FOR IMMEDIATE RELEASE

PUBLICITY CONTACT:

Leslie T. McClure (831) 656-656-0553, Email: Leslie@411videoinfo.com

TIBETAN YOGA OF MOVEMENT

Perfect Rhythm of Life

Two New Yantra Yoga DVDs from Shang Shung Institute

Senior Instructors Fabio Andrico and Laura Evangelisti

Conway, MA – October 15, 2011 – The newly released DVD set “Tibetan Yoga of Movement: Level One” and “Tibetan Yoga of Movement: Level Two” is a 2 volume, 4-disc set that covers a full spectrum of Yantra Yoga. Senior Instructors Fabio Andrico and Laura Evangelisti, together with other Yantra Yoga practitioners, present traditional Yantra Yoga as they learned it from Dzogchen Master Chögyal Namkhai Norbu. Shot on location at the Temple of the Great Liberation in Arcidosso, Italy, this two-part series is meant as an inspiration to begin, renew, continue, and deepen daily yoga practice with qualified teachers. Viewers see Yantra Yoga practitioners gracefully yet powerfully move through this dynamic and unique system of Tibetan Yoga, as they get a taste of its deep and lasting physical, emotional, and spiritual benefits.

Each volume contains two discs: the first features detailed instruction in the movements, while the second is to follow during practice. Level One (Explanation: 86 minutes, Practice: 60 minutes, $24.95 www.yantrayoga.org) includes beginning instruction on the three preliminary series, as well as the First Series of Yantras. Specific attention is placed on the way to begin and end a practice session. Movements covered in Level One include: Vairocana Posture; Warm Ups; The Nine Purification Breathings; Tsigjong: Loosening the Joints; Lungsang: Purifying the Prana; Tsadul: Controlling the Energy Channels; The Five Yantras of the First Series; and Vajra Wave: Overcoming Energy Obstacles. Level Two (Explanation: 77 minutes, Practice: 71 minutes, $24.95 www.yantrayoga.org) is designed for those already proficient at the first level, includes instruction on the remaining four series of Yantras and the Pranayama of Rhythmic Breathing. Movements covered in Level Two include: The Five Yantras of the Second Series; The Five Yantras of the Third Series; The Five Yantras of the Fourth Series;

The Five Yantras of the Fifth Series; Rhythmic Breathing: Pranayama; and Vajra Wave: Overcoming Energy Obstacles.

Yantra Yoga is one of the oldest recorded systems of yoga in the world. Its unique series of positions and movements, combined with conscious breathing, can help coordinate and harmonize one’s vital energy so that the mind can relax and find its authentic balance. Yantra Yoga contains a wide range of movements that can be applied by everyone, and it is a superb method to attain optimal health, relaxation, and balance.

About Fabio Andrico, Narrator: Fabio Andrico has been teaching yoga internationally for over 30 years. He is famous for using great skill, clear precision, and delightful humor to help students deepen their practice and understanding of yoga. Andrico began his career in the mid-seventies, when he studied Sivananda Yoga during a trip to India. In the following years, Andrico was exposed to many different yoga traditions. He ultimately met his teacher, Dzogchen Master Chögyal Namkhai Norbu, and had the rare opportunity to learn the Tibetan tradition of Yantra Yoga directly from this lineage holder. Andrico is both a Hatha Yoga and Yantra Yoga instructor, as well as an authorized trainer of Yantra Yoga teachers. He teaches Yantra Yoga internationally to groups of up to 700 participants in venue on six continents. Fabio Andrico has appeared in yoga DVDs worldwide, including “The Eight Movements of Yantra Yoga” and “Breathe: The Perfect Harmony of Breathing,” and collaborated on the best-selling book, “Yantra Yoga: the Tibetan Yoga of Movement.”

About Laura Evangelisti: Laura met her teacher, Chögyal Namkhai Norbu, in 1980 and has followed the Dzogchen Teachings ever since. In 1994, she was authorized by Chögyal Namkhai Norbu to teach Yantra Yoga and train prospective Yantra Yoga teachers. Laura extensively collaborated on the book Yantra Yoga, the Tibetan Yoga of Movement, with commentary by Chögyal Namkhai Norbu.

For more information or to order the TIBETAN YOGA OF MOVEMENT DVD set, go to www.yantrayoga.org.

Happily Ever Active’s “On the Move Munchkins” NOMINATED FOR BEST Mommy and Me DVD IN

THE 2011 SHEKNOWS PARENTING AWARDS

Fans Can Vote Online For On the Move Munchkins Through October 18, 2011

Los Angeles, Calif. (September 20, 2011) – Jillian Moriarity and Happily Ever Active (www.livehappilyeveractive.com ) announced their nomination today for best Mommy and Me DVD in the 2011 SheKnows Parenting Awards. According to SheKnows, the coveted award recognizes outstanding products in the parenting and pregnancy industry based on functionality, quality and convenience. Winners will be announced October 25, 2011 on SheKnows.com.

