Indie Filmmakers Embrace Merch, USB Drives, and Direct Sales

As streaming platforms reshape distribution, independent filmmakers are finding new revenue streams beyond platform payouts.

Published on Feb. 11, 2026

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The economics of independent film are undergoing a shift, as filmmakers look to direct sales, physical media, and merchandise to sustain their work. Vera Drew, director of the critically acclaimed 'The People's Joker,' is at the forefront of this new approach, releasing her film in multiple formats, including a handmade VHS edition and a digital-physical release on a thumb drive. This shift acknowledges the audience's desire for tangible connections to the art they love, and the need for filmmakers to maintain creative control and foster direct relationships with fans. Companies like Video Store.Age (VSA) are helping indie filmmakers capitalize on this trend, producing limited-edition USB drives loaded with films and offering a 50/50 profit split with filmmakers after production costs.

Why it matters

As streaming platforms devalue independent film content, this new approach to distribution and revenue generation allows filmmakers to maintain creative control, build direct relationships with audiences, and potentially generate more meaningful income than traditional streaming deals. The rise of indie film merchandise also reflects a broader desire for tangible connections in an increasingly digital world, and could be a crucial part of the infrastructure that sustains the independent film industry.

The details

Vera Drew, director of 'The People's Joker,' sees her film as a 'living, breathing text' that evolves across multiple formats, including a MUBI stream, a Tubi offering, a 35mm print, a handmade VHS edition, and a digital-physical release on a thumb drive. Merchandise, like zippered wallets resembling VHS tapes, are part of this evolution. Ash Cook, founder of VSA, recognized the gap in the market left by distributors abandoning print rights when streaming took over. VSA produces limited-edition USB drives loaded with indie films, offering a 50/50 profit split with filmmakers after production costs. This low-risk, flexible model allows even modest sales to generate meaningful revenue for filmmakers.

  • Vera Drew's 'The People's Joker' has been released in multiple formats since 2026.
  • VSA launched its indie film distribution model in 2026.

The players

Vera Drew

The director of the critically acclaimed film 'The People's Joker', who is at the forefront of the new approach to independent film distribution and revenue generation.

Ash Cook

The founder of Video Store.Age (VSA), a company that specializes in physical media distribution for indie films, producing limited-edition USB drives loaded with films.

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What they’re saying

“The movie kind of was always like a living, breathing text. It's just always kind of been this thing that's sort of evolving.”

— Vera Drew, Director, 'The People's Joker' (newsdirectory3.com)

“That dream of handing off to a distributor and just them taking it all the way home is kind of obsolete.”

— Ash Cook, Founder, Video Store.Age (VSA) (newsdirectory3.com)

What’s next

VSA plans to continue expanding its distribution model, offering more limited-edition USB drives for indie filmmakers, and Vera Drew is expected to continue releasing new 'versions' of 'The People's Joker' across various platforms and formats.

The takeaway

This shift in the independent film industry highlights the importance of filmmakers maintaining creative control, fostering direct relationships with audiences, and exploring new revenue streams beyond traditional distribution channels. The rise of indie film merchandise and physical media releases suggests a growing demand for tangible connections to the art audiences love, which could be a crucial factor in sustaining the independent film ecosystem.