Festival Strategy: Insights from Nick Novicki and the Teams Behind Good Bad Things and Daruma
Nick Novicki, founder of the Easterseals Disability Film Challenge. kicked off the third installment of the film festival strategy workshops held at the American Film Institute, a collaboration between Cinematography for Actors and the Easterseals Disability Film Challenge. During his insightful talk, he introduced the cast and filmmakers behind two groundbreaking feature films, Good Bad Things and Daruma, both of which authentically portray disability representation—a rarity in the industry.
The panel featured:
John Lawson - Actor, Daruma
Tobias Forrest - Actor, Daruma
Kelli McNeil Yellen - Writer/Producer, Daruma
Annalisa Shoemaker - Executive Producer, Good Bad Things
Danny Kurtzman - Lead Actor, Good Bad Things
The Long Road to Daruma
For Kelli McNeil Yellen, Daruma was a labor of love spanning 17 years. As the writer and producer, Kelli's journey to bring the story to life was deeply personal, inspired by a family member’s catastrophic, life-altering injury. Witnessing the gap in how media portrayed individuals with disabilities, Kelli envisioned a story that focused on emotional journeys rather than physical challenges.
Key Challenges & Milestones:
Casting authentic actors with disabilities was a top priority for Kelli, despite agencies pushing back and claiming it wasn’t feasible.
In 2017, Kelli and her partner, Alexander Yellen (the film’s director and cinematographer), shot a proof of concept but faced challenges in finding talent.
They conducted a nationwide casting call, which led them to cast John Lawson and Tobias Forrest, authentic actors with disabilities who brought the story to life.
In 2020, the COVID-19 pandemic hit, forcing the team to work on a shoestring budget for two years.
In 2022, they pushed forward with production during the Omicron surge and received a $150,000 camera package grant from Panavision.
When Daruma premiered at the Dances with Films Festival in 2023, it sold out its initial screenings and was moved to a larger theater, which also sold out.
What To Learn From Daruma’s Journey:
Persistence is key
Filmmaking is a long and challenging journey.
Progress may feel slow, and obstacles may seem insurmountable, but keep working at your craft.
Understand the importance of casting authentically
Despite industry resistance, prioritize authenticity in casting.
A nationwide casting call may open doors to talent that agencies overlook.
Be prepared for unexpected setbacks
COVID-19 and the actor strike created major hurdles for the Daruma team.
Adapt and find ways to keep moving forward, even on a limited budget.
Submit to festivals that champion independent creators
Kelli highly recommends Slamdance as a valuable platform for independent filmmakers.
Learn about distribution early on
Distribution significantly impacts financing, production, and post-production decisions.
The learning curve is steep, so start educating yourself about distribution before production begins.
The Journey Behind Good Bad Things
Danny Kurtzman shared how Good Bad Things came to life. It began as a passion project with his best friend of 25 years, Shane, who was attending the USC Stark Program. They brainstormed the idea together, initially over Zoom due to Shane contracting COVID-19. While the script was rough at first, Danny worked closely with Shane to refine it. Production began in September 2022, with a focus on ensuring the film met festival deadlines.
Rather than rushing to submit to major festivals like TIFF, they took their time in post-production, focusing on sound, score, and addressing narrative concerns. Their patience paid off, and the film was submitted and has already been selected for several 2024 festivals.
Funding Challenges and Strategies
Both films faced significant funding hurdles. Danny Kurtzman shared that Good Bad Things was funded by him and Shane, who took a leap of faith in their vision despite numerous rejections from potential investors. They retained full ownership of the film’s copyright, allowing them to have complete creative control.
Kelli McNeil Yellen emphasized the value of shooting a proof of concept, which helped Daruma save money and refine their approach to production. She also highlighted the importance of understanding line production and exploring creative funding avenues, such as crowdfunding campaigns, to build awareness and fan engagement.
Casting Authenticity
Tobias Forrest and John Lawson’s casting stories for Daruma underscored the importance of authenticity. Tobias, initially reluctant to audition, was convinced by John to read for the role, leading to a performance rooted in their off-screen friendship. John, a double amputee, was thrilled to audition for a role specifically written for someone with his lived experience.
Tobias pointed out the industry’s tendency to digitally disable actors rather than hiring actors with disabilities, praising the Daruma team for prioritizing authentic representation.
Navigating Film Distribution
Both teams shared invaluable insights into their experiences with distribution:
Danny Kurtzman - Lead Actor, Good Bad Things
After premiering at Slamdance, Danny Kurtzman and Shane realized their journey with the film was far from over. While many distributors expressed their admiration for the movie, they were hesitant due to the lack of star power, questioning how to market it effectively. This skepticism only fueled Danny and Shane's determination to showcase their work on their own terms.
