New Ideas: The Popcorn List, Pt 2
Making The Film Ecosystem Better One Step At A Time
Last post, we had Lela Meadow-Conner and Barbara Twist share their latest project, The Popcorn List. Today, they return to tell us further details, along with what films won the honor of making the list.
TED: Drumroll please…are you ready to unveil the very first The Popcorn List?
Lela: Yes! We can’t wait. To recap, last week we gave you the why, and this week we’re thrilled to finally be able to shine a spotlight on the who: the 20 films that make up The Popcorn List, the inaugural edition.
TED: Remind us what The Popcorn List is?
Barbara: The Popcorn List is an annual survey of highly-enjoyed, independently produced feature films that do not currently have domestic theatrical or digital distribution, as recommended by festival programmers from across the U.S.
TED: So it’s like Franklin Leonard’s The Black List…which frankly, began in a very similar manner.
Lela: Precisely, think of it like The Black List but for produced indie films that have played (and in some cases continue to play) the festival circuit, and are currently without any form of US theatrical or digital distribution.
TED: So, why now?
Lela: Well, really it’s simple. I remember when we were chatting a few weeks back, I mentioned a saying I live by: the most dangerous phrase in the English language is 'we've always done it this way.”Don’t forget: Hope For Film is a reader-supported publication. We are able to share posst like this because others have elected to become free or paid subscribers. Please join them!
TED: Yeah, and I think I said mine is either “leave everything better than you found it” (for when I am in my boy scout mood) or “action is the best alternative” on all the other occasions. Either way, we have to get stuff done or get out of the way.
Barbara: Yes! So combine those two sentiments and there’s the why.
Lela: First and foremost, we hope that The Popcorn List will magnify films that deserve to be seen by audiences around the country - hopefully in a theatrical setting. We also need to respect audiences' desire for story-driven movies, and for the singular community building characteristics of ‘going to the movies’. From an exhibitor standpoint, we’re excited about highlighting the true discovery nature of film festivals AND the often overlooked craft of film programming.
Barbara: It gives voice to these professional ‘tastemakers’ who don’t often get the credit they deserve. Festival programmers play a critical role in discovering and elevating filmmakers. Just look at the last five Best Director Oscar winners: Christopher Nolan, Daniels, Jane Campion, Chloé Zhao, and Bong Joon-Ho. All of them were supported by film festivals at the start of the career, and along the way. We loved seeing Daniel Schienert thanking his hometown regional festival, Sidewalk Film Festival, during his Spirit Awards speech in 2023.
TED: Speaking of accolades, the recommended films on The Popcorn List come highly lauded, no?
Barbara: We’ll outline more below, but yes, it’s so cool to see how many of these films have won multiple awards and are reviewed favorably by critics and audiences (which is definitely a marketing head start.) One specific film was recommended by four different programmers who hail from four different US cities. Clearly, these movies are pleasers - and they deserve to be seen by more people, and our hope, first and foremost, is that they are seen in theaters.
TED: And this is so important right now…but it’ll cost you.
Barbara: Yes. There is so much (take that with a grain of salt) support out there for what is thought of as “filmmaking” a.k.a. getting the film made, but there’s little to no support for those who are working to get these films in front of an audience, which is a critical step in making a film.
Lela: There are very few national granting or foundational support opportunities for exhibitors themselves and obviously they play a pivotal role in getting eyeballs on screens and butts in seats, so to speak.
Barbara: A film is meant for an audience. If it goes unseen, it misses its chance to be part of the cultural conversation, to become part of the history of film.
Lela: And the filmmaker support that does exist for distribution and marketing is typically reserved for documentary impact campaigns - while this is great, it requires even more work on the filmmakers’ part to raise the funds and manage the campaign.
Barbara: We’ve heard rumblings of similar funding becoming available for the narrative side and we are eager to amplify those projects as they get announced. We love to see people doing work in this space - we really need more experimentation and innovation.
TED: Okay, so who exactly is The Popcorn List for then?
Lela: Well, of course it’s for the independent filmmakers - to shine a light on their work - but we really see it as a tool for cinema bookers and programmers, perhaps festival programmers, and dare we say…the D word…
TED: Distributors!
