Finding the funds to make an artistic vision a reality has been a daunting task for many filmmakers. Attempts to get a major studio to back a little-known filmmaker's vision is virtually impossible as Hollywood studios only want to make movies that they determine will be profitable. Independent filmmakers are oftentimes relegated to a meager "starving artist" lifestyle in order to save money for their project. Whichever route the filmmaker has chosen, it has never been an easy task.
Several studios and film festivals sought to ameliorate the situation with Miramax and Sundance playing a large part in the rise of independent film in the 90s. Miramax was known for producing and distributing movies that other big studios wouldn't dare touch (sex lies and videotape and Resevoir Dogs, to name a few), and the Sundance Film Festival helped the development of emerging screenwriters and directors by creating a national and international exhibition of new, independent dramatic and documentary films. Miramax wasn't without their detractors: they had a reputation of altering the creator's vision in order to make the 'independent' or foreign movie more marketable (see: Slingblade, Princess Mononoke, Clerks). Sure, the independent filmmaker finally had the funds to make their movie, but in the end, Miramax and the filmmaker are often fight head-to-head for final cut, often leaving the filmmaker feeling burned.
Enter the aughts. The proliferation of internet users and social media have opened up new possibilities for filmmakers to acquire funding for their projects as never seen before. As The Blair Witch Project proved, marketing a film on the internet could produce powerful results: it was the most profitable independent film of the time, garnering support through grassroots internet marketing. Thus a new trend had begun with filmmakers leveraging the internet to market and even fund their filmmaking endeavour without sacrificing their original artistic vision. The internet and social media combine to form a quick and inexpensive way to reach out to a slew of people--whether it's to raise funds, create buzz or seek creative input. Thanks in part to these tools, independent filmmakers are now able to implement crowdfunding -- appealing to a group of people for financial support in order to complete a given project.
Crowdfunding - an open call for financial support
As far as solving the very real problem of securing funding to create a film, crowdfunding creates viability for a filmmaker to produce his or her project without having to rely on funding from big studios, which, in turn, allows them to protect their artistic vision from being sacrificed. With the online tools available today, just about anyone with a computer and a cause can get attention for their project.
Portal sites have been created to facilitate the process of crowdfunding. One such site is Indiegogo, a place where filmmakers can promote their film project and build a community of supporters that contribute the funds necessary for the film to be produced.
1 In many cases crowdfunding works by selling some aspect of the film to the public, such as a spot in the end credits. Other filmmakers are able to offer the film as an investment that, if it sells, divies a portion of the profits to the investors. The difficulty in this, at least in the United States, is it can be defined as offering "an investment that is dependent upon the efforts of others," thus coming under very stringent securities regulations (see article in Boing Boing
2 and Crowdfunding for Film
3).
By circumventing the traditional financing route that filmmakers take, independent filmmakers can have full artistic control and freedom to create their film in exactly the manner that they desire. Crowdfunding is not without its problems, however: if the funding level is not reached, the film doesn't get made. It's up to the filmmaker to prove that their venture is a viable one and one that will deliver its promises--a proposition that sounds reminiscent of many start-up businesses.
Current and recent films that are utilizing crowdfunding include "Clovis Dardentor" which is based on an unpublished story by Jules Verne and is currently in the fundraising stages.
4 Artemis Eternal, a sci-fi picture, is also currently in the fundraising stages in order to be able to complete production.
5 Another work, The Age of Stupid -- a film on climate change -- was successful in raising the funds needed to complete production, and has had international screenings in 2009.
6 Crowdsourcing - an open call for collaboration
In 2006, Jeff Howe of Wired Magazine coined the term "crowdsourcing" to refer to outsourcing a job that would normally be performed by a single agent to an unspecified group or "crowd" in the form of an open call.
7 A very significant impact of this can be seen in open source software development and APIs (a la Mozilla and Twitter). The convergence of outsourcing to crowds and social media have created a symbiotic relationship for crowdsourcing to flourish. The development of online tools for community building and collaboration have made these types of collaborative projects possible between people from disparate countries.
New directions have been paved through crowdsourcing creative ventures. The project "Altered Books"
8 uses online communities to solicit modified book pages as a collaborative art project. Twitter has also been used as a forum for a number of collaborative creative projects including an opera, a sci-fi novel, and a book of poetry (see: Royal Opera House
9 , The Longest Poem in the World
10 and this article about the failure of novels written on Twitter
11 ).
