They Shoot Old Models, Don’t They? – The Changing Face of Media.
This year’s IFP Chicago’s Producers Series focuses on new media, social media, transmedia and the evolution that surrounds all aspects of filmmaking. This weekend long series will involve documentary and narrative filmmakers, advertising agencies and commercial production companies, non-profit foundation and community organizers, branded content and transmedia producers, all with one goal: Building and reaching communities and consumers who find relevance in our stories.
The series is presented in 2 parts to help us better capture the changing face of content production, media distribution and viewer/participant engagement. Part I of the series will be held Saturday and Sunday, May 1 & 2, at Columbia College with Part II following in late 2010. The full series will be announced in early April but get your tickets now because space is limited. Special discounts are listed below for Students and members of Women in Film Chicago & The Midwest Independent Film Festival. Check out our website or follow us on Facebook and Twitter for updates. We also want to hear your thoughts for programming topics and areas of discussion. Please let us know what we’re missing.
SATURDAY, MAY 1 – 10AM – 9PM (check-in begins at 9:30am)
• SESSION #1: 10am – 11:15 am:
• Participants: Brian Newman
• Panel Description: Inventing the future of film
The future of media, including film, is being invented today, but this future is increasingly being defined by the terms of the old models for media production and consumption. This is for the worse, because instead of a new era of innovation we are in danger of a future of sameness. Creatives must harness new technology so that they shape the future of our field, before they lose the chance. How can filmmakers utilize these tools earlier to shape their stories, enhance their creative practice, build their audience and have greater impact and a longer life for their films? In an era where content is ubiquitous, how does one stand out from the crowd and be discovered? Brian Newman will discuss strategies for innovative storytelling, fundraising, audience engagement and discovery as well as offer thoughts on the possible future of the field.
• SESSION #2: 11: 30 – 12:30pm –
• Participants: Claire Connelly, moderator, Speakers: Lisa Gildehaus & Robert Fernandez
• Panel Description: Y’all Versus Us – A New Model of Community Engagement:
So much of the content we create relies on finding an audience and building a community. But there’s also built in communities rife with stories to be tapped. In the autumn of 2009, Moxie Pictures co-produced a 10 episode documentary series in conjunction with the advertising agency, Young & Rubicam. A branded entertainment series for their client, Cellular South, the resulting program, HEAD TO HEAD, about the rivalry between the Wayne County War Eagles and the West Jones Mustangs, was filmed over the course of a Mississippi football season. Every episode aired almost immediately after each weekly football game on Cellular South’s website. The series also begins airing on FoxSports beginning in April. Moderated by HEAD TO HEAD’S Field Producer & Production Manager, Claire Connelly, CEO & Partner of Moxie Pictures, Robert Fernandez, and Series Producer, Lisa Gildehaus, discuss compelling characters, community engagement, and your return on a branded entertainment investment.
• 12:30pm – 1:15pm: LUNCH
• SESSION #3: 1:30pm – 2:45pm:
• Participants: Lance Weiler
• Panel Description: Telling Stories Beyond a Single Screen
This is an amazing time to be a storyteller. The democratization of the tools to create combined with rapid changes in media consumption mean that there are more ways to tell stories than ever before. The creative possibilities are endless – but where do you start? How do you extend the stories you want to tell beyond a single screen? Lance Weiler, one of the leading experts on transmedia, will share how he designs and deploys engaging transmedia projects while at the same time building audiences and tapping new forms of funding and revenue streams in ways that engage audiences.
• SESSION #4: 3pm – 4:30pm
• Breakout Sessions
All attendees will break into small groups and rotate through discussions with our day’s panelists over the next 90 minutes. Please come prepared with questions and thoughts about your own projects and get a chance to speak with our panelists!
• SESSION #5: 4:45pm – 6pm
• Participants: Gordon Quinn, Patricia Aufderheide – speakers, John Bracken – moderator
• Panel Description: New Frontiers of Fair Use
US Copyright Law allows us to use limited amounts of copyrighted material to make a point, a criticism or a commentary. Within traditional media, small portions of famous images and scenes can be recycled and repurposed daily. But the avenues of new media have now opened up these images to being repurposed by the minute or second. Whether it’s a movie scene with Hitler redubbed to varying comedic effect or a version of STAR WARS re-shot as a crowd-sourced film, the concept of Fair Use is being radically redefined. Please join us for a conversation about Fair Use in these new territories as we talk with Gordon Quinn of Kartemquin Films, Patricia Aufderheide from the Center for Social Media, and moderated by John Bracken of The MacArthur Foundation.
• SESSION #6: 6:30pm – 8:30pm
• The Tangible: Todd Denis and Lance Weiler will present a brief overview of Todd’s Toronto-based company, Swarm Entertainment, with brief look at projects like Jawbone.tv, nawlz.com, rekill.com, and MICroscope Lab. The two will then showcase some of the most innovative story-centric projects of the last year, focusing on the blurred lines between film and other story mediums. Engaging audience interaction between project screenings, they will dissect the narratives beyond the wow, looking at things like viral effects, influencer networks, creating project funnels, working with interactive teams, partnerships, financial constraints … with lots of questions from the crowd, and perhaps even brainstorming around specific transmedia/interactive problems in the audience.
