6
Markets, Part II: The Nontraditional Film
Rules are made to be broken.
PROVERB
I couldn’t decide what to call this chapter. Suggestions included Son of the Markets, Specialized Markets, When Your Film Is Different, One Size Does Not Fit All (my personal favorite), and A Special Film Deserves Special Handling (my assistant, Faryl’s, favorite). Finally, at the behest of my editor, I settled on The Nontraditional Film.
The problem is that this chapter describes a variety of formats. Documentaries and large format films have both theatrical and nontheatrical components, while direct-to-DVD and downloading to the Internet and cell phones do not. Since the business models for these formats tend to differ from that of the fiction feature film, I ...
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