Slamdunk Conquers the World

John Peterson discusses his organization's winning formula for running a film festival-and empire

by Jennifer M. Wood | Published February 3, 2007

Slamdunk attendees

Film festivals have traditionally been compact events held in single municipalities that span anywhere from two or three days to two or three weeks. But the founders of Slamdunk are on the cutting edge of a trend that has seen an increasing number of festivals take their shows on the road, with very successful results.

In a recent conversation with MM, Slamdunk's John Peterson, who founded the organization with Keith Spiegel and Justin Henry, discusses the group's decision to host a series of screenings and gatherings throughout the year in various moviemaking hotspots around the globe.

Jennifer Wood (MM): Slamdunk was originally founded in Park City as an alternative to Sundance. You are, of course, not the only folks who are providing an alternative to Sundance. What makes you different?

John Peterson (JP): Slamdunk started as a way to gain exposure for a film that was written and directed by Keith Spiegel and starred Justin Henry called Groupies. The decision to create a festival around the need to exhibit a film in Park City was a simple one: that's where the buyers, agents, actors, writers, etc. in the independent film industry come. We wanted to be in the center of the action.

It's a simple fact that the number of exceptional films far exceeds the number of screening slots available at Sundance. We choose not to compete with Sundance or any other festival. Rather, we showcase films that are well put together, intriguing, and deserve to be seen even if they are not North American premieres or from first-time directors. We've cultivated relationships with distributors, buyers and producer's reps to aid the filmmakers as they work to secure some sort of release for their films.

MM: Okay, I understand you don't believe you're in direct competition, but there are at least four other festivals in Park City every January! What do you offer moviemakers that those other festivals don't?

MM: Slamdunk helps filmmakers position their work in this current system, and we're able to stay current because of our openness to the evolution of that system. The independent climate is constantly evolving and Slamdunk is able to adjust to these changes because we're very close to the action all year round.

MM: Slamdunk gained a great reputation as a place where the moviemaking and Internet worlds can come together. The past year has been difficult for almost all dot-com industries; how has that affected Slamdunk?

JP: I'm not sure, as we were not singularly focused on dot-coms as much as we were interested in the new media approach that they represented. As a result, even with the bust, we benefited from the development brought on by the boom. We got a lot of free drinks at parties from new companies and now they're gone, but the technology is still strong. Because filmmakers, especially independent filmmakers, are so interested in new tools and technologies, we've always had one foot in the technology door. So Slamdunk is committed to using the latest tools to aid the filmmaker.

This year in Park City, we had Main Street's first truly digital screening room. Microsoft allowed us to playback our entire line-up of 12 feature films and 24 short films using their Windows Media Player. Sample Digital, based in Santa Monica, did all of the encoding from a variety of formats. This is a tool developed during the dot-com boom that has settled out from the bust. It will allow filmmakers to show their feature films on full theater-size screens from their laptops, and distribute them themselves with Video On Demand technology and interfaces.

Meridian Audio also provided a complete digital surround sound system. Meridian Audio wrote the codex for all DVD Audio as well. It was quite remarkable. I can't say enough about those companies and what they did to aid us and the filmmakers by providing the next generation of tools to help showcase our film line-up.

MM: What was Park City like for you this year? There seemed to be a quietness about the event, at least in terms of coverage.

JP: It was different this year. It was nice, actually. The dot-com craze drove quite a number of people to independent film and, therefore, Park City. As the film community adjusts back to life without that fever pitch there is a natural calming that is going on. I don't think I was shoulder-bumped on the street once the whole time I was there. But our screenings were packed, regardless of the hour, and for the first time I managed to slip away and see a couple of screenings at the other festivals. Once the industry finishes settling I am sure the craziness will return.

MM: The strategy of piggybacking off another festival has proved quite successful. But Slamdunk has taken the idea much further: You guys are now at Toronto and Cannes, too. What are you doing at these other festivals?

