Mumblecore Film Magic

Mumblecore is an extremely low budget (often times $3,000 or less) indie film movement started by the “twentysomething” generation. The films generally star other Mumblecore directors and film makers who are not trained actors and don’t get paid.  The plotlines are often centered on interpersonal relationships. Many times these films use communication technology, like cell phones, YouTube and Myspace, in their plotlines. The movies gain almost all of their awareness through word of mouth. They don’t have the feel of traditional movies; they are more like a dialogue between the filmmakers and the audience. The filmmakers are known as “Slackevettes,” the movies are called “Bedhead Cinema,” and the group of filmmakers is called the “neo-slacker generation” and “Generation D.I.Y.” Alicia Van Couvering, in filmmakermagazine.com, wrote, “Above all, mumblecore films are about trying to communicate.”

“Quite City” trailer:

“Hannah Takes the Stairs” trailer:

Mumblecore movies offer an interesting perspective into movie making and redefine movie content. Hollywood movies use many of the same plotlines over and over again, making it easy for viewers to follow. Mumblecore movies tell stories in ways that connect the viewer’s personal life experiences with the film's message, making it easy to follow. The stories are about real life and what people go through in intimate relationships. Some of the characters that are dating on screen are played by people who are dating off screen, making the connections between the characters more believable and emblematic to true life. If you are into indie films you might like Mumblecore films, they are über-indie.

Mumblecore movies exemplify the little nuances in life that we tend to look over at first, just to dwell on later. From a planner’s standpoint, this could be very helpful in understanding the nuances in the “twentysomething” generation, especially the post college crowd; these mundane emotional connections are very important to this generation. Further understanding the nuances, portrayed in these films, could generate insights that could connect this age demographic with the brand identity of a product.

Mumblecore films encompass many of the things we have been blogging about such as cgc, the meganiche, and ignite. The films are very creative and use improv acting; the main characters in the films are the films' biggest fans and are part of a niche group that is heavily involved in each other’s work. This new genre of films could be utilized to connect with this niche market, on a strong emotional level. If advertisers could connect with Mumblecore films they could gain the attention of twentysomethings, in a way that has never been done before. YouTube and Hewlett Packard have been running a film contest that is closely related to Mumblecore. It is called Project Direct.

Do you think Mumblecore films are a viable way to connect with twentysomethings? What do you think it will take for Mumblecore movies to become mainstream? How can an account planner utilize this trend? Are there any other trends that you think relate to the Mumblecore trend?

NY Times Article

Posted by guest author, Jordan Denham.

Comments

[Sabrina DeMartini]

It’s funny that Mumblecore film is a topic for the blog because last term in my History of Motion Picture class, we studied Mumblecore films. I really enjoy them. I think they hit on main points of reality in a very unedited way. For example, in Real World or the Hills (both shows that are supposedly “real life”) the people in it are acting according to the “Hollywood formula.” The show is edited so that we see the participants’ behaviors and make assumptions on which mold they fill (the bitch, the girl next door, the frat boy, etc.). Those shows don’t show us the “down time” that people spend when they’re not fighting, drinking, or gossiping. To me, the stuff that’s edited out is one of the most important elements of “reality.” When you can see people as themselves (i.e. bored, watching T.V., being in a weird, silly mood, etc.) their true colors come out. However, television producers and I’m sure the majority of the American public, would find real life, without all the drama and bickering, to be boring, and would turn the channel.

I’m so glad that our generation has begun to embrace Indie film-type media such as Mumblecore films. To me, watching humans interact with each other on a daily basis is much more interesting that watching any fake, pre-disposed emotion on “reality television.” I get a strong sense that these people have problems, insecurities, and downfalls just like the rest of us. It’s refreshing, to be quite honest.

I think that Mumblecore films have what reality television wants- to be able to connect with the twentysomethings on a personal, unintrusive, and real level. I’m hoping Mumblecore films don’t go mainstream because that’s when they’ll lose all of their originality. Account Planners should partake in the Mumblecore film trend, and go to theaters where they’re being played. They could see the audience- what they eat, wear, think, say, etc. Also, like Jordan said, by connecting with the issues going on in the lives of these twentysomethings through Mumblecore films, account planners will be able to implement those insights into their campaigns.

Overall, Mumblecore filmmaking is a lot like most of the viral communication media out there today. It’s refreshing, personal, unedited, and powerful. I personally love this “grassroots, speak your mind” trend that’s going on in the media world right now, and I think it will be around for a long time to come.

[Jordan Denham]

Sabrina’s comment made me think about something I had not thought about when I was writing this post. People naturally and inherently are voyeuristic. I don’t know a single person that doesn’t like to watch other people doing whatever. Half the fun about going on vacation or sitting in a coffee shop is people watching (PW). I can get as much fun and enjoyment out of PW as I can out of Hollywood films. Mumblecore takes PW to a whole new level. Not only do you get to watch unscripted movies about interpersonal relationships, you get to find out intimate details about people. Typical PW does not allow you to do this.

There are people out there that don’t like to think when watching a movie and there are those that do. Mumblecore offers the movie thinkers a good deal of mind candy to think about while watching the film. Mumblecore movies give the viewer less of the “fake scripted feeling” you find in many Hollywood movies and reality television. I think that Mumblecore movies hit the nail on the head with the twentysomething generation, like Facebook, they offer a true to life voyeuristic experience.

[V. Stephens]

I think Mumblecore films are the wave of the future.

DYI film is so hot. It is going mainstream, look at some of the Youtube promotions. There is one for Mcnuggets that is well off the wall but catchy.

I don’t think you need to be a twentysomething to enjoy the creative energy and natural talent of seeing something real and unpolished that comes from the heart of the producers. Many are quite humorous and memorable.

I think there is a trend even on TV to showcase amateur talent and in media to allow for citizen journalism and commentary. It is everywhere now - blogs, websites, podcasts, photo share sites, video posts, wikis.

Many folks have found their claim to fame in being recognized for their talent in self generated web promotions and postings.

[Molly Cathcart]

I don't ever foresee Mumblecore films going mainstream. I could see a few randomly getting big (like Napoleon Dynamite, although I don't think it was Mumblecore, every once in awhile unexpected things get huge). Indie films have been around for awhile and are still Indie films. I can't see why films with smaller budgets than most Indie flicks would all blow up. The first example, Quiet City was almost laughable. It looked like someone, possibly for Saturday Night Live, made a trailer trying to include all of the typical Indie film cliches.
While I can admire the attempt at creating a raw, DIY feel that twentysomethings can relate to, I don't think these films are an effective way to appeal to a mass audience of twentysomethings. It takes a certain type of person to appreciate an Indie, let alone a low budget, unpolished Indie.
Nevertheless, I think these films can be useful to planners because, although many of the plotlines seem cliche, they can give them a glimpse into some of the main concerns and struggles of a twentysomething, even if the audience is not that large. Because they are so low-budget, they seem much more raw and better intentioned than many higher budget Indies that directors are taking to festivals to try to sell.
Mumblecore falls into the consumer generated content trend, where people have grown much more proactive, and if they aren't seeing something that they want to see, they just make it themselves. It also falls into the "reality TV" trend because it is so raw and often off-screen couples play onscreen couples to make the relationship more realistic. Like Sabrina, I would rather watch an Indie sort of reality movie than a scripted "reality" stereotype.