Whew! What an experience. Driving and screening a film on a tour that lasted over 7 weeks and went over 11,000 miles was quite the experience. (There were two other tours – May in the Southern part of the U.S. and one in August in Colorado – altogether over 17,000 miles) Thank you to the people who helped to organize or book the film, came to the screenings, got DVDs and to those who are continuing the discussion. I’ve learned a lot and am really thankful for the experience.
The rational for the screening tour was to get the film and its topics to audiences as quickly as possible before the elections. I wanted to try to book screenings in a way that I could drive to them, one after another, and interact with audiences. I think that arranging a tour in this manner is another way of getting a film to audiences, but in doing so, I didn’t submit the final version to that many film festivals because I didn’t have the funds or extra time and because the festivals are scattered throughout the year in different locations. That said, the film could and would not have been booked if it hadn’t gotten into and screened with certain festivals. It won an award at Big Muddy Film Festival and screened well with a summer screening with Sedona Film Festival, and without those screenings, combined with a couple of key reviews, the film probably wouldn’t have been seen by programmers and would probably still be in the pile of DVDs in somebody’s office waiting to be watched. I do respect film festivals and really enjoy the experience at film festivals. I will submit it to film festivals in communities where it hasn’t screened. Film festivals are still really great venues. I love going to them, I love seeing the curated films and I’m always inspired when I see intriguing and/or beautiful works on the big screen. I’m heading to the Denver Film Festival in a couple of weeks to see some films, my point is that the world of distribution is shifting and they are no longer the only way of getting a film out to audiences because a shift in the delivery of images and information is taking place.
The documentary, independent and film world as we know it, is one that is going through various cuts and funding shortages. While I was traveling and talking to programmers, filmmakers and distributors, they all spoke of a shift that is taking place. As an example, people mentioned big film studios like Paramount shutting down their independent film, art and/or documentary houses down. I was surprised, however, that in midst of this, the process of booking and doing a screening tour can make a film more visible to an audience, as well as to other distributors, and in a way, can drive demand for the film.
The process of booking screenings for your own film is one that takes a lot of effort in the sense that when I started out, I wasn’t sure how best to do it, or who first to contact in the community. For every booking, there were probably 3 to 5 other contacts that didn’t work out. In order to get in touch with the person or programmer that would give the “okay”, it sometimes took many, many phone calls and a lot of persistence to book the film. People hadn’t heard of the film, they didn’t know the filmmaker, and it only had a few festival screenings. But I wanted it to get out to an audience, I didn’t have the time to wait for festivals, and I was quickly running out of funds. I had heard that it was possible to tour and sell DVDs, and come out ahead, so I thought I’d try it. (In order for that to happen, I did stay with friends or other really nice people, and I did sleep in my car.) There are many things that need to be done in order for the screening to go well. Marketing is essential.
After booking a screening, it’s also really important to get people to the screening. There are many things that can be done in order for this to happen. Sometimes the theater or group showing the film helped with promotion, but it’s a good idea to do some promotion yourself. I usually did websearches, or people told me what newspapers and/or radio stations to contact. I then would email and/or call them. Once contact was made, I would ask if they had time to see a press kit with a DVD for review. Usually about three press kits per community were sent out. You’re lucky if one of them prints something in the newspaper, or for the web, but it’s really essential to try. Also try to set up interviews with the local radio station, because radio interviews also help out. There was one instance in Portland where screenings in three different cities were promoted, and I think it made a big difference in turnout because people came to the screening and said that they had heard an interview on the radio. Also keep in mind that if a programmer or potential reviewer said that they are interested, you need to send the DVD or the press kit out as soon as possible. I go the post office almost every day.
It’s also important to prioritize your actions. Because I am just one person, there were some things that didn’t get done. Once I started driving, I tried to do some things from the road, but there wasn’t enough time, and I didn’t want to be calling people as I was driving, only to have the phone cut out. The DVD was also available online, so people were purchasing it from the website. This is a really great thing, but it was sometimes difficult to find a post office in a town along the way. I had a small computer, so I would sometimes pull over and search for a post office online, but because screenings were also booked and were located hundreds of miles apart, I didn’t want to be late for a Q&A. In DIY distribution a person learns how to juggle different jobs right away. A few things inevitably will get dropped. While the screening tour really was a lot for one person to do, in looking to the bright side, it did happen. And what an experience it was. There are other filmmakers who are also self distributing and I really admire them. David and Ashley, who have started Carnivalesque Films, continue to make and distribute films. I’m amazed at how much they get done. While the fall screening tour is done, the process of distribution is continues. While DIY stands for Do It Yourself, it’s not possible to do totally alone and I am thankful to the programmers, the audiences, the crew and other distributors and organizations who continue to make the whole possible.
Elections are tomorrow. Vote!