Nick Terry used several hybrid distribution strategies to earn back the production costs of his 79-minute feature film Senior Prom. I do not think he thought of them as hybrid distribution strategies at the time. My impression is that he just wanted to make a good film and have some fun.
Senior Prom is important because it shows that the techniques we are talking about can really work at a micro-budget level. Here is what Nick did, with comments on each step.
1. The cost of the film was mini-dv tapes and food. Nick used a consumer HD camera (Canon HV-20) which he borrowed from his father, filmmaker Matt Terry. Nick originally started out doing the film as his Senior Project - a requirement to graduate - and he sent it to SIFF (Seattle International Film Festival) and NFFTY (National Film Festival for Talented Youth) 'just for the heck of it.' Both festivals wanted the film, but NFFTY defaulted to SIFF who had it as their world premiere. Since Nick filmed more than 50% of his film in Washington State - SIFF waived the entrance fee.
Hybrid distribution techniques: Nick kept his initial costs to a minimum by using borrowed equipment. He kept everything simple and very low cost by using just the camera, locations, cast and crew (his friends) that he already had available. He also had at least one clearly defined audience—the members of his senior class!
2. Before showing the film at SIFF, Nick had two test screenings at the high school where he filmed most of Senior Prom. At those screenings, he collected comment cards to get some general feedback on the film. He also sold DVDs at $5 for a single disc (which contained the film and audio commentary by director and cast). In addition to the single DVD, he sold a two-disc set for $8 that contained an additional disc with trailers, bloopers, alternate scenes – and even an Easter egg (a hidden feature on the DVD). Nick sold enough DVDs to make back his production money.
Hybrid distribution techniques: Nick did test screenings to make sure he had the best possible film before sending it to a film festival. Nick began by showing the film at his film festival of choice and then waited to see what the results were before going any farther. Nick sold DVDs directly to his audience at all screenings. He created different versions of the film, and sold the versions at different prices. He is building a core personal audience of friends, family and fans.
3. Before the film was shown at SIFF, Nick found an "Executive Producer" who paid for the transfer the film to HDCAM. This cost close to $1,000.
Hybrid distribution technique: Nick let the film 'pay its own way' by attracting money. He did not go into debt to pay for an HDCAM transfer!
4. To let his friends, etc. know about the showings, Nick used Facebook.
Hybrid distribution technique: Nick used social media to publicize the film.
5. Nick has submitted the film to nine other festivals (three requested it) and he is now looking at what sort of distribution and/or possible film school scholarships he can find.
Hybrid distribution technique: Nick has clear, achievable, and well-defined goals for distribution. He wants to find a film school scholarship, earn back his expenses, and find distribution partners who can get his film to audiences that he cannot reach by himself. (Nick's website and contact information is here. )
