How to Get Your Documentary Distributed: A Beginner's Guide

After months or even years of hard work, it's finally time for the critical step of getting your documentary out to the world: distribution. Distribution isn't just about getting your film in front of viewers—it’s about making sure it reaches the right audience and makes a meaningful impact. This guide will help you understand what goes into successful documentary distribution, covering everything from working with a distributor to exploring self-distribution options.

Distributor vs. Self-Distribution: Pros and Cons

When distributing your documentary, you have two main options: working with a distributor or self-distributing. Each has its own set of advantages and disadvantages.

Working with a distributor means leveraging their industry contacts and marketing expertise. Distributors can get your film onto major streaming platforms, into theaters, and to television broadcasters. They are experienced in promoting films and maximizing their reach, which significantly increases the likelihood of your documentary reaching a large audience. However, distributors take a considerable share of the profits, often leaving you with a smaller cut. You may also lose some control over how your film is marketed and where it is exhibited.

Self-distribution, on the other hand, gives you full control over when, where, and how your documentary is distributed. You keep a larger percentage of the revenue and have a direct connection with your audience. However, it is time-consuming and requires substantial effort. You must take charge of marketing, negotiate screening opportunities, and navigate distribution platforms. Without established contacts, getting your documentary onto major platforms can be challenging, and upfront costs for marketing and hosting can add up.

What Is a Documentary Distributor and How Are Documentaries Distributed?

A documentary distributor's job is to get your finished film in front of the right audience. They achieve this through a combination of streaming services, theatrical releases, educational sales, and more. Documentaries can be distributed through a variety of channels:

• Film Festivals: A traditional but effective route for exposure and connecting with potential distributors. They help build buzz around your film and provide networking opportunities.

• Streaming Platforms: Platforms like Netflix, Amazon Prime, and niche platforms like Curiosity Stream can help reach a global audience. A sales agent is often needed to navigate deals with these services.

• Broadcast Television: Networks like PBS or National Geographic offer valuable options for reaching specific audiences.

• Educational Sales: Schools, universities, and libraries often buy licenses for educational use, providing a steady source of revenue.

• Direct Sales and Video-on-Demand (VOD): Platforms like Vimeo On Demand allow you to connect directly with your audience, giving you greater control over sales.

While distribution makes your film accessible, exhibition involves the actual showing of your film at theaters, festivals, or other venues. Understanding both concepts is crucial for planning how to increase your documentary's visibility.

Steps to Distribute Your Documentary

To distribute your documentary effectively, you need to be prepared and have a clear plan. Here are some key steps:

First, build your network. Attend events, make connections, and follow up. Networking helps you understand the landscape and find the right partners. Then, research potential distributors. Not every distributor is suitable for every film. Look for distributors that specialize in topics similar to yours or have worked on projects that align with your film.

Know your audience. Understanding who your film is for will help shape your distribution strategy—whether that means festivals, streaming, or educational markets. Prepare professional distribution materials like a high-quality trailer, synopsis, poster, and lookbook to help make a strong impression.

Film festivals are a key component of many documentaries' distribution plans. They provide exposure, networking opportunities, and can lead to distribution deals. If your goal is to get on a major streaming service, you will likely need a sales agent to help with connections. Sales agents have established relationships that are critical for securing spots on large platforms.

Self-Distribution: A Step-by-Step Guide

If self-distribution seems like the right path, there are several approaches to consider. Video-on-Demand platforms like Vimeo On Demand or Amazon allow you to set your pricing and control access, making it easier to maintain ownership. You could also create a YouTube channel to build an audience and share supplementary content such as interviews, behind-the-scenes footage, and trailers.

Launching a dedicated website can serve as a hub for both digital streams and DVD sales, allowing you to engage directly with your viewers. Organizing grassroots screenings at local theaters, schools, or community centers can also be effective for reaching a community-focused audience.

Don’t overlook the educational market, which can provide consistent revenue and long-term visibility. Partnering with universities and schools is an excellent way to share your documentary while making a positive impact. Lastly, consider crowdfunding and outreach to support your distribution efforts. Platforms like Kickstarter can help raise funds for marketing and distribution, while social media and newsletters can expand your reach.

Who Are the Major Players in Documentary Distribution?

Major distributors for documentaries include Netflix, National Geographic, PBS, and Gravitas Ventures. Each distributor focuses on different aspects of documentary content and distribution. Research their portfolios to see which might be the best fit for your project.

Securing Distribution for Your Film

Getting your documentary distributed requires a combination of strategic efforts. Submitting to film festivals can provide visibility and attract potential buyers. Hiring a sales agent is a good option if you want to target a large platform—they can leverage their connections to get your film seen by the right people. Be proactive with direct outreach to distributors by tailoring your pitch to highlight why your film fits well in their lineup. Building buzz through press coverage and smaller screenings also makes your film more attractive to distributors.

The Future of Documentary Distribution

Documentary distribution is evolving, largely due to technology and changing viewer habits. Social media platforms like YouTube, Instagram, and TikTok have become increasingly important for distributing documentaries. YouTube, in particular, is becoming an alternative to traditional streaming services, especially with the rise in connected TV usage. Documentaries hosted on YouTube can reach new audiences at lower costs while benefiting from higher viewer engagement.

Brands are also stepping into the role of distributors. Companies like Patagonia and Red Bull are now funding and distributing documentaries that align with their brand values. This creates opportunities for filmmakers to collaborate directly with brands for both funding and exposure, leveraging the audience and marketing power of these companies.

Niche streaming services like Curiosity Stream and OVID.tv offer targeted audiences for documentary filmmakers. Unlike broad platforms, these services attract viewers specifically interested in documentary content, leading to higher engagement and a more sustained interest in the films.

Cinema Distribution is Evolving

The landscape for cinema distribution is also undergoing significant changes. Traditional theatrical releases are becoming less common for documentaries. Instead, many filmmakers are finding success through limited releases at independent theaters and grassroots screening events. By focusing on creating unique viewing experiences and building a dedicated audience, filmmakers can effectively reach people who are genuinely interested in their work.

The future of documentary distribution increasingly revolves around building and maintaining an audience. Platforms like YouTube and social media give documentary filmmakers direct access to viewers, making it easier to cultivate a loyal fanbase. Successful filmmakers like Ava DuVernay have used both traditional and digital platforms to build an engaged audience, ensuring continuous support and visibility for their projects.

In this changing landscape, adaptability is crucial. By embracing new technology, leveraging social media, and finding creative ways to connect with audiences, documentary filmmakers can thrive.

Take the First Step

Now that you have a better understanding of documentary distribution, it's time to choose the method that best suits your film and start building your plan. Effective distribution can be challenging, but with persistence and the right strategy, you can get your documentary in front of the audience it deserves.