What's Happening?
Chilean director Pablo Larraín, alongside his brother Juan de Dios Larraín, has launched Pijama, a new transactional video-on-demand platform aimed at addressing the challenges faced by independent films in the current distribution landscape. The platform allows filmmakers to upload their films independently, set rental prices, and manage digital marketing campaigns. Pijama offers a pay-per-view model without subscriptions, where rights holders receive 80% of the rental revenue. The initiative is a response to the difficulties many films face in securing distribution deals, leaving them unseen by audiences. The Larraín brothers aim to provide a solution that restores balance between creators and viewers, offering a library of high-quality cinema
accessible across devices and territories.
Why It's Important?
The launch of Pijama is significant as it addresses a critical gap in the film distribution market, particularly for independent films that struggle to find distribution through traditional channels. By providing a platform where filmmakers can directly reach audiences, Pijama empowers creators with more control over their work and potential revenue. This model challenges the dominance of major streaming services, which often limit access to a narrow selection of films. For the film industry, Pijama represents a shift towards more democratized access to cinema, potentially leading to a more diverse range of films being available to global audiences. The platform's success could inspire similar initiatives, fostering a more inclusive and varied film market.
What's Next?
Pijama is set to roll out across platforms with an initial wave of titles launching by March. The Larraín brothers are engaging with sales agents and rights holders to expand the platform's offerings, aiming to include between 100-200 more films in the coming weeks. As the platform grows, it will be crucial to monitor its impact on the film distribution landscape and whether it can sustain its business model. The brothers plan to remain independent for now but may seek investors if scaling requires additional resources. The success of Pijama could influence other filmmakers and distributors to explore similar models, potentially reshaping how films are distributed and consumed.
