The Power of Viral Marketing

As an independent filmmaker, resources have to be watched much more closely than if you were part of the Hollywood Studio system. They still have budgets and accountants but an independent filmmaker often has to stretch the dollar further.

The result is often that there is little or no money left for marketing once the film is made. How do you create awareness on a little or no budget?

For us, viral marketing has been incredibly powerful to spreading the word. For example on the social networking site Facebook, we used an application called RapOuts that yielded over 92,000 (!!!) trailer views through that tool alone. This week we had our 10,000th person sign up to be an active supporter and just under half of them pledged to share the film with at least 2 colleagues and friends. It is this kind of grassroots support that has helped spread the film beyond its niche and to spread it around the world.

In a brief few months, we have had website hits from almost every single country - countries where there are no Muslims or sizable portions of them. DVD orders have come from every continent (except Antarctica, maybe they are weary of the postal system there ;) ). And people of all faiths, from all over, have written to us expressing their thoughts and gratitude with the film.

So I guess this post is really a thank you one to the many of you out there who have been such great supporters, who continue to be so supportive, spreading the word and championing the cause to reflect Islam in a fair and balanced light.

Lets not get too sentimental as there is still much work to be done but...

THANK YOU.



RapOuts: http://www.rapouts.com
Aga Khan Film Facebook application
Website: http://www.agakhanfilm.org

Pictures from A Second Harvard Screening

Dr. William Graham, (left) Dean of Harvard's Divinity School, a specialist of Islamic Studies and just a brilliant man all around! Right, Shamir, producer of AN ISLAMIC CONSCIENCE

Dean Graham and Shamir fielding questions from the audience.

Shamir giving the introduction to the film

Shamir answering last minutes tech questions (mics, volume, etc)

Photos by Matt Hotham, Harvard Divinity School

Pictures: LA Screening

Dr. Hussein and Dr. Michon

Shamir Allibhai

Dean Torjesen and Shamir Allibhai (L to R)

Photos courtesy of Nina and Gafoor Jaffer

Claremont Graduate University's Screening

I have to say it was really fun and interesting to be at the LA Screening of the film. President Robert Klitgaard and Dean Karen Torjesen of the Theological School gave warm introductions and after the film, there was a lively discussion.

From my last post I was wondering whether people in California had a different perspective on Islam and its relationship to the West but I did not get a definite answer to this as the audience was probably a self-selecting group. Those who are interested in Islam and/or the Aga Khan and the Ismailis came to see the film and for that reason they tended to have a good base of knowledge on the subject already.

Next time I will discourage weekend screening as I dont think they work too well at universities if one is aiming to get a packed and diverse audience. Claremont Graduate University had reserved approximately half the seats for students but as it was a Saturday (and a beautiful day), only some of them showed up. It is tough to get students to come to school on a weekday let alone on a weekend! But I did gather useful feedback from many who came, and it is interesting how this film has appealed to people across all age groups. Brief snippets of feedback, this is from a parent:

"I think every Ismaili must see this film as it can be used as a great tool to articulate and express some aspects of our faith. Specially our Ismaili youths here in USA really needed this. I will definitely recommend it to all I know."

From a young adult:
"While it may not have been said enough, you must be congratulated for the massive efforts you have made to start what I hope is a healthy debate and dialogue on Ismaili and wider Muslim identity and relations. "

A student:
"I think that the film is a very appropriate introduction to the uninformed about Ismailism, and positive Islamic values that are fundamentally held by a large number of Muslims, but which are swept under the rug by mainstream media."

Overall, it seems many people are concerned about the Muslim - non-Muslim world divide and trying to "figure it out." I am hopeful with the energy people have to wanting to learn more. One question that has come up before is: how do we get this film to the wider world? I said I am trying to get the film onto television in places such as America but without a secured broadcaster yet, it will be through the screenings people host and through bringing their friends and colleagues to them. With the DVD's, I hope people invite their workmates, classmates, and everybody else to view it with them in their homes. And have a discussion afterwards. This film is but a perspective showing but a side of Islam. How does the film touch on the bigger issues facing our world? What can each of us do to help play a role in solving the 'clash of ignorance'? Or you may disagree altogether and that there is a clash of another sort. Whatever the case: constructive dialogue is good.

I am here

And very excited. (Partly because of the wonderful California weather, it was cold, raining and snowing in Boston when I left!)

Thank you to Claremont university for organizing and to all those who put in countless hours.

There is a much more laid back culture here than on the east coast - I wonder how, if at all, that has affected people's understanding of Islam or search for knowledge of it. Or their proximity to Hollywood and its big blockbuster films - how will they view an independent documentary differently than other parts of the USA which don't have a film industry?

Updates after the film...

