Independent filmmakers have never had an easy time. Working on the fringes of the film industry, they have to scramble for equipment, funding, talent and distribution to garner even the smallest audiences. Yet it’s that same independence and passionate spirit which brought together Icreon Tech, a global IT consulting firm, and SnagFilms, a distributor of such movies, to collaborate on a free app to bring independent films and documentaries to a wider audience outside of the “art house” crowd.

“SnagFilms initially reached out to us to redo their iOS app,” said Prasant Varghese, technical analyst at Icreon Tech. “We like taking on projects we’re passionate about, and as most of us here in the company are into indie films, it was an easy decision.”

Varghese and his team had their work cut out for them. SnagFilms’ business proposition is to provide movies with a purpose, something you won’t find at your everyday cineplex. As the audience for indie films is disparate and widespread, the company wanted an app that was easy to use and available for free. Like similar business models, SnagFilms makes its money by running ads pre- and post-run of the films, and Icreon Tech was able to build technology into the app that tracks which ads are being viewed and for how long, as well as which are not resonating as well. So far, it’s been a runaway success.

“This is a popular business model that’s ad-supported, and because the app has done so well for SnagFilms, it’s given them more leverage with potential advertisers,” Varghese said. “They track their ads to figure out what films and ads are the most popular, and where viewers are not watching, or drop off completely. We can track every part of the app so the films and ads can be adjusted as needed.”

The powers-that-be at SnagFilms have been equally impressed with the final product.

“SnagFilms had established itself as a premier destination to watch free, independent cinema online, but we wanted to increase our presence on the mobile front,” said Manik Bambha, CTO of SnagFilms. “Streaming video is not just for mainstream networks and production companies, but it’s a viable channel for distributing content regardless of funding or studio backing. Working with Icreon Tech, we were able to provide better quality streaming videos, a place for Indie film fans to connect and ultimately an improved end-user experience so they keep coming back to the site and the app.”

The project has been so successful that Icreon Tech is now working with SnagFilms’ newest acquisition, Indiewire, a site for fans of independent films.

“We’re working on a new app specifically for Indiewire,” Varghese said. “This project will provide a new destination and opportunity for those fans of streaming -- and reading about -- independent films. Being able to track all this usage data has been huge, as it allows everyone to see what the value-add is to both companies.”

It’s a natural progression for SnagFilms to build on the momentum it’s developing with the new app. Since it was launched:

·         Daily Average Install has more than tripled

·         Average time on the app is up 31 percent compared to the previous version. 

·         User retention has increased 36 percent

·         SnagFilms for iPad is among the Top 200 Free Entertainment iPad Apps in iTunes

·         Gizmodo has named SnagFilms as a "Best iPad App"

“As mobile devices have improved in speed and screen resolution, streaming video services have become a viable channel for content distribution, and SnagFilms deserved an app that showcased their content beautifully,” said Himanshu Sareen, CEO of Icreon Tech. “When we collaborated with SnagFilms to develop their iOS platform, we were able to give users a unique experience that integrated mobile and social while delivering the enhanced functionality that viewers expect.”

The app is delivering all that and more, and SnagFilms now offers over 300 independent documentaries and films for audiences to stream on their mobile devices for free. It’s no wonder Netflix and other, similar companies are starting to look over their shoulder.