SUNDAY, MAY 2 – 11AM – 7PM (Check-in begins at 10:30AM)
• SESSION #7: 11am – 12:15pm
• Participants: Alicia Sams – Moderator, Speakers: Sheila Leddy, Kristi Jacobson
• Panel Description: AFTERLIFE: Beyond and Beside Broadcast
We all make films to be seen, and, as independent filmmakers, we are usually possessed by a personal drive to tell these stories. But creating a good film is not enough. What is your new media plan? How can you leverage your film and the issues that are important to you to reach a wider audience? What organizations and funds are out there to help you with outreach and impact? If you’re not thinking about outreach until your film is finished, it’s too late. Join Kristi Jacobson, director of the upcoming film HUNGRY IN AMERICA, which has received funding from Chicken and Egg, the Fledgling Fund and Impact Partners, and Sheila Leddy, of The Fledgling Fund, for a discussion on both finding funding for film outreach and the uses of new media and grassroots organizing to expand the distribution and impact of documentaries.
• 12:30pm – 1:30pm – LUNCH
• SESSION #8: 1:45pm – 2:45pm
• Panelists: Joe Winston, Laura Cohen – speakers, Jacinta Banks – moderator
• What’s the Matter With Kansas?
Documentary filmmaker Joe Winston says his film WHAT’S THE MATTER WITH KANSAS “was saved from total extinction by new media.” Through a DIY campaign, Director Winston and Producer Laura Cohen generated traction for KANSAS through social media outlets, leveraging that into screenings to gain a toehold to get the film in front of viewers. It worked. After a relentless campaign, Roger Ebert named WHAT’S THE MATTER WITH KANSAS? as one of his Top Ten Documentaries of 2009. Join us for a discussion about this amazing documentary, moderated by Jacinta Banks, Distribution Manager for Kartemquin Films.
• SESSION #9: 3pm – 4pm:
• PANEL DESCRIPTION: IF A PICTURE IS WORTH A THOUSAND WORDS, WHAT’S 144 CHARACTERS WORTH?
• Michael Graf – moderator; speakers: Julio Desir, Sally Siegel, John Besmer, Bill O’Neil
If the medium is the message, what’s new media got to say? You’ve seen the headlines: More advertising dollars are spent on Google than with the broadcast networks. Facebook reaches more people than all four networks combined. Americans now spend more time online than in front of their televisions. All the rules of Advertising have been thrown out – or have they? From branded entertainment to guerilla documentaries, find out how new media is changing how advertisers reach out to consumers and what that means to commercial storytellers and filmmakers. Join John Besmer, Creative Director and Partner at Planet Propaganda, Julio Desir, Jr. SVP & Creative Director at DraftFCB/Chicago, Bill O’Neil, Creative Director at Layer One Media and Sally Siegel, Account Supervisor at Hanson Dodge Creative for a discussion about the challenges and opportunities the new world order of advertising has in store for filmmakers and the moving image.
• SESSION #10: 4:15pm – 5:15pm:
• Panel Description: THE PHANTOM REVIEWER
• Participants: Mike Stoklasa, Lisa Gildehaus – moderator
Mike Stoklasa of RedLetter Media gained notoriety for creating an alter-ego reviewer who proceeds to deliver an eviscerating 70-minute review of THE PHANTOM MENACE. His following 90-minute review of ATTACK OF THE CLONES caused an online maelstrom when it was yanked from YouTube. Join us for a discussion with Mike about creating a review as long as a movie and (not) provoking George Lucas all in one fell swoop.
• SESSION #11: 5:30pm – 6:30pm: Weekend Wrap Up
Still have questions for our panelists or want a private word with one of Chicago’s other amazing media makers and content creators sitting in front of you? We will take this final hour to talk in small groups with the day’s panelists and other attendees. Ask questions about your own projects or gain a little further insight into what some of these innovators see around the next curve in the new media bend.
SESSION #1: Brian Newman is the founder of sub-genre consulting, helping filmmakers and organizations to distribute content and connect with audiences through innovative uses of new technology. Brian was most recently CEO of the Tribeca Film Institute (TFI), and has been the executive director of Renew Media and IMAGE Film & Video Center. He speaks regularly on new media, audience development and the future of the industry, and contributes to a blog on these subjects at Springboardmedia.
SESSION #2: Robert Fernandez is CEO/partner of Moxie Pictures, a production company with offices in New York, Los Angeles, Bangkok and London.
Robert has spent the last 20 years in the commercial film industry. He was the Executive Vice President of @radical.media before leaving in May 2003 to become CEO/partner of Moxie Pictures. Robert had overseen production of commercials and programming for most of the major brands and agencies in advertising. He was involved in producing award winning work for clients such as Nike, Apple, IBM, American Express and ESPN. In 2005 and 2006, Moxie Pictures was ranked in the Top Ten of Global Production Companies at the Cannes Film Festival. He is a 2 time recipient of the Palm D’Or (Cannes Film Festival) for Top Global Production Company (1998 & 2001) as well as 5 Emmys, including the 2001 Primetime Emmy for Best Commercial (PBS).