Imagine being offered a $150,000 distribution deal for your first feature film, only to turn it down and take matters into your own hands. That’s exactly what director Kogonada and his production team did with their film, Columbus, after attending the Sundance Film Festival in 2017. Despite receiving positive reviews and buzz, the team left with only one offer that was far lower than they had hoped for. So, they rejected it and teamed up with the Sundance Institute’s Creative Distribution Fellowship to bring their film to the world.
The fellowship offers filmmakers cash, connections to industry experts, and the opportunity to learn valuable new skills. The Columbus case study is an engaging, highly detailed account of the team’s experience navigating the highs and lows of both theatrical and online releases. While they have not yet turned a profit based on their initial production spend of $730,000, they have brought in far more revenue than they would have with the traditional distribution deal.
So, what can we learn from their success? First, build a team and leverage unique skills to help promote your work. Second, create a plan to target your audience and brainstorm how to connect with them individually. Third, spend money to make money and invest in data to guide your decision-making. Finally, stay in control and adapt to the needs of your campaign as it unfolds.
The whole case study is a gold mine of insights into self-distributing your project, and it’s well worth your time. If you’re a filmmaker based in the U.S. or Canada and have secured your feature a place in a major U.S. film festival, then you should seriously consider applying for the fellowship.
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