The resurgence of rental revenue as a major component to a dvd's bottom line is a great opportunity for independent filmmakers. The demands of rental have always been much more "mainstream" than those of the fast disappearing sell thru market. The most profitable titles have always been genre based; Thrillers, Heist Films, Action, etc. In short,good old American "B" movies. Back in the 1980's and early 1990's, an entire industry grew up around the production of these films. They were most easily identified as straight to video/foreign sales vehicles. Many were dreadful, but quite a few were extremely well crafted, tightly written productions done for very little money. A few became classics;BLOOD SIMPLE, KING OF NEW YORK, MAD MAX, while others remain guilty pleasures: POLYESTER, FRIDAY THE 13th, DEATH RACE 2000.

The advent of dvd and the subsequent explosion of sell thru revenue that came with it made it easier for smaller, more introspective films to make money too. This was a great thing for American independents, but it also created a safety net of sorts for a lot of mediocre, navel gazing drama.

Now with most of the retail that supported these films bankrupt or barely hanging on, they are finding it pretty much impossible to recoup their investments. Even near perfect dramas with recognizable actors are having a hard time in the current climate.

But a good thriller with a crazed neighbor? Well, rental buyers are all ears for that. There is a grand tradition of American "B" movies that stretches back to the 1950s. These films took basic genre formulas and made them new, investing them with insight, personality and energy. A great script was an absolute necessity. So was a well directed cast of believable actors. Production values were seldom more than acceptable. And yet these films still are shown and studied today.

With production being cut back across the board, there is clearly a decent market for well done genre. It's not easy to craft this kind of film but independents used to do it all the time. Can we adjust once again and reclaim the tradition of engaging storytelling that once made American films the envy of the world? The jury is still out on this point but one thing is clear; Navel gazers need not apply.

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