Adam Klaff presented this talk as part of the DOCNYC 2014 panel "FOR THE FIRST-TIME FILMMAKER: DISTRIBUTION AND OUTREACH: NAVIGATING THE WATERS."

1. Internet video distribution for everyone
Sell premium video from any website
DOC NYC 2014 - VHX - Adam Klaff 1

2. • Best-in-class streaming HD video player
• Adapts to the viewers connection speed, so playback is never interrupted
• Watch via computer, tablet, or mobile device
• Stream to your TV using AppleTV & Chromecast
• Use the VHX iOS app to watch on the go.
DOC NYC 2014 - VHX - Adam Klaff
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What Customers Get
A world-class watching experience across multiple devices
The best way to watch video

3. The easiest way to buy video
DOC NYC 2014 - VHX - Adam Klaff
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What Customers Get
A seamless purchasing experience
• Works globally
• Frictionless purchasing: No account creation necessary
• Flexible payment methods: Buy with a credit card or Paypal account
• The simplest and most attractive check-out experience
• Customers can be watching their video within seconds

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What Publishers Get
Full control over your direct distribution strategy
Robust traffic & sales stats, complete customer data
• Daily traffic analytics and referrers
• Robust customer behavior data
• Real-time customer information including customer email addresses
• Support for complete Google Analytics integration

5. ✓ Flexible pricing and packaging, including the ability to sell bonus content
✓ Theme editor for free website building and hosting
✓ Pre-Orders
✓ Subtitle support
✓ Secure digital screeners
✓ Crowdfunding digital reward fulfillment
✓ Coupons and discount codes
✓ Worldwide availability and optional geo-blocking
✓ Split payment between partners or affiliates
✓ Social media integration including Twitter cards, YouTube annotations
✓ Constant, high-quality customer support
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What Publishers Get
Full control over your direct distribution strategy
Every single feature you need

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Full control over your direct distribution strategy
Competitive revenue share
• Signing up and using VHX is 100% free
• From sales revenue, VHX takes 10% plus a $0.50 fee per transaction
• It’s easy to split payment between multiple partners or affiliates
• Hassle-free payment, transparent monthly statements
What Publishers Get

7. Embed VHX in any website
What Publishers Get
Full control over your direct distribution strategy
z x
Create a beautiful website storefront for free with our
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Getting started is free and easy
Upload anything
Sell any videos you have the rights to: Features, series,
shorts, educational videos, bonus material. Uploading is
easy with Dropbox, Aspera, or our native uploader. We
offer top-notch publisher support the whole way.
theme engine and customizable themes, or, if you
already have a website you love, embed our
customizable checkout form for seamless integration.
Start selling in minutes
No set-up fees, no subscription or membership costs,
no contract, exclusivities. Just terms of service,
uploading and pricing your assets, and sharing them
with the world. Internet video distribution ready set go.
Package & price however you want
Bundle one or more videos into packages, and name
your price. Include bonus material in other formats,
such as PDFs, mp3s, or images. Sell digital along with
physical merch by adding Shopify.
pqr 8

8. • Complete flexibility
• Complete access to your data
• The ability to be ubiquitous
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Why should you?
Why do you need direct Internet distribution?
Direct Internet Distribution with VHX

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Direct Internet Distribution with VHX
Why should you?

10. Documentary Feature: Stripped
Stripped is selling approximately 30 digital packages on their VHX-powered
website, from individual interviews at $2.99 each to a Deluxe Edition with over
16 hours of content for $49 dollars. Without direct distribution, they had no
option for monetizing bonus content.
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Package Creatively
Feature Documentary: STRIPPED (April, 2014)

11. Unlocking the power of Bonus Content
Stripped used:
• The flexibility to package and price content however they wanted
• The data and tools to reach customers directly
VHX Publishers Deck 11
Package Creatively
Feature Documentary: STRIPPED (April, 2014)

12. 23% of Sales
made up
48%
of Revenue
The $49.99 package was
the top-grossing, even
though it had fewer
sales
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Package Creatively
Feature Documentary: STRIPPED (April, 2014)

13. Documentary Feature: Girl Rising
Girl Rising partnered with Gathr to organize a crowd-sourced national theatrical
tour in conjunction with their release. By the time they were ready to sell from
their website, they had accumulated a list of thousands of supporters who had
participated in Gathr screenings.
!
With VHX, they were able to create a coupon campaign to incentivize word-of-mouth
promotion of the film. To determine the most effective strategy for their
audience, they first created five different types of coupons and corresponding
messaging to test with a segment of their mailing list.
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Market with Agility
Feature Documentary: GIRL RISING (March, 2013)

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Conversions per campaign
A unique coupon code that can be used up to five times
for a three-day period.
14
24
18
12
6
0
Market with Agility
13.2%
20.8%
16.9% 16.4%
23.3%
Click-through rates per campaign
1 2 3 4 5
0% No coupon
No coupon, but a request to forward the email with a link
to the website and a call to purchase.
3.8% Shareable coupons
A general coupon code & request that the recipient share it. No
reference to limited use or expiration date.
0% Use-limited coupons
A unique coupon code that can be used five times for a
50% discount, with no set expiration or time limit.
30.4% Time-limited coupons
A unique coupon code that can be used unlimited
times for three days, then expires.
36.7% Time- and Use-limited
Feature Documentary: GIRL RISING (March, 2013)

15. Be Ubiquitous
Direct Internet distribution is a strategic component in a well-rounded digital strategy
30%
30% of STRIPPED’s gross income
has been from direct web sales
via their VHX-powered website
The remaining 70% were from
other digital outlets including
iTunes where it debuted as #1
in the Documentary section 70%
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29%
71%
first month’s
sales
Percentage of first month’s revenue via
VHX-powered website
Percentage of first month’s revenue via
other outlets, including a nationwide
theatrical tour, Steam, and iTunes where
it was ranked #1 Doc and #14 overall
50%
first month’s
sales
Percentage of first month’s
revenue via VHX-powered
website
Percentage of first month’s
revenue via other outlets,
including theatrical and iTunes
where it is in the top 5
documentaries of all time 50%
STRIPPED
INDIE GAME: THE MOVIE SOUND CITY

16. vhx.tv
contact: adam@vhx.tv
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