I want to offer some news about our film’s release, but I also would like to qualify where our position is in relation to the state of the film industry today.

Years ago when home video (and then DVD) appeared on the landscape, Hollywood studios used to dump their lower budget genre films straight to home video instead of having them screened in theaters.  They felt that these films didn’t warrant as much of a marketing investment as their star-driven films.  Because of that situation, the term ‘straight-to-video’ or ‘straight-to-DVD’ developed a negative connotation, supposedly because the quality of these films was perceived as inferior.  Even though that was not always the case.

However, in the crazy world of low budget, independent filmmaking, home video or DVD has been one of the better ways for those films to be distributed.  These films usually appeal to smaller, niche audiences, and it can be more cost effective to reach their audience in this fashion.  As the Internet has developed over the years, digital download and streaming has also become a factor in the indie distribution equation.

In addition, as in many other industries, it is usually the distributor of a product who makes the money, not the producer of the product.  In the film industry if an indie producer gets a distribution deal, he/she usually gives up the film rights for 20-25 years, has to deal with the distributor’s outdated, costly and wieldy methods, and finally, has to endure huge fees and percentages to middle men and third parties before they see a dime.  And usually most filmmakers never see a dime because of their rampantly questionable accounting practices.  Having worked at one of the large studios, I have seen this first-hand and was totally amazed at their unbelievable ‘creative’ accounting practices.  I’ve sometimes thought that they should have an Academy Award for ‘Best Creative Accounting’.  But then of course, if it was offered up for that kind of notice it wouldn’t be very creative, meaning part of the creativity is how well they bury the actual monetary performance of their films.

The traditional film industry is built around films that perform theatrically.  Without that success, even if it is a loss leader (meaning their real profits are made in the exploitation of subsequent rights and markets), then their business just doesn’t work.  But part of the reason these distributors are in trouble is because they have a serious disconnect with their audience, treating their films only as products and their audience only as consumers.  And they love the theatrical release because it is pay-per-use, but consumers are getting fed up with that model.  They prefer to own films and view them when they want.  A lot of indie filmmakers understand this, even if they sometimes give into their vanity and feel they have to have their films seen on the big screen.  I can certainly empathize with that feeling.  But there is one reality that has hit us hard recently.  Since the last quarter of 2008, right after the economy really starting tanking, people over 30 have gone to the movies about 50% less than before.  So, unless you’re doing sophomoric juvenile comedies or formulaic teen horror films, the theatrical markets for lots of indies have dried up.  Yes, the deadbeats in the traditional film industry need to learn how to listen to their audience.

So now, indie filmmakers are becoming more empowered, partially out of necessity and partly because the tools and mechanisms are being put into place for them to be so empowered.   Also, indies are seeing the true value of their audiences and are more in tune with developing relationships with them.  But what’s really too bad is that the term ‘straight-to-DVD’ still projects a negative image for many audiences, even though it continues to be one of the best ways for indies to get their films to their audiences, whether you call it ‘straight-to-DVD’, ‘direct-to-audience’, or ‘straight-to-audience’.

However, I want to state here that I prefer a new term, ‘Straight-to-You’.  Yes, I want to truly capture a more positive spirit for the release of our film, so I prefer to say we’re releasing “Dreams Awake” as a ‘Straight-to-You’ release.  And reiterate in the process that we are taking control of our distribution process, while also trying to serve the needs of our audience.

Our Release Statement:  Way To Go Media will be releasing “Dreams Awake” as a ‘Straight-to-You’ release in a 3-pronged pattern.  First, this fall (Oct/Nov) we will release our film first on DVD, to be purchased off the Internet (exact date to be released soon), along with some extras that tie into the film’s themes.  Second, next spring we will start a 6-month national, alternative screening tour (“Participation Screenings” – see note below).  The plan is to start around the middle of March and go until the middle of September.  We also intend to have some surprises at some of these screenings.  Third, after those windows are done, we will release it as a digital download.  As far as what happens beyond that, we’ll see how that plays out.  We certainly have some other ideas and plans we’re developing.

A couple things to point out as to why we are going this route.  We do not believe in the tired, dark ages, pay-per-use model that Hollywood still promotes.  We want to get the film in your hands, to watch it when and where you want, and as often as you want.  In fact, we’re learned (and I’ve written about) that because of the nature and subject matter of our particular film, it takes several viewings for all the nuances of the film to really come across.  Of course, for those of you who are smarter than the average bear (which we feel our audience will be), maybe once is enough.  But as the filmmaker on record, I will respectfully challenge you on that.  I of course say that tongue in cheek.  My hope and real point is that I feel you will get more enjoyment from the film through multiple viewings.  I think it’s just that kind of film.

And to spice this all up, we are officially announcing the idea of our “Participation Screenings”.  So, instead of having any kind of theatrical release first and then a DVD release, we are reversing that model for another reason.  Which takes us to this next point.  There are several provocative, possibly controversial, and hopefully exciting, issues that we touch upon and explore in the film.  Also, for obvious reasons, we generate more questions than we could possibly answer in a film of 105 minutes.  It will be through our screening tour, after you (our audience) have had the opportunity to view the film on DVD (hopefully multiple times with friends and family), then think about, process and consider what the film could be all about, that you will be given the option to ‘take us to task’.  In other words, after the screenings we will conduct a Q & A (question and answer) participation session to get to the bottom of the film’s issues.  Issues that face us all, whether we want to admit it or not.  Sound provocative enough?  Good.  In a nutshell, after you have had the chance to listen to us, we will literally be available to listen to you.

When all is said and done, I know this film is definitely not for everyone.  However, I do strongly feel that “Dreams Awake” will have a special audience, so I believe we need to treat you that way and service you that way.  After all, it is Straight To You.  And you are special, right?

JAD