Panelists explore future production models

Media makers, who are pushing the boundaries of commercial, narrative, and documentary production, encouraged a recent IFP 2010 Producers Series audience to explore opportunities for innovation in a changing marketplace.

Brian Newman, former Tribeca Film Institute CEO, urged producers to “think of films not just as films but as projects: what other components are crucial to accomplishing what you want to accomplish?”

Particularly for documentaries, he said, “A feature film may not be the best way to engage your audience.”

He also exhorted producers to harness evolving channels of financing, production, marketing and distribution — and the conflicting impulse of media companies to push the market toward a closed system, as in the Apple-controlled platforms on the iTunes store and the iPad.