Adventures in Self-Releasing: The DVD Release—It's Official

by Jeffrey Goodman | Published October 1, 2009

The next major step for The Last Lullaby is official. Here’s how I have decided to put it together:

We will have a world premiere DVD release and signing of The Last Lullaby at Giuseppe’s in Shreveport, Louisiana, Saturday, October 17th from 2 - 4 p.m. The movie on the 17th will sell for $20. Then, the movie will be available from our Website (www.thelastlullaby.com) beginning October 19th. If people buy online, the movie will also be $20. But, people could receive a 20 percent discount, depending on where we end up in our promotions.

Here are the various promotions (they have been going amazingly well since we first launched them 12 days ago. For instance, our Facebook group has gone from 1,262 members to 1,803 members). Everyone in these respective groups will receive a coupon for a 20 percent discount on the DVD if before October 19th:

1. We grow our Twitter following to 500 people (we currently have 283 followers).
http://twitter.com/chaillotfilms

2. Grow our The Last Lullaby monthly e-mail update list to 5,000 people (we currently have about 3,000 members).
Just send an e-mail to

3. Grow our The Last Lullaby blog to 50 followers (we currently have 25).
http://cahierspositif.blogspot.com/

These discounts will last for the first month of the movie’s release. In addition, people who buy the DVD during its first month will be entered into a drawing to win several movie-related prizes.

This will be a first-run, limited edition DVD. In other words, it will be a DVD of just the movie, but without any special features.

There are many things to think about between now and the 17th. Will I allow pre-orders at any point? What will these movie-related prizes be? Will I attempt to place banner ads on any other Websites? How do I encourage fans of the movie to continue the dialogue? Do I ask them to write reviews after they’ve watched the DVD?

I still want to place the movie in Wal-Mart, Netflix, Best Buy, Amazon, Blockbuster, etc. And that’s my next order of business. I also hope that The Last Lullaby will eventually find a home on cable somewhere. But, for the moment, I’m just happy as The Last Lullaby takes its next major step.

Lastly, I’m not sure if you guys all saw this. But I thought this speech was worth sharing:

http://www.indiewire.com/article/the_next_few_years_will_be_about_survival/

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 Rick Johnson on 10/02/09 at 10:40 am

You’re definitely going to need to lower the price to be competitive in the retail stores.

$20 for just a movie on the DVD is a rip off these days. That’s a premium price for no apparent added value. In a Bestbuy or Walmart you’re going to need to be Targeting impulse buyers as most people won’t have ever heard about your film and won’t know the people in it or who made it. So what incentive do they have to drop $20 on it? Especially when they have $5 and $10 bargain bins of older releases which are much more renowned, and likely have additional content to boot.

But even brand new major Hollywood releases in 2-disc sets often come in closer to $15. You can even get blu-rays with special features for under $20 now.

Comment by Jeffrey Goodman on 10/02/09 at 10:59 am

Hi Rick,

I completely agree with you.  We will have to re-examine the price when we have a DVD ready for stores.

However, for now, we felt that this was the correct price point.  It’s very much in line with what other independent moviemakers are charging, who are also releasing through Neoflix.  And, we felt it appropriate since this is really an advance and limited edition copy of the movie.  All that said, we are offering the various promotions to offset some of the price.

But I completely agree with your points and will certainly pay heed as we prepare to release a DVD into stores.

Thanks so much for your comments.  I hope that you’ll continue to follow along.

All the best,

Jeffrey

Comment by twenty4fps on 10/02/09 at 12:07 pm

May I ask who is brokering your sale to Blockbuster?  I happen to know a broker who used to work for Blockbuster home office in Dallas.

Also, I agree with Rick.  Way too pricey for a B-Movie, without any successful exposure at this rate and time.

Wal-Mart now has dvd vending machines, with bigger titles for rent for a lot, lot less.  How can you compete with that?  And how can you justify the cost compared to the other bigger titles?

What market data tells you that other Indie film makers are charging a 20 dollar spot for a dvd.  I don’t see that anywhere, in the real world.

For instance I can walk in Wally world and buy a theatrically released dvd for 14.99 + tax.  So, justify to me as a consumer the benefit of buying your movie for 20.00.  Where is the appeal, the strong selling points?

And offering discounts to virtual customers with a small customer base seems counter productive.

What about a foreign dvd distribution platform?  Has that been formulated, yet?  Haven’t you received any offers at this point in the game, which is very late, might I add?

From what I have read, it sounds a lot like a dvd self-releasing program.

It’s really hard to follow your tactics, here.  The numbers you reflect with the FB, twitter, etc., etc., arenas are minimum, and doesn’t guarantee a direct sell to every “fan”, even with a discount.

I have to wonder at this point if you even understand where your market is for this picture.  From what you described, it sounds as if a “stab in the dark” is what is happening.

Limited, advanced release, implies what?  A test market run? 

Forgive my intrusion, I am just trying to follow this puzzling odyssey.

Comment by Jeffrey Goodman on 10/02/09 at 12:37 pm

Hi twenty4fps,

I must say at this point I have trouble understanding why you continue to read this blog.  It only seems to frustrate you.

I have asked you now twice to identify your movie background (in the comments after last week’s post and in the post dated 7/24) so that we, as readers, can gauge your expertise.  However, at each juncture, you have chosen to remain anonymous. 

