Changing Industry: As Dentler Moves to Cinetic's New Rights Management Division, A Pierson Steps in to Lead SXSW

“I’ve been saying for awhile now, seeing the worlds of new media and film overlap at SXSW, that there is a whole realm of possibility that the industry has yet to define. Young up-and-coming filmmakers are not finding a tradtional distribution deal, and I hope to help service that,” explained Dentler, who joined SXSW as an intern more than ten years ago, rising to become head of the film fest back in 2003. “I was tired of watching great films come and go, and I’m excited to be at Cinetic so that I can put my money where my mouth is.”

Asked to summarize CRM for iW, Matt Dentler explained simply, “It’s taking what I consider to be the gold standard of indie film representation and creating an extra aspect that is going to explore avenues that [filmmakers] think about and know about, but don’t know how to explore.”

Twenty years ago it was the Piersons—in particular Janet’s husband and business partner John Pierson—who emerged to shepherd indie films into distribution. The two were famously married at New York’s Film Forum, where Janet Pierson once worked, and the couple emerged as mavericks on the American independent film scene. Both Piersons are credited with helping usher into theaters milestone films such as Michael Moore‘s “Roger & Me” (1989), Richard Linlater‘s “Slacker” (1991) and Kevin Smith‘s “Clerks” (1994). They also launched the IFC TV series, “Split Screen.” The couple and their two children themselves then became the subject of a documentary in “Reel Paradise” (2005) by Steve James when the family moved to Fiji for a year and operated an independent cinema in a remote village. After returning to America, the Piersons left their Upstate New York home for Austin, TX after John Pierson, author of 1995’s “Spike, Mike Slackers and Dykes,” accepted a position in the film department at the University of Texas at Austin. Janet Pierson also immersed herself in the local film community soon after, joining the board of Richard Linklater’s Austin Film Society.

“I’ve been involved with film for so long and in so many different ways,” noted Janet Pierson, reflecting on her time in the indie community, “I’ve seen festivals change and grow, replacing the old art film world that I came of age with. So, it’s particularly fascinating to be a part of that evolution. My work both before John and with John has been championing work and connecting film with audiences. That’s why I’m particularly delighted [with this position]...It’s the perfect job, I can’t imagine anything more perfect for me in Austin.”

Meanwhile, elaborating on CRM, Texas filmmaker Richard Linklater’s longtime attorney John Sloss noted that Cinetic’s emerging unit is increasingly important amidst distinct changes in the marketplace for independent films. Reflecting on the tough market at this year’s Sundance Film Festival, Sloss cited a, “recession of revenue streams from traditional media,” while adding that the, “corresponding revenue streams of digital have not filled in the hole, but they are going to…”

“It’s a changing landscape,” prefaced Cinetic partner Rob Nathan on the iW call, with Sloss adding, “As pay TV deals recede and as the DVD revenues plateau these are the [areas] that are going to rise.”

With Sloss tapping Dentler to make the move to NYC, SXSW moved quickly to reach out to Janet Pierson for the position, even catching her a bit off guard she admitted. “On Thursday I was surprised to get a call from [SXSW founder] Louis Black saying that Matt was leaving for a great opportunity in New York and asking if I’d take over. The offer came out of the blue… As someone who loves film and has made it a part of my life here, I thought why not step in.”

Asked about any immediate changes at the festival, Janet Pierson said she still has yet to meet with the staff, but joked again about filling Dentler’s shoes. “I want to make a button that says, ‘I’m not Matt’ at SXSW 2009.’”

“I have my 25th anniversary this year, so everyone knows how I feel about my wife,” concluded John Pierson, in remarks to indieWIRE today, regarding his wife Janet’s appointment at SXSW. “I [also] want to give Matt the biggest thoughtful pat on the back. It’s a lovely two-part story, and everyone should be happy about it.”