Higher Ground Boss Says Company Founders Aren’t Immune to Industry Challenges: “It Doesn’t Matter if the Obamas Are Behind Your Project”

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Vinnie Malhotra, head of Higher Ground – a film, TV, and digital content production company co-founded by Barack and Michelle Obama – shared some thoughts about working in Hollywood during periods of significant industry mergers and downsizing. Interestingly, being associated with the former President and First Lady doesn’t guarantee an immediate “go ahead” from studio or streaming service executives.

Like many companies, filmmakers, and storytellers, we face similar hurdles. Our business is tough, regardless of who’s backing our projects, Malhotra noted during a recent panel at the Sundance Film Festival in Park City, Utah. We receive numerous rejections and don’t have a secret formula to ensure our projects get made. Instead, we strive to find ways to bypass traditional systems and aim to leverage our company with our founders to help bring diverse films and stories to life.

Working on projects amidst an atmosphere of “extreme apprehension” is a task that peers must persistently adapt to, as Malhotra pointed out. “Each day is a struggle…to persuade people,” he stated, further explaining that those who craft stories need to be flexible, especially regarding the presentation format. “The manner in which you deliver stories matters significantly, and I believe that rigidity should be avoided – ‘My way or no way’ won’t work here. Instead, we must seek common ground. Sometimes it’s a documentary, other times a scripted production, and at times even a podcast. We are continuously exploring the best ways to convey our stories,” he concluded.

The discussion, taking place at Impact Lounge in Prospector Square, Park City, was organized and moderated by Firelight Media, in collaboration with the MacArthur Foundation. Entitled “State of the Union: Key Figures in Documentary Industry Discuss the Future,” the talk saw Malhotra participating alongside fellow panelists Marcia Smith, co-founder and filmmaker at Firelight Media, Geeta Gandbhir, director of Sundance selection “The Perfect Neighbor,” and Carrie Lozano, CEO and president of ITVS.

As a dedicated documentary enthusiast, I’ve been deeply reflecting on how our nonfiction community should navigate the current landscape following the burst of the documentary bubble and the general tightening of budgets everywhere. The unpredictable political, social, and cultural climate we’re facing has added to the sense of an industry-wide crisis. Just a few days into President Donald Trump’s administration, Cristina Ibarra, a distinguished documentary filmmaker and 2021 MacArthur fellow, aptly described the situation as “a very chaotic time.” Hailing from El Paso, Texas, she personally feels the impact of our borderlands being under attack. In her opening remarks at Sundance, she expressed concern about her beloved borderland and specifically mentioned her uncle who is currently fighting his deportation.

Ibarra highlighted that the rights of women and individuals identifying as part of the LGBTQ community are currently being jeopardized, while public media institutions face threats from the Republican party. Ibarra posed the question, “Given that democracy itself is experiencing a tough and testing time, what role can documentarians play? How can documentary filmmaking adapt to meet these current challenges?

The series of questions served as the central theme throughout our nearly hour-long discussion. Marcia was the one who initially attempted to provide an answer. “The present times are challenging in the industry,” she stated, further explaining that filmmakers from diverse racial backgrounds often bear the brunt of these difficulties first. “Financial support isn’t as abundant as it once was… and it’s a struggle for everyone. It’s not that we’re experiencing prosperity on a grand scale, but only a fortunate few in the filmmaking world.” She went on to emphasize that the challenges the nation is facing are far more significant than just these industry struggles.

Rather than retreating and safeguarding ourselves, Smith emphasized that documentarians should be courageous. “Our duty is to share the crucial stories that are necessary in today’s context, even if they might be challenging,” she stated. “We must remember that this is essentially our role. I believe there’s a high value on collaboration and dialogue between different fields, so we can’t limit ourselves to just documentaries. We need to engage with various communities, foster unity, and work together to protect people across multiple frontiers.

Lozano expressed a similar viewpoint, emphasizing her positive outlook even amidst challenges, stating “we’re aware of the threats, but we choose optimism.” She explained that she’s not focused on shrinking back, instead adopting an expansive mindset where she aspires to achieve more. Lozano invites everyone to join this conversation and brainstorming session, expressing her desire to do more. Moreover, she seeks input from those who might disagree with their work, hoping to find common ground through dialogue. Ultimately, her goal is to be part of the discussion and ensure that storytelling reaches a variety of communities, fostering inclusivity and self-representation.

In her own words, Gandbhir highlighted an aspect of this year’s Oscar race that she believes underscores the difficulties in the documentary genre. Specifically, the film “No Other Land,” a nonfiction work by Yuval Abraham, Basel Adra, and Hamdan Ballal, was nominated for Best Documentary Feature but remains undistributed. She pondered aloud, “Why isn’t this movie distributed? I think we should all consider it, but it seems that certain underrepresented voices are becoming even more marginalized. With diversity, equity, and inclusion initiatives being dismantled, public media must truly live up to its mission and perform as intended.

Later, Malhotra was questioned regarding the approach Higher Ground takes when dealing with Diversity, Equality, and Inclusion (DEI) discussions, which became a heated topic in January following President Trump’s inauguration and his administration’s actions to either dismantle or criticize related programs on a regular basis.

At our firm, Higher Ground, we tend to define ourselves as a values-driven company rather than one with a mission statement. The core values we uphold are deeply rooted in the founders of the company. Fundamentally, these values embody diversity, not just in terms of who creates the content, but also in the stories being told and the methods used to tell them.

Later on, Malhotra referred to a few well-known and respected productions such as the documentary “Crip Camp” and the film “Rustin,” as instances where storytelling was made more diverse.

At Higher Ground, we’re focusing on finding ways to connect with various communities, audiences, and individuals who may not necessarily share our beliefs or values. We’re curious to know how we can attract these diverse perspectives. Malhotra discussed this by asking questions like: What kind of project will best resonate with them? Is it a documentary? If so, what style – observation, verite, reportage? Or could we engage people through comedy or dramatic interpretations?

Higher Ground has addressed numerous questions across various ventures, including the movies such as “Leave the World Behind” starring Julia Roberts and Mahershala Ali, the sports documentary “Starting 5”, the animated series “Waffles + Mochi”, and even the reality show for mature romantics titled “Later Daters” on Netflix. However, a particular project, the docuseries called “Working: What We Do All Day”, received special recognition from Malhotra.

Growing up in an immigrant Indian household, I personally witnessed the harsh reality of racism as people attempted to belittle my parents and our family. Reflecting on this experience, I’m grateful that Higher Ground is associated with showcasing the play Working, as it offers a profoundly personal perspective on families. This production allows us to examine various immigrants working within diverse institutions – from tech executives to hotel workers at different levels – thereby debunking the stereotype of a single immigrant narrative in our nation.

Through this depiction, we can appreciate the significant and lasting contributions made by generations and decades of immigrants. It’s crucial for us to emphasize these commonalities and identify opportunities where we can build bridges. In today’s polarized society, it’s essential to remember that we are more alike than different.

As a firm believer, I share Smith’s optimism about the future of the documentary space. While I may have some concerns, I wholeheartedly trust the upcoming generation and my peers new to this field to drive innovation and change. In the coming times, there seems to be an emphasis on experimentation, particularly with community-based models that don’t rely heavily on big distributors. It’s essential for institutions like festivals, organizations such as Firelight, funders, and myself to pay close attention and actively seek out where the innovation is brewing – because it’s about to explode! The future remains uncertain, but I eagerly anticipate seeing which direction this leap takes us.

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2025-01-31 16:25