Adventures in Self-Releasing: Live Stream Days Away

by Jeffrey Goodman | Published November 13, 2009

We’re five days away from the live drawing for The Last Lullaby prizes. Anyone in the world can follow along on their own computer by going to http://www.ustream.tv/channel/live-feed-drawing-for-the-last-lullaby-prizes at 7 p.m. CST on Wednesday, November 18. I hope to see many of you there. It’s the first time we’ve done something like this. It should be an unusual and very fun event.

I just recently discovered that there’s a new edition of Chris Gore’s excellent Ultimate Film Festival Survival Guide. In my opinion, this is an absolute must-read for any independent moviemaker about to make a movie.

The Oscar season is underway. For me, this is always the most exciting time to see movies. I’m curious, what are you most looking forward to seeing in the next couple of months? I’m also finally playing catch up with many of the independent movies I’ve been dying to see and am just now finding the time to watch. Here’s my upcoming queue at Netflix: Food, Inc, Ballast, Frownland, A Christmas Tale, Gomorrah, Medicine for Melancholy, The New Year Parade, Sleep Dealer, Tulpan, Silent Light, This Is England, Jerichow, Munyurangabo, and Treeless Mountain. Any other recent indies you think I should seek out?

After the drawing on the 18th, my focus will shift towards finalizing a cable and domestic DVD deal for Lullaby. I will keep you all posted on these specifics as they happen.

Meanwhile, I am also working on the early stages of my next project, currently entitled Peril. Soon, I will begin making my monthly e-mail updates combined newsletters for Lullaby and Peril. I will also make a push to encourage all of Lullaby’s Facebook group to become part of the Peril Facebook group. And, I will soon be starting a Peril blog much like my Lullaby blog. Peril is both very different, but somewhat similar to Lullaby. I think anyone who has enjoyed the process of following and seeing Lullaby will enjoy the new movie as well.

I don’t want to sign off here just yet. We’re in the home stretch of Lullaby and I want to be there to tell you about it. It’s so funny to have a film out there that is now, in many ways, out of my hands. People can watch it without me around and buy it without me being there to watch it with them. It’s my hope that as years pass, people will continue to discover it, and that my future works will drive people back to The Last Lullaby. It’s the exact movie I wanted to make and I couldn’t be more proud of it.

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.

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Comment by Brian on 11/13/09 at 12:56 pm

Looking forward to the live drawing on Ustream. Should be fun!

Comment by Russ Skains on 11/13/09 at 1:34 pm

Jeffrey, how does one sign up for Peril?

I have a meeting during the time of the drawing. I know that I’m gonna win...so could you send the winnings to me?

That’s quite a list of Indies...I knew about Ballast but I gotta get busy working on this list!

Comment by Jeffrey Goodman on 11/13/09 at 2:36 pm

Hi Brian,

Absolutely! Should be great. Look forward to having you there.

All the best,

Jeffrey

Comment by Jeffrey Goodman on 11/13/09 at 2:37 pm

Hi Russ,

Such confidence, huh? I hope you do win something. You definitely deserve it.

Yeah definitely some interesting stuff on that list.

No PERIL update list just yet. But coming soon.

Thanks, #1 fan!

Jeffrey

Comment by Victor on 11/16/09 at 3:14 pm

Hi Jeffrey,

I’ve offered my wrestling documentary as both DVD and PPV streaming online since I released it in August. Though most people buy the DVD, I’ve made good sales with PPV, certainly worth it.

Comment by Justin Bachelor on 11/17/09 at 3:13 am

Finally, the Last Lullaby comes to an end. I can’t wait to know who’s gonna win the special prizes! I’m looking forward to your new movie!

Comment by Jeffrey Goodman on 11/17/09 at 9:15 am

Hi Victor,

Thanks so much for your comments. I definitely need to look into PPV streaming more. Really appreciate the insight.

I hope that you’ll continue to follow along.

