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Distribution Avenues in the Edu Market
Avenues for distributing to the Edu Market?
Traditional educational distributor
- Handle most matters for you
- Selective about who they work with
- You handle most matters yourself
- Increased control
Something in between
- Filmmakers cooperatives - New Day Films, Film-Makers Cooperative
- Hire consultant or advisor
Norms in the Educational Market
A few norms in the educational marketplace on how to sell these things to Buyers
Purchasing a copy
- DVD is still preferred physical format
- Closed Captioned
- Length - keep in mind a class is 50 minutes long; variable lengths
- Educational ‘extras” - guide on how to address specific issues; quizzes, curriculum tie ins (K-12)
- Often higher priced - $200 - $500 average range
- Why? Niche educational topics -have a very focused and small audience
- Rational: Sell relatively few copies, so you need to charge more per copy to break even. If nobody can make money creating specialized content, what’s the incentive to create it?
- Tiered pricing - $300 for college; $150 for public library; $30 for individual
- Keep in mind, you can only effectively implement tiered pricing if you control all the sales
- Libraries can purchase Home Video versions. If something’s available on Amazon for $20, a library can buy it
- If you directly control sales to libraries and individuals, you can decide who you will sell to and for what price.
- Zipporah/ Frederick Wiseman is a good example of tightly controlling his work
Public performance rights (PPR) for an open screenings
- Many filmmakers include this as an “bonus feature” when charging higher prices
- Limited PPR - Ex: on campus, under 50 students, not admission charged.
- Some filmmakers change $ for EDU DVD or $$ for EDU + PPR
- Additional fees for additional needs - if someone wants to charge admission or open the screening up to the general public
- Remember, PPR is not needed to show a film in class
Online access to films
- Needed more and more - online courses, students preferred anytime/anywhere access
- Digital Rights - Permission for the buyer to digitize and put the film online in a protected environment
- Access levels - to all currently enrolled students or to a specific course
- For how long? 1 semester, 5 years (standard), in perpetuity!
- Prices changes according to what you’re selling
- Provide streaming Access
- When the filmmaker or distributor hosts the online film and managed access
- Similar to online journal databases - things are moving in this direction
- Subscribe to 1 film or a collection of films
- Libraries can’t use individual streaming options like Amazon Instant, Itunes, download codes, etc
Educational Film Distributors
This is an uncomprehensive list of film distributors working in the educational/ non theatrical market.
Alive Mind Education (Kino Lorber)
Content specialty is centered in the humanities with a focus on the transformations of culture and self.
Appalshop is a non-profit multi-disciplinary arts and education center in the heart of Appalachia producing original films, video, theater, music and spoken-word recordings, radio, photography, multimedia, and books.
Ecology, energy, agriculture, indigenous peoples, women's studies, genetics, marine biology, sustainable development, community regeneration, economics, ethics, and conflict resolution. In recent years we have released many films about developing countries, globalization, changing gender roles, and human rights. Styles range from animation to drama and from personal essay to investigative documentary. There are programs suitable for all ages from pre-kindergarten through adult.
Cutting edge, social justice films that inspire, educate and engage audiences.
Canyon Cinema’s unrivaled collection of more than 3500 films traces the history of the experimental and avant-garde filmmaking movement from the 1930s to the present.
Quality multi-language films to the non-theatrical market across Canada and more recently into the United States.
The Cinema Guild
Documentary, foreign, and independent films.
Innovative film and video works on the social issues of our time, with a special focus on healthcare, mental health, professional ethics, aging and gerontology, disabilities, the workplace, gender and family issues.
First Run Features
First Run has an educational/non-theatrical division, and it also licenses its titles to television and cable outlets and through internet platforms.
Frameline’s mission is to support, develop, and promote lesbian, gay, bisexual, transgender, and queer visibility through media arts. Through a variety of programs and activities, Frameline provides access to films and videos dealing with a wide variety of issues related to sexuality and gender.
Specialize in social, political, and historical documentaries, our collection includes a wide range of films with varying creative approaches and themes. We work with filmmakers and independent production companies from all around the world, seeking out films that provide innovative and informative views of a rapidly changing world.
National Film Board of Canada
Animation, documentaries, experimental films and alternative dramas. We showcase films that take a stand on issues of global importance that matter to Canadians – stories about the environment, human rights, international conflict, the arts and more. Works that push the boundaries, give a voice to the underrepresented, and build bridges between cultures.
New Day Films
New Day is a filmmaker cooperative project. Social issue documentary and fiction titles for non-theatrical distribution.
Passion River Films
Independent documentary and art house distribution and marketing services.
Third World Newsreel
Independent film and video by and about people of color and social justice issues.
The Video Project
Educational media and documentary programming on critical global and social issues, science and health.
Women Make Movies
Independent films by and about women.
Seventh Art Releasing
Theatrical distributor with a video label and a full-time world sales unit, working mostly in docs.
SubCine is an artist-run and artist-owned collective of Latino issue film and video makers.
Zeitgeist Films is a New York-based distribution company founded in 1988 which acquires and distributes the finest independent films from the U.S. and around the world.