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Truly Free Film

Independent Film’s Path To A Viable New Business Model

Guest post by Jeffrey Ballagh, lead strategist for Novacut (Note from Ted: I have not used Novacut, but heard what they were aiming for and asked Jeffrey to explain it to all of you.)

The future of distribution and funding for independent film relies on the Internet. The technology to forge a new business model for independent film success is out there, but it needs nerd champions to build a venue where artist-to-audience commerce can thrive. To thrive, that venue must be the condensation point for the independent filmmaking community. For that to be possible, that venue needs a strategy for reaching critical mass and a damn good draw for filmmakers’ attention. This is what we know, and this is Novacut.

The spark? A pro-grade video editor that’s free and designed from the ground up to exploit recent advances in technology and community – to name a few: digital production, HDSLR cameras, online collaboration, and cloud computing.

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Truly Free Film

Rise Up And Curate! (Part 1 of 2): CINEFIST AND LIVE EVENTS

Today’s guest post if from filmmaker Zak Forsman.

If you haven’t heard of CINEFIST yet, let me explain what it is: myself, Kevin Shah, Jamie Cobb, Neha Shah and Erik Reese — all members of the Sabi Pictures family — needed a new company to separate the production of our films from the distribution and exhibition of them. CINEFIST was born out of that need. When people ask, I say “it handles all things distribution and exhibition.”

If you were to visit the web site you’d see that in addition to an online store (selling DVDs, soundtracks and posters), there is a section for our Quarterly Los Angeles Screening Series and some tools and services on the horizon like our own VOD portal, a private invitation-only community forum, and a digital cinema census. For the purposes of this article I’m going to focus on the screening series, why we started it and what we’ve learned about live events.

In September 2009, I was reading this blog, Ted’s blog, and an new article entitled “18 Actions Towards A Sustainable Truly Free Film Community”. In that article he listed a number of areas where a member of our community could deepen their involvement through mentoring, collaborating, learning, evolving and more. As I went through the list, I was happy to note that we were doing each of these in one form or another with one exception — curating. We weren’t involved in supporting other filmmakers’ work or elevating our local community’s awareness of the works we admired.

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Truly Free Film

The Future Is Ours If We Seize Today

Today’s guest post is from filmmaker Amos Poe.

“If you’re an American filmmaker, you’re a Hollywood filmmaker.” – Martin Scorsese

There’s been much talk lately about the current state of “independent” filmmaking which includes all aspects of fundraising, production, post-production and distribution. This is my perspective based on 40 years of experience and a modicum of hope.

In 1969 when I got my first Super 8 camera and started making films – needless to say, I had no idea there was such a thing as a “film school” –  I picked up a book called “The Moguls”. As I recall (I’ve long since misplaced the book) it had a number of chapters, each dealing with a different man responsible for inventing and building Hollywood. All were immigrants – Louis B. Mayer, Harry Cohn, Adolph Zukor, Schenck etc. One chapter, I think it was Adolph Zukor, a German immigrant, went something like this.

Zukor was in the haberdashery business on Flatbush Avenue in Brooklyn. He sold shirts, ties, suits… to men. One day a guy walks in and looks around, sees that there’s empty space in the entryway. Zukor walks up to him, “Good morgen. Can I help you?” The guy says, “I wanna help you. Since this space is empty, how would you like to make some money from it?” “What do you have in mind?”, Zukor asks. “How would you like to put a few Nickelodeon machines here?’ “Vat’s that?” Zukor had no idea what these machines were, he’d never seen a nickelodeon machine, or a film for that matter.

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Truly Free Film

Thoughts On Audience Building

Today’s guest post is from filmmaker (and mind map builder!) Mike Ambs.

In a recent post here, Ted Hope listed “38 More Ways The Film Industry is Failing Today“; many of the questions and points made among the 38 stood out to me, and I’ve spent the last several days trying to openly brainstorm steps that could lead towards change. But today, I wanted to write about one in particular: Ted asked why we don’t encourage, or even demand, that a film build it’s audience (say, 5,000 fans) prior to production and greenlight.

