Note: specialised licensing terms are used throughout this guide. 
Please see our dedicated Glossary page if you become unsure at any point, or reach out to our team.

What Type of Image Licence Do I Need for a Film?

The type of licence that’s right for you is determined and often priced based on how the image will be used. Key considerations include:

  • Duration: Is the licence for a limited run or in perpetuity?
  • Territory: Will the documentary be distributed locally, internationally, or streamed globally?
  • Media: Will it appear online, in cinemas, on DVD or television?
  • Scripted vs Unscripted: The licensing and distribution terms for traditional “scripted” movies or TV series will be different to those for “unscripted” projects (reality TV, documentaries and game shows).

For example, licensing an image for a single festival screening typically costs less than securing worldwide streaming rights. Extended use cases, such as online series, may be offered “in-perpetuity” licences (ideal for streaming) and bulk-project rates. With so much nuance to every filmmaker’s goals, the most secure way of finding out exactly what type of licence you might need is to contact a respected licensing agency.

→ Read about the Types of Image Licence you may be offered

→ See Bridgeman Images in action across film and TV

Fair Use and Fair Dealing: What You Need to Know

Fair use remains a complex and often uncertain area of law, determined on a case-by-case basis. In the US, courts apply a four-factor test that considers:

  • the purpose of the use (e.g., commercial or educational),
  • the nature of the original work,
  • the amount used,
  • the effect on the market value of the original.

Uses that are transformative (adding commentary, critique, or new context) are more likely to qualify. For example, showing a photograph of a political rally while analyzing media bias may be defensible, while simply using the same image for visual background would likely require a licence.

In the UK, EU, Australia, and New Zealand, fair dealing provides narrower exceptions, typically limited to quotation for criticism, review, or parody. This means that commercial documentary filmmakers often still need to license material.

Importantly, even in strong fair use or fair dealing cases, broadcasters, platforms, and funders may still require full clearances for compliance and risk management.

→ For more information, see our dedicated article on fair use and fair dealing.

What About Images of People, Brands, or Trademarks?

Even if an image is legally licensed or in the public domain, it may still feature people, private property, logos, or artwork that triggers additional rights issues.

  • Model rights: If a recognizable individual appears in a photo, you may need a model release.
  • Trademarks and logos: Including branded content, whether on clothing or buildings, may require separate permission depending on how the image is used.

Documentarians working internationally should also be mindful of defamation, especially if the image use might imply endorsement or misconduct. 

Laws around personality and publicity rights vary. For example, the US’s publicity rights are governed by state law. In Germany, even deceased individuals can retain personality rights for up to 10 years after death. Always check whether your use is compliant in your targeted jurisdictions and if unsure, reach out to an agency confident in navigating these international legal subtleties.

→ Find out more about how we can support your filmmaking project

actress in mirror
Janet Suzman distorted in mirror, 1977 (b/w photo), Magnus, Mayotte (b.1934) / Private Collection / © Mayotte Magnus. All rights reserved 2025 / Bridgeman Images

Licensing for Festivals, Streaming, and International Distribution

Licensing for a single screening at a festival is quite different from licensing for global VOD platforms like Netflix or Amazon. Distributors and streaming services often require all rights cleared for every image, regardless of whether the filmmaker believes their use qualifies as fair use.

To future-proof your documentary, it is wise to license images in perpetuity, for all territories, and across all media types. If your budget is limited, Bridgeman Images and other agencies may offer you stepwise licensing, which allows you to expand the licence as your distribution grows.

For co-productions or grants involving international funders, make sure your image rights are compatible with cross-border legal requirements. For example, the EU has strict data protection laws that could apply to images featuring identifiable individuals.

→ For guidance on these key licensing terms and more, see our Glossary page

How we can help

Licensing images for a documentary is not just about legality but also about storytelling responsibility and long-term distribution. As a global agency, Bridgeman Images offers legal support and one-step clearance for complex usage, including advice on public domain content, personality rights, and high-resolution sourcing.

Getting it right early can prevent headaches later and ensure your film reaches the widest possible audience without interruption.

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