The Making of a DVD Hit
Two hours before In The Crease makes it debut on the big screen at the Boston Film Festival, Matt Gannon and co-director Michael Sarner have staked out the projection booth. They are terrified. The film, which chronicles a Los Angeles youth ice hockey team’s pursuit of an unlikely national championship, has been seen in thousands of living rooms across America on DVD. But it’s never been seen by a live audience. As the theater fills with local families, the anxiety in the booth builds.
Finally, the audience settles back into their seats as Gannon leans forward to watch them. Early in the movie, one of the surfers-turned-hockey-player talks about the trade-offs he’s made pursuing his dream. “I’m missing out on a lot of good make-out sessions,” he explains, “but, hey, I’m playing the sport I love.” There is a loud noise in the theater. It’s laughter. The audience is with the film-maker for sure. Gannon leans back with a sigh of relief. The audience continues to laugh and then cries and cheers when the film reaches its climax.
After working at several major studios, Gannon realized that the internet leveled the playing field for independent film-makers when it came to distribution. Technology allowed him to make his movie for very little money, literally in his own living room, and then by-pass the studios to reach viewers directly from his apartment. He never tried to sell the movie for theatrical release. He was confident he could find the audience himself.
Gannon released In The Crease (the title refers to the area in front of the net where the most vicious action occurs) exclusively via DVD on his website (www.inthecreasemovie.com) and on Amazon. He and Sarner focused all of their marketing efforts on families involved in youth sports. USA Hockey agreed to promote the movie in email blasts. In the film, Gannon included interviews with NHL stars talking about their youth hockey experiences. Their teams promoted the movie on jumbotrons across the country and in emails to their fans.
Gannon and Sarner scraped together money from family and friends to complete production and add music. Within months of the movie’s internet release, the money was returned and supporters began to make an exceptional 60% return—a rare experience for independent film investors. ITC became the number one sports DVD on Amazon and number thirty four overall. Versus (OLN) network agreed to show the movie to its seventy million household subscribers on cable television. Gross receipts reached $500,000.
“In film you try to capture moments that evoke emotional connection between your characters and the audience,” he says. “But in a documentary you are not working with actors but real people.” This leads to a unique mixture of intimacy and spontaneity in the process. “You never know where your subjects are going to lead you.” In this case it led to a black coach in a white sport, immigrant families, kids who are home schooled so they can play hockey, moms who spend hours on Southern California freeways to get their sons to practice, and to the lasting impact of one great hockey player in a town dominated by basketball and movie stars.
The story of one of the team fathers who’s an Indian immigrant is emblematic of the film’s message. Amir explains how he was forced to watch hockey late at night while waiting to see the cricket scores from back home. At first this annoyed him, but eventually he became obsessed with Wayne Gretzky as a symbol of what he loved most about his new country. When Amir and his wife had their first child, they named him Wayne and had him skating before he could walk. This Indian Wayne, now a teenager, is a star on the California Wave.
Amir evaluates his son’s play with a critical eye. He’s the clown of the team, his bushy hair in his eyes as he jokes with his teammates in the locker room. Off the ice Wayne horrifies his sisters and parents with his laziness. But on the ice he works harder than anyone. He understands the responsibility of being a first generation American named after the Great One whenever he pulls on his skates.
The relationship between Wayne and his dad Amir, as well as between other players on the team and their parents, is at the core of In The Crease. Amir pushes his son but isn’t a stereotypical sports parent. His critiques are intended to keep his talented son from getting over-confident. And when Wayne suffers a heartbreaking loss, Amir tenderly comforts him. We appreciate both father and son for their courage and the depth of their devotion to each other.
Back in Boston the live audience gives Gannon a standing ovation for shining a spotlight on the huge commitment required of entire families who excel at youth sports in 21st century America. Gannon’s portrayal of the stresses and the rewards of that commitment, along with his innovative marketing strategy, is what made In The Crease a hit before it was ever shown on the big screen.
–Tom Matlack
