Why Arthouse must engage a diverse audience (column)

For Arthouse to survive, it must adopt new strategies that allow more viewers to see themselves.

talk about autumn Alive With The Celebration Of Film MagicFrom Steven Spielberg’s autobiographical “The Fablemans” to “Empire of Light”, from Sam Mendes’ romantic songs to old cinema. But the sharpest statement about the state of the films is already here.

It Comes From Jordan Peele’sNo,” which reaffirms the filmmaker’s ability to generate suspense and awe from some seriously unexpected places — but this Western sci-fi showdown also doubles as attention to the way film history treats major figures. Margins and, more significantly, assesses how the industry continues to isolate key voices and, consciously or not, it is also a window into the need to diversify arthouse audiences.

I won’t get into the “nope” spoilers, but it’s a great conceit for Peele to imagine the Hollywood horse-wranglers at the center of the film as the grandson of the black jockey who plays one of the first horses in the world. was aboard. moving images ever captured on film. Generations later, the family still roams the outer reaches of Hollywood as spectators of the big machine, unsure how they fit in.

It’s a fascinating metaphor not only for people of color in Hollywood but also for neglected audiences, and a good excuse. this column It may ask to find out why ortho needs to be developed. While Hollywood has long brushed off diversity concerns, a much bigger challenge lies with independent exhibitors. They serve fickle audiences that became even more playful during the pandemic, but many of these theaters chase the wrong demographics. The arthouse cliché is the old white audience that provides its foundation, but that perception comes at the cost of attracting more viewers who want to see themselves onscreen.

Sure, the success of “Everything Everywhere All At Once” is a breakthrough moment for Asian American cinema—but its popularity is due to A24’s tremendous resources and a release strategy that looks more like a mainstream film than a special release. Looks. If arthouses – and the distributors who rely on them – want a more diverse audience, they should embrace programming that puts those audiences at the top. And to do that, they need to work together.

This is the founding principle of the Art House Convergence, but over the years this consortium of exhibitors has faced a serious crisis of their own creation, as there is no internal politics of all kinds here. Now, the organization has Sundance as a financial sponsor and a transitional committee focused on creating a board to address past diversity concerns and expanding membership.

Jessica Green, a member of the Art House Convergence Transitional Working Group, told me that AHC’s new identity will be tied to a transformational vision for the future of Arthouse. “There was an idea of ​​what Arthouse was, what independent film was, which was largely whitewashed,” she said. “It didn’t work too hard to center the non-white experience.”

Greene, who serves as the artistic director of the Chromatic Black Collective, Ida B. Wells also manages the fund, which invests in the short films of emerging black filmmakers that the collective will market and distribute. As former director of the Houston Cinema Arts Festival and the Messels Film Center in Harlem, he worked to connect audiences of color with bold, challenging cinema that keeps the local film culture alive and encourages a new generation of filmmakers to pursue adventure. Inspires with taste. ,

“The demographics are changing,” she said. “Right now, it is transforming or dying. The space will have to be completely shifted to address these changing demographics in order to be viable in the future.”

Green said AHC is keen to add members to locations and curatorial projects across the country that have not been represented as much in the past. “We’re really trying to expand our membership to a representative base from which we’re hoping some leadership candidates will emerge,” she said.

He stressed the need for film festivals, societies and other organizations to work on “getting out of the geographic art ghetto” and “going straight into communities”. It’s important, but it also goes hand in hand with programming to serve an audience that excites them in ways that the arthouse scene doesn’t always manage to do.

Saul Williams, co-director of this summer’s Afrofuturist arthouse release “neptune frost, ” told me that he recognized these obstacles in his days as a growing cinephile in New York. “I had to go through a lot to find foreign art films that didn’t star Juliette Binoche or Isabel Huppert,” he said. “The public is willing to ingest more than the system. Our game is how we dance through a system that wants to think, ‘Who is this movie for?'”

