Self-Distribution for Filmmakers: Take Control of Your Release
It’s not all about Netflix and Amazon anymore. Today, independent filmmakers can take control and self-distribute their films directly to audiences. Here’s how.
What Is Self-Distribution?
Self-distribution means you skip the traditional studio system and take charge of delivering your film to viewers. This includes deciding where and how it’s seen, how it's marketed, and how you earn from it.
Modern Self-Distribution Options
1. Sell or rent your film directly to viewers.
- Vimeo On Demand
- Gumroad
- Reelhouse
- Amazon Video Direct (limited, but still used)
2. Offer your film through a membership-based model.
- Build your own platform using tools like Vimeo OTT, Memberful, or Stripe
- Partner with niche streaming services like Seed&Spark, Dekkoo, or CineSend
3. Let viewers watch for free while you earn ad revenue.
- Tubi
- Plex
- YouTube (with monetization)
- Filmhub (aggregates your film to multiple AVOD platforms)
4. Use your own website and email list to sell directly.
- Sell digital access, behind-the-scenes content, merch, and more
- Tools: Shopify, SendOwl, Gumroad, Ko-fi
5. Combine self-distribution with traditional approaches.
- Premier at festivals, then sell directly
- Use Filmhub for AVOD while driving traffic to your own sales page
- Launch limited theatrical screenings, then go digital
Advantages of Self-Distribution
- Full creative and financial control
- Keep a higher share of your revenue
- Build a direct relationship with your audience
- Your film stays available—no sudden removals by third parties
Challenges to Be Aware Of
- You are responsible for marketing, customer support, and delivery
- No built-in audience—you must grow it yourself
- Success depends on planning, consistency, and hustle
Smart Tips for Success
- Build your website and email list early
- Treat your release like a product launch
- Use pre-sales and event screenings to build anticipation
- Offer multiple pricing tiers (rental, purchase, premium bundles)
- Consider affiliate programs or collaborations with influencers
Self-distribution isn’t easy—but it’s doable and empowering. If you're ready to release your work on your own terms, the tools are out there.
