There is something to be said about arriving at a theater and seeing not one but two of your films on the marquee. Yes, it’s like being a kid in a candy store. Because it is in that moment that all the work that has gone in to making a film is celebrated.
And celebrate we did. One by one family, friends, actors and crew started to arrive. Some I saw as recently as a couple of weeks ago, others it’s been a few years. But in the moment it feels like it was just yesterday. And heavens knows there were many yesterdays to get to this point!
After a reception in the lobby of the Strand Theatre, I made my opening remarks and then Justice Is Mind began. I was sitting next to Vernon Aldershoff and he said to me, “It never gets old.” No it doesn’t. And seeing the film in its highest resolution in a DCP format was another highlight.
Of course the highlight of the evening was the world premiere of Serpentine: The Short Program. This is one project that was particularly close to me for a variety of reasons. The moment the film started I was reminded about my days as a skater, teacher, magazine publisher and the TV work I would do around the sport. But it’s not about me, it’s about the product. One that you want audiences to enjoy.
And it was the next day that audiences around the world were able to stream Serpentine: The Short Program on both Amazon and the Ice Network. So far the numbers look promising and early reviews have been encouraging. But like First World ten years ago, this is an industry of the long haul. Or as we say in figure skating, the long program.
While VOD is a savior to the independent filmmaker, there is nothing like the theater. Because there is that one moment you’re hoping for that can only happen in a theater. To again quote from All About Eve, it was Eve Harrington that said it best, “If nothing else, there’s applause.” And they did when Serpentine: The Short Program faded to black.
The media has reported. The DVD has been tested. We have a green board on Amazon. The file has been transferred to the Ice Network. No, this isn’t LC 39 at Kennedy Space Center, it’s the preparation for the world premiere of Serpentine: The Short Program tomorrow night at The Strand Theatre and on Amazon and the Ice Network the following day.
When launch day, or better known in the industry as “release date” arrives for a film, that’s when the story you’ve worked on for so long is transferred to the audience. As Bill Sampson said in All About Eve, “You’re in a tin can.” Of course in this age the tin can reference is more about DCP and DVD.
This past week was just about some final details, finishing up the copy for various email templates and our official press release as part of the VOD launch on Tuesday. The highlight was this article that appeared in The Item. While national press is great for general awareness for VOD, there’s nothing like local press that can drive traffic to a theater. This newspaper circulates in Clinton and the neighboring towns.
Tomorrow night looks to be a star studded affair with many of the actors and crew from both films attending. I have to say I love these reunions. Not only does it give everyone a chance to catch up, but to see our collective efforts on the silver screen. And then there is the overlap. Audiences will see several of the actors and crew from Justice Is Mind in Serpentine: The Short Program.
But with each project comes an expanded network and new processes. While Amazon certainly existed five years ago, the opportunity to distribute directly to several countries did not. Since Evidence premiered at the Strand, the number of VOD platforms has exploded. Not only does this mean the need for programming from TV shows and movies, but the ability to rise above the crowd and be heard.
Like Evidence that resulted in Justice Is Mind, the goal with Serpentine: The Short Program is to develop enough interest to produce the feature film version this year to release after the Winter Olympics in 2018. What this comes down to is building an audience and not getting lost in the crowd. When you consider that there are 10,000 – 50,000 films made a year, you can’t wait for an audience that may never find you, you have to tell them where you are.
As the saying goes, when opportunity knocks you take it. But none of this comes without passion, dedication and being steadfast for the long haul. A haul that can seem like forever until the day arrives.
Standby to launch.