If you're an independent or aspiring filmmaker, it's no longer enough to be good at your craft. In the digital age, where content reigns supreme and the lines between advertiser and distributor are blurring, you need to build your own audience well before you go knocking on Hollywood's door.
At least, that was a common belief among the experts who gathered during the 2011
American Black Film Festival (
ABFF) held recently in Miami. For all you filmmakers out there pounding the pavement, here are three commandments to help you break ground:
No. 1: Thou shalt understand the game has changed
Black filmmaking hit its peak in the '90s, when movies with predominantly African American casts and storylines were more abundant (see: '
Boyz n the Hood,' '
Love Jones,' '
The Best Man,' '
Set it Off'). During the festival, several prominent actors and filmmakers spoke out about the mere two studios that tend to distribute black film: Lionsgate (which has an exclusive partnership with
Tyler Perry and has brought a number of his films, including the Madea franchise, to the big screen) and Sony Pictures ('J
umping the Broom,' '
The Karate Kid' -- the one with
Jaden Smith).
This means black actors are vying for a limited number of roles each year that are created with multicultural characters in mind, and with that, there's a limited number of options for African American audiences who are looking for more relatable storytelling. If you understand how the game has changed, then you can work to change the game.
No. 2: Thou shalt see thyself as a content creator
Whether your craft is acting, directing, producing or some combination, you hereby have the right to see yourself as a content creator. What does this mean? This means you think more broadly about your creative product and you how it can be adapted across any screen-whether web, social, video or mobile.
There's an explosion of brand integrations (consider the number of brands you see in music videos, TV programs, as well as the sponsors who are weaved into the blogs you read), and it's not going anywhere anytime soon. Viewers will always want to see engaging content, and they're willing to watch it on just about any screen - whether it's online, on their smartphone, or on the big screen. Actor
Laz Alonso (pictured above with
Mekhi Pfifer)
touched on this in a one-on-one discussion hosted by Rolling Out and sponsored by Cadillac. "The ones who truly excel in this business are the ones who create content, and the more opportunities you have to create the content, the more opportunities you have to own it."
Meanwhile, brands want to be attached to engaging content that attracts an audience. Demonstrate that you can effectively build and engage audiences and the path to distribution will follow. That said...
No. 3: Thou shalt embrace social media
Social media has been a game changer for the movie business. Hollywood has taken notice, with some directors holding auditions through digital media platforms, as in the case with Mila Kunis, who landed a starring role in 'Black Swan' after she auditioned via Skype. In an ABFF panel discussion on digital distribution, Codeblack entertainment President Jeff Clanagan shared how the upcoming release of 'Laugh at My Pain,' based on a 90-city tour with comedian Kevin Hart (pictured above), took in $15 million in ticket sales. One of the most successful comedy concerts in history, the marketing effort was driven primarily through Kevin's own promotion with his fans through Facebook and Twitter.
Writer/director Qasim 'Q' Basir, whose debut feature film 'Mooz-lum' starred actors Nia Long, Evan Ross, Danny Glover and Roger Guenveur Smith - is currently working on his second project, 'Destined.' Although slated for release next year, the film is already engaging with viewers via an official Facebook page based off the strength of the fan base he built with his first release. Today, web savvy is absolutely essential.
If you follow these commandments, then Hollywood will come knocking on your door.
Alysha Walker is a filmmaker & content producer based in New York. Give her a shout on Twitter @alyshawalker
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