William Mitchell College of Law hosted a conference on “The Future of Entertainment Distribution” last Friday afternoon. The first panel was concerned with film and TV (or video, as the case may be) and featured Dan Satorius, co-chair of Lommen Abdo Law Firm as the moderator. The panel consisted of Jon Garon, professor of law at Hamline University Law School, Marcelino Ford-Livene of Intel Corporation and Ted Cohen of TAG Consulting in Los Angeles.
Whenever I listen to or get involved in a conversation about the future of media distribution, it doesn’t take long before my head starts to hurt but I did manage to glean a few nuggets of information before the talk ended and the entire room stampeded to the front to ask more questions or to the back to grab a cookie. Here’s one marketing technique that’s not going away anytime soon – winning people over with free food.
Some of the discussion on the collapse of the indie film market. As studios rely more heavily on what is referred to as “tent pole” films like Transformers or entertainment experiences that have yet to be replicated in homes (like 3D, although Apple is just one of several working on a 3D screen), the indie film is left amidst the rubble of the more traditional distribution model we used to know. Increasingly, domestic distribution is something that needs to be hammered out before production even begins. Budgets need to include costs for theatrical release, as the likelihood of theatrical distribution deals after production decline. How can an indie film or documentary accomplish this?
There was much bandying about of the phrase “crowdsourcing.” Crowdsourcing, according to Wikipedia, is “leveraging the mass collaboration enabled by Web 2.0 technologies to achieve business goals.” So, basically, you get a bunch of people to perform a task an individual or business would have had to take on themselves in the past. How it’s applied here is in terms of fundraising for a film. You start a dialog with your intended audience or niche (hopefully you already have an online presence) before you start production. You ask them to “crowdfund” your film with small donations. The example given on the panel was offering a thank- you in the credits for every person who donates $25. Then a thank- you plus an invite to the premiere for every $50. Then a thank-you, premiere invite and festival tickets for every $100. You get the idea.
Then you work on setting up advanced bookings to screen your film at independent theaters. You develop a website for “fans” even before the movie is finished. If you are particularly savvy and/or well-connected or there is an obvious link, you take on a sponsor to help fund you with the promise of rewards and visibility for them once the film comes out. This could be done through product placement (which many of us think of as an evil phrase but just about every network show seems to do it – even Dwight on The Office used a paper shredder from Staples in one episode and in another he goes to work there!) or it could be that an environmental organization wants to see your documentary about three-headed frogs get made so that it can further it’s own cause of clean water, air, soil, etc.
So some filmmakers are essentially pre-selling their projects in new ways, which requires them to be much more entrepreneurial than in the past. An online search for films following this model brought me to the Facebook page for Urban Scumbags vs. Countryside Zombies, a film from the early 90s that is being redone and some of it re-shot. Their donation levels are as follows:
For a contribution of $20 you can be a zombie in the May reshoots in L.A.
For a contribution of $150 you can be a featured bloody, rotten zombie in the reshoots
For a contribution of $550 you can be featured as the dead zombie rising from the grave
For a contribution of $1000 or more you can be a named zombie with a unique kill and credited as an associate producer in the film and on IMDB
Buying a Pre-Sell Special Edition DVD is a great way to help us out now and get a valuable, limited-release DVD or DVD set after the film is released later this year. “Rotten Hand Limited Edition” DVD Set – We “removed” the left hand of 20 zombies, and now offer them for sale to you, along with the original and reanimated DVDs and a bonus DVD.
“Rusted Special Edition” DVD Set (a limited release of “rusted” metal cases which includes the original and reanimated DVDs) or a “Steel Edition” DVD (the reanimated version in a full-size, metal-encased DVD).
So you see how some filmmakers are taking matters into their own… uh, zombie hands, here. Is this the route for everyone? Let’s hope not. But it could be the route to take if you’re Eric Olson from Grand Rapids and you’ve got a movie about doctors in space – which is great. Now there is a route for Eric Olson from Grand Rapids and his doctors from space. The Internet and all the new technology associated with it opens the playing field. The hope is that talent still rises to the top and gets funded on its third or fourth time out. But if you never raise the money for that first project, no one will know about you at all. You can be 2010 and attempt to “crowdsource” or you can be all 1998 and put the entire movie on your credit card. While we all may long for 1908, when rich patrons who took care of artists, rich patrons seem to be few and far between these days. Is there an online registry for rich patrons? Richpatrons.org?
I think what it all boils down to is that we are still in the “discovery” mode in terms of distribution in this Web 2.0 world. Develop your project and put it out there in a thoughtful way. It’s never too early to collect fans or “friends” or to think about the end result you’re hoping for. Assume your film will not be purchased in a bidding war at Sundance. Think about what body parts you might be able to sell.
That’s the spirit!