Jeff Deverett: A Filmmaker Bridging Art and Business in Independent Cinema

With over three decades of experience spanning distribution, production, and education, this seasoned filmmaker brings a uniquely business-savvy perspective to the often creatively-focused world of independent cinema. His journey didn’t begin in film school but rather through business and law degrees, providing him with a fundamental understanding of contracts and intellectual property that would prove invaluable in his filmmaking career.

Before stepping behind the camera, he spent 25 years in distribution, working for major public media companies in Canada where he gained crucial insider knowledge of “where the bodies are buried” in film distribution. A defining moment in his distribution career came when he acquired the children’s phenomenon “Barney the purple dinosaur” for the Canadian market before it had achieved mainstream success, resulting in a highly profitable venture for his company.

In 2004, he made the bold transition from distribution to filmmaking, driven by a deeply personal “pet project” based on stories his grandfather told. “My Brother’s Keeper” became his first feature film, launching a new chapter in his career. Despite what some considered a risky move given his established distribution business, pursuing his filmmaking dream took precedence.

Specializing in family films, particularly inspirational sports dramas based on true stories, he has produced nine feature films. His strategic approach combines artistic vision with market awareness, deliberately choosing genres with clear target audiences. This approach has yielded significant success, with three of his films—”Full Out,” “Kiss and Cry,” and “Full Out 2: You Got This!”—being acquired by Netflix worldwide.

His experience with Netflix offers valuable insights for independent filmmakers. Initially required to deliver through established distribution companies despite owning his own, he eventually convinced Netflix to work with him directly. He learned to refine his pitches to a concise three minutes, highlighting the importance of brevity in an industry inundated with content.

Beyond his filmmaking endeavors, he shares his knowledge as a professor in the film department at San Diego State University, focusing on the business elements of filmmaking that many creative individuals overlook: finance, distribution, marketing, budgeting, and scheduling. He also serves as a consultant for numerous independent filmmakers globally, helping them navigate funding challenges and distribution complexities.

Recognizing the grim statistics—only 1% of indie films recoup their investments—he founded the Indie Film Community to create a support network where filmmakers can access resources, educational materials, and collaborative opportunities that might otherwise be prohibitively expensive or difficult to obtain individually.

His brand is “one word: honesty,” offering a refreshingly realistic assessment of the current state of independent cinema. He advocates strongly for filmmakers to prioritize three key elements: making a good, entertaining film; securing proper distribution; and implementing effective marketing. With these elements in place, he believes filmmakers can increase their chances of success from 1% to nearly 50%.

As he continues to navigate the evolving landscape of film distribution, he remains committed to empowering independent filmmakers through education, collaboration, and a business-oriented approach that balances creative passion with commercial viability.