Do You Need a Distributor, Sales Agent, or Aggregator?

Most filmmakers can’t tell the difference between a distributor, a sales agent, and an aggregator, and that’s exactly how bad deals happen.

These roles sound similar, but each one serves a very different purpose in your film’s life cycle.Choosing the wrong one can mean lost revenue, wasted years, or worse, losing your film’s rights entirely.

So let’s break it down clearly.

1. The Distributor

A distributor acquires rights to your film and controls how it’s released — theatrical, streaming, broadcast, or digital.

Think of them as your film’s publisher, they decide when, where, and how your film meets the world.

What they do right:

✔️ May invest in marketing and promotion.

✔️ Can help secure streaming platforms, TV networks, airline deals, or even theatrical runs.

✔️ Sometimes pay a Minimum Guarantee (MG), an upfront fee to secure distribution rights.

What to watch out for:

✖️ Once you sign, they hold ownership for a fixed term, always read the fine print.

✖️ If they don’t allocate a marketing budget, your film could sit quietly in their catalog, unseen and not promoted.

When to choose a distributor:If your film is market-ready, has festival momentum, and you prefer to let professionals handle global rollout and negotiation.

2. The Sales Agent

A sales agent doesn’t own your film, they represent it.They act as a broker between you and buyers, distributors, broadcasters, and streamers around the world.

In essence, they sell your film to multiple partners and take a commission on each deal.

What they do right:

✔️ Pitch your film at major markets like Cannes, Berlinale, and AFM.

✔️ Help close territory-based sales, one deal in France, another in Japan, another in Africa.

✔️ Work on commission, meaning they don’t own your film.

What to watch out for:

✖️ No guaranteed results. Even if you sign, they choose which projects to prioritize.

✖️ Rarely represent unfinished or unpolished films.

When to choose a sales agent:If you want global reach without giving up ownership, and your film already has something, awards, strong trailer, reviews — that helps it stand out in crowded markets.

3. The Aggregator

An aggregator is your direct bridge to streaming platforms like Amazon, Tubi, Apple TV, Google Play, and more.

They don’t sell your film, they deliver it.They handle the technical encoding, delivery, and platform compliance.

What they do right:

✔️ You retain full rights and control.

✔️ No gatekeepers, your film goes live, often within weeks.

✔️ Some charge a flat upload fee, others take a percentage of your earnings.

What to watch out for:

✖️ No marketing. No strategy. They won’t promote your film or help you find an audience.

✖️ If you don’t push your own campaign, no one will watch it.

When to choose an aggregator:If you want total control, are ready to self-promote, and already have an audience or community that will help drive views and revenue.

So, What Do You Really Need?

There’s no one-size-fits-all.The right path depends on where you are in your film’s journey, and what kind of filmmaker you want to be.

Ask yourself:

✔️ Do I want full control or expert support?

✔️ Is my goal revenue, exposure, or awards?

✔️ Am I ready to self-promote, or do I need industry connections to amplify reach?

✔️ Is my film truly market-ready, or do I still need a release strategy?

Once you can answer these honestly, the path becomes clear.

The Biggest Mistake Filmmakers Make

Too many filmmakers sign contracts out of excitement, not strategy. A smooth-talking distributor promises “global exposure.”A sales agent says, “We’ll push your film at AFM.”An aggregator says, “We’ll get you on Amazon in two weeks.”

And months later, the film is live…but no one’s watching. No one’s promoting. And the rights are locked up for years.

The film didn’t fail, the strategy did.

Distribution isn’t about luck or connections; it’s about alignment.Finding partners whose goals match yours.And sometimes, the smartest move isn’t signing a deal — it’s waiting until you truly understand your film’s market value.

Final Thoughts

Distribution doesn’t have to be mysterious. It’s a system. Once you understand how it works, you stop guessing, and start making informed decisions that protect your film and your future.

So before you rush to sign that next deal, remember:clarity is more valuable than exposure.