Hence, makers feel less urgency about voicing the socio-economic plights of their various communities. Video and filmmakers are much more savvy about the marketplace, and now gear their works towards making a sale. Makers know that they need to make a splash at Sundance, find a great distributor, and meet all the standard requirements for the international marketplace. It costs so much money to make film and video that practical makers feel they must consider recovering their costs somewhere down the line.