The world of independent filmmaking has undergone a major transformation in recent years with the rise of streaming platforms. With traditional distribution models becoming more and more difficult to navigate, many independent filmmakers have turned to streaming as a way to get their films in front of a wider audience. One such film that has made a significant impact through streaming is The Florida Project, released in 2017.
Directed by Sean Baker, The Florida Project tells the story of six-year-old Moonee and her mother Halley, who live in a budget motel just outside of Disney World in Florida. The film explores themes of poverty, childhood innocence, and the harsh realities of living on the margins of society. While the subject matter may not be considered mainstream, the film received critical acclaim and was nominated for numerous awards, including an Oscar nomination for Best Supporting Actor for Willem Dafoe.
But what makes The Florida Project stand out is not just its storytelling or performances, but also its distribution strategy. The film was released through A24, an independent film production and distribution company known for its unique marketing and distribution techniques. Instead of a traditional theatrical release, A24 chose to utilize streaming platforms as a way to reach a wider audience.
The film was initially released in theaters in October 2017, but just one month later, it was also made available for streaming on Amazon Prime Video. This decision to release the film on both platforms simultaneously was a strategic move by A24 to capitalize on the growing consumer trend of streaming films at home rather than going to the theater. This move proved to be successful, as The Florida Project gained widespread recognition and visibility through its availability on streaming platforms.
One of the biggest impacts that streaming had on The Florida Project was its accessibility to a wider audience. Independent films often struggle to find distribution and reach a large number of viewers due to their limited release in select theaters. However, with the availability of streaming platforms, the film was able to reach a global audience, allowing for more people to experience its powerful message and storytelling.
The use of streaming also allowed for The Florida Project to have a longer “theatrical” run than it would have had in traditional theaters. While most independent films have a limited theatrical release of a few weeks or even just a weekend, The Florida Project was available for streaming for months after its initial release. This extended run gave the film more time to gain momentum and word-of-mouth buzz, further increasing its reach and impact.
Moreover, streaming has also allowed for a more targeted marketing approach. With traditional theatrical releases, filmmakers have to rely on general advertising to reach their target audience. However, streaming platforms allow for more specific targeting based on consumer data, making it easier for smaller independent films to reach their intended audience. In the case of The Florida Project, its subject matter and setting made it a perfect fit for streaming platforms like Amazon Prime Video, as it appeals to a demographic that is more likely to consume films at home rather than in theaters.
The success of The Florida Project through streaming has also paved the way for other independent filmmakers to follow suit. It has shown that streaming can be a viable distribution method for independent films, and can even lead to critical acclaim and awards recognition. This has opened up new opportunities for independent filmmakers to have their voices heard and reach a wider audience without the limitations of traditional distribution models.
In conclusion, the impact of streaming on independent filmmaking cannot be ignored, especially in the case of The Florida Project. Through its availability on streaming platforms, the film was able to reach a larger audience, have a longer “theatrical” run, and utilize targeted marketing to its advantage. The success of The Florida Project highlights the potential of streaming to revolutionize the way independent films are distributed and consumed, giving filmmakers more options and opportunities to share their stories with the world.
