Films No Longer Bank on Big Sales

Documentary filmmakers at Sundance are shifting toward self-release strategies rather than banking on major distribution deals. Kino Lorber acquired “Mr. Nobody Against Putin,” which premiered at last year’s festival and earned an Oscar nomination, opting for release on Jan. 22 amid awards buzz. The film played dozens of festivals and secured international streaming after bigger deals fell through, a path now common as documentary sales shrink. Agents report deals often cover only distribution costs with no advance, coming mainly from micro-distributors chasing awards qualifiers. Marketing remains the real hurdle, with one agent noting platforms like Apple and Amazon provide access but no promotion. Filmmakers increasingly handle audience-building themselves through analytics, targeted demographics, and pre-budgeted P&A funds. Sales agents advise taking committed theatrical offers over waiting for streamers like Netflix. Sundance remains a prime launchpad, though success now demands scrappy, long-term planning over quick sales.

Ginger Liu - entertainment@gingerliu.com