Interesting New York Times article about how Bottle Shock Director Randall Miller is releasing the film himself, together with his wife and co-writer Jody Savin.

Along with the expenses incurred if you go it alone there are other caveats to bear in mind:

“You‘ve got to have the phone numbers,” said Tom Bernard, the longtime co-president of Sony Pictures Classics. “Self-distribution is good, it can work, but filmmakers who are so innovative in making movies have to channel some of that into learning how the marketplace works.” He said major pitfalls were “carpetbaggers” and “middlemen” who may agree to represent a movie at a place like Sundance, but gravitate to the easy sale and leave their less fortunate filmmakers high and dry.