Auteur? Shop your movie to the ‘soc-net’ set
Indie filmmakers plug into Web’s social networking sites to find finance, distribution, and feedback.
The pitch: a movie about a Jewish dwarf who survives the Nazi Holocaust by hiding in garbage cans. When director Minna Zielonka-Packer posted the idea on indiegogo.com, a social-networking site that connects independent filmmakers with cinema enthusiasts, the community helped raise $10,000 for the project.Skip to next paragraph
Subscribe Today to the Monitor
While that figure would barely cover the cost of the Batmobile tires in “The Dark Knight,” it was a windfall for an indie filmmaker. Financing in hand, Ms. Zielonka-Packer flew to Eastern Europe, where she had previously made a documentary about children of Holocaust survivors returning to Poland, and filmed several scenes for her new film “The Lilliput,” which is based on a true story.
“I would have to credit indiegogo for being there at a time when we needed them to forklift us,” says the New Yorker, who was also awarded a Fulbright Scholar grant.
Realistically, Internet fundraising will only subsidize a fraction of the $1.2 million feature – the early footage is designed to woo big financiers and distributors. But filmmakers such as Zielonka-Packer are discovering something musicians have known for years: Social networks can be dynamic tools for building a core audience. Even as established sites such as MySpace make fresh forays into the film industry, a host of social networks such as From Here to
Awesome, Indie Maverick, Indie Share, and Indiegogo have sprung up to help finance, market, and distribute indie films. For now, such sites may only have an impact at the margins. But their emergence underscores the degree to which independent filmmakers have to become wily entrepreneurs.
“Filmmakers are only a decade or so behind rock bands in the realization that they have to start developing a list or database for people who like their movies,” says Scott Kirsner, a journalist who writes a blog called cinematech. “The good news is that once you’ve built this audience, they might help fund your next movie à la Indiegogo, they might just buy the DVD, they might come out to a theater, they might tell their friends and help you market it. I think it can be really powerful once you have this direct connection with the audience.”
The minds behind MySpace seem to agree. In June, the nation’s most popular social network announced a project to empower its users to collaborate on a film adaptation of Paulo Coelho’s acclaimed novel “The Witch of Portobello.” (Clearly, it’s not aimed at fans of auteur filmmaking.) The project follows an audacious $2 million film called “Faintheart,” funded by the British arm of MySpace. The country’s MySpace users voted for the best story pitch by an unknown director, offered casting suggestions based on audition videos, suggested seven songs for the soundtrack, and weighed in on the script – even providing lines of dialogue. Mercifully, the thousands of participants stopped short of demanding screen credits on “Faintheart,” a comedy about battle reenactors, which gets a wide British theatrical release next month.
The new wave of filmmaker social-network sites have neither MySpace’s financial clout nor site traffic, though they hope to capitalize on similar fan enthusiasm. Indiegogo, Indie Shares, and Indie Maverick each offer variations on a basic formula: Filmmakers are invited to pitch a film; the online community votes for the ideas they like best; individual members are then invited to invest in the films, even if it’s just $10.