Fandor launches as Netflix for indie films

The streaming-only site may have face an uphill battle with higher prices and a smaller audience

Independent films can be delightfully surprising with their depth and intelligence, or they can be annoying as hell. Now independent film fans have a new resource at their fingertips for sorting through the mess. Online independent film service Fandor launched Wednesday with a library of over 2,500 licensed videos. Additionally, early Facebook employee Chris Kelly has joined the company's board of directors, while Ted Hope, producer of 21 Grams and American Splendor, among other movies, will be joining the board of advisors.

The service, which currently charges a monthly subscription fee of $10 (first time users can sign up for a free one-month trial, however), has a wide range of films to select from, including old black and white movies, foreign films, festival winners, and more. Users can select films by genre, which breaks down into 23 subcategories, each with one or more subcategories of its own. For example, the comedy genre includes "anarchic comedy," "mockumentary," and more, while drama includes the subcategory "dysfunctional families." Or users can select from popular films, festival favorites, featured films, and recently added films.

Fandor's library is pretty impressive, featuring films dating back to 1895, films from nearly every country in the world, Academy Award nominees and selections from the National Film Registry, and films licensed directly from filmmakers that are only available on Fandor. 

You have to admit, the venture is quite the gamble, as the business is focusing on a pretty select demographic: independent film fans. It doesn't get much more exclusive than that.

But the company is confident that it can succeed--it's poised to capture a $2 billion market, which currently exceeds 35 million U.S. consumers. 

“Indie films represent a multi-billion dollar market, but neither the filmmakers nor the fans who love their work are thriving,” said Ted Hope in a prepared statement. “Fandor connects audience and creators directly, providing tools for each to engage deeply with the other in new ways. Fandor’s model encourages discovery and financially rewards the films consumed most, giving many more filmmakers a chance to thrive.”

With a service that's currently priced above its mainstream contemporary, Netflix (which charges $7.99 for its streaming-only service) and a much smaller audience, it may find itself facing an uphill battle. However, CEO Marissa Harrison points out that the two audiences are not necessarily the same. Indie films may be harder to find than mainstream films, so consumers who are looking for a specific movie that isn't showing at their local theater can turn to Fandor.

“Indpendent film fans seek a level of engagement that most movies don’t deliver,” said Chris Kelly, who brings a unique social dimension to Fandor. “Fans want to be enriched personally or moved by the film – to feel emotion. It’s hard to predict what someone will like based on past viewing habits. These fans depend on personal recommendations for taste making. It’s a natural fit for social.”

Image source: Fandor.com