The Foundations Podcast

I just launched my brand new podcast. You can listen now at anchor.fm/foundations. Soon it should be available on your favorite podcast platforms. I’m kind of stoked about it. I have 7 episodes written so far, with plans for 9 episodes this season. I could add a few more.

Topics include:

Episode 1- Who, Why, and What?
Episode 2: Why we can trust the Bible as the foundation of our worldview
Episode 3- A lot about Lot.
Episode 4- How to develop a biblical worldview
Episode 5- How to study the Bible
Episode 6- Slavery, Polygamy, and Other Bad Things in the Bible 
Episode 7- LGBTQ and The Church

I’m not exactly sure how often episodes will post. Probably once a week. But subscribe and don’t miss an episode.

Possible Podcast

I’m considering producing a podcast.

If you’ve followed my blog for a while, you probably know I am all about helping people develop a biblical worldview. I have taught a few times and done a few Bible studies related to this. So, I was thinking about how to get that information out, and fell into the idea of a podcast.

Podcasting is popular, and there are ways to get them set up for free or very little money. And I was surprised to find there weren’t any easily found podcasts about developing a biblical worldview.

I sat down and lined out a series of episodes. Ive written 4 of them out, and begun gathering content for 3 or 4 others episodes. I may just do a short series, or if I’m inspired and it goes well I may do more. Definitely on a seasonal basis.

To make it easier, I would record several episodes at a time, and then release them every week or few days.

More info to come on this as I consider whether to do it or not.

Advertising in Australia

While Amazon Prime in the US and UK pay royalties about like Youtube (which is minimal), for some reason in Australia they pay $.25 per hour of streaming. That means one viewing of my film pays almost the same a someone renting it for $1.

But I live in the US, so how can I get people to watch Down Under? There is a thriving homeschool community in Australia. So, I gave advertising a shot.

I reset my geo location for Facebook ads to Australia. I targeted people who like homeschooling and speech. And I floated a $5 experimental brand awareness ad.

In 2 days I saw 2,279 impressions with a reach of 1,616. FB says 80 people had ad recall lift. 5 clicks.

Of course, this isn’t a true funnel, and it just the tip of any excursion into that market. I’ve asked Filmhub if I can get a direct link tot he film on Amazon, so I can use it in future ads.

And, since Filmhub reports monthly, I have to wait to see if any of those clicks actually watched the movie. But, if they did it could be an interesting venue.

Frustrated With Film Marketing

Just being real for a minute.

I spent a year and a half making a documentary that people in the target audience like. It’s far from perfect, but it’s been very well received. Here’s a short trailer I cut together highlighting some of the viewer reviews:

It’s the best thing I’ve ever made. So far.

So, I did a TVOD release, made it available for rental and sale. I marketed the film, did the email list thing, did the direct marketing to the target audience thing. I used social media to find audiences.

After the sales dried up, I started down the road of SVOD. Specifically focusing on Amazon Prime.

Now, I’ve written before about how terrible Prime royalty rates are. Basically, when people watch my movie all the way through, Amazon gives me $0.12. Twelve cents…

But, hey, everyone says that SVOD is how people want to view indie films. Even the people I know who took a survey about it said the same thing. People are more likely to watch through an SVOD or AVOD platform. So we just have to get more people to watch it.

And that brings me to the biggest frustration. I have not been able to find a way to advertise the movie to a targeted audience in a way that actually makes money.

I’m not talking about getting rich. I’m talking about making back the money it cost to make the film. Generating profit enough to make another one.

I have identified a great audience through Facebook, with about 370,000 members. Every time I run a brand awareness or traffic campaign I get great results. Sounds awesome, right?

Sure, if you can get people to watch for less than $0.12 a view, it’s great. But I have not been able to spend less than $0.40 per click. That’s just per click, it doesn’t mean people who click actually watch the whole thing. And sometimes it costs more, even up to $3.30 per click, using Facebook’s bid/auction placement.

When I ask experts on social media ads, they don’t have an answer. Most of the time they talk about using email lists, and building audiences. That’s great. Good advice when you’re making a movie.

But for this film, I’ve already plucked that low hanging fruit. I am ready to move to the next phase- where people who don’t know about the movie decide to watch it.

Is there no way to reach these people and see results that actually allows me to break even? No one seems to know one. It’s very frustrating.

