Stream - generate revenue - the online magazine for filmmakers.

'Purple' Venue

Reflections on the revolutionary distribution of 'Purple Violet'

by Eric Kohn

In the fall of 2007, filmmaker and Hollywood actor Edward Burns made history by choosing to premiere his romantic comedy Purple Violets on iTunes. “I don’t know that this is the model for the indie filmmaker who makes a movie with a cast of unknowns,” Burns told the New York Times at the time, referring to the fact that his cast includes Patrick Wilson and Selma Blair. Nevertheless, the release marked a historical moment in the progress of digital distribution, and its results are revealing. On the eve of the movie's DVD release through the Weinstein Company, Purple Violets producer Aaron Lubin got on the phone to talk about their experience with Apple and the fallout of the deal. The film hits shelves on August 26, and remains available at Apple's iTunes store.

Was it worth it to take this alternative distribution approach?

Absolutely. It was on the high end of expectations of what we were hoping for when we first decided to do it. It was a great experience. Our investor and producing partner has already seen a considerable amount of money, and he got it pretty quickly after it was exhibited. In this day and age, it's difficult to see money. With Apple and iTunes, it's a fairly transparent process. When you see how many times the movie has been downloaded, very quickly you know how people have been participating.

Purple Violets hit iTunes in November 2007.

Putting the Filmmakers In Charge

Breakthrough Distribution Helps Indie Artists Stay the Course

by Eric Kohn

The heyday of independent filmmaking has ended. Long live the heyday of independent filmmaking.

At one point, avaricious producers and film festivals sustained by curious celebrities with deep pockets guided the course of many a film career. Now, filmmakers are turning away from all-inclusive distribution deals and striking out on their own. Thanks to the burgeoning marketing and distribution techniques permitted by the internet, they can do it -- and a number of services have sprouted up to meet their needs.

A sensible outlet for filmmakers interested in profiting from their work, Breakthrough Distribution is one of the companies that has emerged as response to this recent trend. By offering DVD replication services along with tailor-made marketing campaigns to filmmakers, Breakthrough Distribution, which launched in 2006, allows filmmakers to take advantage of three possible strategies: Hybrid distribution, self-distribution or retail distribution. In all three cases, filmmaker can retain most of the rights to their works, creating a healthy alternative to studio deals and the binding contracts of larger digital distribution models, such iTunes and Netflix.

'Purple' Venue

Putting the Filmmakers In Charge

Getting Jiggy With Jaman

Other Articles