15 Years Later, I’m Still Thinking Outside the Box Office
But doubling down on theatrical community and other events—community, curation, and new platforms are shaping indie film’s future.
Some of you might’ve seen my guest post on Ted Hope’s Hope For Film Substack last week — it was, uh, not short. So I’ve decided to break it up into sections.
It recently hit me: 2025 marks 15 years since I published Think Outside the Box Office. I wrote that book in response to what felt like the first major collapse of the indie film ecosystem — around 2007, when the old models were starting to break and we all had to get scrappy. I wrote TOTBO as a practical guide for filmmakers to take control over how their films reach audiences — to stop waiting for permission and start building sustainable paths for their work.
Since then, I’ve kept making films, podcasting, teaching, and working with hundred (actually I think thousands by now) of filmmakers trying to decode the shifting landscape of distribution and marketing. When I finally launched this Substack last fall (after much nudging from Ted), I realized: this is the platform to start the living edition of Think Outside the Box Office that I always wanted to create.
I’m using this space to rewrite and reimagine that book for today — for a world where the distribution toolkit has expanded dramatically, but the learning curve has too. Where the platforms are more plentiful but more opaque. Where filmmakers have more power, but less clarity on how to wield it.
But first - a reminder of one aspect of that living edition is the New Platforms Webinar I am hosting this Thursday April 24th at 2pm ET. Free for paid subscribers of this Substack. But open for all at $15.
The Lived Experience
Back in 2010, I was re-categorized film rights (next week’s post) and one of the categories I created a category was what I termed “event/theatrical” — screening a film in front of a live audience – any time – any place – any medium. In fact, in our current moment — where tech companies profit from our isolation, and algorithmic platforms filter the world into bite-sized dopamine snacks — coming together in community to watch films is more urgent than ever.
We’re hungry to be in a room together again. To feel something together. And many of the filmmakers I work with make their work with that in mind — not to be watched solo, passively, on a phone, but to be shared, discussed, debated.
Since TOTBO, a wave of platforms has emerged to support these kinds of experiences. But I’ve found that many filmmakers are still unsure which tools are right for them — or how to piece together a distribution plan that feels right.
Algorithms, Culture & the Fight for Curation
This brings me to Kyle Chayka’s excellent new book, Filterworld: How Algorithms Flattened Culture, which I’ve been thinking about a lot lately (and a longer post about it coming soon). In it, he explores how algorithms have taken over our cultural discovery processes — shaping what we watch, read, and engage with online.
One of the core arguments of Filterworld is the need to return to the lived in person - human experience:
“This book is an attempt to reclaim our experiences from recommendation systems—to revisit the things we like and experience together. . . . Real learning happens off the platform—when we finally take time to put things together ourselves.”
Join Us: “New Platforms, New Potential” – April 24th
On Thursday, 24th April, I’m hosting a live webinar called "New Platforms, New Potential: Meet the CEOs Behind Direct Distribution." I’m bringing together the CEOs of Kinema, Gathr, Eventive, and Jolt, along with Sarah Mosses of Together Films, to explore what makes their platforms different — and how they’re each reimagining the way films reach audiences in a post-algorithm world.
This isn’t a pitch-fest. It’s a deep dive into the tools, services, and strategies each of these platforms offers — directly from the people building them. We’ll be digging into a detailed, side-by-side comparison.
Sarah Mosses Joins as Co-Moderator
I’m excited to share that Sarah Mosses, Founder and CEO of Together Films, will be joining our upcoming webinar. If you are unfamiliar with Sarah - take a look at last week’s post. Like me, she feels the importance of engaging with films with people in community.
New Platform Comparison Grid!
📊 Within a week after the webinar, everyone who signs up for the webinar will receive an extensive comparison grid of features (over 100 different comparison points!!) - to help you determine the best platform to use. This will cover:
Audience data ownership, CRM tools, and analytics dashboards
Ticketing options (over 10 questions on ticketing alone), including variable pricing, discount codes, donation add-ons, and sponsored ticketing
Event pricing structures, including nonprofit discounts, speaker costs
TVOD capabilities and flexibility across virtual and in-person formats
Marketing support, how do these platforms support marketing
Security and DRM, content accessibility, and more
This is likely the most comprehensive comparison of direct distribution platforms you’ll find in one place — and I’ll be walking through all of it with the CEOs in real time.
In addition to the grid all registrants will be able to access the recording of the full webinar, so you can dig into the info at your own pace.
🎟️ Tickets are $15:
Reserve your spot on Eventbrite
Included in the $15 is three months paid subscription free to the 8 Above Substack.
✨ Paid Substack subscribers attend for free — including access to the platform grid, webinar recording, and all future live AMAs and case studies.
Hope to see you there!