How to Make a Splash With an Indie Film in 2025? Throw a Pool Party

Get in loser, we’re going to a pool party.

It’s no secret that independent films have faced a tough climb on the box office charts in recent years, forcing those that work in the space to figure out creative ways to make waves with their work. Admittedly, first time director Sam Hayes and the team from his new film Pools didn’t have to dive too deeply to locate a strategy to make a splash for the release from Utopia arthouse division Circle Collective. But they did get wet while doing so.

Amid a sea of digital campaigns, Hayes and friends focused on in-real-life events by hosting a series of screenings and pool parties in Los Angeles, New York and Chicago. The vibes at the one attended by The Hollywood Reporter on Monday very much felt vintage, like a throwback to the kinds of old-school events that used to be so common in Hollywood.

“It seems like a no-brainer, right?” Hayes explained while standing in a quiet corner on the rooftop of West Hollywood’s Petit Ermitage, which hosted the screening, party and performance of rising group Haute & Freddy as part of its ongoing Petit Salon series. “For an independent film these days, you have to build a community around the film. Obviously, it has to be good, too. If the film is shit, it’s not going to work. But if it’s good, you can create word of mouth and memories while doing something completely different. This film afforded the perfect way to do that. Why not throw a bunch of pool parties?”

So that’s exactly what they did, by hosting seven thus far, including high-energy bashes in Los Angeles (at an estate once owned by Britney Spears), Chicago (not far from where Hayes grew up) and New York (at Arlo Williamsburg in Brooklyn), among others. Hayes even teased that they may do more and even one in London should they secure U.K. distribution for the film.

Directed by Hayes from his own script, Pools casts rising star Odessa A’zion as Kennedy, a rebellious college student who has one day to get her life together or face expulsion. Rather than conform, she recruits a misfit crew for a spontaneous night of pool-hopping through the lavish backyards of her college town. What starts as an adrenaline-fueled escape turns into something deeper as Kennedy confronts grief, identity and the lingering impact of her father’s death. Scream star Mason Gooding, Ariel Winter of Modern Family fame, Tyler Alvarez of American Vandal, Francesca Noel of Goosebumps and Suzanne Cryer of Silicon Valley round out the cast.

Hayes’ best friend and onetime roommate Michael Vlamis, who broke out on Roswell, New Mexico (and also hails from Chicago), also stars and is the first person Hayes had in mind when he started writing the script seven years ago. Because he’s so close to his filmmaker, he offered a good take on why the series has gone so swimmingly well for them.

“The industry is so competitive right now, now more than ever, as anyone with an iPhone could go out and make a movie. That’s a beautiful thing. But there a lot of good movies out there right now that aren’t finding homes. The fact that we found a home after being on this journey for so long, we wanted to do something special to honor that and to get it seen by as many people as possible. We wanted to try and do something out of the box, rather than just a typical red carpet event. Throwing pool parties for a movie called Pools just felt right.”

As a matter of fact, Vlamis said that gathering friends and networking is pretty much the norm for Hayes and their social circle. “I’ve been best friends with Sam since 2014, and we always lived in these ridiculous houses filled with collaborators that were all working together, writing, making movies. We always threw huge parties and we love doing that,” he continued. “I met my manager of one of our parties. What you’re seeing is a community coming together from years of growing up in this industry mixed with our love of film and making movies. I’m just so impressed with Sam and all that he’s done. Pun intended, he is making a splash.”

Getting wet may be the easiest part.

“What I’ve realized in doing this is maybe the reason distributors haven’t been drawn to hosting these big parties is because it’s a shit ton of work planning so many pool parties and events,” Hayes admits. But he wouldn’t have it any other way. “It’s so rewarding and so fun. Look around, everyone is having a blast.”

Dozens of people were crowded in an intimate performance space where Haute & Freddy were captivating with new songs like “Shy Girl” and “Sophie.” On the rooftop deck, a trio of synchronized swimmers were splashing around in unison to Madonna’s iconic hit “Vogue.” While the scene was definitely fun, Vlamis said he feels like creative strategies are a requirement these days to work in the indie film space.

“People talk about indies coming back, and it’s beautiful that Sean Baker and Anora win that many Oscars. But that’s Sean Baker; he’s a different level of indie. Our level of indie needs some extra gas, some extra juice. That all comes down to how creative you can be.” Even with a series of backyard bashes, the box office returns can be dry. Pools has only netted $41,524 thus far since its late August release.

Back to Hayes. How many times has he ended up wet at his own party?

“Every time,” he says with a wide, magnetic smile. “Every single time. Tonight, I will definitely end up in the water at some point.” That point came sooner rather than later. After thanking the event producers and giving shout outs to his collaborators on a packed Petit Ermitage rooftop, Hayes and Vlamis locked bodies and threw themselves in the pool to cheers from the capacity crowd.