The dim room, the pop of popcorn, the energetic post-screening chatter. There’s nothing like sharing your documentary on the big screen at a beloved local cinema.
But how do you get your film on that screen? What theatrical strategy best fits your project’s goals? And how can you ensure the experience is not lost on its intended audience?
This toolkit is designed to help DOC members like yourself navigate questions around theatrical distribution and audience development in Canada.
There is going to be a deep change in the cinema in our equipment, but there is also insecurity stemming from the changes in the distribution system and internet piracy. All things can change, but the values of cinema, the magic of narration, the poetry of the Seventh Art, is unalterable. Our century, despite the boom of the media, will be a century of loneliness. Only cinema can unite people.
– Werner Herzog, 2009
About This Toolkit
This toolkit focuses on four key areas:
Determining Your Distribution Strategy
The first step in any successful distribution plan is to define your goals and audience. In this section, combined lessons from Chanda Chevannes, Jon Reiss, Malcolm Gladwell and more will help you make practical choices in order to determine your theatrical strategy.
Not every DOC member will find that a theatrical run is the most strategic option for them. Use this opportunity to determine where your efforts would be best spent.er Herzog, 2009
Marketing to Cinemas
Theatrical remains a powerful way to generate buzz and enhance the longevity of your title. This section provides you with practical tips for approaching and working with cinema operators to organize impactful screenings.
Marketing to Audiences
Promoting specific showtimes in each cinema’s community requires its own skillset. This section lays out your set of choices around marketing your theatrical engagements.
Building Your Owned Audience
Building a loyal audience that follows your work and is invested in your filmmaking journey is crucial for long-term success. This section provides you with strategies and tools for cultivating a community around your film.
Complementary Reading
The 2018 DOC Roadmap to Creative Distribution by Chanda Chevannes shares many important lessons and best practices, pulled directly from the unique experiences of Canadian documentarians.
This report provides filmmakers with the tools and knowledge to:
- Understand the complexities of rights, markets, and territories
- Develop a strategic distribution plan and secure funding – including a list of funds in Canada
- Build an effective team and leverage valuable partnerships
The Impact Field Guide and Toolkit, presented by Doc Society and most recently updated in 2019, is an impressive resource designed to help documentary filmmakers maximize the impact of their films.
This guide offers practical advice for impact campaigns, including:
- Identifying your film’s impact goals and target audiences
- Developing a strategic plan and building effective partnerships
- Creating educational materials and measuring the impact of your work
The Distribution Playbook, co-created by Emily Best of Seed&Spark and Christie Marchese of Kinema, launched in 2024 and is constantly evolving through ongoing contributions.
This playbook supports navigating film distribution through:
- A comprehensive overview of the current landscape
- Tips for creating a customized and innovative distribution plan
- Examples of success through hybrid distribution
The Distribution Playbook, co-created by Emily Best of Seed&Spark and Christie Marchese of Kinema, launched in 2024 and is constantly evolving through ongoing contributions.
“The distribution landscape has changed fast, even more so in the last few years. It’s your job to know how things work. Be informed and empowered to know what can work best for you, your film, and your career. While we all dream of the multi-million dollar acquisition, that has about the same chances as a lottery ticket. You’ll create autonomy and opportunity for yourself by being prepared to see through your own distribution.”
– The Distribution Playbook introduction