How to set distribution goals | Jon Reiss (8 Above)

Hint: aiming for a Netflix deal, a theatrical release, or an Oscar nom is not a goal.

Watch now on YouTube.

Jon Reiss is a critically acclaimed filmmaker, author, and media strategist. After successfully releasing his second documentary feature, he decided to help others distribute and market their films. For the last 15 years, Jon has assisted numerous filmmakers in connecting with audiences and profitably releasing their films. He does this under the banner of his company, 8 Above, and by sharing case studies through his Substack newsletter

Jon Reiss-8Above

. Jon is also the author of "Think Outside the Box Office" and a frequent speaker at film festivals and schools.

In our conversation, we discuss:

• The importance of setting a primary distribution goal

• The four main distribution goals: money, career, change the world, and audience

• Strategies for achieving different distribution goals

• The significance of budgeting for distribution and marketing

• Case studies of successful distribution strategies

• The challenges and considerations of various distribution methods

Key takeaways:

1. Set one primary goal: Focus on a single distribution goal to guide decision-making and strategy.

2. Four main distribution goals: Money, career, change the world, and audience. Each requires a different approach.

3. Budget for distribution: Include distribution and marketing costs in your initial film budget.

4. Tailor strategy to your goal: Different goals require different distribution strategies (e.g., theatrical release for career, free screenings for impact).

5. Be realistic about awards campaigns: Consider the high costs and limited benefits of awards campaigns for most independent films.

6. Understand your audience: Identify and connect with your target audience to achieve your distribution goal.

7. Adapt your strategy: Be prepared to pivot your distribution approach based on audience response and changing circumstances.

Where to Find Jon Reiss:

• Website: 8above.com

• Substack:

  Jon Reiss-8Above

In this episode, we cover:

(00:00) Introduction and Jon's background

(02:16) Defining distribution goals and their importance

(09:06) Examples of different distribution goals in action

(16:30) When your goal is to grow your career

(20:10) Awards campaigns and budgeting for distribution

(27:22) Case studies (three different film distribution examples)

(35:10) Discussion on AVOD platforms and YouTube's potential

(37:53) Final thoughts and how to connect with Jon

Referenced:

• Think Outside the Box Office by Jon Reiss: https://storejonreiss.assemble.me/

• Jon’s 2,000 word post on distribution goals:

  Distribution 101: Set a Goal for Your Release

• Evan Shapiro
  ’s Substack

• Film Collaborative study on Oscar nominations: https://www.thefilmcollaborative.org/blog/2015/12/

• Plantscendence Podcast: https://plantscendence.com/