Too many indie films for US screens inspire quest for alternative thinking

By Manuela Noble

HOLLYWOOD, CA (Hollywood Today) 11/2/07 — The first seminar of many at the American Film Market was called “U.S. Theatrical Distribution: The Producer’s Holy Grail” – and they haven’t found it yet, according to panelists.

Elusive and pricey U.S. theatrical distribution is what all films strive for and relatively few get – roughly 450 per year out of 4,000 movies made. And trying to stuff them all into the pipeline already filled with studio fare is choking it. “Too many independent films are killing the film industry,” said one contentious participant.

Peter Block, president of acquisitions of mini-major Lionsgate, said that he was primarily interested in genre pictures but that there are a few slots out there for smaller pictures. They used to distribute films like “Gods and Monsters” but they have to make sure that the pictures they distribute “throw off enough money to keep the lights on”. He suggested that smaller genre films go to companies like Netflix and Magnolia which he said are “doing a good job.”

While Phil Alberstat, agent at William Morris Independent didn’t say how to get in the WMA door, though once inside they can package you and get you on to the screen. He emphasized that you do not need to spend millions on marketing. “The Internet is so important, build your community and know your audience.” He also likes “the $10 test.” “Would I spend ten dollars on this movie?” He also said, “A good film will always find an audience.”

Marketing and distribution veteran Seth Willenson kept the full house laughing and also had some insightful wisdom. “It doesn’t matter if a film is good or bad – but ‘can it compete?’” He also said “You need to be honest about the quality of your movie, find its individuality and spin it out from there.” “It’s never too early to work out how you’re going to make your money back…and don’t over hype your movie, it’ll end up in distress goods at the 99 cent store!”

Daniel Myrick, co-writer/director of “The Blair Witch Project,” set the bar for Internet marketing success when its “leaks” of phony information led to $141 million domestic gross. He hasn’t been able to repeat the feat, yet maintains passion is the key. “First you want to make a film that you want to see, something that moves you on some level. Find what it is that is unique about it, what makes it different from all of the other stuff out there and find ways to get exposure.”

More pronouncements from the panel made it clear that the industry is as always unpredictable and ever changing. “The New York Times ad department is probably making more money on the independent film world than anyone else.” “Good movies can break the rules and bad movies can make money.” And a new twist, “Theatrical does not control the universe, pay TV controls it.”

The sold out conference took place at Le Merigot Beach Hotel on Thursday.