Ken Ed Burns is trying to break the current theatrical business model. He’s distributing his latest film, Purple Violets, exclusively through iTunes, reports The New York Times. The move comes on the heels of Fox Searchlight’s distribution of Hotel Chevalier for free through iTunes.
While iTunes has been shunned by almost all the major studios it’s become popular with independent film makers. Selling a movie for $9.99 to $14.99 brings their films to an audience they otherwise wouldn’t have access to.
Burns and his partners are hoping the “we were there first” publicity brings even more people to the movie. The quote he gives at the end of this piece, though, echoes something I’ve been saying for a while now.
“I felt there’s got to be a better way to get these films to people who want to see them at their moment of highest awareness.”
Yes, yes, a thousand times yes. As I’ve said before, marketing campaigns reach, say, 100 percent of the potential audience for a film. But then the theatrical distribution only allows 40 percent of the potential audience to see the movie. If you added in digital distribution that goes up to maybe 75 percent. Figure in day-and-date DVD and that hits 95 to 100 percent.
Chris Thilk 
I think that using Itunes as a distribution and download vehicle for indie’s is worth exploring. All independent production companies and producers need to recoup their costs, find the best methods to market and showcase their films, videos or content.
The more options and opportunities available the better, nothing venture nothing gained.
I wish the best for Ken Burns and his film Purple Violets, can this a viable choice leading to the diversity of production and producer networks available to a mass audience to consume and purchase online.
Apologies but after reading the linked article to the New York times, the director is named Edward Burns and not Ken as posted.