Experiments with Direct Distribution in the UK

The focus in this chapter shifts to the perspective of small-scale, stand-alone producers in the UK, who are experiencing serious difficulties in terms of generating sufficient value for small-scale, low-budget films through conventional distribution arrangements and release strategies. I demonstrate that distributors are experimenting with day-and-date strategies, whereby films are simultaneously released in cinemas and online. I also demonstrate that some producers are experimenting with an alternative distribution approach, ‘direct distribution’, whereby they retain more control over distribution rights and work with distribution consultants rather than distributors to organise the distribution process. I compare such arrangements with conventional distribution arrangements in order to analyse the involvement of gatekeepers. Against claims of dis-intermediation, I argue that the involvement of gatekeepers remains critical to organise distribution.