Especially noteworthy is the advice offered by the makers of The Cove, this year's winner of the Oscar for Best Documentary Feature. The film was promoted less by blatant marketing through Facebook and Twitter, but rather by connecting with individuals and organizations that shared their concerns. The filmmakers approached social media as a means to building a community around their film, rather than a tool for mass-marketing their film. Also interesting was their strategy of adapting to Mixi, Japan's social networking leader, to reach out to the Japanese public. The makers of The Cove went as far as hiring translators to raise awareness about their film's subject through social media in Japan.
Hotz also discusses how film festivals are using social network to connect with filmmakers, and how sites like Kickstarter are emerging as a new source for documentary film funding.