Pijama: Bridging the Gap Between Creators and Audiences

Addressing the Independent Film Distribution Crisis

The film industry, particularly the independent sector, faces immense pressure from evolving streaming economics and the decline of traditional theatrical releases. Many deserving films are left without distribution, leading to a significant cultural void. This persistent problem prompted the Larraín brothers to develop a novel solution.

Introducing Pijama: A New Model for Film Consumption

Pijama emerges as a potential game-changer, drawing parallels to platforms like Substack for writers or a modern digital video rental store. This service aims to re-establish a fair balance between cinematic creators and their potential viewers by offering a streamlined, non-subscription-based rental model.

Pablo Larraín's Vision and Background

Pablo Larraín, an acclaimed Chilean director known for Oscar-nominated works such as No, Jackie, and Spencer, is no stranger to the global film circuit. Alongside his brother Juan de Dios Larraín, he co-founded Fabula, a production company responsible for numerous international films and series, including the Oscar-winning A Fantastic Woman. Their deep industry experience informs the foundation of Pijama.

Pijama's Transactional Video-on-Demand Model

Pijama operates as a transactional video-on-demand platform. It eschews subscriptions and exclusivity, offering films for individual rental. Older titles (two years or more) are priced at $3.99, while newer releases can be set between $3.99 and $9.99. Rights holders receive an impressive 80 percent of the revenue, with Pijama retaining 20 percent to cover operational costs.

Empowering Filmmakers with Control and Transparency

For filmmakers, Pijama offers unprecedented control. Creators can directly upload their content, specify available territories, and manage digital marketing campaigns through an integrated dashboard. The platform's non-exclusive policy means rights holders can choose which markets to enter, maintaining flexibility in their distribution strategies.

Accessibility for Audiences: A Curated, Affordable Experience

Audiences benefit from a direct, pay-per-view library of diverse, high-quality cinema accessible across various devices and regions. This model eliminates the need for multiple, costly subscription services, providing a more focused and economical way to consume films.

Responding to a "Cultural Crisis" in Film Access

Pablo Larraín highlights the "enormous problem" of a cultural crisis where many films, despite critical acclaim or festival success, fail to secure distribution. He notes that a significant percentage of films shown at major festivals, such as the Berlinale, often remain unseen by a wider public due to limited buyer interest. Pijama aims to provide an alternative pathway for these films.

Challenging the Narrowing Landscape of Streaming

The Larraín brothers argue that despite the promise of a connected world, the global streaming landscape has, in many ways, restricted access to diverse cinema. They cite the difficulty in finding classic or arthouse films from renowned directors on existing services. Pijama seeks to counteract this by offering a broad, uncurated selection, subject only to basic content moderation.

Pijama's Commitment to Uncurated Content and Community

Pijama's philosophy is rooted in the belief that every film, regardless of its niche, has an audience. The platform will not impose aesthetic gatekeeping but will incorporate rankings and curated sections for festival favorites or retrospectives. This approach aims to foster a vibrant community around diverse cinematic works.

Expanding Reach and Building a Film Catalog

Pijama is actively engaging with sales agents and rights holders globally to expand its catalog. Following successful outreach at Sundance and the Berlinale, the platform anticipates a rapid increase in available titles, with hundreds more expected to join in the coming weeks, forming a robust library for launch.

Featured Films and Funding Autonomy

Several of Pablo Larraín's early acclaimed films, including Tony Manero, No, and Neruda, are already available on Pijama, their rights having reverted to Fabula. The project is currently self-financed by the Larraín brothers, ensuring their independence and vision for the platform.

The Business Realities and Future Outlook

Juan de Dios Larraín, with his background in law and business, manages Fabula's operations across multiple countries. He acknowledges the complexity of building such a platform, particularly the challenge of generating sufficient margin from low-cost rentals and navigating international tax and regulatory requirements. Despite these hurdles, the brothers remain committed to their independent model for the long term, with potential for future scaling and partnerships.

Transparency and Data for Filmmakers

A key differentiator for Pijama is its commitment to full transparency for rights holders. Filmmakers will have access to detailed dashboards providing viewing metrics, completion rates, and audience analytics. This data could evolve into a valuable secondary monetization tool, offering insights previously unavailable through traditional distribution channels.

A Collaborative Approach to Film Access

Pijama is poised for a significant launch, with hundreds of titles expected by early March. The Larraín brothers emphasize that Pijama is not the sole answer but a vital part of a larger movement to improve film accessibility. They welcome similar initiatives, such as Letterboxd's recent rental service, underscoring their dedication to fostering a more open and inclusive cinematic ecosystem, a commitment they plan to uphold with patience and determination.