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FUEL, Indie Marketed Documentary with Grassroots Support

By Carolyn Allen, Editor

Grassroots support can be very effective in marketing indie documentaries. The serious topic appeals to its own advocacy community, and these enthusiasts will send notes such as the following to their list of contacts. Producers can encourage their friends and contacts to mail such a personal note and film description to their social media lists (Linked In, Facebook, Twitter, MySpace, etc), and to their personal list of club memberships, etc.

Hi all,

I went to see the move FUEL tonight at the insistence of the SRC Assistant, Luchino Castagno, who has been working to promote the film. I thought it was a fantastic movie, and did a great job of analyzing and communicating our relationship with energy, where it has left us, and how to work towards a sustainable future. It presents issues with the past and solutions - sort of an Inconvenient Truth about oil with a focus on solutions. The producers are hoping that 2500 people will see the film this weekend in Santa Monica at the AMC on the Third Street Promenade and Broadway (was the cineplex odeon). If that many see the movie, it will continue into a fourth week and hopefully get wider distribution. I urge you to go this weekend. The email below from Luchino has more details about the film and the screenings.


Follow the personal note (including names) with a detailed and "uplifting" description of the film's importance and appeal.

Fuel has been amazing audiences all over southern California, and if you haven't seen it yet, catch it while its still in theaters. With an amazing soundtrack, a great cast of experts and celebrities, FUEL has captured the focus of everyone who sees it. It received the audience award for best documentary at the Sundance Film Festival. The movie depicts our current energy crisis with respects to oil, and all its pitfalls, economic, ecological, and social. On the flipside, the film offers multiple solutions that are practical and are currently being worked on. Where some documentaries might leave you informed yet depressed, FUEL leaves you highly informed, highly impressed, as well as very hopeful and inspired!

Although the release of this film has been extended multiple times in Santa Monica, they still need people to get out into the theaters to see it. The way national distribution works, more theaters will open it up and theaters will extend the release based on demand. This movie has the possibility of creating a big impact on the average American in terms of making choices to be more sustainable in how we live. The movie has inspired some people to buy dozens of tickets to hand out to strangers, or even to come back to see it again taking their friends.

The film is playing in Beverly Hills, Santa Monica, and Irvine. Peter Fonda will be hosting the 7pm screening in Santa Monica this Saturday, February 28th. Check the website for other show times and to see the trailer - Tickets for the Saturday screenings are selling out fast, so buy your tickets on fandango now so you don't miss out!

If you are interested in helping out with promotion, you can contact . Or forward this message out to your friends. Or you can signup for the street teams at .

AND don't forget relevant website pages... schedules, how to volunteer, testamonials, and the trailer!

Self-distribution take a lot of work, but then, ANY distribution takes a lot of work! Marketing is changing -- and even traditional, established marketing agencies are resorting to grassroots strategies because they work...and some of the traditional outlets such as newspaper coverage just isn't working as well in today's Internet-age of marketing.

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