“On-the-move-Munchkins” (40 minutes, $14.95) provides yoga, Pilates, sign language and learning fun for all ages. It is family fitness at its best. This workout helps moms to carve and sculpt their body while enjoying and enhancing baby’s motor skills. Between the workout “circuits” viewers learn sign language and dance moves, laugh, and sing songs, as toddlers are introduced to yoga and Pilates. The DVD includes a cool down and a cuddle time that incorporates massage and relaxation techniques. Benefits for moms and dads include: increased energy and toning; sculpting of arms, thighs, rear, and abdominals; spinal and core stability; increased cardio endurance; calorie burn, as well as quality time with the toddler. Benefits for the munchkins include: building strong bones; enhanced motor skills; strength and flexibility; increased self-esteem; stimulating speech; language development; and, help learning names, sounds, numbers, and letters.

SheKnows (www.sheknows.com), a global destination for women with the latest news on parenting, health, entertainment and more, created the award program to recognize products within the parenting industry for excellence. The awards span over 50 comprehensive sub-categories that cover everything from baby gates and diaper bags to pregnancy essentials and eco-toys.

“Just like last year, the 2011 SheKnows Parenting Awards nominees such as Happily Ever Active’s “On the Move Munchkins” consistently set the standard for quality when it comes to products and services used by parents nationwide,” said Kyle Cox, Vice President and General Manager of SheKnows. “It is an incredible achievement to be selected as a finalist from the hundreds of submissions we review and “On the Move Munchkins” has clearly demonstrated they are a leader in the parenting industry.”

As a nominee, “On the Move Munchkins” will also be eligible to win an Editors’ Choice Award, which spotlights one specific brand per category chosen exclusively by the SheKnows Editorial Team. Starting September 18, 2011, readers can access voting by visiting http://www.sheknows.com/parenting/awards/parenting-awards-2011.

[About Jillian Moriarty and Happily Ever Active: Jillian Moriarty MSPT, is the founder and CEO of Happily Ever Active. She is a nationally recognized health and wellness expert with degrees from Notre Dame and Boston University. She has a Master’s Degree in Physical Therapy. She is also a Polestar-certified Pilates instructor and a certified yoga instructor with extensive training in various bodywork techniques. She has experience in neonatal intensive care, outpatient pediatrics, neurology, orthopedics, and sports medicine. Her focus is on holistic treatments for the body, mind and spirit. In addition to being a fitness instructor, Jillian is an author, speaker, wife and mother. Jillian’s first DVD, Mom and Baby Fitness, has sold over 200,000 units. It is still a best-selling DVD exclusively in Target stores nationwide and is endorsed by Parent’s Magazine. Jillian lives in Minnesota with her husband and three boys and dedicates much of her time to charity work for adoption organizations in the hopes that all children will experience the love and support of a family.  www.liveHappilyEverActive.com

About SheKnows.com:

Getting to the heart of what it really means to be a woman, SheKnows (www.sheknows.com) attracts more than 55 million unique visitors (Google Analytics, April 2011). With editors dedicated to providing daily content for women seeking advice, information and a fresh, fun take on life, the site is among the most authoritative and comprehensive sources for women ages 18 to 54. As one of the fastest-growing destinations on the web, SheKnows is recognized among the top 3 properties for women. Recently honored by Forbes as one of the Top 100 Websites for Woman and one of the Top 10 Lifestyle Sites for women, SheKnows also received the 2010 OMMA Award for Web Excellence and has been named the No. 1 site for Family, Parenting and Women’s Interests. For advertisers, sponsorship opportunities and creative integration go well beyond the banner and make marketing messages an uninterrupted part of the user experience. The company is based in Los Angeles with offices in New York, Scottsdale and Chicago. SheKnows is part of AtomicOnline (www.atomiconline.com), Evolve Media Corp.’s publishing unit.

About the SheKnows Parenting Awards:

Each year, the SheKnows Parenting Awards program (formerly the SheKnows Parents’ Choice Awards) seeks out products that have set themselves apart as a leader in the parenting industry. The goal of the awards is to give SheKnows readers all the information they need to make educated decisions in their everyday lives – particularly when it comes to their kids! Nominated products are reviewed by the SheKnows team of editors and hand-picked for quality, functionality, convenience and more. Winners are determined via an organic online voting process open to the public and are announced on the SheKnows website each Fall.

For More Information:

SheKnows

Elise Pagnini

(480) 237-7100 Ext. 4122

Elise.Pagnini@sheknows.com

Evolve Media

Whitney Ashley

Senior Manager of Marketing Communications

(310) 449-1890 Ext. 8250

Whitney.Ashley@evolvemediacorp.com

Happily Ever Active/411 Video Information

Leslie McClure

(831) 656-0553

Leslie@411videoinfo.com

SheKnows boasts a stimulating, well‐rounded online experience enhanced with a vibrant message board community and captivating blogs in addition to free games.

FOR IMMEDIATE RELEASE

PUBLICITY CONTACT:

Leslie T. McClure (831) 656-0553, Email Leslie@411videoinfo.com

REVMOR ADAPTIVE

ESTABLISHES

REVMOR DO MORE FUND & COZEE-ON-THE-GO!

