Essay On The Cove Documentary On Netflix
In the tradition of "The Cove" and "Virguna," Netflix's latest real-life ecological thriller showcases a shocking threat to the future of the African Elephant.
The numbers don’t tell the story, but they’re alarming enough to set it in motion: , elephants have been killed for ivory in five years; today, one elephant is killed every 15 minutes. At this rate, the African Elephant will go extinct in 15 years. These figures provide a statistical foundation to “The Ivory Game,” a globe-spanning investigative look at a species under serious duress. However, the movie’s real suspense emerges out of the astonishing footage — from the heated battleground of Southern Africa, where elephants face constant threat from poachers, to the black market in China where the goods wind up, “The Ivory Game” reveals the full scope of a human-driven push toward mass extinction. A real-life ecological thriller in the mold of “The Cove” and “Virunga,” directors Kief Davidson and Richard Ladkani’s engaging overview makes up for its occasionally scattershot approach with first-rate suspense.
If James Bond turned his attention to animal rights issues, he might find himself in the middle of this hidden war. (It could also provide good material for Leonard DiCaprio, who executive produced.) The film follows countless activists and officers engaged in a clandestine and often dangerous battle with an underground economy. From the wilds of Kenya, where the filmmakers visit scene after scene of mutilated elephant corpses, the movie tracks the problem to backroom dealings in China, where a single kilogram can sell for $3, on the black market.See MoreThe IndieWire Telluride Bible: Every Review, Interview and News Item Posted During the Festival
Using concealed cameras — sometimes, though, not concealed enough — the filmmakers capture numerous shady conversations between traders and undercover agents. These tense scenes are matched by similar showdowns in Africa, where officers routinely find poachers in the immediate aftermath of their malicious hunts. The resulting collage of personalities turns “Ivory”into a global war movie in which the survival of humans and elephants alike hangs in balance.
But the film also provides a keen overview of the geopolitical setbacks that continue to keep the ivory business in flux. “One person has the destiny of an entire species in his hands,” says one activist, placing the blame solely in the lap of China’s president — and the film’s revealing footage makes it easy to see why. Despite official regulations limiting the amount of ivory allowed into the country, many traders gleefully flaunt their illegal wares, with few locals willing to speak up. One exception: the determined Hongxiang Chang, a young man driven to upend assumptions about his country’s ambivalence even as he acknowledges the possibility of being deemed a traitor.
The Ivory Game
Meanwhile, “The Ivory Game” traces the ivory trade back to its grisly source: the gun-wielding poachers roaming through African parks and slaughtering hordes of elephants without any semblance of restraint. While these offenders remain largely off-camera, the film acknowledges some of the broader systematic issues allowing the killing to persevere: In villages where roaming elephants inadvertently destroy farmland, locals welcome hunters the way one might greet an exterminator, prompting activists to intervene with mixed results. Flying high above the African planes, they come across scene after scene of dismembered animals — shriveled under the sun, their corpses become tragic signposts of environmental indifference.
The filmmakers fuse these disparate settings together with sweeping aerial footage, murky nighttime encounters and hidden camera footage alike, providing an immersive collage into every level of interaction that contributes to this international crisis. This approach sometimes leads to an episodic quality that impedes the prospects of getting too invested in any single narrative. However, as an essayistic breakdown of a widely misunderstood threat, it excels at capturing nearly every angle of the equation.
“The Ivory Game” may be a harsh wakeup call to anyone concerned about the future of the largest land mammal, but it’s also a keen evaluation of the efforts being made to correct the situation. Even as it captures a dire situation, Davidson and Ladkani single out a series of engaged personalities risking everything to bring illegal traders to justice — and in some cases, making actual progress. By transforming its urgent message into the sensationalistic language of pulse-pounding blockbuster — replete with dramatic music cues and frantic editing sequences — “The Ivory Game” risks overstating its message, but at the same time it makes the underlying didacticism more palatable. The you-are-there approach to tackling this subject means that “The Ivory Game” largely avoids lecturing its viewers; instead, the harrowing experience speaks for itself.
The Ivory Game premiered at the Telluride Film Festival. Netflix will release it on November 4.
The final chord of "Blackfish Effect" landed with a thud - a seismic, unprecedented corporate policy announcement from SeaWorld.
In January , the documentary Blackfish premiered at the Sundance Film Festival, telling the story "about Tilikum, a performing killer whale that killed several people while in captivity," according to the official film synopsis. A little more than three years later - a period marked by sustained activism, multi-platform distribution, and media coverage - SeaWorld officially announced on March 17, , that it will officially end its orca breeding program and end orca shows at all of its theme parks.
