look, they will see adverts, interviews, posters etc...

I read your plan, and it's pretty solid. This was the one part that did strike me as a long shot, though. It's usually much harder than you expect to catch the eye of 'minor publications' - even if they are focused at the same target market you are.

One thing you have to be aware of when you promote your project, is that you don't let an ego of any sort evolve around it's promotion. It doesn't matter how good you think it is - that's irrelevant. It matters what 150-something unpaid, overflooded publication interns think of it. Chances are they may not be as hot for it as you are.

Just something to keep in mind when you are in the planning stages - to even have half, a third, even a fourth of those publications genuinely be interested in the project, would be an exceptional promotional turnout on their part. But, it also doesn't look like you're putting all those eggs in that basket, which is good.

The other reason this specific quote of yours struck my attention, is because that's how I approached college radio stations and my last album. I probably had even more than 150 eligible stations with indie sections designed for my type of music - and I probably ended up on one tenth of them. It certainly wasn't because of the quality of the music, but rather whatever intern or DJ was checking the music out, also had a dozen other inquiries for promotion at any given time - and it doesn't matter if the majority of listeners would have liked my track, if that specific person wasn't feeling it, my stuff got left at the bottom of the trashcan with hundreds of other albums. Obviously, there aren't as many indie projects exactly like yours going after these minor publications, but the point remains the same. It won't have a turn out like you expect it may.

Oh, and I realize that this thread is older and you're already balls deep in this project... but, the above is worth mentioning regardless.

 

[ItDonnedOnMe]

I probably had even more than 150 eligible stations with indie sections designed for my type of music - and I probably ended up on one tenth of them. It certainly wasn't because of the quality of the music, but rather whatever intern or DJ was checking the music out, also had a dozen other inquiries for promotion at any given time - and it doesn't matter if the majority of listeners would have liked my track, if that specific person wasn't feeling it, my stuff got left at the bottom of the trashcan with hundreds of other albums.

One important aspect of this is that you're going to get much better take up if you can somehow get someone personally/emotionally invested in your project. If you're just sending out a press kit or something it's pretty impersonal, and not really going to stand out from all the other stuff that's coming across their deck.

It may be worth it to start reaching out to individuals ahead of time and trying to strike up some sort of personal relationship with a few of them. Maybe reach out to a few and ask them for advice on getting reviewed/played/article written, etc before sending the actual material. Obviously this is not going to be possible with 100+ outlets, but once you can get a few on board it may be easier to convince others as well.

 

[gorillaonabike]

VERY much interested in the sausage making process.

Are you now able to tell us some about the market that you were trying to reach?
Specifics on obstacles?



Yay! Progress!

The idea is that in any given segment of individuals, there are heavy influencers. If I can include them in my initial project, they can reach out to their fanbases and I can turn some of their fanbase into my own fanbase. For example, one individual I am trying to get on side within this chosen market has as many FB likes as Brad Pitt.

The idea is then that if the first, lowly project works (and this is a huge 'if') and makes some money, I would then go for a fundraiser for a second project targeted at the same audience and continue to build on this.

However, as we know, execution is everything and the project may not be good enough. Also, my business plan may not work. However, I want to give it a shot. Also, the timescale is huge. With everything that goes into this, my calculation is this whole project will be complete November 2015!

 

[DIY]

Nothing up front? Better check your facts. Most indie filmmakers are going to have to fork out a couple hundred if not more, one way or another.

It's free dude! Check it out yourself here and here. They do require 1600x1200 artwork for DVD/download graphics but that should be easy enough and they don't ask for a penny upfront.

I found this stuff out from reading articles on how VOD is changing the industry. They could be right!

 

[GuerrillaAngel]

It's free dude! Check it out yourself here and here. They do require 1600x1200 artwork for DVD/download graphics but that should be easy enough and they don't ask for a penny upfront.

They don't say "free"! But I did spot a change in their policy -- it appears they've made the process less costly.

Disclosure: I have a film available on Amazon Instant Video.

 

[DIY]

They don't say "free"! But I did spot a change in their policy -- it appears they've made the process less costly.

Disclosure: I have a film available on Amazon Instant Video.

Well if there is money upfront then I've been deceived! Thanks, can you point out the clauses, links, etc? I'd like to evaluate this avenue thoroughly.

