Maximize VOD Revenue with a Theatrical Release

From the HD Pro Guide Magazine archive: this article first appeared in HD Pro Guide Magazine, Vol. 2, No. 4 (2014). By Stacey Parks.

by Stacey parks There seems to be a whole lot of questions lately about how to "trick" the system into making more money with VOD/Digital distribution. People are amazed to find that they can have an iTunes premiere or wide distribution on other platforms. While it all looks good from the outside, really there is minimal cash flow from it all. So what can you do to kick start revenue and actually make money from the VOD channels?

One way that is gaining increasing popularity is to do a limited theatrical release on your own to help raise the profile of your film and get favorable reviews and press that you can leverage for exposure that hopefully translates to sales. For the last couple months, and through the end of the year, I have a handful of clients doing just that – investing in a limited theatrical release to kick start digital sales. Is it counter-intuitive to spend money in order to hopefully make more back later?

Well, the truth is that you've got to do something. It's getting to the point that without a publicity stunt like a theatrical release, certain platforms won't even consider you anymore. (We're looking at you iTunes!)

But it doesn't stop there. You must continue your promotional efforts even after your theatrical release. Some of the most effective ways to promote off the back of a theatrical premiere include email marketing and continued events and press. I have one client who released his film onto VOD a year ago and is still doing screenings almost every month to keep the sales coming in. That's dedication!

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