All the best,

Jeffrey

Comment by Jeffrey Goodman on 11/17/09 at 9:17 am

Hi Justin,

Thanks so much. Yeah, tomorrow night should be really fun. I hope you’ll check it out.

All the best,

Jeffrey

Comment by Albert Pyun on 11/23/09 at 1:19 pm

Congratulations Jeffrey! It sounds like your living every filmmakers ultimate dream which is to control all aspects of a film and its release. It’s something I’ve wanted to do for years but it just didn’t seem viable back when I first started making features in 1981. But the business has changed allowing filmmakers like yourself to make films you care about and getting them out directly to your audience.

I am considering going down the path you’ve blazed with my newest film, “Tales of an Ancient Empire” which is a loose follow up to my 1982 cult film, “The Sword and the Sorcerer”. I was able to fund by selling off foreign but all North America was retained with nothing against it. The film has luckily received NA offers (with minimal theatrical guarantees even) but I like what’s going on with the DIY movement and really love the idea that revenue earned goes to enrich the film’s investors instead of studio machines.

Over the past 28 years I’ve seen many reports from distribs and its always so unfair how the film’s principals always end up with just the smallest fraction of the film’s new revenues. Or where there is an escalator, but for some reason we never hit it. I had a film that shipped quickly to 199,999 units (VHS at the time) but never seem to hit the 200,000 trigger for bonus sharing. It would drop, due to returns to 199,500, then back up to 199,999 when it came out on Laser Disc (remember those?) but never reaching the hallowed 200,000 number even on re-release to DVD.

All my films have gone out thru “studio distribution” and until the past 5 years I never saw an alternative. But with the advent of digital technology lowering production costs to ridiculously low levels and with the internet able to reach out (in a good way) to virtually everyone in a market, well, you’re crazy not to try DIY.

So with “Tales of an Ancient Empire”, which I almost shot in Baton Rouge last year, I feel it might be the right film at the right time to go the DIY path. If it works all the remaining films I make will go out this way.

So thank you for your insight and for sharing your experiences, Jeffrey. Your stories were entertaining as well as illuminating. For most of my career I’ve been cut off from the audience (this might be clearly evident in my films-lol) but after attending my first film festival in Spain in 2005, I am really sold on directly interacting with viewers in whatever way possible.

And we are kindred as well having both had the interesting experience that is Tom Sizemore.

Best,
Albert Pyun

Comment by Jeffrey Goodman on 11/24/09 at 9:31 am

Hi Albert,

Wow, thanks so much for your incredibly kind comments. I’m not sure I (or anyone else for that matter) has completely cracked DIY. But I do like the transparency of it and as you said the way that it allows you to interact.

Keep me posted on your experiences. And thanks for following here.

All the best,

Jeffrey

Comment by Kitchen Bins on 11/24/09 at 11:48 am

Should be great fun!

Comment by Albert Pyun on 11/24/09 at 12:48 pm

Jeffrey,

Any opinions about CreateSpace and NeoFlix to handle DVD fulfillment? We got a quick response from Neoflix and they seem very filmmaker centricand they recognized that our volume could be much heavier than the films they normally service (most are docs).

I guess the one issue I’ll have to get theaters to waive is any sort of holdback window on sellling DVD’s. not sure why they would need this for one off or midnight screenings but NeoFlix raised the concern.

BTW—not sure if this will be of much value as the data is two years old but I had a no budget horror western ($98,000 to shoot and post) called “Left For Dead” that I shot completely in Argentina with Argentine cast and crew. No Americans. Just me, $88,000 in funds and the investor/producer went down and shot it in 11 days. Lions Gate released it in March 2008 and from the last report we’ve paid off our minimum guarantee but LGF has netted $248,000 after distribution fees and expenses from DVD only. Its out on VOD but they haven’t reported on that yet. . Very disturbing where if we had only sold/shipped 10,000 units we would have made, after expenses, about the same (at 29.99 minus 5.00 cost per disc). I know most of my films ship between 50,000 to 150,000 units. Films like Ticker, as crappy as that film was, go 600-700,000 units and sold to USA for $3 million. I put most of my films together myself with a few exceptions so its very disheartening to see so little of the revenue.

