Online agency Distribeautiful.com is set to distribute its first feature film across several online platforms next month: Little Johnny the Movie.
The animated comedy, which premiered at the Melbourne International Comedy Festival in April, will be distributed on platforms such as iTunes, Hulu, Google TV, Amazon and YouTube Video on Demand.
The Melbourne-based Distribeautiful.com was established three months ago by producer Steve Kearney and music industry veterans Mark Rochelle and Justin Stanford. The company also handles online distribution of soundtracks and concert footage.
“We’re trying to drag the film business into the 21st century,” Kearney said. “Music guys think the film industry’s distribution methods are archaic – film is five to 10 years behind the music industry.”
Little Johnny the Movie has been distributed via an unconventional strategy designed to return a greater proportion of profit to investors. The producers – Instinct Entertainment – also worked with Distribeautiful.com's sister company Socialeyes.it on the social media campaign.
“The film is a perfect fit for us: they’ve taken a very non-traditional path and they’re happy to take a longer tail on it.”
Platforms such as iTunes – the most popular online platform in Australia – acquire content via intermediary companies and generally take a 25 per cent cut of the retail price.
Distribeautiful.com charges no up-front fees for its service but takes a 25 per cent cut of the remainder. Filmmakers receive returns from sales each quarter.
The approximate 50 per cent cut of the retail price is well above the level private investors or producers can expect via traditional theatrical distribution. However, marketing of the film rests in the hands of the filmmaker.
"It puts the power back in the hands of the filmmakers," Kearney said.
He also said Distribeautiful.com is talking to smaller distributors about bringing their slate to online platforms and to filmmakers who may have old 35mm or 16mm prints that are no longer widely available (the company has a deal with Complete Post to digitise content).
Kearney will be a presenter at the SPAA Conference 360 Market next month in Sydney.
Contact this reporter at bswift@www.if.com.au or on Twitter at @bcswift.