“I try to make films that move people when they are in the theater and make them think only after they leave.”
Oscar-winning French filmmaker (Le poulet, Jean de Florette)
“I’ve always chosen to work on films that are more than entertainment. I believe film can also be provocative and send audiences home thinking.”
Cinematographer Roger Deakins (The Shawshank Redemption, True Grit)
A few years ago I was producing a promotional video for a seminary in Charlotte, North Carolina. As I was shooting b-roll footage of a professor teaching, I experienced one of those wonderful moments that happens from time to time—I learned something. And it was so simple I remembered it: “Think. Feel. Do.”
Turns out that the concept of think, feel, do is not limited to preachers explaining Biblical passages to their congregants, but is used by everyone from marketing professionals to psychologists—and since screenwriters and storytellers fall somewhere between preachers and psychologist it’s worthwhile to toss it into your tool box.
Though for screenwriters it’s best to think in terms of feel, think, do. And just when I think I’ve reinvented the wheel, a quick Google search tells me there’s already a business book titled See, Feel, Think, Do.
Let’s use the pre-Super Bowl VW commercial that went viral this week as an example. I saw the Stars Wars influenced spot called The Force when it merely had 500,000 views a couple of days ago. As of this writing it’s passed the 10 million view mark. (Though I think roughly 25,000 views of those are mine.) I love the simplicity of the spot and from Volkswagen’s perspective they want you to Feel, Think, Do.
Ideally the team behind that spot wants you to feel a connection with the little kid striving to find his superforce powers. (And they’ve spent a galactic amount of money to make sure plenty of viewers do make that connection.) You empathize with the kid’s situation. You think about all those good feelings you had for the Star Wars movies. Maybe you even remember where you were when you first heard the words, “Luke, I am your….” Maybe you identify with the situation because you are a mother or father who currently have a son or daughter running around the house in Star Wars garb. Maybe your kids are now college age and you remember when they did the same. A mix of thinking & feeling stirring all kinds of emotions in viewers.
Then comes the do part—”You know, my car is looking a little ratty.” “A new car would be nice.” “That new Passat is a sharp-looking car.” “Honey, you want to go looking at cars today?”
Think. Feel. Do./Feel. Think. Do.
That’s what people who gives sermons try to do, that’s what people who make commercials try to do, and that’s what many great films do.
I can tell you first hand, that watching Terry Malloy (Marlon Brando) in On the Waterfront stand up to injustice has helped me a few times to think, feel, and do in a few instances and stand up to injustices I’ve seen. (And like Malloy, I’ve got the scars to prove it.)
But I must add, that films work best when they are subversive. When they sneak up on you. When the theme grows on you long after you’ve left the theater. The biggest problem that pure propaganda filmmakers make is hitting you over the head with a message like “pay it forward,” “save the environment, “war is bad.”drugs are bad,” “have faith in God” and “wear clean underwear.” They tend not to make audiences think, feel or do—nor do they tend to be very entertaining. (Except in the case of Avatar.)
Show don’t tell. Total word count of that VW commercial…zero.
P.S. Using Darth Vader to sell cars…evil has never been so cute.
P.P.S. If you haven’t seen On the Waterfront or Jean de Florette...Netflix.