Producing with a Global Mindset: Key Insights for Independent Filmmakers
In an increasingly interconnected film industry, thinking globally while maintaining authentic storytelling has become essential for independent filmmakers. A recent Focus panel brought together industry leaders – Farah Abushwesha (MD), producer Rachel Dargavel, director/producer Claire Brolan, and Ameenah Ayub Allen from the Producers Forum – to discuss the challenges and opportunities of producing with a global mindset.
Their insights reveal a changing landscape where authentic stories can find worldwide audiences, but success requires understanding both creative and business realities.
The Power of Specific, Universal Stories
One of the panel’s most compelling insights came from Farah Abushwesha’s work with Dreaming Whilst Black, which evolved from a web series to a show picked up by A24 and Showtime. The key to its success? Finding universal themes within specific experiences.
When you can find these core stories… really pursue those truthful things that you think, “oh, only me and my five mates know about this,” Abushwesha explained. When you do that you bring us in. You’re inviting the rest of us to see what’s resonant.”
The show’s success came from depicting experiences like workplace microaggressions – a scene where the protagonist opens his packed lunch to curious stares resonated globally, garnering 40 million views on Facebook with comments from diverse communities recognising their own experiences.
Rachel Dargavel echoed this approach with My Father’s Shadow, which became the first Nigerian film to win at Cannes Un Certain Regard. The film succeeded by tapping into universal themes of grief, love, and masculinity while maintaining its authentic Nigerian setting.
Building Strategic Partnerships Early
The panel emphasised that modern independent filmmaking requires assembling partners from the beginning, not waiting until post-production to seek distribution.
Key strategies include:
Get Sales Agents and Distributors Invested Early
Easier said than done, but Dargavel stressed the importance of bringing partners in during development. “We brought people in early… we want to work with you, this is a great project. We’re happy to hear your notes. We’re happy to collaborate.” This approach created accountability – partners who invested early had to follow through with their commitment.
Think Globally from the Start
Claire Brolan highlighted how American independent films increasingly look to international markets: “You’re seeing more and more independent films of a certain price point travelling internationally, which I think is really fascinating. And it’s opened up the doors for American producers to really start thinking about what international co-productions look like.”
Navigating the Financial Realities
The panel didn’t shy away from discussing the hard financial truths of independent filmmaking.
The $3.5 Million Threshold
Brolan identified a critical number: “About 3 to 3.5 million dollars is when you start really looking for tax-incentivised markets to shoot your film.” Above this budget, productions often need to leave their intended locations to find financial incentives.
Start Small, Build Trust
“If you think your first feature is 2.5 million, it’s probably not. Maybe your first feature needs to be $500,000. Maybe your first feature needs to be $200,000,” Brolan advised.
This approach allows filmmakers to prove themselves without burning investor relationships, building a track record for future, larger projects.
Finding the Right Investors
Not all money is equal in filmmaking. The panel emphasised finding investors whose success metrics align with your project.
“You might have a film that transparently you look at the comps and you’re like, ‘This might not perform at box office,'” Brolan explained. “You need to find the investor who’s going to look at this from the perspective of art, cultural diplomacy… For them, the success metrics is not going to be about the ROI and the box office.”
The Changing Distribution Landscape
The panel acknowledged the challenges of traditional distribution but also highlighted new opportunities:
- New channels are emerging for filmmakers to reach audiences directly
- Festival acclaim, while not guaranteeing box office success, provides critical validation
- Building audiences through platforms like YouTube can prove concept viability
- Grassroots marketing efforts remain essential for independent films
Practical Takeaways for Filmmakers
1. Embrace Your Specificity
Don’t shy away from culturally specific details in pursuit of broad appeal. The panel’s examples show that authentic, specific moments often resonate most widely.
2. Build Your Team Before You Need Them
Start conversations with sales agents, distributors, and co-production partners during development, not after completion.
3. Be Realistic About Budgets
Match your budget to market value. If it’s your first feature, consider starting smaller to build credibility and relationships.
4. Know Your Success Metrics
Different projects have different definitions of success. Be clear about whether you’re aiming for box office returns, critical acclaim, or cultural impact—and find partners who share those goals.
5. Consider Alternative Financing Models
The panel mentioned emerging matchmaking services like My Smash Media that connect creatives with investors, suggesting new models for funding are developing.
Looking Forward
The landscape for independent filmmaking is evolving rapidly, with new challenges but also unprecedented opportunities for stories to reach global audiences. The key message from the panel was clear: success comes from balancing authentic storytelling with strategic business thinking.
As Abushwesha noted in her closing remarks, filmmakers should “quietly get your reps in” by creating and learning, so when bigger opportunities arrive, “you’re match fit as opposed to nervous.”
The future belongs to filmmakers who can think globally while staying true to their unique voices—finding those universal human experiences within their specific stories that make audiences say, “That’s exactly like us.”
This article was compiled from the Focus panel discussion “Producing with a Global Mindset” featuring Farah Abushwesha, Claire Brolan, Rachel Dargavel, and Ameenah Ayub Allen.
Editor in Chief of Ikon London Magazine, journalist, film producer and founder of The DAFTA Film Awards (The DAFTAs).
