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Exit Through The Gift Shop, one of Sundance’s most subversive entries, is getting an unorthodox theatrical release. It has been acquired for distribution, sort of, by Producers Distribution Agency, which is run by Cinetic Media’s John Sloss, who repped the film at the festival.
Most buzzworthy Sundance films got bought for minimum guarantees by established distributors who made P&A commitments. This one, a documentary directed by the mystery-shrouded street artist Banksy, will debut in New York, L.A. and San Francisco on April 16 and then slowly platform to other cities. Through PDA, Sloss will book the theaters and handle the marketing and publicity with indie vets Richard Abramowitz and Donna Daniels.
When I passed by the Egyptian Theater one day during the festival, Sloss grabbed me to see the film. Without giving too much away, it focuses on Thierry Guetta, a French aspiring filmmaker who sets out to film street artists-turned art gallery fixtures like Banksy and Shepard Fairey, and then tries his own hand at it, despite questionable talent. It was well received and was funny in a Borat way, and many questioned if the whole thing was a put-on. Sloss swore the self-distribution strategy wasn’t done because no established distributor made an offer. There were several, he said.
Sloss said the strategy is right for Banksy, who never shows his face, and who left his mark at Sundance creating street paintings on walls that included rats wearing 3D glasses. He also decorated the side of a barn visible on the way into town, but that got quickly whitewashed.
“The 20th Century distribution model involved the transfer of rights for 15 to 20 years to distributors who said, `we have the access and knowledge you don’t, give us your film,’” Sloss said. “Now, there are a lot of high quality distribution and marketing execs for hire, and in the 21st Century, is the other model always necessary? We showed this to the head of Landmark Theaters, and he loved it. When Banksy has such an ability to generate awareness, do we really need significant P&A when so much of what Banksy does is viral?”
While Banksy be on hand to paint each town with his own version of a one-sheet?
“I’m not ruling anything out,” Sloss said.
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20th and 21st century translation are one and the same “the film did not sell. we had no real offers. we need to put it out ourselves.”
before denigrating this film, you should watch it.
regardless of whether it did or didn’t get any offers, it was the best film at sundance this year by a mile. thoroughly entertaining and had something very valid to say about the art world. But it’s easy to see why a bigger buyer might be scared off by a film this uncategorical.
snabbabash c’mon we all know that Steve Jobs is going to replace all you distribution guys with an App. Its ok you’ll make a great yoga teacher.
+1 what’sthatnoise
brilliant.
Is this comment from a studio employee? Sure seems so.
When a studio (with a board and shareholders) feels it should not be involved with what Ms. Finke describes as a “subversive” picture, does that that mean it’s not a fun project and going to be financially worth while? No.
When arguably the top dude in the indy game releases a film, is he doing it because he likes the project AND he knows in advance it will be worth his while. Yes.
Count on some old-school party-pooper such as the above commenter to put an ugly spin on it.
A mockumentary on British Street artists….mmmmmm. If it was any good and could make money Robert Baruc at Screen Media, or Eamonn Boles at Magnolia wold have picked it up.
so what? the filmmakers will do better controlling the process than handing it over to Baruc or Bowles or anyone else on the third tier. All props to Sloss and the filmmakers. Expect more of this to come.
Baruc or Boles? Come on. Screen Media couldn’t release its own ass without screwing it up. Magnolia isn’t quite as bad, but neither of these two guys know how to do more than just pick up substandard films and waste money releasing the film on two screens with no advertising support, dooming the films before they even have a chance. This film has a much better chance with the filmmakers and Sloss doing their own thing than having SM or Magnolia pick it up.
Totally agreed snabba. This thing was a total POS.
The fact that it didn’t sell is pointless. The distribution system, which has been in place for 100 years, is a broken-down wreck. You have to give Cinetic a lot of credit for attempting an honest experiment in replacing/updating it. Besides, the unconventional release strategy matches the unconventional nature of the film.
I like the entrepreneurial spirit of it. The guerilla nature of it fits Banksy’s brand and it will be easy to generate individual buzz pieces on a local level, even if it’s just a literal street team tagging the city as if he’s there. The man is very good at parlaying his mystique…this is just another example of that.
He also decorated the side of a barn visible on the way into town, but that got quickly whitewashed.
I never thought I would see the day where people wipe their behinds with winning lottery tickets.
That Barn wall could have been worth millions in a few years…… If they only knew who vandalized their barn…..
I could not give my movie away at Sundance 5 years ago. I started making a movie kinda in this genre in 2001 and finished it just recently. We just went up there to pass out some raw footage and get feedback, people would not even take it for a fucking coaster. We got the best feedback on Craigslist. And I was like, aren’t you here to find at least something new. This is just like the Grove but with Snow and more Mormons, I am audi5000.
I hope this movie is like what if Girl Talk directed a film in the way he made music. Can’t wait to see it. That and Splice and Welcome To The Rileys, I am not a complete indie whore, I just like anything that challenges me.
“Best film at Sundance” my ass. Lots of hype for a pretty good film.
The Banksy tag on the lean-to going into Park City looked sub-par due to a heavy snow storm smudging most of it. Better off white washed and let the 5 or 6 other stronger pieces stand out.
