Indie

At AFF this weekend, I had conversations with several writer-directors who had read my [earlier appraisal](http://johnaugust.com/archives/2008/nines-post-mortem) of the frustrating state of independent film distribution, and my experience with The Nines. One director of a college comedy (whose name and film escape me, unfortunately) was planning to do a get-in-the-van tour with [Todd Sklar of Box Elder](http://johnaugust.com/archives/2008/self-distributing-an-indie-feature). Probably a smart choice for his film and audience.

Others had different plans and questions. And while I didn’t have any new answers, I wanted to share some of what’s going on.

First up: [Splinter](http://splinterfilm.com/Home.html), which looks to be a straightforward and stylish creature horror movie. Director Toby Wilkins made the film for [Magnolia Pictures](http://www.magpictures.com/profile.aspx?id=fd521545-10ed-49f1-b017-b68146596d80), which is distributing it theatrically and via HD on demand. (In fact, the on-demand version is available right now.)

Here’s the trailer:

While it won’t be getting a big theatrical push — and there’s no point expanding it after Halloween — I bet this will do reasonably well for everyone involved. Horror fans are fairly easy to reach through genre sites and publications, and the mix of theatrical and video-on-demand creates a national release in advance of the DVD. Wilkins and writer Ian Shorr (a USC grad) will get more exposure than many horror filmmakers, who often find themselves hitting a few festivals before the movie eventually comes out on DVD, nearly forgotten from its earlier hype.

But will they get any more money? Hard to say. Since Magnolia has a relationship with HDNet, where they can theoretically show the movie as much as they want, is there the same motivation to squeeze every cent out of video, both in the U.S. and overseas? Time will tell. I was very hands-off with The Nines when it came to international video, which is part of the reason the DVD just came out last month in Australia. ((Ballast director Lance Hammer dropped out of a similar-sounding deal with IFC when the dollars involved were just too low, ultimately choosing to self-distribute. But Magnolia apparently invested in Splinter from the start, so their investment is likely quite a bit higher.))

Another filmmaker I spoke with was Jacob Medjuck, whose film [Summerhood](http://www.summerhood.com/Trailer_Site/Summerhood_Trailer_%28Facebook%29.html) has gotten a steady string of festival awards. It’s a summer camp comedy with John Cusack and Christopher McDonald, but it’s the little kid who (appropriately) seems to be the potential break-out star.((Note to all indie filmmakers: embrace embedding for your trailers.))

Jacob is trying to figure out what to do next in terms of distribution. Whereas Splinter was an easy sell based on genre, Summerhood is what we call “execution-dependent.” That is, in order to be worth something, Summerhood has to be better-than-good; Splinter just has to be competent. (For the record, I haven’t seen either movie.)

In a perfect world, Summerhood would sell to a distributor like Fox Searchlight, who could make it the next Juno. Or at least the next Waitress. But if that hasn’t happened yet, I would take all offers seriously, even if they’re really for TV and video rights. If a Magnolia-like company wants to do a day-and-date video/theatrical experiment, consider it. If iTunes gets an indie program going, try that.

Jacob wisely asked how he should be proportioning his time between working for his movie and working for his career. In truth, he should probably be splitting it 50/50 — but doing it with such intensity that it’s 100/100. He can probably get into 40 more film festivals this year, and if he has the inclination, he should. Festivals are probably his best bet for getting people to see his work on the big screen, and his persistence will lead to some good contacts along the way.

Both Toby and Jacob are evidently blog-readers, so I’m hoping they’ll jump in to answer any questions or comments that come up.

I’m in a new situation that I’m trying to navigate, and I was hoping you could help for my benefit and the benefit of those who read your column and blog and might find themselves in a similar situation.

I recently wrote and directed a low-budget feature that played at a film festival in Los Angeles. A producer was at the screening, loved the movie, and subsequently got me in touch with several large distributors and top-five agencies who then proceeded to blow my phone up for the next couple of days. She suggested I send out screeners to them, which I did. I even dropped off a screener to an agency I was set to have a meeting with, only to have them cancel the next morning “unexpectedly.” Then I started getting passes, which has snowballed.

It has been a couple of weeks now and it doesn’t look like I was able to strike while the iron was hot. I feel like I’m back to square one. My goals for this movie are to get a small distribution deal with DVD and maybe VOD with a mid-size company that knows how to deal with low-budget movies. My goals for my career are to write and direct my own projects, while supplementing that work with rewrite and punch-up jobs.

Based on the information I gave you, can you tell me: a) what I did wrong so that, should I be in this situation again, I can do better next time, and b) what I should do now to accomplish those goals?

— James
writer/diector, [Eastern College](http://www.candycanesammy.com/easterncollege)

You really didn’t do anything wrong, other than let your expectations get built up too high by one guy. Believe me, I understand how it happens: it’s great when people like your work. It’s exciting when they describe a possible future with meetings and projects and enough money to stop living like a college student.

Enthusiasm is a sugar rush. You really feel it when it’s over.

My friend Aaron Lindenthaler [had a film](http://www.imdb.com/title/tt0844346/) at the same festival ([Dances with Films](http://www.danceswithfilms.com/)), and while I haven’t gotten the full post-mortem on his experience, I suspect he found a lot of the same reactions. A good response at a festival is gratifying, but it doesn’t translate particularly well to the larger business.

Looking at your [trailer](http://www.candycanesammy.com/easterncollege/trailers.html), the movie feels like a scrappy college comedy, not unlike [Box Elder](http://boxeldermovie.com/), the film Todd Sklar [wrote about](http://johnaugust.com/2008/self-distributing-an-indie-feature) a couple of weeks ago. It’s absolutely valid terrain for a movie, and no one’s allowed to say that there are too many of them. But there are enough scrappy indie college movies that it’s hard to stand out from the pack, and harder still to convince an agency or distributor that you’re worth the investment.

I don’t know how many meetings you had, or how they went, but you were probably meeting with people in their 30’s or 40’s, whereas you’re likely early 20’s, still fresh from the college experience. Your peers are working in agency mailrooms. And they’re who you really want to see your film, because in two years they’ll be junior agents, and you’ll be one of their clients. So if you have any more meetings, try to talk with the guys getting you your Diet Coke. They’re as hungry to make it as you are.

In terms of distribution, I don’t know how realistic it is to be making money off of it. Don’t let that stop you from going after distributors who specialize in indie DVDs and/or VOD — but don’t pin all your hopes on it.

The better goal is to get it in front of as many eyes as possible in your target audience. Todd Sklar and crew are traveling around the country like an indie band, which sounds exhausting. But maybe you can piggyback on someone else’s travel. Does the music in your movie come from a popular local band? Then give away DVDs at their shows. And I wouldn’t panic about it leaking online. Much worse things could happen. In fact, at a certain point you might just want to keep a link to the torrent on your film’s site. ((Another option: I’d be tempted to find some prolific and well-regarded torrenter and anonymously tip him to where he could find a Quicktime file sitting unguarded on a server. You’ll get better exposure if it comes from someone with pirate cred.))

Based on its current trajectory, your movie probably won’t end up in Blockbuster. That’s okay. You can likely get it [carried by Netflix](http://www.netflix.com/SubmitFilm?lnkctr=cu_tr&role=1), which is better in the long tail world.

And beyond that, focus on what’s next. Don’t dwell on what-mighta-beens. The iron was never that hot, and while you’re at square one, you didn’t get sent any further back. You made a movie. Get the most you can out of it, then get cracking on doing the next project.

Indie film, cont’d

What do you do when the buzz fades?