WHAT IS DISTRIBUTION 2.0?
Distribution 2.0 is a professional network created to explore new means of marketing and distributing independent international feature films. Created as a pilot project in 2011/2012, Distribution 2.0 is designed to become a model in the worldwide film distribution of independent films. Distribution 2.0 encourages distributors, sales agents and filmmakers to pioneer and exchange ideas and experiences to market films foreign to their markets through social networks, viral marketing, digital distribution, day and date releases and flexible programming structures. Many of these are discussed frequently and this project is about putting these into practice and evaluating the results. All partners explore the options that the digitalization process (theatrical, promotion and Video on Demand), new marketing and distribution means can offer to the circulation of independent films outside their home markets. Surprisingly, the evaluation of our business shows: many independent distributors are eager to explore new paths but very few are capable to implement their vision. Each independent distributor is a single unit. Testing new distribution means is time consuming and increases the risk of investment. Independent companies lack the investment capacities with which vertically integrated companies can force experiments into the market. Nevertheless, independent companies can create new strategies with much smaller investments. Distribution 2.0 supports a group of selected distributors in these investments. Within this project, trade shall not be limited to films but shall include ideas, concepts, and visions.
Distribution 2.0 2012/2013 This first session shall be seen and evaluated as an initial implementation phase. Summarizing it, most partners have selected to initiate long-term projects. One of the core findings when analysing the initial session is that no matter how quickly developments may appear to be, the implementation of new schemes is either a heavy investment or a long way down the road of perceiving results.
Distribution 2.0 fused multiple singular projects with no apparent connection into a single vision at the end of the session: Our Mexican partner Canana’s efforts to exploit European films on newly emerging legal VOD platforms in Mexico and pushing on release schemes led to their initiation of the “Canana on Demand” channel.
Taiwan’s Joint Entertainment’s idea to research their Arthouse audience and create an App which would remind them in a personalized way of visits to the cinema, shifted towards building a Video-on-Demand platform. Since their research indicated a lack of Arthouse films available to the Taiwanese audience online, the platform will be dedicated to these films and shall additionally serve Joint Entertainment’s communication with their theatre audience.
The Match Factory’s efforts to create social media profiles for their directors and initiating direct to VOD releases across a number of territories revealed the need for additional marketing and promotion when releasing online only. In consideration of the current limited revenue streams for online exploitation of films, such marketing efforts must be cost efficient in order to be economically justified. Consequently, the investment in a single, long-term brand may lead to a more sustainable result rather than an investment in a single title. A slate parties. We have chosen this to become a target issue of the 2013 session. Independent companies will rarely be those establishing On-Demand platforms in a heavily competitive market. However, it will become a crucial tool to position independent films on multiple platforms in a competitive situation, not only competing with thousands of available films. The establishment of branded channels and dedicated fan groups is a must to stand out from this competition. It is our aim for the coming sessions to explore the options on the best marketing and positioning in this regard.
During the Europa International conference many more parties have already profited from sharing the knowledge and ideas.