Claremont Graduate University Screening in LA: Press Release

Office of University Communications

FOR IMMEDIATE RELEASE: February 4, 2008
CONTACT: Nikolaos Johnson, Assistant Director, Media Relations, 909-621-8396
Islamic Documentary Comes to Claremont for West-Coast Debut

At a time when the divides between the Muslim and non-Muslim worlds seems to be getting worse, not better, the first west-coast viewing of “An Islamic Conscience: The Aga Khan and the Ismailis,” will take place on Saturday, February 9 at the Claremont School of Theology. The 3 pm movie will be followed by a panel discussion involving Claremont Graduate University’s School of Religion: Dr. Hamid Mavani and Dean Karen Torjesen.
The film—produced by Shamir Allibhai—tells the story of the Aga Khan. Born into a world of wealth and privilege, he devotes his life to eliminating poverty and inequality. A religious leader who traces his ancestry back to the Prophet Muhammad, he struggles to balance the traditional with the modern.
The Aga Khan is the spiritual leader of Ismaili Muslims, a Shi’ite sect with 15 million followers around the world. At a time when Islam is at odds with itself and with the West, the Aga Khan represents a voice of moderation, speaking out for pluralism and diversity, and promoting dialogue between civilizations.
The film features a rare interview with the Aga Khan, along with seldom-seen archival footage and commentary from political scholars. Founder of the largest private development agency, the Aga Khan calls the current divide a clash of ignorance – not a clash of civilizations or even a clash of religions. What does he have to say about this post 9-11 world?
Claremont’s involvement is fitting, considering the School of Religion’s mission to stress tolerance and pluralism.
“The point is to focus on a common humanity - for Muslims and non-Muslims alike,” Allibhai said. “This side of Islam hasn’t been shown accurately and fairly. Most Muslims are peaceful, don’t speak Arabic and live outside the Middle East—in places like Asia and Africa.”
The film was written and also produced by Bill Cran, a multiple Emmy-award winner. The event begins at 3 pm, Feb 9, 2008 at the Claremont School of Theology’s Mudd Theater
For more information, visit www.agakhanfilm.org.

Jagels Building 165 E. Tenth Street Claremont, California 91711-6186
Tel: 909.621-8396 Fax: 909.621.8029

DVD SHIPMENT DATE:

We have an expected completion date from the manufacturer - February 6th! At which time we will be receiving the DVD packages and shipping them out to customers ASAP. The manufacturing has taken a few weeks longer than regular DVD sets because the packaging is quite unique (and we are especially excited about the Collector's Edition package!) Many thanks for your patience...

Los Angeles: the city of dreams

We are headed to California for a screening (and better weather!)

Claremont University has invited us for a screening of the film AN ISLAMIC CONSCIENCE!

CALIFORNIA PREMIERE
Feb 9, 2008 – 3:00PM - Claremont, CA
**Organized & Hosted by the School of Religion at Claremont Graduate University and Claremont School of Theology**
Open to the public; tickets: $10 per
Order tickets by emailing: agakhanfilm@gmail.com
*There are limited seats available. (less than 300 available)*
Ticket organization by Claremont University; ticket fee goes to Claremont University to cover their costs.
Mudd Theater at Claremont School of Theology
1325 College Ave, Claremont, CA 91711

Join our Facebook event page: http://www.facebook.com/event.php?eid=11840510249

London Premiere!

The theatre where we played the film - long after everyone has left.

It's Official! Shamir pointing to the big film poster for the London premiere after the event! He still can't believe it all happened!

Dr. Asani (left) passionately detailing the broader context of the film.

One of the very rare photos of camera-shy Jane Chablani, co-Director of the film.

When you are a filmmaker, you hope you just engage with 1 person. At the screenings on Sunday, it felt we had engaged with many more than that. It was such a great turnout and it seemed everything went smoothly. The film was followed with a panel discussion on religious pluralism both times and we got some wonderful questions from the audience. Above are some of the pictures from the event. Trevor Hall CBE was the moderator and the first panel included Dr. Ali Asani, Jane Chablani (co-director), Raficq Abdulla, and I. The panel after the second screening substituted Dr. Abdou Filali-Ansary for Raficq, with the rest of the members the same. (The substitute

It was so nice to bring back the film to London and to see many of those who were there at the conception stage attend. I also feel optimistic that there is a place for "good" films. There is many in broadcast who like to cover edge and negativity in Islam but it is not representative of the truth of this religion. In the documentary-making world, we use words like "fair" and "balanced" - this surely must apply to what broadcasters play and the impressions they give to their audiences.

Nevertheless, the screenings should go on. I think the film distribution now needs to move to the next stage where people who believe in the cause, champion the film and host screenings such as at universities... The messages need to get out!
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Thank you to those that worked behind the scenes to pull it off and thank you to those who attended.

