HELLO SXSW! It’s hard to believe that it’s been a whole year since SXSW 2013. The film festival (and all the other things that happen) has consistently been on the cutting edge of distribution options. It is truly a one of a kind festival for a number of reasons and while they won’t pay for filmmaker travel, they do provide huge opportunity for the savvy filmmaker.
With 125+ films and the literally hundreds of panels, it can be daunting trying to get the attention of eyeballs. That said, over 2/3 of the films that world premiered here last year have secured some form of domestic distribution (on par with Tribeca and second only to Sundance).
The Film Collaborative world premiered I Am Divine at the festival last year and our release strategy is a prime example of how the fest can be a launching pad. The film went on to play over 200 festivals in less than a year (more than any other film in the world) racking up screening fee revenue. TFC also managed its theatrical release starting last October. The entire operating budget for the theatrical release was less than $10k and the film has grossed over $80,000 theatrically to date. As impressive as that is, the festival revenue surpassed the theatrical total. Meanwhile, despite never paying for a single print ad, we just passed our 50th theatrical engagement. The film has almost 40,000 Facebook Fans and will be released on DVD/Digital in April through Wolfe Releasing, and a TV premiere is scheduled for October.
SXSW produced two clear narrative breakouts last year, neither from a first time filmmaker. Joe Swanberg’s Drinking Buddies was a day and date release and managed to gross $300k+, his highest grossing film to date. It has chartered quite well on iTunes and other digital platforms and is likely quite profitable for Magnolia (hence why they acquired Swanberg’s follow up out of Sundance this year).
The other narrative breakout was the critically acclaimed Short Term 12. Sundance’s loss was SXSW’s gain and the film grossed over $1 million at the US Box Office, won multiple audience and jury awards and is the highest grossing film ever for Cinedigm. The film has been in theaters non stop for over ½ a year!
12 O’Clock Boys was released day and date and is Oscilloscope’s highest grossing release in over a year. It also topped iTunes and, to date, the film has managed over $80k in revenue. In fact, the day and date strategy has not appeared to hurt other top performing SXSW Docs.
Magnolia grossed $138k with Good ‘Ol Freda Also passing the $100k mark was Spark: A Burning Man Story. The film managed over $120k with a self financed theatrical handled by Paladin. What stood out wasn’t the total, but the fact that 70%+ came from Tugg Screenings! FilmBuff handled the digital rights where the doc performed equally as well. Meanwhile IFC’s The Punk Singer was a more standard release, but still a solid success passing the $120k gross mark.
Fall and Winter, Euphonia and Some Girls all opted for digital releases via the newly established Vimeo on Demand service. This year, Vimeo is investing $10,000,000 into its service and offering $10,000 minimum guarantees in exchange for an exclusive digital distribution window to any film that has premiered at one of the 20 leading global film festivals throughout 2014. Filmmakers also may apply for marketing support. The huge thing though is that the filmmaker gets to keep 90% of the revenue, which is far better than any other notable digital platform.
Also popular amongst the filmmakers was FilmBuff. No fewer than eight world premieres were distributed digitally by them. A few of those films also had small DIY theatrical releases.
It should be noted that DIY releases cost money which might be a problem for those who did not budget ahead of time for such a release. However, cash strapped filmmakers have raised DIY funds via Kickstarter to aid in such releases. TFC helped Big Joy: The Adventures of James Broughton raise over $50k. Loves Her Gun, This is Where We Live, and Love and Air Sex (AKA The Bounceback ) all raised distribution funds via crowdfunding.
Netflix took The Short Game as their first documentary acquisition and the film had a modest theatrical run via The Samuel Goldwyn Company. Pantelion passed $50k with Hours which has been a top digital performer following the death of its star, Paul Walker. First Run Features is approaching $40k with Maidentrip and companies like IFC, Magnolia, Oscilloscope, Breaking Glass, FilmBuff, and Variance all took multiple films.
On the TV side, SXSW films have premiered on Al Jazeera, CNN, Showtime, PBS, and VH1. Many of those films had some form of theatrical too. Documentaries continue to be the bulk of the festival highlights though the top two grossing films were narratives. The festival is second only to Sundance for world premiering a doc.
As we look to what the 2014 crop will offer, there are already some game changing situations. BFI is repeating their marketing match offer of up to $41k for any distributor who acquires one of their five UK based SXSW premiere films for distribution. As pointed out earlier, Vimeo’s offer extends beyond SXSW to 19 other upcoming festivals. I encourage you to keep an open mind and craft your film strategies now! The $10K MG that Vimeo offers for such a short exclusive digital window (plus you get to keep 90% of any revenue after the MG is recouped!) is better than many advance offers made by lower profile distributors. You can always pull your title off after the MG is recouped and seek more traditional distribution routes as Cinemanovels did out of Toronto last year.
SXSW is a great place to showcase your film, but without a formal market and with all the craziness that surrounds the festival from the interactive and music sides, it is unlikely that seven figure deals will pop up like they do at Sundance. Despite this, deals are still made, some choose to go into the DIY space and a few (like our release of I Am Divine) succeed in both arenas. The possibilities are endless.
Bryan Glick March 10th, 2014
Upon returning from the constantly evolving confab of everything tech and media that is SXSW, I was asked by a friend to describe in one word what attending the festival was like. Without hesitation I uttered, “spam”. SXSW is a little bit of everything. This is both what continues to make it a viable event and also its Achilles heel.
