This page is a work in progress. It will only evolve with your comments. Every filmmaker has expectations for screenings. Some of mine may surprise you. Please let me know if these suggestions make sense.
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Think about your goals and the audience
Films for social action and social change can be used in many contexts. They don’t need to be specific to the issue or location to be effective. The Texas Homeless Network recently scheduled a showing of “Shelter” (about domestic violence survivors in West Virginia) at their annual conference. The audience, mainly providers, responded strongly, in part because domestic violence is a major immediate cause of homelessness.
Be careful not to underestimate your audience – especially if it consists of children. When I worked with Appalshop, we would show films to elementary school children in order to develop pride and respect for Appalachian culture. “On Our Own Land” which is intensely political was more effective than “Morgan Sexton” about a banjo player. The children, some as young as six, said that the film “showed us fighting back” and made them proud to be from eastern Kentucky.
Films rarely work as entertainment at meetings. Generally people would prefer to talk with each other or dance or drink or some combination. Try to find a way to include the film in a larger event. I would rather show a clip of a film and have the opportunity to talk with people, than show the whole film in a dark theater.
Find a Partner or Partners
Films can be an effective way to bring groups together, but you will need to create an alliance before scheduling the film. Look for local activist groups, student organizations, faith-based organizations, and local unions. Be aware of the power dynamic between groups. If, for example, you are planning a screening with a mainstream national group and a local environmental justice group, be sure to invite the local group to speak and find a venue where the local group is comfortable.
You may want to use the film in a small intimate group. Does the film suggest action that your leadership would like to take? Can it be a model? Some of the most effective screenings can be with five committed people.
Place and equipment
It’s always easier if you can find a space that is dark, has seats, and has a video projector and sound system. Many schools, libraries, and churches have this kind of space and you probably will not need to pay for it. However, these spaces may not be appropriate for your audience.
Two of the best screenings of “Morristown: in the air and sun” were a Mexican restaurant at 6 am on the restaurant’s big screen television and a local union hall where poultry workers provided a video projector and a complete sound system. DVD’s are mobile. They can go to classrooms or hospitals or local halls or the workplace.
The sound is most important. You may want to bring some speakers and an amplifier. If possible play the DVD all the way through on the DVD player or computer that you will use with enough time to request a replacement. Beware of any DVD with a paper label. Make sure that the aspect ratio is correct on the projector — generally a menu item. I had a film projected for 150 people at the wrong aspect ration (look at all the squished people!). Many of my films are standard definition 4:3 (1.33:1). If projected at 16:9 (1.78:1), the image becomes distorted.
Facilitation and discussion
This is an art. Try to find someone with empathy, compassion, and listening skills. With your facilitator, decide whether you will need a panel. Do you want the filmmaker to come? Try not to invite too many people for the panel. The audience also needs a chance to talk.
When screening with young audiences, interrupt the film frequently. Break it up with discussion rather than holding off until the end.
Turn Out
If possible, know the date, time, and place about a month ahead. That allows you to ask organizations to list the screening in their newsletters and e-letters. Ask them to pass out leaflets, post flyers, and pass along information to friends and local papers.
E-mail is wonderful but it doesn’t usually make people leave their homes. (They’re too busy e-mailing.) Phone calls are better and face-to-face meetings are the best.
One successful screening of “Morristown: in the air and sun” was co-sponsored by two groups, the Mexican American Cultural Center and Texas Folklife. At least six other local groups including three immigrant rights groups, a local labor union, a student organization, and a poet set up tables at the event and distributed literature.
Follow Up
Keep a sign-in sheet with contact information and be sure to contact everyone on the list after the screening with a clear statement of your goals for the future. (There’s no point in collecting names if you’re not going to follow up.)
If possible, have ideas for action that people can take in response to the film’s message and your goals. Use the question and answer time to strategize. Send me any feedback so that we can continue this discussion.