Tribeca Week: The Latest Trends in Film Distribution 🎬

This was my first time attending a film festival. I didn’t have a film of my own, nor did I go in with any expectations. My goal was simply to learn and explore the current state of the industry. Here are a few trends that left the deepest impression on me:

1️⃣ Theatrical release is the king.The biggest challenge for creators is getting viewers into the theaters. As my boss pointed out, one key reason is that streaming platforms like Netflix are reluctant to spend their own budgets on marketing, instead relying on the momentum of theatrical distribution to promote films.

2️⃣ Distributors are leaning toward horror and apolitical films.While politically or socially themed films have their viewers, distributors are increasingly risk-averse, wary of alienating or marginalizing certain demographics. Horror, on the other hand, continues to sell, regardless of the territory or language.

3️⃣ Marketing is all about knowing how your audience discovers films. Speakers emphasized the importance of third-party platforms like Letterboxd and Rotten Tomatoes (similar to China’s Douban). Since not every audience member checks IMDb or trade magazines such as Variety, tapping into the right discovery channels is crucial.

4️⃣ Two horror marketing case studies stood out:

• Terrifier 3: Its distributor avoided spending on traditional broadcast channels, instead leveraging in-house media such as podcasts and blogs like Bloody Disgusting.
  

• Longlegs (Neon): The trailer withheld the reveal that Nicolas Cage played the serial killer, creating intrigue and buzz.
  

And of course, I didn’t spot Zhao Liying or Lucy Liu at the festival — so maybe I went for nothing! Hopefully, tomorrow I’ll catch more screenings.