Building a Brand: Forks Over Knives (2012)

The Distribution Bulletin covers new developments in independent film distribution and marketing; you can sign up to receive it at http://www.peterbroderick.com/subscribe/signup/signup.php

THE DISTRIBUTION BULLETIN ISSUE #19

by Peter Broderick, 09/11/12

EXCLUSIVE REPORT: BUILDING A BRAND

FORKS OVER KNIVES has been a remarkable success. After grossing over $700,000 in theatres, the film has sold over 180,000 DVDs, become a New York Times bestselling book, and created a brand, something very few independent documentaries have achieved. Both fiction and documentary filmmakers can learn valuable lessons from the film’s distribution strategy.

The film was the brainchild of Brian Wendel. A committed vegan, he was inspired to create the film after reading THE CHINA STUDY, which makes the case that a plant-based diet can prevent and even reverse disease. Brian recruited John Corry to produce and Lee Fulkerson to write and direct. They raised money from private investors and began working on the film in January 2009. I consulted with Brian and John in 2009 and 2010, and they recently shared with me the inside story of their success.

Test Screenings – As soon as the filmmakers had a rough cut in March 2010, they began test screening it. They showed it to groups of 20 or more and discussed it with them afterwards, made changes, and then screened it for another group. Brian explained that the 20 plus test screenings were invaluable in refining their cut.

Advance Screenings – The filmmakers decided to skip festivals entirely. Instead of trying to connect with a broader festival audience, Brian and his team spent their time, energy, and money targeting their core audiences. When the film was finished, they embarked on an ambitious program of advance screenings. This started with a very successful event in Philadelphia attended by 500 people. Local Whole Foods stores co-sponsored most of the 30 advance screenings across the country, marketing them to their customers.

Theatrical Release - Instead of making either an all-rights or a service deal, the filmmakers hired an experienced booker to handle theatrical distribution. They first rented a theater in Portland, Oregon and showed FORKS OVER KNIVES for a week to demonstrate to exhibitors its theatrical potential. The film made $13,000 the first week; the theater then held it over as a regular booking (rather than a rental) for four more weeks.

The official theatrical release began in May 2011. They made 35 film prints and played in 90 theaters in the U.S. and Canada. The release generated lots of awareness with appearances on Dr. Oz and Bill Maher and strong reviews by such critics as Roger Ebert and John Anderson. Brian was glad they had released the film theatrically but acknowledged that they didn’t break even given the costs of advertising, marketing, and 35 mm prints. If he had it to do over again, he would do a smaller theatrical release, possibly opting for a one night national premiere in hundreds of theaters.

Since its theatrical run, FORKS AND KNIVES has screened semi-theatrically and nontheatrically around the country. Swank has booked nearly 500 screenings.

DVD – FORKS OVER KNIVES has utilized a hybrid strategy to maximize DVD sales and revenues. As theatrical distribution was winding down, DVDs became exclusively available from the film’s website. Fulfilling pre-orders, the filmmakers sold over 6,000 DVDs (including Blu-rays) during the first week. Selling single DVDs, 4 packs and 10 packs, the filmmakers have sold approximately 30,000 DVDs from the website so far.

Retail DVD sales through Virgil Films have also been exceptional. They began a few weeks after direct sales from the website. Amazon and other online and brick-and-mortar merchants have sold over 150,000 DVDs. FORKS OVER KNIVES has been the best-selling documentary on Amazon for most of the past year.

The Mailing List – While the film has been very active on Facebook with over 235,000 likes, the film’s 70,000 person mailing list is “the most important thing on the planet” according to Brian. He sends a substantive newsletter to every subscriber once a week. Every time a newsletter goes out, there is a spike in traffic on the website, increasing sales by 50-60%.

Individuals are encouraged to sign up on the website for the Weekly News, which includes both FORKS OVER KNIVES and third party content. Subscribers are asked for their names, email addresses, and zip codes. I always recommend requesting zip codes so you can reach out to subscribers when you’re coming to their area to put on a screening or a special event.

The Brand – In addition to DVD sales, the film has done well digitally. Over 400,000 people have rated the film on Netflix, which may reflect over 1 million views. It is also available digitally on iTunes, Amazon, Hulu, and elsewhere.

