The future is fast approaching

Caught up in an information culture.

Up There (2010)

Leave a comment

Still from Up There (2010).

Still from Up There (2010).

Watching the Beck’s Edison Bottle reminded me of a short doc I saw a while back at IFP’s Film Week – Up There is a twelve-minute short doc on the fading art of hand-painted billboard signs in New York.

It was written by the filmmaker and funded by Stella Artois, but they’re never mentioned in the film.  Instead, they’re the subject of the handpainted sign we see the painters working on.  This is branded content as truly valuable content in its own right, where the filmmaker rather than the brand crafts the message, and both come away happy.  When I saw the makers of this doc interviewed at IFP, you could see the funding model opening up whole mental vistas of possibility for all the starting doc filmmakers in the audience, but this is a tough gig to find, and the right funder and the right content is a tough match to make.


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s