@ItDonnedOnMe @rayw
I think the "social object" has validity. But hasn't it been around for a very long time as something that prompts "word of mouth?" That excitement in the film's "something" (or whatever) is still what makes it worth relating and effects us humans as we have been for eons, in the heart, gut, and mind. I don't think we'll change soon to the conversation being more exciting than that "thing" it's about, but maybe I'm wrong... Perhaps it relates to simple survival instincts, to learn or gain something that gives us an edge on surviving, getting enough to eat another day. A long, long time ago, these somethings were probably pretty exciting! (sorry for the digression)
The difference now, as opposed to before television and cell phones, seems only to be that the medium has changed from predominately face-to-face, to greater distance-crossing methods of communication. It's possible now to relate our excitement to thousands if not millions of potential people/audiences in one internet conversation to "talk" about our film. Doesn't make it any easier, and getting a distributor is tied to that mass appeal. If you're an unknown filmmaker, any distributor would like to have better metrics on your mass appeal than to take a risk based on only their estimate of your film's earning potential. The internet has not only enabled more filmmakers, but their access to potential mass audiences, as well.
Bottom line is we filmmakers must strive to create stories that hook an audience and entertain them. And in this day and age of more stories (films, plays, news, product reviews, games, etc.) than ever going out to the masses, that's harder than ever.
Yet, I think we can be realistic about film distribution and "decommodify" our films, too: By creating stories that are personal, break or combine genres, twist conventions, turn clichés on their heads, etc., NOT by repackaging what's already out there or following formulas. Yup, damn hard and I certainly have the bruises from banging my head against the wall to show for it :-D!
Really good thread. Thanks to everyone for their thoughts and experiences!