SELLING YOUR FILM is a series of case studies that dive deep into the real numbers and real details of independent film distribution

about the authors

The Film Collaborative (Orly Ravid & Jeffrey Winter)

THE FILM COLLABORATIVE (TFC) is the first non-profit committed to distribution and facilitation of independent film. TFC offers a full range of affordable distribution, educational and marketing advice and advocacy programs to independent filmmakers looking to reach out to traditionally underserved audiences.

Since its launch at Sundance 2010, TFC has become a trusted and sought-after brand in the filmmaking community and has facilitated distribution worldwide. TFC has consulted for uniFRANCE on digital distribution and for Sundance on its Artist Services Initiative. Through our Festival Distribution and Membership programs, TFC has worked with over 450 films, many of which are official selections at festival such as Sundance, Cannes, SXSW, Berlinale, Toronto International Film Festival, New Directors/New Films, Los Angeles Film Festival, AFI FEST and many other top film festivals in Europe and around the globe.

Since the publication of the first volume of this series, Selling Your Film Without Selling Your Soul, TFC has launched several new initiatives, such as a Fiscal Sponsorship program that allows filmmakers to seek grants from a wide range of sources and solicit tax-deductible donations under TFC’s exempt status, and a Direct Digital Distribution program that has placed over 20 films on digital platforms around the world.

TFC has also launched a Hybrid-Theatrical Distribution program that guides filmmakers as they raise release funds through a crowdfunding campaign and handles the resulting DIY theatrical North American run. And, beginning Fall 2014, TFC will be launching an add-on Marketing service that can be used in conjunction with our existing Membership, Festival Distribution, TFC Theatrical and TFC Direct Digital Distribution programs.

Additional initiatives of The Film Collaborative include its suite of online resource tools for filmmakers (distripedia™), the most popular of which is ResourcePlace™.

Though our TFC Sales program, we offer assistance to filmmakers who require help with sales or licensing deals (select films). TFC also offers a flat-fee distribution agreement review service. Lastly, TFC Legal offers flat-fee negotiation / business affairs / legal contract services to filmmakers specifically in connection with distribution agreements.


Orly Ravid, Founder Co-Executive Director
Jeffrey Winter, Co-Executive Director
David Averbach
, Creative Director / Director of TFC Direct Digital Distribution Initiatives
Sheri Candler, Director of Digital Marketing Strategy
Lynnette Gryseels, Fiscal Sponsorship
ene Merker, Festivals Manager
Bryan Glick, Film Analysis / Theatrical
Kathy Susca, Membership Services

For more information about TFC please go to





Sheri Candler

Sheri Candler is a digital marketing strategist who is helping independent filmmakers and film organizations build online identities and connect directly with their audiences. She serves as the Director of Digital Marketing Strategy for The Film Collaborative, a Los Angeles based non-profit film distribution and filmmaker education organization, consulting with filmmakers on the marketing strategies for their films. Her articles on film marketing have appeared in industry publications such as Indiewire, MovieMaker Magazine and Sundance Artists Services and she has spoken at industry events for the American Film Market, Federation of European Film Directors Annual Meeting and the Directors Guild of America. She co-authored the book Selling Your Film Without Selling Your Soul in collaboration with The Film Collaborative and Jon Reiss.

For more information about Sheri Candler go to:





Sheri is also on Google+, add her to your circles.

Jon Reiss

Jon Reiss is an author and media strategist who helps filmmakers and companies navigate the new distribution and marketing landscape. He has worked with and consulted for Paramount Pictures, Screen Australia, Film Independent, Creative Scotland, The South Australian Film Corporation and numerous film schools and festivals to devise ways to educate and help independent filmmakers in the new economic landscape. He has conducted his TOTBO Master Classes over five continents and is the year-round distribution and marketing lab leader at the IFP Filmmaker Labs.

Named one of “10 Digital Directors to Watch” by Daily Variety, Jon Reiss is also critically acclaimed filmmaker whose experience releasing his feature Bomb It with a hybrid strategy was the inspiration for writing Think Outside the Box Office: The Ultimate Guide to Film Distribution and Marketing in the Digital Era (TOTBO), the first step-by-step guide for filmmakers to distribute and market their films. He also co-wrote Selling Your Film Without Selling Your Soul.

He is currently producing The Good Breast, a feature documentary and global transmedia project about breast cancer. His upcoming book concerns new models of artistic entrepreneurship. He also teaches at the Film Directing Program at Cal Arts.

