Navigating the Action Film Industry of the Future

In my last post I used Cannes and AFM to take a snapshot of the action industry and predict what the climate will be like in a couple years. Impossible? Maybe, but using some basic principles I think we can be pretty accurate, within fifty percent. So how does it relate to us as indie genre filmmakers? And what’s to be done?

We have two big walls to scale, but don’t worry. We’re spry enough to have notable advantages on both:

1. The indie (drama) film market has been unsuited to genre films since by nature genre films cost more to make. But with decreasing costs of technology, and provided you can round up affordable talent that specializes in the genre (vfx people for sci-fi, stunt people for action, makeup people for horror, etc.), it’s entirely possible to short-circuit this.

2. The studio (genre) film market is locked off to low budget films because funding usually comes from risk averse investors, who see your low budget film as a waste of change. But innovation is easier for a small player, who can target systemic inefficiencies in the studio system and make the case to an investor that a new idea could be marketable. This can lead the way to funding, which leads to casting, etc.

And not to mention:

3. Government funding in Europe is never guaranteed, especially considering the possibility of a Euro crisis. Film funds would be cut long before pensions. Low-budget genre films might then be an opportunity in Euro Zone countries, since the genre itself is more marketable by nature (ask Luc Besson), and the risk at a low budget is, of course, low.

So that’s the good news. As an indie genre filmmaker, you’re positioned between two slow-moving goliaths. Get lured into the subsidized art film industry via the University, and you lose your genre edge. Get lured into the high-grossing studio system via trade unions, lose your autonomy. The road between the two is wide but barely travelled. Do you have enough trail mix?

Of course, if this was all good news I’d be a millionaire by now. We have to come down to earth and realize what we’re up against. Indie genre filmmakers have to realize that the market is rapidly stratifying . To the left, Hunger Games, stardom, theatrical distribution of multi-billion dollar franchises. To the right, self-distribution, autonomy, micro-budget films and lifelong starvation, maybe living in mom’s basement. The rapidly diminishing middle road, the one we’ve been aiming for, is home video, with low to middle budget films that one could once make a living off. When video-on-demand and piracy came around, this middle road, well traveled and smooth as it is, became so narrow it’s now got construction signs every fifteen feet and is home to sinkholes and wild, hairy mammals that will eat you alive and leave you with less than you started with. Is it worth it? Do you still have that other job that paid bills?

This stratification isn’t the work of an evil overlord or the dumb masses, but a natural result of an industry that has more technology than it knows what to do with. To say the market is in flux is like saying the dodo bird just needed some tender care until it could grow fangs. We’ve created the beast of technology, and we’re stuck with its wild swings until we start outlawing it or it crashes into a rock. How will we make a living? Will we make a living? Or will filmmaking, like shoe repair or Pascal programming, become better suited as a hobby?

I’m actually not worried. There is only one big competitor for film, and that’s video games . And video games are genre to the bone. People hunger for hard conflict, anything to feed the beast inside that’s being tranquilized by civilization. We turn to video games for firsthand access and pay a lot of money for it. The market for action is still alive and well, and it’s arguably the reason boys stay home from the movies. They killed the arcade. Will they kill cinema? To prevent this awful fate, we need to show them how well we can do it, since nobody else seems to give a crap about doing this.

As micro budget filmmakers, how do we prove ourselves to the world if we can’t even get our masterpiece off the ground? If my own experience can serve as a pithy example, I would do this in three stages, one film per stage.

First stage: shoot an ultra-low budget feature film for as little cash as possible. Maybe portion out $5k from your college tuition and tell your parents (or yourself, or the government, or whoever is providing it) that it’s part of a work-study program that’ll teach you more than any class could. Write, direct, produce, and star in it if you have to, edit it, and stick it on a DVD or release it online. You should be able to get some willing and able college kids to help you out, since they probably won’t have anything better to do. Making a feature-length action film is cool. Prove that you can just get something done without demanding millions of dollars, or anything for that matter, except for some time from your friends. You prove yourself as a director to your cast and crew, and you prove yourself to the market as someone competent enough to make decent entertainment. The bar is low already. If you can make your $5k back, even better, but getting $0 back in exchange for a huge audience and more dedicated crew isn’t a bad deal. Most important thing: finish it.

Second stage: save some money, fix whatever needs fixing (for me, it was everything except the action, hopefully you’ll be further along than this), and shoot on a micro budget of $20,000 to $100,000. This sounds like a lot, but $20,000 is roughly the credit line equivalent of seven credit cards, the max one should have before their credit rating begins plummeting, so it’s feasible. I don’t recommend this option since it’s the worst option outside of gambling or theft, but the barrier to entry isn’t prohibitive. Feed everyone in the production, and pay anyone who’s not an extra, even if it’s just a little. Make it feel official. Get one celebrity of some kind, which may require visiting a trade show in LA and handing out free copies of your first film to willing participants (it’s how we got Johnny Yong Bosch). Finish this second movie on a schedule and make it kick ass. Release it officially however you can, either at a festival or via a distributor. Prove you’re not only able to make stuff, but you can sell it too. Again, you’ve asked for no favors. So nobody hates you yet, except for your competition in the industry. And your competition makes bad action.

Third stage, which is the rocky territory: people need to bet on you. You’ve proven you can make stuff, and you can sell stuff. Now, someone’s gotta take a risk. If you have to ask for this, you may want to milk your previous two projects, and then put the word out that you’re looking to collaborate on your next project. Farm out your weaknesses to more talented people, since you’ll know what you’re good at by now.

From here, it’s into the blue. Maybe the next step will have to be theatrical, or straight to VOD, or maybe a police state will eliminate piracy and home video will make a resurgence! (crickets) Regardless, the most important lesson to take away from this or any other plan you might devise is don’t try to make a million bucks on your first film . That’s instant suicide. Filmmaking is a career, not the lottery. Even on a steady shoot, hour-by-hour you’ll be paid less than a UAW member from GM. A good work ethic is absolutely essential, as is some tough bark for all the times when locations, people, or funds will fall through. Sometimes all in the same day.

So as indie genre filmmakers, we have an entirely new road to cut, pave, and travel to see if it leads anywhere. If I didn’t believe it went somewhere great, I wouldn’t be here. I’d be in France.

Good luck, and always feel free to leave comments!