Navigating the evolving landscape of documentary distribution
The challenge of finding homes for impactful documentaries
The 20th edition of the Camden International Film Festival (CIFF), held in Maine, sparked significant discussions about the distribution challenges faced by independently made documentaries. The festival, which began on September 12, brought together filmmakers, producers, and industry experts to explore the shifting dynamics of the documentary market.
The struggle for distribution
John Sloss, the founder and CEO of Cinetic Media, highlighted the difficulties in securing distribution for some of the most compelling documentaries showcased at festivals. Despite the success of selling the Christopher Reeve documentary “Super/Man” to Warner Bros. Discovery for a reported $15 million earlier this year, Sloss admitted that finding homes for other popular docs, such as “No Other Land,” has been challenging.
“No Other Land,” which delves into the resistance of Palestinian activists against forced displacement and settler expansion in the West Bank community of Masafer Yatta, was part of the CIFF lineup. The film has also been screened at TIFF and Telluride and won awards at the Berlin Film Festival. However, its controversial political content has made it difficult to secure distribution, reflecting a broader trend of streamers shying away from politically charged documentaries.
The rise of self-distribution
During a CIFF panel on September 14 titled ”Bottom Lines: Social Impact Storytelling and the Documentary Market,” filmmaker Brett Story discussed the challenges faced by her documentary “Union.” Despite successful screenings at 50 festivals worldwide, including Camden, “Union” was not picked up by a major distributor. As a result, Story and her co-director Stephen Maing decided to self-release the film in theaters in October.
“Union” tells the story of a group of current and former Amazon workers attempting to unionize employees at a Staten Island facility. The decision to self-distribute reflects a growing trend among documentary filmmakers who must now budget for both production and distribution. Service deals, where filmmakers pay a distributor to release their doc while retaining the rights, have become increasingly popular. Recent examples include ”War Game” and “Join or Die.”
The impact of political documentaries
Director Bonni Cohen, who has two documentaries in the festival circuit this year—”In Waves and War” and ”The White House Effect”—shared her experiences during the panel. Both films, which tackle political issues, premiered at Telluride and are seeking distribution. Cohen emphasized the importance of ensuring that her documentaries make an impact, regardless of whether they find a buyer.
“We are simultaneously developing our impact plan, which involves actual screenings on college campuses and communities,” Cohen said. This proactive approach highlights the need for filmmakers to think beyond traditional distribution channels to reach their audiences.
The role of documentary financiers
Producer and film financier Marie Therese Guirgis, who works at Play/Action Pictures, also participated in the CIFF panel. Play/Action Pictures, founded by Philadelphia Eagles owner Jeffrey Lurie, has produced award-winning documentaries such as “Summer of Soul” and ”Apocalypse in the Tropics.” The latter, which investigates the influence of the evangelical movement on contemporary Brazilian politics, is currently seeking distribution.
Guirgis noted that while Play/Action Pictures has not previously turned to self-distribution, the current landscape might necessitate this approach. ”If ‘Apocalypse in the Tropics’ doesn’t get distribution, it’s a challenge we are facing now,” she said, emphasizing the importance of making films accessible to a broad audience.
The future of documentary distribution
The in-person component of CIFF concluded on September 15, but online screenings are available from September 16 to September 30 for audiences across the U.S. This hybrid model reflects the evolving nature of film festivals and the need for innovative distribution strategies.
For cinema and TV series enthusiasts, the challenges faced by documentary filmmakers underscore the importance of supporting independent films. By attending festivals, participating in online screenings, and spreading the word about impactful documentaries, audiences can play a crucial role in ensuring these stories reach a wider audience.
For more information on the documentaries mentioned, you can watch the trailers and learn more about them through the following links:
- Super/Man
- No Other Land
- Union
- War Game
- Join or Die
- In Waves and War
- The White House Effect
- Apocalypse in the Tropics
By exploring these documentaries, viewers can gain a deeper understanding of the diverse and impactful stories being told in the world of independent filmmaking.