The decision didn't happen overnight, and neither did the full extent of the film's social impact. The path to change was paved over three years of ongoing pressure sparked by an emotional story told in an intimate, authentic way unique to documentary storytelling. And the signs appeared quickly. In December , about a year and a half after the film's July theatrical premiere, the stock price of SeaWorld had already declined by 60 percent. A California state lawmaker proposed legislation in April that called to ban California aquatic parks from featuring orcas in performances; although the proposed law was unsuccessful, it garnered national media coverage.
How and why did Blackfish inspire this kind of impact over a three-year period of time? From a vantage point at the intersection of documentary storytelling, grassroots activism, multi-platform distribution and media strategy, six key elements can help explain:
#1. Amplified Community & Sustained Grassroots Activism
The issue of animal rights is supported by a vocal community of advocates, and the opportunity was ripe for cultivating new activism by the time Blackfish came along. The Oceanic Preservation Society, the organization elevated by the Academy-Award-winning documentary The Cove, publicly and immediately supported Blackfish through its own communication channels, including posting and distributing an online open letter to support the film, and joining with the filmmakers in a public statement. The major contribution of grassroots infrastructure to the Blackfish movement came from PETA (People for the Ethical Treatment of Animals), and in fact, the intersection between the film and the organization's activism may have amplified the ongoing impact dramatically. In an expansion of its own efforts targeting SeaWorld as far back as , PETA launched an aggressive renewed campaign that combined physical protest and digital social action. After the film's premieres, donations to PETA spiked, enabling the group to finance continued grassroots and media stunts well after the film's premiere. (In , as reported by the Los Angeles Times, PETA reported a budget of $ million after a deficit of more than $, just two years earlier, as well as $43 million in contributions in , a 30 percent increase.)
With the new public spotlight well beyond the animal-welfare community, PETA continued to leverage the momentum of the film at every possible moment in the distribution and media cycle. Among its public actions during the past three "Blackfish Effect" years, PETA organized anti-SeaWorld actions at the Rose Bowl Parade - covered by major media outlets, including CNN, Blackfish's broadcaster, Huffington Post and others - and financed an ad campaign about orca breeding (an angle covered in the film). PETA's website, woaknb.wz.sk, continued the pressure and momentum, and the public followed - from about 30 visitors per day before the Blackfish broadcast premiere to more than 1 million in , according to the Los Angeles Times.
In short, the film wasn't released into an issue or activism vacuum. It fell into a prime spot with a social-change infrastructure ready to leverage a strategic distribution strategy and well-produced story. In its seminal report, "Assessing Creative Media's Social Impact," The Fledgling Fund notably wrote about this crucial element - that is, deeply understanding the state of a social issue and a movement in order to understand where and how a story might be positioned to fuel change. The intersection between SeaWorld, Blackfish and PETA is a textbook example.
Adding to the well-orchestrated and vocal NGO activism, celebrities' tweets and support for the film engaged their own fans and followers, which raised and deepened the level of public awareness about the story. Beyond the vocal work of a core group of supporters, combining the multiplying factor of celebrity endorsements and public attention - greatly enabled by a smart distribution strategy - allowed the story to reach outside the animal-welfare community to new audiences. It stretched beyond the choir. The cacophany became louder and louder, impossible to ignore or dismiss as insular, niche activism.
#2. Strategic Distribution.
Following the Sundance Film Festival premiere, the filmmakers licensed the U.S. rights for Blackfish to Magnolia Pictures and CNN Films, not only for a theatrical run, but for TV distribution, a move that has become increasingly strategic for documentary filmmakers in the contemporary marketplace. In at least one study about contemporary documentary viewers, watching at home on TV is the top way to access documentaries, and streaming is increasingly crucial (although avid documentary enthusiasts are willing to find documentaries in theaters, as well). For Blackfish, in terms of a broad-appeal TV outlet with an even-handed ideological audience composition, a premiere on CNN was not only a mass-viewer distribution strategy, but one that fired up a synergistic publicity and news media machine. Not only did the network use its news platform to air stories about orcas in captivity, the network published an interview with a SeaWorld spokesperson the week of the premiere, assuredly contributing to viewer and media anticipation. CNN was rewarded for its publicity strategy with a ratings sweep on the October 23, , premiere date; according to The New York Times, "The channel swept the ratings among every group under 55 years old. That meant not only the group that is most often sold to news advertisers, viewers ages 25 to 54, but also the younger age groups used for sales in entertainment programming." The network continued to keep the story on the agenda by illustrating multiple sides of the issue, including at least one notable opinion piece criticizing the film's lack of focus on marine conservation in aquatic parks. Following the CNN broadcast, in a near-perfect multifaceted distribution strategy primed for visibility, Blackfish was released on Netflix in December , which enabled the film to leverage the considerable publicity and buzz already generated by the steady media coverage throughout every distribution phase.
