On July 1, I have an article coming out in Microfilmmaker Magazine that takes a look at 3 digital streaming players now available to filmmakers; Dynamo Player, Distrify and Flicklaunch. I talked to the founders of each company to bring you the lowdown on how each works, their pricing and how you, as the content owner, get paid. Here’s an excerpt:

Ed Burns is using Dynamo Player for his film Nice Guy Johnny

Anyone who reads my blog or follows my Facebook page knows I am dedicated to encouraging filmmakers to take control of their own work and bring it to audiences in the most direct way possible. I especially feel this way when it comes to online digital distribution. Why give the rights (and fees and percentages) away to a distributor when you can easily use tools to distribute your work directly and in the most expedient manner?

Lately, several companies have emerged to help filmmakers do just that.  Instead of looking for outside distribution companies to buy your work’s rights, hope they treat you fairly, and wait for them to bring it out for sale, consider these tools to go direct. When you can cut out as many of the layers separating your work from its audience, you’ll profit more….

Rob Millis, co founder of Dynamo, explained that was the aim of the product from the start. “Dynamo is as easy to access as any online video platform, with no restrictions or qualifications. It is available for any legal content you own the rights to, except pornography… The player allows you to upload your film, set a price for streaming it on a website or on Facebook, and publish it with no upfront costs or monthly fees. Fans, bloggers, online publications and organizations can host the player on their sites too in order to share their love of your film with their audience…

Two filmmakers from Scotland, Andy Green and Peter Gerard, founded Distrify. I spoke with them to find out what led them to create this tool to help filmmakers. “We wanted a better business model ourselves so we worked out a technical solution where we’d actually get some of the money from the films we produced by making it easy for fans to buy our films directly,” said Gerard. Distrify’s player adapts to support your film’s marketing at every stage of the value chain. If you’re crowd-funding for example, the Distrify player helps drive viewers to your crowd-funding campaign. If your film is at a festival, you can list all the screenings directly in the trailer, with links to ticketing sites. If you’re doing an indie screenings campaign, Distrify lets your fans sign up to your mailing list, giving you a location-based map of where the demand is for your film. Whenever you add new screenings or products to your film, every player that’s embedded around the web is automatically updated to ensure your fans will always be able to engage with or purchase your film”…

Founded as the first global indie movie distribution platform built on Facebook, I spoke with CEO Craig Tanner about what makes Flicklaunch different as a way to distribute films. The site is in beta. “Flicklaunch was built around the ‘Like’ button. A filmmaker can give away a predetermined amount of free views in exchange for a ‘Like’ to the film page. For example, a filmmaker can give away 1,000 free views and with the average Facebook user having 140 friends, it creates awareness for that film of 140,000 people. Since Facebook is global, Flicklaunch is available to audiences and filmmakers everywhere.”  The rental period for streaming the film is 7 days and audience can choose how they want to view it (through any web enabled device connecting to Facebook). Soon FlickLaunch will offer badges and perks for film fans that drive the most traffic to the film.

In addition, I wrote a chapter on film festivals and how to use them in a book entitled The Modern MovieMaking Movement which will be available from July 1. It is a free ebook that will be available on this site in exchange for email signup if you leave your email address when you click Subscribe to the Newsletter and you’ll get an automated download link. The book was written by 10 of the most outspoken and knowledgeable indie film thought leaders (well, 9 and me ;) ) in the world today and it will cover topics such as successful screenwriting, ways to finance a feature film, fundraising, the director’s role, the PMD and making microbudget features.  Well worth the price of an email address! Plus I don’t send many email blasts personally so you won’t have your inbox bombarded from here on out by me.

I also have 2 other books coming out very soon. One is an anthology of Ted Hope’s Hope For Film blog and the other is Selling Your Film Without Selling Your Soul Presented by PreScreen. I guess I have been doing a lot of writing lately! More news on these 2 works coming soon.

Facebook is not a good sales platform

May 18, 2011
posted by sheric

I covered this in a past entry, but more of this opinion was voiced on today’s Social Times blog. I’ve seen many new services like FlickLaunch and Dynamo Player configuring their platforms to sell on a film’s Facebook page and Warner Bros has started implementing their own Facebook movie rentals for US residents including Dark Knight, Inception, Harry Potter and the Sorcerer’s Stone, Harry Potter and the Chamber of Secrets, Yogi Bear and Life as We Know It paid for with Facebook credit or $3. I’d love to see their sales figures, but remember that a huge advertising and marketing budget was spent on these titles and they have all gone well into the DVD window and beyond. Most indie movies will not have the same kind of demand because similar marketing efforts haven’t been made .

Facebook sales will not be your biggest money maker because people do not come to Facebook to buy.

Facebook is a social platform. People come to Facebook to chat with friends, see what everyone is up to, post news about themselves. While you may have amassed a large following on Facebook, unless you are posting content of interest to your audience on your page regularly, chances are your “fans” have not been back to your page since they joined. They won’t see your fancy Welcome page or your newly constructed BUY NOW page. Most people are only reminded of you if they see your news in their news feed. The news feed is the first page everyone lands on when they go to Facebook. Sometimes they only see the Top News view, even though it is possible to change that to Most Recent, most people do not. If they haven’t visited your page in a while or commented on any of your news, your page has stopped appearing in their feed. NOTE: I am not suggesting you spend all your time shilling for your film on your Facebook page in order to stay in the news feed. A conversation with a shill is boring and a turn off.

Even though you can buy ads to drive more traffic directly to your page, it will take a significant spend to generate the number of impressions someone needs to have before they click on it. On average, an ad will be seen 5-7 times before any action is taken. Facebook is more about attracting and keeping attention that can influenced into a sale later on than it is about making a sale right now.

As the Social Times article contends, social media platforms like Facebook are the top of your sales funnel, the place where relationships and trust are built. After you have accomplished this, and it will take a while, then you can transition your audience to your own website where the sales can take place (here’s where something like Dynamo Player will work). Yet another reason to start your social media efforts and audience building WELL in advance of your finished film. This isn’t a campaign for 3 months, this is commitment for the full life cycle of your film and continues into the length of your career.

So, should you never try and sell streams on your Facebook page?

Undoubtedly there are hundreds of millions of people on Facebook and it is entirely possible that someone will try your film out if they see it’s available. If the cost to set up Facebook streaming is right (ie, low to free), you aren’t losing anything to try, but do not invest a lot in this. As DVD’s popularity continues to plummet, more and more people will be turning to online streaming rentals. Invest in having a good player on your site and spending upfront to access iTunes, Amazon, Netflix and game consoles. Spend the majority of your time and effort on your content marketing to pull you audience in, earn their trust, make them feel connected and give them viewing options.

If anyone here has implemented a Facebook sales platform for film and it has resulted in great success, let’s here about it.