We love the way that Children of Invention has been breaking the mold on how films are distributed. They’ve been selling DVD while their film is on the film festival circuit. (We had a recent update on their endeavors with the film.) In one of his Vlogs, director Tze Chun says that about 10% of audience are buying DVDs after seeing the film. The percentage jumps to 20% for Asian American film festivals. (Do these numbers mean that the article by Justin Lin about losing a crap load of money making Asian American films is changing?) Now, Children of Invention is playing with yet another innovative way to distribute their film.

Tze Chun‘s CHILDREN OF INVENTION , one of the most-awarded and best-reviewed festival films of 2009 will be among the five Sundance features to launch YouTube Rentals, the company’s new foray into online video-on-demand rentals. The film, about two young children left to fend for themselves when their mother gets embroiled in an illegal pyramid scheme, will be available for rental exclusively at YouTube during the 2010 Sundance Film Festival, which runs January 22 to 31. Additionally, in the tradition of a post-screening Q&A, Chun will be posting video blogs to answer some of the questions that viewers ask in the “Comments” section.

“We’re very excited to be taking part in this initiative,” said Chun. “YouTube gives us exposure to the largest online video audience in the world, and allows us to engage directly with the community of people interested in our film. CHILDREN OF INVENTION isn’t the type of film YouTube is traditionally known for; it’s a heartfelt family drama that’s built not only to entertain, but also to move the viewer. And at 86 minutes long, it’s probably 85 minutes longer than most videos YouTube users log on to watch. But we’re hoping that the YouTube audience, as well as viewers new to YouTube, will see this as a paradigm shift–we hope that they will come to the site to get immersed in a film for an hour and a half, and have the type of experience that one usually reserves for the theaters.”

Starting with their first festival after Sundance last year, the filmmakers have been utilizing the film’s critical acclaim and press attention to self-distribute DVDs while on the festival circuit. “Our goal has always been a release strategy that embraces the exciting shifts in audience behavior,” Chun said. “And we cannot think of a more perfect partner than the freethinkers at YouTube and Google. After premiering at Sundance last year and playing over 40 festivals, we are happy to come full circle back to Sundance for our online VOD premiere. We hope that this new YouTube platform will bring filmmakers one step closer to reaching their audiences, and let audiences see what truly independent film is capable of!”

Producer Mynette Louie added, “This Sundance-YouTube partnership is totally in line with our hybrid distribution philosophy for this film: capitalize on festival publicity, retain as many rights as possible, and challenge the existing release windows in the hopes of establishing better, more flexible distribution options for indie films.” Louie and Chun were recently named in Ted Hope’s list of “21 Brave Thinkers Of Truly Free Film.”

In yet another example of shifting distribution windows, CHILDREN OF INVENTION will be self-released theatrically in Boston on February 26, and in New York and Los Angeles on March 12. The New York release, facilitated by Variance Films, is a joint, or “DIWO” (“Do It With Others”), release with Dave Boyle’s comedy WHITE ON RICE, another festival darling of 2009.

CHILDREN OF INVENTION is available for rent on YouTube from January 22-31 at http://www.youtube.com/childrenofinvention. For more information about the upcoming theatrical release in Boston, New York, and Los Angeles, or to purchase a DVD.

Tze Chun Q&A Vlogs about Children of invention