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Four-Wall
Renting a theater outright to self-distribute your film theatrically.
Full Definition
Four-walling is a distribution strategy where a filmmaker rents a theater (pays for the "four walls") and keeps all ticket revenue. This approach is used to create theatrical buzz, qualify for awards eligibility, or demonstrate commercial viability before pitching to distributors. Costs vary by market: a week in a small independent theater can cost $2,000–$8,000 in a mid-tier market; significantly more in New York or Los Angeles.