Community Cinema in Action
Distribution guru Peter Broderick recently published details of a highly influential documentary that’s galvanised American public opinion about the role of female support soldiers operating in Iraq. Read the article here.
‘Lioness’ (2008) recounts the stories such women, many of whom were ill prepared for front line service, and the challenges they faced on returning home. The film has connected powerfully with audiences all over the US, in part due to an innovative distribution strategy involving hundreds of free community cinema screenings.
Broderick is in no doubt the ‘non theatrical’ campaign was crucial to the film’s success, both in connecting with audiences and influencing public opinion:
‘The filmmakers didn’t waste a minute or a dollar on a theatrical release’, he writes. ‘Instead of losing money in every city because theatrical costs usually exceed revenues, they made money from non theatrical rentals and speaking fees. Instead of struggling to attract audiences suffering from Iraq war movie fatigue to theaters, they did special event screenings with partners (including the VA and veterans services organizations) that connected LIONESS with its core audiences of soldiers, veterans, military families, and healthcare providers. Screenings were usually followed by substantive discussions. Instead of playing in empty theaters, there often weren’t enough chairs.’
It’s a truly inspiring model of community cinema in action, and a clear demonstration of the benefits of ‘non theatrical’ distribution for independent filmmakers. Anyone interested in the documentary and the story behind its success can get full details on the Lioness web site: www.lionessthefilm.com.