For starters, I love the idea of audience builds. I think the practice of audience builds before a film gets too far off the ground would be a great shift in how we think of films, how we approach them, how to involve the audience long before they ever sit down in a theater – but it raises a few key issues:

Filmmaking is storytelling, and stories are told many different ways and take very different paths. Because of this, it might not be the best idea to mandate audience builds. One reason for this is it could, if taken advantage of, create yet another “door” that is opened easier only for some.

So the real question is, “why” take this route?

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Truly Free Film

Financing in a Post-Capital Plane: Reflections on Putty Hill’s Kickstarter Campaign

Today’s guest post is from Stephen Holmgren, Putty Hill’s producer.

Last winter, Putty Hill director Matt Porterfield and I met with a small group of friends at Matt’s house for a home-cooked Baltimore dinner. We were there to discuss fundraising ideas for Matt’s pending feature, Metal Gods, which we were determined to shoot over the summer. Matt had been polishing the script for years, and we were having success meeting great teen actors from local auditions. All we needed was some money to shoot and edit the movie.

We were open to working with production companies and investors on a variety of levels– wanting more than anything just to have something completed by our self-imposed September deadline. We had various budget levels, including a best case, worst case, and disaster scenario. We knew that, despite positive industry responses, the reality was that if this movie was going to happen it would most likely have to come from local financial support. We brainstormed a long list of ideas, knowing we needed to reach outside of friends and family, to people who supported the arts. At this point, Kickstarter was in its infancy and
not on our radar.

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Truly Free Film

Miao Wang On The Secrets of Her Kickstarter Success

We have a guest post today from Miao Wang, director of Beijing Taxi, set to premiere shortly in SXSW.

A number of people have asked me for my secrets in regards to Beijing Taxi’s successful recent Kickstarter campaign. Frankly, the campaign’s success far exceeded my expectations. As is often the case, I simply had no alternative. I had gotten the last of my rejection letters from the post production grants I applied for. I had just received my invitation to have BEIJING TAXI’s world premiere at SXSW. It gave me a much-needed boost of energy and a deadline to push for! I knew having SXSW’s world premiere would be a crucial element in the fundraising effort, yet it was a couple of weeks before I could publicly announce it. The pressure is on! It was either get into mounting debt for the post production expenses, or do my best to raise as much as I can! It seemed like a win-win situation. I had heard about Kickstarter a few month ago, but didn’t manage to find an invitation to post a project until the last minute. Luckily my friends at Argot Pictures came to the rescue and helped me secured an invitation. I was due to start color correction and sound mix in two weeks!

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Truly Free Film

Matthew Porterfield On Truly Collaborative, Egalitarian, & Economical Filmmaking

Matthew Porterfield directed 2006′ HAMILTON.  His new film PUTTY HILL debuts in Berlin on February 18th.  I was really impressed with Hamilton and leapt to the call when I heard he was using Kickstarter to finish the film.  I also asked him what he was up to.  The following is his response, and represents TFF’s first joint post with HammerToNail (additional photos available there).

2009 was the summer of my liberation. After three years developing a script I never made and marketing it to a sleeping industry, I declared independence and made a film without permission.

This film, my second feature, Putty Hill, will premiere this month in Berlin as part of the 2010 International Forum for New Cinema. It marks a fresh approach to American regional cinema that stands apart from the romantic, anthropological, and formally conservative examples that have emerged on the art‐house circuit in the last few years. This has little to do with my talent and everything to do with our means of production. Truly collaborative, egalitarian, and economical, the traits of our model appear in stark contrast to the division of labor and totalitarian authorship characteristic of most film productions, even those made on the smallest scale, still beholden to a model developed off the Pacific coast and commodified in the dead shadows of Manhattan.

As a commodity, independent film has failed. Yet, regional cinema, of all the arts, has the greatest potential to achieve something close to objective reality, if such a thing exists. Its ontological value cannot be denied. Yet, in order to reach its potential, regional cinema must be freed from the confines of the old marketplace and made in a manner that honors its subjects, its audience, and their environment as authors and players in a collaborative process of production and distribution.

