Crawford
A Study in Independent Film Distribution & Film Marketing

Last year, Crawford was one of the many submissions received by the Strasbourg International Film Festival. While it was a well-made interesting film, it fell to the wayside for reasons other than the film itself.

A festival can only take so many films on a given subject or in a particular genre and many things go into play when choosing which film is the best match for a line-up or festival. We were thrilled Crawford considered our festival. It was the right kind of film for our kind of festival. Smart. Intelligent. Thought-provoking. Informative. Well-made.

The reason I give you this history is because programming SiFF introduced me to Crawford. Since this initial introduction, I’ve had the opportunity to watch Crawford’s attempts at marketing and distribution. I’m not privy to all that the filmmakers of Crawford have done to promote it, but I have been impressed by what I’ve seen.

First and most importantly, the filmmakers didn’t give up. Second, they used both common and unique avenues of marketing and creative strategizing to bring their film to the public.

Marketing and Distribution

Film Festivals
Email Updates of Achievements, News and Upcoming Events
First Major Online Premiere with Press Coverage
A Host-Your-Own 50-State Screening Party January 1-19, 2009
Made Film Available Through Normal Online Distribution Channels

The filmmakers submitted their film to festivals. After that awareness and marketing campaign (because, YES! that is what taking your film on the road to festivals means - whether or not you attend the fest), they (put out a press release or used connections) got some respectable news coverage saying that via Hulu, Crawford would be the first major online movie premiere in history. Nice tagline/marketing tactic, wouldn’t you say? Then, the filmmakers created a DIY nationwide screening campaign complete with how-to details so that even the most novice of novices could through a screening party.

Alternative Avenues for Making Money

Screenings Kit Sales
Merchandise Sales
DVD Sales
VOD Sales
Donations

My guess is that once the Crawford filmmakers realized they weren’t going to get a traditional distribution deal anytime soon, they decided to seek other avenues of both making money and getting their film screened.

The Crawford Screening Party Kits start at $50 and include 5 double-disc DVDs. You could buy a Crawford T-shirt. Feel free to purchase the DVD which you can keep with you always. Or, video-on-demand is always an attractive environmentally friendly alternative!

The filmmakers of Crawford are an example of a new and rapidly growing movement of independent filmmakers taking charge of their film’s destiny in the new world of film distribution. Filmmakers can take things into their own hands. Their films do not need to be shelved in the closet anymore once traditional avenues of distribution have been exhausted. If you have a decent product and are willing to put the time in, you have the opportunity to find an audience - like never before.

Here are some reviews for Crawford…

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