Categories
Truly Free Film

Rachel Gordon on “Streaming Educational Media”

Rachel Gordon first posted on this blog about tapping into the educational market, and what we need to do to be in a position to benefit from the opportunity before us. Today, Rachel continues with an update on how that market, like everything else, has evolved during this Age Of Digital Disruption.

Like the rest of the media consumption world, educational uses for films no longer solely occur by watching DVDs. Though non-theatrical forums are still mostly reliant on physical copies to screen, there is a growing trend of streaming media for classes. This is done in multiple ways: using a provided username and password at a designated website, logging into a central institutionally-owned server to watch a film in preparation for an upcoming lecture, or training people in several geographical places at the same time.

Included in this post are collaborative initiatives that benefit both parties – producer and cultural organization – using media. It makes the audience base larger while showcasing progressive agendas and cutting edge ideas. Everyone should think about what kinds of unique projects can be expanded on from even a portion of the films they are creating, or scenes that might have been deleted but still hold value. Admittedly, most of us would prefer to have an entire piece being seen but if a group of people can benefit from isolating a 5-minute clip, this should still be fostered.

Some recent impressive uses of media used by organizations in an online streaming capacity that create social capital and extend human awareness are:

The College of Direct Support began a Film For Thought (FFT) series, utilizing Body & Soul: Diana & Kathy as a tool for training direct support providers, state agencies, and colleges with personalized stories of people with disabilities. Body & Soul: Diana & Kathy is the story of two women with different disabilities – one with Down Syndrome and the other with Cerebral Palsy – who help each other to live independently outside of institutions and lobby Congress for disability rights.

Film for Thought (FFT) Courses are courses built on one film. Their curriculum is designed for learners to connect CDS courses, content, and learning to the main themes and story line of each film chapter. Learners are also asked to integrate this with their work as a Direct Support Professional or Frontline Supervisor. FFT courses will help learners see, hear, and feel how many of the issues are played out in the real lives of people with disabilities. Currently, over 800 individuals have used this course.

You can see more about the program by clicking here.

The Roshan Foundation is a nonprofit organization supporting the preservation, transmission, and instruction of Persian culture. In a pilot project to reach out to new students attending university courses in Asian studies, they decided to use cinema that came directly from the region and collaborated with AsiaPacificFilms.com, a streaming-only service that showcases over 500 films from every Asian and Pacific community worldwide. The foundation took 24 of those films and created a curriculum, with academic introductions, to provide faculty and students located anywhere immediate access to this cultural resource through a designated portal. You can see the creatively multi-layered result by clicking here.

It was a success and now a similar program focusing on Korea is in the works.

Freedom Machines, a film which originally aired on POV, about how assistive technology helps people with a variety of disabilities to actively participate in their communities, was placed on the internal server of Sun Microsystems, in its chaptered sections, for employee education. It was made accessible throughout all of their offices internationally to show how and why disability accommodations in the workplace are necessary. Progress Energy is also utilizing the film as part of its diversity initiative in explaining the complications of barriers in any corporate setting.

The film Monica & David, about a couple with Down Syndrome who gets married which was broadcast on HBO, collaborated with the American Council for the Blind. This unique partnership provided the filmmaker much needed accessibility features for creating their DVD while expanding the audience online to people who were visually-impaired by creating audio description. For the HBO broadcast debut, an audio described version of the film was produced with ACB Radio, who was able to enjoy a free simulcast stream that night. ACB Radio is American Council of the Blind’s free online station.

These examples wouldn’t be on the top of anyone’s lists as initial ideas in marketing plans or distribution strategies, but they’ve all increased public awareness of important causes while providing some extra income, technical tools, or exposure for filmmakers. So I highly suggest keeping your eyes and options open for similar opportunities.


Rachel Gordon is a New York based independent filmmaker and consultant who started Energized Films to help other filmmakers, and distributors, expand the audience of their media into receptive homes in academic, non-profit, and other specialty markets. She’s currently developing a comedic feature about feminine fear of commitment, making a documentary about homeopathy, and speaking to film schools about the importance of teaching distribution to students.

