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The Gen Art Bellwether

The Gen Art Bellwether

Yesterday saw the announcement of the return of Gen Art. As much as the flurry of Sundance activity seems have thrust the indie film scene from its slumber, I can’t help but wonder if the return of Gen Art marks a more interesting shift. Gen Art occupies a unique position sitting right on the line between young upscale, artistically minded professionals and independent film. When the organization shuttered its doors soon after the financial collapse it was due to those professionals (the so-called Gen Art audience) losing a large percentage of their disposable income in combination with the lack of sponsorship dollars. Essentially the brand’s value lies in its audience, and its resurgence has to be tied to the reemergence of that audience. Young professionals returning to independent film? Now that’s a bellwether of good things to come.

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