Joe Applebaum and Stu Maddux are independent documentary filmmakers that have found their target audiences and launched partnerships at an impressive scale, and more than once. They have curated a portfolio of films that addresses loneliness as a critical public health issue and aims to spark change in the way we help people overcome it. Keith has been advising them for several years and has had a front row seat to their incredible success.
Focusing on their target audiences
Although their work spans multiple genres, Joe and Stu found their niche in creating documentaries that center around mental health and loneliness. Released in 2010, GEN SILENT is a critically acclaimed documentary that spotlights the harrowing experiences of LGBTQ elders who, having once led the charge for equality, now face a care system that drives them back into the closet due to rampant prejudice. While distributing GEN SILENT Joe and Stu started building a community of support with companies and government agencies focused on providing adult care services.
By researching these agencies' operational and funding cycles, they were able to maximize their potential partnerships, customizing their proposals to align with organizational needs and fiscal capacities.
For filmmaker after filmmaker, we've seen that what separates success from falling short is understanding who your films target audiences are. Knowing your audience allows you to tailor your pitch and partnerships to meet their needs and budgets–whether it’s screening licenses, licenses for footage, live events, & underwriting opportunities.
Building meaningful partnerships
For their next film, ALL THE LONELY PEOPLE, they focused on why the number of people suffering from chronic loneliness and isolation is skyrocketing each year. The film discovers answers and growing solutions and shares solutions from people from different walks of life who offer intimate access to their struggles to overcome their own crippling loneliness and isolation.
By leveraging their pre-established network and then broadening their outreach beyond the LGBTQ community, they significantly increased awareness, impact, and revenue. The film team also re-edited GEN SILENT to include a trailer for ALL THE LONELY PEOPLE to cultivate interest in their newest doc and emphasize the universal impact of loneliness.
Before picture lock, they raised over $350,000 and then raised another several hundred thousand after the film was complete from insurance companies, county and state government agencies, senior living and aging organizations, the medical community, and more. By partnering with local senior centers, they also brought screenings to universities to bridge generational audiences. And, after months of polite persistence, has begun discussions with the U.S. Surgeon General's Office on partnering with the film.
"The big thing that I will say over and over again is: you have to have patience.” - Joe Applebaum
Raising over $1 million
Continuing on their trajectory of success, HEROES OF ADULT PROTECTION is their latest project, merging storytelling with activism to foster societal and policy change. The documentary series and full-length film highlight the resilience of adult abuse victims and the numerous individuals dedicated to their protection.
They are still in production but have already raised over $950,000 and aim to raise more to fund their production and social impact campaign. Building on their previous success and relationships within their target audiences, they’ve built powerful partnerships that continue to grow and deepen. These alliances not only support the overarching impact work they are committed to but also help them raise critical awareness for their film and generate significant revenue–twice now before they even finish their films!
One of their most important strategies was prioritizing the conference circuit over the festival circuit. These conferences were invaluable as they increased exposure for their films and networking with potential partners across the country. They developed a presentation that was informative, interactive, and empathetic - in short, they were extremely successful at connecting with their audience and that led to increased funding.
More of their secrets
Joe and Stu’s success is a reminder that the intersection of understanding your audience, creating compelling content, and prioritizing strategic partnerships can maximize both awareness and revenues. Thankfully, Stu and Joe believe in transparency among independent filmmakers and are committed to being open about their methods and their revenues. Want to hear more about their success? Watch previous conversations with the filmmakers on their cutting edge fundraising and how they hired a teammate to help.