Categories
Truly Free Film

Joke and Biagio on “How to Build an Emotional Connection with Your Audience”

Posts about how to use crowdfunding effectively have become a bit of mainstay in the indie film blogosphere. But that doesn’t make them any less crucial. Crowdfunding has become the most-talked about new tool in a filmmaker’s arsenal for getting your movie financed. It’s an intimidating commitment, particularly if you want to do it well. Luckily we all have a community to turn to, a community that has been very generous with their shared knowledge. Joke and Biagio, a husband & wife filmmaking team, collected their favorite & most helpful crowdfunding posts recently — and having included a post from this site SPRANG to my attention. They not only found posts that were useful, but also were then able to recognize what was missing. Today they guest post and fill in one of those gaps: the emotional connection between your crowdfunding campaign and your audience. Thanks guys!

The internet’s a crowded place. Everyone’s promoting something. A product, a cause, a film…

Make your movie stand out from the crowd by connecting with people on an emotional level.

How the Heck Do I Do That?

Below are some best-guess tips from our experience making and promoting Dying to do Letterman, our feature documentary which will qualify for Academy Award® consideration at DocuWeeks™ 2011.

So far, the audience response has been emotional — and beyond our wildest dreams.
In looking back, here’s what we’ve learned.

1. Start With a Project that Makes You Emotional.

Oodles of filmmakers miss the mark on this point.

If the mere thought of the film you’re planning doesn’t make you laugh out loud, bring tears to your eyes, keep you up late at night and bounce you out of bed early in the morning, make another movie that does.

You’ll never move an audience if the project doesn’t move you.

2. Connect To Others With Your Film’s “Story”

We’re not talking about “plot” or “script” here.

What’s the story of your film?

Why are you making it?

What extraordinary circumstances in your own life gave you no choice BUT to make this movie?

From the dawn of time great stories have bonded people, creating a shared human experience. Today those stories are told around campfires, water coolers, and dinner tables.

No one’s going to retell your elevator pitch to their friends, but they will relate an amazing story about a filmmaker they met.

When it came to our story, we were “lucky” (as filmmakers, anyway) to have an emotional behind-the-scenes story.

Before sharing this example, we acknowledge you might not have such built-in emotional circumstances. That’s okay. Find your story that connects with people on a gut level–a story they want to retell to others–whether funny, horrific, inspiring, or unbelievable.

Ours went something like this:

“One of our best friends is a stand-up comedian and he’s always wanted to perform on Letterman. We just found out he has cancer and might only have five years to live. When we called to see if we could help in any way, he told us he’s dedicating what’s left of life to chasing his dream, and asked us to film it. It was a hard decision, but we’re throwing in our life savings and seeing the movie through to the end.”

That story moved us. It moved the people we told. They told others.

Find your story.

3. “Social” without the “media” part…

Social media will be a huge part of promoting your film, but nothing can recreate the emotional connection made between two real people.

In person.

No computer in the middle.

Find any excuse to personally introduce yourself to your potential audience.

In our case, during the filming of the documentary, we went out of our way to shake every person’s hand, learn their name, and thank them for their involvement…even if they were just casual passers-by.

At every film festival screening we walk through the line before the film starts, introduce ourselves as the filmmakers, and sincerely thank people for coming to our movie.

We now know many of them by name, and they actively keep in touch on Facebook and Twitter, as well as our blog and the official site — the perfect time for “social media” to step in and help out.

4. Share Your Emotions On Video

Allow your potential audience access to your life by posting regular video updates on your filmmaking journey. (This is something we started far too late.)

Be real. No one wants to support a “too cool for school” filmmaker. People support those they can relate to. Show you’re as vulnerable as the people you’re reaching out to every day (as long as you’re genuine.)

It’s probably no coincidence that the day this video went up we raised about $10,000 for our Kickstarter campaign. We almost didn’t put it up because it was a little embarrassing.

Clearly, that would’ve been a costly mistake.

5. Swag vs Mementos

me·men·to/məˈmenˌtō/

Noun: An object kept as a reminder or souvenir of a person, place or event.

swag /swag/

Noun: Not a memento.

How many film festivals have you been to where you’ve been hit with buttons, mugs, pens, tee-shirts–you name it?

Some swag is clever. Some isn’t. Most you’d never give a second thought.

