Wednesday 1 June 2011


An independent film (an indie film), is like an independent soft drink, ie, a drink not backed by Cola Cola. If you don't have distribution tied up you are nowhere. And that's life, in just about every industry. A studio film has distribution. Coca Cola has distribution. The big brands have the supply chain nailed down. That is why that Vitamin Water stuff is everywhere. Coca Cola made it happen. And that is why we sometimes have bad movies out there - their destinies are tied up long before the film is shot. And this means we all gotta take the good with the bad.

Indie films, like indie drinks, or anything indie for that matter, really has to battle to get these products out there. But one thing is always certain: if you create something with magic, it will find a way to market. Someone will give you a slot in their distribution machine, for a fee of course. Because magic gets eyeballs, and for a share of those eyeballs, the majors will always want in.

This coming weekend I get to see the 1st cut of Material. Please God there is magic in it. If there is, finding a distributor will be a good journey.

Posted by Ronnie Apteker