Released when the film was in theaters, the book FORKS OVER KNIVES: THE PLANT-BASED WAY TO HEALTH became a bestseller, staying on TheNew York Times bestseller list for 59 weeks. In addition to its Amazon and bookstore sales, approximately 13,000 copies have been sold directly from the website.

FORKS OVER KNIVES – THE COOKBOOK has just been released and is selling well. In addition to FORKS OVER KNIVES books and DVDs, there are many products available from the website, including other books, shirts, jackets, and gym bags. The average shopping cart purchase on the website is around $40.

FARMS 2 FORKS is another successful extension of the brand. The filmmakers combined forces with THE ENGINE 2 DIET team (their book is featured in the film) to organize weekend immersions in healthy eating and cooking. The first four 2-day events were each attended by 250-450 people at a $550 ticket price. The plan is to do six weekend events in 2013, and also 1-night events in major cities.

Brian and his teammates did not set out to build a brand. They first thought about doing a book when they had almost finished production. They refined their distribution strategy step by step. The results of each stage informed what they did in the next stage. The success of their advance screenings made clear their theatrical potential. Their theatrical release built awareness that fueled book and DVD sales and semi-theatrical and nontheatrical screenings. All of these, combined with the success of the ENGINE 2 DIET, enabled them to launch FARMS 2 FORKS. The filmmakers have steadily penetrated more deeply into their core audiences, while broadening awareness among new audiences. The film, the books, and the weekend retreats have reinforced each other, achieving critical mass with the FORKS OVER KNIVES brand.

 

 

UNPAC – The people’s grassroots PAC

Join up for free and help get the word out on fighting back against corruption, against the lobbyists, against the politicians.

Crossing The American Crises (2011)

Trailer

Grassroots Solutions to American Crises
By BENJAMIN DANGL

When the worst financial crisis since the Great Depression hit the US on September 15, 2008, filmmakers Sílvia Leindecker and Michael Fox began a journey across the country to see how the economy was impacting people’s lives. Their interviews, which span two years and nearly 40 states, draw from farmers, truck drivers, homeless people, workers, immigrants and more. The result is the documentary Crossing the American Crises: From Collapse To Action, a film full of desperation, hope and grassroots solutions.

Leindecker and Fox are the makers of the earlier documentary Beyond Elections: Redefining Democracy in the Americas, and Fox was an editor of the book Venezuela Speaks!: Voices From The Grassroots. Like these earlier works, Crossing the American Crises highlights the voices of people participating in grassroots activism and everyday struggles for a better world.

The first stop of their trip is Detroit, where the camera cuts to empty store fronts and factories. “Detroit is what it is because of industry and the industrial revolution, and capitalism, and so-called democracy and how all those failed. And this is what we have left with it,” Jon Blount of the activist collective Detroit Summer tells Leindecker and Fox. Such bits of hard-won insight from streets, factory floors and living rooms across America are interspersed throughout the film.

The next visit is to the Rosebud Lakota Indian Reservation in South Dakota, where they speak with Alfred Bone Shirt. “We’re seeing that there’s a danglsegment of our society that feel we’re left out, neglected, abused; rights are violated. We’re in a depression down here so bad that people just wanna give up.” His words are underscored by footage of the reservation itself, a place crushed by economic depression.

After stops in Utah, Oakland and Los Angeles, they head out onto Route 66, where, Fox tells the camera they want to “see the direct effects on the local community.” And indeed, that is what they find at nearly every stop in their tour; very real life stories of how the US economy is making life difficult for people from coast to coast and everywhere in between.

In New Orleans, they speak with people in the Lower 9th Ward, a neighborhood that was destroyed by Katrina in 2005. Robert Green and his family lived in this community for 38 years before Katrina hit, and at the time of the shooting of the film they were still living in a FEMA trailer. Green is interviewed with his daughter and wife next to a string of empty lots – places where his neighbors’ homes used to be located before the storm destroyed them.

Fox asks Green what he thinks about the government bailout, the major issue of the day. Green tells him, “It’s ironic that it only took [the government] two weeks to issue a $700 billion check. It took them three years after Katrina and this is what you see.” He pointed to the empty lots, saying the names of the families that used to live there. “So basically every house, every family that’s gone actually was a family that should be here now. And if they would have been given the money in two weeks like the way they did in Congress, the way they did in Wall Street, then every last one of these families would have rebuilt their houses, and this whole Gulf Coast area would have been rebuilt because everybody in the Gulf Coast is basically like the people down here: family first.”