Barbara: There is a certain class of distributors… We see so often, and Lela herself with her documentary, how filmmakers don’t have access to the right information. Assuming they even get to enter a conversation with a distributor, they may be offered bad terms, or MGs which are insultingly low, but it feels like their only option. Maybe they don’t have the right person representing them, or they have misaligned expectations going into the process based on outdated film school advice or misinformation floating around.
Lela: Look, they’ve been working on these films for years of their life, they’re tired, they want to put this puppy to bed and move on to their next projects…so sometimes it’s just easier to sell to one of these distributors who works in the volume business. They may not realize that the company won’t put any marketing behind your film, drop you on a few platforms, and that’s it - your destiny is in the algorithm graveyard. This is not what anybody really wants for their movie. There’s a reason that a ‘protect yourself from predatory distributors' Facebook group exists.
Barbara: We do hope that The Popcorn List will make its way to the great distributors who are able to offer a more specialized approach to distribution - the companies who may have never encountered these films because they don’t attend the regional film circuit, or because they overlooked it at a larger festival, or lost track of it along the way. Some of these distribution companies are trying out new ideas, and collaborating in ways we haven’t seen before, which is a real win-win for everyone.
Lela: Our number one priority is getting these films in theaters for audiences. We will be sharing the list directly with cinema programmers and film bookers/buyers for independent and art house theaters, encouraging them to book the films. We see The Popcorn List as a way to connect independent filmmakers with the folks who can help bring and elevate their movies to audiences across the country.
TED: And how do you see The Popcorn List enriching the state of industry overall?
Barbara: It’s about putting proprietary views to the side, no us vs. them mentality. We are stronger together as a community, and the only way our ecosystem will thrive, let alone survive, is if we collaborate. Lela and I have learned this over and over again through our work in this sector. One moment that really stands out is March 13, 2020. We were working at Film Festival Alliance together, and we hosted a Zoom call to discuss whether or not SXSW would be canceled. By the end of the 90 minute call, SXSW was on pause, and we found ourselves hosting a series of industry-wide calls for festivals as the world turned upside down and everyone faced a new way of doing things.
Lela: We hosted weekly calls every single Friday through the fall, as a way for festivals to share best practices, innovations and most importantly, as a way to come together. It was literally therapy for all of us. There was no longer a feeling of competition, but a feeling of surviving and thriving together.
Barbara: We also see it as an opportunity to educate filmmakers on how to be effective ecosystem partners. They’ll go on to partner with other filmmakers, and will hopefully bring their valuable experience with exhibition to future projects. It’s planting seeds.
Lela: Yep. One seed (er, kernel) can build a forest. Bottom line, it’s all about collecting data and knowledge, and building community. We have to make this field more than just “sustainable” - it has to be regenerative. The more insight and information that is gathered - and passed on - the more successfully we can move forward together.
Ted: So how does The Popcorn List exist now?
Lela: The Popcorn List currently lives as a free, searchable google database - a resource to connect filmmakers with programmers, exhibitors and the industry at large. It includes film information, festival awards and highlights, reviews, a Letterboxd link and most importantly, filmmaker contact information, provided by consent. (You can follow us on Instagram, too.)
Barbara: We’re also excited to share that Letterboxd will be publishing this list on their HQ for all of their members to see.
Ted: And what’s next for The Popcorn List?
Lela: This first survey is the catalyst for a much larger vision for theatrical exhibition of independent films. One that supports independent filmmakers, recognizes the significance of film festivals and believes in the necessity to keep community-based, mission-driven cinemas thriving. For this first cohort, we’re promoting the list to exhibitors, distributors and film bookers. For the filmmakers, we’re sharing best practices and standards in exhibition through a short guide, as well as making ourselves available to them to answer questions and provide advice. Our hope is that we can offer more robust resources over time to make this a really viable option.
Barbara: We envision a five-year plan where we’re able to provide fiscal support to filmmakers and exhibitors, collect expansive data through case studies and surveys, involve cinema programmers to curate The Popcorn List films into special program strands, create producer-centric educational opportunities, and form trusted and transparent partnerships with distributors and exhibitors of all kinds.
Lela: We’re also excited about the partnership opportunities that exist - with filmmaker support organizations like The Gotham, advocacy organizations like GLAAD, and industry resources like IMDB, Portrait and Letterboxd - to create opportunities for filmmakers. And eventually, to curate more lists that highlight underrepresented filmmakers, or a specific genre, and so on.
