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Beyond Blood Diamond PRODUCED BY December | January 2020 | January December PRODUCEDTHE OFFICIAL MAGAZINE OF THE PRODUCERS GUILD OF AMERICA // DECEMBER | JANUARY 2020 BY marta kauffman marta THE PRODUCER WHO KEEPS SCORSESE TICKING P. 96 BILL HADER GOES FROM FILM NERD TO FILMMAKER P. 74 volume XV number 6 XV number volume MARTA KAUFFMAN “One of the things Grace and Frankie has is a quality of warmth. Someone once called it comfort food, and I think that’s what it is.” O ‘BLO D DIA ND M O O Y N E D ’ B H O S W N S IO O T C C I U A D L O IM R P P A O CT T C UE AM AL PAI G V GNS ADD LASTIN W ritt nza en by Bonnie Abau PRODUCED BY 69 BEYOND ‘BLOOD DIAMOND’ he civil war in Sierra Leone began in 1991 and lasted 11 years. T It claimed the lives of more than 50,000 people. When it began, diamonds mined in the strongholds controlled by a rebel group, the Revo- lutionary United Front, were sold to finance the war effort or traded for weapons and military training. Journal- ists and human rights activists on the ground raised the alarm and alerted the international community about the sale of these “conflict diamonds,” or “blood diamonds,” as they came to be known. But it wasn’t until the 2006 feature film,Blood Diamond, starring Leonardo DiCaprio, that the public learned the term and the role that diamonds played in the devastating civil war. The film’s impact campaign, spear- headed by Global Witness and Amnesty International, helped to educate the global that can be mutually beneficial: The films change, Blackfish assisted the animal community about blood diamonds, as well help raise awareness with the theatergo- rights movement in compelling Sea World as the Kimberley Process used to certify ing public about the issues these organiza- to end its captive orca breeding program conflict-free diamonds, the complicit role tions confront, and in turn, organizations and phase out its orca shows, and Super of some international jewelry companies, help mobilize their millions of members Size Me and FOOD, Inc. led to changes in and the specific actions that individuals to support the film during its theatrical the fast-food industry. The documenta- could take to be responsible, conscious release. The NGOs also provide a “seal of ry The Hunting Ground continues to be consumers of diamonds. Global Witness approval” about the film’s accuracy and screened by colleges as part of their Title and Amnesty International mobilized their help generate stories in both mainstream IX commitments to combating campus members to spread the word about the film. and nontraditional press about the film sexual assaults. The music video for the Thirteen years after the movie’s re- partnership. The same model of coopera- Oscar-nominated song “Til It Happens to lease, jewelers still promote to customers tion has been used for documentaries, TV You,” written by Diane Warren and Lady that their diamonds are certified con- series, streaming and other media. Gaga, was an initiative of the film’s social flict-free. Like blood diamonds, the terms When Jeff Skoll started Participant Me- impact campaign. It has been viewed blood minerals, blood chocolate and blood dia as a company with the double mission more than 47 million times, and the Sexu- gold are now also part of the progressive of producing socially relevant films that al Assault Hotline number included at the vernacular, in large part due to the film also had impact campaigns, the company end of the video resulted in an increase of and impact campaign. Blood Diamond has set a high bar and firmly established the 34% in calls during the first 48 hours after been integrated into the curricula in high landscape of social impact entertainment. the video premiered. The music video is schools and college courses, and is refer- Campaigns for films and documentaries still being viewed, and survivors of sexual enced by organizations in international like An Inconvenient Truth, FOOD, Inc., assault continue to call the hotline. human rights legal cases. Numerous other and most recently, Roma, helped drive au- documentaries focusing on conflict min- diences to theaters and inspired people to Developing and Executing erals and gold have modeled their social take actions that led to tangible changes. Impact Campaigns impact campaigns after Blood Diamond. Some films have had lasting social Social impact campaigns bring together impact long after theatrical release or filmmakers, production companies and The Value of Social broadcast and are still being used by distributors with nonprofit organizations, Impact Campaigns organizations, educational institutions think tanks and foundations. Collabora- In the most widely used structure of social and community-based groups. An In- tion is vital from the beginning. It is also impact campaigns, organizations partner convenient Truth continues to energize critically important to define initiatives, with studios and filmmakers on projects people to engage on the issue of climate metrics