“We’re in a Post-Movie Star Era”: Cinetic Media’s Joe Russo and John Sloss Discuss Streamers & Modern Stardom – Sands Film Festival

The topic of streaming came up during the keynote industry session of the second edition of the Sands Film Festival with Joe Russo and Cinetic Media founder John Sloss.

The two were joined on stage by British writer and director Adura Onashile (Girl), moderated by Deadline’s Mike Fleming, and he kicked off the panel by asking the group if they think it’s easier to break through as a new filmmaker now in the wake of the streaming market explosion.

“It was easier 15 years ago,” says indie veteran Sloss, whose credits include childhood, boys don’t cry, And Green Book. “Although there is more money than ever for content because of the pandemic and the disruption of all rights distribution, most of the money comes from the streamers and they are not looking for new voices. They love it when they get a full chance, but it’s not their business.

Russo, who has worked with Apple and Netflix and is prepping a new series for Prime Video, challenged Sloss, saying he believes streamers have expanded the range of stories and filmmakers audiences are exposed to.

“I think streamers have done more for diversity in five years than the theater world has done in 100 because they want to go global, so they use regional voices to attract viewers in those markets,” he said.

“For example, Squid Game, this program would not have worked ten years ago. It only works on Netflix, which is watched by 200 million people. And it helps break down the subtitle barrier, I think. Streamers are convincing in this regard.”

Onashile, his film debut Girl played Sundance and Gothenburg, echoing Russo’s sentiment and adding that British producers are becoming interested in subversive projects again.

“There’s a huge appetite for different kinds of stories and from a British perspective there’s definitely been a push recently to diversify the stories we see on our screen. But it is difficult,” she said.

While Russo and Onashile were optimistic about the impact streaming is having on some parts of the industry, the gray man The filmmaker warned audiences not to expect loyalty from streaming companies to the theatrical distribution model.

“There is no serious commitment from Netflix to show films in theaters. There isn’t one. And when they do, it’s to please a filmmaker who wants it in a theater,” he said.

“You get a week and a very small P&A effort. Watching the streaming service at home is against their business model. I don’t blame you. This is their business model. If you want to do a film, go to Sony or Disney.”

Fame and non-fiction films

Elsewhere, the panel discussed the future of nonfiction filmmaking, with Russo noting that streamers have done more to increase the popularity of documentaries over the past “30 or 40 years” than anyone else in the film industry.

Sloss added that streamers support documentary distribution, but the growing popularity is also an unintended consequence of the decline in the appeal of classically defined movie stars.

“We are in a post-movie star era, except maybe Tom Cruise,” he said, explaining that few stars can attract people to the theater.

“The idea that non-fiction is not as compelling as fiction is gone. There is no real difference unless you see a movie star. So the idea that documentaries are ghetto-like or less commercial stories than scripted films is gone.”

The first company to notice this trend was Netflix, according to Sloss.

“They didn’t tell us because they keep their data to themselves, but they started paying us more for documentaries. And that’s what we found out.”

While movie star appeal may be waning, Russo concluded that the idea of ​​FOMO, the fear of missing out, is the most powerful way to draw audiences to theaters.

“When we decide to do something theatrical, there has to be an element of FOMO [fear of missing out] He’s into storytelling, which can force you to step away from TikTok, he said, or not watch Netflix and go to a movie theater because you want to be part of a conversation.

He added, “That’s why the Marvel movies worked.”

The main audience was a mix of local filmmakers, industry professionals and students from the University of St Andrews, co-host of the Sands Film Festival.

Russos AGBO is one of the main sponsors of the festival.

This year’s edition ran from 14 to 16 April.