Hybrid Distribution is catching on.
First conceptualized by Peter Broderick, who runs Paradigm Consulting in LA, this new form of indie distribution is a way for independent film producers to find their audiences by retaining sales rights and working with multiple third party distributors rather than following the traditional route of giving away all rights to a single distributor …
Manohla Dargis, in his article, “Declaration of Indies: Just Sell It Yourself!” for The New York Times (January 14, 2010) writes,
“… inside a conference room at the University of Southern California in Los Angeles, a film consultant named Peter Broderick was doing his best to foment a revolution … In the Old World of distribution, filmmakers hand over all the rights to their work, ceding control to companies that might soon lose interest in their new purchase for various reasons, including a weak opening weekend. (“After the first show,” Mr. Broderick said, repeating an Old World maxim, “we know.”) In the New World, filmmakers maintain full control over their work from beginning to end: they hold on to their rights and, as important, find people who are interested in their projects and can become patrons, even mentors. The Old World has ticket buyers. The New World has ticket buyers who are also Facebook friends. The Old World has commercials, newspapers ads and the mass audience. The New World has social media, YouTube, iTunes and niche audiences .”