The landscape of film distribution is undergoing a fascinating transformation. While streaming services have dominated the past decade by removing barriers to viewing, independent filmmakers are bringing back the friction, creating unique, tangible experiences that resonate with audiences.
This resurgence of physical media is not just a nostalgic trend; it’s a strategic move that emphasizes the value of presence and the tactile experience of film.
VHS Makes a Comeback
On June 7, South African filmmaker Robert dos Santos released his film This Is How the World Ends exclusively on VHS. The film, which explores the end of humanity through the lens of two siblings, is accompanied by a vinyl soundtrack, creating a cohesive, anti-AI experience.
Dos Santos shot the film in high definition using an ARRI Alexa camera, but chose to release it on VHS to align with the film’s themes. The VHS format, with its inherent image quality degradation and frame crops, serves as a metaphor for the imperfections of humanity that the film explores.
Despite the challenges of distributing physical media, dos Santos has received preorders from around the world. Two pressings have already sold out, and he is working with VHS Haven in the US to manage fulfillment. The success of the VHS release is expected to cover 15-20% of the film’s budget, demonstrating the viability of this approach.
The Power of the Line
At the Portland Art Museum’s Center for an Untold Tomorrow fundraiser, the Criterion Mobile Closet drew hundreds of eager film enthusiasts. The line formed at 5 AM, with people of all ages and backgrounds waiting patiently for the chance to browse and discuss films.
Criterion president Peter Becker spent the day engaging with the line, discussing the importance of cinema and the films being showcased. This event was not just about selling DVDs; it was about creating a community around film appreciation.
The Criterion Mobile Closet is part of a broader strategy to make film experiences accessible and engaging. By bringing the experience to different events and locations, Criterion is reaching a wider audience and fostering a deeper connection with film lovers.
One-Night-Only Screenings
The Tomorrow Theater, a former sex club transformed into a single-screen cinema, hosts one-night-only screenings paired with unique experiences. From book clubs to knitting societies, each event is designed to create a memorable, interactive experience.
Amy Dotson, the director of PAM CUT, has curated these events to be warm, interactive, and engaging. The fundraising portion of the Cinema Unbound event raised over $250,000, demonstrating the power of community and shared passion.
The Tomorrow Theater’s success lies in its authenticity. By focusing on the unique experience of each screening, Dotson has created a space where film lovers can truly appreciate the art of cinema.
The resurgence of physical media in independent film is a testament to the power of tangible experiences. By embracing the imperfections and challenges of physical media, filmmakers are creating unique, memorable experiences that resonate with audiences. This trend is not just a nostalgic throwback; it’s a strategic move that emphasizes the value of presence and the tactile experience of film.
