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Content Over Process: Lesson From Steve Jobs

PHOTOS BY NORMAN SEEFF AND ALBERT WATSON Steve Jobs in 1984 and 2006.

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Content over process is the lesson from Steve Jobs. His wise advice highlights the importance of creating something meaningful and resonant before worrying about the logistics. For indie filmmakers, this means focusing on the strength of your story while navigating the modern challenges of production and distribution.

Here is his famous interview:

Here’s how filmmakers can organise their careers using Jobs’ advice and insight. That also means without relying on huge cameras with dozens of cables running between pieces of gear. None of this is easy. It’s just doable. I’m including real-world examples for inspiration:

1. Content is King: Craft an Unforgettable Story

Example: “Paranormal Activity” (2007): Made on a shoestring budget of $15,000 by Orin Pelli who reputedly made the film with my book, Raindance Producers Lab, at his side. His film succeeded because it tapped into a universal fear and had a compelling, immersive storytelling approach. Its raw aesthetic made it relatable and chilling.

What You Can Do:

Write a script that prioritises emotion and relatability over spectacle. If your budget is small, a character-driven story set in a single location (like “12 Angry Men”) can minimise costs while maximising impact.

2. Use Lean Production Techniques

Example: “Clerks” (1994): Kevin Smith shot this cult classic in the convenience store where he worked, using credit cards to fund its $27,000 budget. The movie’s humour and authenticity outweighed its technical limitations.

What You Can Do:

Maximise resources:
Identify locations you have free or cheap access to.
Maybe a friend owns a diner, or your local park can double as a dramatic backdrop.
Affordable Tech:
Films like “Tangerine” (2015) were shot on an iPhone, proving that you don’t need expensive gear to tell a great story. Use tools like DaVinci Resolve for free editing and colour grading.
Intensive Masterclass: Lo-To-No Budget Filmmaking is exactly what the title says: Make a movie with what you actually have, not with what you want.

3. Embrace Non-Traditional Distribution

Example: “The Blair Witch Project” (1999): The filmmakers used an innovative grassroots marketing campaign on the internet to generate buzz, turning their $60,000 indie horror into a $248 million box office hit following its star-studded international premiere at Raindance.

What You Can Do:

Film Festivals:
Submit your film to festivals like Raindance or niche festivals like Fantasia (for genre films). For example, “Napoleon Dynamite” was picked up for distribution by Fox Searchlight after its Sundance debut.
Self-Distribution:
If festivals aren’t an option, platforms like Amazon Prime Video Direct or Vimeo on Demand allow you to reach audiences directly. The documentary “Life in a Day” premiered for free on YouTube and gained millions of views.

4. Build an Audience Before Release

Example: “Beasts of the Southern Wild” (2012): This indie darling built buzz by sharing early footage and collaborating with organisations that resonated with its themes of resilience and community.

What You Can Do:

Use Instagram or TikTok to post behind-the-scenes content, like how you created a special effect or a snippet of a rehearsal. Short, engaging videos can build anticipation for your release.
Create a website or email list for fans who want updates. Cultivate a direct relationship with your audience, much like how Issa Rae built her audience with her web series “Awkward Black Girl.”

5. Partner with Aggregators or Niche Platforms

Example: “Sound of Metal” (2019): This brilliant indie film starring Raindance and BIFA winner Riz Ahmed found a home on Amazon Prime after debuting at festivals, gaining critical acclaim and a global audience. To me, this film fulfils the lesson from Steve Jobs perfectly.

What You Can Do:

Use services like FilmHub or Quiver to get your film onto streaming platforms like Netflix, Hulu, or Amazon. If your film has a niche theme, approach platforms like Criterion Channel (for arthouse films) or Shudder (for horror).

6. Hybrid Distribution Models

Example: “The Peanut Butter Falcon” (2019): Released in a limited number of American theatres first, it built word-of-mouth buzz before hitting digital platforms, ensuring a broad audience.

What You Can Do:

Host one-night screenings at local theatres or community centres to engage directly with your audience. Document the events and share highlights on social media to create FOMO for the digital release.

7. Crowdfund and Build Buzz Simultaneously

Example: “Veronica Mars” (2014): Fans of the original TV show funded its movie adaptation via Kickstarter, raising $5.7 million. This not only financed the project but created a built-in audience for its release.

What You Can Do:

Launch a crowdfunding campaign on Seed&Spark, where supporters often act as your first audience. Offer rewards like signed posters, exclusive screenings, or even a “producer” credit.

8. Use Analytics to Refine Your Approach

Example: “Host” (2020): Raindance regular, Rob Savage made this pandemic-era horror film inspired by Zoom culture and targeted audiences stuck at home. By understanding their audience’s situation, the filmmakers created a viral hit on Shudder. Savage has also signed a three picture deal with Blumhouse.

What You Can Do:

Use tools like Google Analytics and social media insights to figure out where your audience is and what kind of content resonates with them. Tailor your marketing to those preferences.

9. Plan for Longevity and Relationships

Example: Greta Gerwig’s Career Path: Greta started with smaller, personal projects like “Frances Ha,” gradually building her reputation and connections to helm blockbusters like “Barbie.”

What You Can Do:

View each project as part of your long-term growth. Even if one film isn’t a breakout success, use it to build relationships with other filmmakers, distributors, and audiences.

Fade Out:

I still think back to this lesson from Steve Jobs. He was so right. By prioritising the content — the heart of your story — while using creative, resourceful methods to navigate production and distribution, you can stand out in the competitive indie filmmaking world. Look to films like “Moonlight”, “Whiplash”, or “The Florida Project” for inspiration: all were built on strong narratives and succeeded by embracing innovative production and distribution methods.

Get Your Filmmaking Dream: Take the First Step Today:

It’s easy to dream about being a filmmaker. But turning that dream into reality requires action. Why not Join Raindance? Over a thousand videos, screenplays and tutorials. Plus you get discounts on each of our evening and weekend courses.

With Raindance’s training courses, you’ll be guided through every stage of the process  —  idea, script, production, post-production, and distribution.

If you’ve been waiting for a sign to start your filmmaking journey, this is it. Enrol in a course, join a community, and watch your dream unfold, frame by frame.

Ready to turn your film dream into reality?
Check out Raindance’s short courses here.
Check out the Raindance Degree Courses here

Your future film career is waiting.

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