Why the old model is broken—and how to take control of your film’s success
by Carole Dean
If you’re an independent documentary filmmaker trying to navigate distribution today, you may have noticed a painful truth: the traditional model is broken. Films screening at festivals aren’t selling, streamers are gatekeeping content, and foreign sales have dried up.
But there’s good news—visionary strategists Peter Broderick and Keith Ochwat have a better way.
In a recent class in our Learn Producing Course, “The Best Documentary Strategy for the Worst of Times”, Peter shared an empowering strategy he designed with Keith Ochwat called Dynamic Distribution. And if you’re committed to funding and distributing your documentary, what they teach could significantly shape your success.
Why the Old Distribution Model No Longer Works
Peter didn’t mince words.
“However bad you think it is… it’s worse.”
Here’s the grim landscape:
- Film festivals aren’t selling films — At Sundance 2025, only one doc in competition was acquired during the festival.
- Theatrical releases are nearly obsolete — You might play in NYC or LA, but good luck filling seats.
- Streamers are gatekeepers — Only true crime, celebrity-driven, or pre-financed docs are wanted.
- TVOD has no real revenue, and foreign sales are nearly nonexistent.
But rather than dwell on what’s not working, Peter and Keith are focused on what is.
Enter Dynamic Distribution: Smart, Flexible, and Filmmaker-Led
In the current model of passive distribution, you hand your film off to a distributor and hope for the best.
Dynamic Distribution flips the script.
In dynamic distribution you are actively involved—strategizing, marketing, and steering your film’s release to reach the right audience.
Instead of making an “all rights” deal and losing control for 5–15 years, you split your rights, keep control, and tailor your release to your audience.
Start Early with Pre-Distribution
Peter and Keith have introduced a vital concept: Pre-distribution—the phase before you finish your film.
“Pre-distribution begins the moment you dream your film up in the shower.”
What happens during this stage?
- Identify and test core audiences
- Form partnerships with nonprofits, companies, and foundations
- Design your distribution strategy early
- Begin targeted fundraising and awareness-building
And the earlier you begin, the better your outcome.
Know—Don’t Assume—Your Core Audience
Too many filmmakers guess at their audience and are blindsided when their film launches.
“Filmmakers assume their core audience, but don’t test it,” Peter warned.
Use pre-distribution to:
- Reach out to groups aligned with your topic
- Set up test screenings with strangers, not friends
- Invite feedback and discover who really connects
Virtual Screenings: Not Just for COVID
Virtual screenings are still one of your most powerful tools.
Case in point: The Wisdom of Trauma. The film’s creators made it available during a 7-day virtual summit on trauma. The results?
- 4 million views across 232 countries
- Viewers paid what they could: $20+, or nothing
- The film was watched by 4 million viewers worldwide in the first seven days of its release
“That may be the widest documentary distribution in history,” Peter noted.
Peter and Keith have created a crash course on Dynamic Distribution
Peter will be making the Course they developed available through his upcoming Distribution Bulletins.
If you are making a documentary, you should subscribe to his free Distribution Bulletin.
Tools to Help You Succeed
Peter’s free resources are a treasure trove of guidance:
📥 Download case studies and bulletins at peterbroderick.com
📧 Here’s the link to sign up for Peter’s Distribution Bulletin https://lp.constantcontactpages.com/su/KybUh2h
Final Thought From Peter: Don’t Wait for Gatekeepers
“Obscurity—not piracy—is your greatest enemy.”
Dynamic distribution is more than a strategy. It’s a movement—a way for filmmakers to reclaim their power, connect with audiences, and build sustainable careers.
If you’re making a documentary that matters, you don’t need permission from the industry. You need a plan, a community, and the courage to take the reins.
Start now. Start today. The new model is waiting for you.
Carole Dean is president and founder of From the Heart Productions; a 501(c)3 non-
profit that offers the Roy W. Dean Film Grants and fiscal sponsorship for independent filmmakers.
She is creator and instructor of Learn Producing: The Ultimate Course for Indie Film Production. Essential classes for indie filmmakers on how to produce their films.
She hosts the weekly podcast, The Art of Film Funding, interviewing those involved in all aspects of indie film production. She is also the author of The Art of Film Funding, 2nd Edition: Alternative Financing Concepts. See IMDB for producing credits
