Define Your Path: Using Jon Reiss' Framework to Set Meaningful Goals as an Independent Filmmaker

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So you want to make a movie? Great! But here's the million-dollar question that most of us filmmakers skip right over in our excitement to get behind the camera: What exactly do you want to accomplish with your film?

Trust me, I've been there. When we made "13 Miles," our triathlon-focused first feature, we were so focused on telling a great story that we hadn't fully clarified what success would actually look like beyond "finish the darn thing." It wasn't until later that we realized how much clearer everything becomes when you start with well-defined goals.

This is where Jon Reiss' framework comes in like a breath of fresh air. If you're not familiar with Jon, he's a filmmaker-turned-distribution-guru who literally wrote the book on modern film distribution (it's called "Think Outside the Box Office," and it's essentially required reading for indie filmmakers). What I love most about his approach is that the very first thing he asks filmmakers is, "What are your goals for this film?" It's such a simple question, but it changes everything.

The Five Filmmaker Goals: Pick Your Path

According to Jon, there are five primary goals that drive most filmmakers. None is inherently better than the others – they're just different paths that require different strategies. Let's break them down:

1. Show Me the Money (Financial Goals)

Some filmmakers prioritize making money with their films. Nothing wrong with that! Maybe you've got investors to pay back, or perhaps you're trying to make filmmaking your actual full-time job (novel concept, right?).

If this is you, your strategy needs to reflect this priority. You'll likely focus on commercial appeal, explore marketable elements, pursue mainstream distribution channels, and hustle to build relationships with sales agents. You might need to make creative compromises to increase commercial potential, but that's part of the game when financial return is your main goal.

2. Career Rocket Fuel (Career Advancement)

For many of us, each film is a stepping stone toward a sustainable filmmaking career. Your goal might be to catch the attention of industry gatekeepers, secure representation, or position yourself for bigger opportunities down the road.

This was part of what is driving us when planning "The Quiet Canadians." While we still care deeply about creative expression, we're more strategic now about industry visibility and building our professional profile.

If career advancement is your focus, you might prioritize the festival circuit, pursue theatrical releases (even limited ones) to get reviews, and focus your marketing efforts on industry visibility rather than just audience reach. Your success metrics will be different than someone focused purely on profit.

3. Building Your Community (Audience Building)

This one resonates deeply with me. Sometimes the priority isn't immediate financial returns but building a devoted audience who'll follow you from project to project. This approach recognizes the long-term value of genuine connections with viewers.

When we made "13 Miles," audience building was a primary goal alongside creative expression. That's why we released via FilmHub, four-walled (booked without a distributor) a theatre for a special event screening, and ultimately put it on YouTube. We weren't chasing big dollars (though that would be nice) we wanted to find our people and start building a community.

With "The Quiet Canadians," we're doubling down on this approach, creating engagement opportunities throughout production (like VIP experiences and set visits), planning a Kinema-style event release, and proactively connecting with the spy thriller community. We're thinking about audience from day one, not as an afterthought.

P.S. You can hear/watch a discussion with Emily Best on the Off the Lot Podcast where this style of independence is discussed at length!

4. Changing the World (Social Impact)

Many filmmakers, especially in the documentary space, are driven by a desire to create meaningful change. Your film might aim to shift perspectives, inspire action, or elevate underrepresented voices.

If this is your north star, Jon often recommends partnering with relevant organizations, developing a targeted impact campaign, creating educational materials, and focusing on community screenings. Your success won't be measured in box office numbers but in hearts and minds changed.

I've seen the power of this approach firsthand. Jon worked with a filmmaker named Sabine El Gameyal on her documentary "Generation Zapped" about the health hazards of Wi-Fi. Rather than pursuing traditional distribution, he helped her secure 200 screenings in communities and schools – directly reaching the audiences who could benefit most from the information.

5. Because It's Beautiful (Creative Expression)

Some of us make films simply because we have a vision we need to share with the world. Commercial potential might take a backseat to artistic integrity and pushing creative boundaries.

For our first film, creative expression was absolutely at the core of what we were doing. We wanted to tell a story about triathlon, something we knew and loved, in our own authentic way. And there's real beauty in that approach, especially for a first feature when you're finding your voice.

If creative fulfillment drives you, you might seek funding sources that prioritize artistic merit, target festivals and platforms that celebrate experimental work, and build relationships with curators and arts organizations that value innovation over commercial appeal.

Juggling Multiple Goals (Because We're Complicated)

Here's the thing: most of us aren't driven by just one goal. We're complicated creatures with multiple aspirations. I want creative fulfillment AND audience connections AND career advancement. Don't we all?

But here's where clarity becomes crucial: when trade-offs become necessary (and they always do), which goal takes priority? When you're facing a distribution decision where maximizing audience reach might mean sacrificing revenue, which way do you lean? When a creative choice might impact commercial appeal, what trumps what?

