One of the curveball sessions I’m most looking forward to at next week’s CM Summit is with filmmaker Tiffany Shlain, whose recent documentary features “Connected” was selected for inclusion at Sundance (and many other prestigious festivals.) Today I jumped on the phone with Shlain, who has been a fellow traveler since the days when I started The Industry Standard and she founded The Webbys. We’ve both moved on from those heady days, but find our work is once again interconnecting – “Connected” is an essentially optimistic but cautious story of Tiffany’s own life, work, and passions, in particular as it relates to her relationship with her father, a renown physician and author who spent much of his life searching for patterns in human behavior which transcended traditional boundaries of academic pursuit.
In short, the film is a call for all of us to move past our current frame of thinking, and to leverage the moment we are in to embrace a new philosophy – that of interdependence. The axis of this movement is the Internet, Shlain argues, and we have it within our grasp to leverage digital networks to solve the extraordinary problems we’ve collectively created through, well, collective creation.
Shlain was in a good mood as we began our conversation – she had recently learned her film had been picked up for national theatrical distribution in the Fall. That’s a big deal for a committed independent filmmaker, to be certain, but it’s also something of a quandry – theatrical distribution is “how films are normally done” and Shlain has plenty of unique ideas about how to get her work out into the world.
We’ll be talking about some of those ideas, which range from using Facebook to drive local screenings, to a mobile app specifically for the film, to continuing the film as a conversation across the web through the creation of three-minute “follow-up” films, the first of which will be crowdsourced through YouTube.
As I asked earlier about Bill Nguyen, why have Shlain at a digital marketing conference? Well, “Connected” is certainly about the impact of the Internet on our lives. But also because, as Tiffany says in her film, “emotional connection drives everything we do.” Marketers need to be reminded of this from time to time, in particular in the context of the constant, real time connections for which all brands are now the stewards. It struck me as somehow appropriate to have an artist grace our stage, and I’m thrilled Tiffany has agreed to join us.
The CM Summit is just one week away….so register today before we sell out.
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