Opus - I'm in Rhode Island right now.
One key thing filmmakers need to do (if self distributing) is to send a shit ton of screeners out to DVD-review sites. Hopefully your film is good and scores positive reviews...from these reviews, you should receive traffic and sales. The more positive reviews, the more sales.
If you have distribution from a 3rd-party, and they are worth a damn, they will send out these screener copies, and you won't have to worry about it...you'll just have to kick back and watch the reviews role in.
Ok OK...you shouldn't just kick back. You yourself should still be going on myriad film/dvd sites and getting the info out to numerous communities. And I know it takes time, but instead of just showing up and having your first post be a promotion...I suggest you take the time to form relationships in these communities...so when you *do* post a promotion, people are more likely to take notice and care about it...even support you (by purchase or word of mouth).
Also, I highly suggest you four-wall a few local theaters...and make sure you advertise. Flier the hell out of the surrounding towns...post on local community forums if there are any. If your film is decent, word will spread. Talk to local newspapers, get a write up or review. If you can't seem to make a profit off of limited theatrical...stop showing it. If you *are* making a profit...pocket that money for your next feature.
Just make sure you keep busy. Banking on one short or feature to 'get you noticed' isn't realistic. The best thing *I've* found from studying all of the local companies in our area, is the most known companies are the companies that shoot quick, release a DVD, and move on to the next movie. It's not about getting rich. It's about recouping the monies you spend on your previous feature, and making enough to start your next feature. The less you spend, the more likely you'll be able to keep this process going, and the more likely you'll make a name for yourself.
Make sure you're getting the best bang for your buck...you don't need 20K...or 100K to make a successful film. Our last film was made for 7K, and it's being distributed nationally, and was in the positive even before the DVD release (ironically which is today). We profited from the dozen theatrical releases we put together, and made enough money to shoot our next feature (which is in post already).
You have to know when to move on and get your next project moving...but you also have to know that every project deserves a strong push, and a chance for public consumption. But don't dwell on it...sell it and move on. Making feature after feature is the best way to make a name for yourself, and in return, a great way to make money for your next feature.
Trust me...shooting a 100K feature on the RED is far less likely to make money than shooting a 10K production. Just make sure that 10K production is very well put together. A great example is Opus' recent post...his short was cheap, but looked better than some 20K shorts I've seen...go figure.
Sweat equity folks...surround yourself with talented people who believe in the project...costs can be easily cut in half this way. Because the DVD market sucks right now, it's incredibly difficult (and rare) to make profit on anything over [let's say] 20K. Unless you're extremely lucky (i.e. Paranormal Activity), you're probably not going to recoup your money on 'independent' level projects that cost 20K-100K...and even higher than that...1 million dollar pictures have to be awesome, with a tight audience before they recoup their monies.
Keep it cheap, keep it fast...but don't skimp on quality.
[EDIT: if for some reason you have a rich uncle, or solid financial backing in general, and you *are* able to create million dollar films whenever you desire...well...ignore what I'm saying, because you should have people doing all this shit for you.]
Thanks for listening.
