Marketing planet Earth one project at a time.

Archive for February, 2017

Cover Story

sturbridge-villager-2Whenever I secure a theatrical screening, one of my goals is to obtain local press to bring awareness to the event. Sure, there’s the requisite social media engagement and Facebook event. But there’s nothing like securing media placements. This week the Sturbridge Villager wrote a terrific cover story on Serpentine and our upcoming premiere at the Strand Theatre on March 6. Not only did reporter Olivia Richman capture the essence of the film, but my background in the sport and passion for filmmaking.

It is about passion when a theatrical screening is on the horizon. For the thousands of independent films that get made every year only a sliver receive any sort of theatrical release or even one time screening. To fully capture that exposure I always seek to have the events “officially” photographed. I’m delighted to report that David Bruno of David Bruno Event Photography will be our official photographer for the evening.

Further to the above it also simply comes down to organization. By the time the day of the event arrives my aim is to actually enjoy the evening rather than running around at the last minute trying to rectify something. This is why I no longer participate in some third party events unless they are produced by professionals. I recall one science fiction convention I was at five years ago when despite my assurance that they had a DVD projector, screen and speakers set up, they didn’t. Compounding the issue was some volunteer lecturing me that their failure was my responsibility. Understand these words, if you dare to put on the hat of producer it is your responsibility to make sure things run smoothly.

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As for distribution, next week I transfer Serpentine: The Short Program to the Ice Network. I have to say it will be great to see Serpentine on both Amazon Prime and the Ice Network. With Amazon being available to over 60 million and the Ice Network reaching figure skating enthusiasts around the world, the VOD distribution plan will bring the awareness this project needs to develop as a feature film.

Of course all these efforts with Serpentine remind me of the days when I first produced Evidence which led to production of Justice Is Mind. In some ways it seems like it was years ago (it was), in others it seems like it was yesterday. Because if it’s the one thing I endeavor to do is to promote my projects at whatever stage they are in. There are regular updates to Facebook pages, Twitter accounts, pitches for development, media and presentations for distribution and screenings.

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Over the course of any given week I get Google Alerts on various subjects I track. One of them, no surprise, is for mind reading. When I received an alert for a recent article in MustTech News I pitched them Justice Is Mind for coverage. I was delighted to receive an email from them about a wonderful review they posted yesterday – “A must-watch film for those in love of thrill and science fiction!” That works!

And it’s back to work next week at the Naval Justice School in Newport, RI. I have to say I’m looking forward to falling back into the character of an NCIS Agent and working with some new actors and JAG students. Out of all the performance work I’ve done, this is the most unique. Not only is this a great acting opportunity from a role-playing point of view, but you learn something in the process about how the legal services work in the Navy, Marine Corps and Coast Guard.

Back to base.

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Back to Newport next week!


The Network

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The Strand  has already started promoting our March 6 screening.

I have often stated that there is so much more into filmmaking than making the film itself. While one naturally wants a quality project that maximizes available resources, it’s also about getting the word out.  Although social media helps, there is nothing like a media placement that drives awareness and needed attention.  Thank you to the Ice Network and Community Advocate for that attention.

This past week Lois Elfman, my former business partner, wrote a great article for the Ice Network.  This article was particularly important for a variety of reasons. First, in addition to the article itself, the Ice Network will also be streaming Serpentine: The Short Program after our March 6 premiere at the Strand Theatre. Second, from 1993 – 2004 Lois and I published a figure skating magazine. For nearly a decade it reigned as the world’s largest under our leadership. There wasn’t a skater, official, ISU member nation or skating club that didn’t know about it. But the Ice Network is today what we published yesterday. Indeed, it was an honor to see this article on their site as it reaches the sport on a worldwide basis.

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It also important to mention that there was a third party to this story, albeit a bit behind the scenes this time. That would be acclaimed skating coach Thomas J. McGinnis who also was our business partner at the skating magazine. Tommy not only saw the vision I had for the magazine at the very beginning, but for Serpentine as well. Thus his much appreciated Executive Producer credit you will see when the film is released.

A film release not only consists of a marketing plan but a test. This past week I went to the Strand Theatre for a DVD test of Serpentine: The Short Program and a DCP test of Justice Is Mind. While the Strand screened Justice back in 2013 from a DVD, we now have the film in a DCP format. Both tests went great. I’ll say this, out of all the theaters I have screened Justice Is Mind the Strand presents the best picture and sound.  There is nothing like seeing your film come to life on the big screen and that thrill was just as exciting with Serpentine.

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The screen test of Serpentine at the Strand Theatre.

Serpentine: The Short Program also got the green light from Amazon Instant Video this week. I say green light because that’s literally what happens with the circles on the Amazon platform when everything is cleared to go. We did have one red light as our original poster submission just said Serpentine. It had to also include The Short Program. Starting on March 7 the film will be available on Amazon in the United States, Japan, United Kingdom, Germany and Austria.

Finally, I will conclude this post with the importance of art. On Friday night my mother and I saw the acclaimed National Symphony Orchestra of Ukraine at the famed Mechanics Hall in Worcester, MA. Part of the program included Symphony No. 9 in E minor, Op. 95 “From the New World” by Antonin Dvorak. One of my particular favorites.  The strength, precision and passion in which the symphony played under the direction of Theodore Kuchar presented one of the most exciting symphony performances I have even seen.

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Mechanics Hall before the sold out audience arrived.

