WHY THIS IS IMPORTANT -

Docs are always fascinating because they can bring attention to an issue or story that has been unrecognized.  It’s truly an art form that can create change.  From INCONVENIENT TRUTH to THE COVE – docs that cross over into popular culture become massive hits and can cause policy change (TRUTH) or even fishing habits (COVE).  Kudos to The Works – a doc distribution company that prides itself on finding those gems that might play to a four quadrant audience.  There seems to be a pretty solid formula for making docs successful commercially.  The goal is to eventize the docs – If it’s an issue doc then you need a built in network of support – that can come from a social networking support or celebrity support.  As The Works preaches – “Distributors are not just buying a film, but buying a support structure.”  I also like the idea of gathering an audience before the doc is released (the support system) and also treating theatrical not as the end all be all but rather as one part of a strategy to build an aggregate audience.  So many interesting ideas in this article.  Take a read.