Fund created in conjunction with Ralph’s Riders to help the disabled &

Specialized outerwear garment made especially for wheelchair users…

Los Angeles, CA – September 15, 2011 – The Revmor Adaptive www.revmoradaptive.commission is to make everyday life a little easier and more fulfilling for the disabled. Their motto “Do More, See More, Be More with Revmor” says it all. Revmor Adaptive was started by entrepreneur, Rhonda Sapirstein, and the “Do More Fund” was established jointly between Rhonda & educator and lifestyle coach, Ellen Stohl, after a chance meeting when they both realized that they shared the same vision and passion to make everyday life a little easier and more fulfilling for the disabled. They developed the ‘Revmor Do More’ charity fund in conjunction with Ralph’s Riders (www.ralphsriders.org ) as a means to provide funding for the disabled to help enhance their life experiences, overall to make more dreams come true.  Revmor Adaptive was founded in the hopes of making a profound difference in the lives of those in wheelchairs, including veterans, accident-injured, elderly and/or people of all ages who are medically and/or physically challenged. The Cozee-on-the-Go is the first product developed and brought to market by Revmor Adaptive.

‘Cozee-on-the-Go’ are specialized garments made from colorful, carefree polar fleece and 100% terrycloth material, designed especially for wheelchair users so they can be worn quickly, easily, and comfortably.  The warm, snuggly, Cozee-on-the-Go polar fleece poncho is ideal for the outdoors, traveling, wearing at a football game, a trip to the beach, mountains, or going to the grocery store.  The Cozee-on-the-Go terry bath cape can be easily slipped on when getting out of a shower, bath, therapeutic pool, or the ocean.  Both can be worn while staying home, reading a book, cooking or watching TV. They are easy to wear and luxuriously comfortable. Both garments are longer in the front, drape down below the knee and are cut shorter in the back, very easy to get on, easy to take off, and built for convenient carrying.

Revmor Adaptive has developed a corporate sponsorship program for Cozee-on-the-Go. The sponsorship program makes it easy and surprisingly affordable for businesses and organizations of all sizes to sponsor a Cozee-On-The-Go! with their business logo, thereby providing custom-created garments to many who could otherwise not afford them!  They are perfect for sports organizations, hotels, airlines, schools and more.

To find out more about sponsorship opportunities, call 818-681-0300 orhttp://www.revmoradaptive.com/corporate_sponsorship.html

Revmor Adaptive also sells on a wholesale basis to companies and organizations that want to resell the garments, as opposed to gifting them to members of the disabled community.

Ellen Stohl, who lost her ability to walk in a car accident 28 years ago was determined to live a full and vibrant life, and has been an inspiration to many. As such, she is the perfect spokesperson and face of Revmor Adaptive. Ellen is the very essence of the life that Revmor wants for anyone in a wheelchair: active, vital and ready to take on new adventures and challenges. Together, she and Rhonda Sapirstein designed Cozee-on-the-Go and The Do More Fund to help so many people.

Please note: Both Ellen Stohl and Rhonda Sapirstein are available for interviews and appearances. Please call (831) 656-0553 to schedule.

About Ellen Stohl:

Ellen is one of the first women to broach the subject of sexuality with regard to the disabled. In 1987, she appeared in Playboy Magazine. Ellen moves around in her full and vibrant life, using a manual wheelchair. Advanced education, experience and life story have given Ellen unique insights into the human psyche.  She travels extensively and gives groundbreaking lectures about self-esteem and body image. Her willingness to challenge social norms has broken down many stereotypes and has helped change the way people view themselves and others. She is an acclaimed educator at CSUN, a life coach, a writer, a wife, a mother and an advocate for the disabled. Ellen has appeared on Howard Stern, Geraldo, Larry King Live, Good Morning America and a number of other national and international television shows. Most recently, CBS- TV in Los Angeles did a segment on her which focused on the last 24 years of her life.  She is an active lecturer who has presented in the USA, England, Australia and Brazil. Ellen works to help people discover themselves and their potential, and coaches them to envision an exciting life full of possibilities. Ellen’s clients include The Marriott Corporation, Market Evolution, Manufacturing and Financial Marketing, Ability Magazine, ASTM Committee, Westways, Cal. State Fullerton, Cal. State Northridge, Mount St. Marys University, Mercy Hospital, Achilles Track Club, Wyngs, Santa Barbara International Film Festival, and New Mobility Magazine.

About Rhonda Sapirstein:

Rhonda Sapirstein is an entrepreneur and the founder of Revmor Adaptive Inc. She has spent most of her career in the entertainment industry. Currently the Director of Special Markets for DVA, Inc., a Fortune 5000 company which is a family-owned and operated business specializing in DVD distribution, Rhonda has in-depth experience in finding niche distribution channels for DVD programming. Born and raised in Canada,

Rhonda is a graduate of McGill University in Montreal. After a number of management positions in Los Angeles from 1985 to 1999, Rhonda built her own successful DVD distribution company and now is concentrating her efforts on Revmor Adaptive and building the Revmor Do More Fund.  She is the mother of two daughters.

