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Jack Huston’s Fight for a Fair Distribution
Entering the arena with ‘Day of the Fight’
Jack Huston, well-known in the film industry and grandson of the legendary filmmaker John Huston, faced an unexpected battle when he directed his debut film, “Day of the Fight”. Despite receiving praise at the Venice Film Festival, Huston realized that securing a fair distribution deal in today’s competitive theatrical marketplace was going to be much tougher than anticipated.
“We took on a sort of impossible feat by making a black-and-white period movie starring Michael Pitt,” Huston remarked. The film, which also features talents like Joe Pesci, Ron Perlman, and Steve Buscemi, delighted audiences, including top distributors. However, contractual limitations on black-and-white films posed significant obstacles. Huston was determined: “The way this film gets lost is if I make some deal for a one-theater and same-day PVOD release. That’s how this film disappears.”
A new distribution strategy
Huston had conversations with major players like A24, Netflix, and Focus Features before deciding to partner with Falling Forward Films for a strategic Nov. 15 platform release and awards season push. It’s been a creative solution in the current landscape where specialty distributors have been scaling back their slates. Falling Forward Films and other emerging boutiques like Briarcliff Entertainment, Mubi, Vertical, and Ketchup have seized the opportunity to bring more diverse and prestigious projects to wider audiences.
Embracing new partnerships: Fearless filmmakers and bold distributors
Coralie Fargeat, the mind behind “The Substance”, chose to work with Mubi for her satirical body horror thriller’s wide release. Fargeat recalls, “When we were selected for Cannes, we screened the movie to find a distributor, and Mubi was so enthusiastic. They understood the unique position of the film—an entertaining, wild ride for the audience while addressing deeper themes that resonate with our world.”
Like Huston, Fargeat valued a distributor who upheld her vision and involvement. Huston noted, “We’ve gone too far to hand the movie over to someone who could promise you the world and give you nothing.” Both directors appreciated being part of the release strategy and staying involved in every aspect.
The current state of independent film distribution
The specialized film category is undergoing a renaissance, flourishing despite the pandemic’s pressure on traditional theatrical models. A significant number of new independent distributors have emerged since 2020, achieving varied levels of success. These new entrants, although sometimes releasing less-than-stellar films, play a crucial role in supporting films that need a wide domestic release and can give new life to awards season contenders.
Briarcliff Entertainment, founded by industry veteran Tom Ortenberg, stands out as a key player. Ortenberg quickly brought the controversial Donald Trump biopic “The Apprentice” to theaters just before Election Day, overcoming numerous hurdles. “There’s a void in the mid-size theatrical distribution space,” Ortenberg said, reflecting on his career’s comfort zone. His diverse slate includes commercial fare like “Werewolves” and riskier films like “Magazine Dreams”, which had its complications but also undeniable promise.
Indie hits and the evolving theatrical window
Some of this year’s biggest indie films include Neon’s horror entry “Longlegs” ($74.3 million), A24’s thriller “Civil War” ($68.6 million), and the low-budget slasher “Terrifier 3” ($50.5 million and counting). These films debuted in over 2,500 theaters, leveraging genre appeal for widespread success. However, the average theatrical-to-digital window has shortened drastically, from 80 days in Q3 of 2019 to just 32 days in Q3 of 2024, creating new challenges for maintaining traditional word-of-mouth momentum.
Indie distributors adapt to these changes by extending windows when necessary. Faith-based films have kept strong performances in theaters, with titles like “Sound of Freedom” ($184 million) benefiting from extended runs before digital release.
Innovation in distribution strategies
ShowBiz Direct capitalized on targeting specific audiences, grossing $30 million for the Ronald Reagan biopic “Reagan” with a concise 45-day theatrical window. This approach of honing in on niche demographics is becoming more common among new boutique distributors, proving effective in a volatile market.
The art of maintaining control
Variance Films founder Dylan Marchetti exemplifies the intricate dance of modern film distribution. Having worked on indie blockbusters like “Taylor Swift: The Eras Tour” and “RRR,” Marchetti understands the balance of broadening reach while managing resources efficiently. He emphasizes the importance of strategic marketing: “On a constrained budget, stretching a release out for weeks can be costly. Digital marketing has shifted the landscape, making it crucial to target effectively without wasting resources on areas where the film isn’t yet available.”
Ketchup Entertainment showcases that even without platform releases, it’s possible to be an awards season player. This year, the company secured Jessica Chastain an Indie Spirit nomination for her performance in “Memory”. CEO Gareth West highlights their collaborative approach with filmmakers, integrating their input from marketing materials to release strategies.
Looking ahead
Vertical Entertainment, known for titles like “Emily the Criminal” and “Lee”, is expanding its library with more prestigious projects. Their upcoming thriller “The Order” stars Jude Law and Nicholas Hoult and has made its way through the festival circuit, setting the stage for a Dec. 6 premiere.
Several distributors like Ketchup and Highland Film Group continue to play significant roles in this evolving landscape. Highland’s domestic arm, The Avenue, has seen success by selecting projects early, ensuring they’re well-positioned for the U.S. market.
New possibilities for indie filmmakers
New opportunities shine a light on indie filmmakers aiming for the big screen. Metrograph Pictures, now under the leadership of A24 veteran David Laub, underscores the increasing possibility for unique and distinctive voices to reach audiences.
Writer-director Nicholas Colia’s “Griffin in Summer,” which won multiple awards at Tribeca, is a testament to the power of word-of-mouth success. Colia’s dedication to finding a passionate distributor echoes the industry’s broader trend—ensuring that unique stories get the spotlight they deserve.
The array of emerging and established distributors, innovative release strategies, and the enduring passion of independent filmmakers all highlight a dynamic, evolving market that rewards boldness and creativity. Keep following for more exciting updates and insights into the ever-shifting world of film distribution.
