Robert Greenwald stirred the pot with his call to ordinary citizens to help him with his movie about Wal-Mart by not just contributing content but also by acting as mini-distributors.

(here's my earlier posting.)

In this AlterNet article, he explains his approach:

I was pleased to read the vigorous exchange set off by AlterNet's recent story about Wal-Mart and the film I am making. I wanted to weigh in with some observations.

I am in complete agreement with those who say a film will not change Wal-Mart. It won't: You will change Wal-Mart.

Let me explain. We at Brave New Films have consciously chosen a different model to make and distribute films, in order to create change, not just movies. If you go to our website, you will find, six months in advance of the film's release, a list of groups, churchs, students, teachers, ministers, etc., that we have enlisted to act as a kind of Warner Bros. Studios for the movie.

We are avoiding the traditional (and most financially lucrative) path of releasing the movie in theaters, charging $10, releasing to cable and finally to DVD. Instead, we are committed to having you be the ones who get the movie into your home, your school, your work place, your synagogue and interacting with those you invite.

Let's face it: how many of us are willing to pay $10 to see a documentary we may not agree with? Not many. But, if a friend, family member, colleague, church member, teacher, invites us to see a film, for free, in the company of others, that's a big difference -- and an important way we can move beyond the proverbial "preaching to the choir" syndrome.

I await the outcome of Mr. Greenwald's experiment with interest.

Part of the problem with the regular model of distribution is if there isn't a perception of an audience, it's a tough sell.

Another part is some distributors or producers are loathe to take on a deep-pocketed, humourless target like Wal-Mart.

But this sort of grassroots distribution model might get independent filmmakers and journos around that.

If that happens, it will be a very good thing.