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Truly Free Film

Sherry B Ortner’s “Not Hollywood”: Producers and the Neoliberal Economy

Here’s another excerpt from Sherry B Ortner’s new book Not Hollywood, an ethnographic look at Independent Film since the late 80s. In this excerpt Sherry looks at social and economic background of producers in the independent sphere, finding that the majority come from upperclass background and educations.

The Sociology of Producers and the Neoliberal Economy of the 1990s

The independent producers who are part of this project are mostly within the age range of the filmmakers, Generation X, born between the early 1960s and the early 1980s. Some are a bit older, and most fall at the early end of the Gen X range, but on the whole there is not a major age/generation gap between the producers and the filmmakers. This is relevant in the sense that the producers and the filmmakers would share the worldview and the general aesthetic behind the independent films they make together. Beyond this, however, there are some interesting differences. First, gender: As we will see in the next chapter, women form a relatively small percent of directors and filmmakers. But it is a striking fact that women constitute almost half of the ranks of producers. In 1974, the Producers Guild of America (pga) recorded that 8 out of 3,068 members were female, or 0.3 percent (Abramowitz 2000: 65). According to Vance Van Petten, executive director of the pga, currently about 45 percent of its members are women (interview, December 13, 2007).

Next, class: It is an equally striking fact that independent producers tend to come from relatively high capital backgrounds and collectively are clearly part of the Professional Managerial Class or pmc. Many come from upper-middle-class families with significant amounts of money. Even if they are not all members of the pmc by virtue of money, they are almost uniformly so by virtue of higher education.

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Truly Free Film

Sherry B Ortner’s “Not Hollywood”: Dark Indies

Today we’re happy to provide you with an excerpt from Sherry B Ortner’s new book Not Hollywood. Subtitled “Independent Film at the Twilight of the American Dream”, its an ethnographic look at Independent Film since the late 80s. In this excerpt Sherry looks at the darkness that is endemic of so many independent features. What do you think?

Dark Indies

From the beginning of this project, I immersed myself in independent films. At first I was somewhat mystified. While many of them were compelling, many of them were also quite dark and, in one way or another, disturbing. They were clearly ‘‘not Hollywood.’’ This generated the first question of my research beyond the purely ethnographic: what was this all about? In Part I of this chapter, I tackle this general question of ‘‘darkness’’ and propose to understand it in terms of the generational positioning of a new breed of filmmakers, the first post-boomer generation usually known as Generation X. I argue further that ‘‘Generation X’’ represents not a particular cohort that ended at a certain point in time, but an ongoing and open-ended social entity that is bearing the brunt of the massive economic transformations called ‘‘neoliberalism.’’

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Truly Free Film

Forward! Film Funding’s Future

By Rob Millis

Two changes in tech and finance are about to have a huge impact on independent film: crowdfunding and the JOBS Act.

We all know about Kickstarter and IndieGoGo, the crowdfunding platforms that have been helping independent creators launch projects. These platforms and others have already been hugely successful with DIY projects and direct-to-fan networking, yet even after years of growing popularity they haven’t come anywhere close to their full potential.

Last year the Slated networking and fundraising platform joined the market as well. Slated offers a system geared toward film professionals seeking (or supplying) investment dollars. Unlike previous crowdfunding platforms, Slated’s approach is less about DIY and more about professional partnerships. In short, they are taking crowdfunding to the next level.

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Truly Free Film

Diary of a Film Startup: Post # 21: Delivery Begins

By Roger Jackson

Previously: Video-on-Demand Sales Tips

Distributing the Betas
We’ve started delivering films to video-on-demand outlets. That may not sound like much — we could have done it 3 months ago by sending them a hard drive. But these are highly complex — and automated — deliveries, with literally hundreds of variables in the transcode presets, the type of poster image, the metadata fields, the trailer, the subtitles or closed captions…an error in any element will get the film rejected by the very rigorous Quality Control (QC) at the outlets. We’re impatient to get the films live so we can share some links with you — but we’re sanguine also. Even after a film gets to Amazon or iTunes or any other outlet it can take up to 90 days to go live — like it or not, that’s the reality we face.

Greek, Spanish & English
We decided to use a foreign film — the stunning Greek drama DOS — as our very first delivery. It looks stunning, every outlet has ordered it, and DOS is a great “use case” since it involves three languages. It’s a Greek film — set in Spain — with English subtitles.

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Truly Free Film

Forward! Facebook Advertising

By Rob Millis

Facebook ads are perhaps the most targeted promotional tool available to filmmakers on a limited budget. Instead of tying your ads to search terms, Facebook advertising enables targeting based on location, particular interests, even employer.

Let’s say you’re promoting a documentary film about the Boston Marathon. Instead of spending money to reach a million people interested in “running” (who may not really care about marathons), you can focus ads more accurately by reaching people who have expressed clear interest in specific races like Bay to Breakers or the Boston Marathon, as well as those who have indicated that they are training for a marathon.

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Truly Free Film

Blue Potato — Knowing the Film Market

By Kavita Pullapilly 
 
Following a successful and well-curated Sundance Film Festival, this is shaping up to be a great year for independent films. But in order to be financially viable, significant planning and business strategies need to happen in script development and pre-production to make indie films appealing to the global market. 
 
Last year, award-winning filmmakers Aron Gaudet and Gita Pullapilly worked with a team from Harvard Business School to develop an innovative strategy for independent filmmakers and studios to work together successfully.  With their new feature film, Blue Potato, Aron and Gita have now begun implementing this road map that will allow both the filmmaker and distribution partner to limit their risk, increase audience reach, and maximize potential profitability.

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Truly Free Film

Diary of a Film Startup: Post # 20: Video-on-Demand Sales Tips

By Roger Jackson

Previously: Searching for Green Card

It’s now exactly 6 months since we started building KinoNation. We’re very close — a month or so — from opening the platform to the world. We now have deals with all the major US video-on-demand outlets, plus several non-US outlets. And doing more deals every week. There are never less than 2 films being uploaded to us at any time, and we have well over 100 movies in the Private Beta. We’ll have a representative at Berlinale and the European Film Market next week, and I’ll be in London in the spring to cement a series of deals with VoD outlets and content owners there. We have big — but also realistic — plans for 2013.

So I now feel moderately qualified to give advice on how to make a film stand out from the crowd — and it’s VERY crowded — in the world of video-on-demand. It’s all too common for filmmakers to pour time and money and passion into making a film, and then fall short on some basic sales elements. Video-on-demand platforms are remarkably similar to video stores. Both are segmented by film genres, and both have lots of titles arranged in some sort of grid — whether online or on-demand TV or on store shelves — that encourage consumers to scan dozens or even hundreds of titles quite rapidly. And then move on. So you have to grab audience attention within a couple of seconds. That’s not much time.