For fun, I’m currently running a new test ad campaign. I’m limiting the bid to 6 cents per landing page view, and making the landing page the Amazon video page. I will see if FB can figure out how to serve up the ads. And if it will give any decent results.

Update: FB did not serve the ads. So, back to the drawing board.

The Scary World of SVOD

Prime Video

So, I flipped the switch and my feature length documentary is now available on SVOD. Right now that’s Amazon Prime, but hopefully some other platforms will pick it up.


I worked a year an a half on this movie, and now people can see it for basically free. I think it’s the best thing I’ve ever produced. It’s not perfect. But it ain’t bad either. In the target audience, it has been well received.
But entering SVOD is scary…


Why is it scary?


Money.
Most people don’t think much about his much the indie films they watch cost to make. They don’t care if a studio make their investment back. They don’t think about whether an indie film might make it back. It just doesn’t enter their mind.


But as a filmmaker who both raised and invested his own money, I think about it. A lot. 


In an ideal world, my film would make back enough to fund the next one. in a realistic world, I’d like to break even. That means it as to earn enough revenues to recoup everything it cost of get it out there. That’s where windowing comes in. 


Big movies launch in theaters, then go to digital TVOD for a while, then physical media, then later it hits SVOD. Self distributed movies may have physical copies, but some, like mine, are only available via digital. So there’s a TVOD window and then an SVOD window.


it’s a balancing act to decide when to switch windows. It’s hard to get people spend money to see an indie film. It’s easier to get them to try one on a subscription service. But the royalty difference between TVOD and SVOD shows just how much easier it is.


I thought long and hard about this issue. I don’t know if it will ever make the money it cost to create back. (That stinks) I do know that I found a really good audience to advertise too. But none of them were tipped into spending cash when I ran the “funnel.” And industry people say that SVOD is where the views are, not TVOD. My own unscientific survey also showed that people my spend money on indie film, but would prefer to watch on a subscription service.


So it makes sense to move it here.


But based on the Amazon royalty for my film right now means that it takes 12 Prime views to equal one $1.99 rental. So to make more money, I have to find 12 people interested enough to watch the film for every person I would have found who would have rented it. This audience better be a good one. Preliminary results are good, but I’m also running ads to drive viewers to the site.


It’s easier to make more movies if you have a track record of success and funds from that success to launch you. SVOD has a long tail, but it’s also the last window… (lumping Advertiser supported VOD in)

Comments and odd reviews
SVOD attracts weird reviews and comments.


When a film is in TVOD a viewer has to really want to see it. Unless it’s just terrible, they probably won’t leave an odd review. They were really interested in it, so much so that they paid money to watch it as a rental or purchase.


However, SVOD users don’t have to be interested to try out a film. I have often clicked and tried films i would never pay money for. Just to see. That also means people who are not your target audience, or who are just trolls who have wandered out from under their bridge might watch and comment or review your film.


i know it’s hard to believe the internet could engender such behavior. I actually stopped making tutorial videos on Youtube partially because the comments were so toxic. There were other reasons, but that environment played into it.


Places like Amazon aren’t quite that bad, but you do get your fair share of weirdness. The comedy short “Carjacked” that I wrote and directed got a 1-star review simply because it was a short comedy. I mean, it’s not a secret. What did the viewer expect? Long drama?


Luckily, a few people have reviewed the film on Amazon (3 as of now) and it’s still at 5 stars. I expect that to change. And frankly, even bad reviews help drive the algorithm. 


It’s scary to be in SVOD. I don’t know what will happen. its like releasing the movie all over again. What if people hate it? What if they don’t?
Well, I like it. I’m proud of it, even with its flaws.


If you want to watch on Amazon, check it out here: amzn.to/2mu5msO


If you like it, leave a review. If you don’t, send me a message telling me how much you hate it. 

To Prime or not to Prime: TVOD vs SVOD in Indie Filmmaking

Trying to make back the money it costs to produce an independent film is hard.

People expect entertainment for free. Really, I should say “free” instead. Nothing is free, but it’s not normally something people pay for at the time of consuming the entertainment. They pay a monthly (Netflix, Hulu) or annual (Amazon) fee, but when they sit down to watch a movie or show, there’s no transaction. Youtube is free, social media is free, even TV is free, if you don’t count paying for cable or satellite, or dealing with advertising.

