The Circuit

by Steve Ramos

Read part one, "Miramax looks for Joe Six-Pack," here.

While other festivals are more competitive with countless films competing for the attention of audiences, Miramax made an impact at Heartland Film Festival with a festival seemingly all to itself, screening Mark Herman's "The Boy in the Stripe Pajamas."

With the 31-city screening program in late October, the first between Heartland and any film company, Miramax prexy Daniel Battsek said the opportunity for outreach beyond the top ten quality film markets are extraordinary.

"It felt right for this film," he said. "I've been aware of the festival through my colleagues at Disney. I think it's important to remember that this is a big country and some movies find particular success in particular markets, the so-called top ten quality film markets. But there are films that spread their wings beyond.

"I have not lived here long enough to see the country as red and blue although I'm aware of what that means. This screening series for me it's about positioning the film. It's about target audiences and it's about trying to find a different way of doing things and not just relying on the tried and true."

Heartland celebrated its seventeenth year on Oct. 19, after changing its name to Heartland Truly Moving Pictures in 2007 with an emphasis on more national events such as the "Boy in the Striped Pajamas" series. Programmer Nancy Collet came on board to help choose films for the Indianapolis-based festival.

With 55 films showing over an eight-day period through Oct. 24, Heartland was never hip or a destination for Hollywood film types and arguably never will be.

"It seems like a very unique crowd, much like the San Sebastian festival, more regular people than industry," Herman said, taking a cigarette break outside the theatre during his screening. "I don't know how strong the awareness is over Heartland and their Truly Moving Picture Award. I don't know if it's like the Good Housekeeping Seal of Approval just yet. But it can't hurt."

At 54, Herman has come to Heartland on the advice of Miramax and he is hopeful the partnership will pay off.

After the screening, Herman, "Pajamas" author John Boyne and actor David Thewlis returned to the stage for a filmed Q&A that will be part of the 31-city screening series.  Heartland President and CEO Jeffrey Sparks explained the format to the audience and how they could end up on the footage that will be part of every screening.

Sparks, the bubbly head of Heartland, has a background in social work and he formed the idea for Heartland while working at the New Harmony Center, a historic community in Southern Indiana. He showed footage of a filmed interview with Country Western star Amy Grant, an intro that will precede the "Boy With the Striped Pajamas" screenings. These screenings, Sparks emphasized, will help carry the Heartland brand to a national audience and he has more planned.

"I do a movie night regularly at my house with guys in my neighborhood," Sparks said earlier, during a walk through the festival's downtown offices. "But I show them films that they ordinarily would not see. I showed them "Babette's Feast," with subtitles and they loved it. Afterwards, I had an epiphany about a guys movie night on our website and gals movie night section on our website and it will be movies people haven't seen but need to see, films like "Babette's Feast." These are the type of programs we can do nationwide to promote ourselves."
 
At its Saturday evening awards ceremonies, held at the Conseco Fieldhouse, home to Indiana Pacers basketball games, "Captain Abu Raed," about an airport janitor mistaken by children as a pilot, was the $100,000 Grand Prize Winner for Best Dramatic Feature. "Pray the Devil Back to Hell," about Liberian women protesting for peace in their war-torn country, won the $25,000 prize for Best Documentary. Other awards standouts include the short "Victoria" and former Picturehouse exec Bob Berney who received the Pioneering Spirit Award. 
 
Talking after the screening, the Miramax team admitted to being unsure about the upcoming screening series. But they agreed on one thing. Heartland was more than just its festival. It was fast becoming a national brand.
 
It's a theme that was felt at Heartland. The biggest story has less to do with its festival screenings and more to do with the upcoming "Boy in the Striped Pajamas" screenings with Miramax. It was about Heartland stepping away from Indianapolis and making its Truly Moving Pictures Award the equivalent of a Good Housekeeping Seal of Approval for movies.

That is, if the Joe Six-Packs across the country respond in kind.

 
Daniel Battsek, Mark Herman, David Thewlis, and Heartland's Jeff Sparks at Heartland Film Fest.  Photo by Steve Ramos.