Local Theater Champions Independent Film in Digital Age
SANTA ANA, CA – Amidst a wave of independent cinema closures following the pandemic, The Frida Cinema in Santa Ana is proving the resilience of independent filmmaking, recently screening “D(e)AD,” a deeply personal film by Isabella Roland. The film, a reflection on Roland’s father’s death, quickly reached its Kickstarter goal in just four hours thanks to support from her fanbase, cultivated through appearances on Dropout series like “Game Changer” and “Dimension 20.”
Rather than customary distribution methods, the team behind ”D(e)AD” utilized a social media campaign, encouraging supporters to request screenings at local theaters – a strategy mirroring the success of ”Dinner in America.” The Frida Cinema responded to these direct appeals, receiving approximately six direct messages requesting the film.
Opened 11 years ago, The Frida has become a vital arts hub in Santa Ana, offering a student membership and providing Chapman University students access to unique cinematic experiences. Programming Director Dillon emphasizes the theater’s community-driven approach: “I know it sounds super cheesy, but the community is telling us what they want to see.”
Despite industry challenges,The Frida continues to showcase lesser-known films like “D(e)AD,” highlighting a shift in independent cinema where social media marketing and word-of-mouth are creating new avenues for creators. Directed by Claudia Lonow, roland’s mother, “D(e)AD” exemplifies how independent cinema is evolving, but remains a vibrant force in the media landscape.