Studios spend millions on overcoming this expectation. It takes a big amount of interest to trigger someone buying a movie instead of just “netflixing” it. And, I have found, it takes a lot of interest to trigger the purchase or rental of an indie documentary.

My film has been in the TVOD window, or Transactional Video On Demand window- meaning people who want to watch it must buy or rent it. I’m considering when to move to the next widow, which is SVOD and AVOD, or Subscription VOD or Advertising Supported VOD. It’s a big decision because the difference in margins is pretty large. In TVOD the split between platform and filmmaker ranges from 50-90%, depending on platform. Amazon Video is 50%. So if you rent a movie for $2, the filmmaker gets $1. Amazon Prime royalties are paid by the amount of time watched. And that royalty varies based on a number of factors Amazon calls an engagement score.

Given its current engagement score on Amazon, my documentary would generate $0.05 per hour of streamed video. (Max possible is $0.10) So, I would be making right at $0.08 per viewing of my entire film. (If someone watches part of it, then the royalty will be adjusted.) That means to make more money from SVOD/Prime than rentals ($1) I would need to have my film viewed 12 times on Prime vs rented one time.

Sounds crazy right? How can anyone expect a movie to be viewed 12 times as much as it is rented just by making it available to Prime subscribers?

Part of my issue is that most of the initial rush of purchases have already happened. People who already know about the movie have already decided to buy or rent it. To generate more rentals or purchases I have to introduce someone to the movie and then get them interested enough to spend money on the transaction. I have to trigger someone to overcome their expectation of free entertainment. Opening the SVOD/AVOD window could bypass that, but will it generate revenue?

So, I did a little survey among my friends. These are people I can easily reach through organic means (not paid) on social media and email. I asked 5 simple questions. There was a definite trend.

I should mention this is far from a perfect or scientific survey. It’s a snapshot of what people I know think about watching independent films. It’s also a bit skewed by the number of filmmakers who are included in the survey, so keep that in mind when reading the results. I will break that down a bit more as the article goes on.

29 total responses.

Survey results with filmmakers included:

29 responses. 3 people had give money toward a crowdfunding campaign for film. 12 had been in or helped make a film. 14 had never been involved with film before.

96.5% use an SVOD service like Netflix, Amazon or Hulu.
75% did not use an AVOD platform, like Crackle or Tubi.

65% said they either had or were willing to spend money an indie film (TVOD)
27% said the either had or were willing to watch an indie film on a “free” streaming platform. (SVOD/AVOD)
92% are open to watching your movie, if they are interested.

75% said they would rather watch an indie film on SVOD/AVOD.

Then I took out all of the filmmakers in the survey, leaving 17 responses.

53% said they either had or were willing to spend money an indie film (TVOD)
41% said the either had or were willing to watch an indie film on a “free” streaming platform. (SVOD/AVOD)
94% of these non-filmmakers are open to watching your movie, if they are interested enough. (That’s up 2% from when looking at the responses with filmmakers included… Weird)

76% said they would rather watch an indie film on SVOD/AVOD.

OK, so what does that mean?

Not a lot of people watch AVOD. Almost everyone has an SVOD service.

A lot of people say they will buy or rent an indie film, if they are interested enough. But in both versions of the survey, basically 3/4 say they would prefer to watch it through SVOD/AVOD. That makes sense, right? I’m already paying for the subscription, it’s easy to just add it and watch.

So while more than half are willing to consider spending money on your movie, it’s always going to be easier to get people to watch in SVOD. And, especially among friends and family, you can capture those TVOD transactions early.

Bottom line: After the initial rush of purchases by your committed fans, open the film up to SVOD. This should trigger the next level of fans, who might watch but are hesitant to pay money to watch.

Facebook Advertising for Filmmakers: Finding the right audience setting

I’ve been trying to crack the code on how to advertise my niche documentary via social media. Specifically, how to earn more money than expended on the ads. I am in the TVOD window, and am trying to generate rentals and purchases to recoup the cost of making the movie.

I recently tried the FB conversion funnel using my small social media following, and it didn’t work well. I used the same funnel with a larger audience for my work, and generated a 20% increase in attendance for an event. So the funnel works, but my audience was too small.

So I decided to run some experimental ads. Not full funnels, but trying audiences groupings to see what worked. My plan was to run a few days of brand awareness and then a few days of video interactions, and see what happens.

