Self-Distribution: Let’s Skip the Arguement Please

Only a few years ago heated debates ensued over whether to shoot digital video or film. Today movies shot digitally are ubiquitous and the answer is clear; format doesn’t matter – quality content does. The distribution paradigm is undergoing the same technological revolution today, but we’re only at the beginning of a new argument: release your film through traditional distribution channels or self-distribute it. We know the technology is coming one day that will deliver any digital media over the internet directly to your home entertainment system without any quality loss. But right now, self-distribution still seems to most filmmakers like a last resort for films not good enough for traditional distribution.

Of course, every filmmaker wants a worldwide release in theaters as of today; it’s the distribution chain’s pinnacle, but there are programmers coding away in startups and large media corporations around the world betting their IPO’s their technology will change all of that. Currently, “self-distribution” is a pejorative akin to ”vanity press” in the publishing field. Yet, a theatrical release doesn’t attest to quality either. Quite frankly, theatrical release usually means lowest common denominator to reach the broadest audience in order reap the largest return on investment. Don’t get me wrong; we all want to make money from our films so we can make more films. It’s just that with self-distribution you don’t have to dumb down your film for a gatekeepers’ sales formula in order to reach an audience and make a profit. You can stay true to your vision and sell it directly to people with similar interests or tastes. And better yet, you can build direct relationships with a loyal audience base that will help sustain you financially and emotionally over the course of your filmmaking life. The argument is already over before it’s begun, internet technologies will equalize the distribution delivery conduit, so format doesn’t matter – quality content does. And since no one has a monopoly on quality, the filmmaker who has the largest fan base will always be the best distributor.