Spreading The Word
Producing The Goods


Sally Hodgson - Chief Word Spreader and Producer of the Goods at Pipoca Pictures.

Pipoca Pictures is my freelance and consulting business…

Hello, I’m Sally Hodgson and I’ve worked in various roles within the creative industries since graduating from university. I’ve done marketing for live performance venues, account management at a design agency and edited a magazine for a high street retailer. I now focus on film production, distribution and audience development as well as some other things, but I’ll come to those later.
My film production and distribution experience stems from seven years working at EM Media, the first of the Regional Screen Agencies to launch a specialised film production fund. This pot of money resulted in over 40 feature films encompassing a range of subjects, concepts and budgets. The films used the East Midlands as a location for filming and/or post-production and provided employment and professional development opportunities for regionally-based crew. They brought significant amounts of money into the region too. Alas EM Media no longer exists, however the films co-financed through the agency have gone on to win five BAFTAs, three Scottish BAFTAs, ten British Independent Film Awards and three Michael Powell Awards.
Watching the transition of these films from development through into production and subsequent distribution provided an amazing insight into how distributors and sales agents go about marketing films to build an appetite in audiences and buyers, but I wanted to explore how an audience could be developed right through this process. I took redundancy from EM Media in 2010 and started working with filmmakers who were interested in exploring and exploiting opportunities to do things independently and experiment a little…
My marketing background and interest in exploring new ways to reach audiences lead me to the role of Producer of Marketing and Distribution, a crew title coined by Jon Reiss in his book ‘Think Outside the Box Office’. I’ve worked in this role on Jeanie Finlay’s fantastic documentaries and have consulted on audience development, distribution and crowdfunding on other British features and documentaries.
And those other things I do? Well I still dabble in some traditional arts marketing (currently promoting the work of a internationally renowned contemporary dance company), I’m a Board Member for Flatpack Festival and I produce music videos and corporate films for clients including SONY, PlayNetwork and VARG.


A selection of recent and ongoing projects and contracts

  • Children’s Cinema Club

    Children’s Cinema Club

    Project Management

  • ORIGIN – Art In Motion

    ORIGIN – Art In Motion

    Audience Development, Marketing & Distribution, Publicity, Press & PR

  • UK Young Artists

    UK Young Artists

    Audience Development, Marketing & Distribution

  • 2 Player Game

    2 Player Game

    Audience Development, Marketing & Distribution, Producing, Project Management, Publicity, Press & PR

  • ORION: The Man Who Would Be King

    ORION: The Man Who Would Be King

    Audience Development, Marketing & Distribution, Producing, Project Management, Publicity, Press & PR

  • Four decades of NCHA

    Four decades of NCHA

    Producing, Project Management

  • Indiana (Sony Music)

    Indiana (Sony Music)


  • The Great Hip Hop Hoax

    The Great Hip Hop Hoax

    Audience Development, Marketing & Distribution, Publicity, Press & PR

  • Union J (Sony Music)

    Union J (Sony Music)


  • Sound It Out

    Sound It Out

    Audience Development, Marketing & Distribution, Publicity, Press & PR

  • Dreams of Your Life

    Dreams of Your Life

    Project Management

  • Retina Dance Company

    Retina Dance Company

    Audience Development, Marketing & Distribution, Publicity, Press & PR

  • Spirit of ’45

    Spirit of ’45

    Audience Development, Marketing & Distribution, Project Management

  • Cold Warrior

    Cold Warrior

    Audience Development

  • Sheffield Theatres

    Sheffield Theatres

    Marketing & Distribution, Project Management

  • Dance4


    Audience Development, Marketing & Distribution, Publicity, Press & PR


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 benefitted 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


Like all good ‘Word Spreaders’ I like to talk so it’s been great to share my experiences and knowledge at presentations, training sessions and panel events. I’ve covered a range of topics including independent film distribution, the role of Producer of Marketing and Distribution, finding and connecting to your audience and crowdfunding.
Here are some of the events I’ve spoken at:
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.
And here’s some of the feedback I’ve been delighted to receive:
“Sound It Out presentation was a lightbulb.”
“Clearly passionate and inspiring…the highlight of the course for me.”
“What a brilliant woman!”
Get in touch via the contact form below if you’d like me to speak at your forthcoming event or training course.


It’s best to contact me online (I’m fond of Twitter). Aside of that I pop down to London often, sometimes I work at client offices or I can be found hot-desking at Antenna; a thriving business hub at the heart of Nottingham’s Creative Quarter.
If you have a query or question that won’t fit into 140 characters please get in touch via the form opposite.
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