Questions I Wish I Asked Sooner: A Filmmaker’s Guide to Distribution Conversations

May 23

We put this list together — not as a checklist for confrontation, but as a compass for clarity. These are the questions you should consider asking any distributor before you say yes to the deal.

We’ve all been there — learning lessons the hard way, in real time, after the deal is done. You walk away from the meeting, review the terms, and suddenly you’re quarterbacking the conversation from your couch, muttering, “I wish I’d asked…”

We know the feeling. We’ve lived it, advised through it, and heard it from dozens of filmmakers who’ve said the same thing: “I didn’t ask the right questions — and it cost me.”

That’s why we put this list together — not as a checklist for confrontation, but as a compass for clarity. These are the questions you should consider asking any distributor before you say yes to the deal.

Marketing & Publicity

What’s the cap on marketing expenses?
Does the cap include internal team costs or only external vendors?
Will I see a detailed marketing and publicity plan before launch?
May I see a sample plan from a previous campaign?
Will you hire an outside publicist? If so, who decides who that is?
Who will handle social media and content creation?
Can I bring my own recommended agencies or freelancers into the campaign?

Creative Control & Brand

Will I have a say in creative assets like the poster, trailer, title, or synopsis?
How would you describe my film in your own words?
Who do you see as the core audience for this film?
What are your ideas for helping it break through the noise?

Transparency & Communication

How often will I receive sales and performance reports?
How will we receive updates? Will there be regular team calls?
How involved do you expect me to be in the release process?

Experience & Expectations

How many films do you distribute per year?
How much time will your team spend on my film — realistically?
What’s the average time frame before your films begin generating revenue?
How much time do you recommend for marketing and distribution planning before release?
Does your distribution fee include fees from sub-distributors?

Deal Terms & Flexibility

Will you consider shortening the length of the distribution term?
What does success look like for you — and how will we measure it?

These aren’t just negotiation questions. They’re protection questions. They help you walk into the room — or onto the Zoom — with confidence, clarity, and realistic expectations. Not every answer will be what you hope for. But asking these questions early means fewer regrets later.

Erik Lokkesmoe