“Magazines are hungry for video,” says Shaul Schwarz, a still photographer who has been interested in film since 2006. Schwarz — who recently directed both Rise, Red Border Films’ story of the people who built One World Trade Center, and Narco Cultura, the 2013 full-length documentary that grew out of his photojournalistic account of the drug culture on both sides of the U.S.-Mexican border — is fascinated by the notion that photos can do more than merely illustrate a story. Schwarz is attracted to the way film can provide image-makers with a voice and, in the editing, a level of control over the narrative that’s rarely found in still photography.
In light of the growing demand for quality visual storytelling from media organizations, Schwarz has set up Reel Peak Films, a production company combining photojournalists and filmmakers. With photographers and directors like Maisie Crow, Uriel Sinai, Christina Clusiau, Gillian Laub, Yoni Brook, Leeor Kaufman and Jared Moossy — along with editors Jay Sterrenberg and Bryan Chang and sound specialist Juan Bertran — Reel Peak Films is a network of highly skilled freelancers formed with the aim of producing high-quality films of around 10 minutes in length (for example, Schwarz’s film Ashes to Ashes, Peter van Agtmael’s piece on Bobby Henline, a badly wounded Iraq veteran-turned-stand-up comedian, both of which featured on LightBox, and Christina Clusiau’s Black Rush Life).
“We’re not just taking pictures and doing audio,” says Schwarz, while also acknowledging that Reel Peak is not inventing a new visual form. Reel Peak’s priority, he says, is focusing on the film component around which a larger story and presentation can be built. Schwarz’s hope is to connect the collaborative model that large film projects demand with the journalistic ethos of his partners’ photography backgrounds. “We can go further and deeper into the story,” Schwarz maintains, combining “old school journalism’s hard-hitting perspective and great access” with strong, cinematic aesthetics — an approach very different from, say, that of TV crews.
Schwarz works in the field with a small footprint: no rigs, just a DSLR, and occasionally a sound person. This intimacy, Schwarz says, means “most people don’t even realise I’m doing video.” Reel Peak Films is emblematic of a major shift in the media, as disparate organisations increase their online presence and produce more programs and stories. The past year has seen broadcasters and magazines set up documentary film units, including TIME’s Red Border Films. The Atlantic started three video series, the New York Times expanded its output, placing its videos outside their pay wall; and the Washington Post opened a political channel.
As we concluded in the World Press Photo Multimedia Research Project I directed, the intersection of broadcasters, magazines and newspapers in digital space means there is no such thing as traditional media any longer. While there will continue to be print platforms, the screen has become the primary access point for most news and information, and media outlets have to be cross-platform. An encouraging feature of this new media economy is users’ demand for compelling stories. Ooyala, a company that runs 1 billion video streams per month for media organisations, including The Daily Telegraph in the UK, analysed the viewing habits of nearly 200 million unique viewers in 130 countries, and found long-form video (i.e., more than 10 minutes) very popular. MediaStorm reports very large audiences for their stories, with users viewing them years after the original release date, demonstrating that quality storytelling enjoys a long life online.
With distribution partnerships in place, Walter Astrada’s Undesired attracted a six-figure audience in the first week of its release. The online audience for a story like Danny Wilcox Frazier’s Driftless can quickly be 20 times as large as for a print publication, and has the potential to replicate print run numbers on a daily basis. More than half, and often two thirds, of those viewing MediaStorm pieces online stay with them to the end, even with running lengths up to 20 minutes or more.
None of this new and compelling information, of course, should be used to shore up simplistic arguments or proclamations about the imminent “death” of photography. Schwarz continues to shoot stills, and has recently completed a National Geographic assignment. In fact, paradoxically, he finds that he is now able to take more time with his still work — producing book projects, for example — now that he no longer looks to print media exclusively to make a living. Schwarz describes his photographic work as both “solitary and fun,” but when he wants to tell a complex story, he turns to film.
This post was originally published on TIME Lightbox 5 March 2014.