The key problem is exhibition. If your film was neither produced, nor acquired by one of the US majors (or Pathe) it will not be on general release. If your film is acquired by one of the 50+ small UK distributors, typically for 'no advance' they will get it on for one to two weeks in one or two of the London independent cinemas with a small amount of advertising. This is so that it's 'one of this weeks new releases' and so it gets reviewed in the nationals. Whether the reviews are good or not doesn't matter; the multiplex bookers won't take it without eveidence of a seven-figure marketing plan. Your distributor has already spent quite a few thousand in order to 'buy reviews'. And they see you, the filmmaker, as owing them for this service, so you might end up seeing some money after it's sold 15,000 DVD's. This is how the 'old model' works.
There are alternatives though. Some by choice have decided to follow the DIY route, others have done so by necessity. The US magazine 'Filmmaker' has covered a number of films not shot in either LA or New York which distributors refused to touch, but which their makers toured round their home state playing to packed audiences and netting far more money that they would ever have made through the old model.
The same thing is being done right now over here with the film "Morris, A Life with Bells On", which despite having a name cast and being likened to both the Full Monty and Billy Elliot, was turned down by all distributors. But it's playing to packed out village halls in the West Country (I just wonder if the producers are charging the local W.I. for the tea stall concession....). Check it out for yourself through Google.
What we really need up here is 'The never-ending North West film festival tour' - it's to take a leaf out of the fringe theatre/bands/stand-up comedy book with the aim of playing in as many non-multiplex/centrally programmed (like the Corner House which is programmed from London by the ICO) venues as possible with attractive bills of fare: North West feature film + some NW shorts + Q&A + a bit of live performance - you name it. And all backed up with DVD sales. All we have to do is learn to be and act like promoters!
And there's a further argument for all of this. Hollywood is switching to 3D. The re-equipping of screens is very expensive and already American interests have benefitted from about £13 million of lottery money spent largely on the multiplexes that they cooked up with the Film Council. But this means that all cinemas which aren't multiplexes (or the Cornerhouse) will only be equipped to screen blockbusters in 2, rather than 3D. They're going to go to the wall. General release film-going is going to become very expensive and only readily avaiable to city and large town-dwellers. Local venues will only survive if they diversify - not just film but music, events etc; and if they put the accent on the local/regional - (combine a screenings of 'Grow Your Own' with farmer's markets...)
A number of us had hoped that North West Vision might put a bit of backing into such a venture, but they couldn't be bothered to reply - after all they're not just stuck in 'old model' ways of thinking, they, along with the Film Council are actually part of the 'old model'.
But we don't need them. Right now I'm working on developing the 'Diary of a Bad Lad' North-West tour, and that this will begin to open up a regular circuit that will benefit 'Looking For Lucky', Baldwin Li's rather good some of arthouse-noir "25gs", "Bar Stewards" when it's completed and so on.
Come to think of it, maybe this is something which should have a thread of its own....