As Zara Balfour was getting ready for a limited cinema release of her award winning documentary Children of the Snow Land recently she received an unexpected blow: ourscreen, the platform which allows for one off community screenings was introducing a fee for new films. And for a documentary made on a shoestring, the price was enormous – £2,750 plus VAT. It was a death knell for any plans to use ourscreen to increase the numbers of communities who could watch the film.
“It completely excludes us from using it,” Balfour said. “It’s such a shame as it means community groups won’t be able to do their own special screenings of the film in cinemas. It’s such a high price point, it really sets the entry level at a place that just wouldn’t make financial sense for independent films.”
The fee was all the more of a shock given that it was introduced out of nowhere for Balfour’s distribution company, Dartmouth Films. “We’d been talking with them for a while about Zara’s film,” says Wayne D’Cruz, Dartmouth Film’s distribution coordinator. “ As of last week we were informed that a new model was meant to come into place, with the fee of £2,750. It’s simply exorbitant for any independent film distributor. More so with documentaries.”
Dartmouth Films has worked a number of times with ourscreen, to complement their distribution of feature length independent documentaries like The Ponds, and A Cambodian Spring. The company’s most successful use of the service has been for the documentary Resilience, which has had some sixteen screenings.
Ourscreen helped increase the visibility of documentaries which can be difficult to see on the big screen, according to Dartmouth Film’s founder Christo Hird: “Ourscreen was a valuable addition to the ways of getting independent specialist documentaries to audiences: if there was a proven audience for a film in a particular area the film would be shown,” says Hird. “It was a way in which the filmmaker – at no risk to the exhibitor – could back their hunch that people wanted to see their film.
D’Cruz says that the amount of return for ourscreen screenings can vary greatly, depending on the minimum guarantee requested by the cinemas. “With certain cinemas there have been times when we’ve sold out a cinema, offered a Q&A and we’ve only got £100 because of their fluctuating MGs (minimum guarantees).”
The move is a sign of the difficulty in making margins works between distributors, cinemas and platforms like ourscreen. The platform employs a crowdsourced model of screenings. It works with a number of cinemas and offers a 500+ catalogue of films to customers who organise screenings. More than a hundred of the catalogue are documentaries. If the customers sells enough tickets, the screening goes ahead.
According to Alex Huxley, ourscreen’s communication and publicity manager, the ourscreen model works best “with a title with a clear special interest audience and a target of around 20+ screenings. This hasn’t changed, and with this way of working we hope to provide filmmakers the opportunity to retain a high level of ownership, control and flexibility over their film.”
Huxley refused to confirm if the £2,750 plus VAT quoted for Children of the Snow Land would be a standard fee, saying the fees are “private and confidential”. He emphasised that the new fee reflects the costs of providing a range of services, including the web pages and logistical coordination of bookings. The new fee will be in part offset by offering films an increased share of the box office after the crowdfunded threshold has been reached.
According to Hird, this will not make a difference, as the new catalogue fee is insurmountable, and not close to something independent documentaries would be able to afford: “The new pricing structure makes no sense in the context of the way the vast majority of independent documentaries are made and funded.”
D’Cruz agrees, noting “I remain of the opinion that ourscreen is a great tool to democratise cinema programming, sharing that ‘power’ with cinema-goers. However, for it to be sustainable for all parties involved, concerns of independent distributors also need to be adequately represented with any change in model.”
That ourscreen might reconsider the size of its new fee, or introduce a sliding scale, is certainly possible, particularly if the company sees a drastic reduction in the number of films signing up. As Huxley notes: “Like any company or individual operating in this space we will always discuss and negotiate new ways of working with our partners. Depending on the project we will of course consider this on a case by case basis.”