Thursday, November 29, 2012
The other day I got an e-mail from the editor of the Oregonian's FoodDay section asking if I'd like to cover a screening of a new movie about the American system of meat production. It took, oh, about three seconds for me to check my calendar and respond in the affirmative.
While Stephen Spielberg's latest film, "Lincoln," and Graham Meriwether's "American Meat" both feature compelling storylines and engaging characters, there won't be any screaming headlines about a hot and heavy box office smackdown. And not just because the A-list actors in "Lincoln" and its upwards-of-$65-million budget dwarf the $250,000 Meriwether spent to make his movie about the farmers who raise the meat we put on our tables.
Meriwether is eschewing theaters for a more direct and, he feels, effective way to engage with his audiences.
"We're using a very unconventional distribution model," he said at a recent screening held at Cinema 21 in Northwest Portland. While most filmmakers apply to festivals such as Sundance or the Toronto International Film Festival and look for a distributor to pick up their film, he said his aim was to get "American Meat" directly to farmers. This fall, he premiered the film at the national conference of the Future Farmers of America (FFA), an organization for young people interested in becoming farmers. He's now screening the film at FFA chapters around the country, as well as at select colleges and universities with strong agricultural programs.
Read the rest of the article.