Setting a Release Date for your Indie Film Still Matters

On May 20th, 2022, we released our latest feature film Machination via Vimeo On Demand. We knew this would be our release date since early April. We contacted a PR agency, October Coast, to premiere our trailer, spread the news about the release, garner interviews and reviews for the film, and basically help launch Machination. So far, so typical, right?

Not necessarily. The trend these days seems to be to release micro-budget films via a small distributor or a marketplace like FilmHub, wait for platforms like Amazon or Tubi to pick-up the film and randomly begin streaming it, and only then begin promoting the film. The idea is to release “everywhere all at once” so viewers have choices where to watch the film. They can also watch it immediately, instead of waiting for a particular date.

It is the instant gratification release, designed for an audience who have infinite entertainment options, and no patience to wait for your micro-budget film.

Read More

How Long is a Feature Film?

This week, I finished yet another edit pass on Machination, our pandemic inspired horror / drama that follows the plight of a character named Maria suffering from mental illness in the face of a world pushing fear. It is running at 62 minutes, minus opening and closing credits.

When the first cut clocked in at only 60 minutes, we went back to the drawing board and wrote new scenes to be filmed. We called back the lead actor Steffi Thake and even recruited new actors to play additional characters, young versions of Maria and her brother Yorgen, which we meet in dreams and flashbacks in the story.

We had this idea in our head that we wanted the film to run for at least 70 minutes. For some reason, 70 minutes felt like a feature to us whereas anything under wasn’t quite there. But why did I feel this way? Wasn’t 70 minutes still on the short side? What is the length a film needs to run to quality as a feature film?

Read More

Releasing an Indie Film During a Pandemic

In February this year, Sarah Jayne wrote an article about self-distributing our feature In Corpore. She talked about screening the film in a cinema in New York, one of the settings of the film, perhaps doing a tour of the country à la The Joyful Vampire Tour of America, and then doing cinema screenings in the remaining countries we filmed in: Australia, Germany, and Malta.

Well, none of that went ahead. The world changed, as we all know; a global pandemic brought everything to a standstill. And still we aren’t clear of the spectre of this virus, with different parts of Europe facing another lockdown, America still out of control, and Australia suffering too. The way films are distributed changed, perhaps irrevocably. Cinemas shut like so much else. The traditional release windowing model was scrapped, blockbuster films like Mulan streaming for free on Disney+ as a $200 million dollar experiment, while Tenet by Christopher Nolan stuck to its guns and became the first Hollywood tent-pole to launch in theaters following their prolonged shutdown, the bold move hailed by executives and media as the saviour of cinema.

It bombed. Studios were spooked. Cinema wasn’t saved.

Read More