I tried 2 sets of audiences. I spent just $10 per ad set, so total buy was $40. Small, experiment.

My content was a specifically targeted video ad for the brand awareness, followed by a generic trailer for the video interaction week.

The first set was a super tiny, very targeted audience. About 1000 or so potential members.

Brand awareness ad had a reach of 429 with a frequency of 1.89, resulting in 809 impressions, and estimated ad recall of 40. 5 people clicked the link to my website.

Facebook can also track how much attention viewers pay during brand awareness campaigns. I saw 21.88% Attention Impressions, meaning 1 out of 5 people paused when scrolling by my ad. So, I’m hitting the right group. But is it big enough?

The next ad set for video interactions with the same, tiny audience saw a reach of 384, with 123 video view, and a frequency of 2.99, which means I had 1147 impressions. 15 people clicked the link to my website. I again had an estimated ad recall of 40 people, or 10.42%.

Seems like a good target, but the frequency of 2.99 for just a $10 buy is worrisome. A larger buy would see a higher frequency. Audience felt a bit small.

For the 2nd ad experiment, I used detailed targeting to select people who liked or interacted with 10 popular homeschooling websites. This provided an audience of about 370,000.

The percentages were about the same. Very similar in ad recall. Frequency was lower because it’s a larger audience pool. But the number of people factored into a much better reach.

For brand awareness as the goal, cost per impressions was half for the larger audience. For video views the cost was 25% of the smaller audience. Same trailer, the small audience played through 123 times, but for the larger audience, it played through 624 times.

Video view reach for the small audience was 384. Reach for the larger one was 1983. Both had the same budget. Both had same ad recall lift of about 10%. But because the audience was larger, the ad recall lift of 10% means 200 people recalled my trailer instead of just 40.

So, what does this mean?

I’ve been struggling to find the right sized audience to target. FB’s funnel is set up thinking you have a good sized audience to funnel people from brand awareness to interaction to sale. But my established FB/IG pages do not have that reach.

So I have been looking for an additional targeting measure. The first audience was too small. But this second one with 370,000 members seems like it is the right size. And every interaction was positive, with organic shares and recommendations to other people.

My next move is to run a special via Vimeo On Demand and shoot for traffic to the Vimeo page. (Since Vimeo isn’t my page cannot track actual conversions so it confuses the ad algorithms to try that).

So I’m spending $10 again but trying for conversions. In this case, leads generated by people clicking through my website to places they can buy or rent the film.

I am trying to find an audience pool large enough and reachable enough to generate sales greater than cost of advertising. I want to reach that awareness tipping point where enough people know about the film that it can organically see sales. We did not achieve that at launch. Frustrating when you know a film is well received by its target audience, but a big part of the target audience isn’t aware of it.

Distribber Bankrupt?

Back when I was first thinking about indie film distribution, I heard about Distribber. It was a well-known aggregator. That is, it was a company that could take an independent film without the power of a full distributor or studio, and ge it placed on outlets like iTunes, Netflix, Hulu, and a bunch of other places.

Distribber’s model was that you would pay them several hundred dollars and they would submit your film. If they didn’t get the movie onto the platform, then you got a partial refund. Later they added a maintenance fee for titles, to help pay for the ongoing work to process payment. Because the outlets would pay Distribber, not you. Then Distribber would get around to paying you.

If you could afford the up front fees, this model sounds great to filmmakers. One time payment, and then all the revenue comes to us.

But apparently the model has flaws. Just from the outside, it seems like you need a constant influx of new films to keep the doors open. You would need that new income. If things slow down or something bad happens, this house of card will topple. But a few years ago, no one was worried.

I opted not to use Distribber because I didn’t have the up front cash, and I didn’t know how long it would take to recoup that outlay of funds. I did a few direct deals with outlets, and decided to go with FilmHub to try to get places i cannot go myself. Currently I’m letting them place the movie with TVOD places in the US, and everywhere around the world. FilmHub has no upfront fees (except $1200 with iTunes…) and takes 20% of any revenue generated.

Fast forward to this week. Rumblings and rumors abound about Distribber. Recent leadership changes and lack of communication are alarming some filmmakers. Alex Ferrari from Indie Film Hustle used to be a big proponent of Distribber. This week he came out and basically said he believed they are bankrupt. He received emails from Distrbber staff advising him to try to place fins using other means. And he sad he personally has thousands of dollars tied up with Distribber. They told him any refunds or payments will be handled through a 3rd party company during their “reorganization” which is often legalese for bankruptcy.

