my final paper on Film102
Can we market independent films without conforming to the standards of mainstream cinema?
(From the business perspective of Ric Camaligan of SM Leisure Group)
Jed G. Medrano
Introduction
One of the most important developments in the recent years was the discovery of digital technology in the aspect of film production in our Philippine cinema. As it was predicted before by Cinemanila’s director and festival organizer, Tikoy Aguiluz stating that * “within the decade, Digital Video technology will realize its full potential and revolutionize filmmaking in our country.” A technological breakthrough that allowed artistic freedom and option for both amateur and professional filmmakers in contemporary times to create or continually produce films with lesser limitation of the escalating productions costs.
** With the use of video technology, filmmakers can easily substitute film celluloid to digital tapes through mini DV though were initially hampered because of its poor resolution. Even these had undergone fine tunings, now this mini DV have better broadcast quality with the use of digital cameras. These advancements lured filmmakers to produce more films.
On a personal note, even I was reluctant at first of calling the a by-product of digital video as films for the basic fact that they are not made in film per se. Eventually though, I called it digital film or movie as others coined it.
Director Tikoy Aguiluz was right when he said that it ***revolutionize filmmaking, a phase were all into the present times. Ironically our film industry was dead with low production output every year that is rooted from commercialism, censorship and high production cost etc.
Successful Indie Films
Last year up to the present seems to be a successful and exciting times for young indie filmmakers. Evidently to the number of independently produced digital movies that had its theatrical runs to commercial movie houses such Robinsons Malls, Glorietta, Promenade Greenhills, Gateway and the widest of all is the SM chain of cinemas. I’ve seen Pepot Artista being shown at Promenade. And last February, I’ve seen Big Time at Megamall. The recipient of the 2005 Cinemalaya’s Special Jury Prize, Ang Pagdadalaga ni Maximo Oliveros was shown to the SM chain of malls ****averaging P100,000 per cinema per day. “In the first six days, it made P600,000 in Megamall. In SM cinema alone it made more than P2 million in it’s first week. “An interview with Mr. Camaligan, vice president of the SM Leisure Group operating SM cinemas. An opportunity and a big break that doesn’t happen to every filmmaker.
Film as a Business
I want to borrow a popular television phrase that “there’s no business, like show business”, which can be put in the context of film production as a business. In my idea that even if a film is an artistic product it is still treated as a commodity, a money-making business for the capitalists. With these in mind, I would then try to make a connection of this concept in context of the emerging independent film as a business opportunity for commercial establishment.
For Mr. Camaligan it is still a far out idea and still not possible now maybe in the near future for an independent film with no big star cast, non-formulaic story and minimal marketing activity in it to penetrate the mass audience unless it would be competitive to the existing standard of commercial movies. In able to turn these independent films into a profitable business it might compromise its artistic freedom. In this case, I don’t think no indie filmmakers would dare do.
Art and Business
I think the basic question would be, is it possible for art (indie films) and business to work together smoothly without comprising to one another? But who said that commercial movies don’t have its artistic quality? While generalizing that all indie works were done in an artistic taste. Who’s metric standard are we referring to anyway? And that’s another aspect to ponder or problematize about.
Conclusion
To answer the question, can we market independent films without conforming to the standard of mainstream cinema? The answer is not simple and could be very problematic. But from a businessman point of view like Mr. Camaligan he said that it’s not possible with the current system of business set-up and its current consumer the mass audience. Is it possible to mix art and business? Yes, in the idea that if only the businessman will market the end product without changing the process of doing in it. Promote and market indie films as indie films with its unique selling proposition such as unconventional storytelling, tackles subjects that mostly mainstream movies avoid, no star cast etc. Sell the product (film) as it is.
