This month we've cornered Jane S. Dunn and Christina Raab of the Southwest Florida Film Society, a membership not-for-profit organization dedicated to bringing the best of independent, limited release, documentary and foreign film programming to the Naples community. What began as an idea has grown into a continually expanding program of enriching cinema experiences. A look at what they've accomplished, and how they've done it may help to raise awareness of the lack of independent films being screened in our own city? Perhaps we can arrange something similar in Cape Coral or Fort Myers?

How did the SWFL film Society begin?

A group of dedicated film aficionados started SW Florida Film Society, Inc., a not for profit organization, to satisfy a need in our community for independent, documentary, and foreign language films that were rarely being shown by the existing commercial theaters.

How many members do you have, and what are their demographics?

We currently have over 400 members, and most of those are over age 40. 

Why should someone become a member of the SWFL Film Society?  What can the medium of international/independent filmmaking offer to modern Americans?

Our films are shown at the Pavilion Cinemas in North Naples .  Members receive a discount at the Pavilion on our films, and on any film shown at Pavilion Cinemas. Our organization offers year round film screenings in addition to special events, such as our "Meet the Filmmakers" program.  All our programs are open to the public.  Memberships are crucial to the continuation of our organization and the availability of these films in the Naples area. 

What can the medium of international/independent filmmaking offer to modern Americans?

Documentaries, foreign language, and limited release films make the filmgoer think or react on a deeper level, well beyond the mainstream romance/action/thriller cinematic experience.  The success of the SWFL Film Society exemplifies our movie-goers' interest in films that reach beyond the usual escapist fare.

What has been the most successful showing of the SW Florida Film Society thus far?

People in this area tend to seek intellectual stimulation and be drawn in by unique viewpoints.  One of the most well attended films was the documentary "Control Room" about Al Jazeera, the most popular news outlet in the Middle East .  Other sellouts have included the Chinese film events, and most recently, "The Wild Parrots of Telegraph Hill".

My understanding is that the SW Florida Film Society has used its membership to try and encourage local theaters to exhibit more variety with regards to the movies they choose to screen.  Have you met with any luck?  Why or why not?

We've definitely increased the appetite for independent film. We offer an alternative to the multiplex cinema experience. Our entire organization is based upon the premise that there are local residents who want to see films that aren't being screened at their local movie theaters. The SWFL Film Society has stepped up in an attempt to fill that void by offering viewing options which previously did not exist in our market. 

It appears that the chain-owned theaters take, what I like to call, a "Wal-Mart approach" to the films they schedule and show. Quantity of tickets sold will always trump the quality-of-content individual films are composed of. Most independent films don't have large advertising budgets, and rely on word-of-mouth to fill theater seats. The SWFL Film Society is part of that word-of-mouth network, trying to raise the public awareness of films which otherwise would fly below the radar of most movie-goers.

The few indie films which do achieve general release status and go on to broad commercial success are those which thrive in the small theaters and through organizations such as ours. It's a grass root phenomenon. The word-of mouth needs to get loud enough to break through the cacophony of Hollywood Blockbuster commercialization we're all subjected to on our television screens and in our newspapers on a daily basis.

The problem is that you have someone in Denver or L.A. controlling what is screened at all of the multiplexes from Florida to Maine to the west coast. These decisions are business decisions. It's the "bottom line" that matters. Artistic integrity often finds itself in the backseat when dollar bills are doing the driving.

Our success is in demonstrating that demand exists for these smaller releases. Once we turn people on to the wide array of viewing choices available to them, they tend to stick with us. This is why the SWFL Film Society is a growing organization.

Are there any interesting or new SWFL Film Society programs currently taking place?  Anything new on the horizon?

In addition to our regular programming, we have several special events lined up for early 2006.  In January is a Celebration of Chinese Cinema which we are hosting as part of the New York Times Arts and Leisure Weekend. This is a showing of three award winning Chinese films, and is part of a much larger national cinematic event taking place across 17 American cities. We are looking at a possible Latin film festival, and we also have our Meet the Filmmaker program.

One of our major long term plans is to establish our own venue to show films. A major player may eventually tie in with that goal. Sundance Corporation is looking at building theaters in select locations across the U.S. to show independent film exclusively. We welcome inquiries and participation in this effort, from donors to contractors!

For a full schedule of our upcoming events, and for information on how to become a member, please visit our website at www.swfloridafilmsociety.org .

Editor Update:  As of March 2007, the SW Florida Film Society has no permanent venue in which to show their films.  They have had unsuccessful negotiations with the Pavilion theater and other local theaters.  Theater owners are reticent to dedicate their screens, even on a small scale, to the caliber of programming these cinephiles are interested in seeing.  Another local blow to the artistic and curious among us.