*How to Strategically Roll Out Your Film for Maximum Impact*
If you're a filmmaker looking to release a new movie, understanding the rollout strategy is crucial to its success. Today, I'll break down an effective film rollout plan that navigates from Transactional Video on Demand (TVOD) through Subscription Video on Demand (SVOD) and finally to Ad-based Video on Demand (AVOD). This approach ensures that your film reaches its audience effectively while maximizing revenue.
*Stage 1: Transactional Video on Demand (TVOD)*
Initially, your film should debut on TVOD platforms. This includes services like iTunes (also known as Apple TV), Google Play, and Amazon TV, where viewers pay a fee to either rent or own your movie. Pricing can vary, for example, $24.99 to purchase and $19.99 to rent a new release, with prices typically decreasing over time. This stage also includes cable VOD services such as In-Demand by Cox, Comcast, and Charter, where films are available for a rental fee.
Launching on TVOD is essential because it targets viewers willing to pay a premium to watch new releases immediately. It's crucial not to skip this phase as it establishes a revenue foundation and gauges the initial audience interest.
*Stage 2: Subscription Video on Demand (SVOD)*
After a successful TVOD phase, transition your film to SVOD platforms like Hulu and Netflix. These services offer viewers unlimited access to a vast library of content for a flat monthly fee. Moving to SVOD after TVOD is strategic; it taps into a broader audience that prefers subscription services over paying for individual titles.
It's important to time this transition well. Releasing on SVOD too soon can cannibalize your TVOD revenue, as viewers might prefer to wait to watch the film at no additional cost beyond their subscription. Generally, films move to this window after the demand and revenue from TVOD begin to taper off.
*Stage 3: Ad-based Video on Demand (AVOD)*
The final phase of your film’s rollout is AVOD, which includes platforms like KZfaq and Pluto TV. Here, viewers can watch films for free but with advertisements. This stage captures the segment of the audience that is unwilling to pay for content directly but doesn’t mind watching ads.
Releasing your film on AVOD last helps in capturing the maximum audience while ensuring that it doesn’t undermine the potential earnings from TVOD and SVOD phases. Like with SVOD, timing is key; introduce your film to AVOD once the subscription revenue starts to decline.
*Working with Distributors or Self-Distributing*
Whether you're working with a distributor or handling distribution yourself, it's vital to plan each phase's duration carefully based on performance metrics. Avoid "shotgunning" your release across all platforms simultaneously. This approach can dilute your revenue streams, as availability on a free platform can reduce the number of viewers willing to pay.
Instead, stagger your release across these platforms strategically. This method ensures that each phase extracts its full potential value, thereby maximizing your overall returns from the film.
*Conclusion*
Understanding and implementing a phased rollout strategy for your film can significantly enhance both its market reach and profitability. Start with TVOD, transition to SVOD, and finish with AVOD, keeping an eye on performance and audience trends at each stage. This methodical approach will help ensure that your film finds its audience across all distribution platforms while optimizing revenue at every step.
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