Filmmakers discuss balancing creativity and commerce at Xposure 2025

Photo: Sharjah Government Media Bureau

At the 9th International Photography Festival (Xposure 2025), a group of filmmakers shared their experiences of balancing creative storytelling with commercial expectations. The discussion, titled “Balancing Art and Commerce in Direction,” focused on how filmmakers can stay true to their artistic vision while also making financially successful films.

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Hollywood is no longer the only powerhouse in filmmaking. With films like Parasite gaining global recognition, new filmmakers have the opportunity to tell unique stories and succeed in different parts of the world. However, making a movie requires money, and filmmakers often face the challenge of securing funding while maintaining their artistic integrity.

The Struggle Between Art and Business

The panel featured experienced industry professionals:

• Glenn Gainor – a producer with years of experience at Amazon MGM and Sony Pictures.

• Franklin Leonard – the founder of Black List, a platform that identifies great screenplays.

• Neel Kumar – a filmmaker known for his acclaimed short films.

• Danielle Arden – a theatre writer and filmmaker.

• The discussion was moderated by Bjoern Lauen, a film creative.

During the session, Franklin Leonard emphasized that film is an expensive art form. “A filmmaker must first ask, ‘Is this story best told as a film?’” he said. “Sometimes, a book or a podcast might be a better and cheaper option.”

Neel Kumar shared his personal experience of raising funds for his first feature film. “I approached 72 people before one investor agreed to fund half the budget—if I could match the other half. That process changed how I see filmmaking. Now, I know that making a film commercially viable is part of my job.”

Glenn Gainor explained how budgets can create conflicts between directors and studios. “I worked on a project where the director and the studio had very different ideas of what the budget should be. The gap between their estimates was $20 million. Filmmakers must learn how to balance budgets and creative ambition—it’s part of the job.”

Leonard also pointed out that filmmakers need strong leadership skills. “Making movies is not just about being an artist. It’s about managing people’s time, money, and trust. A director must be a leader,” he said.

The Rise of Global Storytelling

The panel also explored how the film industry is changing. Franklin Leonard argued that Hollywood is not the center of the film world anymore. “Hollywood creates local content about America,” he said. “But now, audiences can watch anything—Korean dramas, Arabic films, Bollywood stories. What truly matters is whether a story connects with people, no matter where it comes from.”

Danielle Arden added that the Middle East is becoming an important region for filmmaking. “There is growing interest in stories from this part of the world—not just from local filmmakers but also from expats who live here. The industry is shifting, and the world is paying attention to films from the Middle East.”

As advice for young filmmakers, Leonard kept it simple. “If your script is so good that people can’t wait to tell others about it, then you’re on the right track.”

The discussion at Xposure 2025 highlighted an important truth: while filmmaking is an art, it is also a business. To succeed, directors must find a way to bring their creative vision to life while making their films financially sustainable. The industry is evolving, and those who can adapt will find success in this new era of global storytelling.