August 18, 2013. Five years ago today I was in Albany, NY for the world premiere of Justice Is Mind. The idea for Justice came to me in 2010 when I came across a 60 Minutes story about Thought Identification “mind reading.” I was researching mind reading “computers” when I was writing the sequel to First World. Yes, I finished writing the sequel. But no sooner was my Final Draft software cooling down and it was fired up again to write Justice.
I’ve often written about the development of Justice. The endless pitch to producers and financiers started at the script stage. Then I produced a short film version Evidence to develop interest in the project. After a couple of theatrical screenings and media the financing came together to produce the feature. Let me just say that 2012 was a whirlwind of a year. But in the end, over 10 crew, 100+ actors and 15 locations came together. Even post production into 2013 went relatively smoothly. Justice enjoyed a limited theatrical run, screenings at law schools, science fiction conventions and an international premiere on Cunard Line’s Queen Elizabeth (yes, that was a highlight!). The film is now available worldwide on VOD.
When you’re an independent filmmaker the completion of a feature film is a milestone that should be enjoyed and celebrated. As I see with so many in this industry, they worry incessantly about the next project when working on the current one. There were only a couple of occasions during Justice when a few people tried to get out of commitments because of an audition or other project they wanted to be part of. I’ve always believed in giving your maximum to every project you’re involved in. You worry about the next one after the fact.
It’s one thing to attend a film premiere for someone else’s project, it’s entirely another to attend one for your own. For nearly two years after our world premiere, so many of us attended the screenings together. For a while we were like a traveling road show! These weren’t film festivals, they were theatrical screenings. There is nothing more gratifying as a filmmaker than seeing your film on a marquee next to mainstream “Hollywood” productions. You work like hell to make the film, but seeing it in the market is in one word – gratifying.
A feature film isn’t about the “cool” photos behind the scenes of making it, it’s about creating the world around it so when it’s released there’s a place in the market for it. An acting friend of mine last year coined the phrase “the milk carton movie” for those films he was involved in that never saw the light of day. There were essentially “missing.” I couldn’t even fathom making a movie that sits on a shelf waiting for someone else to decide its fate. Film festivals are fine enough if you get into the top tier from an awareness point of view, but as a filmmaker you don’t see ten cents of box office from them. More importantly why would I want to share the public relations spotlight with other films? I remember only too well when we had a screening for Justice at a major university and, unknown to me, there was a small film festival in town that weekend. A reporter said to me they only had so much space and simply couldn’t accommodate everyone. Well, thankfully our screening went well because it was marketed internally and had some scientific personalities attending. That was a lesson to be learned.
As I now venture into the world of First Signal, I look back on the days of Justice Is Mind with great fondness and realize what’s possible when the right team comes together. I’ll never forget what one of the stars of Justice said to me at our last theatrical screening in March, 2017 “This never gets old.”
No, it doesn’t.
A few months ago I came across a casting notice for a book trailer. The name of the book was Heil Hitler, Herr Göd by A.P. Hofleitner and was based “on true-life memoirs” around a family in occupied Austria at the end of World War II. As this period of history has always been of interest to me, I submitted for the part of Herr Göd.
Shortly after getting cast, I started my research. When we think of the European conflict of World War II, generally we look at Germany and what was going on in Berlin. But how many times do we think of the average family just caught up in it? That was the genesis of the book.
Once I arrived to set I met director Rob Gooding and author/producer “Andy” Hofleitner (who, as fate would have it, I actually met earlier in the parking lot). Andy presented each of the actors and crew a signed copy of his book. It didn’t take long to realize the passion behind this project. Not only are the accounts in the book true, but the family in Austria is Andy’s. The author of the memoirs was his grandfather. The “props” used in the book trailer were the actual ones from the story with one piece signed by Hitler himself. The gravity of the story suddenly became real. To know that you are not only recreating moments in history, but are actually touching it.
A few days after the shoot I started to read the book. From page one Hofleitner brings the reader back in time to a family caught in the crossfire of war. The family is far from idyllic and this is what Hofleitner does so well. His words create real world, conflicted and complicated characters facing the impossible. But through it all they persevere under the most trying of circumstances. Hofleitner’s masterful way of setting up scenes and bringing the characters in had me riveted to the last word. There is an escape scene from a factory that was so brilliantly written it had this reader in the center of the conflict. To know as I was reading each word that each one of these moments really happened, one wonders how such atrocities could have happened in the first place. But they did and that’s why we must never forget lest history be repeated.
For me the most engaging character was Max. His voice from being on the front and witnessing the horrors of the war, brought reality home when he would recount stories in the seemingly quiet village the family resided. Imagine you are sitting in your back yard enjoying a drink and hearing horrors so far away they must be fictional…right? But then, in a moment, the roar of Allied bombers destroy the tranquility of the moment.
Book trailers are a smart marketing tool. To quote from C. Hope Clark’s latest email newsletter, “Whether you are traditional or indie published, it’s about reach, connection, and sales.” And that’s exactly what a book trailer does. It visualizes the story you are about to read.