During my interview a while back with a director of small-budget Westerns, he explained to me that if you keep your costs down low enough and, better still, cast a recognizable character actor or country music star — not a superstar, but someone recognizable — to promote in packaging and advertising, you could turn a profit just on DVD and Blu-ray sales. “You do it right,” he said, “and you make your money back from Redbox and big-box stores. You do it wrong — you get ‘Rust.’”
It’s a theory that might seem dated today — more than likely, that director now relies heavily if not exclusively on sales
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