You’ve just completed the master on your special interest video, educational/training piece, or independent film. Now how do you get your title into the hands of the right audience? Distributing your title can prove to be the most challenging aspect of the entire production process.

The key task is to define a target market and go after it. In other words, define your potential customers, locate them, and convince them to buy. You can do this yourself, or you can work with a distributor.

Jamie Paolinetti, a former professional bike racer and a current producer/director of TV commercials, married passions with The Hard Road, a feature-length documentary following the disappointments, sacrifices, and triumphs of a first-year pro cycling team.

Paolinetti self-distributes the title for $24.99 through his Web site (www.thehardroad.com), primarily to recoup funds for festival fees and advertising efforts. “We needed money,” he says, “and we knew there was this whole subculture of people who would buy the film right away. That was the final determining factor in selling the title online.” Paolinetti hopes eventually to attain theatrical, video, or cable distribution for The Hard Road.

Jamie Paolinetti hired a single designer to create the DVD cover, Web site, and poster for his documentary, The Hard Road. “We wanted to tie them altogether,” says Paolinetti, “so that anytime any publicity got out there, it would all look and feel the same.”

Rick Popko, a former editor at DV, wanted nothing to do with self-distribution when it came to Monsturd, the horror film he made with Dan West (www.4321films.com). “I don’t recommend that anybody self-distribute their own movie,” says Popko. “You’re the one who has to buy ads, work the phones, and pay for dupes. Trying to sell DVDs for $14 just isn’t worth our time and effort.”

Luckily for him, he says, Monsturd secured a three-year contract with Spectrum Films, and the company sold 4,000 copies to Blockbuster. Unluckily for him, Popko says he never received any earnings, and that Spectrum went out of business shortly thereafter. (DV’s attempts to contact Spectrum were unsuccessful.) The title eventually found a home with distributor Elite Entertainment (www.elitedisc.com).

Megan Cunningham, who founded Magnet Media, Inc. (www.magnetmediafilms.com), produces documentaries for film and television, as well as training titles. To market the 16 Digital Media Training Series (DMTS) titles produced so far to professionals working in film, television, print, and Web design, Cunningham employs a network of three dozen distributors and self-distributes. “There was and is no single distributor who could effectively sell the volume of educational products that we wanted to sell to make the series profitable. So we needed to develop a distribution channel, as well as sell directly through our Web site and at industry events.”

Cunningham says keeping a direct rapport with end users is a big reason why the DMTS titles have been well received. “We receive emails throughout the year, and some occasionally uncover areas of a program that need to be better addressed or produced differently. We would never learn that from a distributor.”

Cunningham says both distribution methods are important and offer different values to her company. “Our distributors are extremely wide-reaching and enable the series to grow and profit while providing national and international exposure. They also provide us with a co-marketing venue for partnering with software companies who sell through the same channel. Self-distribution gives us the benefit of having direct feedback and interaction with our audience, which is invaluable.”

Incorporating dual distribution angles presents a few special challenges for how and when Magnet Media decides to self-distribute its titles. “There are specific contractual obligations that we negotiate with each of our distributors, and those contracts vary in complexity depending on the size and mutual commitment that is being made by us and by the distributor,” says Cunningham. “We have certain restrictions on how and where we self-distribute in order to protect our distribution channel. We take these commitments very seriously, as our channel is critical to the success of our business.”

“Don’t just pick up the phone and start cold-calling distributors. A lot of these companies do niche stuff,” says Popko. After completing Monsturd, Popko opened the Distributor Directory (www.hcdonline.com) and cold-called several distributors, which resulted in zero callbacks, multiple hang-ups, and no requests for screeners.

To attract horror and sci-fi fans, as well as some press, Popko rented out San Francisco’s Victoria Theatre for $3500 and premiered the film with a weekend engagement. Three successful screenings earned $2500 and priceless positive press clippings. Popko once again contacted video distributors. This time he targeted those that specialized in horror and sci-fi titles. Nine out of ten of these distributors requested screeners. Two responded with contract offers, and Popko and West signed with Spectrum Films.

With reviews in magazines such as Rue Morgue, Cult Cuts, and Hitch, Monsturd caught the eye of Elite Entertainment, another distributor that specializing in the appropriate genre for Popko’s particular production. “[Elite] has a library with good stuff like Reanimator, Night of the Living Dead, and The Evil Dead,” says Popko. “It’s top-tier cult and classic horror films, and we’re really happy to be in that place right now.”

Paolinetti thinks there is an already established bicycle-riding audience for The Hard Road, even if the mainstream independent film community ignores it. He points out that “37 million people in the United States alone consider themselves cyclists or serious fans and another 30 million say they are, at the very least, interested in bicycle racing.” While he has easily garnered interest within the cycling audience, the theatrical and television distribution world hasn’t been as enthusiastic.

“ESPN and Fox Sports were really interested in financing the film, and I had two presale agreements before I ever shot one frame,” says Paolinetti. When neither of those agreements worked out, Paolinetti again contacted ESPN, this time with a completed film. The results however, were the same. “It’s frustrating when someone like ESPN, who you think this is a natural fit for, doesn’t even watch the film.” There has been interest from other channels, including the Outdoor Life Network (OLN), with which Paolinetti is currently in negotiations.

