This week, after the documentary series The Chair—which I reviewed for The A.V. Club and covered with multiple interviews here at Cultural Learnings—reached the wrap of production on the two films based on the same script, Starz has made both Shane Dawson’s Not Cool and Anna Martemucci’s Hollidaysburg available on its Starz Play streaming site and On Demand. Viewers who watch both films can then register to vote for who wins The Chair’s $250,000 cash prize, with the results announced on November 8th.
While both films had brief runs in theaters in Los Angeles and New York—and Pittsburgh, where both were filmed—and have been available for digital download since late last month, this marks the best chance for those who have been watching the documentary series to see how the decisions made by Dawson and Martemucci actually influenced the final product. As much as one continues to presume that Dawson’s extensive fanbase will tip the scales in his favor in the end, the survey nonetheless raises a more interesting question of how our reception of these films is shaped by both the broad terms of the experiment—two versions of the same script—and by the behind-the-scenes knowledge we have about how these projects came together.
Accordingly, while the following are reviews of the films themselves, they are also inevitably reviews of how the films function as the “climax” of the “filmmaking experiment,” which is a distinct mode of evaluation that frames the films for better or for worse.
Starz’s The Chair—which debuts on September 6 at 11/10c—is both a documentary reality series and a competition, so one might be tempted to refer to it as a reality competition series. However, at its core The Chair—which chronicles two filmmakers, Shane Dawson and Anna Martemucci, as they each make their own movie based on the same script with the winner earning $250,000—is a filmmaking experiment, similar to producer Chris Moore’s earlier—and soon to be revived, without Moore—series Project Greenlight. The difference is that instead of having a competition to select the filmmakers involved, Moore hand-selected his filmmakers to create the most interesting competition for the documentary, and to develop the movies with the best chance of succeeding as low-budget independent features.
I spoke with Moore about how he went about developing the series, the decision to turn this into a formal competition (rather than just a filmmaking experiment), and how his experience with the series has evolved as the experiment continues into distribution and promotion.
Cultural Learnings: From a “casting” perspective, were you ever considering other options, or did you land on Anna and Shane fairly early?
Chris Moore, Executive Producer, The Chair: I did have a list, although I will take a little bit of issue with the term “casting.” The biggest issue with this—and when we did Project Greenlight years ago—was that we need people to want to see the movies. And The Chair was not designed to be a first-time director thing, so some of the other people on the list were experienced directors, or second- or third-time directors. And I couldn’t talk any of them into it because of the competition nature, and because of the super low-budget nature. And the hardest part of it was that I had to raise all the money independently because people were like “I get the documentary, that’s genius, and I think the idea of two directors making the same script is awesome too, I would watch it.” The thing that I couldn’t get is movie companies, because they would say to me “Dude, how are we going to get our money back on two movies? It’s hard enough getting people to go see one movie, how are they going to go see two?”
When Starz made two episodes of documentary series The Chair (debuts September 6 at 10/9c) available to critics, I was unaware the series existed. After watching the two episodes, I was aware the show existed, but I still didn’t necessarily understand how it worked.
The Chair, as a television series on Starz, is a documentary about two filmmakers—YouTube personality Shane Dawson and independent filmmaker Anna Martemucci—who are each making a movie in Pittsburgh based on the same initial script. It’s an experiment both in terms of understanding the way a script changes depending on the creative forces bringing it to life on screen, as well as considering the specific contrasts in filmmakers who emerge in wildly different creative environments.
However, in addition to being a documentary, The Chair is also a competition, which is the element that was dramatically unclear in watching the series. Although a $250,000 prize is on the line, there were no specific details on how this prize would be awarded. There was the insinuation it would involve some form of audience voting, but the lack of clear details meant I had a wide range of questions about the series’ structure for Starz’s Summer Press Tour session about the project.
I’ll likely talk more about the series itself as we get closer to its September premiere, but the answers to some of those questions are more pertinent in the leadup to the premiere and the promotional campaign around The Chair. At the core of my question, in truth, is not only how this is going to function as a competition series, but also why it is going to function as a competition series. The answers to both questions were vague, but they speak to a project that shares a rather strange relationship to its stars, its network, and to the communities it seeks to draw interest from.