For those who have never been, here’s are some quick facts on what differentiates the festival from other major fests in the US (Sundance, Tribeca, Telluride, LAFF, etc):
–SXSW is a FOR PROFIT. Filmmakers pay their own way to attend (though badges are comped).
–There are no press and industry screenings and there is no formal sales market. You either have a film badge or you don’t and it’s first come first serve. This means you could go to a screening and 20 people are there or the line could wrap around the block.
–Not only are films screened, but they have a comedy festival, a music festival, a tech conference and it all overlaps with the film festival. They fill the fest with literally hundreds of panels and discussions on just about every topic you could think of.
What makes the festival work is its completely open atmosphere. People who otherwise might be closed off to a filmmaker are not only accessible but they are often willing to talk. At the SXSW closing party you had shorts filmmakers rubbing shoulders with Brie Larson while local college students conversed with distributors over shots. It was truly a sight to see.
I have been going to the festival for a few years now and this year’s crop was a real eclectic and fresh bunch of films. The documentary slate was WAY, WAY stronger than the past few years, but there also wasn’t a clear stand out. To my mind, it was also the gayest year on record with no fewer than a dozen docs that prominently feature LGBTQI+ story lines. Even the non queer films I saw like Unhung Hero were packed with gay men enjoying a virtual tour through a Penis garden in South Korea (literally).
I would also like to personally applaud the filmmakers of those docs for supporting one another. It was great to see how many of the producers/directors showed up to one another’s screenings. This is yet another distinction from the festival standard. Filmmakers at SXSW find the time to go see a few films from other filmmakers (honestly I have no idea how with so much going on, but the point is that they do it).
Which brings me to the one constant theme that I heard from people during the fest. It is just too many things going on at once. Sometimes fewer choices is beneficial. I will attest that creating my schedule for SXSW took me 3x as long than creating my schedule for Sundance. While SXSW had about 25 or so fewer world premieres, they actually screened almost 20 more films in total. They also do not start film screenings till 11:00 AM so you have one less screening slot per day.
But even if there were no films, there is still the tradeshow with hundreds of vendors, mock casting sessions, panels, meet ups, over 3000 bands performing, parties on each corner, sponsored stations, and dozens of brand new startups. In fact, one of the most rewarding things during the festival that I did was go to a meet up of new film oriented companies.
The fest this year extended more premieres into the second half of the festival (when the much larger music festival often results in a mass exodus from the film venues) and it did seem to help. Attendance was clearly up during the second half of the festival. In some cases, films were even able to fill up which I would not have imagined possible judging from previous years
The deals this year have been a bit slower than in year’s past, but expect them to trickle down in the coming months. Interestingly, the two of the three distributors (Drafthouse and Magnolia) that have acquired world premieres from the festival have deep ties to the state of Texas. Drafthouse Films bought the midnight film Cheap Thrills and fellow midnight entry Haunter was acquired by IFC Midnight. Gross out horror comedy Milo was bought Magnet (The genre arm of Magnolia) and indie darling, Joe Swanberg, sold his film Drinking Buddies to Magnolia.
Other films to announce deals at or just before the festival include audience award winning docs The Punk Syndrome (GoDigital) and A Band Called Death (Drafthouse Films). Fellow doc, These Birds Walk, went to Oscilloscope. Sundance breakout Muscle Shoals was acquired by Magnolia who clearly had a busy festival. It is worth noting that the producers have chosen to donate all profits to two different music organizations.
SXSW has solidified its place as the younger, hipper, indie version to Sundance. The films tend to skew more towards genre fare, there are plenty of comedies, the docs go more human interest than overtly political, and often what the films lack in polish they make up for in gusto. This is the festival that has recognized some of the freshest voices in indie film like the Duplass Brothers, Amy Seimetz, and of course Lena Dunham.
In talking with filmmakers, it is clear a lot more are willing to take matters into their own hands and pursue DIY. There is very little of the big producer ego permeating through the festival and for filmmakers who attend, they can see what will be the norm in the next two-three years by embracing the new tech companies whose presence, while a distraction, is also part of the charm.
I also would like to applaud the festival for staying true to its Austin roots. There were a large amount of Texas based films that made it into the festival. Austin is an indie film pioneer and playing with the big boys of NY/LA. The commitment to championing their own is admirable, but the truth is these films by and large are as good (if not better) than fellow entries from the larger and more typically thought of film hubs.
While SXSW still has work to do in shaking off the image of being the second choice to Sundance, the fact is they are growing at a rapid pace and the quality of films is constantly improving. Since it takes place after Sundance and Berlin, it will never be able to equal their heights on the sales front, but if distributors were smart, they would intentionally hold out for a SXSW film or two to add to their slate. Especially if they have a good VOD/Digital operation in place.
Finally, I can’t in good conscience finish this post without mentioning that I won $70 in gift cards from Fandango by twice stumping their guru on 80’s film trivia. Thank you Fandango and I look forward to using the gift cards to see more of the films from SXSW as they enter into the theatrical marketplace.
Bryan Glick March 23rd, 2013
Posted In: Film Festivals
Tags: A Band Called Death, Bryan Glick, Cheap Thrills, Drinking Buddies, film festival, filmmaker, filmmaking, for profit festival, Haunter, independent film, Milo, Muscle Shoals, sxsw 2013, The Film Collaborative, The Punk Syndrome, These Birds Walk, Unhung Heroes