A replay of last week’s Big Sonia Case Study Webinar, plus our 16 page Case Study Rubric & I’ll be on Show & Tell today at 1pm PT/4pm ET talking about theatrical releases.
How to Design a Release with Staying Power
“The thing I tell filmmakers all the time is—start early, and never stop.”
— Leah Warshawski, Director/Producer, BIG SONIA
We love shiny launches. The world premiere. The press bump. The theatrical push. But what happens after the noise dies down?
This is where BIG SONIA shines.
In this 8 Above Case Study, we sat down with director/producer Leah Warshawski to break down how a deeply personal doc evolved into a decade-long campaign that continues to generate revenue, spark dialogue, and drive curriculum today.
The film premiered in 2016. It’s still earning money—and changing lives—in 2025.
The Local That Went Big
BIG SONIA didn’t follow a typical distribution arc—and that’s the point.
While many filmmakers chase streamers, Leah and her team bet big on a local audience. That bet paid off with a record-breaking 8-month theatrical run in Sonia’s hometown of Kansas City, netting over $130,000 in box office receipts.
Why did it work?
- Sonia was a local icon—people literally lined up to hug her after shows
- The theater let Leah and Sonia show up in person, often, for months!
- The Q&As weren’t just Q&As—they were community therapy sessions
- Press kept building week after week—because they stayed present
As Leah says in the video: “We made our release as personal as possible.”
It was unconventional. It was exhausting. It was wildly effective.
The Anatomy of a Long-Tail Strategy
Once the theatrical momentum cooled, Leah pivoted into what she calls “legacy mode.”
Here’s what that looked like:
📚 Educational Licensing
An 80-page curriculum guide, a 60-minute classroom cut, and a robust partnership with Journeys in Film.
→ To date, they’ve sold $35K–$45K in educational packages—and they’re still selling.
✊ Community Screenings
80+ cities. $35K+ in licenses. Churches, prisons, libraries, veterans groups.
→ “Screenings are our impact in motion,” Leah notes.
📺 Broadcast & Airline
- PBS+ via underwriting $ (not licensing fees)
- Scientology TV (yes, really)
- Alaska Airlines (secured through personal connection)
→ They delayed VOD until very recently, but these alt-distribution wins helped them reach millions.
Not Everything Worked
Leah is refreshingly transparent about what didn’t pan out:
- Online merch sales lost them ~$7,500 – she explains why.
- Netflix and HBO passed—“Too many Holocaust docs”
- Paid ads didn’t move the needle
And that’s okay. As she says, “It’s not about being everywhere—it’s about being strategic.”
What’s Working Now
Almost a decade later, BIG SONIA is still evolving. Leah’s team is piloting an AI-powered conversational video that lets students “interact” with Sonia, extending her voice—and impact—into future classrooms.
It’s a beautiful example of how a film doesn’t have to end when the credits roll. If anything, BIG SONIA is just getting started.
Lessons for Filmmakers or Anyone Releasing a Film:
From our full conversation with Leah, here are the top lessons you can apply to your own release:
1. Start local. Go deep.
If your subject has a hometown following, lean into it. Leah’s KC run changed the game—and helped finance the rest.
2. Build curriculum with your audience, not for them.
BIG SONIA’s 80-page guide was co-created with teachers. That’s why it works.
3. Crowdfund post-release, not (just) for post.
Most crowdfunds raise money for editing. Leah raised $75K after the film was done—specifically for impact. Her audience responded.
4. Make screenings personal.
Whether it’s Sonia hugging guests or Leah answering questions, showing up matters. That’s what people remember.
5. Treat your film as a living thing.
Keep finding new ways for it to evolve. That might mean VOD eventually. That meant using new technology in an ethical manner. That might mean sewing kits. (Yes, they made branded sewing kits—and people loved them.)
Final Word
There’s no single path to a sustainable release. But BIG SONIA offers a powerful reminder: if you treat your film like a long-term relationship—with your audience, your subject, and your goals—it can live far beyond its premiere.
“This work never ends,” Leah told us. “But that’s kind of the point.” https://jonreiss.substack.com/p/from-theatrical-underdog-to-long