PETER BRODERICK’S MASTERCLASS
Sunday, March 22nd, 12:00 hrs, Room Stelaris, Hotel Fiesta Americana
As a regular contributor to the Guadalajara International Film Festival’s digital agenda, I am thrilled that Peter Broderick is returning to the festival this year to share his insights and experience on new digital distribution strategies for filmmakers. With his pioneering spirit and bold approaches, Peter stands out as one of the world’s top experts in creative digital distribution strategies. A much sought after speaker at leading festivals and training forums, Peter has travelled to the four corners of the world to help filmakers embrace the opportunities of the digital era. Join us for this lively and inspiring session about the New World of Distribution.
THE NEW WORLD OF DISTRIBUTION
Welcome to the New World of Distribution. Many filmmakers are emigrating from the Old World, where they have little chance of succeeding. They are attracted by unprecedented opportunities and the freedom to shape their own destiny. Life in the New World requires them to work harder, be more tenacious, and take more risks. There are daunting challenges and no guarantees of success. But this hasn’t stopped more and more intrepid filmmakers from exploring uncharted territory and staking claims.
Before the discovery of the New World, the Old World of Distribution reigned supreme. Controlled by a small number of entertainment behemoths, it is a hierarchical realm where filmmakers must petition the powers that be to grant them distribution. Independents who are able to make overall deals are required to give distributors total control. The terms of these deals have gotten worse and few filmmakers end up satisfied.
Many of the rulers of the Old World continue to look backwards. Having spent their entire careers in this realm, played by its rules, and succeeded, they can’t see past the limits of their experience. For them, the Old World is the known world, which they refer to as “the film business.” They explain away the serious problems facing the Old World by citing the film glut, higher costs, mediocre films, and the historically cyclical nature of the industry. They seem to believe everything will be just fine with enough discipline and patience—if fewer, better films are made, costs are controlled, and they can hold out until the next upturn. These executives do not understand the fundamental importance of the internet.
In the New World of Distribution, a number of filmmakers have already made more than one million dollars selling their films directly from their websites. Other filmmakers have begun raising money online. In 10 days, Robert Greenwald received $385,000 in online contributions for his documentary “Iraq for Sale.”
The potential of the internet was also demonstrated by the inspirational documentary, “The Secret.” The filmmakers launched their film in the New World. During the first stage of its release, “The Secret” could be streamed or purchased at the film’s website, but was not available in theaters, on television, in stores, or on Amazon. During the next stage, the book was launched by Simon & Schuster in bookstores and online. After the book shot to the top of the bestseller list, “The Secret” DVD was finally made available in retail stores and on Amazon. Over 2 million DVDs were sold during the first twelve months of its initial release.
The following chart illustrates the essential differences between Old and New World Distribution:
© 2009 Peter Broderick
Peter Broderick
Peter Broderick is President of Paradigm Consulting, which helps filmmakers and media companies develop strategies to maximize distribution, audiences, and revenues. In addition to advising on sales and marketing, Paradigm Consulting specializes in state-of-the-art distribution techniques—including innovative theatrical service deals, hybrid video strategies (mixing retail and direct sales online), and new approaches to global distribution.
Broderick was President of Next Wave Films, which supplied finishing funds and other vital support to filmmakers from the US and abroad. He helped launch the careers of such exceptionally talented directors as Christopher Nolan, Joe Carnahan, and Amir Bar-Lev. In January 1999, Broderick established Next Wave Films’ Agenda 2000, the world’s first entity devoted to financing digital features.
A key player in the growth of the ultra-low budget feature movement, Broderick became one of the most influential advocates of digital moviemaking. He has given presentations on digital production at festivals worldwide and written articles for Scientific American, The New York Times, and The Economist. In 2004 Broderick launched Films to See Before You Vote, harnessing the power of film to impact the US presidential election. He is a graduate of Brown University, Cambridge University, and Yale Law School.
Now focused on the revolution in film distribution, Broderick gives keynotes and presentations internationally, most recently at Cannes, Amsterdam, Berlin, London, Brisbane, New York, and Los Angeles. He served as Program Co-Director of Digimart, the global digital distribution summits held in Montreal in 2005 and 2006. His seminal article, “Maximizing Distribution,” has been reprinted in publications around the world. His report, “Welcome to the New World of Distribution,” is a concise guide to the latest distribution strategies. Read his articles and subscribe to his Distribution Bulletin at www.peterbroderick.com.
January 2009
