In The Beginning
There is, as some have surmised, an entire back story to Justice Is Mind. When I set out to write a story believe it or not I think of the ending right after I think of the original idea. Point simply, I have heard too many times “I have a great story but I don’t know how to end it.” Point in fact, I wrote a screenplay with a friend years ago that takes place in Ogunquit, ME. It was a thriller. Oh we had a great first and second act but dear god that last act was just a travesty. Sometimes not having an ending when you start out does have a positive outcome…can anyone say Casablanca? Flash to 2013 and it should be interesting to see what World War Z looks like. I understand they reshot the entire last third of the film. I can say first hand there was a sense of calmness, in my opinion, when we were shooting Justice because we all knew how it was ending and we weren’t tinkering with it. Screenwriting is not a democracy and it most certainly can’t be decided by committee.
Again, I can’t speak for any other screenwriters, but when I write I’m always thinking sequel or a continuation of the story or part thereof. Why not? Sure, some films rightly stand alone, but if it resonates with the audience for a continuation you have notes and concept ready to go. A single feature film can take years to develop, why have it end at the first installment if there’s an interest in more? As some of you know, the seed for Justice Is Mind was planted in my First World story about a machine that can read memories to track where certain people have been. When we were shooting Justice the idea for a sequel started to come to me but more importantly the ending realized itself just a few days ago when I was looking through some VFX images. Of course the real test is how audiences are receiving Justice once it’s released and what resonates with them. I may have the most fantastic idea for a sequel but if research shows that audiences are gravitating to one particular part of the story, there’s your market research. Why go against the tide when you can ride the wave.
Already I have been able to ascertain certain conclusions from our early marketing for Justice. The audience is skewing 60% female to 40% male with the United States, India and the United Kingdom making up the highest traffic. On age, our largest numbers are in the 45-54 range. But what gets the most attention to a post? Special effects. Yes, every time I post a special effect image our reach sometimes triples from regular status updates. Conclusion? It’s not just men that like special effects, women enjoy them too.
Will these numbers hold up when Justice is screened? Who knows. The marketing of a film is perhaps the trickiest of them all. The goal is to develop positive word of mouth, and a following of fans that will support the endeavor and create that wave of enthusiasm. While the big studios can employ a marketing department to at least attempt to shield their risk, as an independent filmmaker working on meager resources, we must take advantage of the myriad of online services now available to us. And as we have recently seen, even the most robust marketing campaigns can’t shield some major films from audiences misses.
Thankfully with Justice Is Mind we can push in genres that are specific — sci-fi and drama. The world of sci-fi has changed a lot in the last several years, while space franchises are still flying to distant worlds, stories that are Earth and “mind” based are growing (I still miss Fringe). And in the world of drama, Justice has started to book law schools to screen the film for the legal drama that it is. What better way to develop a following than presenting a film in these types of forums.