For more information about Jon Reiss go to:





Wendy Bernfeld

A passionate film buff, Wendy Bernfeld is Founder and Managing Director of Rights Stuff. She specializes in Library and Original Content acquisition/distribution, international strategy / deal advice, for traditional media (film, TV, pay TV), digital media (Internet/IPTV, VOD, mobile, OTT/devices), and web/cross-platform/transmedia programming.

Originally from Montreal, Wendy has been in Europe since 1991. After clerking for the Chief Justice of the Supreme Court in Canada and working as an entertainment lawyer, Wendy devoted 15+ years as in-house film buyer/senior executive in Pay TV, VOD, & Distribution (including positions as CEO at Canal+ International Acquisitions, MD at Alliance-Atlantis, and SVP of Acquisitions at Movie Network (Canada)) before founding Rights Stuff in 1999.

Rights Stuff sources, curates and licenses content for international VOD/digital platforms (including hybrid distribution, creative windowing” and alternative funding), and helps producers, distributors, and sales agents who want to sell to, or produce for, these new platforms maximize both their audiences and revenues.

Wendy is also active on various film festival / advisory boards, such as IDFA, Binger Film Institute, Seize the Night Outdoor FilmFest, The Film Collaborative, and others.

For more information about Wendy Bernfeld go to:




key features

  • case studies of a number of narrative features and documentaries
  • spans across genres and demographic appeal
  • provides concrete and helpful examples of what to do and what not to do when it comes to independent film distribution
  • data and careful analysis from multiple points of view
  • something filmmakers and industry professionals seek
  • includes interviews with filmmakers to offer first-hand perspective
  • reveals numbers and real details in a totally transparent manner
  • When Selling Your Film Without Selling Your Soul launched in 2011, it was the first of its kind, and had never been done before

what the industry is saying about the Selling Your Film series…

“As one who has sold his soul many times, where was this book when I needed it?”

— Jonathan Dana, Producer/Producer’s Rep

“Selling Your Film Without Selling Your Soul proves that the dominant challenges of yesterday are now solve-able. Nothing is out of reach. The path to freedom has been found!”

— Ted Hope, Producer

“Essential reading for anyone making films in today’s ever-changing landscape of independent cinema. The authors’ unparalleled access, experience, and generosity of spirit provide invaluable insight and inspiration to all filmmakers seriously trying to communicate their vision to the world.”

— Joana Vincente, Executive Director, IFP

“No doubt film sales activities have changed forever, but in this new frontier, when it’s YOUR film on the line, how do you know what is myth or fact, or distinguish between a concept that actually works and one that just sounds plausible? Research. And that is EXACTLY what this book is: real world case studies. If you are making a film, you need to read this book.”

— Chris Jones, Filmmaker and Author of
Guerilla Film Makers Handbook

“The biggest challenge facing filmmakers contemplating releasing their own films is gaining the knowledge needed to do it. Full of real-world strategies and fact-filled case studies, SELLING YOUR FILM WITHOUT SELLING YOUR SOUL is a must read for filmmakers contemplating entrepreneurship in the name of their art.”

— Scott Macaulay, Filmmaker Magazine

“This book holds the ingredients for making films in the 21st century. And the best part is that the meal won't be complete without your trying out these recipes, participating, adding to this growing body of knowledge so we can all enjoy a cinematic movable feast for the new age of filmmaking.”

— Tiffany Shlain, filmmaker

“This is a book whose timing is perfect and whose advice is essential for new filmmakers and content creators the world over.”

— Jeremy Hanke, Editor-in-Chief, MicroFilmmaker Magazine

“When it comes to film distribution, this book marks the spot where theory and reality intersect to give a true map for the future.”

— Mark Bell, Owner/Publisher,
Film Threat Magazine

“So far I’m up to page 52 and I can assure you that this is absolutely essential reading for independent filmmakers. Indie producers, myself included, are usually quite coy about the financial side of filmmaking…Well, this book bares it all! I am shocked and delighted by the transparency of the filmmakers involved.”


“It’s a gold mine of information from a group of people that have gone out and done what someone like me, a person with a non-mainstream film, wants/needs to do.”

— Jeff Barry Films

“For my buck, a book like SELLING YOUR FILM WITHOUT SELLING YOUR SOUL is worth about a hundred application fees to Sundance and a thousand fees to conference/markets like IFP.”

— Emily Millay Haddad, Filmmaker

© 2018 The Film Collaborative. All rights reserved.