Rather than spend big money on swag, spend mucho time coming up with a creative, inexpensive item your potential audience might actually hold on to — even cherish — in the years to come.

It’s not easy.

In our case, after weeks of brainstorming, Steve Mazan (subject of Dying to do Letterman) said, “You know, I was dying to do Letterman, I wonder what everyone else is dying to do?”

He then came up with our “I’m Dying To…” buttons.

They’re blank in the middle, and Steve personally writes people’s dreams on them with a sharpie. We street team days before the movie plays (and by we, we mean the two of us, Steve, and whoever else we can con into it) and give people their “dream buttons” along with a flyer listing our screening times.

People wear the buttons, strike up conversations with complete strangers about their buttons, all the while connecting their own dreams back to our movie.

We credit those buttons with our numerous sell out crowds, standing ovations, and a more amazing launch to our Kickstarter campaignWe’re Not Psychologists

We’re just indie filmmakers who want others to be as passionate about our movie as we are every day.

Over the years we’ve been lucky to work on many different types of film and TV projects, but we’ve never had such enthusiastic audience response and participation until now.

The difference?

People are connecting to our film emotionally.

Work hard to achieve that, and your film may be one of the lucky ones that breaks out.

We’re hoping Dying to do Letterman proves to be one of those films.

We get emotional just thinking about it.


About Joke and Biagio:

Wife and husband team Joke and Biagio are best known in the unscripted world for executive producing “Scream Queens” on VH1, “Commercial Kings with Rhett and Link” on IFC (currently airing Friday Nights at 10pm/9 central) and the upcoming documentary series “Caged” on MTV. Other credits include “Beauty and the Geek” and “Oh Baby, Now What?” The duo earned their documentary wings under acclaimed filmmaker R.J. Cutler (“The War Room,” “The September Issue”) and honed their reality TV skills working with luminaries like Mark Burnett. Their company, Joke Productions, Inc., is growing fast. They blog and tweet about making film and TV at www.jokeandbiagio.com and @JokeAndBiagio.

About Steve Mazan:

In the decade since starting in the great San Francisco comedy scene, Steve Mazan has played clubs, colleges and corporate events across America. In addition, to reaching his dream of performing on David Letterman’s show, he’s been a repeat guest on Craig Ferguson, Byron Allen and the Bob & Tom Show.

But of all the shows Steve has done, he remains most proud of the many trips he’s made to the Mid-East to perform for our troops. As a former Navy Submariner, Steve knows how much those men and women sacrifice for our country, and how much they need our support, and someone to laugh at.

Categories
Truly Free Film

Matthew Chapman on “How Do You Make Sure You Are HAPPY With Your Film?”

Some subjects are truly difficult to confront on film, both from a personal and public perspective. Creativity generally requires confrontations — with oneself, others, and the world at large. Those of us who indulge in these battles, recognize that we — and our work — are better for it. Personally speaking, I think it even extends much further: our culture and our world are better for it too. But that doesn’t make it easy.

What does make it very satisfying, is to be able to stand back after it all, and recognize that the initial decision, the one to engage, was not just justified, but ours. It is that decision that makes a movie our movie. And it is that decision too, that I think allows a film to speak personally to a veiwer, to help them recognize that this film is not a corporate product, but something truly heartfelt. Writer/Director of THE LEDGE (currently in theaters) Matthew Chapman guests today, and captures that feeling perfectly.

My film, “The Ledge” has been out in theaters for a week, on VOD and iTunes for a little longer. It’s the story of an atheist forced to choose between his own life and someone else’s. It’s a a suspenseful thriller with an internal debate that’s pissed off a lot of people, among them Bill Donohue of The Catholic League. It’s the first film I’ve made in 20 years, and here are some of my thoughts about coming back.

I took my daughter on a ghost train. When it finished, she said, “That was horrible – let’s go again.” This is how I feel about making movies. After forty or fifty long hard days in a row, you say to yourself, “I can’t wait for this to end.” A few days later, you start thinking, “I want to go back and this time do it right.” I stopped directing twenty years ago. I wanted to see my child’s first year of life and knew if I was directing I wouldn’t. I fell into a lucrative groove as a screenwriter and came back to directing only when she was grown up. I look at my movies from before this paternity leave and see the work of a stranger.

