“Declaration of Indies: Just Sell It Yourself!”
For longtime GITS readers, this NY Times article should sound some familiar refrains:
LAST November inside a conference room at the University of Southern California in Los Angeles, a film consultant named Peter Broderick was doing his best to foment a revolution. Mr. Broderick, who helps filmmakers find their way into the marketplace, was spreading the word on an Internet-era approach to releasing movies that he believes empowers filmmakers without impoverishing them economically or emotionally. Mr. Broderick divides distribution into the Old World and New, infusing his PowerPoint presentation with insurgent rhetoric. He has written a “declaration of independence” for filmmakers that — as he did that afternoon — he reads while wearing a tricorn hat.
In the Old World of distribution, filmmakers hand over all the rights to their work, ceding control to companies that might soon lose interest in their new purchase for various reasons, including a weak opening weekend. (“After the first show,” Mr. Broderick said, repeating an Old World maxim, “we know.”) In the New World, filmmakers maintain full control over their work from beginning to end: they hold on to their rights and, as important, find people who are interested in their projects and can become patrons, even mentors. The Old World has ticket buyers. The New World has ticket buyers who are also Facebook friends. The Old World has commercials, newspapers ads and the mass audience. The New World has social media, YouTube, iTunes and niche audiences. “Newspaper ads,” Mr. Broderick said, “are mostly a waste of money.”
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For consultants like Mr. Broderick and filmmakers like Jon Reiss (the documentary “Bomb It”) the answer lies in self-distribution, in filmmakers doing it themselves or, more accurately, doing it themselves with a little or a lot of help from other people, including consultants like Mr. Broderick and Richard Abramowitz. Last year Mr. Abramowitz, a film-industry veteran who runs an outfit in Armonk, N.Y., called Abramorama with one full-time employee (him), helped shepherd Sacha Gervasi’s documentary “Anvil! The Story of Anvil,” about a 1970s metal band and its rebirth, into a success, with almost $700,000 at the North American box office. Consultants guide filmmakers on every angle of distribution. They can simply offer advice, but can also develop a marketing strategy, book theaters and collect the money.
We covered the Anvil story here back in August, noting that Gervasi, the film’s director, is also a screenwriter.
This new NY Times article suggests what we’ve been discussing here — the emergence of an alternative form of movie distribution:
Some self-distributed titles find their audiences with help from consultants, while others make their way into the marketplace with the help of consultants and companies that take a fee, rather than a percentage of the profits and all the distribution rights. Innovative strategies abound. Mr. Broderick is an advocate of what he calls hybrid distribution, which, as he has put it, “combines direct sales by filmmakers with distribution by third parties.” Thus filmmakers hold on to their sales rights and sell the DVD retail rights to one buyer and the video-on-demand rights to another and so on — rather than handing them all over to one distributor, as has been traditional. This allows filmmakers to reach audiences directly while controlling their own work and destinies, at least in theory.
The new D.I.Y. world is open-source in vibe and often execution. Participants refer to one another in conversation and on their Web sites and blogs, pushing other people’s ideas and projects. (On his Web site, peterbroderick.com, Mr. Broderick even posts discount codes for other people’s books.) But these new-era distribution participants are not engaging in blog-rolling. By sharing information and building on one another’s ideas, they are in effect creating a virtual infrastructure. This infrastructure doesn’t compete with Hollywood; this isn’t about vying with products released by multinational corporations. It is instead about the creation and sustenance of a viable, artist-based alternative — one that, at this stage, looks markedly different from what has often been passed off as independent cinema over the past 20 years.
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One of the buzzy ideas in D.I.Y. is transmedia, a word borrowed from academia, in which stories — think of the “Star Wars” and “Matrix” franchises — unfold across different platforms. “Star Wars” helped expand the very idea of a movie, because it involved a constellation of movie-related products, from videogames to action figures, all of which become part of the understanding and experience of the original, originating work. This isn’t just about slapping a movie logo on a lunchbox or a screensaver: it’s about creating an entertainment gestalt. As the theorist Henry Jenkins writes, “Reading across the media sustains a depth of experience that motivates more consumption.” In other words, you can sell one ticket to a moviegoer or enlist fans into media feedback loops that they in turn help create and sustain.
“Transmedia”: There’s your new bit of hip lingo to lay down at your next social event. And it’s at the core of this alternative model because if the distribution problem can be licked, the next conundrum is marketing. You can make a movie. You can get it distributed. But how to get eyeballs to see it? Fortunately outfits like YouTube can not only serve as a digital distribution platforms, they can also function in part as marketing conveyances in conjunction with a guerilla style plan using social networks and whatever other BWOW (By Word Of Web) ideas the filmmaking team comes up with.
For right now, the most positive thing I see is that there are consultants like Broderick who offer ala carte services so filmmakers can tailor whatever portion of their budget they can to areas where they need the most help re distribution and marketing. And this simply has to succeed as noted by filmmaker Jon Reiss in the NY Times article:
“This is the other voice of film,” Mr. Reiss said with urgency, “and if this dies, all we’re left with is the monopoly.”