Marketing and Distribution for Independent Film


Pipoca operates within the creative industries, working with agencies and organisations, online platforms, film directors and producers and events and festivals on audience development, marketing, distribution, project management and production.
Sally Hodgson heads up Pipoca. Her 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. The films co-financed through the agency won five BAFTAs, three Scottish BAFTAs, ten British Independent Film Awards and three Michael Powell Awards.
In 2010 Sally started working with filmmakers who were interested in exploring and exploiting opportunities to do things independently and with innovation, leading her to become the UK’s first Producer of Marketing and Distribution (PMD).
She is the PMD on Jeanie Finlay’s award-winning documentary films; SOUND IT OUT, The Great Hip Hop Hoax and ORION: The Man Who Would Be King and has consulted on audience development, distribution and crowdfunding strategies for other British features and documentaries.
Sally is a filmmaker mentor and regularly speaks on topics such as crowdfunding, independent film distribution and audience development at film industry events and training courses. She produces music videos and corporate films, clients have included Nottingham Community Housing Association, SONY Music, PlayNetwork and VARG.
Sally is a Trustee of Flatpack Festival.


Recent and ongoing projects

  • 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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  • 2 Player Game

    2 Player Game

    Audience Development, Marketing & Distribution, Producer, Project Management

    A TV series with big ambitions; the team behind 2 Player Game want it to become the definitive word on video game culture, creation and design through the decades. The series will pull in a wealth of video game talent, to bring to you the landscape of the industry past, present and future. 2 Player […]

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  • ORION: The Man Who Would Be King

    ORION: The Man Who Would Be King

    Audience Development, Marketing & Distribution, Producer, Project Management

    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 documentary from Jeanie Finlay (Glimmer Films). […]

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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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  • Cold Warrior

    Cold Warrior

    Audience Development

    Consulting on Cold Warrior’s crowdfunding strategy



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


Pipoca Pictures’ Chief Word Spreader Sally Hodgson regularly speaks on topics including independent film distribution, the role of Producer of Marketing and Distribution, finding and connecting to audience and crowdfunding.
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.
“The 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 to enquire about Sally speaking at your forthcoming event or training course.


It’s best to contact me online (I’m fond of Twitter).
If you have a query or question that won’t fit into 140 characters please get in touch via the form opposite.
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

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