Remember Part 1, when we discussed the various scales of movie production, from Studio to Micro-Budget films? Your scale of production largely determines the route you take toward distribution. For those in the micro-budget sized productions, we have the most freedom in determining our paths and in taking charge of the deal(s). Relish that fact, but be prepared for a lot of work.

Most filmmakers LOVE the creative aspects of film but LOATH the business side. To be successful, you have to do both equally well. If you can’t do both, it’s okay to admit it, but find someone who loves the business side as much as you love the creative endeavor.

Now that you’re ready for hard work, let’s dive in.

You begin by acknowledging and embracing the fact that you do not have “to ask permission” from others in order to distribute your movie. Instead, you are “offering a terrific opportunity” for others to share the revenues from your film. I’m not just playing with words here. Your mindset will determine how you sell your product and to whom you will sell to.

If you are a studio or major production company, having just spend $20 million to $60 million in film production cost, your distribution options are rigid and pre-determined. You have to go through the normal channels, spending the standard rates, fees, and expenses, in order to protect your investment. As a micro-budget filmmaker, you have more flexibility because your risks are significantly lower, your target audience (should be) narrower, and your message is more focused.

For Advent Film Group’s first movie, COME WHAT MAY, its marketplace looks like this...

TARGET AUDIENCE:

• Core Audience - Homeschooling community, approximately 1.5 - 2 million households (today’s snapshot). Don’t forget that the homeschooling movement is 25-30 years old. Cumulatively, the number of homechooling households is several million.

1. •Affinity and Affiliate Audiences - Pro Life and Pro Family groups, approximately another 10 million addressable members according to membership or audience rolls of various organizations
   

MOVIE MARKETING MESSAGE:

• To Core Audience (Homeschoolers) - A powerful movie made by homeschoolers, for homeschoolers, about homeschoolers who take a stand for Christian principles over compromise.

1. •Affinity and Affiliate Audiences (Pro Life/Pro Family) - A new movie centered on pro-life and parental rights issues fought in the U.S. Supreme Court and the collegiate National Moot Court Championship.
   

COMPANY MISSION MESSAGE:

1. •AFG is training the next generation of Christian filmmakers who will one-day direct big- budget films with moral integrity.
   

(More to come in Part 4 - Our Distribution Strategy)

1. •Retaining control of our distribution by... focusing first on our core audience. 
   

2. •Implementing a strategy driven by self-distribution by... selling first exclusively from our website. 
   

• Then expanding into traditional retail and online channels to supplement direct sales.