Digital distribution with The Orchard

October 22, 2013
posted by sheric

Quick note of thanks to those who attended my independent film distribution webinar with Atlanta Film Festival. The feedback so far has been positive and we are working on scheduling a marketing plan webinar in the future. As much as I know filmmakers are curious about distribution outlets, the place they encounter the most difficulty is in marketing their work. Hopefully we can sort that out together.

Speaking of digital distribution, last week on the MovieMaker site  I profiled digital distributor The Orchard. It was an enlightening interview and here are a few highlights:

 

digital distributor

 

-Content platforms like cable VOD and Netflix are becoming much more selective about the films they choose and the deals they offer, and certain factors weigh heavily into these decisions. “It helps to have played at major festivals, have a small theatrical, great reviews, notable names, a broadcast deal, anything that shows your film has merit and exposure. For documentaries, even if the film hasn’t played the major festivals, playing at some of the major niche festivals shows there’s an audience for the film. If the film has a good outreach campaign and partners with organizations or has a big email list, those can be attractive,” said Danielle DiGiacomo, manager of film distribution at The Orchard

-A  film that isn’t attractive for a big buy in foreign countries, but serves niche audiences amassed outside of the U.S., has a range of options. “iTunes is our most comprehensive multi-language, global support platform because we can service about 50 countries, wherever there are iTunes stores. To access iTunes, your film must meet quality standards and have subtitles for those languages and that cost is on you. When we can go worldwide with other platforms, we do.”

-One advantage of using a digital distributor rather than an aggregator is the ability to influence placement on the digital platforms. “This is a new release-driven market, getting on the ‘New and Noteworthy’ or ‘Now in Cinemas’ sections is a big deal. Giving sites like iTunes exclusivity for two weeks before anywhere else also helps with placement. While our team pitches the platforms where we would like the film to be, the sites also determine the placement based on how much they believe in the film and what else is coming out that week. If there are a lot of high-profile titles being released, it will be harder to get good placement. Sometimes they suggest release dates because they know what is coming out when. They also look at artwork, so that is important.”

-The Orchard also operates a multichannel network (MCN) on YouTube, currently ranked fifth in unique visits. As a YouTube-certified company, they have a team dedicated to helping creators optimize their videos for viewer search, monetize their content through advertising and grow channel subscriptions on YouTube. Recently, they formed a relationship with online horror film publisher Shock Till You Drop to jointly promote and distribute horror films worldwide.

We also talked about release strategies and why waiting too long between release windows is a bad idea. Check out the whole interview HERE.

Sheri Candler
 

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