Magnet Media’s Cunningham says, “Our programs are bought and used by a diverse audienceÑfrom top editors in Hollywood, to independent filmmakers, graphic designers, and creative services departments.” She says the number of digital media creators has “rapidly expanded from an elite group of professionals to virtually anyone who owns a PC or a DVD player.”

Cunningham says that growth is driven by three main trends: “First, the demand for digital media applications is expanding beyond the elite handful of production companies to all companies, schools, and prosumers. Second, digital media software applications are becoming increasingly complex. Third, Web, print, and film/TV technologies are converging, creating a mandate for a more sophisticated workforce.”

“Companies outside the media industry are also adopting digital media,” continues Cunningham. “Software companies such as Microsoft and Yahoo have pioneered the use of streaming digital media for employee communications; it is becoming the de facto standard for training, marketing, and communications.”

Spectrum Films ran a full-page four-color ad in a video trade magazine promoting Monsturd as its sales force worked the phones. The result was the deal landing 4,000 copies in Blockbuster stores nationwide. The problem was that Spectrum closed shop shortly thereafter, and Popko says he never received a dime and didn’t even know the details of the deal with the video store chain. Since Spectrum still owned the rights to his movie, Popko opted to forego all profits from the Blockbuster deal in exchange for re-obtaining the rights to his movie. Spectrum agreed, and the contract was terminated.

Despite earning the pair no profits, the Blockbuster deal with Spectrum still turned out to be worthwhile for Popko and West. “It’s worked to our advantage,” reflects Popko, “because now people have seen it and others are hearing about it, but nobody knows where they can get it. It’s slowly turned our movie into some kind of cult film.”

Word of mouth and subsequent positive reviews in horror-genre magazines prompted Elite Entertainment to bring Monsturd into its library collection. This time around, Popko and West sold their movie rights for three years and agreed to a 70Ð30 profit split (in favor of Elite). If Monsturd grosses $10,000 within the first year, then the distributor has the option to bump the title to a five-year deal. Elite is currently developing cover box designs, with plans to roll Monsturd out in the January 2004 timeframe. In the meantime, Popko and West have started production on RetarDEAD, the sequel to Monsturd.

Paolinetti says, “The first step for The Hard Road was getting exposure through the dozens of cycling Web sites and magazines dedicated to bike riding and racing. We felt like we had that audience.” Paolinetti leveraged all the relationships he had built during his career as a professional bike racer to get coverage. With reviews and articles on over two-dozen sites, interest surrounding The Hard Road was building, “So by the time we were ready to say, ‘Okay you can buy the DVD,’ we had already received thousands of emails requesting a copy.”

To publicize The Hard Road, Paolinetti allows cycling groups, charities, and race and fun-ride promoters to organize big-screen presentations of the film. To cover his music licensing fees, Paolinetti charges the groups a flat rate of $250 to $500, depending on the number of tickets sold. He’s conducted 12 screenings thus far, one of which helped raise $30,000 for challenged athletes.

Partnerships with sites and mail-order catalogs to carry his film further helped spread the word within the cycling industry. “The split for each partner is slightly different depending on how much promotion they do for the film,” explains Paolinetti. “But the wholesale price is about $15 while retail is $24.99 across the board.”

Paolinetti says it’s difficult to assess referral stats since he doesn’t know how people get to his site when they want to purchase the movie. As far as partner sales, however, dailypeoton.com has sold the most copies at about 300. The only ad space actually purchased was on Velonews.com since most deals “included swapping ad space for a cheaper wholesale price.”

“At this point, I have to look hard at whether or not I need more ads,” he says. “I have articles coming out in print magazines like Bicycling, Triathlete, Sports and Fitness, Competitor, and a bunch of others. I think we’ll let the next month or so play out and see what happens.” In the meantime, Ryeka Sport and Video Action Sports are currently in negotiations with Paolinetti to get the movie into bike shops across America, Canada, Europe, Japan, Australia, and New Zealand.

Paolinetti hopes these efforts bring him one step closer to his eventual objective: “The goal is to find a distributor who will get the film a small theatrical run, or get it in the large video rental stores.”

Prices for Magnet Media’s DMTS programs range from $79 to $199. Cunningham promotes the titles at events, targeted Web sites, and works with strategic partners. Her company specifically targets creative professionals and schools that use digital media software.

Working with many distributors opens the door for various partnership opportunities. Cunningham actively initiates marketing plans, usually designed for a specific group of distributors. She also conducts database marketing efforts in conjunction with partners to help drive attendance to events, or embarks on promotions with resellers who will offer discounts on Magnet Media’s training DVDs when customers purchase particular software programs. “We do a number of promotions with distributors,” Cunningham adds. “It is very, very important to establish an even playing field when you work with as many distributors as we do.”

While these types of promotions certainly are time-consuming to manage, Cunningham stresses that they’re an essential part of managing an effective distribution channel. “These marketing efforts are incredibly successful because everyone wins: They help our distributors succeed, they help our software companies succeed, they dramatically improve the experience of the creative person who is using the software, and they enable us to maximize our distribution.”