By 2008, I’d written two well-received non-fiction books and enjoyed a simple and direct relationship with two literary editors. When it came to writing screenplays, things became harder. No one in the development process was exactly wrong, but they couldn’t all be right. Taking notes from so many people flattened everything. For every risk I took with character, someone would say, “But I’d never do that.” “Quite likely so,” I’d think, “but I would.” Characters became less interesting, so plot became less interesting. I generalize, of course; I had many happy creative relationships, in and out of the studio system, but they occurred despite the system rather than because of it: someone was brave enough to take charge – a strong producer, director, or executive. But as the studios made more tent poles, there was less work and confidence and courage became rarer.

A good script of mine became such a bad movie I took a plane to Belem at the mouth of the Amazon, got on a boat, and headed upriver to avoid the shit I knew would undeservedly fly my way when it opened. One day in a hammock watching Manaus go by, I decided to go back to directing. I was proud of my books, but not of my movies. From now on, if anyone was going to fuck up my writing, I’d fuck it up myself. As much as possible I’d do it on my own terms: for a start, I’d write a script that most likely no one would make because it would reflect who I am (a member of one of the most reviled minorities in America), but I’d enjoy writing it, and if it failed to come alive as a movie, I could at least say, as I could say of my two books, “This is mine.” I realize that to admit defeat before you start is not the American way, but it was liberating.

A poll of American voters found that while 72% would consider voting for a Mormon presidential candidate, 55% for a gay candidate, only 45% (the lowest score out of all the categories) would consider voting for an atheist. Why you’d vote for someone who is credulous enough to believe the peculiarities of the Mormon faith, but feel uneasy about someone who simply requires a little proof before believing stuff seems strange to me, but then I am an atheist.

I decided to write a film about an atheist who comes in conflict with a fundamentalist with dire consequences. I wrote it in a form I’m comfortable with, the thriller. The story was stimulated by research trips I’d made for my books. These journeys were in large part explorations of the religious gut of America, forays into heartland beliefs. The fundamentalist (played by Patrick Wilson), is a man I have met many, many times. You don’t find him much in LA or New York, but you find him everywhere else. He’ll tell you that eight ninths of the world’s population, over five billion people, are going to burn in hell for all eternity and that you’re one of them – then he’ll smile pleasantly and ask if you’d like another cup of coffee. Spectacular acceptance of spectacular violence. His wife (played by Liv Tyler) is based on a woman I met in Tennessee who’d taken some beatings, sought comfort in a protective religious marriage, but now found it oppressive. The cop who tries to talk Charlie’s character off the titular ledge is a cross between a New York man and my father, who, like Terrence’s character, raised a child of adultery. The atheist (played by Charlie Hunnam) is based on me. His philosophical views, his past suffering, his mixture of insolence and (I like to think) charm are me. Charlie’s gay room mate (played by Christopher Gorham) is an amalgam of my uncle and his male partner who have been together for five decades and were the best example of a relationship that existed in my childhood. (The film is dedicated to them.)

Accepting defeat from the start, I wrote what I wanted. An often obnoxious, overly seductive atheist? Great! Seven pages of dialogue about faith? Fuck it, why not? An unpopular philosophical viewpoint? An unhappy ending? Who cares, no one was going to see it anyhow.

When the script was finished, it was good enough to attract two wonderful producers and the above actors, and to my great surprise, I suddenly found myself back on the ghost train. After a short but exhausting shoot, I was glad to step off. But now that it’s over, I already want to get back on. I had a wonderful cinematographer, Bobby Bukowski. All the actors were great. Liv Tyler is a revelation: her performance is the birth of a woman cinema actor who will go on working for as long as she wants. Patrick Wilson is, as always, brilliant. In my view he’ll eventually be judged one of America’s enduring greats. Terrence is marvelous. So is Charlie. The film was selected for Sundance to compete in Best US Drama.

In all the screenings I’ve been to, I’ve never seen anyone walk out of the theater except to go to the bathroom. I’ve had emails from people who have changed their views because of the movie. There have been reconciliations between believers and their gay relatives. Atheists from across America have written to thank me and spoken of what it’s like to be a non-believer in America, how hard it is to come out of the closet in communities dominated by religion. Women have written to say how they have been married to men like Joe, the fundamentalist, and how inspiring Liv’s character is to them. A mention of the film on CNN.com engendered over 5000 comments, atheists and believers debating faith. This was so unusual, I was asked to go on CNN myself to talk about atheism and “The Ledge”.

