"Observer": A Doc Like No Other, Shaking Up the Norms

Forget Netflix and other major streamers, the extraordinary documentary by Ian Cheney, "Observer," is taking its roadshow style cinema to the masses. Having premiered in Copenhagen at CPH:DOX this March, Cheney and his team have been spreading their compelling visual storytelling across the country. Holding free interactive events based on the film, they're tossing the usual film festival model out the window.

"Observer" is making waves as it is scheduled to launch the 21st annual Camden International Film Festival this Wednesday. Following the screening, the audience will be treated to an immersive observation experience straight out of the documentary.

The magic of this 95-minute film lies in its approach. Cheney leads a group of inquisitive folks - scientists, artists, and even a hunter - to different corners of the world. Their task? Describe what they see. The result is a captivating experience that celebrates the transformative power of keen observation.

"Observer" shatters the mold of true-crime or celebrity-driven documentaries usually favored by major streamers. Cheney, being aware of this, devised his own distribution strategy rather than waiting for a bidding war. "We decided to directly engage people with the film rather than waiting for streamers to call us back," Cheney admitted during an "Observer" event in Cambridge, Mass.

Considering the state of the documentary distribution industry, Cheney's approach may not be such a bad idea. Having directed 14 feature documentaries including "King Corn" and "The Most Unknown" (acquired by Netflix in 2018), Cheney is no stranger to the business. However, the industry has shifted since then, leading him to take the film’s distribution into his own hands.

With the help of The Wonder Collaborative, the feature film unit of the Science Communication Lab, Cheney has spearheaded experiences built around his films. "Observer" has already been screened in over 30 locations across the country and has powerfully stimulated audience engagement.

Each screening is followed by interactive discussions and activities aimed to ignite unique perspectives. The full-day events include the screening, dialogue, hands-on exploration and provide a refreshing break from the hustle and bustle. Cheney hopes the audience will “explore and celebrate the patient power of observation."

Cheney admits that although being on a major streamer could bring prestige, the lack of audience engagement in such a settings spurs him to create these unique experiences. The next "Observer" day, promising a day full of wonder and exploration, is slated for Sept. 26 on New York's Governor's Island, utterly paid for by The Wonder Collaborative, the financiers of "Observer."