Distribution and monetization of short films

By Boluwatife Daniel-Adebayo

Over the years, Independent filmmakers have had limited access to well established distribution channels into theatre without the backing of major studios. With the new age brings a different approach to how independent filmmakers can distribute their films. In the digital age of film distribution, distribution channels into theatre for films have evolved.

The introduction of streaming platforms has changed the way in which films are being consumed. Over the past decade, subscription video on demand platforms like Netflix, Amazon, Disney, Hulu, Mubi etc. have changed the approach to the distribution of films. Viewers now have the ease of an on-demand access. The ability to watch films anytime and anywhere in comparison to traditional distribution models.

Streaming platforms eliminate geographic limitations, enabling films to reach a global audience at once. They provide valuable analytics and data that can inform marketing strategies as filmmakers can access detailed viewer statistics, including demographic information and viewing habits, which can be used to tailor promotional efforts and optimize consumer expectations. This data-driven approach enables more precise targeting and enhances the potential for a film to gain traction in a competitive market.

Platforms such as YouTube and Vimeo provide a direct-to-audience route but come with their own set of challenges. YouTube’s algorithm, for instance prioritizes engagement metrics i.e., listens, views and likes. The algorithm learns from human interactions and thus create a filter bubble where users are given content that align with their previous behaviour.

Most often than not, these platforms promote their original content than independent contents. The independent film, ‘A Sun’, was a feature film that premiered at the Toronto International Film Festival in 2019 and was nominated for the Oscars. It won 6 Awards at the Golden Horse Awards and was given a worldwide release on Netflix. Despite its awards, the film lacked promotion and thus was sidelined by the algorithm loop.

Moreover, short films face difficulties in monetization on major streaming platforms, as they rarely benefit from ad-based revenue models or subscriber interest to the same extent as longer content. Due to their niche theme, platforms may not be willing to offer a high royalty percentage. They may base the percentage increase on viewership of the film on the platform. This algorithmic bias can sideline short films with experimental or niche narratives.

Independent platforms like MUBI, Short of the Week, and Nowness offer more hospitable environments for concept-driven shorts, often prioritizing curation over mass appeal. However, these platforms typically have limited audience reach and smaller budgets for marketing and licensing, which restricts broader exposure and commercial viability.

Mainstream platforms like Netflix, Amazon Prime Video, and Hulu still prioritize content with broader commercial appeal and high viewer engagement metrics. Streaming platforms also have stringent policies that they have put in place to protect and assess the content that are put on their platforms. Psychological themes that are ethically sensitive are not usually the norm of commercial mainstream platforms.

Prime video in its content policy guideline have indicated that content that glorify or promote illegal or controlled drug use are offensive contents and they are not to be added to Amazon prime catalogue. Netflix on the other hand have maturity ratings on contents that are on their platform. They use the UK age rating algorithm developed by the British Board of Film Classification (BBFC) to generate this rating.

In as much as the regulatory bodies have a part to play in ensuring that contents are assessed adequately and classified, it is the responsibility of the production company to ensure that the content they put out are fit for consumption by the viewers. Filmmakers must understand the policies of these platforms and adhere to their laws in order to get their films on the platform. 

Moreover, filmmakers have to ensure that they have the rights to the film. They can do this by providing a clean chain of title. The filmmaker can show this through a work-for hire agreement with the contributors that clarifies that the contributors have been adequately compensated and that they have no ownership in any copyright. Platforms have requirements for content uploads and as such may reject contents with unclear rights.

In conclusion, navigating the legal and licensing landscape is a critical aspect of distributing films in the streaming age. Intellectual Property laws play a significant role in ensuring that films are protected and that creators receive fair compensation for their work.

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