There has been a flurry of activity since First Signal wrapped principal photography in July. From editing, scoring, special effects to market preparation for the American Film Market, the work on a feature film hardly ends when the final “cut” is called. Post-production is where the puzzle of all the shots taken comes together. You only hope you have all the pieces! Thankfully, we do.
The one thing I’ve learned on this feature film, was that a long pre-production period was a good thing. There were casting changes that worked out for the best, ideal locations that came forward and research that proved invaluable during production and post-production. The one thing I’m glad I did during the pre-production process was attend AFM last year. It gave me a sense of how a film market operates and what to expect (or in some cases not to expect).
For AFM 2019 I have several meetings booked and several more sales agents/distributors that want to see a complete screener of First Signal. Certainly, these are all positive developments. However, as a filmmaker, the one thing you must believe in is your own film and not to be swayed by critics. One sales agent stated that I needed to introduce the “creature” early. As First Signal is a story driven science fiction film akin to Gattaca with the production style of Fail Safe, I declined that meeting (there is no “creature” in First Signal). In addition to an original story, what First Signal also offers is the start of a new science fiction series.
This weekend I picked up the sales cards/sell sheets for First Signal. A special thanks to Daniel Elek-Diamanta for the design! These sell sheets will be used like business cards during the market. What I aimed for with the sell sheet were select stills and copy that represented the story. While it’s impossible to present an entire film on such a piece of collateral, the goal is that of a trailer—promote the feature.
Out of the 82 page script, First Signal is edited up to page 76. The pieces of the puzzle are nicely coming together. Editing is a process all unto itself. It’s time consuming and detail oriented. It’s about pouring over hours of footage and audio to look for the best takes to build the story. A special thanks also to our editor (and director of photography) Daniel Groom for his work.
As I head into the last two weeks before I leave for AFM, there will be meeting preparations, practicing my pitch and finalizing the schedule. I’ll still never forget the first time I walked into the lobby of the Lowes Hotel last year—everything I saw was about the world of independent film. It’s an ideal market to network, get the latest insight and to present your project to the industry.
It is amazing to me how much this industry has evolved from my first film. When I released First World in 2007 Amazon had just announced video on demand the year before with Netflix just announcing a streaming service. Of course theatrical and DVD were still major revenue sources. But it was when I saw First World on the nascent Hulu that I knew the world of filmmaking would change forever. Yes, theatrical is still the primary revenue source, but we all know what happened to DVD. As I employed when I was a magazine publisher, I think it’s important to test and try new release and market technologies to reach audiences the way they want to watch your film.
The one thing about preparing for a film market is that it makes the process of filmmaking all the more real. It compels you to organize your marketing materials and position your film for the market, from building a website, to sales cards, to online profiles, stills and any other materials that showcase your film. The adage, if you build it they will come, doesn’t work in this industry (or any other for that matter). It’s not enough to make a film, you have to tell the world about it.
When I was organizing my home office yesterday, I found a variety of sales materials from last year’s AFM. I found a sales card for one film that at the time was in post-production and represented at the market by a well-known production company. When I looked the film up on IMDb, it was still in post-production and that production company was no longer affiliated with it. There could be a thousand reasons as to why this film is still in post or the company that was representing it no longer is. The one thing I do know, is there needs to be a Plan A, B and so on.
I was reminded through Facebook memories this week about the numerous screenings we had for Justice Is Mind. The year following our release in August 2013 was a very exciting time. Not a month went by when there wasn’t some sort of activity, be it a theatrical screening or media report. The apex of Justice Is Mind was our international premiere on Cunard Line’s Queen Elizabeth ocean liner. There was a moment during that cruise when I was standing on deck reflecting on the journey Justice Is Mind took to get to that moment. Suffice to say, it’s important to stay focused, believe in your project and move past any and all naysayers.
With First Signal now past the halfway mark in post-production, I see what opportunities lie ahead. But I can’t help but think of the journey it took just to complete principal photography. Despite the substantial challenges we faced in pre-production (too many to list!), First Signal eventually found its dynamic locations and talented cast and crew. If this process was easy everyone would be doing it. To quote President Theodore Roosevelt “Nothing in the world is worth having or worth doing unless it means effort, pain, difficulty… I have never in my life envied a human being who led an easy life. I have envied a great many people who led difficult lives and led them well.”
To the outsider, they see a film and think it comes together magically. They generally have no idea what it takes to go from script to screen. When I attend the American Film Market in four weeks, I’ll come across hundreds of films each with their own unique story in various stages of production—all looking for a home. For me, this market will be one of many interesting ports First Signal visits.
With this post, I’m pleased to present two additional stills from First Signal and The Ashton Times AFM 2019 poster representing my projects.