Social Media and Independent Cinema- Final Project

The first time the phrase "social media" was published was by Tina Sharkey (the co-founder of iVillage, former SVP of AIM and Social Media, and now the head of BabyCenter.com) in 1997. She used the term to refer to the Internet as being community driven. The term was used loosely through the late 90's and early 2000's when chatrooms and AOL were extremely popular. Then in 2004 Chris Shipley (co-founder and Global Research Director for Guidewire Group) coined the term to focus on business. Social media now referred to user-generated content or consumer-generated media. It is believed that social media utilization is a driving factor in the idea that the current period in time will be defined as the Attention Age.

Social media is broken down into three components:

1. Concept (art, information, meme)

2. Media (physical, electronic, or verbal)

3. Social interface (intimate direct, community, engagement, social viral, electronic broadcast or syndication, or other physical media such as print)

These components work together to create many different forms such as, concepts and slogans, electronic media sharing, media campaigns, and print media to be redistributed. By understanding the basic concepts of social media, independent filmmakers can use the knowledge to create social media campaigns to try to get their film distributed.

A film that took this knowledge really at the beginning of the social media stage was The Blair Witch Project. The Blair Witch Project was released in 1999 and went on to gross over $248 million worldwide, making it the most successful independent film at the time. The first rough cut of the movie was made for only $20,000. The film premiered at The Sundance Film Festival and soon after began it's global ad campaign. The campaign was groundbreaking because they used the Internet to suggest that the film was a documentary instead of a mockumentary. By creating the idea this was real footage from the filmmakers that had died it created a huge buzz. The buzz granted the film a wide release first in the U.S. and then a global release to follow.

The Blair Witch Project really paved the way for independent filmmakers to compete with Hollywood films. July 2009 was the ten year anniversary of the film being released.Entertainment Weekly did an interview with the filmmakers about what the movie meant at the time and how it holds up now. Check it out here.

The movie Paranormal Activity has become a huge success. So far the film has grossed over $100 million and the number is growing. It followed the success of 1999's The Blair Witch Project by using an internet net campaign to secure a wide release of the film. Director Oren Peli made film for only $15,000 and used his website for the film to get noticed. Peli used Eventful.com to have people demand the movie be released in their city. Paranormal Activitywas released the film in 13 college towns in the United States, 12 out of the 13 showings sold out almost immediately. The films distributor Paramount Pictures then decided the film would get a wide release in the U.S. The film also used Twitter to help promote the movie. Their Twitter account was appropriately named "Tweet Your Scream" and they encourage people to tweet their reactions to the movie. For example:

RT @josezuniga1: Paranormal Activity is one of the most intense, creepiest, & heart-pounding movies I've ever seen!5:17 PM Nov 9th from web

The Paranormal Activity campaign really took what The Blair Witch Project started in the 90's and brought it to a new level.

The social media trends continues to grow by the day. New websites are being created for filmmakers to use media to get their work seen. One of these sites is IndieGoGo. IndieGoGo is a social media driven platform built on the idea of crowdfunding, creating a location where independent filmmakers can showcase their work, and fans can show their support through microdonations right on the site. The site was founded in 2008 because the creators wanted to address the fundraising and marketing challenges that independent filmmakers today are experiencing.

The site has also recently started a partnership with Snag Films, which allows filmmakers to have a new way to connect viewers directly with the causes they support, by giving them the ability to make their films and a difference. They believe in using social media to the fullest to mobilize their fans and what they call "DIWO" (Do-It-With-Others!).

Because of this, many of the films posted on IndieGoGo are related to social causes. One of the films that has earned over $20,000 is Tapestries of Hope; a documentary about a rape crisis in Zimbabwe due to the misunderstanding that sex with virgins cures HIV and AIDS.

So far IndieGoGo has raised $150,000 in funds to date with participation from 90 countries. The social media the site does involves widgets, social networking, real time Internet, and an online hub. IndieGoGo believes the site will help deliver important social and environmental topics that will connect with viewers emotionally, and keep lasting connections with them after the film ends.

Sights such as IndieGoGo and SnagFilms aren't the only ones pushing the social media trend. The author of book Socialnomics, Erik Qualman wants everyone to know social media is not just a fad. Qualman made a video that he posted on YouTube called Social Media Revolution. The video (see below) is 4 minutes of incredible facts about how social media is prevalent in every aspect of our lives. The video really brings this point across through statistics to anyone who had doubts about the livelihood of social media. Besides his book and video, Qualman also has a Socialnomics blog that covers various topics in the field. In an interview on his blog he was asked why he created the social media revolution on YouTube, here was his answer:

"That was designed to get people thinking about social media. The term Socialnomics is introdcued, but I primarily wanted to give a tool to every marketer and every individual who has been struggling with all the hype about social media. Is it a fad or is it the next revolution? The video is designed to show it's not a fad and here are some hardcore statistics that show that it's actually the biggest thing since the industrial revolution."

