Madison Wells Balances Art and Commerce in Indie Film

Gigi Pritzker and Dan Steinman discuss navigating the indie film market on Variety’s ‘Strictly Business’ podcast, focusing on audience demands.

Gigi Pritzker, the chief of Madison Wells Media, and Dan Steinman, who recently became the president and chief content officer, shared insights on the indie film landscape during today’s episode of Variety’s “Strictly Business” podcast.

Pritzker emphasized the strategic positioning of their indie content label amid shifting market dynamics, noting, “We have to be smarter.” Steinman added his perspective, saying, “Even inexpensive movies are expensive,” underlining the financial pressures facing the industry.

In the discussion, Pritzker explained her decision to recruit Steinman at a crucial moment as Madison Wells aims to enhance its presence in international film sales. He brings a wealth of experience from his previous roles at Black Bear Pictures and as a former agent at CAA.

“The opportunity with Dan was to bring someone in who had an enormous amount of experience and expertise in distribution, exhibition, finance — understanding those mechanics,” Pritzker elaborated. She continued by stating, “It is in order to increase our output to the extent that it makes sense for the kinds of things that we do.” Pritzker clarified that the company will not dramatically increase its production but rather remain true to its roots while expanding opportunities for content engagement.

Steinman, reflecting on the challenges faced by indie producers, highlighted the need to maintain clarity on audience targeting for their projects. “It really has never been easy in my experience. And so we have to respond to the uneasiness, taking into account this particular way in which it’s not easy,” he noted. He believes that understanding market trends is essential, saying producers must consider, “what do we want to make? But also be attuned to the market and the culture. We’re not in a vacuum. We’re not writing sonnets. Even inexpensive movies are expensive.”

The podcast provided a deep dive into the ongoing evolution of the indie film sector and how leaders like Pritzker and Steinman are adapting their strategies to thrive in a competitive environment.