BIOS:
Trevor Hall CBE (Moderator) was the former Race Equality Adviser to the Home Office's Permanent Secretary of State as well as a member of the Department of Constitutional Affairs Management Board serving as a non executive director. He was the founding chair of THE NETWORK for the Black and Ethnic Minority staff in the Home Office, vice chairman of the Ethnic Minorities Advisory Committee, Judicial Studies Board and chairman of the Commonwealth Youth Exchange Council. In addition, he has also contributed to development of race and diversity training for the police. Trevor’s current posts include principal equality and diversity consultant to TMP Worldwide, managing director at Ridleyhall Consultancy as well as executive vice-chair of the Windsor Fellowship. In 1997 he was awarded the OBE for his services to race relations. On retiring in 2002 as a senior civil servant, he was awarded the CBE.

Dr Abdou Filali-Ansary is Director of the Institute for the Study of Muslim Civilisations at Aga Khan University. He previously served as founding director of the King Abdul Aziz Foundation for Islamic Studies and Human Sciences in Casablanca, Morocco and as secretary-general of the Mohammed V University in Rabat. He has contributed to the academic discourse on Islam and modernity and on democratisation and civil society in the Middle East and has written books and articles on Islam's reformist traditions, including Is Islam Hostile to Secularism?; Reforming Islam? An Introduction to Contemporary Debates as well as a translation into French of Ali Abdel-Raziq's landmark book Islam and the Foundations of Political Power. In 1993 he co-founded the bilingual Arabic-French journal Prologues: revue maghrébine du livre and served as its editor until 2005.

Shamir Allibhai is the producer for the documentary An Islamic Conscience: the Aga Khan and the Ismailis. In 2005, he co-founded and was the commercial director of the Channel 4 British Documentary Film Foundation. Shamir was also instrumental in launching BRITDOC, the U.K.’s first documentary feature film festival in July 2006 in Oxford. Shamir is currently a candidate for a Master’s of Theological Studies in Islamic Studies in 2009 from Harvard Divinity School, Harvard University.

Dr Ali Asani is currently Professor of the Practice of Indo-Muslim Languages and Culture at Harvard University. After completing his high school education in Kenya, he attended Harvard College, with a concentration in the Comparative Study of Religion, graduating summa cum laude in 1977. He continued his graduate work at Harvard in the Department of Near Eastern Languages and Civilizations, receiving his Ph.D. in 1984. Professor Asani holds a joint appointment between NELC and the study of Religion. He also serves on the faculty of the Department of Sanskrit and Indian Studies.

Jane Chablani is a Director of the documentary An Islamic Conscience: The Aga Khan and the Ismailis. Before this film, she directed the 90 minute feature documentary Stealing Klimt. A 60 minute version of this film was aired on the BBC in 2007. Jane has worked with the likes of National Geographic and Discovery Channel.

Raficq Abdulla MBE is a barrister, as well as a writer, public speaker, and a broadcaster. He was formerly the University Secretary and legal adviser to Kingston University, where he presently serves as Visiting Fellow. His publications include Words of Paradise, a new collection of interpretations of the poetry of Jalaluddin Rumi (1207-1273) and a new interpretation of The Conference of the Birds by Farid al-Din Attar (1142-1220). Over the past 15 years, Raficq has written and presented a large number of programmes on Islam for BBC World Service radio, including The Four Caliphs and a series on the life of The Prophet Muhammad. He has written screenplays for Channel 4, including the award-winning films Blood of Hussein. In 1999, he was awarded an MBE for his interfaith work among Muslims, Jews, and Christians. In November 2007, he gave the second lecture in the ‘Contemporary Islams and Muslims' series: Rumi to Adonis: The Conference of the Bards at the Institute of Ismaili Studies. This will be published by the Institute of Ismaili Studies in 2008.

London

The film is back in the country where it started, the UK! And though I landed in a down pour, it felt good to be back in London.

1 day to go to the screening. It was sold out in just 4 days on Thursday!

This is just a quick update, lots of odds and ends still to do.

Update tomorrow...

The Numbers Are In!!!

No, we are not talking about New Hampshire....

The Aga Khan: a Voice of Reason documentary shown on VisionTV this past weekend did really really well!

The documentary had the HIGHEST audience figures out of any of the other documentaries in the Inspirational Leaders Series. Also for a one-off documentary, the ratings were well-above the average.

Friday and Saturday prime times: average audience size 30,000 per showing (sub-total: 60,000)
Friday midnight: 23, 000
Total average: 83,000 households tuned in.

Maybe 2 or 3 people watched the documentary together in a household (Shamir's estimates): 150,000 - 250,000 watched the documentary! WOW! Considering Canada's relatively small population size and you needed cable to access the channel, this is FANTASTIC!!!

Thank you to all those who spread the word!

European Premiere - January 13

Taking the film back to where it got started: London, UK.

It will be nice to come back to London and have a screening with the friends, supporters, and colleagues who were part of the project.

See you soon!