Speaking Your Peace for the Chicago 10

Screening Liberally Big Picture

It's rare that we talk here about the selling of movies, preferring to talk about the movies themselves. But tonight we make an exception, with a quick note about the recent film about the post-1968 Chicago convention trial, Chicago 10.

The standard method for selling a Hollywood movie is, well, pretty standard. You spend a lot of money saturating the market with ad buys, posters at bus stops, morning talk show interviews, and so on. Then, it either catches on, or it doesn't. But Chicago 10 is doing something a little different, something which might could help illustrate the potential for smaller films to become a little bigger thanks for the evangelizing of their most fervent fans.

This is the kick-off bid, by Morgan Spurlock, in a contest being held by Participant Media and DeclareYourself.com. Essentially, the associated website provides extensive video and audio clips to visitors, which they can utilize in their own videos. The idea is that you combine your own footage with the Chicago 10 materials to create a PSA on the issue you most care about in the upcoming Presidential election, with the winner selected by director Brett Morgen to be featured on the film's DVD.

Is this game-changing? No - there've been plenty of create-your-own-significant-length contests paired with the launch of relatively major films before. But it is the first such contest I can remember making such heavy use of a liberal distribution of the original film footage itself, and thait is a very exciting step in a positive direction.