No matter what the distribution method – a single outside distributor, a group of distributors, or self-distribution – consistent marketing is essential. “This is usually the part where most people lose their energy and motivation,” says Cunningham. “My advice is to prepare for this process ahead of time. Finishing your production is only 50 percent of the job. Today, where producing a DVD or film is almost as easy as recording your own garage-band CD or MP3, it is extremely challenging to try to distinguish your content effectively. It can be done, and there are many examples of independent producers who have succeeded. That’s where things like awards, testimonials, film festivals, and PR really help, as well as promotions and tie-ins to related products.”

Popko’s deal with Spectrum Films and subsequently with Elite Entertainment is structured traditionally, with Elite handling all marketing, sales, dubs, shipping fees, and fulfillment services for the movie title. “They have a graphic design team that does the cover box, a sales force that gets out there working the phones. They fulfill the orders and make the copies and make sure stuff gets sent out. And they make sure you get paid.” According to Popko, “All you have to do is sit at home and wait for the checks.”

Through different connections in the cycling world, Paolinetti was able to get a deal at a Los Angeles dub house to handle duplication. The first run consisted of 2000 DVDs for customers who had pre-ordered the title. Another run of 5000 is currently in the works. Unfortunately, early fulfillment didn’t run smoothly. The fulfillment houses “wanted way too much money because our numbers are not high enough,” he explains. “We have orders coming in ones and twos or tens and twentys, not hundreds or thousands at a time.”

While distributor Spectrum Films didn’t use Popko and West’s own cover art (left) for Monsturd, they did use their copy. The MPAA didn’t approve Spectrum’s first cover design, so the distribution company came up with the version (right) that eventually made it into Blockbuster.

So Paolinetti set up his own warehousing system with local kids stuffing the envelopes and addressing the labels. To process PayPal requests, Paolinetti set up a database so as the orders come in “we get all the mailing information and just print out the labels, stick on some postage, and drop them in the mail.” He has a wholesale relationship with the dozen or so partner sites where he sends them 50 or 100 DVDs on an as needed basis. Each partner handles fulfillment services on their own in exchange for a cut of the profits.

Magnet Media develops and produces all 16 of their DMTS titles in-house, and they also handle duplication and replication on their own, regardless of whether format choice is VHS, CD-ROM, or DVD. “We fulfill all distributor orders from a central fulfillment warehouse, says Cunningham. “How each individual distributor handles fulfillment services varies widely, since some of the companies distributing our products are national retail chains while others are smaller, specialty businesses.” Each Magnet Media distributor is offered a standard distribution pricelist and the company doesn’t make a practice of offering preferred pricing on retail products.

Popko and Paolinetti make the following additional suggestions for dealing with traditional video distributors for special interest, educational/training, and independent film titles.

Megan Cunningham offers her own thoughts for independent producers. “The most important part of producing and distributing is to set realistic goals before you begin, by talking with distributors prior to producing your program or series,” Cunningham stresses. “Most people making films are personally interested in their topic, and passion is great and essential to producing a standout program. However, if you’re trying to run a business and need to earn back what you’ve spent on the production and profit from your efforts, then it’s important to understand some essential business concepts. You can’t be blinded by the fact that your content is simply of personal interest to you.”

Assess the potential size of your audience and how much it will cost to reach that audience. “Are you targeting a professional or consumer audience?” Cunningham asks. “Professionals, libraries, or institutions will expect to pay $69Ð200 for a thorough, well-designed program, but consumers usually only pay $10-25 for a video or DVD.”

“If you’re self-distributing, then events, direct-response campaigns, and ads can be very effective, but they need to be budgeted for ahead of time. It’s also important to set up projections and test your assumptions,” Cunningham explains. “If you’re selling through distributorsÑeven something as simple as Amazon.com, or through a professional educational distributor – they will take a portion of every sale to make up for the marketing that they do. That percentage ranges from 20 to 80 percent.”

Popko and West paid $3500 to rent San Francisco’s Victoria Theatre to screen Monsturd for three nights. They made roughly $2500 in ticket sales and gained enough positive press reviews to garner screener requests from nine distributors.

“They may also expect that you create and fund marketing programs to help them sell your product and distinguish it from the millions of others they carry. This decision will also effect how you approach the content and what level of information you need to communicate.”

Find the right distributors. “In any area of distribution, there are typically three to five companies that dominate the market. The top three may change from year to year, and you can usually find out which these are by doing research. It’s important to speak with licensing and acquisition people at these companies prior to beginning your production. Chances are that they will be able to give insights in terms of your approach to the content or even which medium – DVD, VHS, or CD – will be most effective for your target audience.

Grow your single-program into a series. “Often the initial investment involved in developing original content or setting up distribution is not worth the payback for a single program. That’s why distribution companies exist – to make the process more economical and efficient,” says Cunningham. “But if you’re looking to profit from the investment you put forward in your production, my advice is to conceptualize a series rather than a single one-off program. Inevitably, you will sell more, by virtue of having multiple products, and it’s usually far more cost-effective to do PR or advertising when you have a catalog of programs rather than a single episode.”

