Film Distribution Explained: From Upload to Audience

You've finished your film. Now what? The journey from completed project to viewers' screens involves multiple steps, decisions, and potential partners. This guide explains how film distribution actually works—demystifying the process for independent filmmakers.

What Is Film Distribution?

Film distribution is the process of making your film available to audiences. It encompasses:

• Platform placement: Getting your film onto streaming services
• Rights management: Licensing your film for different territories and windows
• Revenue collection: Receiving payment when people watch
• Marketing support: Promoting your film to potential viewers

Distribution connects your finished film with the people who want to watch it.

The Distribution Landscape in 2026

Today's distribution ecosystem includes several models:

Theatrical Distribution

Traditional cinema release. For indie films, this typically means:

• Limited release in select cities
• Event cinema screenings
• Festival-to-theatrical pathways

Streaming Distribution

Digital platforms where viewers watch your film:

• SVOD (Subscription): Netflix, Amazon Prime, Hulu
• TVOD (Transactional): iTunes, Google Play, Vudu
• AVOD (Ad-supported): Tubi, Pluto TV, Roku Channel
• FAST (Free Ad-Supported TV): Linear channels on streaming devices

Physical Distribution

DVDs, Blu-rays, and special editions—still viable for certain audiences and collectors.

How Films Get Onto Streaming Platforms

Path 1: Direct Platform Deals

Major platforms occasionally acquire films directly:

• Netflix buys exclusive rights
• Amazon acquires for Prime Video
• Apple purchases for Apple TV+

Reality check: These deals are rare for indie films without festival buzz, star talent, or strong market positioning.

Path 2: Traditional Distributors

Distribution companies acquire rights and place films on platforms:

How it works:

1. Distributor watches your film (usually after festival premiere)
2. They make an offer (advance + revenue split or flat fee)
3. You negotiate terms
4. They handle platform relationships and delivery
5. You receive revenue per contract terms

Pros:

• Industry relationships and expertise
• Marketing resources
• Established platform access

Cons:

• Revenue sharing (often 20-35% distributor fee)
• Less control over positioning
• May require signing over rights for years

Path 3: Aggregators and Self-Distribution

Aggregators help filmmakers access platforms directly:

How it works:

1. You sign up with an aggregator (Filmhub, Quiver, etc.)
2. Prepare and upload your deliverables
3. Aggregator encodes and delivers to platforms
4. Platforms accept or reject your film
5. Revenue flows through aggregator to you

Pros:

• Keep more revenue (typically 80-90%)
• Maintain control
• No long-term rights commitment

Cons:

• No marketing support
• Platform acceptance not guaranteed
• You handle promotion

The Distribution Process: Step by Step

Step 1: Prepare Deliverables

Platforms require specific technical assets:

Video Files:

• ProRes or high-bitrate master files
• Specific resolution and frame rate requirements
• Closed captions and subtitles

Audio:

• 5.1 surround mix (often required)
• Stereo mix
• Music and effects track (for international)

Artwork:

• Poster in multiple aspect ratios
• Key art variations
• Screenshot stills

Metadata:

• Synopsis (multiple lengths)
• Cast and crew information
• Genre classifications
• Content ratings

Deliverable requirements vary by platform. Budget $1,000-5,000+ for professional preparation if you don't have technical expertise.

Step 2: Choose Your Distribution Path

Step 3: Platform Submission

Traditional distributor path: Distributor handles submissions using existing relationships. Higher acceptance rates.

Self-distribution path: Submit through aggregator. Each platform reviews independently. Acceptance not guaranteed.

Step 4: Platform Acceptance and Launch

Once accepted, platforms schedule your release:

• Some platforms let you choose release dates
• Others place you based on their calendar
• Exclusive windows may be required (e.g., 90 days before other platforms)

Step 5: Revenue Flow

Money flows differently depending on your path:

SVOD (Netflix, Prime):

• Flat licensing fee, or
• Per-stream revenue based on watch time

TVOD (iTunes, etc.):

• Revenue per rental/purchase
• Typical split: 70% to rights holder, 30% to platform

AVOD (Tubi, etc.):

• Revenue based on ad impressions during viewing
• Often CPM-based (cost per thousand views)

Marketing Your Distributed Film

Getting onto platforms is only half the battle. Viewers need to find your film.

Platform Discovery Limitations

Streaming platforms have millions of titles. Your film competes with:

• Studio releases with massive marketing
• Platform originals with homepage placement
• Catalog titles with established audiences

Platform algorithms favor content that's already performing well—creating a chicken-and-egg problem for new releases.

Your Marketing Responsibilities

Even with a distributor, you'll likely handle:

• Social media promotion
• Audience building
• Press outreach
• Paid advertising

Smart Links as Distribution Marketing

When your film is on multiple platforms, smart links solve a critical problem: one promotional link for all platforms.

Filmcane creates a single destination showing every platform where your film is available. When you promote your film, you share one link—and viewers choose their preferred platform.

This matters because:

• Different audiences prefer different platforms
• You can't predict which platform each viewer uses
• Analytics show which platforms drive the most interest

Understanding Distribution Economics

Revenue Expectations by Model

These are rough ranges—actual revenue varies enormously based on film quality, marketing, genre, and audience size.

The Long Tail

Unlike theatrical releases with short windows, streaming allows indefinite availability. Many indie films earn more in years 2-5 than year 1 as they find their audience.

Common Distribution Mistakes

Mistake 1: Expecting Platforms to Market Your Film

Platforms provide access to audiences, not audiences themselves. Marketing remains your responsibility.

Mistake 2: Signing Bad Deals Under Pressure

Some distributors offer unfavorable terms. Red flags:

• Requiring all rights for 10+ years
• Taking 40%+ revenue share
• No clear accounting or reporting
• Demanding theatrical rights you won't use

Mistake 3: Poor Deliverable Preparation

Rejected submissions waste time and money. Invest in proper technical preparation upfront.

Mistake 4: Ignoring AVOD/FAST Opportunities

Free, ad-supported platforms have massive audiences. Don't dismiss them as "lesser" options.

Mistake 5: No Marketing Plan for Launch

Platform launch without promotion means invisible launch. Plan marketing before distribution.

Building Your Distribution Strategy

For First-Time Filmmakers

1. Complete a strong film with market potential
2. Submit to festivals for visibility
3. Evaluate any distributor offers carefully
4. If no offers, use aggregators for broad distribution
5. Market your film using smart links and targeted promotion

For Experienced Filmmakers

1. Build relationships with distributors and platforms
2. Consider hybrid strategies (some platforms via distributor, others self-distributed)
3. Retain key rights when negotiating
4. Build direct audience relationships for future films

The Role of Marketing in Distribution Success

Distribution gets your film onto platforms. Marketing gets audiences to watch. Neither works without the other.

Your post-distribution marketing infrastructure should include:

1. Smart links showing all platforms (Filmcane)
2. Social media presence for ongoing promotion
3. Email list for direct audience communication
4. Paid advertising budget for targeted reach
5. Press materials for coverage opportunities

Start Planning Your Distribution

Distribution is not something that happens after you finish your film—it's something you plan during production.

Consider distribution questions early:

• What platforms suit your genre and audience?
• What deliverables will you need?
• What's your marketing budget?
• How will you track performance across platforms?

When you're ready to promote your distributed film, create your Filmcane smart link to give audiences a single destination for every platform where they can watch.

Your film deserves an audience. Strategic distribution and marketing make that connection possible.