Lights, Camera ... Social Action?

Grab your popcorn before this blog post starts — you won’t want to miss what Jonathan Wolfe (senior writer at Case) has to say about the growing synergy between film and social change. And this is far from his first take. Look for more of Jonathan’s thoughts on “filmanthropy” in the future. Thanks! —Kari

I keep seeing posters and previews for American Teen, a new documentary that promises to be the real-life version of “The Breakfast Club.” It follows the lives of four high school seniors living in a small town in Indiana, each of whom represents a classic teen archetype – the prom queen, the jock, the geek, and the artsy girl.

This film interests me not only as a cineaste but as someone now tasked with better understanding what it means to be a “Social Citizen.” Will this film accurately portray what it means to be a Millennial teenager? And will it address, even tangentially, the way communication is changing as technology advances?

I’ll have to see the movie for the answers to those questions, but I’m also interested in the growing number of films – both fiction and documentary – that are moving beyond mere entertainment in an attempt to educate and inspire.

Certainly when it comes to documentaries, a social cause is often what’s driven the filmmaker to make their film. Think Born Into Brothels or War Dance or any of Michael Moore’s movies. These films and many others like them have a clear message and, one would hope, a clear path to action.

But do they? My recent non-scientific exploration of the websites of about 50 of the most recent cause-driven documentaries found a surprising dearth of direct information to help support the cause so passionately explored in the film.

Clearly there are exceptions. An Inconvenient Truth, for example, featured end credits listing examples of ways the audience can make a difference, as well as the URL for an informative website. But even in that instance, you have to wait until you get home to go online and learn more.

So what am I getting at here? Well, like many, my decisions to give or to act are often made on the spot, not premeditated. And with all the recent talk of mobile giving as a way to encourage spur-of-the-moment donations, isn’t there a great role (pardon the pun) for movies to play in helping change how we give?

Think of it. You’re in the theater, you’ve just seen a powerful, moving documentary and before the house lights go up, a message appears on the screen directing you to grab your phone and text your support. As an avid moviegoer, I know that I’d start giving a lot more frequently. What about you?

Ted Leonsis certainly thinks so. With support from my boss Steve Case and former AOL exec Miles Gilburne, he’s launched SnagFilms, a site where you can watch full-length documentaries for free, share them with others via a widget, and support related charities with the click of your mouse. It’s all part of what Leonsis has dubbed “filmanthropy.”

Is this type of thing the future of documentaries then? What about film in general? The power to connect what you see with what you do. The opportunity to tap into a captive audience and do some collective good. Will giving soon be coming to a theater near you? I think so. And I’d love to hear what you have to say.