What Happens After Post-Production? Distribution 101

Many people assume that wrapping post-production means that producing your film is done, but this isn’t really the case. The next step is getting people to see it! The distribution industry encompasses everything from negotiations and deals with theaters or streaming services to marketing and outreach, but the goal of distribution is simple: connecting your film with its intended audience. But, what does it really mean to distribute a film?

What is Film Distribution?

Distribution refers to the process of making a film available for viewing, and encompasses all release methods, from theatrical releases to on-demand streaming. There are three steps of the overall filmmaking process: production, distribution, and exhibition. Production and exhibition are steps of the process that consumers have a better understanding of. Production refers to the act of actually creating the film, and exhibition refers to the moment an audience watches it. Distribution, on the other hand, is more invisible to the average filmgoer. It acts as a midpoint between exhibition methods and filmmakers, and involves legal deals and negotiations between them. 

Distribution today has many different methods or mediums to release films to the public, such as theatrical releases, direct to cable, video on demand, or direct to streaming. A film could have a theatrical distribution agreement with one distributor, and then make a streaming distribution deal once that theatrical run has ended – or, depending on the exclusivity discussed in the agreements, the two can even coincide. This is why, sometimes, you will be able to find a film that is playing in theaters on demand on your television. It is also becoming more and more common for films to make their way to streaming services once their theatrical releases have concluded. For companies like NBCUniversal, a film like Wicked (2024) can have a large theatrical release, earning over $735 million worldwide at the box office, and then be released onto their own streaming service, Peacock, available with a subscription. The business of film distribution will also explain why a film like Wicked is also available to purchase through other streaming methods, such as YouTube, Amazon Prime Video, or Apple TV – agents can negotiate multiple distribution deals using the same method with different companies, even if there is no exclusivity. This is because the relationship between distributors and filmmakers is extremely symbiotic – streaming platforms want people to stay on their platform no matter what studio created the film they are watching, and filmmakers want as many people to have access to their film as possible. 

Distribution Today: Major Players

Although you might not think you know of any major distributors, you have definitely seen some of their logos before. Almost all films have a few short animations that play in the beginning – Dreamworks, Columbia Pictures, Warner Brothers, to name a few well known companies. This is where you can find the film’s distributor! Warner Brothers, Paramount Pictures, and 20th Century Studios are all examples of major distributors within the film industry today. Another major player to rise up in the distribution scene is Netflix, which introduced streaming to the world of film distribution. 

What truly skyrocketed the use of streaming services in distribution was the COVID-19 pandemic. Once filmmakers realized that their movies reached an even wider audience when available on streaming platforms during the pandemic, and no one was able to go to movie theaters, the importance of films having a theatrical release decreased significantly. This shrinking theatrical window has impacted movie theaters immensely, with businesses attempting to create more of an immersive experience in their theaters. Curating a more luxury viewing experience is one way that theaters are reacting to the rise of streaming services, with theaters like the Alamo Drafthouse Cinema offering dine-in experiences to create more of an appeal for theatergoers. Additionally, theaters are adjusting their release strategies, sometimes returning to limited releases rather than releasing a film in theaters everywhere. In the past, theaters have had a lot of sway in distribution negotiations, but the pandemic has flipped this on its head, and theaters are having to become a lot more flexible in their release strategies. 

Pros and Cons of Different Distribution Methods

There are pros and cons to all different types of distribution methods, which is why you will often find films using multiple methods of distribution, with limited theatrical releases eventually leading to television or streaming availability. Traditional releases refer to films that release in theaters first, then in airlines, and lastly end up on television channels. Each of these steps is reflective of a unique deal that was made with exhibition outlets, with individual deals being struck with the theaters, airlines, and television channels respectively. Digital distribution methods have changed the industry, especially with the introduction of streaming services in recent years. Each of these methods come with unique benefits and costs. 

Theatrical releases allow for exposure with audiences and critics alike, giving a film more prestige than something direct to video or streaming. However, the cost of a theatrical release makes this method harder to access, and major theaters are extremely difficult to work with as independent filmmakers. Theaters are great for exposure, but often do not lead to large profit margins for the filmmakers themselves. 

Traditional television broadcasts allow for a much broader reach than theatrical releases, as well as the opportunity for repeated broadcasts and the earning of residuals. Broadcast comes with less prestige than a theatrical release, but is still an extremely competitive distribution market. Production costs for broadcast films are often extremely high, and standards of each channel can be extremely high. 

The first digital distribution method was on-demand video services, which gave filmmakers an opportunity to distribute their films directly. Flexible pricing and rental options appeal to consumers, and the method also allows for immediate access to data and analytics. For indie films specifically, revenue sharing can often be unequal, and it is difficult to stand out in a crowded market. Additionally, similar to television broadcasts, there is less prestige in this method. 

Streaming services have borrowed a lot from on-demand video services– from rental options and different costs for different films, as well as the immediate access to data and analytics that on-demand video services allow for. Streaming services also have incredible audience reach and visibility, with instant access to films for consumers. There are no physical production costs for a global distribution plan, which is a significant benefit, especially for films on a low budget. However, streaming services are an incredibly saturated market which leads to strong competition – even if you strike a deal with a streaming service, that is no guarantee that people will actually watch your film. Additionally, revenue sharing will often be lower for indie films when shared on streaming platforms. 

What Does Indie Distribution Look Like?

It is undeniable that marketing and distribution are essential aspects of the film industry, and independent companies are a great way to understand exactly how much marketing and distribution can impact a film. Two major indie film distributors are A24 and NEON Rated. NEON is well known for their recent success with the film Anora (2024), which won six total Oscars in 2025, including Best Picture, Best Actress, Best Director, and Best Original Screenplay. The film had a budget of $6 million, but NEON contributed three times that amount towards marketing, distribution, and their Oscar’s Campaign. By creating a unique distribution campaign, including the film’s first screening being attended by sex workers rather than Oscar voters, NEON was able to integrate the film’s message and purpose into their marketing and distribution campaigns. This made the film stand out on social media, and the extra thought, care, and funds being put towards its distribution show how successful films, from Oscars recognition to box office success, must use distribution to their advantage. 

Distribution can seem daunting or, at times, impossible for the independent filmmakers. Cost, audience outreach, and connections with theaters or television channels might seem like things that only a large, pre-established company would be able to achieve. Indie film distributors are meant to make distribution a little bit more attainable. They are more accessible companies that provide your film with an expanded reach, industry connections, and credibility. Additionally, looking for an external distributor will help you understand the distribution industry and learn the process of negotiating. If you aren’t sure where to begin, film festivals are a great place to begin distributing an independent film. Many audience members are representatives from independent distribution companies that are looking for films, and festivals are a great place to connect with distributors. Researching in order to understand your unique distribution goals will help you succeed once you get your foot in the door of the distribution industry. When planning your next film, save some time, funds, and effort for distribution and marketing. A strong, developed distribution plan could be that final push that allows audiences and critics alike to truly connect with your film.