Often when I go online to look for a film to watch, I end up feeling kind of dirty. I grow depressed. It is not just about the movies I find (or fail to find), but much more so about how they are positioned. Films are sold online the same way that shoes are sold — in a grid with no community interaction. We create jewels and then discard them as garbage, never unlocking the true power they hold. Granted, this is what we are aiming to change at Fandor, but it is still the state of the land when it comes to online cinema. We can do better.
I don’t like always being sold to — and I don’t know anyone who does. Yet, I feel that my humanity frequently is only acknowledged because I have money to spend. This is how it feels generally when it comes to online cinema. It feels that what is valued most about a film or an experience is its ability to generate profit. We are failing to recognize cinema’s unique attributes, let alone emphasize them to consumers. If we reduce a film’s value down to its potential for consumption will limit the business it can do.
Film is a transformative experience — at least good films are. They change us. They change how we perceive things. They can
Indie filmmakers must change how they do things. Too many filmmakers’ actions are predicated on antiquated business practices. These old ways limit a filmmaker’s ability to build audiences and earn revenue. It is time for a serious change.