Barbara: We also aim to get to what we term as the real metric of success: butts in seats. Our tools of measurement remain blunt, despite this artform (and business) being over 100 years old. We need more innovation in the metrics area, so we can better track our impact as a sector.
TED: OK, we’ve held them in suspense long enough - let’s get to the brass tacks of it all, but first, one last question…what movie snack will you be enjoying when you hit the theater to see these films.
Lela: Sour Patch Kids. (Phew,I thought you were gonna ask the dreaded Twizzlers v Red Vines question.)
Barbara: Buncha Crunch sprinkled into my popcorn, obviously. And you?
TED: dried mango and smoke-salted macadamia nuts of course!
Without further ado, fellow citizens, welcome to:
THE POPCORN LIST 2024
TED: How did you compile The Popcorn List?
Lela: We pulled together a list of festival programmers from across the United States representing a wide range of festivals in terms of audience, geography, relationship to industry, and budget size. We emailed more than 75 programmers, with 39 replying. We received 31 recommendations, with 2 films being recommended by multiple programmers. After confirming with each film, we determined 20 were eligible. The other 11 had either received distribution or embarked on their own DIY distribution campaign (we will be sharing them out via Letterboxd HQ and on our instagram if you’re curious!).
For future editions, we will look to new festival programmers, ensuring a diversity of voices represented in our list each year.
This year, we’d like to thank the following festival programmers who participated in the inaugural list: Carlos Corral (El Paso Film Festival), Tim Anderson (Florida Film Festival), Brian Hu (San Diego Asian Film Festival), Andrew Peterson (Provincetown Film Festival), Jason Carney (Phoenix Film Festival), Skye McClennan (San Luis Obispo Film Festival), Alan LaFave (Hell's Half Mile Film & Music Festival), Allegra Madsen (Frameline Film Festival), Linda Eaddy (Denton Black Film Festival), Tishon Pugh (New Orleans Film Festival), Sabrina Aviles (Cinefest Latino Boston), Julia Kipnis (Nashville Film Festival), Mallory Martin (Cleveland Intl. Film Festival), Beth Barrett (Seattle Intl. Film Festival), Zoe Elton (Mill Valley Film Festival), John Nein (Sundance Film Festival), Juliet Romeo (Slamdance Unstoppable), NewFilmmakers Los Angeles Programming Team, Nehad Kedar (BlackStar Film Festival), Malin Kan (AFI Fest), David Nugent (Hamptons Film Festival), Greg Sorvig (Heartland Film Festival), Austin Film Festival Programming Team, Rachel Morgan (Sidewalk Film Festival), Ida Theresa Myklebost (Anchorage Film Festival), Jim Brunzell (Sound Unseen Film Festival), Farrington (Out on Film Festival), Mike Dougherty (Programmer at Large, Los Angeles), Rachel Walker (Programmer at Large), Faridah Gbadamosi (Tribeca) and Nancy Campbell (Independent Film Festival Boston.)
2024 The Popcorn List Titles
in alphabetical order, see full details, including contact information, here.)
Ajoomma
American Pot Story: Oaksterdam
Art For Everybody
Asog
Blood Sweat & Beers
Caterpillar
Chasing Chasing Amy
Citizen Sleuth
City of Wind
Crows Are White
Dancing The Stumble
Egghead & Twinkie
ImPossible
JessZilla
Öte
Out There: A National Parks Story
Q
Todas Las Flores
Truth Be Told
UnBroken
TED: Wow. I haven’t seen any of these films. I am putting them all on my “To Watch” List. What should I know? Please, tell us more about the films on this year’s list:
Barbara: The first thing that stood out to us was that half of the films premiered at a “Market Festival” either here in the US or internationally. Of those, 6 were documentaries and 4 were narratives. The 2 films which premiered at international Market Festivals are narrative films and in Mongolian and Mandarin/Korean/English languages.
The list is weighted towards English-language U.S. documentaries, however, 40% of the films are not English-language, with 25% of the films coming from outside the U.S. 14 of the films are documentaries and 6 of the films are narratives. 12 of the films are English-language, with 8 films in a variety of other languages. 15 of the films are US productions or co-productions.
