Filmmaker and Distributor Lance Weiler talks about how he secured a  great deal to distrubute his film Head Trauma:

" I'm doing a hybrid model. The theatrical is DIY and the DVD release is in conjunction with a small label. After running my own label I wanted to find a partner that I could do the release with. Last time I spent 2 much time on management. So this time I struck a deal with a small label that helps me reach retail and rental BUT allows me to hold all rights. Plus I was able to create an amazing deal - I leveraged the theatrical release to help get me the best terms possible. I carved away all digital rights, VOD, Theatrical, even the rights to sell DVD's over my sites and I get the DVD's for a little over cost and can sell them myself."
(Thanks Sujewa.)