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“It’s just like how a band breaks,” he says. He has just four other people working on the film, but they flier a city in preparation for the film’s opening and rely on word of mouth once it does open.

He’s also making use of technology that indie artists of all stripes never had access to before. As you might tell all your friends on Facebook about your favorite band’s upcoming gig, you now can encourage all your Facebook friends to donate $5 to help end human slavery.