Funding cuts, competition, shifting audiences and viewer trends… There's a lot to unpack. When we’re faced with this much change, there are going to be threats to success but also opportunities that you may not be aware of.

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The strategic insights below come from a series of webinars we've hosted for our community recently on the power of live events and the resilience of the PBS system. Stemming from off-the-record conversations with leaders across the PBS system, and from one of the country's leading experts on successful theatrical releases, Jon Reiss; we’ve put together the threats and opportunities that we see with two critical legacy parts of distribution: theatrical releases and PBS.

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Is theatrical dead? Not if you do it right.

Is PBS going away? A handful of rural stations probably, but in general, no.

It’s time to adapt to changes instead of fearing them.
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THEATRICAL

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Theatrical isn’t dead, but it’s no longer about wide releases and relying on traditional PR. Today’s successful theatrical runs are surgical strikes: carefully chosen cities, audiences, and partners that align perfectly with the film’s subject.

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Filmmakers who succeed at theatrical use it to advance press and impact goals rather than expecting ticket sales and press quotes alone to pay off. They build buzz with local relevance, partner-driven promotion, pre-sold events, and creative sponsorships. Whether it’s a single night or a weeklong run, the key is knowing exactly who will fill the seats and why, and timing the release to complement festivals, community screenings, and VOD.

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Threats

• Changing Audience Habits – Fewer people regularly attend traditional movie theaters due to competition from streaming and on-demand viewing.
• High Costs – Theater rentals, marketing, travel, and Oscar-qualifying runs can be expensive with limited return.
• Revenue Challenges – Ticket sales alone rarely cover expenses without additional funding streams.
• Empty Seats Risk – Poor turnout can damage credibility with venues and press.
• Overexpansion – Attempting a wide release without proven audience demand can lead to losses.
• Limited Press Impact – Press coverage doesn’t necessarily translate into ticket sales.

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Opportunities

• Targeted Theatrical Runs – Focused events in specific cities with strong local relevance can generate impact and buzz.
• Partnerships & Sponsorships – Collaborations with local groups, businesses, and sponsors can boost both attendance and revenue.
• Prestige & Credibility – A theatrical run can strengthen a film’s profile, attract press, and help with future funding.
• Flexible Formats – One-night events, semi-theatrical screenings, and nontraditional venues can be more cost-effective than weeklong runs.
• Pre-Selling & Scarcity – Creating urgency and securing ticket sales or sponsorships before booking can reduce risk.
• Strategic Windowing – Theatrical can complement festivals, community screenings, and digital releases.
• Audience Connection – Live filmmaker appearances can build a deeper connection with audiences and long-term supporters.

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PBS

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PBS faces both political and market-driven challenges, but it’s far from disappearing. While funding cuts are looming, the more pressing issue is an aging broadcast audience combined with the need to reach more viewers online.  We cannot rely on traditional broadcast television, which is dying.

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For filmmakers, PBS still offers unmatched credibility and national reach, but the path to getting there is becoming more competitive– especially with streaming platforms continuing to gouge into television viewers more and more each year.

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That said, there is literally no better option for independent filmmakers than to secure a national broadcast on PBS and to secure your own sponsors, known as underwriters. Filmmakers keep 100% of the revenue that they raise. Several filmmakers we’ve advised have raised as much as $500,000 for the broadcast of their film.

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By understanding how PBS operates, securing underwriting, and adapting to its evolving audience strategies, filmmakers can continue to find significant opportunities for impact and funding.

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Threats

• Political Pressure & Funding Cuts – Proposed reductions in federal support, particularly during the Trump Administration.
• Aging Broadcast Audience – Core TV viewers are older; younger audiences are consuming content online instead of public TV.
• Increased Competition – More producers vying for fewer broadcast slots.
• Low Direct Payments – PBS broadcast fees are minimal, making it hard to cover costs without outside funding.
• Shifting Media Landscape – Public TV must adapt to digital trends or risk losing relevance.
• More Competitive Underwriting – Sponsors may have less available funding or stricter requirements.

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Opportunities

• Prestige & Credibility – A national PBS broadcast lends legitimacy and can open doors with funders, partners, and audiences.
• Large, Engaged Audience – Despite challenges, PBS still reaches millions of viewers.
• Underwriting Potential – Sponsorships and underwriting can make PBS distribution financially viable. We've helped filmmakers raise over $10 million with this approach
• Digital Expansion – PBS is investing more in online platforms, offering new ways to reach viewers.
• Mission Alignment – Many films align naturally with PBS’s educational and public service mandate.
• Long-Tail Impact – PBS broadcasts can lead to extended life for a film through re-broadcasts, streaming on PBS.org, and community screenings.
• Established Relationships – Filmmakers who understand the PBS system can leverage it repeatedly for future projects.

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For both theatrical and PBS, knowing your audience is key. In both cases, you need to identify and target specific communities that are likely to respond to your work.

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There’s no such thing as a ‘general audience’ for theatrical releases or PBS broadcasts. Your success depends on a more nuanced understanding of who your audience is, what motivates them, and how to reach them effectively. And, even if the current distribution landscape makes you feel desperate, don’t chase every opportunity. You have to pick the most aligned theatrical and broadcast strategy that truly aligns with your audiences, not a generalized strategy for a fictional general audience. It’s understandable to feel overwhelmed and concerned about the state of distribution for independent filmmakers. But the opportunities are still there. Don’t let yourself become overwhelmed with negativity, instead focus on where your film has potential!

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Want to watch the full conversations?

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Watch the Theatrical: Dead or Alive? recording

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Watch the PBS in the Crosshairs recording

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