The Light in the Piazza

PUFF brings independent movies to Schmidts' (very) big screen.

by Molly Eichel

John L. Langsford III

[ flickering hope ]

The Piazza at Schmidts is about to become, of all things, an arthouse cinema.

Every Friday starting this week, the minds behind the Philadelphia Underground Film Forum (PUFF) will take over the Piazza's massive screen to program something of a free summer-long film festival, beginning with Slamdance Film Festival audience award-winner Mind of the Demon: The Larry Linkogle Story (April 2) and Tom DiCillo's Johnny Depp-narrated Doors doc When You're Strange (April 9).

To PUFF director of programming Josh Goldbloom, it's all about building community within Philadelphia. "It's a constant," he says. "Philadelphia is great as far as filmmaking goes, but I don't see a constant. What's happening year-round?"

Goldbloom was, in part, inspired by the film community in his former home of Austin, Texas, where places like the Alamo Drafthouse show first-run and repertory films. "I thought, 'Jeez, we can do this here in Philadelphia,'" says Goldbloom. "How can we put this city back on the map? When distributors roll out a film in different cities, we want to be on that list."

But it's not just movies. PUFF screenings will also host live music, courtesy of local mainstay Chuck Treece, who'll bring together musicians to provide tunes before the movie starts. Or, as Treece puts it, to "warm the Piazza up."

Philly is filled with outdoor screening series during the summer, like NoLibs' Lawnchair Drive-In and the Schuylkill River Development Corp.'s regular movie nights. But those schedules are populated by fun-for-the-whole-family films like Indiana Jones and The Goonies. Rarely do new movies get the same treatment.

PUFF, which is affiliated with the Philadelphia Underground Film Festival, will deal only with very new, very independent fare, the kinds of movies the Ritzes don't have room for, like Eve's Necklace (April 16) — a movie whose only actors are mannequins. It's part of a wider movement in the indie film community to bring movies to audiences via wholly new channels of distribution, like video on demand and nontraditional screening venues, essentially sidestepping the traditional Hollywood machine.

It's happened in Philly before: Distributor Abramarama — also working with PUFF — brought rock doc Anvil!: The Story of Anvil! to the Trocadero before it hit the Ritz. Playing concert venues helped generate enough buzz for a successful theatrical run.

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While Goldbloom's goal is to create community, filmmakers see it more basically: a chance to screen their movies for more people. Mind of the Demon is a profile of freestyle motocross originator Linkogle, but director Adam Barker, who has filmed motocross since 1997, wanted it to get exposure beyond the sport's fans. "We wanted to look at [Mind of the Demon] as a personality piece more than a motocross piece. We wanted a wider audience," says Barker, who took Demon through the festival circuit, where more than just the regulars would get a chance to see it. But then what?

Unlike most documentaries, Barker's film was actually picked up for distribution by Shoreline Entertainment, but he's aware of the economic realities. "Documentaries don't really do too well. There's very few that make it to the theater. If they do make it, it's arthouse in the big cities," says Barker, unsure about a roll-out for Demon. "You're lucky you get any kind of theatrical distribution."

Barker hopes that screenings like PUFF will create word-of-mouth for the DVD release or for his future projects. "These one-offs are great for us," says Barker. "Shit, we'll do as many as come our way."

DiCillo's doc faces the same treatment. It's not like DiCillo doesn't have the pedigree: His name is familiar to indie film fans for titles like 1995's Living in Oblivion, and When You're Strange received raves at the 2009 Sundance Film Festival for showing unseen footage of the Lizard King and his compatriots practicing and performing. But when cities for a theatrical release were announced, Philly wasn't one of them. Thanks to PUFF, it's getting a chance on our big screen.

Goldbloom and his PUFF colleagues screened similarly minded indie films at Media Bureau. Looking to up their presence in the city, they brought the idea to Tower Investments president Bart Blatstein and director of special events Lauren Gagnon this past winter. "To us, the Piazza was go big or go home," says Goldbloom.

To cover distribution fees, each screening will be sponsored; there will be a VIP section; and post-screening parties will be held in and around the Piazza. Vendors will also set up to sell wares. To up the must-factor, directors are encouraged to attend screenings; Barker and DiCillo have already RSVP'd.

"We're just a bunch of guys who want to see something happen," says Goldbloom. "We want Philly to see it all."

(molly.eichel@citypaper.net)

Philadelphia Underground Film Forum screenings Fridays, 5-10 p.m., free, Piazza at Schmidts, 1050 N. Hancock St., philadelphiaindependentfilmfestival.com.

To reserve a vending table or inquire about playing music, e-mail Chuck Treece at chucktreece37@hotmail.com.