To my knowledge, Distribber has not said anything publicly about this.

Distribber’s website is live, but when you try to submit a film you get a message saying they are no longer accepting any new “orders”.

I don’t know how this will shake out. Any film submitted to a platform through Distribber will still be live and, until Distribber removes those titles, filmmakers are stuck. They cannot resubmit or remove the titles themselves. And they likely won’t get paid. At least not any time soon, if at all.

Business is a risk, and bankruptcy stinks for everyone involved.

My advice, such as it is- make deals directly with platforms and outlets as much as you can. It’s more work, but you limit your exposure. I only use aggregates to reach places i can’t on my own.

If indie filmmaking was easy everyone would do it.

Facebook Ads for Indie Filmmakers: Using Facebook’s Funnel with Larger Audiences

I recently wrote about attempting to use Facebook’s funnel to drive sales of my recent documentary film. And about developing Lookalike Audiences.

My first attempt did not go well. But I think that’s because my initial audience is too small. To find out if this was true, I ran a similar funnel for my church’s Vacation Bible School, to see if this funnel would work with a larger audience.

Here are the basics:

We have over 8400 fans on our FB page, plus over 1100 Instagram followers. I also built lookalike audiences for both FB and IG followers. I have a FB Pixel installed on our website. I was able to track some behaviors specific to this funnel.

My ultimate goal was to get more kids to attend VBS. I was trying to do that by driving people to register online through our event web pages.

The Facebook Funnel is a 3-week plan That builds audience the first week, primes the pump the 2nd week, and moves toward conversions the last week.
I was employing this plan with a $200 total spend.

  • Week 1– Brand awareness. I only used the lookalike audiences within driving distance of our campuses. $30 Budget.

  • Week 2– Video interactions, separate ads by campus. The ads were geo targeted t with 25 miles of the church location. There was significant overlap. $80 Budget

  • Week 3– I mixed this up a bit. One campus I had traffic to our registration page as the only goal. The other I split the goals with traffic and conversions. Conversions I set as a lead- someone clicking to register from our website. $90 budget.
  • Results of the ads:

  • Week 1– I had a reach of almost 4,00 and Fb said we saw an increase of our audience by 260. Frequency was about a 2 (Meaning people saw the ad an average of twice.) In my previous attempt with a smaller audience the frequency got up to 7. That’s far too high.
    During this time we had 23 link clicks.Not bad considering I wasn’t trying to get any link clicks.

  • Week 2– Campus 1 had a reach of almost 1500 reach and a frequency of 1.92. 55 link clicks. Campus 2 had a higher budget and we saw a reach of almost 2500 with a frequency of 3.49 (a little high, but acceptable). 130 link clicks. Both campuses reported higher than normal online registrations.

  • Week 3– Campus 1 running a traffic campaign saw a reach of 1279, 54 link clicks with a frequency of 1.88. Campus 2 was running two campaign. The traffic set saw a reach of 2752, 129 link clicks and a frequency of 2, while the conversion set reached 1528 people, with 38 link clicks, a frequency of 2.41, and 13 people clicked to register. As I said before, there was a significant overlap in the geo targeting. There is a community between our 2 campuses that has people who attend both campuses.
  • Both of our campuses said they saw about a 25% increase in online registration. We had never had so many kids preregistered before.

    Using the Pixel tracking functions, I set up some tracking funnels in analytics. I tracked these across both campus location event pages, regardless of campaign.

  • New Visitors Entering at VBS Event Page
    Number People who had not visited the site since the pixel was installed (several weeks ago) who entered the site at the VBS event page: 144,
    Number who from that page initiated registration: 66 initiated registration.
    Conversion rate of 46%.

  • New Visitors Entering on Any Page
    Number of people who had not visited the site since Pixel was installed who entered at any page: Over 2,100
    Number of that group that initiated check out: 169
    Conversion rate of 8%

    But of course, the real measure of success was how well we hit our goal. Did we see an increase in attendance?

    Attendance of kids and adult workers on the first day of VBS was up 17.5%

    In the end we had 1184 kids and adults. The previous year’s high attendance was 981. We increased by over 200. But that number included adult volunteers. Our promotion could have impacted the number of adults as well as kids, but we don’t do this event for adults.

