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Distribution panels have it tough: There’s always an audience for the information, but the panelists are always loath to give up real numbers. So this year Sundance tried to have it both ways with “Distribution X,” a January 21 panel that asked top distributors to spill the numbers on imaginary projects.
The panelists were very real: independent producer Karin Chien acted as moderator for veteran sales agent Josh Braun of Submarine; New Video co-president Susan Margolin; Tom Quinn, co-president of TWC’s new label RADiUS; distribution strategist Peter Broderick and filmmaker Tiffany Shlain (“Connected”).
Pitching the mock movies were producer Alicia Van Couvering (“Tiny Furniture”) and filmmaker Senain Kheshgi (“Project Kashmir”). Jay Van Hoy, executive producer of Sundance 2012 selection “Keep the Lights On,” also presided, weighing in and doing the math.
Chien asked for “real numbers” and that panelists and audiences work to keep the speakers honest… with the caveat that, of course, the films don’t exist. She compared the panel to a game show; “There’s no right answer,” she said, “just the best guess.”
So with that, here’s the Sundance 2012 episode of “The Gross is Right.”
Case study #1: Documentary, pitched by Senain Kheshgi
This documentary is about the case of the 10 Muslim student alliance kids at U.C. Irvine who protested/heckled the Israeli Ambassador at a speech in 2010 and were charged with federal offenses.
Budget: $575,000 (about half equity, the rest non-repayable grants and foundations).
Needs: About $100,000 to finish film.
Distribution: Has a $45,000 deal from TV broadcaster… who also wants first right of refusal on VOD/digital distribution. Unclear whether those are subscription VOD rights or ad-supported VOD rights, or if they can be negotiated.
Status: The film is in rough cut.
Josh Braun
Tom Quinn
Susan Margolin
Tiffany Shlain
Peter Broderick
Case study #2: A narrative film with an ensemble cast, pitched by Alicia Van Couvering.
A character-driven drama about people looking to live off the grid whoget trapped in a snowstorm. NOT a thriller or horror; has some experimental aspects, but also some sex. Inspired by the 2009 documentary “Collapse” http://www.imdb.com/title/tt1503769/ and by the current financial crisis.
Budget: About $500,000 in equity investments.
Cast: Upcoming names who are currently on TV and have had small roles in indie film. Star is Allison Pill (http://www.imdb.com/name/nm0683467/). It’s a reviews-driven concept that will have a few names, but no one who drives ticket sales or cable VOD in an obvious way. A hip indie band did the soundtrack and they are going on tour. The film premiered at SXSW and won the best ensemble cast award, with most attention paid to Pill.
Distribution: No concrete offers about one month after the SXSW premiere, although one mid-level/small company is interested. Studios have passed. Van Couvering’s wants to keep up the film’s profile, but she also has to be accountable to the investors. She also has $25,000 to work with.
Josh Braun
Tom Quinn
Susan Margolin
Peter Broderick
This case study seemed positive in terms of cash-flow; Van Couvering could even net a profit ($300,000 according to Jay Van Hoy, though note not all expenses were accounted for and some numbers seemed exaggerated).
It was an interesting exercise, but in the end it was just that: A trial run that shouldn’t be mistaken for the real thing.
Among the topics that weren’t touched:
Don’t blame the panel organizers: They have 90-minute slots and that’s not enough for topics as broad as this. And that’s a problem for filmmakers, who can attend and emerge thinking they now know. And in my opinion many of the numbers here were exaggerated and wouldn’t stand up in a real-world setting.
Rotterdam is hosting a panel in which industry experts weigh in on how they’d distribute a real-life film. There’s no doubt that there’s nothing like the real thing — any ideas on how the industry and filmmakers can be encouraged to discuss it more often?
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