With "13 Miles," we learned this lesson through experience. We started believing we needed to make something bigger than what we were, which led to scope creep and a higher budget than originally planned. Had we been more disciplined about our primary goals – creative expression and audience building – we might have made different choices.

Evolution of Goals: From First Feature to Next Level

One thing I've discovered is that goals naturally evolve as you grow as a filmmaker. I see this clearly in the progression from "13 Miles" to "The Quiet Canadians."

While creative expression remains important to me, I'm now more strategically focused on audience building, applying lessons learned from my first feature. This shift is reshaping how we approach production and marketing:

• We're creating audience engagement opportunities throughout production rather than waiting until the film is finished
• Our distribution strategy includes plans for a Kinema-style event release alongside digital platforms
• We're allocating more resources to marketing than we did with "13 Miles"
• We're proactively building relationships with the spy thriller community and establishing our brand within that niche

What I'm realizing more and more is that self-sufficiency as a filmmaker involves becoming a key person of influence in your chosen space, building audience and authority, and finding solid partnerships. To level up, you need bigger partners, and that clarity is directly informing how we're approaching every aspect of our current project.

A Simple Path Forward for New Filmmakers

If I could go back and give myself advice when starting out, it would be this: "Your first film should be about creative expression, so keep the budget as low as possible. You need to establish your voice. Then worry about the audience, then the career, then the money."

This natural progression makes so much sense to me now. By starting with creative expression at a manageable scale, you develop your unique storytelling approach without crushing financial pressure. As you establish that voice, you can gradually expand your focus to audience building, career advancement, and eventually financial sustainability, with each step building naturally upon the last.

But whatever your goals, the key is being honest with yourself about them from the beginning. Jon's framework isn't about pushing you toward one particular definition of success. It's about helping you clarify what success means specifically to you, then developing a strategy that actually gets you there.

The journey of indie filmmaking is challenging enough without working against your own priorities. By getting clear on your goals from day one, you'll not only make better films: you'll make films that better serve your unique purpose as a creator.

And in this crazy industry, that clarity might be the most valuable asset of all.

Cheers,

Anthony (He/Him)

This article was created for Filmmakers Notebook based on Jon Reiss' framework for understanding filmmaker goals, as described in his book "Think Outside the Box Office" and through his work with 8 Above, helping filmmakers develop effective distribution strategies.

P.S. Can I Ask a Small Favor?

We’re quietly building something new for independent filmmakers—an idea that could help turn bold concepts into real films, with the support and momentum they deserve.

It’s tentatively called the Habethy Film Lab, and before we open the doors, I’d love your perspective. No hard sell, just a few thoughtful questions to help shape something that might change the way independent films get made.

If you’ve got 2 minutes, click this link.​

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More from Me!

Our latest episode of Off the Lot is a great conversation with Andrew Gust, editor of the Morning Show and many other independent and studio projects. Learn about his journey from film school to big-time Editor and what a great collaboration between a Director and an Editor should be. You can find Off the Lot on your favourite podcast platform, or listen to Off The Lot Via Spotify:

The Indie Producer’s Surviva... Mar 14 · Off The Lot | where indi... 84:00   ​

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NEW SERVICE: If you’re ready to stop waiting and finally make your feature film, I’m offering a rare one-year intensive where we work side-by-side to develop, package, and move your project toward production. You’ll write or direct your film—I’ll help you produce it, build the strategy, and hold you accountable every step of the way. Not only will you get one-on-one support from me, but you'll also join a small, committed cohort of fellow filmmakers taking the same journey. This is a partnership for filmmakers ready to go all in.

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Resources I Like That Could Help You

1. If you aren't following Stephen Follows for independent film data, you absolutely must.
2. 🎬 If you’re looking for a no-fluff, boots-on-the-ground kind of course to actually make your film this year, check out Make It Now Filmmaking by my friend Tyler Reid. It’s launching May 12, and there is a pre-launch sale on right now. I've see a sneak peak and it will be super practical and designed to get you moving right now — no waiting, no wishing.
3. 🎬 6K Filmmaker – A practical guide for indie filmmakers on how to make movies with low-budget, high-quality production techniques. Check it out here.​
4. 📝 Idea to Outline Workshop (by Naomi Beatty) – A step-by-step system to take your film idea and turn it into a structured, compelling outline. Perfect for screenwriters at any stage. Join the workshop here.​

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Upcoming Projects

"The Quiet Canadians", a feature movie about skilled Canadian operatives who are trained in the elimination of local and foreign targets, is in development. Click here for more information​

"Xing'er: Origins", a feature film about a family's fight for survival against a deadly sect of assassins, is in development. Click here to find out more.​

See more of our projects in development by checking out our website.​
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