Marketing your film is much more stressful than making it.
—ANURAG KASHYAP, DIRECTOR, BMW: BOMBAY’S MOST WANTED
We all know that the film home video/ancillary business is going through a major paradigm shift. The question still exists—where is it going and how soon? Theoretically, everything will be streamed and downloaded some day; but that specific day is unknown. Before the audience can buy a movie ticket, rent a disc, or order a digital download, the movie has to get off the filmmaker’s desk and into the movie theaters. This method of circulation is called distribution. Simply put, it is the business of selling the film to various media.
This chapter looks at distribution strategies ...