How to Turn a Movement into a Movie

Mark Mori’s new documentary “Baristas vs. Billionaires” shows filmmakers how passion powers production

By Carole Dean

“A single spark can start a prairie fire.” — Chinese proverb

That proverb is at the heart of Mark Mori’s newest documentary, Baristas vs. Billionaires. It began with one Starbucks store in Buffalo, New York, and spread to more than 650 stores nationwide with 12,000 baristas unionizing. For Mark, this was more than a story worth telling—it was a story that had to be told.

Mark isn’t new to telling bold, socially conscious stories. He is an Academy Award–nominated and Emmy Award–winning documentary filmmaker best known for Building Bombs, a searing look at nuclear weapons production, and Bettie Page Reveals All, which brought the iconic pin-up’s voice to life. His career has been defined by shining a light on stories that challenge power, uncover truth, and shift perspectives.

As he shared on The Art of Film Funding Podcast, the road to making a powerful social-justice documentary is paved with passion, collaboration, and persistence. And every indie filmmaker can learn from his journey.

Finding the Story That Matters

Mark was drawn to this film when he saw young workers standing up against one of the world’s largest corporations.

“I realized we were on the very beginning edge of a new labor movement,” he explained. His own history—five years working in a steel mill—helped him recognize the power of ordinary people rising up.

His decision to follow this fight gave the labor story its first cinematic voice. For filmmakers, the takeaway is clear: choose stories that resonate with your soul and connect to larger societal shifts. A personal connection strengthens your vision and fuels your endurance through the long journey of production and fundraising.

Building a Team on Passion

He didn’t have Netflix or a studio check to bankroll this project. Instead, he relied on community and shared commitment.

“Our whole staff of producers and writers worked for free, or we deferred our fees,” he said. Among them were Academy Award winners, Grammy nominees, and seasoned filmmakers—all donating time because they believed in the message.

The result was a production powered not by money but by conviction, giving the project both credibility and momentum.  And, when your project carries urgency and meaning, talented people will often step up.

Funding with Purpose

Documentaries that challenge corporate power don’t always attract traditional investors. Mori’s film became a nonprofit project, fiscally sponsored by From the Heart Productions. Grants, donations, and in-kind contributions formed the backbone of his financing strategy.

He reminds us that a proof-of-concept reel can be your strongest fundraising tool: “Make a little five- or ten-minute reel that shows what your film is and could be. Use that to raise the money you need.”

This approach allowed the project to keep moving forward when larger doors stayed closed.

The Impact Goal

Unlike a simple entertainment release, Baristas Versus the Billionaires is designed as a tool for change.

“The real purpose of the film is to fuel activism, to educate young people about how you organize a union, to give them inspiration,” Mori explained.

By framing the film as an activist resource, he ensured it would serve both as art and as a catalyst for organizing. Having clarity on this shaped everything from funding to distribution.

Protecting Your Story

Taking on a billion-dollar corporation comes with risks. Mori protected his crew and his subjects with careful legal vetting and an errors & omissions insurance policy. But most importantly, he gained the trust of the baristas, who wanted their voices heard despite potential consequences.

This transparency built relationships that gave the film its depth and authenticity.

The Festival Strategy

Fittingly, Mori’s film will premiere at the Buffalo International Film Festival this October—the birthplace of the Starbucks union movement. From there, it will tour labor-centered festivals, community screenings, and grassroots networks, bypassing the traditional theatrical system when necessary.

From there, the film will travel to labor-centered festivals and grassroots networks, ensuring it reaches those most invested in the struggle.

For filmmakers, this demonstrates the power of aligning your release strategy with your story’s roots. A premiere in the right city, with the right audience, can amplify your message far beyond the screen.

Final Wisdom for Indie Filmmakers

After decades of work on socially conscious films, Mark’s advice to indie filmmakers is both simple and profound:
“You have to have a real passion and commitment. Raising money for an independent film can be difficult, but most of all—you just have to get in there and make it.”
And sometimes, it all begins with that single spark.

Hear More on The Art of Film Funding Podcast

Want to dive deeper into Mark Mori’s journey? He joined Carole Dean for a powerful conversation on The Art of Film Funding Podcast in the episode: “Mark Mori on Baristas Versus the Billionaires: Funding and Fighting for Change.”

In this discussion, Mori shares how he built a team driven by belief, navigated nonprofit funding channels, and shaped his film into a tool for activism. It’s an inspiring listen for indie filmmakers who want to see how passion and persistence can overcome obstacles.

🎧 Listen to the full episode here