Hello, I’m Sally Hodgson and my freelance business PIPOCA operates within the creative industries. Working with distributors, agencies and organisations, online platforms, film directors and producers and events and festivals on audience development, marketing, distribution, project management and production.
I’ve worked in the film industry since 2003. Spending seven years at EM Media, the first of the Regional Screen Agencies to launch a specialised film production fund. The films co-financed through the agency won five BAFTAs, three Scottish BAFTAs, ten British Independent Film Awards and three Michael Powell Awards. Amazing times!
In 2010 I started working with filmmakers who were interested in exploring and exploiting opportunities to do things independently and with innovation, leading me to become recognised as the UK’s first Producer of Marketing & Distribution (PMD). Since then I’ve released films theatrically, brokered broadcast sales, built grassroot audiences and run successful audience engagement campaigns. The amazing times continue!
I’m a filmmaker mentor and regularly speak on topics such as crowdfunding, independent film distribution and audience development at film industry events and training courses. I’ve done some producing too – mainly music videos and corporate films.
(P/S you say it pee-pock-ka)
Trustee of Flatpack: a festival which takes over venues across Birmingham every spring. It draws people from far and wide with a mixture of films, performances, contraptions and surprises, and has been described as “magnificently eclectic” (Time Out), “joyously inventive” (the Guardian) and “the UK’s most creatively curated film festival” (the Independent). But Flatpack is not just a festival – it’s also a state of mind…
Working with Open Cinema in conjunction with The Friary to run a film club for homeless and vulnerable adults in Nottingham.
Approved to distribute films in the UK supported through the Canada Media Fund


Recent and ongoing projects

  • Being Frank – The Chris Sievey Story

    Being Frank – The Chris Sievey Story

    Audience Development, Marketing & Distribution

    Piece of Cardboard Productions in association with Ffilm Cymru Wales, 104 Films and Fat Controller Management presents A film by Steve Sullivan Being Frank: The Chris Sievey Story Being Frank: The Chris Sievey Story is a feature length documentary that explores the extraordinary secret life of artist Chris Sievey, best known as his alter ego Frank […]

  • Patticake$


    Audience Development, Marketing & Distribution

    Newcomer Danielle Macdonald stars as aspiring rapper Patricia Dombrowski, a.k.a. Killa P a.k.a. Patti Cake$ in the first feature film from acclaimed commercial and music video director Geremy Jasper. Set in gritty strip-mall suburbia, PATTI CAKE$ chronicles an underdog’s quest for fame and glory with humour, raw energy and unforgettable beats. PATTI CAKE$ also stars […]

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  • The Messenger

    The Messenger

    Audience Development, Marketing & Distribution

    A documentary chronicling the struggle of songbirds worldwide to survive in turbulent environmental conditions brought about by humans and argues that their demise could signify the crash of the ecosystems globally, akin to the disappearance of honey bees and the melting of the glaciers. For thousands of years, songbirds were regarded by mankind as messengers […]

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  • Summer in the Forest

    Summer in the Forest

    Marketing & Distribution

    Like countless others Philippe, Michel, Andre and Patrick were labeled ‘idiots’, locked away and forgotten in violent asylums, until the 1960s, when the young philosopher Jean Vanier took a stand and secured their release – the first time in history that anyone had beaten the system. Together they created L’Arche, a commune at the edge […]

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  • Spaceship


    Audience Development

    The story of Lucidia, a British cyber-goth teenager who fakes her own alien abduction, forcing her father Gabriel to search for her in a surreal world of black holes and unicorns where everyone is looking for a way out. World Premiere – SXSW. European Premiere – BFI London Film Festival. Debut feature from director Alex Taylor. Produced […]

  • Moonlight


    Audience Development, Marketing & Distribution

    The story of a young black man Chiron from his early childhood in his depressed Miami neighbourhood to adulthood in Atlanta as he navigates the dangers of drugs and violence in the 1980s, in addition to his burgeoning homosexuality and love for his best friend. Directed by Barry Jenkins. Screenplay by Barry Jenkins, based on a story […]

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  • I, Daniel Blake

    I, Daniel Blake

    Audience Development, Marketing & Distribution

    Daniel Blake has worked as a joiner most of his life in Newcastle. Now, for the first time ever, he needs help from the State. He crosses paths with a single mother Katie and her two young children, Daisy and Dylan. Katie’s only chance to escape a one-roomed homeless hostel in London has been to […]

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  • NG83 When We Were B Boys