But mainstream critics have largely been in agreement with Bill Donohue of the Catholic League, and not liked the film. I expected this. If 4% of Americans are atheist that means 96% are not and 84% are definitively not! The film does not just attack Christianity, it attacks the whole concept of faith. These are sensitive matters and there’s no reason to imagine critics defy religious statistics to any great degree. Much of their and Bill Donohue’s criticism is focused on the character of Joe, the fundamentalist in my movie. Many of the critics could not believe in a character with such extreme religious views. I know from personal experience (backed up by many comments and emails from people who live away from the coasts and know many people like Joe) that this criticism is just ignorance. Statistics about the Old Testament bent of Christianity in America clearly show that men like Joe are terrifyingly common. Coastal snobbery relegates them to the powerless, irrelevant category of “white trash”, a cartoonish sub-species therefore less real, therefore less frightening. When someone from this category is then portrayed, he is, by circular logic, “cartoonish”, unreal, unbelievable. Of course, few people go around the interior of America asking people what they believe and how fervently. Because of my two books – both dealing with the battle between faith and science – I have done this, and what I found was that people like Joe are not white trash, they’re very human, very wounded, and often very intelligent.

The irony of the release of “The Ledge” is that it is opening theatrically in the two cities in America least likely to appreciate or benefit from it. Religion is not a great force in New York or Los Angeles. The towns that would really understand it are the ones in the middle. It’s great that it’s coming out on VOD and via iTunes and Sundance Now. It is from people who live in the middle of the country who have seen it via these other means that I am getting the most passionate responses, but it’s not the same as a theatrical opening where local media are forced to cover it and debates break out outside the movie theater, in the bars, cafes, and churches.

Has negative criticism depressed me? A little. Has the almost unprecedented debate that’s broken out as a result of the movie made me proud? Very much so. Have the positive, often tearful reactions of atheists, agnostics, abused women, gay people, and young people looking for a new way to live given me joy? More than I can express.

If you asked me “Are you happy with the film?” I’d say “Yes.” I shot it in 20 days and only had a day of rehearsal, but, imperfect as it is, “The Ledge” is a pretty true reflection of who I am. It is, as far as anything can be that’s a result of such a collaborative process, mine. This is the beauty of independent film.

The Ledge is now playing at the IFC Center in New York, and at the Sunset 5 in Los Angeles. For further details visit www.ledgemovie.com


BIO: Matthew Chapman has directed several indie films and written or co-written several screenplays including “Consenting Adults” and “Runaway Jury.” He has also written two non-fiction books, “Trials Of The Monkey – An Accidental Memoir,” and “40 Days and 40 Nights – Darwin, Intelligent Design, God, OxyContin, and Other Oddities On Trial In Pennsylvania.” He is the President and co-founder of ScienceDebate.org, an organization trying to get the presidential candidates to hold a debate on science.

Categories
Truly Free Film

Peter Broderick on “Special Report: How Films Can Change The World”

One of my top motivations to make movies was to change the world. It still is true today. Often when I tell people that I want to make movies that either change the world, change cinema, or finance those revolutions, they often think I am joking. But I am quite sincere. To sort of quote the legendary producer Walter Wanger “Film is the world’s ambassador.”

I was not surprisingly thrilled to get Peter Broderick’s latest newsletter, and to find it not just on this subject, but with real info precisely on films that HAVE CHANGED THE WORLD. Peter has kindly agreed to allow me to share it here with you, provided you all NOW sign up for Peter’s Distribution Bulletin, here.

SPECIAL REPORT: HOW FILMS CAN CHANGE THE WORLD

Three new studies assessing the impacts of An Inconvenient Truth, The End of The Line, and Waiting For “Superman” finally prove Sam Goldwyn wrong. The Hollywood mogul famously declared, “If you want to send a message, use Western Union.” These reports highlight the real world results these films sparked and provide a new framework for evaluating the impacts of documentaries and features.