And people are listening. Besides the films I mentioned earlier, bigger organizations, such as film festivals, are taking notice too. Last summer I interned as the public relations and media intern at the Traverse City Film Festival. I helped bring a social media campaign to the festival by implementing important social media tools, such as Twitter, a Facebook fan page, and a more interactive website where festival goers could connect. On the TCFF Twitter page we tweet about events during the festival as well as about filmmakers doing panels during the festival. Here are some tweets from during the fesitval:

Looking forward to a 9 p.m. movie, "Goonies" at the Open Space, and "Humpday" and Sneak Peak with Jeff Garlin at Midnight.

5:33 PM Jul 31st from web

Congratulations to 2009 Michigan Filmmaker award winner RIch Brauer, and welcome to the 5th Annual TCFF!

6:38 PM Jul 28th from web

Wrapping up the festival with a 9:00 film, then closing night party and after-party at Firefly Cafe.

6:04 PM Aug 2nd from web

We also ask people to follow our filmmakers Twitter accounts, such as the Winnebago Man Twitter account. On the TCFF Facebook page festival goers as well as filmmakers can post on the wall. A filmmakers from one of the festival's best received films Herb and Dorothy recently posted on the page to express her gratitude to the festival for helping support the film.

Megumi Sasaki Dear fellow documentary film makers and friends, Thank you very much for your support for our documentary HERB & DOROTHY, an incredible true story of legendary art collector couple in NYC, Herb, a postal worker, and Dorothy, a librarian who built a world-class collection. We have a great news! HERB & DOROTHY is now available on DVD! One of the most loved and talked about documentary film on art with 4 audience award and 1 best documentary award is a PERFECT HOLIDAY GIFT for your friends and family who love art and docs! Pre-order now.http://www.herbanddorothy.com

November 25 at 10:58am

Finally, on the TCFF official website, allows for festival goers to have a ticket exchange with each other online. Films sell out extremely quick so, ticket holders can get on the exchange site and see if anyone is offering to trade tickets to different films. Simple forms like this create a sense of community for festival goers and allows them to create buzz about films being show. A great way of free advertising for the filmmakers.

Through the different advertising campaigns of The Blair Witch Project and Paranormal Activity, the websites IndieGoGo and Snag Films, and Erik Qualman's Socialnomics, I think it's clear to see how social media and independent cinema can go hand and hand. Social media is a new and highly effective way to get your name, and your film out there...so grab your camera and get to work!

Works Cited:

Allen, Carolyn. "EMERGING PICTURES: The Future of Independent Film is Now." Movie Industry Marketing. Web. 27 Nov. 2009. .

O'Brien, Harvey. "The Blair Witch Project." Eircom. 1999. Web. 27 Nov. 2009. .

Reiss, Jon. "Social Networking to Increase Your Independent Film’s Exposure (well, duh)." Jon Reiss News. 14 Aug. 2009. Web. 27 Nov. 2009. .

"Social Media Policies." Social Media.biz. Web. 1 Dec. 2009. .

"Social Media." Wikipedia. Web. 30 Nov. 2009. .

"Social Networking as Film Distribution Super-Promotion." Ciao Enrico. 8 Oct. 2009. Web. 27 Nov. 2009. .

Video File #12: American Teen (2008)

American Teen is a documentary directed by Nanette Burstein in 2008. The tagline of the film is "Remember High School? It's gotten worse." The film follows five seniors at Warsaw High Schoool in Indiana through their final year of high school. Each student fits a "Breakfast Club" sterotype. The jock, the rebel, queen bee, the heartthrob, and the nerd. It was shot on 35mm on a reported budget of $5 million, but only grossed $1,130,270 in revenue. The film got picked up by Paramount Vintage but was only distributed on a very limited release after it hit the film festival circuit. Some critics of the film have said the Burstein gave the film too much of a sensationalized feel, which is why it didn't fair well revenue wise.

I rented the film last winter and loved it however. I thought it was short smartly and made you either connect with the students are feel the hatred of high school through them. I think growing up at Midwest high school definitely helped me connect with the documentary, but I would definitely recommend it, for a humorous, but yet touching doc.

View the Trailer here

Video File #11: Rachel Getting Married (2008)

Rachel Getting Married is a film directed by Jonathan Demme starring Anne Hathway. The basic over of the plot is the main character Kym (Hathway) who has been in and out of rehab for the past ten years is coming home for the weekend to be in her sister Rachel's wedding. Throughout the family drama elements of tragedy are revealed and we learn why Kym can't stay out of rehab. The story also illuminates the unique love story and wedding of Rachel and her fiancé. The screenplay was written by Jenny Lumet and filming only took 33 days. The film was distributed by Sony Picture Classics, but only received limited release. It grossed a little over $16 million, but was highly critically acclaimed. It appeared first on main critics top ten lists for films of the year including the New York Times. The role of Kym got Hathway nominated for an Academy Award.

