Why distribution control is as important as creative control | Peter Broderick (Paradigm Consulting) and Pulkit Datta (Filmmaker)

The importance of mastering hybrid distribution.

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Peter Broderick is a renowned distribution strategist and president of Paradigm Consulting. He has advised over 1,900 films, helping filmmakers and media companies develop innovative distribution strategies. Previously, as president of Next Wave Films, he supported emerging filmmakers (like Christopher Nolan!). Peter is a key figure in the ultra-low budget feature movement and a leading advocate for digital filmmaking. His strategic insights have been featured in publications like Scientific American, The New York Times, and The Economist.

Pulkit Datta is a New York-based producer, director, and film programmer with extensive experience in scripted films, documentaries, commercials, short films, and multimedia campaigns. His notable works include the feature documentaries "Israelism" and "Invisible," as well as the short film "Do We Belong?", which was shortlisted for the IDA Documentary Awards in 2018. Pulkit is also working on an upcoming climate activism documentary series called "Versus Goliath."

In our conversation, we discuss:

• The definition and benefits of hybrid distribution

• The importance of maintaining control over distribution rights

• Strategies for global distribution in the digital age

• The value of partnerships in distribution

• Tips for maximizing revenue and audience reach

• Case studies of successful hybrid distribution approaches

• Building and managing a distribution team

Key takeaways:

1. Embrace hybrid distribution (sometimes referred to as direct distribution):

   1. Hybrid distribution involves making deals with distributors for some rights while retaining others. This approach offers more control and flexibility than traditional all-rights deals.

   2. Hybrid distribution increases your chance of success. Peter estimates that of the filmmakers he’s spoken with, only 3% are happy with their traditional distribution deals.

   3. Begin thinking about distribution strategies as early as the production phase of your project.

   4. Pulkit describes it as taking control of your project's destiny by figuring out how to get films directly to audiences outside traditional distribution systems.

2. Maintain distribution control:

   1. Distribution control is as crucial as creative control. Filmmakers should avoid giving away all rights to a single distributor for extended periods.

   2. Distributors can be a part of the process but they shouldn’t control the process. Give distributors only the rights that they are good at.

   3. Don't be afraid to have conversations with festivals and other partners about unconventional distribution approaches.

   4. Retain direct sales rights — always maintain the right to sell your film directly from your website, both digitally and on DVD.

3. Know your audience(s), globally:

   1. Identify your core demographic and focus on engaging them before expanding to broader audiences.

   2. With digital distribution, filmmakers can now reach global audiences directly. Consider strategies that tap into the 252 countries and territories available.

4. Build partnerships:

   1. Successful distribution often involves working with various partners, including distributors, non-profit organizations, and government agencies.

5. Be flexible with windows:

   1. Be prepared to pivot and adapt your distribution strategy based on audience responses and changing circumstances.

   2. Control over distribution windows allows filmmakers to extend successful phases or move on quickly from less successful ones.

   3. Don't wait for one distribution avenue to close before trying another. Pursuing multiple strategies at once can multiply your audience reach.

6. Focus on educational distribution:

   1. For documentaries, educational distribution can often be the biggest source of revenue. Don't underestimate its potential.

7. Leverage current events: For topical films, stay current with news events and adapt your marketing strategy accordingly.

Where to Find Peter Broderick:

• Website: peterbroderick.com

• Email: peter@peterbroderick.com

Where to Find Pulkit Datta

• Website: http://www.pulkitdatta.com/

• LinkedIn: https://www.linkedin.com/in/pulkitdatta/

• Instagram: https://www.instagram.com/pulkitdatta/

• Website: https://www.israelismfilm.com/

• Instagram (Israelism): https://www.instagram.com/israelismthefilm/

In this episode, we cover:

(00:00) Introduction and Peter's background

(02:28) Defining hybrid distribution

(05:26) The importance of distribution control

(08:08) Windowing and educational distribution as an example

(14:36) Carving out rights and finding the right partners for your film

(18:25) Case study of a successful global and hybrid distribution

(22:15) One thing every filmmaker needs to know

(24:15) Introduction and Pulkit's background

(25:13) Defining direct distribution and self-distribution

(26:00) When to decide on a direct distribution strategy

(26:50) Building a distribution team

(28:28) Flexibility in marketing and responding to current events

(30:10) Advice for filmmakers on direct distribution strategies

(34:00) Final advice on planning early and knowing your audience

Referenced:

• Distribution Bulletins: https://www.peterbroderick.com/distributionbulletins/distributionbulletins.html