Not before time, the new year started with some promising news about selling films online. For the first time, the annual decline in DVD and Blu-ray sales in the US has been outstripped by the growth in digital sales, rentals and subscriptions. Home entertainment rose 0.7% in 2013 (PDF source). $6.5bn – over a third of total consumer spending – came from digital rental, retail and subscriptions, with download-to-own rising a hefty 48% on 2012. The figures don’t even include subscriptions bundled with other services (like a cable company’s deal with Netflix) or advertising-supported VOD like Hulu or YouTube.
Of course, a chunk of this growth has been for television and traditional film, and the biggest beneficiaries continue to be the studios and large rights owners. For independents – as Scott Harris detailed in his frank description of the struggles self-distributing Being Ginger – digital distribution is typically a lot of work for limited gains. Why is this?Read more
Ben Kempas, SDI's Producer of Marketing and Distribution (PMD), shares his Top Ten Tips on how to get the most out of Distrify, a key tool for "selling movies socially" across the web.
At the Scottish Documentary Institute, we've been using Distrify for over a year now as part of our Virtuous Circle initiative, testing it thoroughly and creating innovative connections with other tools.
First and foremost, it's important to understand that Distrify are not here to go out and sell your film for you. That's still your job. They're just providing you with one of the best tools to do so. Distrify is used by self-distributors and distributors alike, and its effectiveness is determined by the overall effort you're putting into a campaign around your film.
1. It's about engagement, not just sales
Start using Distrify for initial audience engagement while you have nothing to sell yet, as it will allow people to sign up for your email updates.
Make sure all your allies and outreach contacts will embed the Distrify player rather than a YouTube trailer. I find it debatable whether you really need a trailer on YouTube or Vimeo to begin with. These may reach more people – but they only allow for simple likes or comments. You won't ever be able to contact those people directly later on.
Launching Future My Love at the Edinburgh International Film Festival, we were pushing hard for everybody to embed our Distrify player, and it ended up being the most-watched of all EIFF trailers hosted by Distrify. Between the programme launch and the end of the festival, our player counted six times as many previews as the next best trailer.
2. Use the player to announce screenings
List your upcoming festival, cinema, or community screenings in the player. Not only will it draw attention to those events, more importantly, it will make potential audience members elsewhere want to know when they can see it where they are. The "I want to see this!" button is invaluable for gathering email signups.
3. Connect it to your database of followers
We tend to get more signups through a film's Distrify player embedded in various places than through a form on the respective website for that film. Make sure to export lists of your Distrify followers and import them into the general database you're using to reach out to your audience. It's absolutely crucial to have such a central place, as you can't rely on social media alone to gather your followers (remember how restricted and expensive it has become to actually reach all your Facebook fans).
In our case, the central platform is a NationBuilder community organising system. Upon import, we automatically tag people with the film they signed up for and any products they accessed. The file from Distrify will tell you who agreed to receiving email blasts and who didn't. It is paramount to respect these choices.
But don't just think about mass blasts. The more individual your emails are the better. For example, you could contact people just after they've seen your film on Distrify and ask them for their thoughts, and maybe to share their feedback on your website?
4. Connect it to automated DVD fulfilment
Distrify does not only sell streaming rentals (TVOD) or downloads-to-own (DTO). You can offer any product through their store, be it a DVD or merchandise such as posters or T-shirts. Up to now, this meant the order was processed by Distrify but it was up to you to fulfil it and send out that DVD in reasonable time.Read more