Thanks for your time and advice!

Best,
Albert Pyun

Comment by Jeffrey Goodman on 11/25/09 at 8:41 am

Hi Albert,

I actually use Neoflix for The Last Lullaby. So far, I’ve been very happy with them. It seems that my customers are receiving their orders in a timely manner, and Neoflix is totally transparent. In other words, I can access my account 24/7 and see how many orders have been placed. They also collect e-mail addresses for each order that I can use to grow my audience database.

The only thing I’ve heard about CreateSpace is that they take a slightly higher cut from each transaction than Neoflix. I’m not sure of CreateSpace’s current charge, but Neoflix takes 12% of each transaction.

I would imagine if you’re doing one-off screenings that theaters probably wouldn’t care. I probably wouldn’t even tell them that the DVD is available unless they ask.

I would be curious, if you have the time, if you would share with the readers some of the ways you get the word out so that you’re able to ship 600-700,000 units? That’s way more than most independent movies ship, and I (and everyone else) might be able to learn from you.

Thanks so much, Albert.

All the best,

Jeffrey

Comment by Albert Pyun on 11/25/09 at 12:05 pm

Hi Jeffrey,

The 600-700k ship was for “Ticker” a movie I made independently in 2000 and was released in North America in 2002 by Artisan which was swallowed by Lions Gate after. It shipped that many units because it was Steven Seagal’s first movie out after he re-emerged in Warner Bros. “Exit Wounds” which did well theatrically. That was the main reason and that’s why most studios and producers are forever trying to put together the right combination of cast elements to appeal not only to a film’s core audience but to have a broader appeal to audience on the fence. Genre crossover. A good example of this is Stallone’s Expendables movie and its all star cast and its stunt casting with Bruce Willis and Arnold. We had Nas, Sizemore, Denns Hopper, Chilli and Jamie Pressley. collective a strong cast package and they ate up $6.2 million of the film’s $7 million budget. Bank charges, bond fees, etc ate up another $300,000. so there was only around $500,000 BTL to shoot a fully union shoot in 11 days in Los Angeles.

Casting, not the quality of a film (as Ticker can attest), is the principal driver of units shipped. Even more important than theatrical release in my mind and clearly in the mind of DVD renters and buyers. They do like to see faces (or bodies) they recognize. So that’s what drove it. Very little actual promotion or marketing was done in the indy sense. with the right cast, there’s no need.

And its not always big movie stars but even a Paris Hilton, at the height of her fame, could get 150,000 units shipped on her first movie.

right now there’s a big push to put MMA or Disney teen stars into films. Ten years ago it was rappers. 20 years ago it was Euro action stars like Arnold and Jean claude. Its all very faddish and mercurial. These things are what really drive units shipped for the distribs and Blockbusters of this world.

Best,
Albert Pyun

Comment by Jeffrey Goodman on 11/25/09 at 2:33 pm

Hi Albert,

This is fantastic insight. Thank you so much sharing.

Please stay in touch.

All the best,

Jeffrey

Comment by Albert Pyun on 11/26/09 at 7:47 pm

Hi Jeffrey,

First—Happy Thanksgiving to you and everyone else following your blog.

Second—I read an interesting article over at screen international and commented with another filmmaker. It might be of interest:

http://www.screendaily.com/news/digital/monetising-digital/take-12-metrodome/5008474.article

Best,
Albert

Comment by Jeffrey Goodman on 11/27/09 at 9:15 am

Hi Albert,

Thanks so much for sharing this piece. I completely agree with everything in it. We are certainly at a crossroads right now. And in that sense, any experimentation with new models is only a good step, as far as I’m concerned.

Happy Holidays to you, too!

All the best,

Jeffrey

Comment by Albert Pyun on 11/27/09 at 1:27 pm

Hi Jeffrey,

Sorry to be a knowledge pest but did you consider CreateSpace and what advantage did NeoFlix offer over the other fulfillment services?

