I got up this morning and as per usual had a sneaky look at my email while I was waiting for the coffee to brew. The subject line just jumped at me:”call for applications: collaborative program 2021” Looking at it now, it doesn’t seem that special, but notice how it is entirely lower case. Reaading further, I realised this was the perfect press release.
I also noticed Steve Holmgren was copied. I know Steve, not only as a talented and award winning filmmaker, but as the charismatic founder of one of the hippest film deals going in NYC, let alone anywhere: Union Docs.
Let me go through the presentation step by step, my comments in red below:
Dear David and Elliott,
David is our talented and energetic festival producer. By putting us both in the intro, she doubles the chance of getting it read. (She gave me 2 ‘t’s’ not one, but she had bothered to send it to Julian and I so I forgave her instantly – Never ever send a Dear Sir/Madam letter))
I work with Christopher Allen and Steve Holmgren at UnionDocs, the Brooklyn-based Center for Documentary Art. We have just opened the call for applicants our Collaborative Studio, a program for nonfiction media research and group production. We wondered if you might be able to help spread the word to your networks? We believe this is a really exciting opportunity that emerging documentary artists in your community will be interested in.
A bit of history, the project, the question and the reward (your community will be interested in) I’m also intrigued by the training angle as Raindance has a higher education programme too.
As a grassroots non-profit, we really appreciate your help in getting this press release out there, and we are more than happy to return the favor for an initiative of yours in the near future. We have created an illustrated presentation that is easy to embed on your website/blog and text announcements for twitter, facebook, and email newsletters. See below and let us know if you’d like any additional info.
Now a bit of violin music, but touchingly understated. Followed by another reward: We’ll return the favour. And then a clean, clear description if the elements included. By now I’m hooked and the coffee pot is hissing steam – so absorbed am I in this email.
I will check back with you in a few days to answer any questions you might have. Thanks again for your help!
So I am thinking, why keep this acquaintance, colleague and potential collaborator waiting any longer. Who wouldn’t like a poker chip in the good deed bank account from someone the Brooklyn-based Union Docs? So I hopped on it right away. The coffee is poured and cooling. It only takes me a half hour or so to build this page.
Sincerely,
Marcia.
Marcia. Hmmm. I am going to try and remember her name. I don’t know if she is one of Steve’s employees or an intern. Doesn’t matter. She’s very good. And in my mind, the perfect press release. Perhaps we can work together in the future.
________________________________
Some extra elements that makes this a great press release:
HEADLINE (Twitter length, 140 characters):
Documentary Makers: Apply for UnionDocs Collaborative 2021 in Brooklyn. International visa & residency options. http://tinyurl.com/22v2hnt
SHORT DESCRIPTION (Facebook length, 450 characters):
Documentary artists in film, video, radio, photography, interactive: Want to push your practice & experiment with new approaches? Need to expand your understanding of the field? Open to collaborating on original projects? Applications now accepted for The UnionDocs Collaborative Studio starting Sept. 2016 in Williamsburg, Brooklyn. Deadline: June 30. International fellows encouraged, visa & residency options available. http://tinyurl.com/22v2hnt
Link to Illustrated Slide Presentation, website or image image
EMBED Illustrated Slide Presentation
LONG DESCRIPTION (Blog or Newsletter length, 2000 characters):
The UnionDocs Collaborative Studio (CoLAB) is a one-year program for a select group of 12 emerging media artists from the US and abroad. Based in one of NYC’s most exciting neighbourhoods, Williamsburg, Brooklyn. UnionDocs offers a platform for exploring contemporary approaches to the documentary arts and a process for developing a collaborative project. The program consists of weekly production meetings, seminars, screenings and other public programs, along with regular masterclasses and critiques with visiting artists. Key benefits include:
- Dynamic interaction among a network of talented peers.
- Direct exchange with visiting artists and industry experts.
- A structured environment for research and experimentation.
- Mentoring on the production of original work and regular group critique.
- Exhibition opportunities for the year’s collaborative project.
Who doesn’t like a bullet-point list of benefits? This is another sign of a press release done well.
The CoLAB represents a new and alternative fellowship model, offering residency and visa support for six participants coming from abroad and an equal number of spots for local, non-resident participants. It is designed to be affordable and, although participants are asked to make the UDC their primary creative focus, the schedule does accommodate full-time or freelance work. Rather than applying with a project proposal or rough cut, all participants are selected on the basis of previous work and enter the program at square one, open to discovery and fresh connections. The CoLAB has presenting original work at premiere venues such as MoMA’s Documentary Fortnight, the Harvard Film Archive, the Visible Evidence Conference, Camden International Film Festival, Hot Docs, and Direktorenhaus, Berlin, among other venues. We expect a very competitive group of applicants, representing some of the most exciting emerging talents in documentary.
I’m not a fan of this long paragraph, but OMG there are enough names dropped in this one.
http://www.uniondocs.org/uniondocs-collaborative/
Fade Out
Marcia also included this really great graphic. It was a GIF about 7mg meaning I had to fish around and open Photoshop in order to create the right sized image for this particular page. It is also large enough that I could use it on other applications as well.
Have you noted all the different pre-written formats for Blogs, Twitter and Facebook. She is using Tinyurl.com – one of the popular link-shorteners which provide metrics and tracking information once published. We use bit.ly because I personally favour their metrics.
Also note as well that Marcia never underestimates the readers intelligence, often stating the obvious, such as ‘Facebook length – 450 words’
Finally, if you are interested in documentary filmmaking and New York, why not click on the Union Docs link and find out more.
Of course I asked if they would promote our call for submissions on their lists:
This year sees the 30th edition of the Raindance Film Festival in the heart of London. Accepting films from around the world of all styles and lengths we focus heavily on independent and new filmmakers, nurturing talent. The proof of this? Nicolas Winding Refn and Christopher Nolan both screened early features at the festival. We are proud to announce that our shorts programme is Oscar-eligible. More information is available on the website
Yours in filmmaking
Elliot Grove, Founder, Raindance Film Festival | British Independent Film Awards
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Photo Credit: Bertie Watson
I founded Raindance Film Festival in 1993 because the British film industry was closed, polite, and congratulating itself while shutting new filmmakers out.
I co-founded the British Independent Film Awards in 1998 because British indie film deserved more than a shrug, a pat on the head, and a Tuesday night screening.
Raindance didn’t start as a brand. It started as a rebellion: film training without gatekeepers, a festival without permission, and a community built by filmmakers who weren’t waiting to be invited in.
Later, we took it global: Toronto, Vancouver, New York, LA, Berlin, and Brussels, because independent film doesn’t belong to one city, one class, or one accent.
I’ve produced 700+ short films and seven features, including Deadly Virtues (2014) and ALICE, which won the SXSW Grand Jury Prize (2019) not because someone “discovered” us, but because the work earned its place.
I’ve written three books used by filmmakers worldwide because too many courses taught compliance instead of survival.
In 2009, I was awarded a PhD for services to film education, ironic, given that most of my career has been about tearing down the rules that education insisted you follow.
I don’t believe in waiting for permission.I believe in making work, building systems, and forcing the industry to catch up.
Specialties: Independent Film (the real kind) · Producing · Writing · Film Education · Festivals · Breaking Broken Systems
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