As my mother and I prepare to leave for Europe this week for the international premiere of Justice Is Mind on Cunard Line’s Queen Elizabeth, I was more than pleased to see that Justice received three excellent reviews and some great comments on Amazon.
We are over a year out from our world premiere and yet activity around Justice Is Mind continues. This isn’t by sheer happenstance, it’s because I keep marketing the film. There have been so many articles in the trades as of late on adjusting release strategies based on windowing from theatrical to VOD. For me, I just keep marketing and promoting.
Sure, I have other projects I’m promoting like First World and SOS United States for development, but how long does a social media post take or a pitch to a media outlet or even a theater? I also plan to start writing the sequel to Justice Is Mind next month, so continued awareness is great for a variety of reasons.
When I read comments like, “Justice is Mind is a lot more compelling than I had anticipated. It had my attention” Movie Waffler, “The greatest strength Justice Is Mind has is in making you think” Fraking Films and “Mr. Lund has put up well-balanced and paced movie about a probable future” Examiner, these reviews certainly are a motivator. But it was a fan from Amazon that reached out to me with a wonderful email that stated in part, “your ability to make such an intriguing and important film, with fabulous continuity, honesty, realism, and passion deserves attention and recognition” that really made my day. Of course you aren’t going to please everyone and any filmmaker that thinks they are going to lives in fantasyland. But as a consummate optimist I just focus on the positive.
Positive, of course, is the upcoming international premiere of Justice Is Mind. Yes, as you can imagine I’m more than excited for this screening. First, the opportunity to present the film to a completely new audience is great, but the setting itself is one that is not only truly unique but my preferred method of travel. Ever since I can remember I’ve had a passion for the history of ocean liners and that bygone era of travel. Now modernized with a fleet of three ships that sail the world to exotic ports of call, no brand does it better than Cunard. With over a century and a half of leading the industry, Cunard blends yesterday and today with its grand fleet of ocean liners. I’ll do my best to post pictures from the sailing.
Speaking of pictures, I had the opportunity to go back in front of the camera this week for an appearance on The Folklorist. This Emmy award winning series has produced some amazing content since their inception and has featured a variety of actors that I have worked with over the years. For this episode, I had the great pleasure to work with Jeffrey Phillips. Not only did he play the President in the short film version of First World but I also cast him as George Katz in Justice Is Mind. Yes, whenever I see him I call him “Mr. President”. I also had a great time working with Kathy LaShay Berenson who played one of the Reincar Scientific executives and Gale Argentine who played the emergency room doctor in Justice Is Mind. Indeed, it is a small world. The episode is scheduled to air on November 6. It will also stream on their website at this link.
In a little over a week my mother and I leave for the international premiere of Justice Is Mind on Cunard Line’s Queen Elizabeth. Yes, we are both very excited. This will be our second cruise with Cunard having previously sailed on the Queen Mary 2 in 2006. As a “working holiday” the Justice Is Mind schedule is as follows: on October 25th I present a filmmaking seminar to guests with the international premiere on October 29th.
I recently found the pictures from our cruise on the Queen Mary 2. During that voyage I just finished making First World. I remember sitting in the theater watching a movie on the ship and thinking to myself how cool it would be to have a movie of my own screen on an ocean liner. Well, that thought seven years ago will soon be a reality.
And while I think of the many “away missions” we have had for Justice Is Mind with our various screenings, this one will be particularly special as it combines a reinvention. As the ocean liner industry reinvented itself after the arrival of passenger aircraft, so has the motion picture industry. Sure, gone are the days that ocean liners brought immigrants like my great grandmother to the United States from Sweden on the S.S. Sicilia in 1895 or theaters that for the price of one ticket you could stay all day and watch more than one movie. But like those bygone days, they simply reinvented their industry based on experience.
As for reinvention, I used to be a magazine publisher. I would come up with ideas for stories, write outlines and then have a production team create a magazine. Along the way, I produced direct response TV commercials, corporate videos and major events (some on cruise ships). So while Justice Is Mind is being presented on an ocean liner, in a theatre at sea by this filmmaker, it represents what’s possible in an age of transition.
And while the cruise industry is nicely sailing along, the film industry continues to go through so many changes when it comes to production and distribution. With Amazon announcing new original programming and Netflix getting into film production, it’s no wonder that theaters are concerned about their ever shrinking windows and revenue. But you know what? There will always be theaters. It’s just a matter of what they chose to screen and how they do it.
“Hollywood” didn’t collapse when TV was invented and theaters won’t empty because Amazon and Netflix are ramping up production. In my view you can never have enough production because at the end of the day it’s up to the consumer what they want. Sure, we are getting more and more into niche interests, but we also have more choices than ever in terms of where we want to watch a movie. I still go to the theater of course, but for the first time I watched a movie on my new smartphone.
A recent article in The Wrap talked about changing the pitch process to include “big data”. As this data is collected by theaters and VOD platforms, that’s how I pitch Justice Is Mind for screening opportunities. In addition to loglines and press reports, I use data from attendee demographics to internet and social media engagement. Now more than ever, filmmakers have more tools to present their projects.
A new age.