Andreas Olavarria is president and CEO of Level 33 Entertainment, a worldwide film sales and distribution company he founded in 2010. Level 33 distributes and sells content across all media platforms including theatrical, VOD, DVD and streaming. Olavarria has overseen the acquisition, marketing and distribution of more than 300 independent feature films. He also produces and executive produces two to four original feature films each year. Olavarria has more than 25 years of experience in the development, production and distribution of motion pictures. Prior to founding Level 33, he worked as an executive at both 20th Century Fox and The Walt Disney Studios, as well as in the world of independent film.
Media Play News asked Olavarria about the state of the independent film market and what makes a strong indie feature.
MPN: Tell us a little about your history in the business.
Olavarria: My first job after graduating college was working in production at Hollywood Pictures at the Walt Disney Studios. I moved into post-production, development and eventually home entertainment, learning a lot about the life cycle of movies at a major studio. After producing several independent films, I went on to work at 20th Century Fox Home Entertainment and eventually started Level 33 Entertainment as an independent distribution solution for indie films/filmmakers.
MPN: How has the independent film marketplace changed over the years?
Olavarria: Advances in technology and audience viewing habits have brought about enormous change for the independent film marketplace. When I started in the business, independent films had to have a theatrical release to reach an audience. Not so any more. Movies can find an audience on VOD platforms without ever being seen on a big screen. The pandemic further accelerated the proliferation of “on demand” viewing from anywhere and it is certainly much more challenging to have consistent commercial success in cinemas these days.
MPN: What is Level 33’s acquisition philosophy/process?
Olavarria: We like to say we are “genre agnostic” and are open to a range of different genres and types of feature films. That said, we always look for movies that can connect with a particular target audience. In addition to strong visual storytelling, performances, themes, etc., it is important for us to see a direct line between the film and an intended audience segment.
MPN: What makes a strong independent film?
Olavarria: I would say a film that successfully connects with its intended audience. We really appreciate movies that take some risks and provide fresh elements in telling a story, even if belonging to a well known genre. Originality and creativity are very important but at the end of the day, a comedy has to be funny, a horror movie should be scary, a thriller should have you on the edge of your seat, etc.
MPN: What genres are doing best in the marketplace right now?
Olavarria: For us, action, horror, thriller, rom-coms and animation for kids/families are the main focus right now. And of course, any strong name actors or known elements in the above genres will only help with marketing and promotion.
MPN: What part do conferences and festivals such as AFM play in independent film today?
Olavarria: They remain important gathering places for industry professionals to meet, discuss the state of the business, learn about rising trends, and discover new content.
MPN: What’s your advice for independent filmmakers?
Olavarria: Before you shoot a frame of your movie, think about how you are going to market your film when it is complete. What does your poster/key art look like? What key moments from the film will your trailer include? These questions can help you zero in on your target audience and the kind of story you want to tell.
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