I guess now that it’s public knowledge, I can talk about it. One of the difficulties we’ve faced is that our NZ/Australia distributor has got into financial difficulties and had to stop trading. Arkles was set up by cinephile John Davies, who also runs the Academy theatre in Auckland. John is one of the good guys in the business, with a passion for film which goes beyond simply the commercial aspects of it. He backed The Insatiable Moon at script stage, and went out of his way to help us. Arkles established a good distribution network which targeted mostly smaller cinemas with quality films. John had a good eye for what would work and how to attract an audience. It’s a great shame that Arkles has been forced to leave the arena. John Barnett, head of South Pacific, notes with regret the demise of Arkles and says (here) “So that’s another hurdle for low budget films. Because without skilled, experienced and well resourced distributors, they may not even get cinema dates.”
Maybe it’s inevitable. There was a time when small country stores could operate and serve their customers pretty well. But urbanisation and the rise of supermarkets has put paid to that. The multiplexes and the blockbusters of our age are part of a narrowing of the world of film into certain pre-defined paths. Each Avatar eats maybe a hundred smaller and idiosyncratic ventures. Everyone needs to make a buck, but when the monster studios hoover up all the bucks, there’s not much room for the little guys. John Barnett has said in the same piece:
Reaching NZ audiences is going to be even more difficult with films that:
a) are based on elements or material that is unfamiliar to audiences;
b) have compromised production values through inadequate budgets; and
c) feature unknown actors with no audience recognition or appeal.
In other words, what we need is films that tell the same stories we already know, have huge budgets and feature stars. He’s reacting against a slew of films that have had little audience appeal. But if those are the only categories for attracting audience then we’re in a very grim era indeed as far as the art of cinema is concerned. With this prevailing philosophy, it’s not surprising that distributors are wary of taking on anything that stretches boundaries and therefore represents a financial risk for them. Audience numbers are essential to the reality of the film world. But when it comes to knowing what audiences want, in the immortal words of William Goldman, “No one knows anything”.
There is however a technological revolution under way which will eventually transform the face of film in the same way that itunes has destabilised the music industry. Digital filmmaking is one half of it; the remaining part is digital distribution. When all theatres are fitted out with quality digital projectors, distribution is simply a download away. Not only for cinemas, but for personal media centres, computers, ipods and so on. This will have an irreversible transformative effect on the industry. Just as with music in the digital age, the audiences will define themselves. It’s the true democracy of art. It won’t necessarily be any easier, but it will no longer be controlled by the current behemoths of the studios.
For the first time ever, it is becoming reasonable for producers and filmmakers to retain the rights in their own work, and take ownership of how their work is distributed. Tom Burstyn and Barbara Sumner are doing this with their superb film This Way of Life (currently at the Berlin Film Festival). At a recent screening in the Hawkes Bay, they attracted an audience of 1000 people. Not bad for an indie doco. This may be the way of the future.
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