Perhaps this is nothing new. We’re learning as we go. But, I’ll proceed as if our process is novel in these times, and for the sake of argument, if nothing else, detail the progression of Putty Hill from conception through development and into the early stages of distribution.

Putty Hill was born from the ashes of a full feature script called Metal Gods, which chronicled a week in the lives of a group of marginalized kids in Baltimore City who live and love heavy metal. I wrote it with my collaborator Jordan Mintzer. Determined to make our sophomore effort a memorable one (after our critically‐ acclaimed but relatively hidden first feature, Hamilton), we worked hard on developing a regional story with universal themes. In 2007, we began casting and assembling the ingredients to shoot in the summer of 2009. Money was a big concern – our low budget estimate was $350K ‐‐ and we peddled the project to everyone we knew and many we didn’t, inside and outside the industry.

In September of 2008, the screenplay was accepted to participate in IFP’s Emerging Narrative Program at Independent Film Week. This opportunity provided us with a chance to sit down with independent producers and financiers, and we had many meetings, friendly and informative, which resulted in broad smiles, handshakes and even some business cards. We followed up as best we could, but unquestionably, the most valuable thing that came from the week was a grant in the form of a camera rental from IFP and Panasonic. Going into Putty Hill, when we finally put Metal Gods aside, this was all we had: a camera, $20,000, and 12 days to shoot.Because we couldn’t find financing, our hand was forced, and there wasn’t the time to develop a new feature‐length screenplay. We decided instead, since we had cast, crew, and locations in place from our time spent in pre‐production on Metal Gods, to move forward with a five‐page treatment crafted from the experiences and environments familiar to the team we had in place. I hoped it was a feature, but was hesitant to call it one, having not directed such a brief and open scenario before.

In essence, Putty Hill wasn’t much on paper. It was an outline, a skeleton that my dedicated cast and crew, and the community at large through their unending support, brought to life. Each of us on production, from my students at the university where I teach, to my cinematographer, Jeremy Saulnier, were equally invested and involved in the success of the project. Every actor was non‐ professional; our AC was also the Head Gaffer; one of my producers had never worked in film before, neither had our script‐supervisor; my wife was the costume designer; our editor had never cut a narrative feature; local businesses donated food, services, and equipment; people took off work and didn’t get paid. Writing this, I realize I’m describing the familiar clichés of the low‐budget indie film experience ‐‐ it’s nothing new. Where this project differs from the norm can be seen onscreen, in the product, which honors the contribution of every component member of production. If nothing else, I’m confident of that. Plus, it’s sexy as fuck.

Though we’ve been invited to premiere at the Berlinale and SXSW, Putty Hill is unfinished. We’ve amassed over $10K in credit card debt, none of which has gone to compensate our post‐production team for their services. In addition to debts owed, we have large festival and marketing expenses mounting, upwards of $20K.

If our production followed the Pedro Costa model, let’s say, our post and distribution strategy follows the Four Eyed Monsters model, thanks in large part to Kickstarter, a site developed under the influence of the fundraising and marketing strategies originated and implemented by Arin Crumley. In keeping with our objective to focus on the local while reaching the widest audience possible, we’ve mounted two successful fundraising campaigns in Baltimore, Maryland, which have raised over $5K. These, in conjunction with the Kickstarter campaign, have helped us reach our projected goal of $10K in just one week. But that’s less than half of the money we estimate we need to complete Putty Hill and ready it for exhibition.

Ultimately, our methods of working and our limited resources have allowed my team the freedom to stay open to the potential for magic, which only appears when things are left to chance. There are no rules to follow to guarantee the emergence of magic (which, in turn, leads to an audience’s experience of surprise), but there are a list of things to avoid. I won’t go into them here, but you might guess what they are. Or maybe they’re different for each of us. As in life, when we wish to be free, we must be willing to break the rules and work outside the system, even in the face of poverty and obscurity. I make $20K a year, yet I’ll continue to pay my collaborators first. How about you, filmmaker? What do you make?

— Matthew Porterfield