A media professional with several years of experience in distribution and production, Laure Parsons is a consultant and filmmaker specializing in new approaches and technologies. Most recently Director of Home Media Sale and Marketing at Zeitgeist Films, she has worked for National Film Board of Canada, New Yorker Films and Tribeca Film Festival. She can be found at xplusxfilms.com and infinicine.com.
In the past, high production and distribution costs have forced artists into a kind of gambling mentality. In order to reach audiences, artists had to rely on production companies and distributors, who in turn had to take a large percentage of revenues to cover the high costs associated with producing a film, making a run of books, or releasing an album.
Because distributors spread their risk across many different works, betting that a few will "make it big", artists too were led to a lottery attitude: your work either won big or not at all. If a work had the fortune to make it big, it could sometimes make money for the artist despite many middlemen taking their pieces — but if it did not, the artist was unlikely to make much money at all.