As a filmmaker who has struggled to get my socially-conscious documentaries distributed by major studios due to their political leanings, I find this story incredibly relatable and inspiring. The resilience and ingenuity of these filmmakers, pivoting to self-distribution and creating an advocacy-oriented rollout plan that aligns with their values, is a testament to the power of independent cinema.
To someone unfamiliar with the inner workings of the entertainment industry, the documentary titled “Union” could appear as if it boasts alluring features for a successful non-fiction release: an engaging narrative leading up to a groundbreaking news incident, exclusive behind-the-scenes interaction with major figures, an appealing protagonist, positive critiques and a screening at a renowned film festival.
Despite lacking support from big entertainment companies, the movie chronicling the formation of the first U.S. union at an Amazon warehouse by an unusual grassroots group will hit select theaters on Friday. This follows its screening at the Sundance Film Festival where it won a special jury award, but since then, no major studio or streaming platform deals have been secured. In response to this, the filmmakers have opted for self-distribution, acknowledging the challenges faced by political documentaries in distribution currently.
As a passionate fan of socially-relevant documentaries, I’ve noticed a challenging period for such productions lately. Established impact-driven company Participant Media called it quits in the spring, and consolidations have left fewer buyers interested in this genre. However, the film Union, with its intricate portrayal of a significant American labor tale, stands out as a compelling exception. The filmmakers’ self-distribution strategy might even reach their intended audience more directly than a traditional, mainstream release. Yet, their journey serves as a glimpse into the predicament that some nonfiction filmmakers face in a market that’s increasingly focused on cost-cutting and risk avoidance.
According to the creators of “Union”, they unintentionally found themselves chronicling the growth of the Amazon Labor Union. Producers Mars Verrone and Samantha Curley had separately contacted union organizer and former Amazon worker Chris Smalls, who was dismissed for protesting COVID-19 guidelines at the JKF8 warehouse on Staten Island in the summer of 2020. At that time, Smalls, a media-savvy, fashionable ex-rapper from New Jersey, was making headlines due to his protests outside Jeff Bezos’ homes. Smalls connected the two producers, proposing they might collaborate. The duo were still figuring out their project’s focus when they captured Smalls and JFK8 Amazon workers announcing a seemingly impossible unionization campaign on March 30, 2021. “We thought, ‘I guess we have our film,'” recalls Curley.
Right from the start, it was understood that streaming platforms might not be eager to broadcast a movie about unionizing at Amazon (as Amazon itself was never an option). During production in 2021 and 2022, the team attended some pitch markets and frequently encountered questions like, “Who would even consider this for distribution?” according to producer Verrone.
After an unexpected victory in the National Labor Relations Board election in 2022, the Amazon Labor Union gained significant attention due to their unconventional campaign tactics such as offering free food and marijuana to workers. This historic win, described by the New York Times as one of the biggest victories for organized labor in a generation, attracted numerous media outlets. Chris Smalls, a key figure in this movement, was featured on shows like The Daily Show, CNN+, and even Tucker Carlson Tonight. He also met with President Joe Biden while wearing a jacket that read “Eat the Rich.” In May of 2022, Smalls and fellow organizer Derrick Palmer were recognized on Time‘s list of the 100 Most Influential People of 2022.
The narrative started getting calls from acquaintances suggesting a movie should be made about their endeavor, following a year of our team being on location with the union, filming the entire ordeal. At that time, there was a sense that, yes, this film will find its place. This is a significant news story, it’s everywhere in the New York Times, she notes.
Approximately one and a half years before the film’s Sundance premiere, the initial positive vibe changed due to economic constraints in the industry following two significant setbacks in 2023. According to Story, some major streaming platforms began to steer away from political and social-issue documentaries and instead focused on narratives about “brands in trouble.” At the festival, filmmakers started receiving mixed feedback: executives appreciated the film, but their employers might not be interested in it. Story also mentioned that a few distributors openly stated they couldn’t risk damaging their relationship with Amazon Studios due to their current partnership. The largest documentary sales from the festival ended up going to Warner Bros. Discovery for the celebrity biography Super/Man: The Christopher Reeve Story and Netflix for the buddy road movie Will & Harper, both in seven-figure deals.
Come the early spring, with no significant North American or global rights contracts on the horizon, the team started exploring self-distribution in earnest. Already partnered with Red Owl Partners for impact production, they teamed up with distribution specialist Michael Tuckman in April. Their focus shifted towards crafting a tailored distribution strategy that aligned with their principles. This approach was chosen to ensure the film wouldn’t be commercialized and lose its unique character.
As a gamer, I’m excited about the unique approach we’ve devised for our upcoming film screening. Our plan, which strongly supports union efforts, might not have been approved by big entertainment corporations, but that doesn’t stop us.
The advocacy-focused launch of this project also includes playful elements. Initially, the movie will be streamed on Gathr from Black Friday to Giving Tuesday, a time when Amazon often experiences significant sales. The filmmakers are planning to donate half of the earnings to partners and labor organizations during this period (although they haven’t finalized which specific organizations will receive funds; some potential partners include SEIU, Athena Coalition, Delta Workers Unite, Jobs with Justice, and Labor Heritage Foundation). In the spring, their goal is to host screenings for workers near Amazon warehouses or perhaps even display the film on the warehouses themselves. As Tuckman notes, “There are nice rectangular screens on the side of these warehouses. There are four of them on the side of each fulfillment house.
As a gamer, I saw the indifference from traditional distributors as a hidden advantage. It opened up a chance for me to grasp a deeper connection with my audience and establish a more authentic, unfiltered bond, free from the influence of big, monopolized media corporations.
The filmmakers have expressed their willingness for a possible large-scale deal in the future. Adam McKay, known for “The Big Short” and “Don’t Look Up”, officially joined the project as an executive producer at the end of September, following the announcement of self-distribution plans. In a statement to THR, McKay explained that the film is drawing inspiration from the labor organizing handbook, focusing on building strong grassroots relationships during its initial release. However, he added that the team behind “Union” is not ruling out the right kind of broader distribution.
As a passionate gamer, I can’t help but ponder: it’s only a matter of time before some shrewd game studio or streamer catches wind of Union. This game’s following is on a steady climb, and it won’t be long until everyone wants a piece of the action.
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2024-10-18 19:55