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Monday, April 21, 2008

The Cult Of Sincerity

Brooklyn, NY – In what is being called a “tipping point” in independent movie distribution, three filmmakers, in partnership with YouTube, released their feature-length film on April 8 free of charge on the world’s most popular video sharing website.

“Two years ago, releasing a full-length feature online would not have been possible,” said filmmakers Adam Browne, Brendan Choisnet, and Daniel Nayeri of Cult Classics, LLC. “Independent filmmakers are democratizing Hollywood. The online generation is looking for good content, and we believe THE CULT OF SINCERITY will be embraced by college and career audiences.”

In its first 48 hours on YouTube THE CULT OF SINCERITY was viewed in over 100 countries and became the #1 featured video in the film and animation category in 20 countries, including the U.S. Additionally, the film was seen by more people on YouTube than had it been shown at the top film festivals in the world.

An intellectual and off-beat comedy set in New York, the film’s main character, Joseph, starts a “cult of sincerity” to confront the perceived unhappiness, cynicism, and boredom of his twenty-something generation. He wants to find something to believe in, something simple enough to put on a T-shirt. Reminiscent of Don Quixote, Joseph sets off to find the most genuine thing you could ever say to someone. Joseph tries to lead by example as he opens doors for strangers, plants trees in the city and apologizes to anyone who will listen for things like chauvinism, sarcasm and fascism. THE CULT OF SINCERITY is a witty exploration of changing friendships, permanent regrets, and hope in the age of irony.

Cult Classics is creating a new revenue model for independent filmmakers. By partnering with the independent music website,, the film will be available to audiences free of charge, while still generating revenue for the filmmakers and providing financial support for an African charity.

The goal is to get viewers to watch THE CULT OF SINCERITY on YouTube, as well as sign-up with where the registrant will receive two free songs and the filmmakers $2. Cult Classics also is offering a mobile download (iPod, portable device) for the discounted price of $3, with 2/3 of the money going to Fount of Mercy, a respected faith-based charity that helps children in Africa (

“This is the triple-bottom-line approach to entertainment,” said Erik Lokkesmoe of Different Drummer, a global grassroots marketing company that is promoting the film. “Three things happen when people watch this film. They support the independent filmmaker. They receive free songs and an entire online experience. And they help a charity.”

For more information on THE CULT OF SINCERITY, contact Ben Laurro at Pure Publicity (818.753.4056) or visit Advanced online screenings for reviews are available upon request.


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