Common Questions Filmmakers Ask Before Releasing a Film

Releasing a film feels overwhelming. After months or years of production, you face new questions about distribution, marketing, timing, and strategy. This guide answers the most common questions filmmakers ask before release.

Distribution Questions

When should I start planning distribution?

Answer: During production, not after.

Distribution decisions affect:

• Deliverable specifications
• Rights negotiations
• Festival strategy
• Marketing timeline

Start conversations with distributors and aggregators 6+ months before your target release.

Should I pursue a distributor or self-distribute?

Consider a distributor if:

• You receive a meaningful advance
• They offer marketing support
• Deal terms are favorable
• You lack time for self-distribution

Consider self-distribution if:

• Distributor offers are poor or absent
• You want to maximize revenue share
• You have time to manage distribution
• Your film fits aggregator platforms well

Many filmmakers use hybrid approaches—distributor for theatrical, self for digital.

What are film deliverables and when do I need them?

Deliverables are the technical assets required by platforms:

• Video master files (ProRes, specific codecs)
• Audio mixes (5.1, stereo, M&E)
• Closed captions and subtitles
• Artwork (poster, key art, stills)
• Metadata (synopsis, credits, ratings)

Timeline: Prepare deliverables 2-3 months before release. Budget $1,000-5,000+ for professional preparation if needed.

How do I get my film on Netflix/Amazon/major platforms?

Netflix: Extremely selective. Usually through established distributors or direct acquisition after festival buzz.

Amazon Prime Video: Self-publish through Prime Video Direct, or through aggregators.

Other platforms: Most accept films through aggregators like Filmhub, Quiver, or distributors.

Reality check: Major SVOD deals are rare for indie films without star power, festival acclaim, or unique marketability.

What's an aggregator and do I need one?

Aggregators connect independent films to streaming platforms:

• Handle technical delivery
• Manage platform relationships
• Collect and pass through revenue

Examples: Filmhub, Quiver Digital, Indie Rights

Do you need one? For wide digital distribution, likely yes. They provide access to platforms that don't accept direct submissions.

Timing Questions

When is the best time to release a film?

Avoid:

• Major studio release weeks
• Holiday periods (crowded marketplace)
• Major sporting events

Consider:

• Genre-appropriate timing (horror near Halloween)
• Festival alignment
• Awards calendar if pursuing recognition
• Platform promotion calendars

Reality: For most indie films, timing matters less than execution. Pick a date and commit.

How long before release should I start marketing?

Minimum: 4-6 weeks Recommended: 3-6 months Ideal: As soon as you have marketing assets

Phases:

• 6+ months: Build awareness, audience
• 3 months: Intensify social, begin PR
• 1 month: Peak promotion
• Release week: Maximum push
• Post-release: Ongoing promotion

Should I premiere at a festival first?

Benefits of festival premiere:

• Press and review opportunities
• Industry visibility
• Potential distribution interest
• Marketing credibility (laurels)

Drawbacks:

• Delays wider release
• No guarantee of acceptance
• Costs (submissions, travel)
• May not drive streaming views

Decision framework: If targeting top-tier festivals (Sundance, TIFF), wait. For digital-first strategy, consider premiering directly on platforms.

Marketing Questions

What marketing assets do I need?

Essential:

• Trailer (2-3 minutes)
• Poster (multiple sizes)
• Synopsis (short, medium, long)
• Stills (10-20 high-res)
• Press kit (synopsis, bios, stills, contact)
• Smart link showing all platforms

Recommended:

• Teaser trailer (30-60 seconds)
• Social media clips
• Behind-the-scenes content
• Director/cast videos

Filmcane provides smart links that display your poster alongside every platform link—essential for multi-platform promotion.

How much should I budget for marketing?

Industry benchmark: 50-100% of production budget.

Indie reality:

• Minimum: $0 (organic only)
• Small: $500-2,000
• Moderate: $2,000-10,000
• Significant: $10,000-50,000+

Spend based on what you can measure and optimize.

