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Without the pressure of making all his money back in one weekend, he's come up with different strategies like the Q & A I attended, which was simulcast live to other theaters across the country. In "The Red Statement" he posted on his website, he proclaims "the state of film marketing has become ridiculously expensive and exclusionary to the average filmmaker longing simply to tell their story. As storytellers, why not instead use our creative abilities that resulted in a film in the first place to also creatively SELL that film directly to our public. Don't hate the studio; BECOME the studio. Anybody can make a movie; what we aim to prove is anyone can release a movie as well."

Filmmaking has gone through a revolution, but distribution has been one stubborn bull. The Hollywood way is to promote a movie through TV commercials and newspaper ads, building hype for its weekend release. The movie is then released around the country, with the number of screens depending on the expected outcome. Then it is eventually released on DVD and VOD

When an independent filmmaker signs a contract with a distributor, they are ceding control of their movie for at least 15 years, and if the movie doesn't hold up, they must watch it fade away.

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