And if I might ask one more—in the cities you played without a local connection, what did you find was the most effective tool to raising awareness that the film was going to screen? I’m scheduling a tour of North America made up of appearances at fantasy/sci fi conventions, colleges and film festivals from January up to the release date in early May. I was going to hold one off theatrical screenings in each town where I participated in a convention or festival.

Sorry to as you so many questions but I’ve gone down the road with one distributor in particular and we’re are the point of a close but before it does close, I wanted to see if there was some hybrid model where we would take on a distribution partner instead of just a distributor. Where they would partner and support a self distribution effort both for theatrical and home video by the filmmaker but giving access to limited P & A initially in exchange for a split of every dollar. No minimum guarantee just a very minimal P & A, say $100,000 which we would supplement and the use of the distributor’s brand. I realize from my talks with companies like Sony and Lions Gate, this approach is not going to fly but the company I’m dealing with is more progressive and outside the box in their approach plus they generally have to output thru a Fox or Sony for home video. I’ve briefly communicated with Magnolia and Starz/Anchor Bay and they might be possibilities if this company I’m working with passes on this hybrid model.

Best,
Albert Pyun

Comment by Jeffrey Goodman on 11/28/09 at 8:38 am

Hi Albert,

Thanks so much for your comments.

The biggest determinant for my Neoflix choice was the 12% they charged for each transaction. I have heard from other moviemakers that CreateSpace takes a much larger cut from each sale.

During our theatrical run, I really didn’t take the movie to any city where we didn’t have some kind of local connection. But in festivals where that was the case, I did try to contact all the local media, feed them stories, and see if I could generate some interest. Aside from that though, I printed up postcards that I tried to distribute in key places around town. All in all, this (creating exposure in “foreign” markets) is an area that I think I need to continue to work on and explore. I can’t say that I was a total success with it for Lullaby.

As for your distributor approach, have you contacted the key service companies—Roadside Attractions, Freestyle, and Truly Indie. It sounds like the deal you’re seeking might be something up their alley.

Thanks, Albert.

All the best,

Jeffrey

Comment by Matt on 12/01/09 at 12:45 pm

Hey Jeff,

I think what you’re doing is awesome and I just saved Lullaby to my Netflix queue. I just finished my first feature and have been considering about self releasing but am a bit concerned about clearance / legal stuff. Did you form an LLC and get E&O;insurance?

Comment by Jeffrey Goodman on 12/02/09 at 10:00 am

Hi Matt,

Thank you for your comments.

I did form an LLC and get E&O;insurance. I would recommend getting clearance on all the music and for everything else on your movie, if possible.

I hope that you’ll continue to follow along.

All the best,

Jeffrey

Comment by Michael Mesa Miami on 12/22/09 at 2:23 pm

I have not seen this picture yet but should check it out on ustream. Looking forward to it.

Comment by Jeffrey Goodman on 12/22/09 at 7:16 pm

Hi Michael,

Thank you so much for your comment. The movie is not available on ustream but can be purchased from the movie’s website (http://www.thelastlullaby.com). I truly appreciate your interest.

All the best,

Jeffrey

Comment by Mark@School Grants on 1/06/10 at 12:11 pm

Just saw the site. Congratulations to your actors and actresses, production crews and you (of course)! You won 3 awards for this movie right? I’m pretty sure that that’s more than enough to celebrate and consider your movie as a successful one.

Comment by Jeffrey Goodman on 1/06/10 at 1:01 pm

Hi Mark@School Grants,

Thanks so much for your kind words. We won five awards total so far, I think, which has been really satisfying. I’m really proud of LULLABY and hope that you’ll have the opportunity to see it.

All the best,

Jeffrey

Comment by Camping on 1/14/10 at 2:35 pm

I like how you say “so far” - great work and I hope you win more.

Comment by Jeffrey Goodman on 1/14/10 at 3:26 pm

Hi Camping,

Thank you so much. I hope we win more, too!

