As the spiritual closing of Sundance Institute’s Creative Producing Summit, Sundance Film Festival director John Cooper wrapped up the weekend with the “One Word Challenge.”Cooper’s challenge to his three keynote guests was simple: “It is 2011, and the most important thing a producer needs to survive is …” Panelists were given this one-word task by email before arriving in Utah and told to bring their best thinking to the audience of creative fellows and advisors. The experiment is both simple and profound, and audience members were invited to play along with cards of their own.

In part one of this interview, In Reality writer/director/star Ann Lupo and producer Holly Meehl shared how they got their anti-romantic comedy feature off the ground. In this second and final part, we explore how they navigated self-distribution.
Were you building an audience along the way? How did you keep people engaged?
AL: During post-production I took on a side project editing a short for Casey Neistat called “Filmmaking is a Sport,” and it completely changed my perspective on YouTube.

Liz Manashil is a filmmaker and former manager of Sundance Institute’s Creative Distribution Initiative.
A few months ago, before I had a baby, I encountered the anti-romantic comedy feature film In Reality, which I immediately fell for. As I told the filmmakers later, it was the movie I needed when I was in my early 20s.