Documentary filmmakers and grass-roots activists have been working together for decades, organizing community screenings to engage the mind and the heart with the storytelling power of film. As early as the 1920s, political films that were rejected by government controlled theaters in Britain were exhibited by socialist film societies on factory walls and in church social halls. In the 1970s and 80s, documentaries with antiwar, labor, and feminist themes were often shunned by traditional distribution companies in the US and were forced to find alternate means of getting seen, to varying degrees of success. In 1988, filmmaker Barbara Trent reached a large number of people with Coverup: Behind the Iran-Contra Affair, using a multi-channel self-distribution strategy that included local activist groups, high-profile benefit screenings at art house theaters, and mail-order distribution on VHS.

As global culture shifts towards the visual and away from the written word, there’s an even greater need for visual expression of political ideas. Outfoxed and Uncovered have demonstrated how digital technology and the internet can offer new ways to find an audience and motivate social change. Yet connecting the dots between political documentaries and the groups that can use them is a difficult and time-consuming task. According to Robert’s political director, Lisa Smithline, “many organizers and organizations are not yet familiar with using a film as an organizing tool. Often, my first step is to explain that, as filmmakers, we are trying to provide a useful tool to organizations, adding to their resources instead of taxing their resources.”

From the other side of the equation, Gina Glantz of the SEIU sees film as a very powerful and exciting addition to the activist’s arsenal. “Inviting people to spend an evening watching a movie is a lot more enticing than inviting them to a lecture or a group discussion,” she explains. “And then the movie itself can make abstract issues more tangible, showing the impact of ideas and policies on real people.”

In planning their outreach to organizations for the Retail Project, Lisa and Kabira conducted an extensive research project to compile a master list of potential partners. “First we created issue categories relevant to the film,” Lisa explains. “Then we searched for as many organizations we could find who were working on those issues. We complied all the information into an Excel spreadsheet so that we could track the status of our discussions with each group.”

Before outreach could begin, Lisa needed to assemble materials that could be used to follow up the initial call. While many of today’s filmmakers will use a website with a downloadable clip as their main “calling card,” Robert’s films are usually kept confidential during the first part of the production process. Until the public launch of the Retail Project on June 1, Lisa had to rely on a “campaign summary” Word document that summarized the film, the issues raised by Wal-Mart, and the proposed action plan for Wal-Mart Week. Although Lisa was able to show a trailer to potential partners at in-person meetings, until June 1 she was not allowed to send out the trailer on DVD or post it on the web.

Lisa recommends that all filmmakers prepare a “campaign summary” document, even those who already have a website and press clippings about their film-inprogress. A written description of the campaign helps all of the parties rally around a concrete plan, and often stimulates debate and discussion that generates new ideas and techniques.

An introduction from a mutual friend or colleague is always helpful, but Lisa says that many important partnerships are built by a filmmaker cold-calling relevant organizations. She recommends checking the organization’s website to find the name of an executive director, outreach coordinator, or public relations manager who could be the initial point of contact. “Once the value of film as an organizing tool is understood, the plotting and planning can begin,” Lisa reports. “Organizing screenings is the fun part. Groups can charge admission and sell DVDs to raise awareness and funds for their organization. Ideally, we’re providing a means to educate, motivate, and activate their constituents, and everyone wins!”

1. Confronting the President
2. Refining the Model
3. Working with Nonprofits and Political Groups
4. Reaching Out to Organizations