In the past, there was little research or rigorous analysis of powerful films such as Fahrenheit 9/11, Sicko, Super Size Me, and Food, Inc. Instead they were evaluated primarily on anecdotal information and subjective impressions. The appearance of these three new studies finally provides the research and analysis filmmakers need to better understand how to ignite social change.

An Inconvenient Truth, The End of The Line, and Waiting For “Superman” were each made to avert a looming crisis: global warming, the collapse of the world’s fisheries, and the failure of America’s public education system.

This Special Report includes exclusive coverage of the studies of An Inconvenient Truth and Waiting For “Superman,” along with a concise analysis of The End of The Line report.

THE END OF THE LINE – A Social Impact Evaluation

This exemplary report documents the significant changes The End of The Line produced, highlights the importance of brand partnerships, and provides useful lessons concerning social media and coordination with partners.

The film was described by The Economist as “the Inconvenient Truth about the impact of overfishing on the world’s oceans.” Produced in the UK by the invaluable Channel 4 BRITDOC Foundation and financed by the Esmee Fairbairn Foundation, this beautifully designed report is the product of an 18-month study, which used qualitative and quantitative analysis, focus groups, and media analysis. It concludes that the film had a major impact on public awareness of overfishing–directly on viewers and indirectly on nonviewers through the huge amount of press it generated. The report estimates that the PR value of this media coverage was £4,186,710, more than four times the budget of the film.

The study also concludes that the film helped create “a tipping point in corporate policy” that spurred a number of corporations to switch to sustainable sources of fish. The upscale grocery chain Waitrose sponsored the film’s release and promoted it in their stores, giving customers postcards about film and the importance of buying sustainable fish. The classy Prêt A Manger chain of sandwich shops totally changed its fish buying policy after its founder saw the film.

When I interviewed the visionary Jess Search (CEO of BRITDOC and co-creator of the report with her colleague Beadie Finzi) about the report, she shared her belief that businesses are “engines of change.” Top-down change (requiring legislation and/or elections) and bottom-up change (requiring widespread grassroots involvement) are very difficult to achieve, but if you can persuade corporate decision-makers that the change you are seeking is in their interest, hundreds of thousands of consumers can be affected.

The study features a brilliant graphic that illustrates the complementary and interlocking partnerships filmmakers need to build with foundations and philanthropists, NGOs and advocates, policymakers, the media and brands. The report shows how much difference a film can make – expanding public awareness of an urgent issue, changing consumer behavior, altering corporate policy, and providing advocates with an effective tool.

To read the rest of Peter Broderick’s Special Report visit here.

© 2011 Peter Broderick

Peter Broderick is a Distribution Strategist who helps design and implement customized plans to maximize revenues for independent films. He is also a leading advocate of crowdfunding and crowdsourcing, championing them in keynotes and presentations around the world. You can read his articles at www.peterbroderick.com

Categories
Truly Free Film

Seth Kushner on “Remembering Harvey Pekar”

Today marks the first anniversary of Harvey Pekar’s death. Very few people have had as great an influence on my life as Harvey. I was very fortunate to be able to collaborate with him and bring AMERICAN SPLENDOR to the screen.

I was thrilled to be approached by Seth Kushner about his current tribute to Harvey. I offer you a glimpse of it here.

CulturePOP Photocomix was born out of Seth Kushner’s desire to fuse his love of photojournalism, personality profile, and comix into a wholly unique form. Through this prism, Kushner has profiled such diverse personalities as toy designer Super Sucklord, author Douglas Rushkoff, comedian/musician Reggie Watts, artist Cynthia Von Buhler and auto-bio comix pioneer, American Splendor’s Harvey Pekar, on the one-year anniversary of his death.





Read the whole thing right here.
Seth Kushner — shoots portraits for such publications The New York Times Magazine, Time, Newsweek, Businessweek, L’Uomo Vogue and others. Seth’s first book, The Brooklynites, was published by powerHouse Books in 2007. Currently, he’s working on his next book Leaping Tall Buildings: The Origins of American Comic Books, coming March 2011. www.SethKushner.com

Categories
Truly Free Film

Rachel Gordon on “Tapping into Educational Distribution Part 2”

Yesterday, Rachel Gordon shed some light on how you might make your film viable for the Educational Market. Now as much as we all hope to make a living by making films, I don’t think that is why most filmmakers enter the field. And as thrilling as self expression is, I often hear filmmakers cite another reason for the creative spark: they want to facilitate change. Today, Rachel provides examples of how the process of preparing for the Educational Market can also precisely do that higher goal of moving us towards a better world.

