Most independent filmmakers produce a motion picture and then seek out a studio for the productionâ€™s release. DuVernay hit the film festival circuit with This is the Life, her documentary about West Coast underground hip-hop, and was offered distribution deals from studios. She declined them and recouped three times the budget of the documentary without a studio partner by executing her own do-it-yourself model. First, This is the Life had a limited theatrical release in a Los Angeles theater. Next, it was aired on cable television through Showtime Networks, rented at Netflix, and sold on iTunes and on DVD via the filmâ€™s Website and retail vendors. DuVernay is currently using profits from the documentary to make her next movie, I Will Follow, a drama starring Blair Underwood and Tracie Thoms.