From Food + Tech Connect: Fueled by food recalls of everything from cantaloupe to ground beef, the public is now calling for more, and more easily accessible, information about the food they…

We don’t often review books on the Disinformation site, partly because we’re publishers ourselves and it might seem as though we have a competitive conflict of interest, but probably more because all our reading time is taken up with submissions, editing, and so forth.

I have to make an exception for a book that arrived in the mail this morning: Jon Reiss’ Think Outside The Box Office: The Ultimate Guide to Film Distribution and Marketing for the Digital Era. It’s no secret that indie film has gone through an amazing period of growth for any number of reasons, not least access to cheap but high quality cameras and computers/editing systems. The way we watch indie film has changed drastically too, from art house cinemas to DVDs that arrive in the mail or from a kiosk in a supermarket, on demand via your cable or satellite TV provider, or online via iTunes, Netflix, Amazon.com or, gasp, Bit Torrent.

When Disinformation entered the home video market in 2003 it was perfect timing (accidental, proving the old maxim, better to be lucky than smart) and we rode the wave of documentary films selling in big numbers on DVD. Now that the retail DVD market is dying we’re finding new ways to bring our films to their intended niche audiences, and that’s exactly what Jon’s book is all about. What worked yesterday is failing today and won’t work at all tomorrow.

The only hesitation I have in recommending this book to every single independent filmmaker today is that armed with the information in this book, a filmmaker is potentially equipped to bypass distributors like Disinformation completely! But, in the spirit of ‘information should be free,’ go to Reiss’ book site