Festival Runs vs. Online Releases for Short Films
When it comes to launching a short film, filmmakers often grapple with the question: should they focus on a festival run or release their film online? Both strategies have their merits and challenges, and learning from the experiences of seasoned filmmakers can offer valuable guidance. In this article we had the chance to interview Andrew Laurich, who directed the 2015 comedy short film A Reasonable Request, a Vimeo Staff Pick and Short of the Week favorite, and also an official selection by Sundance, SXSW, Raindance and several other international film festivals.
In our conversation, Andrew sheds light on festival runs and online releases with insights drawn from his journey navigating both paths and comparing his experience a decade ago with his recently released new short film, A Bear in the Woods - also a Vimeo Staff Pick. We decided to explore the merits of releasing a film through festival runs versus online platforms with Andrew due to his unique approach of releasing his own films, one that can inspire emerging filmmakers unsure about what path they should follow.
The Case of A Reasonable Request
We sat down with Andrew to understand how his hybrid strategy of releasing his short films both in festivals and online plays out. It all started back in 2015, when Jason Sondhe, who runs Short of the Week, wrote an article titled The Thomas Beale Cipher Experiment based on his film of the same name. In the article, he analyzed the strategy of waiting a year to complete the festival circuit before releasing a film online. Ultimately, he strongly advocated for an online release for several reasons.
First, releasing online is significantly cheaper than submitting to numerous festivals. Second, the primary objective of a short film is typically to gain visibility. Sondhe illustrated this by comparing the costs and outcomes of each approach: his festival run cost approximately $6,000, while an online release incurred no expenses. Additionally, his online release led to approximately 50 people reaching out to him, whereas the festival circuit resulted in only two contacts. His conclusion was not to entirely avoid festivals but rather to avoid overvaluing them.
Inspired by this perspective, Andrew and the co-writer of the short film A Reasonable Request made a deliberate decision to prioritize an online release, particularly since they knew the subject matter had the potential to generate significant attention. Andrew released the film on Father’s Day as part of their strategy, even before submitting it to any festivals - it’s a father and son story, at the end of the day. Their goal was to secure a Vimeo Staff Pick and to generate buzz through online comedy blogs. One of the film’s actors had appeared on Mr. Show with Bob Odenkirk, which had a cult following. They compiled a list of blogs that had previously covered the show and reached out to them. About 10% of these blogs featured the film, and they leveraged those articles to pitch the film to larger platforms.
Over the following months, the film gained traction. It eventually made it to the front page of Reddit, significantly boosting its views. It was also featured on Digg and highlighted by curated short film blogs. The film earned recognition from Short of the Week within its first two months. However, it initially did not receive a Vimeo Staff Pick due to content restrictions. After the film screened at Sundance, a Vimeo representative informed them that their guidelines had been updated, making the film eligible. This change ultimately led to A Reasonable Request being among the first PG-13 or R-rated short films to receive a Staff Pick.
We should keep in mind that this entire strategy takes into consideration the fact that A Reasonable Request is a genre film, a comedy with a twist that appeals to a specific audience. Could this have worked with a more traditional family drama? Perhaps, but it is certainly more effective for comedies, horror films, sci-fi and other genre stories that cater to a loyal group of enthusiasts. At the same time, the twisted nature of its plot makes A Reasonable Request a perfect viral film, being shared and forwarded around the internet with ease.
A Reasonable Request was then accepted into several festivals, rejected by many, but ultimately gained traction, notably being selected for Sundance and South by Southwest. These high-profile festivals led to additional invitations from others that followed the Sundance program, creating a snowball effect. In total, the film screened at 50–80 festivals, though only about 20 of those were from direct submissions. A key insight from this experience is that fewer festivals now enforce strict premiere requirements, though some major ones, like Toronto, still do. Most festivals, including Sundance and South by Southwest, are more flexible, allowing filmmakers to prioritize broader visibility.
