From Scott Kirsner’s ITVS Digital Initiative: Report from the Field about the digital strategies for social issue filmmakers.
1. Make sure DVDs are available when audiences are most interested in the film: during the theatrical run, during festival screenings and at the time of the first TV broadcast.
2. Consider producing at least two versions of the DVD, at two different price points: one for general audiences and a second version for educational/group use, with discussion guides and supplemental material.
3. Carefully evaluate distribution offers that wrap up digital rights with theatrical or home video rights. What will the distributor do in the near-term to generate revenues with those rights?
4. Focus digital distribution efforts on outlets with already-established audiences (such as Apple’s iTunes or Amazon.com’s Unbox); if working with a newer outlet, negotiate for premium placement on the site and additional promotion.
5. Whether selling DVDs or digital downloads/rentals with a business partner, insist on regular reporting of sales figures and the ability to audit them.
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