Indie films: There’s no happy ending yet
Independent and art films have always faced an uphill battle for recognition. The coronavirus outbreak has made it steeper. As mainstream cinemas remain largely closed in China, private groups that promote and screen independent and art films are also struggling to survive.
A few weeks ago, a public letter published by independent film promoter Directube on its WeChat account caught the attention of art film fans.
In the letter, the group said it intends to shed some of its screening facilities and sell off some equipment to ease its financial burden. It said it would be seeking new facilities because its previous rental contracts have expired.
Directube is known for its role in promoting and sharing information about artistic and independent films. Apart from creating original content on Weibo and WeChat accounts, it has organized screening activities featuring independent films, especially documentaries by young Chinese directors. The directors are frequently invited to attend and discuss their works with audiences.
“These ‘communication sessions’ were a major attraction of our screening activity,” Chen Xiaoran, a co-founder of Directube, told Shanghai Daily. “Audiences get very few opportunities to communicate with film creators except at some film festivals. The feedback directors get from audiences can inspire them in their future creations.”
Unlike commercial films with easy access to general audiences through cinemas, artistic and independent films are usually aimed at a niche market. They may be serious and experimental in their esthetic expression. They are not designed for mass appeal.
It’s hard for independent filmmakers, especially those focusing on social causes and marginalized populations, to gauge audience reaction. They usually lack the resources to promote their films, and some of their works are yet to gain a public screening certificate issued by the China Film Administration.
“All directors want their works to reach audiences, no matter how niche a market,” said Chen. “Also, film fans have the right to choices beyond mainstream cinemas. We want to open a new window for them.”
Chen majored in broadcasting in college and joined a finance radio channel after graduation. Later, while working as a film producer, he befriended Shen Hancheng, an independent filmmaker and founder of Directube.
“I first noticed Shen years ago when I was reading his film reviews on the website Douban,” said Chen. “I was also impressed by his documentary about his father. After getting to know more independent filmmakers, who are sincere and passionate about film, I realized that they are the group of people I wanted to work with.”
With savings from previous jobs, Chen joined hands with Shen and became a full-time Directube operator in 2017. Shen used his resources to get copyrights of films from directors and invited them for post-screening talks.
Shen and Chen also produce original content, such as interviews with directors, industry insight stories, reports about film festivals around China and even lighter content like poster design information.
They also collect screening information on artistic and independent films for their relatively modest but devoted legion of followers. Directube has 190,000 followers on Weibo and near 100,000 followers on WeChat.
Chen and Shen have been organizing film screening activities, mainly in Shanghai, since 2017. They utilized available space in bookstores, cafes and even handicraft workshops in shopping malls to show the films.
“Despite the various venues, but we never lowered our screening standards,” said Chen, who purchased professional projection and sound equipment and adjusted color for every film screened.
Chen said Directube mainly screened art films and documentaries by young independent directors, as well as winners of independent film festivals around the country.
“Both directors and audiences enjoy our post-screening talks,” said Chen. “Our audiences are usually quite knowledgeable about films. They often give very professional feedback, which can help young director grow. Some in the audiences are learning filmmaking and love the chance to discuss the art with others who share their interest.”
When Directube screened films that did have a public screening certificate, Chen would rent a hall from a cinema and sell tickets to cover the rental fee. All activities held outside mainstream cinemas were free.
It was all time-consuming work. Chen and Shen occasionally recruited volunteers to assist in screening activities or help translate articles the group posts.
“We don’t have the ability to pay volunteers,” said Chen. “Most of them offered to help because they like us. But I don’t want to exploit them, so I spent time with them sharing my knowledge about films.”
He added: “Some volunteers were film major students. I would recommend films or give my opinion if they need advice in academic thesis writing. Sincerity is all that I have offer