    NG83 When We Were B Boys

    Audience Development, Marketing & Distribution

    Five former breakdancers reflect on their youthful rites of passage through the vibrant UK Hip Hop scene of the early 1980s and how it allowed them to escape the confines of life on inner city council estates. As the wild energy of the scene burned out their adolescent dreams met the realities of adulthood. But […]

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  • The Closer We Get

    The Closer We Get

    Audience Development, Marketing & Distribution, Project Management

    A powerful and exquisitely-shot autobiographical portrait of loyalty, broken dreams and redemption told by its director – reluctantly-dutiful daughter Karen, who takes you under the skin of the household she returns to for this long goodbye. With candour, warmth and much unexpected humour, Karen’s role as family confidante, busybody, therapist and spy illuminates this extraordinary story of contemporary family survival.
    Best International Feature Documentary – HotDocs 2015

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  • Children’s Cinema Club

    Children’s Cinema Club

    Project Management

    Bringing the best of independent, international children’s films to UK family audiences.

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  • ORION: The Man Who Would Be King

    ORION: The Man Who Would Be King

    Audience Development, Marketing & Distribution

    Discovery Award – British Independent Film Awards 2015 A seductive, intoxicating mystery story in documentary form. From the thick, sultry heat of small town Alabama to the brash neon lights of Nashville, ORION: The Man Who Would Be King follows a journey through the claustrophobic underworld of the American dream, where music, masks and master manipulators combine. Feature […]

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  • Four decades of NCHA

    Four decades of NCHA

    Producer, Project Management

    In 2013 Nottingham Community Housing Association (NCHA) celebrated forty years of providing homes and support to people across the East Midlands. Role: Freelance Producer. I was employed on a freelance basis to produce a film to celebrate the work of the organisation, looking back at it’s origins but very much focussing on the diverse range […]

  • Indiana (Sony Music)

    Indiana (Sony Music)


    Selection of music videos for female artist Indiana. Commissioned by SONY Music. Role: Producer on behalf of WellPlastic; Nottingham-based production company and creative design studio With a range of budgets and working closely with Indiana and WellPlastic’s creative team to devise and deliver concepts for music videos. Smoking Gun – one day shoot featuring Andrew […]

  • The Great Hip Hop Hoax

    The Great Hip Hop Hoax

    Audience Development, Marketing & Distribution

    BIFA-nominated feature documentary produced and directed by Jeanie Finlay (Glimmer Films) and produced by Al Morrow (Met Film). About: Californian hip-hop duo Silibil n’ Brains were going to be massive. What no-one knew was the pair were really students from Scotland, with fake American accents and made up identities. The Great Hip Hop Hoax (88 […]

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  • Union J (Sony Music)

    Union J (Sony Music)


    Producer for WellPlastic/SONY Music on this commission to create Union J’s debut video.

  • Sound It Out

    Sound It Out

    Audience Development, Marketing & Distribution

    Building an audience one record at time for this documentary feature film that was partly financed through crowdfunding.

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  • Dreams of Your Life

    Dreams of Your Life

    Project Management

    Managing the roll-out of installations in support of a national feature film release.

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  • Spirit of ’45

    Spirit of ’45

    Audience Development, Marketing & Distribution, Project Management

    Building an offline and online audience.

