It’s been a busy three years for Charlie Phillips since we last spoke, not long after he became Head of Docs at the Guardian. With so much changing in the land of online documentaries, I thought it was time for a check in with him about how the Guardian has evolved. Here’s an edited transcript of a recent conversation.
Carol Nahra: Talk me through what has worked and what hasn’t at the Guardian?
Charlie Phillips: In the early days we were trying different things out and we were initially doing shorter docs than what we’re doing now. Everything was around 10 minutes or something. It was always my hunch that what would work better for us would be to do stuff that you needed a certain investment in it. Films that were more like 20-30 minutes, and it was signposted that it was going to be really compelling. You’d have to sit back and concentrate and give it time to watch things through. If you made that promise to people that it was going to be worth 25 minutes of your time then they are more like to watch it, rather than giving them the impression that you can watch it really quickly on your mobile.
We also shifted from trying to do loads of films – we were initially trying to put them out every one to two weeks – to say it’s better if we do one approximately every three weeks or even four. Then we give it a massive publicity blitz, give it loads of love, make sure it’s the best it can be.
CN: How do you do that?
CP: We put a lot more time and effort into the promotion. We treat them like event releases, which is why you get a massive banner advert whenever we release a doc, on the front page of the site. They’ve got a different player. So it is more of a kind of immersive experience watching the films. It’s different than everything else we put out – so the whole experience watching is different. They’re higher resolution, we chapterise the films. And also it was my belief that this should be a really global strand. So we really doubled down to ensure that we cover as many countries as possible.
CN: How do you define success, and a good recent film that was successful?
CP: For me the main marker of success is that we put out a film that we are proud of and that has told an untold story. We then also want the films to be seen by lots of people. And we get pretty decent viewing figures – our viewing figures are constantly higher than I ever thought we’d get.
The film we did about Qandeel Baloch has done exceptionally well. Over 200,000 just on Youtube alone and a couple of hundred thousand more on site. That was a pleasant surprise, because it’s primarily a non English language, it’s about what would be a remote place. It’s about a feminist, almost entirely told through social media video and graphics. In some ways the aesthetic of it is quite scrappy, in a good way. But people really took to because it was about a young woman who was killed because of the politics around her. That was really gratifying for a film which is set in Pakistan, for which only a limited amount of original material was shot, and in many ways is quite experimental. We put in a lot of time and effort working with the filmmaker to get it right – it went through a lot of cuts. That was a Bertha partnership.
CN: Congratulations on the Grierson for Fish Story (Best Documentary Short). Of course that’s very different in tone and feel from everything else.
CP: Yeah that was a really rare one for us because we took it as an acquisition rather than as a commission. But I knew it would work for us, a) cause it’s a brilliant film but b) because it has a relationship with journalism. It is in fact an investigative journalism film, it’s just that Charlie (Lyne, the director) is also kind of deconstructing investigative journalism at the same time and doing it in a funny way. It’s just a brilliant film, and it resonates with people and it’s obviously very poignant and clever. There is a part of the Guardian’s general identity which is about being lighthearted and fun. We couldn’t do a whole strand of films like Fish Story, much as I’d like to, but it’s definitely part of our remit to do the occasional thing like that.
CN: What’s been the biggest surprise for you on this journey?
CP: I think genuinely that people want to watch the films. The hunch that on a news and journalism platform that you could get really good audiences for short documentaries that look like documentary films rather than news reports. I think we’ve shown you can get a pretty mainstream audience for what’s often quite challenging and hard hitting stuff.