JP: Cannes and Toronto both present wonderful opportunities. These large, international gatherings for our industry provide us with the ability to showcase films and technologies on a world stage. This helps to increase the Slamdunk brand, and the exposure and profile of those involved with us.

With Cannes, we put on our largest event. We transform the rooftop of the Noga Hilton for 10 days into a pavilion style venue, where film, fashion and technology meet. We host a series of targeted screenings tailored to specific invitees and buyers. This year we will be hosting a festival of animation with Talantis Films, France's largest short film content aggregator. In addition to the 25 animated shorts (drawn from an open submission process), we'll screen five feature films and about 15-20 shorts. We create smaller, more intimate screenings, with specific buyers in mind.

Toronto is a bit more streamlined. We basically create a lounge for the indie folks to relax in. It's nice. It gives us a chance to spend time communicating with filmmakers without the pressure of the screening series.

MM: Most moviemakers still dream of having their films shown in Park City, Cannes or Toronto. What are a few words of advice you'd give them?

JP: It's a cliché, but you need to be persistent. If you really believe in your film and work hard to make others believe with you, your film will definitely find a home. Maybe even in one of those cities you mention. It's as simple as creating a strong story, solid acting and good directing.

MM: Slamdunk is now also a film production company. What led you to make this decision? What sort of projects are you looking for?

JP: All of us at Slamdunk are filmmakers. We started the festival to showcase films. We have amassed an impressive list of product, distribution and financial contacts through the festival. Since we're filmmakers, and we wanted to make sure that our festival filmmakers get the best deals possible on their films, it just felt like the logical extension of the festival to open up a production arm. Slamdunk Films has just optioned an amazing screenplay from a first-time writer, Geoffrey O'Brien, called Full Fathom Five. FFF is a young adult action adventure film set in a small New England fishing town perhaps it'll be shot in Maine <Wink>.

We're also looking for finished titles. We have a vast network of sales contacts, and we'll gladly extend them for the right film. We look for strong writing that will require little development, and hopefully has some elements attached. Interested parties should contact us with their package and a cover letter.

MM: You guys always seem to be coming up with new and inventive ways to help the independent moviemaking community. What are some of the projects you're looking to work on in the future?

JP: Personally, I'm excited by the prospect of new delivery technology. I think that at-home pay per view and Internet channels capable of handling streaming video will blow the doors off of the indie film world. It might make festivals like Slamdunk obsolete. Imagine going to Sundance, but staying in the warmth of your own home.

We are also focusing on DVD home video and a sales company. This will enable us to help contribute substantially to the distribution of films that we are associated with. This is currently where we are focusing a great amount of attention.

MM: You recently opened up an office in Paris. How will this change the work you're doing on an international level?

JP: Having a presence in Europe is great. We're getting a huge upswing in worldwide submissions. It's interesting to watch the contemporary view of America as seen from outside of our borders. I was recently invited to speak at the first annual Singapore Shorts Film Festival. It was very refreshing to have an audience who was eager to break into the film market at the grassroots level.

The French office also gives us access to overseas companies for technology, financing and content. Christoph Servell runs Slamdunk Europe and has been on the French film scene for 10 years. He brings a great wealth of contacts and ideas.

MM: You're now in your fifth year of operation. Now that you have some perspective, what are some of the your thoughts about the festival's future?

JP: I'm just happy that we've been able to help so many filmmakers. Recently, one of the other founding partners of Slamdunk, Cabot Orton, left the festival to work for a non-profit group. Without Cabot, this festival wouldn't have ever happened. Justin Henry, Keith Spiegel and I would like to wish Cabot the best in his new venture. He's our brother in the true sense of the word.

The real key to Slamdunk is its ability to evolve. We all work very hard to keep the festival and associated events fresh. The film community is constantly changing and evolving as all good art communities do, and Slamdunk must keep pace and even be ahead of the curve. Slamdunk is able to do this only by keeping a strong open dialogue with filmmakers and the industry as a whole. We want to thank all those who have shared in the last five years with us and extend an invitation to those who have not.

For more information on Slamdunk, visit http://www.slamdunk.cc

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