The Frida proves independent cinema’s not “D(e)AD”

Photo by Logan Schuneman, Reporter

Independent cinema doesn’t feel quite the same anymore. Long gone are the days of breakout dramedy indie hits like “Little Miss Sunshine” and “Juno.” While studios like A24 and NEON co-opt the independent style into a more streamlined release format, the true independent spirit feels like it’s from a bygone era.

“I am stunned by the amount of theaters that don't play independent cinema,” said Trevor Dillon, who works as the director of programming for The Frida Cinema in Santa Ana where he leads the curation of films each month. “Independent movies are very, very tough to see on the big screen right now.”

Enter Isabella Roland’s “D(e)AD.” Financially supported through crowdfunding and released via guerrilla social media marketing, “D(e)AD” is re-adapting the independent spirit for the digital age.

I first heard about “D(e)AD” from a post on The Frida’s Instagram, noting that the film’s first screening had sold out and an encore had been added. Having never heard of the film, I soon discovered that The Frida was just one stop in a long line of sold-out screenings in independent cinemas around the world.

As Orange County’s only non-profit theater, The Frida Cinema is one of the few places that regularly plays truly independent films that are difficult to see elsewhere on the big screen. While the cinema occasionally plays higher-profile independent films distributed by bigger companies like A24 and NEON, the theater’s focus is on community-driven and truly independent stories.

“If more than half of the movies you play have the A24 (or) NEON logos at your art house, you're being lazy,” said Dillon, “We want to be able to give people a chance to see movies here that aren't playing everywhere else.”

The premise of the movie centers on a family grieving the recent death of Tillie’s (Isabella Roland) father. As family members start seeing the ghost of Tillie’s dad, it’s soon revealed that everyone can see the ghost apart from Tillie. As she tries to reconcile with her past, the film shifts between witty comedic and vulnerable dramatic beats.

 “There are stories that aren't being told by studios right now,” said the team of “D(e)AD” on their Kickstarter page. “Independent stories that are messy, daring, and make audiences feel something meaningful.”

Isabella Roland, who is best known for her appearances on several series produced by Dropout, an independent online improv comedy streaming platform, including “Game Changer” and “Dimension 20,” made “D(e)AD” using her brand of zany improv comedy. At the same time, the film features most of Roland’s family and is directed by her mom, Claudia Lonow. Made by Roland as a reflection on the death of her real-life father, the film’s personal message reached her fanbase, enabling the Kickstarter to reach its initial goal in just four hours.

Rather than approaching distributors through the traditional system of release, the team behind “D(e)AD” relied on social media, asking supporters to reach out to their local theaters to ask for screenings of the film. In many ways, this is reflective of the strategy used by word-of-mouth hit “Dinner in America,” which similarly found success in guerrilla social media marketing.

“I follow the actors and the filmmakers who made the film, so the movie was on my radar, but it didn't have to be,” said Dillon. “I think it was six DMs we got for this one specific movie.”

A crucial part of Santa Ana’s culture and community, The Frida — which only opened 11 years ago — has become a centerpiece of Santa Ana’s dedication to the arts. Offering a student membership, the theater has also become a crucial site for Chapman students to engage with unique cinematic experiences.

“I'm the director of programming, so obviously it all filters through me, but the community is our programmer,” said Dillon. “I know it sounds super cheesy, but the community is telling us what they want to see.”

While the onslaught of independent theater closures in the fallout of the pandemic has still left its mark on the industry, The Frida has remained resilient in continuing to play lesser-known movies like “D(e)AD.” This characterizes a new system of independent cinema where social media marketing and community word of mouth provide new spaces for independent creators to find their voices in the digital age.

In an age of constant media bombardment, Independent cinema doesn’t feel quite the same anymore. It’s easy to lose sight of what makes a truly “independent” production. Yet Roland and The Frida make one thing undeniably clear: independent cinema may have changed, but it’s not going anywhere.