Distribution of documentary in South Africa based on our 2010 indie documentary "Unhinged: Surviving Jo'burg" and our distribution thereof

1. SELF DISTRIBUTING INDIE DOCIES
By Pascal Schmitz from Amariam Pictures

2. Overview
• PR And Traditional Press
• Website, FB Page, Twitter
• Posters, DVD Covers, POS
• Merchandising
• Theatrical Screenings In Independent Cinemas
• DVD Distributors Local
• Online Sales - Amazon And Create Space
• DVD Retailers Local
• Indie Retailers
• Broadcasters Local And Local Sales Companies
• Festivals And Markets
• International Sales Companies, Distributors And Broadcasters

3. PR and Traditional Press
• Press release and press kit (include pics etc..)
• PR person – Sam Swaine ; someone with good
personal contacts in the right media for your
film
• PR strategy – all about timing; you can’t run
the story twice
• Launch – something unique will attract press
• Newspapers, Magazines, TV and Radio

4. Website, FB Page, Twitter
• Website first! Central portal for all distribution
platforms (www.unhingedsurvivingjoburg.com)
• Word press – content management
• FB Page – grow your audience
• Twitter – update and engage
• Blogs – engage with relevant audiences

5. Posters, DVD Covers, POS
• Posters – Start early.
Something that stands out
• DVD cover – align to poster
design
• POS: Standies – Timing and
cost
– Perspex stands – cost
effective; Mr Plastic.
Retailers won’t accept
though

6. Merchandising
• Love Jozi Partnership
• T-Shirt DVD combo
• Stickers
• Water Bottels

7. Theatrical Screenings
• The Bioscope (JHB)
• The Labia (CT)
• Avalon Group ?
• Own screenings:
– Residents Associations
– Churches, Synagogues, Mosques and Temples
– Community Centres
– Pubs

8. DVD Distributors Local
• Long term partnership and also the right distributor for
your type of film. A lot of retailers require an account which
only distributors will get e.g. L&L, Exclusive Books
• Soulcandi – Hip/Music www.soulcandi.co.za
• Fireworx Media - Niche www.fireworxmedia.co.za
• Max Play – 100 DVD start www.maxplaysa.com

9. Online Sales - Amazon and Create Space
• Create Space is self distribution division of Amazon.com
• Banking fees are high because they send cheques
• You need to register for a Tax number with IRS using the
SA – US Tax treaty to be exempted
• Amazon.com sales = 55% royalty minus $5 DVD cost.
Approx. $6 on $20. Using Amazon traffic
• E-Store sales = 85% royalty minus $5 DVD cost. Approx.
$12 on $20. Using your own traffic
• SA online sales through Take2. Supplied by Soulcandi
www.take2.co.za

10. E-Store

11. DVD Retailers Local
• Partnering with one brand why?
– Easy for public to remember
– More support from that retailer
– Creating a relationship and getting information
– Quality retail as opposed to quantity

12. Indie Retailers
• More margin to be made with Indie retailers but
smaller quantities and more work involved
– Bioscope
– Own Screenings (100% of the Margin)
– The Cameraman (Gear Rental House)
– DVD Gurus Melville
– Love Jozi
– The Street Store
– My Mom’s Place
– Boot of the my Car

13. Local Broadcasters and Sales Companies
• Pay TV first and then free to air
• Max $6000 for 18 month license (TOPTV)
• Dan Jawitz from Fireworx our sales agent
– I don’t want to deal with broadcaster
– Long standing relationship usually required or lots
of time and patience (and airtime)

14. Festivals and Markets
• Strategy for premiere required: world/continent/country
• Festivals: IDFA, Hot Docs, Sheffield
• Markets: IDFA (Docs for Sale), Hot Docs (Doc
Shop),MIPCOM, MIPDOC
• Local: TCFF, Encounters, DIFF, Africa on Screen
• Financial Assistance:
– NFVF: Accepted film and letter of invite. Only cover
basic costs but reimburse quickly
– EMIA: DTI division. Requires company with TAX
clearance certificate. Refund after trip. Cover more

15. International Sales Companies
Distributors and Broadcasters
• Picked up sales company at Docs for Sale called Sideways
• Select sales company that has a catalogue with films similar
to yours – they usually specialise
• Ask other filmmakers in their catalogue if they are any good
• Sales company will try to sell to distributors or broadcasters
• Takes very long for sales to be realised
• We contacted all the broadcaster, sales agents and
distributors in the Docs for Sale catalogue before the
market and set up a Swedish TV sale
• Insist on minimum sales amount after 24 months and
minimum exposure at markets
• 20%-35% sales commission – watch the costs they take off

16. Thank You