Which social platforms should I focus on?

Focus on 2-3 platforms where your audience lives:

Don't spread thin across all platforms.

How do I get press coverage?

Steps:

1. Create compelling press kit
2. Research relevant outlets and writers
3. Personalize pitches
4. Follow up once (then move on)
5. Make yourself available for interviews

Timeline: Begin outreach 4-6 weeks before release.

Reality: Most indie films receive limited press. Focus on genre-specific and indie-focused outlets.

Where should I direct all my marketing?

Answer: One central destination that shows all viewing options.

Create a Filmcane smart link that displays your poster and every platform where audiences can watch. This becomes your single URL for:

• Social media bios
• Paid ads
• Press materials
• Email campaigns
• QR codes

Track everything from one dashboard.

Audience Questions

How do I know who my audience is?

Define your audience by:

• Genre fans
• Similar film audiences
• Thematic interest groups
• Demographic profiles

Research methods:

• Analyze comparable films
• Study genre communities
• Survey existing followers
• Test ads with different targeting

How do I build an email list?

Tactics:

• Website signup form
• Social media calls-to-action
• Festival screening signup sheets
• Lead magnets (behind-scenes access)
• Landing page captures

Start immediately—your email list is the only audience you truly own.

Should I do a preview screening?

Benefits:

• Testimonials and reviews
• Word-of-mouth generation
• Email list building
• Content creation opportunity

Considerations:

• Timing relative to release
• Guest list strategy
• Capture mechanisms (email, testimonials)

Technical Questions

What resolution and format do I need?

Standard requirements:

• 4K master (3840x2160) or HD (1920x1080)
• ProRes 422 HQ or higher codec
• 23.976 or 24 fps
• 5.1 audio mix
• Stereo audio mix

Exact requirements vary by platform. Check each platform's specifications.

Do I need closed captions?

Yes. Captions are:

• Required by most platforms
• Essential for accessibility
• Helpful for non-native speakers
• Good for sound-off viewing

Cost: $1-3 per minute for professional captioning.

How do I handle international territories?

Options:

• Single worldwide deal
• Territory-by-territory sales
• Aggregator global distribution
• Hybrid approaches

For most indie films, aggregator distribution provides global reach without complexity of territory deals.

Revenue Questions

How much money can I expect from streaming?

Honest answer: Most indie films earn $5,000-50,000 total from streaming over several years.

Variables:

• Film quality and appeal
• Platform placement
• Marketing effectiveness
• Genre performance
• Luck and timing

TVOD: $0.50-3.00 per transaction (your share) AVOD: $0.005-0.02 per minute watched SVOD: Licensing deals vary widely

When do I get paid?

Typical timelines:

• Platform payment to distributor/aggregator: 45-90 days after quarter end
• Distributor to you: 30-60 days after receiving
• Total lag: 3-6 months from view to payment

Aggregator payments: Often monthly or quarterly, 30-60 days after period end.

What about merchandise and other revenue?

Additional revenue streams:

• DVD/Blu-ray sales
• Merchandise (posters, apparel)
• Soundtrack sales
• Educational licensing
• Theatrical event screenings

For many films, ancillary revenue exceeds streaming revenue.

Pre-Release Checklist

Before release, confirm:

• All deliverables prepared and verified
• Distribution path confirmed
• Platform submissions complete
• Release date locked
• Smart link created with all platforms
• Marketing assets ready
• Press kit complete
• Social media strategy planned
• Email list ready
• Tracking/analytics configured
• Launch day content scheduled

Get Ready for Release

Releasing a film is complex, but thousands of filmmakers navigate it successfully every year. The key is preparation, realistic expectations, and strategic execution.

Start building your release infrastructure now. Create your Filmcane smart link to have a professional destination ready for all your marketing efforts. When release day arrives, you'll be prepared.

Your film is ready. Your audience is waiting. Let's connect them.