When it comes to awards, these films really stand out. Within the list, there are at least 3 Grand Jury Award winners, 7 Audience Award winners, 7 ‘Best of’ winners, and AJOOMMA was Singapore’s official entry for the Oscars 2023. Many of the titles have won additional awards throughout their festival runs.
One title I personally want to acknowledge is CHASING CHASING AMY. When it was nominated, Lela was hesitant to include it as she is one of the producers, but I lobbied hard because this film feels like a slam dunk. It’s a compelling documentary with multiple awards, great press, a fantastic personal narrative, and it’s had a long festival run. Yet it still doesn’t have distribution. How is that possible?
Lela: Thank you, Barbara. (It also reminds me of a valuable lesson I learned that time I ran for student council in high school and didn’t vote for myself…y’all know how that story ends.) Our whole team is so honored and grateful to be included.
TED: If I was to draw up a list today of the films most worthy of distribution, I’d put INVISIBLE NATION on the top, and not just because I produced it. I know it deserves it! It hasn’t got the recognition or reviews it has by chance! If we are not our own best advocates, who will be? That said, you’re safe here, Lela, because the programmers recommended CHASING CHASING AMY.
Anyways, I hear all these stats, but really, is there an audience out there for these films?
Lela: YES! Not only have these films earned multiple favorable reviews, garnered Audience Awards, and have extensive festival play, we can look to Letterboxd for more insights on the potential market.
All 20 films appear on Letterboxd, and all have been added to at least one list. 19 of the films feature reviews by Letterboxd reviewers. Of the films with enough reviews for an average score, the average score is 3.5.
These films have been ‘watched’ 7,204 times, added to 4,179 lists, and have 2,049 likes. These films, and their filmmaking teams, have already generated vibrant discussion online of their films, despite the fact that they are not available in theaters or via a streaming/on-demand platform.
Barbara: We’ll also mention here that we had 12 films recommended who weren’t eligible because they had received (or have upcoming) theatrical or digital distribution since they played that programmer’s festival. So that alone demonstrates audience interest and marketability of these titles as a whole - not to mention the discerning taste of festival programmers. We’ll be sharing that list on Letterboxd, but just for a little sneak peek… HUNDREDS OF BEAVERS was nominated and we know how that’s going. (And scroll down for the full list.)
Featured updates from several of The Popcorn List films:
A few of the titles have shared updates from when they were first nominated in early February. We share them with you now as examples of how much love and support they are getting on the festival circuit:
ART FOR EVERYBODY will be playing the upcoming Cleveland International Film Festival and the Minneapolis International Film Festival.
AMERICAN POT STORY: OAKSTERDAM has a slew of film festivals coming up in the next few months.
CHASING CHASING AMY has played at 68 festivals since Tribeca 2023, in 13 countries - including Serbia, Nepal and was just booked in Ukraine.
JESSZILLA was selected to participate in AFS '25 (American Film Showcase) - the United States’ flagship film and TV public diplomacy program, funded by the U.S. Department of State and produced by the USC School of Cinematic Arts to strengthen ties between peoples and foster cross-cultural understanding. Each year, AFS curates a slate of up to 60 award-winning American documentaries to be screened by U.S. Embassies around the world.
OUT THERE: A NATIONAL PARKS STORY has played over 20 film festivals across the country and won a number of awards, alongside being featured at sold out screenings like the Explorers Club in NYC and national conferences like the Public Lands Alliance.
TODAS LAS FLORES is still on its festival roadtrip - next up at festivals in Puerto Rico, Costa Rica, USA and Colombia.
UNBROKEN has received a spectacular review from Film Threat.
Special Mention Films
We’d also like to give a shout out to the films that were recommended but were not eligible for TPL - because they’ve already been released in theaters or digitally, or are planning a release soon. Brava to these filmmakers - and to the programmers who recommended them. These movies also deserve to be recognized - (and booked in many theaters!) Make sure to check them out on Letterboxd too:
26.2 to Life
The Accidental Getaway Driver
Angel Applicant
Bad Behaviour
City of Love
Dusty & Stones
Hundreds of Beavers
King Coal
Late Bloomers
The Last Movie Ever Made
Mountains
Summer Solstice
Ted - thank you for being such a supporter of new ideas! We're so excited for these filmmakers - thanks for helping to shine a light on these movies :)
👏👏👏 I’m sure logistically challenging so hopefully at some point this can evolve into a twice a year list.