His partner and co-director Anisia Uzeman joined him on the call and jumped in. “But it’s also like anything when you’re black,” she said, noting that “Neptune Frost” was passed around by several arthouse distributors, even as it made it from Cannes to NYFF to Sundance. Till, the rare film to do so. “The response was always, ‘It’s not commercial for us, because it’s not our public,'” she said. “They forget that the people are us too.”

“Neptune Frost”

Kino Lorber, Exclusive to IndieWire

The film eventually grossed $171,000 in limited release nationwide before hitting VOD in January, but Williams and Uzeman said they felt validated by the diverse audience reception they experienced. This is partly because he traveled beyond the bubble of New York and L.A. to find it, and secured a vital companion to do so.

While Kino Lorber distributed “Neptune Frost”, it was aided by DEDZA Films, a boutique distributor focused on marginalized artists started by a young executive named Kate Gondaway. (At her day job, she works in marketing at Neon.) Any small distributor looking to expand their audience base would be wise to call it quits, as Gondway focuses on survival strategy, as does Green. Said, the existence of arthouse is essential.

Gondaway received a Sundance grant to support the marketing costs associated with the film and focused the filmmakers on visiting overlooked markets such as Philadelphia and Baltimore that cater to black audiences. She told me that the opening-weekend audience for “Neptune Frost” at BAM was more than 50 percent BIPOC as a result of additional promotional efforts.

“At the end of the day, it’s all about whether the audience knows about these films or not,” she said. “A lot of it is marketing and outreach, but also that exhibitors are engaging with a diverse audience from the start.”

Gondway saw “Neptune Frost” as a success on the exact terms established for it from the start. “You have to see what kind of film it is and what films it is being compared to,” he said. “We felt that the key markets we identified performed well, and this also helped drive the release of PVOD.” Going forward, he said, geographic diversity will remain at the center of his attention. “It’s something that is often overlooked,” she said, “that’s how our industry is set up.”

This is also the responsibility of the distributors themselves. “That’s why acquisitions are so important to these films,” she said. “A lot of diverse audiences aren’t seeing themselves.”

Daniel Kaluuya in Nope, written and directed by Jordan Peele.

Daniil Kaluuya in ‘No’

photo credit: Universal Pictures

Which brings us back to “no”. It’s an absolute blast, a thrilling satirical action ride with a lot on its mind. The film’s finale — still no spoilers, I promise — digs deep at the power of representation, and especially what it means to capture an image that has never been seen before. In short, this is a meaningful puzzle.


This column Sustainability opportunities are meant to be uncovered, but I’m sure there’s more work to be done to diversify the arthouse than in the examples above. I welcome readers to reach out with their thoughts at: eric@indiewire.com

My previous column There were some strong reactions urging streamers to do more production deals with smaller distributors. No surprise there. Here are some of the responses I got.

“If only companies needed to do the public good! If only they realized quality matters. Maybe it does as an early way of gaining rapid attention but it is not the low-hanging projected fruit that most Easy investment. … I suspect we’ll move to short-term licensing through direct supply relationships – this may be to the same distributors who are savvy in launching and marketing challenging titles, but that’s what Streamers need (positioning) and not libraries. It’s the business of the new and the past for those who can juice up the junk.”

-Former distribution executive (anonymous)

“It is risky to bet big on MG and marketing spend without the guarantee of a good TV or SVOD deal. As an example, even though our film ‘Corpus Christi’ was nominated for an Oscar, Netflix, Hulu, Amazon, etc. all passed on the film (and got passed again after being nominated).

-Michael E. Rosenberg, Film Movement

“I don’t have access to any of the secret information here, but I’ve spoken in the past with execs who told me they’ve looked at past data for a number of movies of this type – viewing times, views and more importantly.” , whether it achieves or maintains low – and it was close to zero. This was apparently also true for many of the classics you’d see on Netflix (or Hulu) in the past. I’ve heard people queuing these up. but never watched these, and when removed from availability, they didn’t see any other stuff or drop service. Certainly, a previous arthouse film may not correlate with a new one, But look at who they have output deals with today, and it’s the most “mainstream” of distributors. And I’d be surprised if those guys keep these deals going further in the future.

—Brian Newman, Consultant, Subgenre

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