Tomorrow I leave before the crack of dawn for a nearly nine hour road trip to Pittsburgh, Pennsylvania for the April 29 screening of Justice Is Mind at Carnegie Mellon University. We have screened Justice at two universities, but Carnegie is different. This is where the idea for Justice Is Mind was born from a 60 Minutes broadcast about ‘thought identification’. Yes, I’m pretty excited. I’m also excited to report that Vernon Aldershoff, who stars as Henri Miller, will be joining me!
This past week I was reflecting on all our screenings to date. From theatres, law schools and science fiction conventions, each have their own atmosphere. From the actors and crew to the audience that attends. Indeed, those that attend Monday’s screening at Carnegie will represent an entirely new audience. And this is what it’s all about, building an audience.
The one thing I have read over and over again is the importance of building audience prior to VOD and DVD. Simply put, the number of films that are entering the VOD world is astronomical. When you have filmmakers like Joss Whedon and Jeff Lipsky placing their films in the digital world rather than “traditional” distribution routes, it does further the discussion that VOD has replaced DVD as the real revenue generator for independent films. More importantly, traditional distribution methods are changing in favor of filmmakers and audiences.
I do, however, disagree with the blanket statement by Jeff Lipsky that, “Independent American films are largely considered anathema to foreign distributors these days.” While I will agree that foreign distributors are hell bent on “stars” and “commercial” projects, the $35+ million bath foreign (and domestic) distributors are taking on Transcendence proves yet again that their model simply needs to change. Audiences want a good story. Period. Like Lipsky’s films that found US distribution but no international, foreign distributors have told me Justice wasn’t commercial enough because we didn’t have a “star”. They are seriously laboring under a monumental misconception of reality that will keep Justice out of the foreign marketplace. Do they know that some of the leading VOD platforms, like Vimeo, can be accessed anywhere in the world and that traditional and social media is the fuel that drives audiences? On that note, I’m working on finalizing a very unique international deal that I hope to announce in the next couple of weeks. Like others before me and after me, we just circumvent gatekeepers.
It’s often reported in the trades about being inventive when making an independent film. But the same holds true for distribution. What about unique ways and interesting venues to bring a film to an audience? Yes, you can get your film into a theatre. Yes, you can get your film screened at a university. Yes, you can get your film distributed online. There is a tremendous amount of work involved and it doesn’t happen overnight, but it can be done.
For me, I’ve been doing this for years. When I operated my publishing company sure we had traditional paid subscribers, advertising and newsstand. But there was always the events. I was always trying to create something unique that would bring attention to our magazine. Is it really any different with a film?
See you in Pittsburgh!