Should You Go Exclusive or Non-Exclusive With a Distributor?
The exclusive versus non-exclusive question comes up in almost every distribution conversation I have with producers. Getting it wrong can be costly. Here is what 15 years of working with both models has taught me.
DISTRIBUTION
What Exclusive Actually Means
Going exclusive means the distributor handles all sales for the show in the territories covered by the agreement. Every enquiry, including ones that come directly to the producer, must be referred to them. There is no direct selling. They take a larger percentage than a non-exclusive partner would.
That is a significant amount of control to hand over, and it should only go to a partner who has earned that trust.
What To Check Before Going Exclusive
Ask for a marketing plan. Which events do they attend? Which venues are they actively in contact with? Can they demonstrate genuine knowledge of the worldwide market? A distributor carrying a whole catalogue of titles needs to be actively selling each one, not just holding the rights.
Build the specifics into the contract: number of marketing communications per year, who supplies materials, how the show will be represented at industry events. Even projected minimum number of sales predicted. Physical leave-behinds like postcards have worked well in my experience and are worth including.
Keep Marketing The Show Regardless
Even under an exclusive deal, continuing to promote the show is important. No one will promote your show better than yourself, as the producer. Distributors carry many titles. Your show still needs your push. The difference is that when an enquiry comes in, it gets directed to the distributor rather than handled directly.
Consider Going Exclusive By Region Rather Than Globally
The dome market is global and that is a lot of ground for one agent to cover. Going exclusively with a single distributor across all markets carries real risk.
My own approach is to retain the UK and Europe, where my connections are strongest, and grant regional exclusivity elsewhere. I work with distributors in the US and Canada for those markets and with partners in non-English-speaking markets including Korea, China, Japan and India. That gives the reach of multiple specialist distributors while maintaining control in the markets I know best.
What Non-exclusive Gives You
Going non-exclusive means working with multiple distributors simultaneously while retaining the ability to sell directly to venues. It offers maximum flexibility. The trade-off is that non-exclusive partners may invest less actively in selling a show, knowing they are not the only route to market.
Neither model is the right answer in every situation, over the years I have done both. The decision depends on many factors: the distributor, the markets being targeted and the level of direct involvement that works best.
If you are weighing up distribution agreements for your show and want to talk through the options, get in touch.
© 2026 Ruth Coalson. All rights reserved.