vhx at tiff: "direct distribution for everyone" by adam klaff
DESCRIPTION
Presentation given on direct distribution at Toronto International Film Festival's Doc Conference by Adam Klaff. slide 2: The Internet has allowed creators and their fans to communicate more directly and build closer relationships than ever before. Aziz Ansari saw what Louis CK had done – distributing his comedy special for $5, DRM-free, right off his website – and wanted to do the same thing. He approached VHX co-founders Jamie Wilkinson (Know Your Meme) & Casey Pugh (Starwars Uncut) two and a half years ago to help him with the technology. This was the genesis of VHX. slide 3: We've built a scalable platform to make it easy to sell directly to your audience, from your own website. At its core, it's a customizable self-publishing platform with eCommerce, tailored for video. slides 4 to conclusion: I gave some background and history of VHX, and tried to dispel some myths and confusion about direct distribution. Namely: - Are direct distribution and digital distribution the same thing? No. Putting your work in a third-party marketplace on-line is not the same as direct distribution. Something is direct when you own the relationship, you are in control of the experience, and the connection is between the fan and and the creator, not between the fan and the retailer. - Is direct distribution only a "Plan B"? No. You can (and should) use all the tools at your disposal. Do not think of distribution as zero sum. I then walked through the release of the documentary STRIPPED, which won festival accolades, reached the top spot on iTunes, and also sold dozens of hours of bonus material on their site. We've previously covered STRIPPED's novel use of monetizing additional content: http://http://blog.vhx.tv/post/87895429085/stripped-documentary-direct-distribution-bonus-content They were successful in direct distribution because, using VHX's technology, leveraged the Internet's opportunities for freedom (in geography, pricing, branding and more), data (which resolves the big questions about who and where your fans are and what they want), and ubiquity (sharing your work everywhere to propel maximum exposure). Feedback, as always, is welcome. What I was mainly trying to get across is that the open Internet offers the unique opportunity to open up new value for your work and form a meaningful relationship with your audience. If you have video worth paying for, and something to say, you stand to benefit greatly."TRANSCRIPT
DIRECT DISTRIBUTIONFOR EVERYONE
AZIZ
vv v
IS AN OPEN PLATFORM WHERE ANYONE CAN SELL VIDEO DIRECTLY TO THEIR AUDIENCE
What is
DIRECT DISTRIBUTION?
DIGITAL DISTRIBUTION
VS
DIRECT INTERNET DISTRIBUTION
Individualfilmmakers
WHO CAN USE DIRECT DISTRIBUTION?
DistributorsAnyone with video to sell
“But my ________ says I shouldn’t.”
InvestorSales AgentDistributorNeighbor…
WHY SHOULD YOU?
Freedom Data Ubiquity
Data to communicate directly with their
audience
Freedom to package content however they wanted
% SALESPACKAGE % REVENUE
$1
$2.99
$14.99
$19.99
$34.99
$49.99
12%
36%
19%
9%
23%
1%
2%
22%
15%
14%
1%
48%
OUTSIDE MARKETPLACES
50%of 1st Month Sales
29%of 1st Month Sales
• Worldwide release on all platforms +
theatrical after Sundance premiere
• In All-Time Top 5 docs on iTunes
• Worldwide release on site, Steam, iTunes
• Nationwide theatrical tour
• #1 Doc, #14 Overall on iTunes
OWN WEBSITE
30%of gross income
• Worldwide release on site and iTunes
• #1 Doc on iTunes
+
