After years of working with filmmakers and navigating the ever-changing world of indie film distribution, I’ve come to one conclusion: the traditional models aren’t built for most of us—and that’s a good thing.
During a recent webinar I co-hosted with Peter Broderick, we unpacked what I call “Dynamic Distribution”. It’s not just a new strategy—it’s a mindset shift that puts filmmakers back in the driver’s seat. Here’s a breakdown of what we explored and why it matters for you.
What is pre-distribution?
We kicked things off by challenging a myth: that finishing your film means your job is done. It doesn’t. In fact, figuring out who your film is for and why you want it seen might be the most important creative decision you make.
Pre-distribution is the strategic process of building your audience, partners, and momentum before your film is officially released. It’s not about distribution after your film is done—it's about laying the groundwork during production (or even pre-production) so that, by the time your film is ready, there’s already demand, excitement, and a plan for reaching the right people.
Relying on “hope marketing” (finishing your film and hoping someone finds it) is not enough anymore. Pre-distribution flips the script—it puts you in the driver’s seat. It allows you to:
- Test your messaging and see what resonates
- Grow your email list with people who are invested in your film’s themes
- Attract funders or sponsors who care about your mission
- Start conversations with potential screening hosts and partners
- Build community around your project long before it premieres
In a world where films can disappear in the shuffle of streaming platforms, pre-distribution gives you a fighting chance to not only launch well but last long. Today’s most successful films often aren't just watched—they're shared, celebrated, and supported by tight-knit communities.
Films that found success
Filmmakers can now leverage tools like crowdfunding, email lists, and grassroots screening networks. These aren’t just buzzwords—they’re essential parts of a sustainable model that empowers filmmakers to keep control over their work. Here are eight examples of films that found success outside of the traditional model—projects that used strategic partnerships, targeted outreach, and values-driven messaging to break through the noise.
Rescued Hearts
- Filmmakers: Dana and Christina
- Focus: The equestrian-human connection in healing trauma
- Pre-distribution Wins:
- Raised ~$300,000 before Rough Cut
- Built social media and email list from zero
- Held virtual sneak previews using influential subjects to grow reach
- Attracted festival and PBS interest because of their engaged community
- Raised ~$300,000 before Rough Cut
All the Lonely People
- Filmmakers: Joseph and Stu
- Focus: Loneliness and social isolation, especially post-COVID
- Pre-distribution Wins:
- Started with a licensed clip at a conference
- Transitioned to showing clips with talks at events
- Raised ~$250,000 through partnerships (government, healthcare, etc.)
- Their next film (about Adult Protective Services) raised nearly $1M using the same strategy
- Started with a licensed clip at a conference
Thank You for Coming
- Filmmaker: Sarah Lamm
- Focus: A personal journey of a woman discovering she was donor-conceived
- Key Lessons:
- Misidentified target audiences twice before finding the right one (genealogy community)
- Partnered with 23andMe, generating $200K in sponsorships
- Used conference presence (Rootstech) to build crucial connections
ASD Band: The Movie
- Filmmaker: Mark Bone
- Focus: A band made up of musicians on the autism spectrum
- Distribution Wins:
- Heavy film festival presence but no clear audience identified
- Initially failed to narrow down partners from 50+
- Found success only after directly contacting ABA therapy orgs, which became a fruitful audience
Skydiving Over 60
- Filmmaker: Robert Compton
- Focus: Senior skydivers breaking world records:
- Distribution Wins:
- Built a spreadsheet of 200+ companies and methodically contacted them
- Found key sponsor (hearing aid company) and secured $200K in partnerships
- Used both ABC and PBS broadcasts and special event tie-ins (like USA Pickleball Nationals)
MY ASCENSION
- Filmmaker: Greg Dicharry
- Focus: Teen mental health and suicide prevention
- Distribution Wins
- Reached ~$1M in revenue (majority from educational licensing and events)
- Created custom virtual toolkits and websites for large partners
- Found a powerful partner segment in Children’s Hospitals and Native American health orgs
Rohna Classified
- Filmmaker: Jack Ballo
- Focus: WWII ship sinking cover-up
- Distribution Wins:
- Leveraged anniversary for a hybrid release (live event + virtual encore)
- Raised $25K in revenue from one live + virtual event
- Attracted notable supporter Glenn Close through strategic event targeting
26.2 to Life
- Filmmaker: Christine Yu
- Focus: San Quentin prison marathon
- Distribution Wins:
- Partnered with both criminal justice orgs and running brands (Hoka, Strava)
- Raised over $500K through impact campaigns, screenings, and a streaming deal with ESPN
- Retained educational rights while licensing to ESPN
- Partnered with both criminal justice orgs and running brands (Hoka, Strava)
Redefining Success
Your film is more than a product. It’s a conversation starter. It’s part of a movement. One film Peter covered sparked discussion about race, another about environmental justice. We don’t just want films to be watched—we want them to be felt. That means designing distribution that doesn’t just get you views, but impact.
That’s why I urge filmmakers to explore nontraditional paths—community screenings, event-based releases, even print materials like cards with QR codes. These are all valid, dynamic ways to get your film seen and to deepen its message.
Your Why Is Your Strategy
Ultimately, dynamic distribution begins with clarity on your purpose. If you know your why, your how will become so much easier. Align your messaging, your visuals, your partners, and your outreach around that core goal. I say it all the time: distribution is an extension of your storytelling.
If this resonates with you, I hope you’ll take a step back and ask, “What does my film need to do in the world?” Once you’ve got that answer, we can build everything else around it.
