Adventures in Self-Releasing: Four Weeks In and Going Strong

by Jeffrey Goodman | Published June 5, 2009

The Last Lullaby continues to tour. So far, so good. We’re at least breaking even every week and have three great stops ahead of us: A week at the Fleur Cinema in Des Moines (June 5-11), a slot in the Brooklyn International Film Festival (June 7 and 8) and a week at the Camera 3 Cinema in San Jose (June 12-18).

We’re four weeks into the tour. What can I say so far? First off, there are no rules. We took a week off last week, which normally is taboo in the world of distribution. Normally, the only time you take a week off is when your run has ended. But I needed a break and we didn’t have a city lined up so I figured why not take the week to rest and regroup. I’m so glad that I did this.

Lesson learned. As with so much of this, there are no rules. Look at your movie, determine the best way of presenting it to the world and do it even if there’s no other exact precedent out there.

Next thing I wanted to mention is our numbers. It’s very difficult to track most independent movies. You hear about their release and then never see the results. I have listed our movie with Rentrak and Nielsen EDI, the two main agencies that monitor box office. However, unless you’re a paid member of one of these services, you can’t access the box office numbers.

For public viewing, I usually rely on Box Office Mojo or IMDb. However, as of right now (although I have tried), neither has registered my box office numbers. So to give you all a sense of where we are right now, I wanted to share our numbers.

After four weeks, we have grossed $26,116.75.

I’m happy with these numbers. For those of you only accustomed to viewing the studio movies’ box office each week, you might be aghast at these numbers. However, for those of you who track indie movies, you’ll know that for four weeks on one screen a week, these are very solid numbers.

We are at a vital crossroads, though. I don’t know where to take the movie after June 18. And I think, unless we break into some more major markets (New York, Los Angeles, San Francisco or Chicago) soon, I might have to wrap up the tour before too long.

I am hoping to make DVDs soon. As soon as I have them, I’ll begin selling them off of our Website using Neoflix as the fulfillment house (Neoflix gives moviemakers 88 percent of the DVD sales). Eventually, I will also need to make a domestic cable/DVD deal for the movie. But, for now, I’m focused on seeing if I can get someone (a top critic?) in one of these major markets to see the movie and champion it. That way, I can afford to open it in one of these larger cities.

Until then, I still feel that I’m doing exactly the right thing for the movie. It’s a tough road, but we all already knew that, right?

After living in Los Angeles for seven years, Jeffrey Goodman returned to his hometown of Shreveport, Louisiana to direct The Last Lullaby. Co-written by the creator of Road to Perdition, and starring Tom Sizemore and Sasha Alexander, The Last Lullaby was filmed entirely in and around Shreveport and financed by 48 local investors.

COMMENTS | POST A COMMENT

Comment by Russ Skains on 6/05/09 at 9:51 am

The thing that I have noticed in the development of Lullaby’s movie launch is that there is a new crossroads every week...at least that is the way that it seems.

This week’s crossroads is in Iowa and NY...and who knows what next week brings?

Crossroads have cross ties in the tracks and I keep thinking that the cross ties and crossroads lead to somewhere and some kind of resolution. However, the feeling is that it leads to more crossroads and cross ties and further challenges!

Jeffrey, you MUST have the patience of Job in the Ole Testament. I admire your determination.

I know several people who would like a copy of that DVD including myself. I’m sure that you’ll let us know about that.

Comment by Jeffrey Goodman on 6/06/09 at 8:31 am

Hi Russ,

Thank you so much for your very kind comments and for all of your support.  It makes such a difference. 

All the best,

Jeffrey

Comment by Alexander Smith on 6/08/09 at 2:22 pm

Hi Jeffery,

I have been a long time reader and student of what you are posting.  I love your blog and everything it brings to so many of us.

Have you thought about comming up to Canada at all?  I want to see your film, and with the right areas of publicity it could be a sell out (or close to) as well.

Keep on writing,

Alexander

Comment by Jeffrey Goodman on 6/09/09 at 9:08 am

Hi Alexander,

Thank you so much for your very kind words.  I’m currently considering some different areas in Canada and will definitely mention in this blog if/when a decision is reached.  Also, do you receive the e-mail updates on LULLABY?  They are probably the single best way to follow the movie.  If you aren’t receiving them and would like to, all you have to do is send an e-mail to

Thanks for all the support. 

Jeffrey

Comment by John on 6/25/09 at 6:35 am

Jeffery, Iam a great fan of you. I will read every article of yours. I also want to see your movie at canada areas. Thank You. Nice article

Comment by Jeffrey Goodman on 6/25/09 at 6:44 am

Hi John,

Thank you so much for the very kind words.  It looks like we might be in one theater in Montreal and one in Toronto the week of August 28th.  I’ll definitely put more information in this blog as soon as I have it.

I hope that you’ll continue to read along.

All the best,

Jeffrey

Comment by Jeffrey Goodman on 6/26/09 at 7:00 am

Hi Tiffany Co,

Thank you so much for your nice words.  I truly appreciate it and hope that you’ll continue to read along.

All the best,

Jeffrey

Comment by ed hardy on 7/02/09 at 4:34 am

It’s really a tough road, Life is full of adventures , otherwise it cannot be called a life. Keep going.  Looking forward.

Comment by Jeffrey Goodman on 7/02/09 at 6:47 am

Hi Ed,

Thanks so much for the words of support.  I agree and appreciate them. 

All the best,

Jeffrey

Comment by william on 7/23/09 at 4:02 am

The series continues, it’ll have plenty more chances in coming years....That My last lullaby Was not to be forgotten my last lullaby.....

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