On May 20th, 2022, we released our latest feature film Machination via Vimeo On Demand. We knew this would be our release date since early April. We contacted a PR agency, October Coast, to premiere our trailer, spread the news about the release, garner interviews and reviews for the film, and basically help launch Machination. So far, so typical, right?

Not necessarily. The trend these days seems to be to release micro-budget films via a small distributor or a marketplace like FilmHub, wait for platforms like Amazon or Tubi to pick-up the film and randomly begin streaming it, and only then begin promoting the film. The idea is to release “everywhere all at once” so viewers have choices where to watch the film. They can also watch it immediately, instead of waiting for a particular date.

It is the instant gratification release, designed for an audience who have infinite entertainment options, and no patience to wait for your micro-budget film.