As always, it all started from my own personal experience and an eagerness to overcome frustration. I’ve been producing and directing films since 2000. Many of them were broadcast in TV channels around the world, some of them won prizes in film festivals. But my true love, both as filmmaker and viewer, was movies made for niche audiences.
As an Israeli based independent filmmaker, I used to rely on public funding, which is quite developed here, much like in Europe, especially compared to the system in the US. Receiving $60,000-$100,000 for a movie just by preparing a written proposal and a short trailer can get your movie project started, but there are drawbacks: competition is fierce, and you have to abide by implicit tough rules regarding both your movie topic and the way you make it.
When I chose not to obey, the answer from film funds was always negative.
There’s not much one can argue about when trying to define ‘artistic considerations’, even when you know that art is a personal choice. But since I owned a post production facility, and a production house, I could allow myself to make my own movies from time to time, even without public support.
Then in 2007 I decided produce a film about Apple fanatics, a DIY effort that I’ve put to the test. I wanted to make a movie I was passionate about knowing it will never get government support. Finally, we produced MacHEADS totally independently from pre-production to distribution. Back in 2007 it was not the traditional route to skip film festivals and go straight to digital distribution. The stigma back than for going digital, was “straight to DVD” strategy, admitting you couldn’t find a distributor to buy your movie, not something every filmmaker wants to be associated with. iTunes movie service started only in 2008. We knew we could get more audience to see our movie the digital way, so we went for it, and we were right.
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