Adding to the idea of using media in education, this post will provide a broad view of integrating media with community change, as well as concrete examples of success.

If you ever watched a film in high school or college, or went to a screening at a local community center, you’ve already experienced media having an impact on a non-theatrical audience. Here is the short description of how that comes about, as well as specific situations from clients I’ve worked with.

The Collector of Bedford Street centers on a retirement-aged Jewish man with an intellectual disability who spends his days collecting money for a variety of charities that request him to do so. It shows him being an active participant in the community, and the mutual care-giving relationship between himself and his neighborhood – he’s able to continue collecting money for charities, and his well being is sustained through surrounding efforts.

This means that the main non-theatrical markets are (each of which will have subcategories): Disability issues, Aging/Gerontology, Jewish studies, Charities/causes, community activism, social work, and I could continue…

Now take one agency, perhaps one of the ones involved with the care of your subject, and get their perspective on your finished product. Show them a rough cut to get them on board and get ideas about who needs to know about what you’re doing. Be willing to give out preview copies to one or more of these organizations in exchange for feedback. Use their feedback in order to forward it to others who have similar interests.

Have a brief questionnaire with simple questions you can use for future reference and quoting such as:

How do you use the film?

What are some of the reactions you’ve seen?

Who do you think should see this?

To get specific, Collector has been used by Kiwanis International to help teach youth about the importance and joys of community service. Inspired by that, for the past couple of years, Roger Williams University has used Collector’s story, including filmmaker Alice Elliott as a speaker, at their student orientation to help demonstrate the positive change that results from participating in community service activities.

Every time a copy of your film leaves your hands, see who it went to and note what type of organization they are coming from. Write them thanking them for support and seek their feedback to build on, and quote as well.

When your film is showing, contact those in your interest groups to notify them, assuming you can invite others to see it. Or, even if you can’t, send out information about why it’s being shown in that community to those same parties. This would include public libraries, colleges/universities, local non-profit advocacy groups, etc. They may not be able to attend, but the screening provides community respect and they may at least check your website in interest.

Another concrete example was an event I recently coordinated for the Massachusetts Institute of Technology. The Women and Gender Studies Division decided to work with their Student Disability Services Department to host a screening of the film Body & Soul: Diana & Kathy. They wanted the subject, Diana Braun, to speak at the event, but Diana was overseas promoting disability self-advocacy in Uzbekistan through the American Documentary Showcase. In order to make a more powerful event, I connected with the local Arc in Massachusetts – a disability advocacy group – who spoke alongside me at the event. After screening the film a lively discussion ensued about how to help ensure the independence of people with disabilities, and what any individual could do in support of disability rights.

Both of these films are under 1 hour long and both have been making significant impact in a variety of communities, and earning income in the process. If they can do it, any film can do if it you’re willing to put in the time and effort.

In the over-an-hour category is In Good Conscience, about a Catholic nun non-violently fighting for gay rights, with which we’ve managed to create public events at universities and churches. Sister Jeannine speaks with the film, along with filmmaker Barbara Rick, and it gets used as a tool to discuss bias, bullying, LGBT inclusion, and religious integration.

Another film over an hour, which also had a theatrical run, that I’m about to attend the American Library Association in support of is The Most Dangerous Man in America: Daniel Ellsberg and the Pentagon Papers. The film is screening during the conference, and Daniel Ellsberg is also speaking there in an entirely separate program.

These engagements take some time to plan, as these institutions need to prepare budgets well in advance in order to prepare travel arrangements, technical support, etc. When an event happens at a university, chances are the institution will take an extra step of coordinating multiple activities with different departments to get their monies’ worth – such as the film or journalism department, schools of Social Work, Student Activities, etc.

It’s also worth noting that films can have a long lifespan in the educational environment, where acquisition and usage are based on theme and research areas. So a film isn’t discarded or forgotten because it’s already been out for 2 years, it can find strong validity in the classroom for over a decade. Creating and maintaining an educational and advocacy agenda can build you a worthwhile audience.


