Testimonial
“In reimagining the potential reach of ‘FAHRENHEIT 11/9,’ we acknowledged the success of securing 1900 screens, yet saw a gap in conservative areas where Michael Moore’s audience existed but was underserved due to perceived financial risks. Theatrical On Demand® emerged as the innovative solution to this challenge. This approach enabled us to democratize access to the film, allowing fans in any location to initiate screenings, thereby bypassing traditional financial and geographical constraints. This strategy proved transformative, blending audience empowerment with distribution efficiency to significantly broaden the film’s accessibility and success, illustrating a groundbreaking shift in connecting films with their intended audiences.”
Fahrenheit 11/9 is a 2018 American documentary by Michael Moore filmmaker about the 2016 United States presidential election and presidency of Donald Trump up to the time of the film's release. The film is a follow-up to Moore's Fahrenheit 9/11 (2004), a documentary about the presidency of George W. Bush. Traveling across the country, Moore interviews American citizens to get a sense of the social, economic and political impact of Trump's Presidential victory. Moore also takes an in-depth look at voting, the Electoral College, the government agenda, the school shooting in Parkland, Fla., and the water crisis in his hometown of Flint, Mich.
The film had its world premiere on September 6, 2018, at the 2018 Toronto International Film Festival, and was released on 1900 screens (the largest Michael Moore film release) in the United States on September 21, 2018, by Briarcliff Entertainment, following the Nationwide People’s Premiere on September 19th, 2018, by GATHR’s Theatrical On Demand®.
The primary hurdle for Fahrenheit 11/9 lay in its unconventional audience demographic. Moore's films, known for their progressive stance, often resonate with audiences in conservative areas. The traditional distribution model posed a significant risk; booking screenings in areas like Lafayette, Arkansas, could result in financial loss if attendance was low. GATHR’s Theatrical On Demand® presented a solution to this predicament. This innovative model allowed for the screening of Fahrenheit 11/9 in diverse locations, ensuring that even the most sophisticated distribution algorithms didn't overlook potential viewers.
GATHR’s strategy was twofold: leverage Michael Moore's robust social media presence for promotion and utilize the Theatrical On Demand® feature to organize screenings. Moore's social media posts served as the primary promotional tool, tapping into his substantial follower base. GATHR set up 376 potential screenings nationwide, using their Theatrical On Demand® system. This approach minimized financial risk by confirming screenings only if a predetermined number of tickets were pre-sold. The platform showcased the number of reservations needed, the remaining time to reach the tipping point, and the status of ticket reservations, creating a transparent and engaging process for potential attendees.
The Nationwide People's Premiere of Fahrenheit 11/9 was a resounding success. Of the 376 planned screenings, 42% were confirmed, averaging $830 per screening, contributing approximately $130,000 to the film's opening weekend - a notable 15% boost. This innovative approach not only amplified the film’s opening impact but also fostered a sense of community among Moore's followers. They experienced the film together, creating a ripple effect of advocacy prior to the broader release. Additionally, the data collected from ticket sales provided Moore with a direct line to his audience, allowing for continued engagement and feedback.
The People's Premiere exemplified how GATHR’s Theatrical On Demand® could eliminate traditional distribution risks while maximizing revenue and audience engagement. This case study demonstrates the potential of democratized, demand-driven film distribution, particularly for indie films seeking to reach diverse and dispersed audiences.
At the heart of Fahrenheit 11/9's distribution success lies GATHR’s Theatrical On Demand® (TOD®), a pioneering approach that reimagines the film distribution landscape. This innovative model blends the power of crowdsourcing with the allure of the cinematic experience, transforming how films reach audiences.
Concept and Functionality
TOD® operates on a simple yet groundbreaking principle: if there is enough audience interest, a screening will occur. This method turns traditional distribution on its head by placing the power of cinema scheduling in the hands of moviegoers. Individuals can request a screening of a film in their local area via the GATHR platform. This request initiates a potential event, but for the screening to be confirmed, a minimum number of tickets must be reserved in advance.
Community-Centric Distribution
What sets TOD® apart is its community-centric approach. It empowers film enthusiasts, local groups, and even filmmakers themselves to bring movies they are passionate about to their local theaters. This model is particularly effective for films with niche, cause-driven, or geographically scattered audiences, as it allows for targeted, demand-driven distribution. Furthermore, TOD® enables a direct connection between filmmakers and their audience. Post-screening, filmmakers can gather valuable data and feedback, facilitating a deeper understanding of their audience demographics and preferences.
