Exactly. The creators of the Mojang documentary put their film up for free on The Pirate Bay. During the film, a scrolling bar tells you several times where to go if you want to donate or buy the film. I don’t know how much money they’ve made so far…but their site certainly suggests they have some money in the bank. The makers of the TPB AFK documentary put the film on The Pirate Bay. They followed a similar method. Perhaps they haven’t made millions, but they were showing their competency as filmmakers and their willingness to film in the midst of controversial, dangerous situations. If someone with power and influence needs to have a documentary made watches that film, he might contact them and hire them for his next project. They make their own luck by subverting the marketing and PR required by big budget films.
In any profession, you have to practice obsessively until you discover your passion and refine it to something that is appealing and sellable. I would argue that the Mojang, TPB AFK, and perhaps even this game studio are still in the amateur stage where more practice is needed in order to refine their talents. In those situations, you have to rely on creative marketing in order to subvert the overwhelming influence and power of larger artists and studios. Mojang and TPB AFK achieved this subversion effectively. Greenheart Studios did not…although I’m sure this article will gain a fair amount of press, and who knows how that will affect their reputation.