Rachel Gordon is a New York based independent filmmaker and consultant who started Energized Films to help other filmmakers, and distributors, expand the audience of their media into receptive homes in academic, non-profit, and other specialty markets. She’s currently developing a comedic feature about feminine fear of commitment, making a documentary about homeopathy, and speaking to film schools about the importance of teaching distribution to students.

Categories
Truly Free Film

Rachel Gordon on “Tapping into Educational Distribution”

For Indie Film to thrive, a producer must consider all revenue streams from the beginning. Of course not every project, is applicable to every opportunity, but nonetheless, you want a box to check for each. The Educational Market is one platform that goes unchecked for many filmmakers. Let’s change that!

Filmmaker, and expert on this field, Rachel Gordon graciously offered to share what she knows of this field with you.

I began working with non-theatrical distribution at the National Film Board of Canada over 10 years ago. As a filmmaker, the experience of finding new markets for films that were under an hour, and even animated, was exhilarating as I’d worked on so many films that would never see the inside of a theater.

Educational distribution is broadly defined as any usage of media that is not consumed in a traditional theater, or home video setting. Examples include, but are not limited to: classrooms – both K-12 and colleges, museums, non-profit/advocacy groups, etc. It is not an exact science, and it often takes longer to start seeing returns than people have patience for. If you stick with it long enough, though, you’ll connect directly with an invested audience that will keep up with your projects.

So discussed here is how to make your film an educational tool, no matter what its length or genre, and hopefully pay a few bills in the process. This should not be relied on as your only form of income. Academic environments take longer because people plan courses ahead of time so expect this outreach process to take a minimum of 6 months, up to a year, to hit solidly.

Technical preparation:

1. During DVD creation, provide chapters of your film that are 5-7 minutes long. Don’t randomly pick the timing, use whole thought segments.

2. Disability accessibility features such as closed (or open) captioning and audio description may seem like “extras” but are becoming more necessary as state agencies and educational facilities adopt ADA (American with Disabilities Act) specifications into law.

3. Study guides are highly useful, as your way of helping any audience understand what they are supposed to get out of watching your film. Educators appreciate these as they often lack preparation time and energy.

4. Be prepared to process orders in any way that is convenient for your customers – including check, purchase order, credit card. If you make it hard to buy or use your film, people will lose patience and not ask for help.

5. Be flexible about how the content gets delivered. Current options include DVD, streaming, digital download, closed-circuit/institutional television, and the right for media to be accessed from a central server.

6. Be creative with photos and artwork. DVD covers should include pictures, synopsis, and quotes. If you hand someone a clear case, it’s going to look bland, uninteresting, and less reliable as an educational source.

At the beginning, you want to get some copies out to organizations that have like-minded ideals. Reach out to them and be prepared to send them review copies with such questions as:

How would you use the film?
Who do you think should see this?
What social action goals does this film serve?

Every time a copy of your film leaves your hands, see who it went to and note what type of organization they are coming from. Write them thanking them for support and seek their feedback to build on.

It’s also important to send review copies to the top educational publications – almost every media librarian in the country subscribes to them – university and public libraries alike – and they also peer-review the materials. Give about 3-6 months time for them to get to it. These publications include (but again, aren’t limited to): Video Librarian, Educational Media Reviews Online, Library Journal.

There are academic studies dedicated to any subject you can think of, and they all use media as a tool with which to engage their students because they realize that students are consuming online video content. The academic world extends beyond the classroom to include conferences, publications, and professional development.

It is, and seems like, a long process, but what you get from all of this work are people who do come back and want to continue to use your media to help with their programming. What is also amazing is how positive and supportive educational environments are. Librarians who use and promote your work respect copyright issues, talk on a variety of listservs about content that they find helpful, and are generally quick to respond and answer questions about what is going on in their worlds.

Rachel Gordon is a New York based independent filmmaker and consultant who started Energized Films to help other filmmakers, and distributors, expand the audience of their media into receptive homes in academic, non-profit, and other specialty markets. She’s currently developing a comedic feature about feminine fear of commitment, making a documentary about homeopathy, and speaking to film schools about the importance of teaching distribution to students.