Goldwater on the funding and impact-measuring innovations from Ava Duvernay's' latest film "Origin" for other mission-driven media projects
Author: A. Prince Albert III, Founder
Date: January 11, 2024
In film production, traditional financing models typically rely on studio support, private investments, pre-sales, and tax incentives. These methods often prioritize commercial viability and profit, sometimes at the cost of creative freedom and artistic integrity. However, filmmaker Ava DuVernay, in her pursuit to create "Origin," a film adaptation of Isabel Wilkerson's' "Caste," pioneered a groundbreaking approach that challenges these conventional frameworks.
Traditional Film Financing Models
In the Studio Financing model, major film studios, often part of more giant media conglomerates finance film projects. These studios typically select projects that align with their commercial objectives, focusing on genres and themes likely to attract large audiences and generate substantial box office revenue. Blockbusters, franchise films, and sequels are common examples. The investors here are the studios themselves, who provide the funding, handle distribution and marketing, and often have significant creative control over the project.
Independent films, known for their artistic, niche, or unconventional content, usually don't fit the commercial criteria of major studios. They rely on a variety of funding sources, including private investors (individuals who provide funds in exchange for a return on their investment), film grants (funds provided by government bodies or cultural institutions that don't typically require repayment), and pre-sales to film distributors (where rights to distribute the film are sold in various markets before the film is completed). These investors and funders may have different motivations, from financial gain to supporting art for cultural reasons.
The foreign sales and pre-sales model involves selling the film's distribution rights to foreign markets before the film is completed. Producers and filmmakers showcase their projects at film markets and festivals to attract international distributors. The funding is secured based on anticipating the film's success in those markets. This method is particularly useful for cinema with a potentially wide international appeal or catering to specific foreign markets.
Many states and countries offer tax incentives and tax rebates to encourage filmmaking in their region, which can reduce production costs. These incentives can be direct cash rebates, tax credits, or discounts. This method is appealing to producers as it lowers the overall budget required. Government bodies that offer these incentives and the production companies apply for and utilize them.
Crowdfunding is a relatively new approach enabled by the internet. Crowdfunding involves raising small amounts of money from a large number of people. Platforms like Kickstarter and Indiegogo are commonly used. This method is prevalent among independent filmmakers and those working on projects that might not attract traditional investors due to their niche appeal or unconventional nature. The participants are typically the general public who contribute small amounts in exchange for rewards, such as merchandise, credits, or an early viewing of the film.
Ava's' Mission-Driven Model
Ava DuVernay's approach to financing her film "Origin" represents a significant departure from traditional film financing models and showcases an innovative approach towards mobilizing resources for social impact films. Faced with the challenge of conventional funding avenues, DuVernay turned to philanthropic sources, acknowledging the unconventional nature of her project by stating, "I'd' say 99 percent of folks would not get this film greenlit because it's' unruly." Her pursuit led to securing backing from notable philanthropic entities and individuals, including the Ford Foundation, Melinda French Gates, Laurene Powell Jobs, and NBA stars like Chris Paul and Karl-Anthony Towns. These financiers were driven not by the prospect of financial return but by the potential for social impact. This move signified a shift from the standard profit-centric motives to a focus on creating social impact, highlighting a profound altruistic change in the underlying objectives of film financing.
Furthermore, DuVernay's strategy involved collaboration with nontraditional film investors. These included nonprofits, philanthropists, and celebrities – entities not commonly associated with the film financing sector but whose goals were more closely aligned with the social message of "Origin." This alignment allowed for a unique synergy between the film's thematic goals and the investors' aspirations for societal change. Darren Walker, president of the Ford Foundation, which made a significant contribution, highlighted the film as "the most important contribution to truth-telling of American history." Celebrity involvement further enhanced the project's visibility and impact, with Chris Paul expressing how the film "stays with you and lights a fire under you."
The adage says, " he who pays the piper picks the tune."Â Perhaps most importantly, this approach afforded DuVernay greater creative control and autonomy over her project. The nontraditional funders, driven by their commitment to social impact rather than box office success, were less inclined to impose commercial constraints on the film's content and production. DuVernay maintained her artistic vision and integrity, ensuring that the film could explore complex and challenging themes without the pressure of commercial considerations. DuVernay's method of financing "Origin" broke new ground regarding funding sources and redefined the relationship between a film's financing and its creative and social objectives.
DuVernay's' vision and commitment to establishing a new paradigm where organizations and nonprofits actively support films with significant social messages are central to this innovative financing model. By carefully managing budgets and not overextending financial requests, DuVernay aspired to create a sustainable and replicable model for funding socially impactful cinema, emphasizing the role of art in driving societal change and the responsibility of benefactors in nurturing this form of expression.