With the support of the USC Stark Program, Shane connected with Albert Berger, the renowned producer behind The Peanut Butter Falcon. Albert, who regularly conducts biweekly Zoom calls on disruptions in film distribution, became an invaluable mentor to the team. Through his guidance, Danny and Shane were introduced to Annalisa Shoemaker, whose expertise in distribution strategy transformed their approach.
Instead of accepting traditional festival deals, Danny and Shane decided to take a bold step forward. They launched an ambitious theatrical strategy, organizing 50 special one-night screenings in AMC theaters across the country, complemented by a virtual premiere. This effort was designed to elevate the film’s visibility and redefine how independent films can be marketed and distributed.
Annalisa Shoemaker - Executive Producer, Good Bad Things
Annalisa Shoemaker first connected with Danny and Shane through a mutual friend, Albert Berger. Following a conversation at the ReelAbilities Film Festival, Annalisa developed a marketing and distribution strategy tailored to the goals Danny and Shane had shared with her.
Recognizing the potential to position Good Bad Things as a major commercial release, Annalisa pitched the idea to AMC Theatres. Her proposal for 50 one-night-only theatrical screenings was aimed at showcasing the film's broader appeal and making a statement within the independent film community. This innovative strategy demonstrated the power of collaboration and a well-executed vision, ensuring the film reached audiences in an impactful way.
By taking control of their distribution journey, the Good Bad Things team not only overcame industry skepticism but also set an inspiring example for independent filmmakers navigating the challenges of releasing their work.
Kelli McNeil Yellen - Writer/Producer, Daruma
Kelli McNeil Yellen shared her insights from the distribution journey of Daruma, which premiered at its first festival in June 2023. She emphasized the critical importance of the 18–24-month window between a film's premiere and its next steps, noting that filmmakers must act strategically within this period.
Determined to navigate distribution effectively, Kelli educated herself on AVOD (Advertising Video on Demand), SVOD (Subscription Video on Demand), and TVOD (Transactional Video on Demand), learning how to plan rollouts and maximize each platform:
TVOD: Platforms like Amazon and iTunes where viewers can rent or buy the film, typically within a 30–90-day window.
SVOD: Subscription-based platforms like Hulu, which acquire exclusive licenses for streaming.
AVOD: Ad-supported platforms akin to cable television, where ads fund access to the film.
For Daruma, Kelli and her team chose a day-and-date release strategy, launching the film simultaneously in theaters and on-demand. Initially, the film was scheduled to play in five key markets: Los Angeles, New York, Washington, D.C., Chicago, and Minneapolis. Due to the success of the theatrical release, additional markets, including Atlanta and Boston, were added.
Kelli also shared a crucial piece of advice for filmmakers: hold back on releasing the official trailer until the right moment. By strategically eventizing the trailer release, they were able to create anticipation and make it a more impactful marketing tool.
Through her dedication and a steep learning curve, Kelli demonstrated that understanding distribution is essential to a film's success. She urged filmmakers to educate themselves early on, as these decisions significantly influence a film’s financing, production, and release.
Advice for Filmmakers
Patience and Persistence: Kelli encouraged filmmakers to keep working on their projects, even if success doesn’t come immediately.
Learn the Business Side: Both teams stressed the importance of understanding distribution and financing structures early in the filmmaking process.
Focus on Authentic Representation: Authentic casting can create powerful, relatable stories that resonate with audiences.
Be Creative with Funding: From proof-of-concept shoots to crowdfunding, think outside the box to bring your vision to life.
Know Your Audience: Even when distributors doubted the marketability of their films, both teams proved there was an audience for authentic disability representation.
Danny Kurtzman: “Even when you get a win, it doesn’t end. You gotta keep on going and going.”
Kelli McNeil Yellen: “Even if you don’t get something in the next couple of years, or things don’t happen immediately, just know that you have to keep working at it.”
Annalisa Shoemaker: “When Hollywood says there’s no audience for your movie, you have to blaze the path forward and show them the audience is there.”
Q&A Highlights
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Danny Kurtzman: Good Bad Things just finished its theatrical run at AMC and will soon host a virtual screening on VEEPS. Details are available on goodbadthings.com and Instagram (@goodbadthingsfilm).
Kelli McNeil Yellen: Daruma can be found by searching “Daruma movie” on Google, with updates shared on their social media.
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Danny Kurtzman: “Yes, some investors focus on selling power, tied to stars and names. But that didn’t stop us. We worked our butts off and proved the value of our vision.”
Annalisa Shoemaker: “Hollywood often says no because they don’t know how to market it. But when you believe in your film, you have to create the market.”