and goals in partnership with the 70 PRODUCED BY BEYOND ‘BLOOD DIAMOND’ people doing the work on the ground, on past theatrical and into other platforms. Knock Down the House, produced the policy side, and in agencies that have by PGA members Regina K. Scully the power to effect change. Working with Delivering the Message and Stephanie Soechtig, follows four organizations helps filmmakers analyze Filmmakers sometimes express concern extraordinary women—Alexandria Ocasio- issues from different perspectives. NGOs that an impact campaign will politicize their Cortez, Amy Vilela, Cori Bush and Paula have credible experts who understand the film or will cause the public to perceive the Jean Swearengin—as they take on the complexity of the issues in the films and film as a “message” movie that will lecture congressional establishment by mounting provide valuable insights. rather than entertain. In general, documen- grassroots campaigns and building a Building a strong coalition behind a mov- taries lend themselves to hard-hitting mes- movement during a time of historic ie takes time, partly because securing NGO sages while some feature films benefit from volatility in American politics. Knock support requires many levels of approval. a more nuanced “Trojan horse” approach Down the House’s campaign focuses on This is one reason why it is essential to give to implementing a campaign. In both cases, the importance of civic engagement, social impact campaigns a long runway. It the campaigns should complement the voting, and inspiring young girls and allows the impact campaign team to see the marketing and advertising for the film, and women to pursue elected office. film far enough in advance to start partner should be aligned with the goal of driving The outreach initiative has formed part- outreach, develop a strategy with initiatives box office attendance or drawing viewers nerships and alliances with a broad base and goals, and execute the campaign. to broadcasts or streaming services. The of nonpartisan organizations, community In terms of budgets, a social im- organizations and groups supporting the groups and schools. To date, there have pact campaign for a studio feature film impact campaigns are a built-in audience been 400-plus high school, college and com- averages around $300,000; documentaries that can be mobilized to turn out for the munity-based screenings, and more than and independent films between $75,000, films and to be active partners in promoting 40 nongovernmental organizations are sup- and $150,000, depending on length of them through social media. porting and promoting the documentary. campaign (6–18 months), number of American Factory, presented by Higher initiatives, and domestic and internation- Current Campaigns Ground Productions and Participant al events. Filmmakers and distributors Two critically acclaimed Netflix Media, is the first title from President should consider the fact that campaigns documentaries have robust campaigns and Mrs. Obama’s production company. It can bring numerous additional benefits to in progress: Knock Down the House and documents the revitalization of a factory a film’s release and can create value long American Factory. in Dayton, Ohio, and provides a startling American Factory directors/ producers Steven Bogner and Julia Reichert with President and Mrs. Obama COURTESY OF NETFLIX OF COURTESY PRODUCED BY 71 U.S. Rep. Alexandria Ocasio-Cortez and students from the documentary Knock Down the House COURTESY OF NETFLIX OF COURTESY glimpse into the global economic realign- are also being self-organized by individu- Bonnie Abaunza ment playing out in cities across the als and groups in 35 states across the U.S., has been an impact country and the world. The documentary Italy, Luxembourg and Puerto Rico. campaign producer for 20 years. She serves as the launching pad for a national Knock Down the House and America is founder of the campaign to seed a conversation around Factory are resonating with a wide Abaunza Group, which the dignity of work, bring visibility to the variety of organizations and people who develops and executes fractured compact between workers and are taking action through the impact campaigns to help films employers, and build support for a future campaigns. Judging by the engagement move the needle on critical social, political of work that benefits everyone. metrics, both films are poised to have and cultural issues. Its social impact campaign include short- and long-term impact. a national tour with film screenings in This past spring, The UCLA Skoll impact campaign producers and others communities across the country. The tour Center published its landmark report The analyzing the campaigns of narrative and kicked off in Louisville and will continue State of Social Impact Entertainment that documentary films, television, theater on to Indianapolis, Pittsburgh, Boston, maps this landscape, examines frame- and emerging forms, the report finds Detroit and Seattle.
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