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Going through the distribution process with 13 Miles has taught us a lot of lessons. The questions we kept asking ourselves was: "Should we try to land a traditional distribution deal? Or, should we go all-in on self-distribution?"

The Realities of Self-Distribution

Here’s the thing: when you self-distribute, the game changes. You keep your rights, control the release, and avoid slicing off a piece of the pie to a distributor. But there’s a flip side. You’re also responsible for making sure people actually watch your film. And let me tell you, if you’re not prepared to market your movie like it’s your day job, it’ll get buried in no time.

We learned this firsthand with 13 Miles. Sure, we threw a few advertising dollars at it, and that definitely helped push it along. Ads can work, but it’s not enough to just toss money at the problem and walk away. Marketing your film isn’t a “set it and forget it” deal.

Social Media: The Free (But Time-Consuming) Route

I’ll say this: social media is a powerful, free way to market your film. But if you’re going to use it, understand that it’s not a one-way broadcast. You can’t just post about your film and expect the world to come knocking. Social media is a conversation. You need to find ways for people to engage with you. Ask questions, respond to comments, show behind-the-scenes stuff—get creative. Build that community, because without engagement, it’s just noise in an already crowded space.

Our Biggest Lesson? Marketing is Everything

The hardest lesson we learned with 13 Miles? Marketing is not optional. It’s a lifeline. You can have the best indie film in the world, but if no one knows about it... does it even exist?

The days of handing your movie off to a distributor and walking away are mostly gone. Most filmmakers, even with traditional deals, still need to do their own heavy lifting in the marketing department.

That brings me to self-distribution platforms like Filmhub, Vimeo On Demand, or even YouTube (we've seen some big numbers on YouTube lately and it hasn't affected our other platforms too much). They offer incredible access to audiences without locking you into exclusivity. But you have to be prepared to hustle on your own.

P.S. At this moment I do recommend Filmhub. They have as good a platform as I've seen, the analytics are decent, and you can get a lot on their "free" plan. They are slow with customer service sometimes, so that's a caveat, but they do pay out and quickly. I have no affiliate relationship with them so this review is not sponsored.

So… What Should You Do?

Should you try to land a distribution deal, or go the self-distribution route like we did? Here’s what I’ll say: if you’re willing to put in the work and can keep your budget low, self-distribution can absolutely work. But it’s a marathon, not a sprint. You’ll be marketing your film long after the credits roll.

If the idea of marketing makes you want to pull your hair out and you’ve got a potential distribution deal on the table, maybe that’s the better route. Just remember that distribution deals aren’t the fairy tales they once were. You’re still going to need to do some serious marketing on your own.

Whatever you decide, make sure you’re going in with your eyes open. Self-distribution is hard work and not for the faint of heart. But it is possible to make money and build an audience.

Have any questions? Let me know.

Until next time,

Anthony (He/Him)

P.S. Need help making a film on a budget that you can ACTUALLY profit from once completed? Check out my course Scratch to Screen which is an email course, with live coaching/Q&A calls and pre-recording lessons (coming in November). It's in development now and I'm still looking for some brave souls who want to make a feature microbudget film in 2025!
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​Unceded xʷməθkʷəy̓əm (Musqueam), Skwxwú7mesh (Squamish, BC) and Tsleil-Waututh (Vancouver, BC) territories.​
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"13 Miles" a Telefilm grant recipient, is now available to watch!

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"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 join the mailing list for updates.​

Unfrayed, A Western Short Film -A bloodied Mei stumbles into Betty's campfire and discovers not only sanctuary but also, an ally. Click here to find out more.​

Pickled Rabbit Short Film - Sharon makes a desperate attempt to earn her dying mom's love. There's a cult, a foreign god... and maybe a monster transformation. Click here to find out more.​
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