'freakonomics' May Flourish Online, Not In Theaters
Filmmakers Chad Troutwine and Rafi Chaudry believe that online movies are best experienced in a movie theater.
This, of course, is the classic model for experiencing cinematic art. But producers Troutwine and Chaudry also realize that in the 21st century, this classic model isn't particularly friendly toward small, independent films with limited marketing budgets. So in conjunction with their distributor, Magnolia Pictures, Troutwine and Chaudry unveiled their new film, "Freakonomics," on iTunes and cable TV on demand several weeks before it appeared in the theaters.
In putting the cart before the horse, Troutwine, Chaudry and Magnolia may end up with a one-time experiment. Or they may be ushering in the future.
I'm betting on the latter.
The traditional movie release pattern goes something like this: (1) theatrical release; (2) on demand; (3) high-end premium cable (HBO, Showtime); (4) DVD/download; (5) broadcast TV.
For the foreseeable future, this approach will remain the norm for big-budget Hollywood pictures. These films will continue to attract big crowds to the megaplex.
But the "Freakonomics" experiment may offer salvation for the "little" picture.
In many midsize towns, you have a couple of big-chain multiplexes . . . and that's it. No arthouse. Films like "Winter's Bone" or "The Girl With the Dragon Tattoo" or "Freakonomics" simply won't play in those burgs.
In many ways, the "Freakonomics" situation is ideal for a new approach (in fact, it's the first film to debut on iTunes before a theatrical release).
For starters, the movie is based on two best-selling books. Plus, the authors write a "Freakonomics" blog on the New York Times' website. That means there's an audience out there well-informed on the whole "Freakonomics" scene.
It also means that "Freakonomics" fans possess at least minimal Internet skills.
This approach also recognizes that there's an entire generation that thrives on the immediate satisfaction of watching films via digital platforms. These are people who, Chaudry says, "want to see it when they want to see it."
Granted, this won't work for every movie.
"Freakonomics" is special in that it already has a substantial fan base. But I could see it becoming the norm for, say, low-budget horror and documentaries or even certain foreign films.
The downside to all this?
Just this: If digital delivery becomes the answer for struggling indies, what happens to our arthouses?
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