- Daniel Pinchbeck
Alternet -
The established forces that want to control consciousness and manage perception face the new challenges of outsider perspectives that the internet makes available
The Internet is ground zero in the global consciousness war, between those entrenched forces that want to control consciousness and manage perception, to maintain their power and market share, and those other constituencies who represent a range of 
Over the last few months, I've been working on the release strategy for 2012 Time for Change, our documentary, with director Joao Amorim, producer Giancarlo Canavesio and the staff at Mangusta Films. This has been a great learning process for us, and it is still underway. The transformation of media that began with the launch of 'Web2.0' a number of years ago has continued, and is accelerating. At the same time, the old mechanisms for distributing and marketing independent films have broken down. The model of a new independent film debuting at a festival like Sundance or Toronto, then getting a decent deal with a distribution company that takes the film off the filmmakers' hands and brings them success and some financial reward has become a distant fantasy. Nowadays, very few films get such deals, and even when they do, the movies rarely pay back their investors, reward the creators, or make much of an impact in the mainstream.
In the new model that is still emerging, the creative energy of the filmmakers no longer ends with the completion of the film, but continues to be drawn upon for the entire life cycle of the project. The distribution and marketing of the film become a direct extension of the process of making it, and the creativity extends to every aspect of promoting, marketing, packaging, distributing, and showing it. On one side, this means that the artist can no longer be naive about business, or distanced from it, and hope to survive.
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