“It’s why episodic television has evolved into the system that it is today and why you can buy a whole season’s worth of Friends or Sex and The City on DVD, and why Hollywood creates so many sequels. It’s far more cost-effective to produce multiple programs and market them at a higher price point than to try to market a single film or specialty program.”

Set time and budget aside for distribution. “Distribution is a business that’s inter-related to producing but seems completely separate from it,” explains Cunningham. “It takes just as much work to distribute media as it does to develop and produce it.”

CustomFlix (www.customflix.com) aims to fill the gap between doing everything yourself and handing off to a distributor. “We’ve created what we’d call an independent publishing system for content owners, video producers, and indie filmmakers who do not have traditional distributors,” says VP of Marketing John Geyer. “Our goal is to empower producers to successfully independently distributors. Before they had to do everything themselves or the distribution barrier was just too high, so their video just sat on a shelf.”

The service targets producers who expect to sell between 1 and 1000 units, although Geyer says there are producers with the potential to sell 5000 to 10,000. Like a traditional distributor, CustomFlix handles backend fulfillment, including shipping orders on demand, handling customer service and e-commerce, and mailing out monthly profit checks with complete customer information on who bought your title.

CustomFlix offers several services at different prices. You can send them your DVD for $49.95, or for $59.95 you can get the Publishing Kit, where CustomFlix sends you a blank DVD-R, you burn your title onto it, and return it to them in a prepaid mailer. CustomFlix then sets up and hosts your online store and provide on-demand duplication, packaging, and shipping of your DVD title for one year. They can also offer your title as a VHS tape at no additional charge. Renewal fees cost $9.95 per year thereafter.

You set the price of your title and CustomFlix charges $9.95 per DVD plus 5 percent of the total selling price. “A lot of producers price their specialty content too low to compete with Hollywood, and that’ not really who they’e competing with,”explains Geyer. “hat you’e generally trying to do is find a niche audience that really cares about the subject, and that niche audience generally will pay a little more for that content.”

For the producer lacking the proper tools to burn their own DVD-R master, you can choose the Video Publishing Package plus DVD Transfer option for $99.95 or the Video Publishing Package plus Pro DVD Transfer listed at $199. CustomFlix also offers DVD duplication and replication services if you need 500 or more copies of a title. The company can also provide warehouse and other fulfillment services.

As for marketing and promotion of your title, for an additional 5 percent, the CustomFlix Online Promotion Program makes your title available in their Video Shop, Amazon zShop store, Yahoo! Store, eBay Store, and Froogle, as well as on search engines such as Google, Yahoo, AltaVista and others. Still, Geyer says titles sell better when producers actively promote their titles through efforts such as working with complementary partners and online sites, effective use of PR, getting promo materials to the right event, and search-engine marketing.

The Amazon Advantage Program (www.amazon.com/advantage) provides an alternative distribution and fulfillment channel while still leaving producers all of their rights. A $29.95 annual fee gets your title listed on Amazon.com, Borders.com, Target.com, CDnow.com, and VirginMega.com. Amazon also handles all fulfillment, customer service, and billing duties.

After you submit an online application, Amazon chooses whether to accept or reject your title. If approved, you get an email asking you to send them two to five packaged, sale-ready copies of your title on VHS or DVD for stocking at their distribution center. The Amazon Advantage Program monitors your sales and keeps your inventory in check, automatically requesting more copies from you once it starts to run low. You can monitor your sales status and inventory level through AmazonÕs online Account Maintenance Center.

You suggest a price, but Amazon has the final say in determining the sales price of your title. Amazon keeps 55 percent of the final sales price, so if you sell 15 items at $10 each, youÕll receive a check for $67.50. You must adhere to specific shipping rules and costs when sending your copies to Amazon (or if Amazon needs to ship something back to you). You remain responsible for all duplication and packaging fees incurred in duplicating your DVD or VHS title. But everyone knows Amazon.

411 Video Information (www.411videoinfo.com) isn’t a distributor, but rather handles all marketing and publicity of special-interest videos to various distribution channels, both domestic and international. Founder Leslie T. McClure says the company specializes in “taking specialized programming to niche markets and expanding the niche market to include additional mainstream markets.”

A producer submits a completed title on VHS or DVD to 411 Video Information. McClure says they only accept programs that they feel they can successfully market. “We have developed lists in various specialized fields including health and fitness, children/family/parenting, cooking, music, and documentary.” For fees of $800 to $2000 per month, 411 Video Information prepares press and marketing materials of your title and contacts potential distribution outlets. Says McClure, “We make the contacts, send the screeners, negotiate the deals. The producers ship, bill, and collect money once the orders are placed.”

The typical profit split between a producer and a distributor is 60-40, with typical contracts lasting 5 to 10 years. Distribution contracts may be exclusive or non-exclusive, and McClure says in most non-exclusive contracts the producer pays for the duplication of their titles. Fulfillment services vary too, as some distributors work on a flat fee while others charge for every order shipped or phone call made.

