I've watched hundreds of films mailed my way over the years, even a few good ones here and there, but with most of them I have to wonder exactly whom the audience is supposed to be. It's probably not the first thought of most filmmakers, they just have a story to tell and assume it will find an audience if it's good. Maybe. But looking at things in terms of financial success (which is to say it makes at least a few bucks), then the only indie films that probably have a chance to do well are niche and genre titles.

Horror comes to mind first. For a low-budget film guy you'd think I'd be a huge slasher fan, but honestly they've never topped my lists. Don't get me wrong, some psycho chasing barely-dressed girls around has its appeal, but it's not exactly cinematic excellence. It will however have a much better chance of making money than a coming-of-age comedy shot on miniDV. The audience is loyal, and they're always hungry for more. Not to understate the efforts of horror producers out there, but a script doesn't have to be award-winning to be profitable.

At the other pole of the niche market world would be Christian-themed movies. Again we see a well-defined group of movie watchers with dollars to spend and a limited number of options. While the horror titles I've received far outweigh the religious ones, I can tell you that I've seen my share. A film need not be preachy to appeal to this audience, in fact it's probably better if it isn't, but having a message of faith has a big draw - and that can mean more dollars for producers.

In addition to producing material targeted to a specific group, understanding the marketplace for that group is key. This goes beyond storytelling; you need to be a salesperson too. Find trade articles for the genres you shoot in, seek out the marketplace where distributors are looking for new work. They aren't going to come to you so you need to go to them. The web is handy in getting the information you need to shop your wares. Festivals are great for exposure and fun, but they don't usually get you the distribution you seek. If you want your genre film to go the distance, then you'll have to do the legwork.

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Footnote: This blog post was written before Film Rogue offered a distribution method, but I think it is still relevant to those seeking a conventional distribution deal.