So…how do you get your film on iTunes? What’s the secret password or magic number?
That question has come up a lot lately on Twitter among indie filmmakers enduring the plight of self distributions. I decided to do some quick research on the matter and figure out for myself how one might go about getting their film on iTunes.
I know the filmmakers of Ink did it, but then again their film has a huge following and has been around for a few years. I wondered if the little known indie filmmaker has the same access to iTunes that a more well known film has.
My initial search turned up this 2008 article:
http://cinematech.blogspot.com/2008/08/how-to-get-your-indie-film-on-itunes.html
- New Video seems to be getting a lot of full-length features onto iTunes. Here’s their contact info. And here’s a old story from Video Business about their relationship with iTunes.
- Shorts International in the UK has distributed a few dozen short films through iTunes. Here’s the page that explains how to submit your film.
- The Independent Film Channel (IFC) has a handful of features on iTunes. Contact info is on their site.
- IndieFlix. Now offers an iTunes option for a select few of its films. Best thing: there is no fee. iTunes won’t make money and IndieFlix won’t make money until you make money.
So is this the best that Apple can offer indie filmmakers? Apparently so. The article, in a nutshell says, “It’s hard.” But it also says, it’s possible. Here’s the simple deal — you need to submit your film through a company that has an existing deal with iTunes. A content aggregator. A company that amasses content and approaches iTunes with a bulkload of material.
Don’t let this deter you. I know it seems a bit ominous. The thought of a content aggregator working with films from well-known indie studios (The Weinstein Co, Focus Features, etc) even noticing your film seems remote. But it isn’t the case. Aggregators are looking for well-crafted story-driven or genre content. And they will respond.
How do I know this?
I contacted an aggregator by email and asked could I send my film, “The Broken Hearts Club.” The person responded to me within 24 hours, and after we cleared up some minor confusion (he thought I had a short film, not a feature) he send, “send it over.”
Content aggregators deal with short films or feature films. Rarely does a single aggregator deal in both forms of films.
So what do you do? For one, prepare your film in various formats. Most aggregators accept DVD copies of your film for review. But in some cases you’ll need a copy on tape for the best format for final delivery. It can be expensive. Some aggregators charge a fee of up to $1200. And HD footage often requires additional setup when exporting to tape. One quote I received for my film was somewhere in the range of $1500. Luckily some companies will accept your film in digital format via an external hard drive. You can purchase a USB drive at Target or Wal-mart for $75 (250GB). That amount of space will suit your HD film just fine.
The first step is to make sure your film is ready. This includes all documentation, contracts, licensing (music, cue sheets, etc). Don’t contact these folks if your film is still in post. It’s a waste of everyone’s time.
In some cases using CreateSpace and Amazon.com may be the best thing for you if money and resources are scarce. The caveat here is that you must work to drive traffic to your site (or to Amazon) to make the sale. iTunes already has an eager audience.
But consider this no/ow-cost option:
- Setup an account of CreateSpace/Amazon
- Choose the DVD-on-demand,Video-on-demand and rental options
- Sign up as an Amazon.com Associate.
- Setup a free blog on Blogger, Wordpress, Typepad, HubPages, etc.
- Contact a content aggregator and offer to send a DVD.
- Blog like crazy, then cut and paste your posts (about your film) to each of these free blogs.
- Offer something interesting or different to people who want info about your film. For instance, offer a free download of a production still slideshow with director commentary, or a free download of one of your short films.
- Capture the names and email addresses of everyone who visits your site.
- On your blog, sell your film! Pitch it, sell it. Use your Amazon Associate account to link to your film. If someone purchases your film via your Amazon Associates link you get paid from Amazon.com twice. Once as producer of the film and once as an affiliate.
- Spend some time responding to the blogs of other filmmakers and/or film review sites.
- Once you’ve established yourself on these sites, offer to send a free DVD of your film “just in case they are interested.” Those who like your film will respond. Then ask them for a review, blurb or quote. One of my mentors, Tony Comstock, told me he regularly incorporates the giveaway of 50 DVD in his distribution budget — then he forgets about them. He doesn’t hound the recipients, he just shows them his work.
- Use Google Alerts to scan the Internet for mentions about you or your film. This way you won’t miss any publicity mentions.
When you’re all done and the process is as close to autopilot as possible, go make your next film.