 

[GuerrillaAngel]

Well if there is money upfront then I've been deceived! Thanks, can you point out the clauses, links, etc? I'd like to evaluate this avenue thoroughly.

Here are a couple -- Amazon requires a upc (price code). These can be costly. I see now that they're offering to make you one for your instant video product at no cost -- this was not the case before. So I'm not sure if this gotcha has been throughly removed. Also, I'm not sure if the upc generated for your film can be used to sell a DVD on their site (like I do). If you have to get another kind of upc (those used in the retail business), then you'll end of having two separate products to market since you can add only one upc into applications. This may or may not be a big deal, but I no longer know the answer. My film has the same upc for the DVD and instant video.

Secondly, Createspace routinely rejects submissions until it conforms to their standards (which they change all the time), so little things, like the use of sidebars in some scenes, or music over black video at the end can trigger rejection. You'll have to fix them and resubmit. These may or may not be cost items.

Another thing, CreateSpace loves 60-day timeframes -- 60 days to let you know they got the submission, 60 days for approval, 60 days to encode . . .

Good luck.

 

[DIY]

Here are a couple -- Amazon requires a upc (price code). These can be costly. I see now that they're offering to make you one for your instant video product at no cost -- this was not the case before. So I'm not sure if this gotcha has been throughly removed. Also, I'm not sure if the upc generated for your film can be used to sell a DVD on their site (like I do). If you have to get another kind of upc (those used in the retail business), then you'll end of having two separate products to market since you can add only one upc into applications. This may or may not be a big deal, but I no longer know the answer. My film has the same upc for the DVD and instant video.

Secondly, Createspace routinely rejects submissions until it conforms to their standards (which they change all the time), so little things, like the use of sidebars in some scenes, or music over black video at the end can trigger rejection. You'll have to fix them and resubmit. These may or may not be cost items.

Another thing, CreateSpace loves 60-day timeframes -- 60 days to let you know they got the submission, 60 days for approval, 60 days to encode . . .

Good luck.

Thanks GA. Still sounds like a pretty damn good deal to me (compared to others). I had a feeling they had some standards so not everyone's lousy video makes it on their site.

 

[GuerrillaAngel]

I had a feeling they had some standards so not everyone's lousy video makes it on their site.

Obviously, they'd want to keep crap out, but that said, something unconventional could get rejected too. So if you argue it's a creative decision for the way a certain scene looks, it'll be a moot point because they've already tossed your submission. You'll have to send another DVD (and start another 60-day clock).

Good luck.

 

[theconnorwilliams]

What's the latest with this?

 

[GuerrillaAngel]

The latest from createspace? They're doing away with the whole submit a DVD thing soon. They will only accept submissions via upload.

 

[gorillaonabike]

So... assembling crew, locations, people etc... There is one, critical part which I absolutely need and this is not in place. Money could buy it but I don't have money so have to depend on my negotiating skills.

Trying to get in the face of some people from a distribution perspective as well.

Phase 2 is once the different elements are secure, will book dates, times, everything and start to organise.

As a note, I'm not saying too much about this project (the word 'project' is very carefully chose) as although it is a complete long shot, there is an identifiable potential audience, I think any competent film maker on here (and there are a few) could easily replicate. Once it's a little further in, then I'll put details up.

 

[gorillaonabike]

A critical element is creativity and arranging regular meetings with someone I've found who is more creative than me. His adjustments, suggestions and ideas are really strong. Sometimes he's completely unrealistic but this is good as my more conservative approach always needs a little more 'help.'

DoP is properly creative and we can work around some ideas.

Also, meeting someone who works in the professional world. He is a junior member of a production house and can help on production details (length, technicals etc...) as well as what distributors are looking for. I am also hoping he can give me some names of people to talk with as with this type of project, potential distributors can want early input.

Am trying to get some people with strong social media presence in the target audience group to appear in this for either very low pay or nothing at all. As a note, have a laser-like focus on the primary, target audience which is big, definable etc... and can easily be 'sold' to a distributor in almost a single soundbite.

Have also brought on board a professional 'marketer' with a good track record in this area although my attempt to get a free lawyer failed.

This part of pre-production is about people, places, positioning (marketing) and most importantly to get the creativity and design in early as part of the DNA of this project. The shooting bit will be a doddle but prep is a long, terrifying process.