By Jay Webb
Previously: IndieStreet Post #2: “Word on The Street”
The “Word on the Street” is: Cooperation
Indieconomies of Scale Part 1 (of 3)
How can we apply the word “cooperation” to an industry whose namesake automatically pushes us away from the very notion? At IndieStreet, we are hoping to bridge the conceptual gap from “artistic & independent” to “business-minded & together” through a simple explanation of what we call Indieconomies of Scale.
We hear a lot of buzz in the Independent film academic space about how filmmakers must start cooperating for the industry to survive, but we have yet to see many examples of execution. This post will not express a concern about the “industry” as an abstract whole, but is more concerned about you as an individual filmmaker. I love great storytellers, and there is a threat to individual independents who do not start grasping technology advancements that can uncover the benefits of community and emerging markets. You are a hard worker who makes a film and tells a touching story with all of your heart, but you can’t figure out the best way to navigate the transitional market in a way that will maximize your film’s potential reach or return. Well you are in luck! You (single frowning Indie filmmaker) are not the only one with this dilemma…and you are also not the only one in the world with a quality story told in an innovative way. There are others just like you. My bet is that you can find at least one other like-minded filmmaker (or better yet another filmmaking team) from somewhere on the globe who you admire that has a similar passion, energy, niche target market, and can mutually agree that you are at the same career stage (which, let’s admit it; the level of “Struggling” encompasses at least 90% of Indie filmmakers).
And let me be clear, this is not us saying, “Join Indie Street’s platform & group distribution model” or else! This is simply saying if you do not want to be left in the red on the majority of future films as an independent, we highly recommend reading and benefitting from a few simple business concepts that I will explore over this 3 part series. It is as simple as seeking out at least one similar filmmaker to cooperate with. When you see that two is better than one as a DIY filmmaker, you can start to benefit from Indieconomies of Scale. And sure, after you grow from the power of 1 to the power of 2, you will most likely be more attractive as a team to the IndieStreet platform or other distributors.
We recommend approaching this like finding a mate; do your diligence, don’t settle quickly, ask a lot of questions, find someone who is a good communicator, and make sure you love what they are about. If you find one such meaningful filmmaker connection, you can multiply efforts and start building a mini-brand rather than just wandering around aimlessly with your hands out for money once one film is done and you want to start another. By just turning your one self, or your one team, into two, you have effectively decreased your production/distribution workload and doubled your self-distribution efforts. And this is not supporting each other with a re-tweet of a crowd funding campaign or a Facebook like of a trailer. I mean meet, strategize together, share your equipment, your knowledge, and your passion for someone else’s film that you respect as if it were your own. Scratch with tooth and nail to make their film money as if it were your own, and it will be reciprocated. Do not try to change their story or message, just give them all the support you can. These are relationships that will seldom break and a team will grow with bonds and growth potential that will make you feel less ‘independent’ and more a part of a story telling mission. Story and life are both about the individuals we touch and contact. Success in the story business will be governed by a model not dislike that of life. Be a supportive, loyal, hardworking, and passionate friend/business associate to those who share your values and good things will come. This minor dependency may be a scary concept that will be easier to implement for student filmmakers than those of us who are older, jaded and scared of rejection. Don’t be afraid to put your emotion and human effort and flaws into someone else who is also awesome. The rewards out-weigh the risk, same as in life.
If you are reading this post, you are most likely one that has the primal urge to tell stories. Find someone else who has the same mutual passion for your stories that you have for theirs, and take advantage of the power of 2 (and then we can talk about 3 or 4 or more like with IndieStreet). If I were you I would probably ask:
“Who are you and why do I have to listen to you, Jay Webb?”
Good question. You do not have to. I have not produced a huge Indie box office hit and the IndieStreet site has not yet launched. My last feature film produced was a quazi-commercial Urban thriller that left a bit to be desired in the story, and a bit to be desired in its returns. But after this complex “learning experience”, I have taken a step back for the last few years to try and really grasp the importance of story and the direction of the Independent film world. Powered with knowledge from both successes & failure, I am predominantly just a fan of risk taking storytellers who cringes to think they may be pushed aside by mindless formulaic products. This proposition has great implications on our future, as the types of stories told and those who tell them across multiple arenas have an inevitable effect on the path of a society. While there are changes in the industry and technology that maybe we can’t foresee, I am comfortable predicting that the “power in numbers” concept should only continue to grow as technology creates further worldwide access for producers of just about anything. I am asking you to listen not for my credentials, but for my genuine concern. If the simple concepts make sense, then feel free to apply them yourself or email me if you want to hear more about our own group model.
What are Economies of Scale?
In layman’s terms, economies of scale are all of the increased profits, efficiency, and returns that a business can benefit from if they increase their production. If a company makes one bottle of booze a year and sells it, the costs to produce it, distribute it, and get one person drunk is far greater than the price it can charge for a bottle of booze. If the company produces thousands of bottles of booze, it can benefit from cheaper per bottle production, per bottle shipping costs, etc. and can make profit from the production, and continue to produce product for happy, tipsy customers.
What are IndieEconomies of Scale?
This is a similar concept, but we tailored it to Indie film. Indieconomies of scale are all of the benefits and efficiencies that an Independent filmmaker can enjoy by becoming a part of a group of filmmakers that share similar style and work ethic. (even if it is a group of 2). By increasing the per film profits, they can continue to produce product for their happy, story-craving customers. In the nextblog posts we will touch on the 4 general reasons for implementing Indieconomies of scale:
-
Production Indieconomies of Scale
-
Marketing IndieEconomies of Scale
-
Distribution Indieconmies of Scale
-
External Indieconmies of Scale
So why the harsh title “…or else!”? What is so horrible that will happen to you if you don’t start cooperating on some level? Well, for first time feature filmmakers, 99% will make one film, it won’t come out to its full potential, it won’t make its full potential in $, and you won’t get to do what you love for a living…There are second chances in life and in filmmaking, but margins are getting smaller and competition for new-found audiences is rapidly growing. For IndieStreet’s second feature film production, Intruder on Hoyt Street, we have obtained an amazing script, 3 brilliant filmmakers + myself, and an acclaimed Indie film actress, and it is still taking all of our combined talents, passion, energy, and equipment to ensure the proper completion and strategic distribution of the film. And that is four experienced filmmaking self-distributors working in a group to benefit from Indieconomies of scale.
So…cooperate or else what? Or else do not complain about your 9 to 5 job and how you could have been a filmmaker. You could have been… I hope this post was in some way inspiring, but now it’s time to get back to working on something you love, and we hope you can find someone else to help with the same.
Next Up: Indieconomies of Scale part 2
Jay Webb – Jay Webb is an independent film producer/writer and small business entrepreneur who has discovered through trial by fire that it is literally impossible for him to choose personal capitalism over passion. Always balancing a life on both sides of the tracks, he has discovered that helping good people succeed (success=happiness) is the core of what drives him. The IndieStreet direct & “group distribution” film initiative is his personal Autobahn.
Web: IndieStreet.com
Twitter: @indiest_films
