Case Study

How an Independent Filmmaker and HQ Built a Platform That’s Changing Film Distribution

Project objective

Transform a founder’s vision into a platform where independent filmmakers can distribute and monetize their work.

Client background

The film industry has long been dominated by large streaming platforms, leaving independent filmmakers with few options to monetize their work. Filmmakers may pour thousands of dollars and years of work into film festivals and chasing streaming deals, only to realize that even if successful, that they may end up with little control over their revenue or audience engagement.

Show&Tell, founded by documentary filmmaker Keith Ochwat, provides an alternative: A platform that helps filmmakers not only control their own distribution and generate revenue directly, but build relationships with their audiences.

https://www.showandtell.film
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"Chemistry really matters. Communication matters. The reason our collaboration worked so well is that we always had really good communication."

— Keith O., Founder of Show&Tell Films

The Challenge

Keith’s experience as a filmmaker showed him that the traditional distribution models weren’t working. In order to create a new platform to address the issue, the Show&Tell team needed:

  • A flexible, user-friendly product for users without technical backgrounds
  • The ability for users to screen and monetize their films
  • Something scalable, capable of handling thousands of users

Since Keith didn’t have a technical background, he needed a development team he could trust to help him turn this idea into a functional product.

Building an MVP

Keith partnered with HQ in early 2020, just before the pandemic forced the film industry to rethink distribution. The shift to virtual screenings made Show&Tell’s mission even more urgent, and the two teams worked to build a custom platform that would allow filmmakers to monetize their films directly.

Keith points out that when someone initially sets out to create an MVP (minimum viable product), it's often based on assumptions — as more filmmakers have used the product, Show&Tell has continued to evolve based on real-world feedback.

We've now helped filmmakers host thousands of events through the platform, and part of that process is learning better how we can support filmmakers more efficiently.

Show&Tell now allows filmmakers to sell tickets, host screenings, partner with sponsors, sell merchandise, take donations, and connect with audiences—all without relying on traditional distributors.

The Results

Since launching, Show&Tell has proven that independent film distribution can be both profitable and sustainable. Some of the key outcomes include:

  • Individual documentaries have been able to generate hundreds of thousands of dollars
  • Thousands of filmmakers using Show&Tell to distribute their films
  • Sponsorship tools allow filmmakers to partner with other organizations

Now hosting a worldwide community of over 7,500 filmmakers, Keith said his team did not anticipate such a global network of filmmakers wanting to use the platform.

Lessons Learned

One key takeaway was the importance of focusing on core functionality — creating an MVP — before investing in more complex features. Anyone looking to build a successful product must listen to users and be willing to adapt accordingly:

Keith points out that when someone initially sets out to create an MVP (minimum viable product), it's often based on assumptions — as more filmmakers have used the product, Show&Tell has continued to evolve based on real-world feedback

What I would have done differently is more of an MVP approach that allowed us to see what filmmakers really needed, versus what we thought they needed.

HQ’s approach to how projects are built has ensured that Show&Tell’s product can continue to adapt with the needs of their users.

Finding the Right Team

Somebody did give Keith a good recommendation to work with HQ, but the decision to work with us ultimately came down to trust, collaboration, and getting to know our team throughout the process.

Keith's advice for finding a good team to work with is to pay attention to how they interact with you: How was the communication before you hired them? Are they quick to respond? Are they kind? Are they clear?

Keith said he had good communication from the very beginning with HQ, which continued as we worked together.

Whenever we had an issue, I felt very listened to — very cared for — and I think that that made me feel confident in our process together.

Don’t Forget Marketing

The Show&Tell team knows that creating a great product is just one part of the equation, and effective marketing is also crucial. Keith encourages founders to give serious thought to their marketing strategy: What’s the product-market fit? Who are the target customers?

To HQ’s credit, you said, "We can build whatever you want, but you’ve got to figure out a market." And I think that really was an eye-opener.

If you have a big idea but lack the technical knowledge or team to bring it to life, HQ specializes in building scalable, user-friendly platforms — just like we had the opportunity to do with Show&Tell.

Where HQ's expertise mattered

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https://www.showandtell.film
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