The following is a guest post by Marie-France Côté.
Actually, they don’t just apply to the Web.
One of the rules that Peter Broderick is trying to instill is that directors and producers should never leave home without their pack of DVDs they are trying to sell. Another of Broderick’s essential rules is to retain all your copyrights.
Here’s some more expert advice to help you succeed in distributing your social projects:
1- Retain the right to put on independent screenings (in contracts, usually part of educational rights): That way, you can meet the audience who will serve as your multipliers or influencers.
2- Get a local partner to sponsor you: That will let you cover your costs and help promote the event.
3- Take advantage of these events to sell DVDs.
4- Include the educational market in your strategy: It’s easy to identify universities and schools that could be interested in the subject of your film. Have them pay $300 for public performance rights, and if they invite you to introduce the film, it should be all expenses paid (for you and/or the participants in your film).
5- Hire someone to do outreach in social networks, ideally as soon as your film goes into production: This person will establish ties and partnerships with not-for-profit organizations, which are valuable allies for distributing and broadcasting your film.
6- Classify potential organizations by category/theme. Identify those most likely to be interested in the subject of your film (2-3 groups per category) and have them watch it. Then focus on the categories/themes that receive the best response.
7- If you want your content be distributed, be flexible and willing to consider other versions and formats, e.g., a thematically chaptered version of your film for schools and a one-hour version—a standard for international distribution.
Here, too, you have to be creative and not overlook markets that might want your content. What I like most about Peter Broderick’s philosophy is how democratic it is, for both the filmmaker and the audience. He’s a real cyber guru!