You mention that the program above sounds like a “self-releasing” one.  If I’m not mistaken, that is the title of this blog.

It’s very easy for you to be critical anonymously.  Yet, I feel like this is not a blog where I attack anyone.  And so I continue to be surprised that you take such a tone with me. 

I clearly don’t know everything.  And I don’t feel that I’ve ever tried to present myself as an expert, rather as someone trying to do the best that I can in what has always been a challenging business. 

All the best,

Jeffrey

Comment by twenty4fps on 10/02/09 at 2:15 pm

First, it does not frustrate me to follow this blog.  I just happen to have many questions, that’s all.

Second, I am well within my rights to remain anonymous, and equally within my rights to withold information about our projects.  This is not about me, but about you, remember?

I will tell you this much about myself.  I have worked in this industry for 21 years. 15 years below the line and six above the line.  Currently I represent a multiple slate of pictures, and broker for film finance and distribution, for pictures ranging from 3M to 50M. 

Not once have I been “critical”, but stated obvious facts. If that’s your opinion of being “critical”, fine, as you are entitled to it.

I’m not trying to be nasty in saying this, but you posted the blog, so be prepared for any response, irregardless of how they may be interpreted, or presented.  Nature of the beast kind of thing.

I have never attacked you, and have never read any attacks from you on anyone, so I don’t even know why that was mentioned?

Now about criticism.  You asked the readers for it, so be able to take it.

I haven’t been following for a couple of months.  Too busy to keep up with it daily.  Just thought I’d pop in to see the progress.

I’d like to think that I have been courteous and kind. I have even offered advice, as others have.  How you construe it, is entirely up to you.  My words speak for themselves.

Now what I am about to say is said in kindness, as there are folks out there who do what I do, but will be alot more cold hearted about it.  Becoming jaded in this business has varying degrees of effects on all of us.

I don’t see any tools in this B-movie to justify a 20.00 sticker price, plain and simple.  Drop it ten bucks and it might stand a chance.  And I stand by my statement, spoken from experience.

How you take that is entirely up to you.

Have a nice wkend.

Comment by Jeffrey Goodman on 10/02/09 at 3:34 pm

All right, Daniel.

Comment by Patrick on 10/02/09 at 3:36 pm

Hey Jeff, thanks for adding the link to Bill Mechanic’s speech, it was amazing! Sorry you seem to be getting such grief from certain people.  What I will say is this; I have learned a lot from your blog about self-releasing and that I appreciate being able to follow along as someone else tests the waters and is willing to share.  Let’s face it, the route you’re taking is one most independent filmmakers will have to explore in the future.  I’m glad someone is willing to let us learn from their mistakes/successes.  don’t let a few bad comments discourage you, so what if $20 turns out to be too high of a price, then you lower it, simple enough.  Keep up the great work.

Comment by Jeffrey Goodman on 10/02/09 at 4:34 pm

Hi Patrick,

Thanks so much for the kind words.  Yeah I really liked the Mechanic speech, as well.  It was the first time I’ve heard that perspective from someone so entrenched in the studio stystem. 

I appreciate all the support and am just happy to hear that some of my experiences have been helpful.

All the best,

Jeffrey

Comment by Dean on 10/02/09 at 6:11 pm

twentyfps fails at life.  I look forward to seeing his multiple slates of 50 billion dollar films hit the megaplex ASAP!

Comment by twenty4fps on 10/07/09 at 6:57 am

Folks, please be sure and read the posts clearly.  I clearly stated that I am brokering financing for pictures, from 3M to 50M, (that’s million with an M), not billions.
Secondly, they are not my pictures I am brokering, as previously stated. Both responses are misconstrued and out of context of what I stated, in black and white.
Even though this is not about me, I gave a bit about what I do, at Jeffrey’s request. 
Enough said. Have a FAB week.

Comment by Jon McDowell on 10/11/09 at 7:56 am

Maybe you could lessen the DVD’s price to be able to get the support of the people.  Reasonable price plus discounts and prizes, you’ll definitely get a nice result from it. We can’t hide the fact that most people are after from any available discounts and prizes.

Comment by Jeffrey Goodman on 10/11/09 at 9:58 am

Hi Jon,

Thanks so much for your comments.  I completely agree with you and will monitor things as we move forward and see what’s working and what’s not. 

I hope that you’ll continue to follow along.

All the best,

Jeffrey

Comment by Calgary apartments for rent on 10/26/09 at 2:19 pm

I can see that you are putting a lot of time and effort into your blog and detailed articles! I am deeply in love with every single piece of information you post here. Will be back often to read more updates!

Comment by Jeffrey Goodman on 10/26/09 at 2:23 pm

Hi Calgary apartments for rent,

Thank you so much for your kind words.  I really appreciate it.  Please check back on Fridays, as I normally post a new entry each week on that day.

All the best,

Jeffrey

Comment by dvdripzone on 12/31/09 at 9:28 pm

Nice blog and a very useful article. Happy new years! 2010

Comment by Jeffrey Goodman on 1/03/10 at 10:32 am

Hi dvdripzone,

Thanks so much for your comment.  I hope that you’ll continue to follow along.

All the best,

Jeffrey

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