Managing the self-financed theatrical release of Born to Fly
The Film Collaborative is working with a number of filmmakers who have decided to handle their own theatrical tours. Our colleague in charge of managing these theatrical tours is Bryan Glick and he shares the reasoning behind the cities and theaters chosen for the upcoming release of Born to Fly: Elizabeth Streb vs Gravity opening September 10 in New York City.
Anything that is too safe is not action!
Born To Fly: Elizabeth Streb vs. Gravity is the latest DIY Hybrid-theatrical that The Film Collaborative is managing. I was lucky enough to see a rough cut just before SXSW and was truly blown away by how visual the film is. It demands to be seen on the big screen in order to fully appreciate the daring exploits of these athletic dancers.
Film Forum clearly agreed and by the time SXSW arrived, venerable New York cinema had already secured a week long engagement for “BTF” in September. With that glowing endorsement in place, we moved forward to draft a self financed Theatrical plan for the film which was made up of festival screenings and cinemas, both of which will provide revenue opportunities.
On the festival front, the film has since played at Full Frame, Sheffield, and Frameline LGBT along with 20+ others. The festival circuit serves a dual purpose for the film 1) to boost interest in the theatrical and secure further bookings in that space and 2) the festival screening fees may be much more than what the film would take in from a theatrical run in some cities.
Elizabeth Streb and her dance company are based in Brooklyn, New York so it was clear NYC is where the film should start its release. We fully anticipate NYC to be the biggest theatrical total of any of the markets. While that’s not unique, our grosses are likely to be abnormally tilted towards the NYC numbers. We saw a similar phenomenon with Ira Sachs’ “Keep the Lights On,” (the film is set in Manhattan) which played for almost two months in NYC.
Having a several month head start, the filmmakers, TFC, and Streb reached out to a number of potential groups to take advantage of the $7.50 group discount at Film Forum. We now have over $5,000 in pre-sales for our engagement and multiple sold out screenings. In addition, we are “eventizing” these screenings by scheduling several Q&A’s with the filmmaker and central subject of the film. This strategy is being duplicated in LA and San Francisco where we open two weeks later. We are having a special free preview at The Hammer Museum in LA to boost word of mouth in Los Angeles ahead of a run at Laemmle’s NoHo where Elizabeth and the film’s director, Catherine Gund, will both be present for opening weekend. We also will have them Skype in for the San Francisco screenings during opening weekend at Vogue Theatre. In knowing our target audience, we chose this theater in Presidio Heights because it serves an older, well educated clientele with interest in the arts. The Vogue regularly shows special dance screenings from Ballet/Modern companies and comes at a much lower cost point than Landmark Theatres with none of the hassle.
In an effort to keep costs down and maximize revenue, we are relying on the strength of Inclusive PR to secure prominent press coverage and reviews; an in-house email database with 1000’s of contacts collected over the years; grassroots outreach to dance companies, arts organizations, senior organizations and the LGBT community; and social media. We are also avoiding chains like Landmark that require specially created DCP’s and bigger traditional print ad buys which, for a niche film of this nature, would not be targeted enough and enable the film to recoup the costs let alone see profit.
The theatrical rollout is intentionally slow, only adding 1-3 cities each week so as not to get overwhelmed by all of the support each city would need. We have a lean team and a lean budget so we are allocating a few hundred dollars in social media and digital ads and large markets may get highly targeted print ads. So far, we’ve saved thousands of dollars by not four walling at a single venue! As such, the release will cost comfortably less than $50k.
Elizabeth Streb is well known in the dance world, but it still takes time to build up word of mouth for this film. We are relying on a mix of lesbian, dance, and senior organizations for support. As with every specialty release, it is important to know your niche(s). While TFC usually avoids print ads when possible, in this case a limited amount make sense. Our audience skews older, educated and is more likely to read the newspaper. Our social media is geared specifically towards Facebook which, while falling out of fashion with millennials, is still prime territory for the 45+ group. We are sending regular email updates and blasts while consciously monitoring our paid media budget.
Added to these screenings, we will also incorporate theatrical on demand and have the film available on TUGG. That tool may be used by fans to bring the film to some smaller towns where Elizabeth Streb and her dancers have toured to in the past.
We anticipate somewhere around 20 markets for the theatrical in addition to festival screenings and a separate Canadian theatrical. The goal is to build a presence for the film that will feed the VOD/Digital/TV releases while minimizing the potential for loss that is often the hallmark of an indie film theatrical release. No easy task in the theatrical industry, but a challenge we happily embrace.
Bryan Glick September 2nd, 2014
Tags: Born to Fly: Elizabeth Streb vs Gravity, Bryan Glick, Catherine Gund, Elizabeth Streb, Film Forum, Frameline, Full Frame, Hammer Museum, laemmle's noho, self distribution of indie film, self financed theatrical release, Sheffield DocFest, SXSW, The Film Collaborative, Tugg, Vogue Theater