I am pleased to report that Justice Is Mind will have its next theatrical screening on May 19 at The Elm Draught House Cinema in Millbury, Massachusetts. This comes on top of our screening on April 28 at Carnegie Mellon University in Pittsburgh, Pennsylvania followed by May 4 at the science fiction convention Penquicon 2014 in Detroit, Michigan.
When the funding came together to produce Justice Is Mind back in 2012, I was only too familiar with the rapid changes engulfing the independent film industry with the decline of DVD, the rise of VOD and the challenges theatres faced with digital conversion. But change, in my view, is a good thing because it simply brings about new opportunity.
I’ve been a proponent of VOD ever since my short film First World ran on Hulu from 2009 to 2011. (It’s now available on Amazon Instant Video). Prior to the VOD release of First World, the film screened at 20 science fiction conventions in 6 countries. Some solid interviews were generated and it laid the foundation for the VOD release. It was a different time back then as social media was relatively non-existent with the exception of MySpace. During that time I simply utilized the tried and true public relations and marketing tools from my days as a magazine publisher. They worked then and they work now.
When it comes to marketing a film, I do believe you need to have a hook. Some reason why a journalist will write about your film, buy a ticket at a theatre or stream your film. None of this is easy and takes continuous promotion and pitches. Seriously gone are the days when you can “build it and they will come”. All of these screenings to live audiences on terra firma are building our foundation for VOD.
“VOD distribution is the ‘new’ DVD distribution at least in the US market.” That statement was part of a spot on post at the Independent Film Blog about marketing a VOD release. In today’s world of independent filmmaking, we know it’s not enough to write the script, raise the funding and produce the film. Filmmakers are also publicists and marketers. Simply put, if we aren’t going to champion our own film, who is?
Over the next two months, Justice Is Mind will travel to Pennsylvania, Michigan and Massachusetts. From one of the world’s most prestigious universities, to one of the largest science fiction conventions to a theatre that is nearly a century old, each venue represents a unique audience to present the same film.
P.S. As some of you know, my best friend Kim Merriam (who played an FVMRI tech in the film) graciously allowed us to use her home as the Miller residence in Justice Is Mind. As she is starting a new chapter in her life, she has put the house up for sale. You can view the listing here.