411 Video Information also offers consulting for producers that want to learn the ins and outs of self-distribution. The company can also refer you to duplication companies and fulfillment that they feel offer fair and good services.

FOR IMMEDIATE RELEASE

PUBLICITY CONTACTS:

Leslie T. McClure (831) 656-656-0553, Email: Leslie@411videoinfo.com

Melissa McNeese (845) 758-2121, Email: Melissa-FitPR@verizon.net

DO OR DIE FITNESS MAKES WORKING OUT EASY!

NEW PRODUCTS MODIFY MOVES FOR PROBLEM KNEES, WRISTS AND NECKS.

LOS ANGELES – (April 21, 2011) — Now you can work out safely and in comfort with a new line of fitness tools from Do or Die Fitness. These new products make it easier for people with problem knees, wrists and necks to do moves that were impossible for them before. The Wrist Wedges, Knee Donuts and Neck Circles provide the support, stability and comfort needed for those who have trouble putting weight on their wrists and knees and/or need support for their neck. Conceived by the company’s founders, Karyn Klein and Gretchen Zelek, the line was tested by a team of fitness pros including experts in biomechanics, kinesiology and chiropractics.  They are available at www.dodfitness.com. The Wrist Wedges and Knee Donuts are $19.99 per pair. The Neck Circle is $9.99. A complete set of all three products in a handy tote bag is $44.99. Also available is the Do or Die Fitness Professional Model Wrist Wedge, designed for the elite athlete. Made of Pebble UltrakÔ, the textured surface provides traction and can sustain high volume use.

According to Do or Die Fitness co-founder Karyn Klein, “After years of teaching in the fitness and dance industry, I was struck by the number of people who repeatedly commented about pain while exercising.  The most prevalent areas of complaint were wrists, knees, and neck. It became evident we needed to solve the problem. After many prototypes and research (including consulting biomechanists and kinesiologists from the Los Angeles area) we found the solution. Our products are made for everyone who exercises. Our goal is to make exercise easy.”

All of the Do or Die Fitness products are made in the USA. Their specially designed foam is covered in a waterproof, sweat-proof and bleach-proof coating. The foam is made to a specific density to provide support and cushioning. They are extremely lightweight and easy to take to a class or gym. The products are appropriate for anyone to use at home or in a workout studio. Personal trainers, physical therapists, yoga and Pilates teachers will be able to help their clients further their fitness goals. Gyms offering these products will be able to draw more students in their group fitness classes.

The Wrist Wedge was ergonomically designed to reduce stress and pain during weight bearing exercises like push ups and planks. The entire hand rests on the wedge with the fingers on the downward slope. The angle of the Wrist Wedge reduces the degree of wrist extension; this decreases the pressure on the wrist. The measurements and angle were determined to be biomechanically sound and suitable for people of all ages.

The Knee Donut can prevent, reduce, or eliminate knee pain while in a weight bearing position. It provides structural support for the patella (kneecap.) Unlike other knee cushions, the donut shape prevents the patella from ever touching the floor. Not only are they perfect to help with any exercises done on the knees, they are also great tools for gardening. The Knee Donut is safe for those who have had knee replacement surgery.

The Neck Circle was invented for anyone who feels neck tension during or after exercise. Quite often a person has tension or discomfort in their neck while lying flat on their back. When the head is arched back it puts the neck in extension which can compress the cervical spine. This, over time, can lead to acute or chronic neck pain. Sometimes pain is not felt until hours later. In fact, exercise itself may not have been the cause. Instead, it could be the position of the head during the exercise. The Neck Circle keeps the head in a neutral position creating proper alignment. When placed under the base of the head the height provides cushion and support thus creating a biomechanically optimal position.

About Do or Die Fitness:

Do or Die Fitness is a company of women who teach fitness and dance and love to exercise and educate.

Personal Pilates instructor, Karyn Klein has an extensive background in dance, fitness and kinesiology. She has a masters degree in dance and was formerly Director of Dance at USC. She owns Pilates, Etc., a Pilates/Gyrotonic studio in South Pasadena, CA, and is adjunct faculty at Glendale Community College where she teaches dance, Pilates and injury prevention.   Gretchen Zelek, an avid runner and fitness enthusiast, was a Wall Street trader. A collegiate tennis player, she has continued her love for fitness by excelling in competitive training. She often finishes in the top of her age group in 5K and 10Ks.  With their passion for exercise and business, Gretchen and Karyn successfully merged the two worlds and formed Do or Die Fitness. They are excited to introduce these fitness tools to the exercise world.

###

Get in on the discussion

http://www.facebook.com/topic.php?topic=367&uid=167318189945153

This week’s Videos are Jennifer Galardi’s “Sweating Sexy” and Rainbeau Mars’ “Yoga for Beauty – Dawn”.

Let us know who YOU think should win. We will announce the winner on Monday at the Totalvid Blog!

For details on the contest and where to find the videos click on the link below:

http://www.facebook.com/topic.php?topic=367&uid=167318189945153

http://www.blogtalkradio.com/sharifahhardie/2009/09/11/411-video-information–answers-for-the-independent-producer