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As a speaker on EAVE Marketing Workshop…
“An exciting and inspiring lecture with lots of examples from practice.” “A lot of practical examples of grassroots marketing, very interesting.” “Fantastic lecture and case studies.” “Original. I’ve learned many useful things.” “I liked the examples, and her work experience and innovative thinking in general.”
Various participants on EAVE course
As Regional Marketing Officer (Midlands)…
“Sally’s creativity and organisational skills were invaluable to the regional I, Daniel Blake campaign. Her drive and passion for the project were evident throughout the campaign and she duly delivered a campaign above and beyond the original brief. Sally’s keen commercial sense meant that she ensured we eked out the very most from our marketing budget. In all, it was a pleasure working with Sally and we would certainly recommend her for future projects.”
Michael Guerrero, Marketing Coordinator – Film,  Entertainment One UK
As Distributor…
“Sally handled distribution, marketing and press for our documentary NG83: When We Were B Boys, securing our micro-budget film a run of screenings in ten cities across the UK plus international festival appearances and getting us media exposure in broadsheet newspapers and on national TV. She has worked tirelessly on this project and shown great commitment, imagination and tenacity in getting our film out there. We can’t recommend Sally highly enough and would love to work with her again in the future.”
Luke Scott, Director,  NG83 When We Were B Boys
As Producer…
“Sally has a fantastic ability to immerse herself in a project and very quickly get to grips with the detail and the challenges. Our project benefited greatly from having Sally’s eye for detail, professionalism and thoroughness. The end result was a fantastic short film that captured our organisation’s spirit and celebrated our achievements in a quirky style. Just what we were looking for!”
Lou Rudkin, Marketing Manager, Nottingham Community Housing Assoc.
As Production Manager…
“Sally was our Production Manager on a theatrical release support project and immediately got to grips with organising all the logistics of getting our iPad installations into venues across the country, working with suppliers, couriers and venues to ensure a presence for the Dreams of your Life project in cinemas and alternative venues. She managed demanding equipment issues and adapted schedules accordingly, keeping to deadlines and staying within the specified budget. At the end of the project she helped to prepare data for evaluation purposes.”
Anna Higgs, Head of Film4.0
As Producer of Marketing & Distribution…
“Sally and I worked together on the making and release of my film SOUND IT OUT. It’s been an amazing adventure – crowdfunding the budget for production, post-production, our premiere at SxSW and the UK theatrical tour, releasing the film on DVD, becoming the official film of Record Store Day and showing all over the world. Sally helped me make my crazy dreams a reality and helped me navigate the dicey waters of distribution. I hope to work with her again on my future films, I’m convinced – a PMD is an essential part of the team from day one.”
Jeanie Finlay – Director/Producer, Glimmer Films
As Community Manager on the Spirit of ’45 project…
“Sally’s work as Community Manager on our archive feature documentary resulted in the beginnings of an offline and online community for the film, along with a dedicated website with filmed interviews and a library of archive footage and stills to promote discussion and further participation. She delivered on time and within budget, providing regular updates on how the project was developing.”
Rebecca O’Brien – Producer, Sixteen Films
As Marketing Manager…
“Sally covered this role at Dance4 at a very busy time and managed a heavy workload. She was really effective at managing her time, with good attention to detail. She worked collaboratively with other venues, implemented a new CRM package for Dance4 and managed the marketing and publicity elements of our Nottdance Festival. Sally is a lovely person to work with too!”
Rachel Emmett, General Manager, Dance4
On crowdfunding consulting…
“Sally was instrumental in helping us set up a crowdfunding campaign for our short film Cold Warrior. Sally came to us with an extensive market knowledge, which meant that we could hit the ground running. We reached a combined social networking tally of over £4,000 – a figure we were delighted to hit.”
Tom Wood, Development Producer, Wellington Films


I regularly speak on topics including independent film distribution, the role of Producer of Marketing & Distribution, finding and connecting to audiences and crowdfunding.
Here’s a selection of events I’ve presented at:
Grassroots Marketing & Motivating Audiences – a presentation with follow-on practical workshop for EAVE‘s Marketing Workshop, a four-day intensive programme exploring film marketing throughout the process of development, production, festival screening, exhibition and distribution.
Adapt To Film for Broadway Media Centre, a new training programme for UK-based professional writers interested in adapting source material for the screen.
What the F is a PMD and Why Do I Need One? A panel discussion on what a Producer of Marketing & Distribution or Impact Producer can bring to strengthen independent film productions, led by John Reiss at SxSW.
Audience on Demand for FilmLondon, the strategic agency for film and media in London supporting the growth and development of film, TV, video, commercials and interactive media.
Get It Seen / Second Light Exhibition and Distribution Lab for the Independent Cinema Office, the national support organisation for independent exhibitors of all kinds including cinemas, film festivals and film societies.
iFeatures2, iFeatures is a development and production scheme for England’s most imaginative and brightest filmmakers.
Producers of Distribution (chaired by FutureArtists) at Sheffield Doc/Fest, one of the top three documentary festivals and markets in the world.
Music Futures Network: Crowdfunding for Generator, the UKs leading Music Development Agency.
Show Me The Money for First Light Films, a UK wide organisation that uses film and media production to develop skills in young people aged up to 25.
Running a Successful Crowdfunding Campaign for IndieGoGo, the crowdfunding solution that empowers ideas and enables people to donate funds easily.
“Fantastic lecture and case studies.”
“Clearly passionate and inspiring…the highlight of the course for me.”
“Original. I’ve learned many useful things.”
“The Sound It Out presentation was a lightbulb.”
“What a brilliant woman!”
Get in touch via the contact form below if you’d like me to present at your forthcoming event or training course.


Please get in touch via Twitter.
I’m based at Broadway Cinema in the heart of Hockley and Nottingham’s Creative Quarter.
Broadway Cinema, 14-18 Broad Street, Nottingham NG1 3AL