Coming up with a viable distribution strategy, or landing a distribution deal that is truly going to give your film a chance to succeed is, without a doubt, the most unnerving part of the film making process.

There is quite a lot you need to consider when shopping for the best distribution deal. Your most advantageous approach is to make them want you. Countless filmmakers are pitching distributors, so separate you and your film from the pack. The most impactful way to do this by launching an effective and savvy PR campaign before reaching out to distributors. That way, when you do approach them you’re coming with enough media and buzz to pique their interest.

Independent filmmakers need to get their films distributed to reach their audience, but landing the right distribution deal is tricky. There are reputable distributors, but the waters are also filled with shady distribution sharks who promise the world and once a deal is struck deliver little or nothing.

Online distribution outlets such as Netflix, iTunes, Amazon or Hulu are generally the best bet on the online side, but what if those don’t pan out, or if your budget won’t stretch that far? For filmmakers with little to no budget who want to offer the public access to their film there are services such as BitTorrent or Vimeo On Demand. There is also CreateSpace which allows you to submit your film and your artwork automatically (for no charge).   It is part of Amazon.com which is a plus. There are no start-up fees and it is guaranteed, immediate distribution. Which are also pluses.

Sounds like a great distribution alternative, right?

Well, maybe.

The trouble is that most of these sites offer very little consumer awareness. If you are going to go that route, it’s imperative that you have a marketing and PR strategy in mind. It will do you absolutely no good whatsoever to have your film available on a site no one visits. If you are going to go with online distribution you need to implement savvy social media and public relations campaigns to drive people to your film.

Going through a traditional distributor has its own mind field to traverse. Some are good, but there are more than a few that are of the Hollywood horror show variety.

When making a deal you are granting the distributor the right to distribute your movie in one or more media which could include theatrical, home video, television, etc. The distributor will cover the cost for distribution, advertising and marketing costs. You and the distributor will split revenue (the percentage depends on the deal cut) derived from the film. It’s not possible to review all of the points to consider when looking for distribution, but the following are some important points to keep in mind:

Although the distributor is supposed to cover the marketing costs, secure your own PR representation. Otherwise you are simply going to get lost on that front. Let them handle the marketing and advertising, but do not expect that they will do the heavy PR lifting. They might send out a press release, but that’s usually the total sum of their PR efforts - and that is never enough.

When making a deal try to secure advance payment. That way the distributor has some skin in the game and has a greater incentive to make your film a success.

The arena has shifted and, unless you’re offered an amazing deal, you’ll want to consider splitting up your film rights among different companies. Meaning you’ll end up with different companies handling theatrical, Blu-ray/DVD, VOD, internet, television, foreign, etc.

Consider finding a producer’s rep. Although it can be as difficult to land a reputable rep as it is to land a distribution deal. Put together a compelling package with the film along with any marketing and publicity material. You have a greater chance of landing a rep or an actual deal, if you do some PR on your own before reaching out to these companies.

Don’t show your film before it’s ready. Even though distributors will assure you they can see past the glitches – they can’t.

Set up a screening so you can show your film in a theatrical environment with a crowd, or at least with others there. If you send a DVD, you risk the possibility of it never being seen, or of a distributor watching ten minutes hitting the pause button and forgetting to hit play again.

Try and present your films around the markets such as AFM, Berlin, Cannes, etc. International distributors are generally more motivated to pick up new inventory before those markets.

As you can see there is quite a lot to consider when looking to land a distribution deal, so take your time and do your homework. Launch a PR campaign before reaching out to producer’s reps or distributors and you’ll separate yourself from the pack. The trick is to make them want you.

And one more point.

Make a good film!

The following are some sites to consider when looking for distributors.

Wikipedia list of distributors: http://en.wikipedia.org/wiki/List_of_film_distributors_by_country

American Film Market: http://www.americanfilmmarket.com/