Don’t do your own root canal
by Kirk Roos
We often hear it said, but many filmmakers still haven’t fully embraced this reality: Your film is a business. If you wouldn’t attempt your own root canal because of the pain and complexity involved, why try to tackle your film’s marketing and distribution without the proper expertise? Just like dentistry, filmmaking demands skilled professionals, a solid plan, and a clear understanding of the risks and rewards.
Imagine this: If you were opening a donut shop, would you focus solely on creating the perfect recipe and expect a distributor to magically market and sell it for you? Unlikely. Whether it’s donuts, tires, clothing, or any retail product, success requires more than a great idea—it demands a comprehensive strategy.
Now consider a painting you made in your garage. Its value depends entirely on what someone is willing to pay for it. You might dream of selling it for $1 million, but what if the best offer is $350? That’s the reality of supply and demand. No buyer now doesn’t guarantee a buyer later.
The Same Principles Apply to Your Film
It’s a product. It may have market value—or it may not. Are you prepared for the possibility that there may be no buyer for your film? Did you communicate that risk to your investors? If your business plan says, “Our strategy is to seek distribution,” or includes irrelevant box office stats from films like Blair Witch Project, it’s time to reevaluate. A solid plan dives deeper than wishful thinking.
Here’s the hard truth: If you’ve already made your film without factoring in marketing, distribution, and promotion, it may be too late to make a real impact. Hoping for a Sundance miracle is not a business plan.
Plan for Success: A Solution Starter
Budget for marketing and distribution. Allocate substantial funds for this purpose—treat it as a non-negotiable part of your production budget.
Build the right team. You hired a DP, editor, and grips—why stop there? A skilled marketing and distribution team is just as critical to your success.
Take control of your film’s future. Don’t assume distributors will "save" your project. The market is tough, and distributors face their own challenges. Be proactive.
When you include a marketing plan and budget in your business strategy, you gain leverage. You’re no longer relying on hope—you’re operating with purpose.
Avoid the “Root Canal” Syndrome
Don’t attempt your own “root canal” by tackling marketing and distribution alone because you’ve already invested so much. At the same time, don’t assume someone else will swoop in to fix everything. Success lies in planning ahead and staying informed.
Let’s discuss how to turn your film into a business success story. The future is yours to create—plan wisely.
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