We Are Parable, the UK-based organisation that celebrates Black cinema from around the world, is expanding into distribution, looking to acquire films for UK and international release.
The organisation, which celebrates its 10th anniversary this week with a four-day event at Brixton House in London, will begin by acquiring films for UK release.
It will then look to release films in territories where it has pre-existing relationships. It has recently worked with the British Council in Jamaica to create cultural exchanges between emerging Black British filmmakers and their Jamaican counterparts; and held a similar event in Kenya with east African filmmakers.
We Are Parable founders Anthony Andrews and Teanne Andrews have been attending major film markets including the Toronto International Film Festival over the past year to work on their distribution strategy.
Across its first decade, We Are Parable has hosted sold-out screenings including the first public UK screening of Black Panther in 2018, a ‘Spike Is 60’ festival in 2017 with Spike Lee in attendance, and a preview of Oscar-nominated Glass Onion: A Knives Out Mystery attended by actor Janelle Monae.
“We’ve been able to gain incredible insight into our audiences such as their preferred genre and behaviours around booking tickets,” said Anthony. “The innate trust [their audience] have in our curatorial voice; they know that even if they haven’t heard of a film we’re showing – if we’re showing it, there’s a good chance it will be something they like or will be curious in.”
“We believe there are films out there we can position effectively to our base and achieve significant cut-through.”
The duo will be looking to acquire both festival titles and more commercial fare that doesn’t require a festival launch. “We’d like to work on films that have a unique, singular voice, one that either celebrates or holds a mirror up to Black culture, whilst simultaneously challenging audiences,” said Teanne. “Ideally, we’d want to work with first- or second-time filmmakers, but at this initial stage we don’t want to be overly prescriptive. If it’s a story that moves us, we’ll always be interested in it.”
Replicating the spirit of their previous events will be key to their distribution work. “The one thing our audience tell us they value the most is our commitment to creating culturally relevant, unique and memorable experiences,” said Anthony. “More than ever, people need a reason to come to a venue and watch a film.”
“We believe that by doubling down on what we know and engaging audiences with additional value - whether it’s in person activity or pre-recorded content - we will enable them to make an emotional connection, encouraging them to authentically amplify its awareness amongst their social networks,” added Teanne.
Experience Over Everything
We Are Parable is celebrating its 10th anniversary with Experience Over Everything, a four-day industry event of screenings, talks, performances, networking sessions and previews.
The event will begin with an ‘Industry evening’ on Thursday, March 30, with keynote presentation by BFI CEO Ben Roberts; with ‘Momentum Day’ on Friday, highlighting the work of Black British filmmakers who have participated in We Are Parable’s Momentum mentoring scheme, which has assisted 80 Black creatives over the past three years. Events on this day include a Q&A with the cast and creative team of Netflix’s Top Boy.
The third day, ‘International Day’, will focus on the organisation’s international reach, including projects with the Jamaica Film & Television Association; while the final day on Sunday, April 2 is ‘Experience Over Everything’, featuring surprise screenings and Q&As.
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