The New York Times recently published an article about Participant Media‘s struggle to profit from films they distribute about the important issues of our time. It’s no secret that social-issue docs and thoughtful fiction indies sell significantly worse than major blockbuster thrillers in 3D. Yet Participant’s efforts are compelling. They continue to work to distribute films and develop social action campaigns that go along with them. The challenge is not only making this distribution sustainable but being able to reach beyond the crowd of people who already support your cause. How to make a do-gooder film self-sustaining? Below are a few general suggestions:
- Help from the Community: Films like Waiting For Superman or The Cove need to be supported by more than just movie ticket sales. Screenings need to be supported by non-profit organizations and community groups whose work is aligned with the issues presented in the film. Marketing films is really expensive and so we need the activist networks already reaching to the wider world to spread the word.
- Help from Theaters: This may be controversial but let’s encourage theaters to support films with do-gooder messages to get a better cut of ticket sales. Many for-profit companies have a percentage of their profits go to philanthropic organizations. Why not encourage theaters who are profiting from films to support those that help to make our world a more open place?
- Help from Corporations: Do-gooder films need to rely on funding not just from non-profits and grants, but also from for-profit organizations. This funding model needs to work in a way that there is not conflict of interest; that underwriting is made without the organization having a say in the vision and voice of the film.
What are your ideas for making do-gooder films more sustainable?
