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Filmmakers Toolbox: Working with Nonprofits and Political Groups
Independent filmmakers often approach Robert
for advice on how to get their film to the public
via nonprofit groups and other political and social
organizations. His answer begins with a warning. “You
cannot expect an organization to distribute your film,
because it’s simply not their job. Their job is to affect
social and political change.”
Robert believes that involving organizations early in
a film project is crucial. “You want to bring in your
partners while you are still making the film, which gives
you time to get in synch on everything from the political
message of the film itself to the timing and techniques
that will be used in the grass-roots campaign.”
Emphasizing that alternative distribution really is an
alternative to the traditional entertainment channels,
Robert tells filmmakers with grass-roots aspirations
to expect to forego the ego-gratification of the indie
film circuit. “You can’t have everything. If you want a
splashy premiere at a major festival and an art house
theater run, then you should go for it. If you want to
create social change, then you make a different set of
choices and focus on working with groups that can
help make change happen.”
One of the big questions facing political filmmakers
is whether they are looking for a sequential or
a simultaneous rollout of their film. Traditional
entertainment distribution is based on the idea that
each distribution channel is made available during
an exclusive window. First the film can be seen in
theaters. Then it becomes available on DVD and
pay-per-view. Later, the film is shown on advertiser supported
television. As time passes, it becomes
cheaper and easier for a viewer to experience the film,
enticing additional customers who may not have been
willing to make a special trip to the movie theater.
Yet films dealing with timely social and political issues
can lose a significant amount of their impact over
time. One of Robert’s primary innovations has been to
simultaneously release his political films in as many
channels and formats as possible, creating a white-hot
moment of publicity and political activation.
More excerpts:
- Confronting the President
- Refining the Model
- Working with Nonprofits and Political Groups
- Reaching Out to Organizations
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