Keeping up with the industry can almost be a full time job in and of itself. But there comes a point when you just have to shut off the data stream and go with what you think is best for you and your project. Honestly, the “talking head” experts some of these trade publications are constantly quoting can put you on a roller coaster of contradiction. I’ll just say that I take the “grain of salt” approach to this industry as I did in publishing. Simply put, I’m not a follower.
Producing a true independent film means that you literally have to create what a studio does, but with limited resources. But that doesn’t mean no resources it just means being inventive and wearing multiple hats. Sometimes at the same time!
Take for example this past week. Filmmaker: With our March 24 screening at Cinemagic in Sturbridge coming up, I’ve been talking with the theatre on when we will run our test. Publicist: Then there is the follow up to media outlets I pitched our screening to and a special promotion by Pizza Post. Producer: Talking to possible financial backers for my next project. Distributor: Talking to a digital aggregator for Justice Is Mind in addition to a variety of theatres that are interested in screening the film. Writer: Presented the idea for a concept poster for my political thriller to a graphic artist. Accountant: Review our financials and prepared 1099 filings.
Personally what I enjoy the most about filmmaking is the opportunity to wear these many hats. I love to write. But when my brain needs a creative break, I can turn to some dry financials or mark down some notes for another story that has come to mind when working on another. That’s how Justice Is Mind came to life. When I was working on the sequel to First World, I was at a scene that involved a mind reading machine. Suddenly the concept of Justice came to being.
But through all this perhaps the most exciting for me is when we have a screening of Justice Is Mind on the calendar. There is nothing quite like the experience of seeing a film you created come to life. The moment I hear those first few bars of music and see the opening quote, the journey of four years and over two hundred people, there is an innate satisfaction of accomplishment.
On accomplishment, my sincere thanks to Bob Leveillee of Pizza Post who plays Mr. Oxford in Justice Is Mind. As some of you may know, we filmed several scenes at Pizza Post. For our March 24 screening, Bob has offered ticket holders a dollar for dollar credit at Pizza Post. I first met Bob back in 2011 when we filmed the short film version Evidence. He has been a terrific supporter from the start and now a good friend. Check out the great radio spot he created as part of this promotion that is running on a couple of local stations.
As for friends, it looks like our screening on March 24 is going to be a reunion of so many friends from my childhood to the present. I was reminded from talking to one of my friends from second grade about the organization of forts we made when we were younger. Indeed, it has been a journey.
“One Man’s Trial Against Science, Faith and History” – Justice Is Mind.
Justice Is News
Last week I talked about some fantastic numbers regarding our IMDB rankings for 2013. It looks like I have some additional numbers to report, in this case, the reach of some newspapers that carried articles regarding our upcoming March 24 screening at Cinemagic in Sturbridge, MA.
I first got word that our story appeared in the Southbridge Evening News from a friend that introduced me to the reporter. As this paper’s online edition is only available to subscribers, we met in a parking lot so he could give me a copy. While I was waiting in my car, suddenly the movie All the President’s Men flashed with the parking garage scene when Robert Redford meets with Hal Holbrook.
Needless to say I thought the reporter did a great job. And then it dawned it on me. The parent company of this newspaper also owns several others, including my hometown paper. Suddenly the reports started to come in. The story ran in the Webster Times, Spencer New Leader and the Sturbridge Villager. While the Southbridge Evening News is subscription based, the other three are generally mailed to requesting households. By my minimum estimate, 40,000+ households now know about Justice Is Mind and our upcoming screening. As I grew up in the area, I heard from a lot of folks I haven’t seen in decades. Suffice to say March 24 will be a reunion on numerous fronts.
No sooner did the story break across these newspapers, than one of our location partners for Justice Is Mind worked out a promotion in connection with our upcoming screening. More on that next week!
Marketing and promoting a screening takes time. Generally, when I am negotiating a date with a theatre we ask for at least 30 days out to properly market a screening. Audiences don’t just magically show up, particularly for an independent film. The theatres we have worked with have been nothing less than spectacular. They know we work as hard as we can to make the screenings as successful as possible. But while I would love to see Justice screen at every theatre we pitch, it’s a reciprocal business arrangement that needs to mutually work. I learned this when I worked in figure skating listening to promoters bring events into buildings—what works in one venue might not work in another.
Speaking of reunions, like our last screening in Plymouth, March 24 will bring together several of the actors in Justice. To see who has confirmed attendance as of today, visit our Facebook event page at this link. For us, it’s like visiting with family. Indeed, when you work with people so closely when making a film you develop lasting friendships. For audiences, they get a chance to meet those that brought the story to life. It’s a unique experience that is usually only reserved for world premieres and film festivals.
And while our next screening is my top priority, there is the continue push to markets and venues far away from New England along with our related VOD plans. But for this moment, it’s nice to be home.