You don’t know much about art, do you?
People would give their limbs for the chance the recover the smudged remains of Leonardo’s Battle of Anghiari. This is not a hyperbole. Actual limbs and actual people for the mere chance of seeing it.
Banksy is not Leonardo but white-washing a work of his is still like burning cash.
good luck to ‘em. UK distrib Revolver bought it from Cinetic, did a brilliant marketing campaign and it still only so-so…and that’s in Banksy’s home territory.
Saw the preem at Sundance. Incredible, genre-bending, and in every way guerilla art, but with token Banksy wit and insight. Attracted huge audience and waiting list with some of the highest-profile attendees I’d seen yet. Same with his art exhibits– lines down the street to get in. The public isn’t accosted by advertisements to spend money to see Banksy’s work. They throw money at the doormen just to get a peek inside.
how many ways can you say conflict of interest? A sales agent releasing a film that was supposedly being pursued by buyers? If I was a buyer who made a genuine offer on this film I would be crossing Cinetic off my call list permanently. the point is not whether the film is good, great or terrible – the bigger question is why would the producers of the film let their sales agent release the film with a cobbled together distribution team if any real or substantial offers were made for the film? The stink of the spin on this one is overpowering from many miles away. Just admit nobody wanted to pay any real money and boldly implement your “21st century” plan -the inevitable gloating will be forthcoming regardless of what really happened prior to the release
Easy there, gaveler… Cinetic could have justifiably held out for certain prices (mutually agreed upon with the producers) based on the knowledge that this Banksy is about to become a household name, and because their A-list hipster fans are calling the film a must-see. It’s possibly that all parties involved are pretty happy and excited right about now.
Don’t get me wrong I’m no fan of Cinetic ( they handle crummy art films that no one goes to see) but you are going to see a lot more Sales Agents release films that no distributors will buy, because there’s no DVD safety net.
And for What IFC (the last stop on the money train) offers most Indie film makers, you’re better off teaming up with your Sales Agent, renting some guys and releasing the film yourselves. It’s not Rocket Science. And hey if Sloss can do it, that proves the argument. I wish him well, it’s old school to put up your own money. More power to him.
yeah that’s we have been doing with our films for years. We just release our stuff in festivals and we rent out local theaters and charge people who want to come and or give out DVDs and Downloads for free so they want to come see it big in a theater, then go back out with new funds and make more cool shit, just bigger. This is like so 1998, we have been doing this ourselves in Silicon Valley since we were in high school. I mean it takes longer to make a big feature, but no one fucks with us, unless we let them and if we fail, it’s our fault, if we succeed, it’s everyone who helped out along the way.
You guys are funny. Oh my gosh. This thread is turning into a hot mess. At least people are passionate about wanting or not wanting to see this film. I would want it no other way. This is why he does not need to pay people to talk about his film. You keep doing his work for them, cause not everyone thinks like you and oh yeah, you will see it and maybe even have the balls to come back here, sign your name and say you like it.
In fairness I believe Cinetic had already announced that they were picking up distribution of this film BEFORE the doc even premiered at Sundance. At least I already knew about this when attending the premiere there. Seems like a smart move from Cinetic to me.
what’s “real money”? 1-200K? Hell, even Sony Classics rarely put up advances in excess of $300K, and they, Screen, Magnolia will gobble up all the ancillaries. Even with a mediocre release, it will be hard for Cinetic not to return $200K or more to the filmmakers, so why not? The old indies are dying, why play on that battlefield.
…oh the humanity, it’s grunge all over again. If you *haven’t* heard of [whoever], then they’re definitely the next big thing!!! However, if you *have* heard of them it means they’ve sold out and aren’t worth the effort. It’s almost as if your indie film *needs* to be crap, just so you can rail against The Man for it not going anywhere / not getting picked up.
Reality check: indie film festivals are supposed to be about showcasing low budget films of *quality*….not being a dumping ground for garbage that would interest no one even if millions were spent promoting it.
“Banksy is not Leonardo but white-washing a work of his is still like burning cash.”
Burning cash is fun, if you have a movie to show for it afterwards. I mean the dark secret is we would pay other people to let us do what we do. But since we got that train of thought out of our system by High School we were not in a rush once we went to festivals and Hollywood. We just want to do it our way and keep learning. Not worry about if people think we are cool, but we do learn from each other and anyone willing to answer questions we have.
So this masked guy(if it is really just one person) is doing it his way, but mixing it with Hollywood. Let’s hope this does not go from Blair Witch to Troy Duffy in a hot minute. I really can’t wait to see this film. I mean I could probably get a screener, but I want to see it on the big screen. I waited to see Blair Witch that way, and I was like. OK This is the Last Broadcast with a add campaign. Looks like this guy is ahead of the curve. I hope he surfs it anywhere he wants to go.
so wait, the agent/lawyer/distributor decided that the best place for his client’s film was with his own company? did i hear someone say “conflict of interest”?
i hah a buyer for the film and revolver in the uk dismissedme as a prank…. to hell with them, my friend at sony was ready… revolver uk sucks imo