    I dug a bit deeper and pulled numbers from the previous year to compare kids attendance. In 2018 we had 675 kids in grades 1-6. In 2019 we had 826 kids in grades 1-6. That’s an increase of 22.37% in attendance.

    On one campus we had 110 more online registrations than the previous year. I was pointing people toward online registration. I’m sure some of them were found by other promotion. But it’s hard to argue with these numbers when the major difference this year was the focused advertising on Facebook and Instagram.

    The funnel works. At least if you have a big enough audience to begin with. Now, to adjust it to work with smaller audiences…

  • Facebook Ads for Indie Filmmakers: Lookalike Audiences

    I’m going to do a series of posts about using Facebook ads as a part-time, indie filmmaker. I don’t have a lot of money for advertising. Is it possible to use small ad buys to generate actual sales? I’m going to try to find out.

    So, I ran a couple of Facebook ads for my documentary film. The results were OK. I didn’t spend a lot of money, but reached a good number of people. I specifically targeted these people based on ages and interests that I thought would be good.

    But I wanted to learn how to use the Facebook Pixel that I put on my website. I wanted to run ads directed at conversions, directed at sales. I didn’t know how to make that happen. I was tired of throwing money away on brand awareness ads that didn’t lead to sales.

    A day or so later I got an email from Facebook saying they want to teach me how to do better advertising. So I click. The end result was a couple of 45 minus calls with a real live facebook ad trainer. Facebook does this because they make money from advertising, and hey want people like me to use facebook ads. So teaching me how to reach my goals through spending money on Facebook is in their best interests.

    So the first call was the real eye opener. We chatted a bit and I told the guy what I was hoping to see. Then he laid out their funnel for generating “warm leads” over cold calls and converting them to customers who buy. Prior to this I thought I understood how to place advertising on Facebook. But I was so very wrong.

    Enter the Lookalike Audience.

    Facebooks uses data that people give them voluntarily, to track behaviors and group people together. Then they allow me to access those audiences who look like my current audience.

    For example, I have an instagram page. It has a few followers. When I create a lookalike audience for that group, Facebook looks at my current followers and catalogs various demographics. They look at person 1 and see that this person is a member of these groups, friends with these people, lives in this area, is married, visits these website with Fb pixels attached, and more. Then they go out and find people that match those criteria. So, while my Instagram account doesn’t have a lot of followers, they find hundreds of thousands of potential fans, who have behaviors that look like my current audience.

    Then I can introduce my film to them. I built 3 lookalike audiences. One for my Facebook page, Instagram account and the Facebook Pixel I have installed on my website. The lookalike audiences look for people who look like those who have interacted with my FB and Insta pages in the last year, and with my Pixel in the 6 months.

    The genius of the lookalike audience is that it removes the cold calling aspect of FB marketing. I don’t have to try to guess what interests my audience likes, Facebook knows already. And can advertise to people who are like my existing audience.

    I did a very small lookalike audience ad campaign. Just $10.

    For that $10 I got 6,300 impressions, with a reach of 5,200, and a frequency of 1.22. Facebook estimated that 220 of those people would remember my ad, remember the movie. Remember, these are not cold calls but are people who look like my current audience.

    Next step was to retarget these people, and my audience, with a video interaction ad. For this I initially spent $30. But after a few days, seeing who the ad was reaching, I cut it back to $20 and shortened the run time. At one point my frequency was at a 5, and my per video view rate was almost $0.30 per view. People were seeing the ad too often (it would become annoying.) and the cost was climbing.

    I think it was because my audience is still very small. I was not using the lookalike audience, but people who interacted with my pages (which includes those 220 potential audience members.) It’s still a very small potential audience.

    The final step in the funnel is conversions. I just launched an ad campaign that tracks the use of my pixel, specifically an event that shows people who click to buy the film. (It took me a while to figure out how to do this, but it pretty simple- once you figure it out. Future blog post to come.) In order to get the potential results I wanted I had to use both my existing audiences and a lookalike audience from my instagram account. I’m hoping this will work better than just targeting my existing audience.

    FB estimates that 10-40ish people will convert to buy the film. If I get 10 actual sales, that will more than cover all of the money I’ve spent so far on this experiment. And if that result is scalable… Then I could be on the way to recouping what I spent to make the film.