So many cool movies play a bunch of festivals and then either disappear or end up scattered across a million random platforms (via distributor or aggregator, some of whom are better than others). There is currently no sustainable way for indie and nonDe (non-dependent) filmmakers to digitally distribute their work to wide audiences.
The tech exists to solve this problem, but solving it properly also requires money from investors and cooperation from filmmakers.
We need a digital distribution platform and storefront where indie filmmakers and labels can upload their movies and merch and sell directly to fans.
Why do we have open marketplaces for musicians (Bandcamp) and game developers (Steam) but not for filmmakers?
Some companies and intrepid individuals are doing their best to change this. Dan Levy Dagerman is currently accepting submissions for Non-Dēmand, “a video player that allows creators to put a paywall on their film and stream them as TVOD (transactional video on demand) for rental and purchase.” Vimeo OTT also allows anybody to build their own embeddable streaming platform (I don’t know anyone who has done this before). And platforms like Kinema, Eventive and Gathr all offer — among other things — some form of open-submission digital storefront where filmmakers set their prices and release windows, retain their rights, and rent/sell their work to audiences.
However, as of now, none of these options are accessible across Smart TVs and streaming players like Roku and Apple TV (and none of them allow filmmakers to sell merch, boo). We cannot rely on audiences to use Chromecast or hook up their devices to TVs with HDMI cables. It’s sloppy and unprofessional and drastically reduces our potential audiences. For the proposed marketplace to be effective, it needs to be accessible across Smart TVs and streaming players. It cannot just be a website, an embeddable player or an iOS app. If we want the best chance of people renting and buying our work, we need to make the choice architecture around the decision as seamless and easy as possible.
Also, movies are not meant to be seen on screens measured in inches.
One of the above digital distribution platforms could develop an app for Smart TVs and streaming players and that would solve the problem. Or, a film company who already has an app could just add an open-submission storefront.
Mubi could absolutely do some version of this. Their current subscribers are the exact folks who would dig and use this storefront. They could build it themselves, or partner with an aggregator like FilmHub who already has the infrastructure and tech to upload, deliver and quality-check films and assets.
There is a real and important opportunity here for whoever wants to figure out and actualize a sustainable solution.
A movie that is everywhere might as well be nowhere at all. Exclusivity matters. Just as bands are leaving Spotify to build more sustainable careers on Bandcamp, filmmakers should — once a smart and accessible alternative exists — limit their exposure on other platforms.
We should all put our films on this new platform so it becomes where audiences go to rent and buy indie and nonDe films that are hard to find elsewhere.
If enough filmmakers do this, it will simultaneously make the new platform better and the other platforms lamer, because we’re taking away a bunch of their coolest movies.
Also, building trust and credibility with the customer is essential. People are hesitant to join something or enter/save their credit card info if they are unfamiliar with or unsure of the brand. Above I talk about choice architecture and the importance of making it as easy as possible for people to find, watch and pay for indie and nonDe movies. If somebody is already signed up for a platform, and their credit card info is already saved, all they have to do is click “rent” or “buy”. That’s making the choice as easy as possible, and is ultimately the best chance we have for success in the transactional VOD space.
In this sense, consolidation is the way we collaboratively help this new storefront build trust and credibility as quickly as possible. What we are talking about here is converting non-users of this new digital storefront into users. If one of us puts our films in this store, we will convert a handful of our fans into users of the new platform and not much will change. But if we all do it, if we all get our friends, family, fans and followers on this new platform, then we’re getting somewhere.
When the time comes, we need to be prepared to jump on the opportunity.
The day before this article was published, Letterbox’d announced their newest feature, Letterbox’d Video Store, which they describe as “a film rental platform inside Letterbox’d.”
Think of it as curated shelves instead of just scrolling lists endlessly without being able to make up your mind on what to watch. These shelves are built from what our members are actually hunting down:
Festival standouts that are yet to be distributed.
Long-watchlisted titles finally made available.
Restorations and rediscoveries worth celebrating.
Limited-time drops of sneak peeks and unreleased gems (only here for a short time).
We program these shelves using millions of watchlists, reviews and other secret sauce signals. It’s like walking into your local video store and seeing the “employee picks” shelf — and those employees are countless Letterboxd members across the globe.
Plus:
It’s accessible! Rent what you want, watch on the web, iOS, Android, Apple TV, Android TV, Chromecast and Airplay. Additional Smart TV apps are in the works.
Letterbox’d is absolutely a company that could effectively solve this problem. They are a trustworthy and credible brand. They’re big enough to have real reach but small enough to adapt and be nimble. They are growing rapidly and probably have more data on movie lovers than anybody else. If this new feature is truly accessible across smart TVs and streaming players, it could be a game-changer.
Video Store will launch in December 2025, and I’ll be paying close attention.
AMAUTEUR is a production & distribution newslabel that makes, releases & writes about indie & nonDe (non-dependent) movies & music. Want to show your support? Send a few bucks via Tip Jar or Venmo. For contributions of $5 or more, share your email address in the comments (or DM me) & I’ll send you a secret code to rent my first feature, Good Funk, on Vimeo-On-Demand (or I can send you a private YouTube link). Dig it!
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