#3. Media Coverage.
The film's profile increased as SeaWorld and the filmmakers engaged in a prolonged public relations battle, in addition to the media coverage already garnered by activist stunts from PETA. In the days leading up to the film's theatrical distribution in July , SeaWorld's PR firm released a statement that spotlighted claims of misrepresentations in the film. Film critics and other media outlets picked up the SeaWorld statement and the filmmakers' response, which amplified the coverage and raised public awareness of the film. In a New York Times article prompted by the exchange, writer Michael Cieply mused, "The exchange is now promising to test just how far a business can, or should, go in trying to disrupt the powerful negative imagery that comes with the rollout of documentary exposés." Well after the theatrical premiere, the campaigns continued, with the filmmakers responding publicly on the movie's website in January The PR war magnified the media coverage and the public's interest in the story - and crucially, not only during the theatrical distribution period in July , but also during its TV premiere in October and streaming release at the end of the year. (Read SeaWorld's statement, "Blackfish: The Truth About the Movie.")
#4. Social Action Embedded in the Story.
Social action campaigns around documentary films can vary from the filmmaking teams' intentional strategies to organic responses from viewers to a story. In an ideal strategic scenario, the organic viewer response to the story is matched by an intentional campaign, if it exists. But in either case, the call-to-action efforts tend to succeed when the action is clear, and when it is conveyed or implied by the film's story itself (not only the marketing materials around it). In stories with institutional or complex solutions, articulating a call to action can be challenging, but offering concrete individual actions works. In the case of Blackfish, although the social action directives were not directly articulated or advanced by the filmmakers, the identification of Tilikum's captive home was clearly embedded in the story itself. The audience understood SeaWorld's role, and the film's story about orcas in captivity issued a clarion call. (It's important to note that in an early interview, director Gabriela Cowperthwaite did not advocate shutting down SeaWorld but instead discussed other ways to help captive orcas.)
The story evoked empathy, an emotional response that is an evidence-based powerful driver of attitude shift and intended action in response to storytelling. Blackfish focused on a specific named orca living in captivity, Tilikum, as the key character, a deliberate narrative choice made by the filmmaker, rather than leading with or heavily relying on statistics. Although research in the area of narrative persuasion and entertainment-education deals with human victims of suffering, according to psychologist Paul Slovic, "When it comes to eliciting compassion, the identified individual victim, with a face and a name, has no peerBut the face need not even be human to motivate powerful intervention." This core notion of empathy and an individual story can help to explain why the story evoked such resonance from a narrative perspective, beyond the strategic elements like an active community, celebrity endorsements, ongoing media coverage and the rest.
#6. Measurable Impact.
Capturing the measurable social impact of a documentary is challenging and highly individualized, with varying research methods and approaches that work. The best method depends on either the goal of the project or simply a hypothesis and a deep understand about what kind of impact the film may have on the issue, based on an understanding of where the issue resides in media or public discourse - from changing personal behavior to instituting policy change and beyond. In the case of Blackfish, the intersection of both organic and organized social action, constant media coverage, and accessible financial data from a publicly-traded company provided some metrics of correlational impact. The readily-available metrics emerged steadily, from mid media reports about SeaWorld's financial trouble to a Washington Post analysis from December , which detailed a steady stock-price decline throughout the film's life cycle from theatrical to streaming distribution in
Can the film claim a final causal connection to the reported financial misfortune, sustained public outcry and the final SeaWorld announcement? In the same way that much social change can't be unequivocally attributed to one particular and exacting turn of events, not precisely. But causal connection is an artificially high bar. It's hard to deny the role of the "Blackfish Effect" in the steady negative impact that culminated in a dramatic corporate policy change. Considering documentary film and TV's increased role as advocacy-infused, emotional investigative storytelling, as well as the increased access to documentaries on places like Netflix, CNN Films, HBO, PBS and other outlets, individuals and organizations working at the intersection of media and social justice are right to learn from this example.
Follow Caty Borum Chattoo on Twitter: woaknb.wz.sk