Four-Walling
Renting a theater directly rather than working with an exhibitor.
Definition
Four-Walling is a distribution strategy where filmmakers rent a movie theater directly for a flat fee rather than using traditional distribution and revenue-sharing arrangements with exhibitors. The filmmaker keeps all box office revenue but assumes all marketing and exhibition costs.
This approach is used by ultra-low-budget films, religious films with built-in audiences, or specialized content with dedicated fan bases. It requires significant upfront capital but can be profitable with effective direct marketing.
Why It Matters
Four-walling gives filmmakers complete control over presentation and marketing while keeping 100% of ticket revenue instead of the typical 50-60% split with exhibitors. It also avoids distributor fees and revenue sharing.
The strategy works best for content with passionate niche audiences who can be reached through direct marketing, social media, and grassroots promotion rather than traditional advertising.
Examples in Practice
Faith-based films often four-wall theaters, promoting screenings directly to church groups and guaranteeing turnout. Documentary filmmakers might rent theaters in cities where their subject has local interest.
Concert films and anime screenings use four-walling to create event experiences, selling advance tickets directly to fans who treat screenings as community gatherings rather than typical movie outings.