For many indie filmmakers, distribution options are limited. Most microbudget films—without star power or major festival buzz—tend to land on the same platforms: Tubi, Amazon Prime, etc.
But is that really a bad thing? Not necessarily. Exposure is valuable, and it can lead to future opportunities, collaborations, and even paid gigs.
That said, no matter how big or small the platform, it’s crucial to have a marketing plan in place. Facebook ads, targeted social posts, email lists—something to actively promote your film. It’s not impossible to make money back on a small project, as long as your expectations are realistic.
So I’m curious—does anyone here have a project they’re currently trying to distribute?
Where are you stuck? What hurdles have you run into along the way?
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I like creative marketing strategies that don't give too much away, Stephen Folker, like the marketing strategy for Weapons. It's something indie filmmakers can do without a big marketing budget.
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Stephen Folker As you know, it's all about getting heard above the noise, and all about getting access to the audience. We just completed a deep analysis of marketing in the internet age, and will later today be releasing the first of two reports on it. The first details the current crisis in marketing, which is not film-industry specific, but more than disturbing especially when the impact of AI tools in the search engine have been accounted for (which has created ZCS or "zero click search"). The second is how to get around the controlled internet search algorithms and strategies to combat the anti-competitive effects of ZCS. We have answers for filmmakers.
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Yes! Maurice Vaughan said exactly what I wanted to write.
If there’s no budget, then you have to rely on creativity. I think the advertising budget for Weapons was probably large (at least for me as an indie filmmaker), but that’s the right approach.
I’m planning to go through social media, possibly combining influencer ads and trying to create viral reels.
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Great topic. The shift in mindset from "How do I get distribution?" to "How do I build an audience for my film?" is everything. Even a microbudget film can find its niche. I'm currently navigating this with a documentary short.
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Sam Rivera The IPG's FilmPod and Digital Box Office structures have been developed to address this, specifically to help build an audience for your specific film or series. Check out independentproducersguild.org and attend one of our weekly virtual open houses at Diamond Shadow Productions to discuss the challenges and possible solutions to independent film marketing.