DMC: 'Outfoxed' Creator Conquers The Web
The creator of widely acclaimed yet controversial films like "Outfoxed: Rupert Murdoch's War on Journalism" told the Digital Media Conference on Friday that Internet distribution and online activism has forever changed the way he does business.
Filmmaker Robert Greenwald and his company Brave New Films are now creating viral video campaigns focused on sociopolitical change that are shared for free, via the Web, e-mail, by partner organizations and through earned media. He began producing the shorts in January and has distributed nine to date.
Recent productions like "Fox Attacks" and "Impeach Gonzales" attracted millions of viewers in a matter of days. Hundreds of thousands took action on the issues they addressed. Not bad for a self-admitted non-techie (who once considered using the "reply all" feature on his e-mail account a breakthrough).
Greenwald's earlier longer-format releases also benefited immensely from the Web. He previously partnered with liberal activism site MoveOn.org to publicize one of his films. He expected to sell about 2,000 copes through the site. Instead, nearly 30,000 movies were sold and $1 million was raised. "That was the first education for all of us that there was an audience and the audience could be reached," he said.
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