Jeffrey

Comment by student on 1/19/10 at 2:37 pm

My sincere congratulations and don’t stop on it.
I wish to get every time higher and higher:)

Comment by Jeffrey Goodman on 1/19/10 at 4:25 pm

Hi student,

Thank you very much! I hope that you’ll continue to follow along.

All the best,

Jeffrey

Comment by Sareesh Sudhakaran on 1/27/10 at 9:45 am

Hi
I’ve just completed a feature film called The Impossible Murder, which has a budget of roughly $30,000 and was shot on HDV.
I tried releasing it in theaters here in India but it’s so damn expensive to market films here. So I decided to release the film on DVD directly, but even in that case, I’ll have to bear production costs and some marketing costs until payments come in. The internet is a no hope situation because people don’t buy off the internet in India.
Your blog is certainly inspirational. I wish I had read it before I set out to make my film.
sareesh

Comment by Jeffrey Goodman on 1/28/10 at 10:34 pm

Hi Sareesh,

Thanks so much for your comments! I completely hear you on the challenges and am facing similar ones here. I’m glad to hear though that some of the things in the blog are useful.

Keep forging ahead.

All the best,

Jeffrey

Comment by Citytour Budapeste on 2/03/10 at 12:02 pm

Congratulations for the awards, it’s a perfect job!! we’re looking forward to your new movie!

Comment by Jeffrey Goodman on 2/04/10 at 8:01 am

Hi Citytour Budapeste,

Thank you so much for your kind words! You made my day. I hope that you’ll continue to follow along!

All the best,

Jeffrey

Comment by Hockey Time on 2/18/10 at 11:39 pm

What an awesome movie! I can absolutely believe all the awards it won, and more important is the testament to the work that must have been done behind the scenes to make it happen from an Indy perspective.
Cheers!

Comment by Jeffrey Goodman on 2/19/10 at 6:51 am

Hockey Time,

Thank you so much for saying all of that! You made my day.

All the best,

Jeffrey

Comment by Sarah Poindexter on 4/04/10 at 3:59 pm

I really appreciate the information. As an independent filmmaker pushing my own film right now, it really helps. check out brainicsmovie.com

Comment by Jeffrey Goodman on 4/04/10 at 4:09 pm

Hi Sarah,

Thank you for commenting! We should be continuing the blog here soon. So hopefully I can continue to share as we both move forward.

Keep up the good work!

All the best,

Jeffrey

Comment by Russ Skains on 4/04/10 at 10:59 pm

Sarah, I found your movie on IMBD as a 2000 movie...is that the one that is yours?

Comment by London Plumber on 4/13/10 at 10:39 am

This is really great! Thanks Jeff!

Comment by Jeffrey Goodman on 4/13/10 at 11:05 am

Thanks so much, London Plumber! I really appreciate the kind words.

Comment by Shane on 5/10/10 at 1:17 pm

Self publishing is a great way to crack into film making. It’s kind of like self publishing of books. Years ago, everyone frowned on the idea. Now, thanks to Amazon and others, it’s pretty much a normal thing. The same will happen with the film industry too.

Peace

Comment by Jeffrey Goodman on 5/11/10 at 7:00 am

Thanks, Shane. I completely agree with you here.

All the best,

Jeffrey

Comment by anthony morrison on 5/17/10 at 2:46 am

I also agree that Self publishing is a great way to crack into film making.This is great.Thanks for sharing this post.

Comment by Jeffrey Goodman on 5/17/10 at 7:46 am

Thanks, Anthony! I really appreciate the kind words.

All the best,

Jeffrey

Comment by blogreaction on 6/24/10 at 2:27 am

Oh… why did the posts stop. I was enjoying the adventures!

Comment by Jeffrey Goodman on 6/24/10 at 7:37 am

Hi blogreaction,

Thanks so much for the kind words. I’ve actually continued the blog under a different heading. You can find my writing under MovieMaker blogs, but now entitled, I Found it at the Movies.

Jeffrey

Comment by EfenDy on 7/03/10 at 6:44 am