Original Mission-Driven Metrics
Laurene Powell Jobs of the Emerson Collective, another critical backer, envisioned the film as catalysts for discussions on societal inequities. This strategic collaboration underscores the intent behind the philanthropic support — fostering social change and encouraging dialogue rather than focusing on box office success. Powell Jobs' approach, which included using a "dashboard of metrics" to gauge the film's impact, emphasizes a systematic and outcome-oriented perspective in supporting art.
The article does not specify the exact metrics that Laurene Powell Jobs' "dashboard of metrics" used to gauge the impact of Ava DuVernay's film "Origin." However, Goldwater's' experience with measuring abstract social impacts in quantifiable ways prompts me to "reverse engineer" what qualitative and quantitative metrics for a social impact dashboard for media projects could look like.Â
Quantitative measurements would likely begin with traditional media metrics like (1) audience reach and engagement, such as data on the number of viewers, the audience's geographic distribution, viewer demographics, time spent watching the film, repeat viewings, and randomized viewer feedback. (2) Financial performance, including box office earnings and streaming figures, although not the primary focus for a project like "Origin," is still relevant for understanding its commercial reach and audience size. (3) Critical reception, where industry experts analyze reviews from film critics and the film's performance at festivals, including awards and nominations, to gauge professional appreciation and artistic merit.
However, more innovative metrics to measure impact likely include the following components. (4) Cultural impact is measured through surveys, interviews, and media analysis, examining the film's influence on societal debates and perceptions. Measuring cultural impact includes developing queries to scrutinize discussions about the film on digital platforms. Data on (5) educational and community outreach could examine the film's use in academic and communal settings, evaluating its role as an educational tool and its ability to foster community dialogue. However, there is almost no public discussion about how films impact politics, policies, and political processes. Perhaps this social impact dashboard for media projects should measure the (6) policy influence of ''Origin.'' It assesses the film's impact on public policy and legislative changes, particularly for films addressing significant social issues. These diverse metrics collectively provide a comprehensive picture of the film's overall impact and success in achieving its social objectives.
Goldwater's' Approach to Mission-Driven Media & Entertainment
With its unwavering commitment to fostering social change, Goldwater Ventures stands as a vanguard in mission-driven media and entertainment. Our approach transcends the conventional, weaving together innovative funding strategies, robust impact measurement, and deep cultural expertise to birth media projects that are artistically captivating and socially transformative.
Innovative Funding for Mission-Driven Projects
Understanding the limitations of traditional financing models in media, Goldwater opens doors to nontraditional funding avenues. Inspired by Ava DuVernay's groundbreaking approach in "Origin," we partner with philanthropic entities, nonprofits, and socially conscious investors who prioritize impact over profit. This model allows creative projects to maintain their integrity and focus on delivering powerful social messages without the constraints of commercial pressures.
Measuring Impact with Precision and Depth
Goldwater Ventures recognizes the importance of quantifying the social impact of media projects. We employ a sophisticated 'dashboard of metrics', similar to the approach used by Laurene Powell Jobs for "Origin". This includes traditional media metrics like audience reach and engagement, but we go further, assessing the project's cultural, educational, and policy influence. Our comprehensive evaluation framework ensures that the impact of these projects is not just felt but also understood in measurable terms.
Cultural Expertise for Authentic Storytelling
At the heart of our methodology lies a deep respect for cultural authenticity. We bring cultural expertise to the table, ensuring that the stories told are true to their roots and resonate universally. Our strategic advice in content development, narrative crafting, and cultural representation guarantees that the stories we help bring to life are both inspiring and culturally sensitive.
We invite those with mission-driven media projects to collaborate with Goldwater Ventures. Whether you seek innovative funding solutions, strategies to measure your project's social impact or expertise in culturally authentic storytelling, our team is equipped to guide your journey. Our approach is not just about creating media; it's about igniting social change through the power of storytelling. Contact us to explore how we can work together to bring your vision to life and make a lasting impact on society.
Citation
A. Prince Albert III, Media on a Mission: Goldwater on the funding and impact-measuring innovations from Ava Duvernay's' latest film 'Origin' for other mission-driven media projects, Goldwater Ventures (January 11, 2024), https://www.goldwaterventures.info/post/insight-media-on-a-mission.
References
Manohla Dargis, ''Origin'' Review: The Roots of Our Racism, N.Y. Times (December 7, 2023), https://www.nytimes.com/2023/12/07/movies/origin-review-ava-duvernay.html.
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