Historically, films have been created for an audience, but totally separate from their input. Except for people inside the business re-reading screenplays and maybe some re-shoots after a test screening, films are complete and totally unseen before they hit theatres. I don't see a way for this system to change anytime soon, but documentaries, instead of fictional features, may find a way around this system. Adam McKay (who often produces Will Ferrell films and co-founded FunnyorDie.com) will produce an untitled documentary about high school dropouts that will develop with input from social media. Jason Pollock, who directed The Youngest Candidate, will helm the project.
This isn't the first time a documentary has tried to harness the power of social media. Life in a Day was created by editing together YouTube clips viewers had uploaded from around the world--all taken on the same day. This untitled high school dropout documentary has the potential for even further reach, because it centers on a social problem. "Issue" docs strive to create dialogue and activism after viewers exit the theatre. This doc will engage them before it even reaches a 90-minute cut. Since such films are often composed of discrete clips anyway, it would make sense if the director posted a clip, then incorporated the feedback he received on the clip into the movie as responses. I think there is a lot of potential to play around and create something innovative. McKay's background in both film and viral videos should give this project an extra lift.
Pollock reportedly will focus on teachers and students. Students, especially, have fully embraced social media. I bet teenagers will be more frank over the Internet than they would be if confronted with an adult and camera in person. Social media was originally designed as a way for people to keep in touch with their friends. Many attempts to monetize or create brand tie-ins using social media feel forced. This project doesn't, and that may be the key to its success.
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