The Buck Stops Here
With the post production phase of Justice Is Mind moving along according to schedule, my job now, in addition to managing the entire post production phase (yes, still directing!), has turned to marketing and distribution. Most independent filmmakers don’t have these departments, so what we rely on are trusted sources and contacts inside the industry and our own real world work experience. But in the end, as President Truman made famous, “The buck stops here.” When producing a film, every buck counts. And quite of few of those bucks go to film festival submission fees.
The film festival market is as mysterious as it is rewarding. Yes, I have a list of festivals I’m submitting Justice to. Some have “final” deadlines that come well before our completion date so we will be submitting as a “work in progress”. But others thankfully fall generally in line with our July 1 completion date. But like I did in magazine publishing I also do in filmmaking, I really don’t like what I call “rules of market”. There is this rule, even though it seems to be unwritten, that films should first be submitted to festivals to see what happens. Sure, I’ll just wait and wait and wait for a decision while my film could be losing momentum. Seriously, I was part of a feature film project as an actor a couple of years ago and the entire distribution strategy was getting into film festivals. I couldn’t believe it. There was never a plan B. The problem with that strategy is that if you don’t get into festivals (particularly the buyers markets) you can find yourself with many missed months of “buck making” opportunities for your film.
With the world premiere set for Justice Is Mind on August 18 in Albany, New York along with an industry screening planned for Los Angeles (date to be announced), there are a host of other screening opportunities for the project outside of the film festival market. First and foremost Justice Is Mind already has a non-exclusive digital distribution deal in place, so with one email and the transmission of deliverables, distribution is done. But that’s just part of the strategy and it’s an evolving one as this article in Sundance demonstrates the nuances of digital distribution. Yes, digital distribution is a science all by itself.
Digital distribution can be very successful for a film, but it helps enormously if you have some terrestrial assistance. What it really comes down to is building awareness through word of mouth and that does come from screenings—theatrical or event. So while I am putting together a list of independent theatres to pitch, the one area that has shown great interest in Justice Is Mind is the science fiction community. This past week I finished up my pitch list of nearly 100 sci-fi conventions around the world to present Justice Is Mind for screening. The interest was successfully tested with the short film version Justice Is Mind: Evidence (another reason to produce a short first—market testing). On the practical front my first short film First World screened at over 20 conventions in numerous countries. As some of you know, the trailer for Justice Is Mind is screening during Boston Comic Con next weekend. Thank you Boston Comic Con!
While I love the glamour, pomp and visibility that come with a festival, I am anything if not practical. As a director I owe it to everyone involved in the project to get their work seen by the widest possible audience. But as a producer, it comes down to a return on investment.
At the end of the day filmmaking is about making bucks to be “scene” again.