Can the Canadian Film Industry go commercial?

No matter how you look at it, the visual art of film is a business. Whether you call it show business, the film industry or anything else one of the biggest pieces of making it work is understanding the money behind it. Where it comes from, how to get it, how to spend it and most importantly who has it. Some people don't think of it as business. They think of it as support for art or creativity. But if you really look at the way it works, I'm not sure anyone could really call it anything other than business. You spend a lot of time looking and acting like a business person and working like an entrepeneur, even when you make it to Hollywood studio level there's a certain amount of schmoozing and business. So what part of that is art exactly?

Don't get me wrong, the film industry is incredibly artistic, even in Hollywood (you can read my thoughts on that here and here). With all the creativity and thought that goes into just producing something worth selling there has to be art involved. Otherwise it wouldn't be interesting or beautiful or funny or whatever it is that the art is supposed to be. But people don't always pay money for something that's beautiful or funny or interesting. Often times the best, most beautiful things in the world are the things you don't pay money for. At least not in any direct sense. But an industry that's built upon the idea of getting people to sit down in a dark room and watch something has to be built on the incentive to do so. That incentive is usually that it's worth paying money for.

So why is it that the Canadian film industry is so concerned with the art of it all? Trying to be the opposite of Hollywood's big business model by focusing on our culture and identity that we insist is so different from our neighbors to the south. Yet despite that we live with the contradiction that we can't compete with Hollywood and the big business model. We all want the money and the fame that comes with a big Hollywood business model but have a problem with doing what we need to in order to make that happen.

Last night, I went to see Cinecoup present a pitch to the Canadian film industry in Toronto about how to change all that. Putting forward a business plan that in a sense sounds like a Hollywood idea but has its own unique Canadian twist to it. And it's a great idea. Canada needs to think more like Hollywood in its approach to film and this will definitely move the yard stick forward to thinking in those terms. The problem I see is that I don't think it will move the yard stick far enough forward to really make a difference. For many in the Canadian film industry it will be a shock to their system. It's a plan designed to get people to think about the bigger picture. To think about where your film will ultimately end up before you even put a pen to paper, metaphorically speaking, and to care about whether it might actually make money.

I love the idea, I want to be involved, and I may even apply with my own project if I can put it together. But I worry that there won't be a round two for the business model. Canadians for all their talk about a difference in culture and the pride of their heritage have a much bigger culture with a lot more pride in their culture beaming content into their laps at an alarming speed. The kind of culture and pride that at least on the surface appears to appeal universally enjoyed.

Can the Canadian Film Industry go commercial? I think it can, and recent changes suggests that it is moving in that direction. But I don't know that the speed of the industry is fast enough to really warrant this kind of program.