For Filmmaker Magazine’s summer issue, I delved into the question: Where is the under-30s audience for indie film?. It’s a query that’s been asked and asked again recently, and few people have attempted to answer it.
To distill some of the major points:
1.) Younger audiences are going to art-houses less and less and watching more films online (which shouldn’t be a surprise to anyone),
2.) Exhibitors and distributors need to create an event, or a close community and an intimate relationship with younger audiences,
3.) This is the one that really gets me: younger audiences do not care about reviews. As Todd Sklar told me, newspaper blurbs, pull quotes and festival pedigree means little to under-30s. “They don’t care if it played at Sundance,” he says. “They just want to know if they can watch the trailer and do they like it?”
So for me, one of the key quandaries is this: For filmmakers whose films are meant to play for a younger audience, how do they market art to them? As I wrote, “Should Andrew Bujalski, then, have made a short music video to promote his next film? And what would the viral comedy clip for Bradley Rust Gray’s The Exploding Girl look like? These are questions the next generation of art filmmakers might need to consider.”