I say strength because unless you live on another planet the continued existence of Ukraine hangs in the balance with the Russian invasion and annexation of the Crimea to say nothing of the armed conflict on their Eastern border. I simply ask every American reading this blog, how would you feel if another country walked across our border and occupied part of our country? The proud history of the Ukrainian people existed long before the United States was even a thought. While this historic national symphony of a challenged peoples tours our great country, isn’t it time the United States helped restore the greatness of another before it’s too late?

Conduct music not war.

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A 2014 photo from the National Symphony Orchestra of Ukraine’s website.


Follow Up

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I will say one thing about frequent snowstorms in New England. It gives one plenty of time to follow up and organize. This is that time of year when one looks at their weather app not for the sun or rain, but when the next storm is coming. But go to a local grocery store the day before and you might think it’s the second coming, the day after a nuclear attack or other such apocalypse. If you’re visiting from out of the region when a storm is on the horizon, it really is something to see.

As for what’s on the horizon that would be the premiere of Serpentine: The Short Program on March 6 at the Strand Theatre and our VOD premiere on Amazon and other platforms on March 7. It’s a multi-layered marketing plan with a dual local and national push. But if it’s one thing I’ve learned over the years it’s about the follow up.

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The day we wrapped principal photography on Serpentine: The Short Program. Sturbridge, MA November 6, 2016.

Whenever I pitch the media it always starts with an email. This gives an editor or reporter time to consider what I’m presenting. Sometimes coverage comes from just the email pitch. But I’ve found that a follow up call a few days later puts a personal touch to it. In today’s world of the endless pitch combined with the challenge of resources afforded by most outlets, a phone call can make the difference.

I think the one thing everyone can agree on is that we are bombarded by media alerts, postings, email and text on a non-stop basis when we first wake up. What’s important and what isn’t. What gets attention and what doesn’t. I do believe that when you put the personal touch of a call to what you’re presenting, it makes you stand out a bit more than the rest. Just this past week, I had some great conversations with editors about Serpentine and other interesting subjects.

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Completing the closed captions on Serpentine for Amazon.

This is the time of year of the awards shows and the film markets like Berlin. As I normally do when the markets are running, I read the daily reports in The Hollywood Reporter. They give a great insight into trends and what is and isn’t selling. It’s always interesting to me to follow a film from concept to film market to theatrical release. This is not a quick process by any means. As I’ve often said, the actual production of the film is the easy, and fun, part. It’s the pre and post production along with the release strategy that is the most time consuming. But being snowed in does give one plenty of time.

Interviews.

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A Discussion

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Herbert Fuchs and Vernon Aldershoff in Serpentine.

Tomorrow I formally announce the premiere of Serpentine: The Short Program and encore screening of Justice Is Mind for March 6. Yes, that means it begins with a press release, email newsletter and rollout of the marketing and public relations plan. This is when I substitute my director’s hat for that of distributor. In the world of being an independent filmmaker, wearing multiple hats is what’s it’s all about. My last bit as director on Serpentine are the nuances around the color correction that will be completed this week.

With our return to The Strand Theatre, I can’t help but reflect on the last several years. If I count both films, we are talking about over 220 people that have had some sort of part in bringing these projects to life. As I’ve often mentioned to fellow actors and filmmakers, the completion of films, their premieres and other associated milestones don’t happen regularly and should be embraced and enjoyed when they do. It’s very easy to read the trades and see the results of the end product, but for anyone that has produced or directed, I promise there was a long road to that point. For Serpentine, this has been a one year plus project. What started in January 2016 with the firing up of Final Draft will be seen in a month on the silver screen.

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Brooke Blahut in Serpentine.

But what March 6 will represent to me is what’s possible in the real world of independent film. I say real world, because there wasn’t a seven figure budget involved in these projects (or even six ). In the real world it’s about collaboration to make a project possible. It’s also about working with those that share your vision. It’s about pushing the envelope to the edge with the resources you have to see it come to life on the silver screen.

Speaking of the silver screen, I was reading this article in the Mirror about the new golden age of picture houses. I fondly remember the world premiere of  Justice Is Mind in 2013 at the Palace Theater in Albany, NY that was built in 1930. As for the Strand Theatre it was built in 1924 as a vaudeville theater. There’s something about their vaulted ceilings and ornate designs that make any screening in these venues a memorable one. The trend mentioned in the article can allay any fears about VOD ending the need for theaters.

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Justice Is Mind on the marquee at the Palace Theater in Albany, NY

As I’ve often stated, both theaters and VOD can easily co-exist and well they should. The industry didn’t come to end when TV was invented or when VHS came to market. In fact, they enhanced the industry. They created a secondary market for additional returns. But now it’s Amazon, Netflix and others that are in so many ways leading the industry for independent film. Who would have thought an online platform would finance a film only to have them first distribute it theatrically before landing on their platform. It’s just another example of how this industry modernizes itself without losing sight of where it all started.

But sometimes modernization comes with needed adjustment. I was delighted to learn that IMDb.com is shutting down their discussion boards. The boards were mostly a cesspool of hate filed bitter comments by faceless trolls. While the consumer review section enhances a film, the discussion boards did nothing for the experience. For a company like IMDb it’s about manpower, monitoring and deleting hate filled posts, baseless facts and lord knows what else. Oh but when they did delete, the poster cries like it’s their right to do whatever they want wherever they want. It’s not censorship it’s about defacing a property that is not yours. Try walking on to the property of your next door neighbor and shouting your opinions from the top of your lungs. You would be rightly arrested. You want your right to free speech? Go to your own Facebook page (even they have terms and conditions), start a blog, yell from your property or better yet just go to the public town square and see if anyone cares. Because until you put your name to it nobody does because you don’t exist.

Next post.