Last week IFP hosted their Filmmaker conference in New York City. Among the topics covered was specifically that interested us, Alternative Distribution via the ITV space. The track, The Digital Download highlighted two films, The Cult Of Sincerity and Helvetica and their producers efforts to market in the online space.

While there was useful information specific to identifying a films audience early in the production process and learning how Gary Hustwit, Director of the film Helvetica reached out to a targeted community of graphic designers to market the film, there could have been more practical information. For example, how creatives should attack the problem of navigating the myriad of options for distribution online, the technology issues from shooting for ITV, too an Encoding primer. The difference between aggregators and super aggregators and which work with Indies and the platforms considerations for fixed and mobile devices to name a few. Eric Opeka, Senior Manager of distribution for New Video spoke about his companies services.

After the panel I spoke with Daniel Nayeri, writer and producer of the film The Cult of Sincerity who worked with YouTube to premier their film.

Perhaps the lack of outlining a road map for Indies in the ITV space was due to an industry still in its formative years with people unclear as to what if any formula works? Perhaps its as simple as a lack of eyeballs and CPM which is the bottom line regardless of what strategies are employed? Perhaps there are other factors that are less apparent. Whatever the reasons, I'd like to see a more targeted round table or series of ideation sessions where people dig into these issues going forward.