A Decade Later: the Hybrid Strategy with A Bear in the Woods
A decade later, for his new short film A Bear in the Woods, Andrew adopted a more strategic online approach, inspired by updated guidance from Short of the Week, which emphasized releasing films on multiple platforms—YouTube, Vimeo, TikTok—while simultaneously submitting to festivals. This strategy maximizes exposure, avoiding the risk of losing momentum during a lengthy festival run. While A Bear in the Woods had a smaller initial impact than A Reasonable Request, it garnered about 60,000–70,000 views within its first month, benefiting from platforms like Vimeo's Staff Picks and Short of the Week. Despite these efforts, it did not secure spots at Sundance or South by Southwest, which is a reminder of the highly competitive nature of top-tier festivals. For instance, Sundance programs only about 20 U.S. scripted shorts out of 11,000 submissions annually.
The programming focus at festivals can also vary significantly from year to year, influenced by cultural or political movements. For example, the year after A Reasonable Request screened, Sundance prioritized female-driven content, aligning with the Me Too movement. Such shifts mean a strong film might succeed one year but miss out the next due to evolving programming priorities. Again, reflecting on the drawbacks of prioritizing a festival run over online distribution, Andrew noted that while festivals offer prestige, immediate online exposure can generate more timely opportunities for filmmakers - especially when it comes to genre films. A Bear in the Woods is a horror comedy, and while it has a similar sense of humour compared to Andrew’s first short, it lacks the viral factor that made A Reasonable Request so successful online a decade earlier.
The Festival Route vs Online Release - A Conclusion
Film festivals have long been regarded as gateways to industry recognition. For Andrew, the premiere of A Reasonable Request at Sundance opened significant doors. The film not only gained exposure but also led to meetings with major studios, production companies, and talent representatives. Such outcomes underscore the potential of high-profile festivals to "move the needle" for a filmmaker’s career.
However, the festival circuit isn’t without its challenges:
Cost: Submitting to festivals can be expensive. Laurich highlights how festival runs can cost thousands of dollars without guaranteed returns.
Selectivity: With programs like Sundance receiving thousands of submissions for a limited number of slots, the competition is intense.
Premiere Requirements: Some festivals demand exclusivity, limiting where a film can debut.
Despite these hurdles, Laurich’s experience also demonstrated a snowball effect. Once A Reasonable Request played Sundance, other festivals began programming it without submission. The film ultimately screened at 50–80 festivals, even though Laurich had only submitted to about 20.
In contrast, releasing a film online offers immediate access to a global audience. Laurich’s strategic online launch of A Reasonable Request began with a Vimeo release on Father’s Day, leveraging its provocative theme to generate buzz. Through targeted outreach to blogs and online platforms, the film garnered widespread attention. This success story highlights the key advantages of an online release:
Cost Efficiency: Unlike festival submissions, online releases require minimal financial investment.
Broader Reach: Platforms like Vimeo, YouTube, and Short of the Week ensure that the film is accessible to anyone with an internet connection.
Industry Connections: Laurich received outreach from industry professionals directly through the film’s online presence.
However, the online route isn’t without its own set of challenges. "The fear obstacle is the big one," Laurich admits. Releasing a film online exposes it to public scrutiny, making it a daunting prospect for many filmmakers. Ultimately, Laurich’s approach blended both strategies. By launching the film online before pursuing a festival run, he maximized its exposure and created momentum. His advice to emerging filmmakers emphasizes practicality:
Don’t Be Precious: Accept that there is a massive amount of anxiety with doing an online release, but don’t be overly protective of the film - you want your film to be seen!
Keep It Short: Films under 10 minutes with a clear central dilemma tend to perform better.
Leverage Both Channels: Simultaneously submit to festivals and share the film online to optimize its reach.
Laurich’s experience also underscores the evolving nature of the industry. With fewer festivals requiring premiere exclusivity and platforms like TikTok emerging as viable avenues for short films, filmmakers have more options than ever before. As Laurich observes, "Everywhere All at Once" is the new mantra: release your film on multiple platforms to maximize its viewership and impact.
For filmmakers weighing their options, the decision to focus on festivals, online platforms, or a mix of both should align with their goals. Whether aiming for industry connections or audience engagement, understanding the strengths and limitations of each strategy can help filmmakers chart a successful path for their projects - mainly when it comes to genre film and viral worthy stories. The most important lesson is to use the best strategy that will get your film seen!