Distribution isn’t about just getting your film out there—it’s about setting it up to succeed once it is. After years in the trenches, here are 3 key things every filmmaker should understand before releasing their project:
1. A Distribution Deal Isn’t Always a Win.
Not all distribution deals are created equal. A flashy offer with zero MG (minimum guarantee) and no marketing commitment can drain your momentum. Evaluate what’s actually being promised—not just what sounds impressive.
2. Your Film's Genre Decides the Rules.
Faith-based, rom-com, thriller, doc? Each genre has its own buyer profile, seasonality, and delivery expectations. Distributors know it—but filmmakers often don’t. Knowing the game your film is playing in gives you a huge advantage.
3. International Doesn’t Mean Global.
Selling to “international” markets isn’t one-size-fits-all. What works in Germany might flop in Mexico. You need a plan that identifies key territories, not just a blanket “world rights” strategy. Sometimes, the smartest move is carving out your strongest regions and licensing them selectively.
These are just a few high-impact tips I’ve learned representing projects across multiple markets. What’s something you’ve learned (or wish you knew earlier) about the distribution side of filmmaking?
Happy to share more if it helps anyone—just drop a comment or message me directly if you're navigating this space.
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Great tips and insight, Stephen Penn!
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Helpful tips!
To contribute:
- Never sign a deal that is longer than 3-5 years. Many companies want excessively long terms.
- Never sign a deal that has crazy recoupment fees. Example, 20k for marketing expenses. No fees, period. And if there is any, all must be pre-approved by filmmaker. Example: $500 for new poster and facebook marketing for one month.
- ASK other filmmakers about company they are considering and if they made money.
Also, see if company is going to try and get foreign sales or just put you on Tubi / YouTube. There are also companies that are simply putting your film on FilmHub - which is easy to find out.
Hope this helps too!
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Very insightful Stephen Penn and thanks for sharing!
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This is great and amazing to see so much experience and guidance distilled down into these practical guideposts. Thanks, Stephen Penn!
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This is a great rundown of the reality of the sales and distribution side of things. "International doesn't mean global" is particularly true. Comedy is always the one that this becomes particularly relevant for. Tastes in countries can also change depending on trends at that time.
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Well put Stephen Penn. Nothing is ever as good as it seems. Distribution has to be multi-faceted. It's best not to rely on exclusivity with one outlet or it screws you later. With today's technology and platforms, you can also become your own distributor and media.