Thinking about the release of a film should start before the film is completed. From finding the right partners and allies, to designing the matching visuals, to preparing how you will talk about your film. Not only is there an audience with expectations and reactions, but industry players also need and want something from your story. There might also be considerations to take into account concerning characters or politics. A strategy that stays true to the film and its filmmakers is therefore essential. 

When do you involve distribution partners? What do you actually ‘release’, and how do you work with sensitivities? Director Petra Costa dives into the various stages and moments involved in releasing her work