“Movies are still a viable form of entertainment but they’ve become blockbusters that cost $100 million to make,” says Tom Mangan, independent film producer and professor at NYU’s Tisch Asia School of the Arts. “The movie companies hedge their bets but people go to the movies to see an interesting story, not go on a roller coaster ride. That’s where documentaries come into play because they’re usually more interesting stories.”

Documentaries are having a banner year — at least in terms of production. While not typically big money makers there were a record 101 documentaries entered for consideration for this year’s Academy Award. And many of them have their own advocacy, political or cause angle. Among the titles: The Lottery and Waiting for ‘Superman” — two movies that chronicle the competition and hopes of getting children admitted into charter schools.

One of the most hyped films of the season, documentary or otherwise, has been The Greatest Movie Ever Sold, directed by and starring Morgan Spurlock, who also directed the McDonald's Super Size Me. The film has grossed a little over $500,000 since its release in April, according to Box Office Mojo. The movie pokes fun at the movie industry’s penchant for product placement.

Theresa Howard runs the website The Press Republic. She has worked for both USA Today and Brandweek, covering anything and everything about branding.