CAN THE FUTURE OF HOLLYWOOD PHILANTHROPY REDEFINE THE FUTURE OF HOLLYWOOD?

“Our goal today is not only to inspire new ways of doing good, but to also spark conversations around what works and what can be done better." - Craig Cichy

By all accounts of the full house at the inaugural Social Impact Summit, co-hosted by The Hollywood Reporter and The Social Impact Fund and held at the Directors Guild Theater, it was a smashing success and one that will no doubt grow with each year to be bigger, longer, and explore more ways to make an impact in our communities via the people who have the platform and storytelling skills to do so.

With that said, there is a caveat. 👊

I went in with no expectations, but I was excited to join the conversation about something that has consumed me of late. That “something” is how we as storytelling professionals can leverage and expand the reach of our stories so that the communities and people they naturally reflect back on can grow and thrive. I came out even more inspired to find ways to use the movies and TV shows that we make in a more holistic manner; to the point where it becomes commonplace that our filmed entertainment is not a “luxury spend” or part of our disposable income budgets, but rather an extension of our community.

Ideally, this is through some sort of initiative that helps address the issues at hand instead of just “creating awareness” or “sparking conversation.” To paraphrase Thomas Sadoski, let’s get our hands dirty and actually do something.

I met people doing terrific work in a variety of fields and services that I will certainly engage as my endeavors move forward. This fact also sets up the caveat to the success of the summit and a call to action for the next iteration.

As I said, I met a lot of people from different backgrounds and specialties; what struck me most was how many people were there that were not in the entertainment industry. I did not speak to or see any other producers, studio execs or entertainment marketing heads, and really an event like this is where we need them to show up and participate.

The panel topics and speakers spoke a lot about how to leverage the reach of celebrity and the speakers were delightful and provocative in sharing their experiences and the causes they are passionate about. I would jump at the chance to work with each and everyone of them to advance their efforts. After Sharon Stone gave a rollicking keynote that implored us all to get up and get out of our own f_#@king way to forgive and love one another and therefore give, there were 3 panels.

How Hollywood Partnerships and Corporate Giving are Fueling the Fight Against HIV

Charlize Theron, founder of the Charlize Theron Africa Outreach Project (CTAOP), was joined on the panel by an inspiring group attempting to improve these core issues, including Neo Mohajane, program director of HIVSA’s Healthy Systems Strengthening; Dominque Morgan, director of the Fund for Trans Generations at Borealis Philanthropy; Carmen Villar, vp of ESG and corporate citizenship at Gilead Sciences; and DaShawn Usher, senior director for Communities of Color and Media at GLAAD. Theron, explained to us how HIV is rampant in young girls and women in her native South Africa. Something that the US is completely ignorant of and if we’re not careful with our approach to women’s health, it will soon be our problem in America too.

Leveraging Hollywood for Raising Funds and Awareness for Crucial Causes.

Moderated by THR contributing editor Stacey Wilson Hunt, the panel included the Social Impact Fund’s Executive Director Craig Cichy; Andrea Pett-Joseph, talent manager as well as president of the Epidermolysis Bullosa Medical Research Foundation; Dennis St. Rose, executive of CAA Foundation; actors Thomas Sadoski, ambassador for War Child USA; and Uzo Aduba, an ambassador for Heifer International.

And the last but not least,

Inside Philanthropy’s Boldest and Most Innovative Players and Platforms

Moderated by THR deputy editor Degen Pener, the panel consisted of Ben Erwin, CEO of Charitybuzz; Muneer Panjwani, CEO of Engage for Good; and Emily Rasmussen, founder and CEO of Grapevine.

Each panelist was brilliant and it was very clear that this was not a vanity event for any of them, their spirited debates and approaches to “doing the work” was infectious, candid and heartfelt.

The summit closed with the award of the THR’s 2024 Philanthropic Organization of the Year Award, which went to Feeding America — the largest charity in the U.S., with a nationwide network of 200 food banks and over 60,000 agencies serving every community in the United States. Julie Bowen presented Claire Babineaux-Fontenot, CEO of Feeding America, on behalf of the event, Craig Cichy, executive director of the Social Impact Fund also presented a $25,000 grant to Feeding America, which Babineaux-Fontenot noted will provide 250,000 meals for people in need, which is a drop in the bucket to the statistic she dropped; 44 million Americans are food insecure (ie: hungry), 13 million of those are children. I met some amazing people from major food service organizations who are making sure that their daily offerings do not go to waste. Feeding America is such a well run organization that every $1 donation provides at least 10 meals through their programs and partners. Think about that next time you plunk down a dollar somewhere.

In short, the summit scratched the surface of the myriad of ways in which “Hollywood gives back.” When it comes to philanthropy, celebrities, studios, and agencies know how to rally around a cause and give back to those who don’t have resources they need to survive and thrive in the world. There is no disputing that fact. Which brings me back to the caveat and a call to action.

Of everything that was discussed, not one conversation focused or even touched upon how to tie in this “good that we do” to the stories we tell, so that it all comes full-circle.

Not one of these discussions that have roots in innovation dared to ask how our movies and television can be produced in a more holistic way so that there is a ripple effect that continues to reach and support and involve the community at large. I’m not talking about “cause cinema’ or stepping in where Participant Media left off. I’m talking about changing the way we do business by changing the way it has been done with something innovative and ultimately better for everyone from investors, to cast and crew and community. Independent filmmakers know that in order for their crews to survive they need to make radical shifts in how they give them equity in the films they work on. The very same day THR was reporting on this event there was also yet another story of how indie producers are doing this with the film SING SING. I say there is a way to take that ownership further and reinvent IP through impact. I don’t mean through the typical channels of “cause cinema” that comes off as soapbox initiatives disguised as entertainment. I mean the simple fact that every story is about something (if it is any good), and that something has a cause or community initiative that can not only bring the audience, but contribute to the revenue and share it.

Lord knows we need something to change, because if nothing does, nothing will.

One thing that Ben Erwin of Charity Buzz said, is vitally important to understand; 2% of our nation’s GDP is charitable giving and that number has not changed for decades. Yet, 27% of our GDP Americans spend is on non-essential activities like travel, entertainment, and experiences. He and his team at Charitybuzz have raised over a half a billion dollars by tapping into that 27%. And there is no reason that every movie and television show cannot do the same.

When Craig Cichy, Executive Director of the Social Impact Fund gave his opening remarks and introduced Sharon Stone, he said “Our goal today is not only to inspire new ways of doing good, but to also spark conversations around what works and what can be done better.”

I say that conversation has only just begun.

It was this time last year that The Hollywood Reporter awarded The Social Impact Fund its philanthropy of the year award, which no doubt led to the successful summit. Let’s hope that by next year the growth is even more exponential, and we see some of the storytellers showing up and demonstrating how implementing an impact investment model into how we produce filmed entertainment can make the stories we tell resonate with a lasting impact. I’ll be there.