There is debate, however, regarding the artistic merit of some of these collaborations; some speculation revolves around how to manage and direct these projects so that quality and cohesion are maintained (see article in BizDharma
12 ). One project that found a way to integrate crowdsourcing and creative collaboration seamlessly is Mass Animation, developed by Yair Landau. It was the “first collaborative, worldwide effort to produce a computer-generated animated short film for theatrical release.” Backed by Intel, Mass Animation held an open call for participants to animate shots of “Live Music” – a 5 minute CGI-animated short film.
13 Using Facebook as the platform for animators to learn about the project, join the collaboration and download the animating software, Mass Animation saw 57,000 fans on their Facebook page and 17,000 participants. Live Music received its theatrical debut as it was shown with TriStar pictures "Planet 51".
Crowdfunding and Crowdsourcing - a marriage
There have only been a few film projects that are based on both crowdfunding and crowdsourcing, but I predict there will be many more as the model of crowdfunding is combined with idea of allowing the "crowd" to offer their creative input in the actual film production. One such example is "A Swarm of Angels."
14 This project, started in 2006, had an open call for funders that closed after they had reached adequate funding. "Matt [Hanson, the creator will be] signing up angels in batches: first 100, then 1000, then 5000, then 25000, then 50000. At each stage, the angels get to participate in different parts of the film production: script development, teaser production, trailer production, pre-production planning, production, post-production, etc."
15 Some filmmakers, such as director Nicolas Alcala and producers Carola Rodriguez and Bruno Teixidor, whose film The Cosmonauts (currently in the production), will have all the footage from their film available to the people who offered funding, making available the film's assets to its financiers.
16 Experiential Entertainment: the next big thing?
I have found a number of debates revolving around the viability of crowdfunding and/or crowdsourcing independent films (see this discussion on Epicfu.com
17 ). The question with crowdfunding is how to make it a worthwhile investment for potential financiers. When asked, many people have indicated that they would be hard-pressed to contribute money to a film that may or may not be made by someone that they don't know, especially considering the prevalence of movies available on the web and in theatres that offer immediate satisfaction. Offering the film's profits is another option, but this will be met with similar skepticism as any investment opportunity, and the opportunity for scams could prove discrediting.
Where crowdsourcing is concerned, the vision that is central to a filmmaker's creative production may have to be completely thrown out if the artistic direction, script, etc are left up to a crowd's decision. Even in the version of crowdsourcing one aspect of the film, such as the animation (as in the case of Mass Animation), there lies the overarching need to have a complete strategy and implementation team to manage and direct the project. It would simply be too expensive and time consuming for anyone short of a film studio or agency to pull off.
How can a filmmaker leverage the awesome power of community building that crowdsourcing provides while maintaining their artistic control and direction? Perhaps one way to do this would be to open up other aspects of the film that normally are closed off to fans--showing how the film is being made while it is being made, for instance, or showing how the director interacts with the producer and his actors--which would be insightful for budding filmmakers to see and experience first hand. This opens up doors that were once closed off, effectively turning movie-watching business, which is usually a one-way street, into an experiential entertainment experience.
An example of this type of integration of filmmaking and crowd participation that is currently underway is Fandom. Although Fandom creators are not seeking crowdfunding, it is using a model whereby members would gain behind-the-scenes access to the entire production process via the Fandom website.
18 There will also be opportunities for the Fandom community to participate in open call for auditions, contests and to create the Fandom theme song.
This model doesn't have to be limited to filmmaking; the experiential entertainment could be added to whatever fans want to see, be it concert tours to modern art exhibitions. The possibilities are endless.
notes
1
http://www.indiegogo.com/ 2
http://www.boingboing.net/2009/12/13/adventures-in-ex-ant.html 3
http://www.gcglaw.com/resources/entertainment/crowdfunding.html 4
http://www.buyacredit.com/ 5
http://artemiseternal.com/ 6
http://www.ageofstupid.net and more directly on their "money" page:
http://www.ageofstupid.net/money 7
http://www.crowdsourcing.com/cs/ 8
http://www.logolalia.com/alteredbooks/ 9
http://royaloperahouse.wordpress.com/ 10
http://www.longestpoemintheworld.com/ 11
http://www.readwriteweb.com/archives/twitter_novels_not_big_success_stories.php 12
http://bizdharma.com/blog/advantages-and-disadvantages-of-crowdsourcing/ 13
http://www.krunker.com/2008/11/17/intel-kicks-off-mass-animation-project/ 14
http://en.wikipedia.org/wiki/A_Swarm_of_Angels 15
http://www.boingboing.net/2006/05/05/50000_angels_will_fu.html 16
http://en.wikipedia.org/wiki/The_Cosmonaut_%28Film%29 17
http://mix.epicfu.com/forum/topics/campfire-is-crowdfunding-a 18
http://experiencefandom.com