« It really doesn’t matter any longer if it’s branded entertainment or entertainment, » said Dominic Sandifer, Greenlight Media and Marketing president and co-executive producer. « What matters is if it’s a great story. » Getting a documentary bankrolled is harder than ever. At the same time, documentaries are in vogue thanks to the growth of online video channels like Netflix and the increasing demand for premium video content on the Web, said Marc Schiller, CEO of event and film marketing firm Bond. And brands are realizing they don’t need to plaster their logos on a film to get their company’s positioning across.