"I just think that the young filmmakers today should take advantage of the opportunities and technology that they have now, that I didn't have, or the generations before me. 'Cause now you have no excuse.... If you want to be a filmmaker, there it is."
-- Spike Lee, interview with Digital Camera Magazine
The means of production and promotion are in the hands of filmmakers in ways they have never been in the medium's history. As Spike Lee, director and tube-sock salesman (anybody remember the campaign for "She's Gotta Have It"?) has said, there are no excuses anymore. If you want to make a movie and get it seen, the tools are right there at your disposal. You don't need massive studio resources and hundreds of thousands (or millions) of dollars; all you need is a video camera, a computer, some software and access to the Internet and you've got a whole vertically-integrated world at your disposal: production, marketing, exhibition. A few well-targeted e-mails, some YouTube clips, a Facebook or MySpace page -- even an old-fashioned web site -- and suddenly thousands of people know about you and your film. A service like Withoutabox allows you to enter film festivals all over the world in a jiffy, right from your keyboard -- without so much as a trip to the post office until you know if you've been accepted or invited.
Over many years of interviewing filmmakers I've often asked them how they have the energy to make a film once they've managed to raise enough money to go into production. And I've wondered how they have enough stamina to work on getting their films seen once they're finished. Specialized film publicist extraordinaire Reid Rosefelt is amazed by the power of new technologies, but asks: "What Happens to the Filmmakers Who Can't Market Themselves?" At his blog, Shake Your Windows, he writes:
I admit that I am also ambivalent about marketing, because I am someone who loves movies first and promotes them second. I don't want a director to tell me what a movie means. I don't want to be saddled with the director's insistence that the reason they made the film defines what the movie is. In a lot of ways, the reason that a director thinks he or she made a film is irrelevant. They may not fully understand themselves as human beings, let alone understand their movie. Mysterious things come into play that they don't understand. That's the miracle of it, really.
Some filmmakers are very skilled about how to play the game of talking to the media. They have a natural facility for giving great quotes without giving away the store. Some, like Jarmusch, have a strong image that works into the way you perceive their movies, expanding and not contracting your reactions. Some are a hoot, like Almodovar, and draw you in with their high spirits. Some invent their own myth out of whole cloth, like Herzog. Many of the people who last the longest in pop culture are shape-shifters, like Dylan, Madonna and Robert Redford--they are omnipresent, hiding in plain sight, and the more you think you know about them, the less you do.





























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