This is one of the most honest but yet oddly endearing films I have seen in a long time. Since I bought it last winter, I have probably watched the film over a dozen times. Each time I see it evokes new emotions from me and I find critical elements in the film that I find intriguing. Rachel Getting Married is a great new take on the "dysfunctional family" and I highly recommend it.

Theatrical Trailer

Weinberg #4 Must See TV

Continuing on Weinberg #4 I thought it was interesting what Tom wrote about what used to be "Must See TV" on NBC. Growing up every Thursday I made sure I was home to watch Must See TV on Thursday on NBC, and TGIF (on Fridays) ABC. I would have plans with either family or friends to watch that nights line-up together every week. Things have definitely changed since then as Tom notes. Now there is only one or two shows that I make sure I am home to see live. Instead of making plans with friends to watch TV live, we make dates to watch shows online together.

I'm interested in knowing what the future is going to bring for ratings, as the number of shows that are available to view online increases. In January, Hulu announced that they will being charging a few to view their once free selection of free videos. The President of Hulu said they will have some sort of membership fee, like instant Netflix. I wonder how that will affect network ratings as well, and if people will stay with Hulu now that the site will no longer be free. I think Chris Anderson's book that Tom mentioned sounds very interesting, especially to learn more about how sites like Amazon make their money.

Video File #10: (500) Days of Summer (2009)

(500) Days of Summer was written and directed by Marc Weber in 2009. The tagline of the film is "Boy meets girl. Boy falls in love with girl. Girl doesn't." The film is an unconventional romantic comedy. The first scene has a voiceover which tells the background of the boy (Tom Hansen) and the girl (Summer Finn) and ends with the quote "This is a story of boy meets girl, but you should know up front, this is not a love story". The movie was made on a budget of $7 million and premiered at the 2009 Sundance Film where it was picked up by Fox Searchlight. It was then distributed on limited release in the US and Canada in July 2009 and then because of high numbers was granted wide release in August. To date the film has grossed over $46 million globally.

I saw this film over Thanksgiving break and I really enjoyed it. It had a non traditional writing style, the story is told in nonlinear narrative style. Each scene is introduced with a title card showing which of the 500 days it is. It also has a non classical hollywood relationship structure. Summer is the one who doesn't believe in love or relationships, where as Tom is a hopeless romantic. The roles are completely reversed from classical hollywood cinema, which is one of the main reasons I loved the film.

Weinberg #4- It's a Social Media Revolution

In Weinberg #4, Tom discusses how the society has gone from a "television society" to a "YouTube Area". It was interesting to learn how YouTube started, I did not know it grew faster than any other content site on the Internet, nor did I know that it's daily views (a billion) far exceed the total usage of the Internet in 2000. This article has been my favorite so far in the Weinberg "Video Out of the Box" series, because I'm highly interested in social media, especially in the film and television industry. As Tom talks about new media is making it possible for videos to be watched, uploaded, and discussed 24/7. The media world never stops.

When I was researching for my final project on social media I found the video "Social Media Revolution", which was made by Erik Qualman the author of the book Socialnomics. The video services to prove that social media is not just a fad and is here to stay. The video gives some hard facts, just as Weinberg does in the reading about online video viewing, as well as YouTube. In an interview about why he made the video:

"That was designed to get people thinking about social media. The term Socialnomics is introdcued, but I primarily wanted to give a tool to every marketer and every individual who has been struggling with all the hype about social media. Is it a fad or is it the next revolution? The video is designed to show it's not a fad and here are some hardcore statistics that show that it's actually the biggest thing since the industrial revolution."

I think this fits in well with the McLuhan quote that Weinberg cited "The new electronic interdependence recreates the world in the image of a global village". This YouTube era as Weinberg calls it is going to create a whole new scene of community with society allowing people to connect globally in completely new ways than before. Also allowing news to spread much faster than ever before.

Video File #9 Camp (2003)

Camp is a film written and directed by Todd Graff about a New York performing arts summer camp. The film follows the campers through the audition process and rehearsal and performance of the musical. I saw this film in high school and then rewatched it this weekend for my research project on film musicals. One of the articles I read in my research called Camp one of the most successful independent films to bring an original musical score to the screen. The film was called a "touching yet hilarious look at teen egos and hormones clashing at a performing arts summer camp exploded with wit and talent", and won rave reviews across the country. The film goes beyond the normal summer camp themes and brings to light issues such as different types of sexuality such as: bisexuality, homosexuality, and being transgendered. Camp was distributed by IFC Films and grossed close to two million dollars in the US.