Willa’s innovative leap in indie film distribution with ‘La Cocina’

Disrupting the indie film market

Elizabeth Woodward, founder and CEO of Willa, a production shingle and distributor, is set to revolutionize the indie film market. Her latest venture, “La Cocina”, directed by Alonso Ruizpalacios, is poised for an impactful launch. The film premieres on October 25 in New York and Los Angeles, before expanding to top markets on November 1, and eventually rolling out nationwide on November 8.

With this project, Willa continues its mission of discovering socially conscious material and crafting unique release strategies that engage audiences through targeted events and campaigns.

Prioritizing social impact through cinema

Willa’s goal is not merely to attract viewers but to deeply engage them, creating meaningful conversations around the films they distribute. “La Cocina” exemplifies this mission, aligning its release strategy with the urgent themes of today’s political climate, from presidential races to local elections. The film also played in the prestigious Berlinale competition, setting a high standard for narrative and thematic engagement.

Woodward’s approach is shaped by her experience in a transforming industry. She notes, “Balancing traditional pathways while avoiding the red tape has always been key. We aim to find ways forward, opening new doors in a frequently stifled marketplace.”

Empowering filmmakers

An example of Willa’s groundbreaking work is the film “You Resemble Me”, which premiered in Venice in 2023. This poignant tale of a woman falsely accused of being Europe’s first female suicide bomber resonated strongly with audiences and received numerous awards. Despite this, the distribution offers felt more like “a burial than a release,” prompting Woodward to take control of the distribution process to ensure such impactful films are not overlooked.

Building relationships and strategies

For each film, Woodward deepens her relationship with the director and gains an in-depth understanding of the film’s world and intended audience. For “La Cocina,” this meant reaching out to philanthropic stakeholders who had funded the movie or were interested in its themes.

By focusing their distribution strategy around these impact questions, Willa ensures that each release is tailored to have the greatest effect. “La Cocina’s” themes of labor rights and undocumented workers’ rights are especially timely, making their bespoke approach even more relevant.

Innovative distribution model

Willa’s distribution model emphasizes collaboration with filmmakers, leveraging impact campaigns to shape the distribution plan, and daring experimentation with audience engagement. This unique strategy was refined during Woodward’s participation in the Sundance Catalyst Fellowship, where she took the time to break down Willa’s model and business approach.

A key realization was that combining business and philanthropy is essential for the sustainability of independent films. Philanthropy supports the development, production, and artist support, so it should naturally extend to distribution, ensuring that impactful stories are seen.

Philanthropic funding and independent film

The success of releases like “You Resemble Me” demonstrated that philanthropic funding can de-risk projects and enable creative experimentation. Willa’s structure allows it to receive philanthropic contributions for impactful activities, while investment funds support marketing on the distribution side, maintaining a lean overhead.

Case study: La Cocina

“La Cocina” stars Raúl Briones and Rooney Mara and paints a vivid picture of life in a bustling tourist restaurant in Times Square. The narrative focuses on Pedro (Briones), a talented chef hindered by his undocumented status, highlighting the exploitation faced by workers in such environments.

Woodward enthusiastically endorses Ruizpalacios’ work, noting the film’s artistic excellence and potential to raise awareness about labor rights and immigrant issues. After acquiring the rights, Willa collaborated closely with Ruizpalacios to customize the release and support audience engagement.

The inspiration behind the story

The story draws inspiration from Arnold Wesker’s play “The Kitchen” and Ruizpalacios’ personal experiences as a dishwasher in London. This grounded approach lends authenticity to the film’s portrayal of the struggles and hopes of undocumented workers.

Targeted impact campaigns

Willa developed an audience engagement campaign focusing on labor rights for restaurant workers, particularly the undocumented. They partnered with One Fair Wage to raise awareness and celebrate restaurant workers, creating a nuanced and humane portrayal of individuals whose stories are often overlooked.

Visibility and celebration

Willa secured a billboard in Times Square, featuring a spot showcasing images from the film and real restaurant workers from One Fair Wage’s network. They also organized a celebration event in Times Square on October 28, featuring awards such as rent vouchers and education scholarships.

Additionally, Willa and One Fair Wage organized screenings and press events across the country, bolstering support for restaurant workers and activists. A special U.S.-Mexico border premiere in Laredo, Texas, further amplified the film’s message, engaging local stakeholders and celebrity chef Cristina Martinez.

Future projects and sustainable distribution

Willa recently produced “No Sleep Till,” which garnered acclaim at the Venice Critics’ Week and is exploring distribution offers. Woodward emphasizes the dual focus on generating revenue and maximizing philanthropic impact.

By rigorously analyzing each film’s demands, Willa remains strategic and thoughtful, ensuring that each decision contributes to both the film’s success and the broader ecosystem of independent cinema.

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