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The NYU Cinema Research Institute brings together innovators in film and media finance, production, marketing, and distribution to imagine and realize a new future for artist-entrepreneurs. 

Case Study: Distribution as Marketing - LYLE Part I


Case Study: Distribution as Marketing - LYLE Part I

Miranda Sherman

Earlier this year, Stewart Thorndike was approaching financiers to make her first feature film - a female-driven, female-directed horror film - but was told there wasn't an audience who wanted that content. Disappointed but resilient, Stewart and her producer, Alex Scharfman set out to make a movie called LYLE, find an audience, and fund their next one, PUTNEY. Their plan - to use free distribution of one movie to market another - worked. 

We talked to Stewart and Alex, and filmed it for you in two parts. PART 1 is about self- distribution and is available for you now - Enjoy!