In 2022 we have been paying attention to an aspect of film distribution we have largely ignored for several years beforehand: film festivals.
We have had rejections of course. With many festivals receiving thousands of entries, there will always be rejections. But we have also found some success. Machination has picked up several awards at film festivals for Acting, Directing, and Sound Design. Cats of Malta has been selected for the Melbourne Documentary Film Festival, New York Cat Festival, and other festivals we cannot reveal quite yet. Our latest Life Improvised film, The Dance, screened at Kinemastik International Short Film Festival in Malta last night.
But this handful of success has come at a cost of almost $1000USD so far in festival submission fees. Could this money have been better spent elsewhere? Like running Facebook ads for the release of Machination? Have we gotten enough return for our funds? In short: are film festivals worth the cost and effort?
Setting a Release Date for your Indie Film Still Matters
On May 20th, 2022, we released our latest feature film Machination via Vimeo On Demand. We knew this would be our release date since early April. We contacted a PR agency, October Coast, to premiere our trailer, spread the news about the release, garner interviews and reviews for the film, and basically help launch Machination. So far, so typical, right?
Not necessarily. The trend these days seems to be to release micro-budget films via a small distributor or a marketplace like FilmHub, wait for platforms like Amazon or Tubi to pick-up the film and randomly begin streaming it, and only then begin promoting the film. The idea is to release “everywhere all at once” so viewers have choices where to watch the film. They can also watch it immediately, instead of waiting for a particular date.
It is the instant gratification release, designed for an audience who have infinite entertainment options, and no patience to wait for your micro-budget film.
Read MoreGood, Fast & Cheap is Possible
Good, Fast, Cheap. Pick only two.
How often have you heard this adage? Maybe you have even said it yourself, especially if you have worked in the corporate video world and have dealt with clients who expect blockbusters on b-level budgets.
It is a popular and often hilarious meme, and an educational Venn diagram illustrating a reality check. If you want something fast and cheap, it won’t be good. If you want something cheap and good, it can’t be fast. Sure, you can create a great video or film with little money, but the trade off for not spending big is you’ll need to spend a lot of time and patience to achieve greatness.
But I am here to tell you that good, fast, and cheap is indeed possible in filmmaking. As micro-budget filmmakers, if we were to believe otherwise, we would be crippled with doubt before we even attempted to make a film.
New Year's Resolutions are Fleeting; Long-Term Planning is Key
The concept of the New Year resolution started around 4000 years ago with the agricultural Babylonians. During their ancient annual Akitu festival, which included crop harvesting and appointing a new king, the Babylonians focused on pleasing their gods. Over twelve days they made promises to their gods that they would pay debts and return borrowed tools. Keeping this promise would gain them favoritism from the Gods in the coming year.
Other cultures adopted a similar belief around New Year's resolutions. In ancient Rome 46 B.C, the new calendar was introduced by Emperor Julius Caesar, making January 1st the start of the year. Caesar named the month after the two faced God Janus. Similar to the Babylonians, the Romans offered sacrifice and made promises to Janus to show good behavior in the new year.
UNDER PRESSURE
It’s these traditions that we have to thank for the reason most of us feel the pressure around mid-December to be better versions of ourselves in many aspects of our lives once January 1st rolls around.
Which brings us to today. Why does our society still hold on to variations of these ancient traditions?
Read MoreI RETURNED TO THE 9 TO 5 ... AND LASTED ONLY 2 WEEKS
At the end of last month, I was working full-time as an editor and videographer for a Maltese news organisation. When I first saw the job advertised, I was excited. Filming news and human interest stories around Malta, editing videos, learning more about what was happening on the island, it sounded fantastic.
I was entering my fifth month of travelling around Portugal with Sarah, staying three months longer than intended due to multiple cancelled flights, so our bank accounts were running low, and we could use the influx of steady income. So I applied. I went through two rounds of interviews to land the job. I negotiated a higher salary due to my experience. I flew back to Malta with full-time work guaranteed and the prospect of an exciting new experience and even new career.
But even before I began work the voice in the back of my head was asking ‘are you sure you want to do this?’ I wasn’t. And the result was an awkward conversation with the boss announcing my departure only two weeks into the job.
Being a Kind Producer and Still Getting My Way - How I Find the Middle Ground
The golden age of filmmaking in Hollywood set up an image of a producer being the person who calls the shots and says what goes and what doesn't – outsiders often or not have this image of a white, male, most likely middle-aged big shot, totally comfortable with demanding what he wants and getting it too. He is assertive, which is a kind way to say mean or bossy (when talking about men anyway), and everyone drops to their knees, scampering all over the studio to please him and meet his requests.
In the modern world, we still have these important producers, but the image of them has changed slightly, along with the way producers operate, and importantly what has also changed is how the people working below the producer respond to their demands.
Our generation is accepting of producers of any gender, religion, race and colour, but we are also aware of the power imbalance that comes ingrained in the hierarchy of the film industry. This was demonstrated by the much needed Me Too movement, and what followed for industries outside entertainment with the Time's Up movement. Both proved that you can't be simultaneously worshipped and an insensitive asshole that abuses the power that comes from your role.
Read MoreReleasing an Indie Film During a Pandemic
In February this year, Sarah Jayne wrote an article about self-distributing our feature In Corpore. She talked about screening the film in a cinema in New York, one of the settings of the film, perhaps doing a tour of the country à la The Joyful Vampire Tour of America, and then doing cinema screenings in the remaining countries we filmed in: Australia, Germany, and Malta.
Well, none of that went ahead. The world changed, as we all know; a global pandemic brought everything to a standstill. And still we aren’t clear of the spectre of this virus, with different parts of Europe facing another lockdown, America still out of control, and Australia suffering too. The way films are distributed changed, perhaps irrevocably. Cinemas shut like so much else. The traditional release windowing model was scrapped, blockbuster films like Mulan streaming for free on Disney+ as a $200 million dollar experiment, while Tenet by Christopher Nolan stuck to its guns and became the first Hollywood tent-pole to launch in theaters following their prolonged shutdown, the bold move hailed by executives and media as the saviour of cinema.
It bombed. Studios were spooked. Cinema wasn’t saved.
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