How to break through the noise
From Liz Manashil
VCspotlight is an interview series with the documentary filmmakers and video journalists who comprise our global filmmaking collective.
As manager of the Creative Distribution Initiative at the Sundance Institute, Liz Manashil helped independent filmmakers fund, market, and distribute their work. Now, she manages Impact Distribution at Picture Motion; has written, directed, and produced two feature films herself; and is a reluctant LA-native.
Where did you grow up? Where do you live now?
I grew up in Marin County, CA — George Lucas country. It’s a land of old hippies. I currently and begrudgingly live in Los Angeles — a town that takes ten years to fall in like with.
What was your first-ever job?
I started off babysitting at 12 and have held down a bunch of odd jobs since then but my first job in the film industry was an internship for the California Film Institute in their Outreach and Education department. What was just a fun job of writing up study guides and helping organize screenings became the basis for my knowledge of impact, semi theatrical and educational distribution. I currently consult in microbudget filmmaking, creative distribution, festival strategy and marketing. I’m also a two time feature writer/director/producer.
What advice would you give independent filmmakers looking to build an audience for their work?
I would remind them that it’s our responsibility and unless you have a large budget, it’s hard to outsource. Ultimately gathering a personal audience will be beneficial. You can work to have a following for the canon you are going to create. The worst thing a filmmaker can say is that it’s not their responsibility or that they’re not interested in marketing/distribution of their work. It’s the way to break through the noise, we gotta find a way to be passionate about it.
Would you be able to share a few under-the-radar takeaways for creating an effective impact campaign?
I think a lot of impact work is similar to any sort of marketing effort. It’s a lot of follow up, a lot of research, networking, and providing value to your audience. At Picture Motion we consult on impact strategy, we oversee screening tours and put together impact events. Screenings that are eventized- with a discussion guide, or panel, or special guest — always do better than just a naked screening. When that discussion guide has real substance to it, or that panel has diversity of voices, or the event connects with the target audience through efficient messaging — you’re in a much better place to make an impact. What I’m saying is fairly logical, but what film teams need to do is figure out the runway needed in order to get these events off the ground and to find the support needed so they don’t burn out before the end.
What was the first film or video that you worked on? What did you learn from it?
I took a speech from Ben Hur and made my friends Amanda and Peter regurgitate it around locations in St. Louis when I was in college. I applied to one film festival (one in Canada, but not THAT one), had my heart broken when it wasn’t accepted and then went to film school to learn all the things I did “wrong.” However, I miss that punk attitude I had.
What’s your favorite question for an interview subject?
I can’t think of a favorite but I like asking people how they are feeling. It’s a great litmus test for a friend. The best people answer honestly.
What are you working on now? What’s the biggest challenge you’re encountering?
I’m in the festival run of my second feature SPEED OF LIFE. The hardest thing is acknowledging that I do not have the budget to travel with my film the way I want to or hire a publicist at the moment. I wish I could go everywhere with it. I’m just going to try my best and pick and choose which festivals I can afford to travel to and work on marketing the ones I cannot attend — remotely.
What’s a ritual or mantra that’s particularly important to you as a filmmaker?
“I am a mother fucking warrior.” That was my mantra when taking yoga for… 3 weeks many years ago. Also “females are strong as hell.” Very often when I wake up in the middle of the night, anxious, I’ll just recite all the things I have to be grateful for.
What inspires you?
I’m obsessed with the podcast Heavyweight and Spotify’s Daily Drive. Those two things feed me right now along with thinking back on watching Shrill and Dead to Me for the first time. So great.
Are there other resources or communities that VC members should know about?
Our department at Sundance runs a newsletter on creative distribution — sign up here.
