Yesterday I attended the annual World War II Saturday at Battleship Cove. While there seemed to be less reenactors than last year, I found it just as engaging and interesting. If I come away with having learned a few more moments during that time in history, it’s well worth the visit.
By example, I learned some interesting details behind the Sino-American Cooperative Organization (SACO). Sure, I was generally aware that the United States and China had some sort of cooperation during the war, but when it’s illuminated it puts it in perspective. That “perspective” continued after SACO dissolved which was followed by China’s civil war.
Speaking of China, Justice Is Mind has been picked up by China Mobile as a flat licensing deal. As I understand from our distributor, it’s now going through censorship and localization on their end. It will certainly be a milestone to break into the Chinese market. One does not need to be a filmmaker or read the industry trades to know that China is one of the leading film markets.
Given the tumultuous state of U.S. box office revenue this year, it’s imperative that these foreign markets are available to filmmakers. For Justice Is Mind and First World our primary foreign market is the United Kingdom. I have also noticed that viewership in Japan is picking up. But one driving force that continues to put films front and center is the importance of a marketing plan.
I can’t tell you how many times the marketing plan for an independent film seems to begin and stop at the industry trades. Never mind when you read the first cut to studio budgets seem to be in marketing. As I have often said you can have the greatest project in the world but if nobody knows about it nobody will care.
As soon as I finish writing a script, I start working on the marketing plan in terms of a target audience. With distributors relying more and more on filmmakers to assist in the marketing plan, there really needs to be one in place before the first scene is shot. With First World it was science fiction conventions. With Justice Is Mind it was law schools and universities that focused on neuroscience. With Serpentine: The Short Program it was the Ice Network. Yes, like the aforementioned, films have their primary target audience then they broaden out from there.
Amazon is a perfect example of that. Someone might have heard about Justice Is Mind from our primary plan, but found the film on Amazon. Their algorithm then points customers to other recommended films. At that point the plan is relatively complete. But it all starts with that primary plan to push consumer awareness then generally continues with social media and other digital marketing tactics on an ongoing basis.
It’s hard to believe that it was five years ago this month that we were producing Justice Is Mind. Yet here we are five years later with new markets opening. The greatest thing about the world of film is discovery. It doesn’t matter when the film was made, it’s about when a customer learns about it for the first time. In today’s world of VOD a film no longer has a shelf-life.
Today is Independence Day in the United States. We refer to it as the Fourth of July. 241 years ago the United States declared its independence as a sovereign nation from the British Empire. As we know, the United Kingdom has been one of our strongest allies for over a century and is referred to as the “special relationship” between the two countries.
As for the United States and United Kingdom, this past weekend I traveled to the Maritime Museum in Fall River, MA (the museum is now part of Battleship Cove). After seeing the 1953 movie Titanic, I learned that the model from the movie was on display at the museum. And as Battleship Cove had some new exhibits, it was time for another visit.
It’s impossible not to learn about the many joint cooperative efforts between our countries over the centuries. The United States connection to the Belfast built RMS Titanic is well known along with the numerous campaigns during World War I and World War II. The USS Massachusetts participation in Operation Torch in November 1942 was a joint United States-United Kingdom invasion of French North Africa. And, yet, for all the reasons our countries have fought side by side for democracy against tyranny, both nations are facing internal political turmoil that is testing the very fabric of our respective constitutions.
As an American citizen I won’t opine on events across the pond, but here in this country today it is as much a celebration as it is a contradiction. Oh sure there’s the requisite barbeque or the spirited trips to the beach, but top of mind of the majority of Americans is the direction in which this country is going. Like the RMS Titanic’s inferior rudder that made the ship very hard to turn in a crisis, the United States is most certainly heading towards an iceberg that represents the internal strife we are experiencing. While on the surface it looks like we can avoid it, like an iceberg, the menace is what lies below the waterline.
As I have been a member of both parties, I consider myself a moderate. Put simply, I believe in equal rights, not special rights. I believe in a strong military administered by the federal government, but that government has no business regulating my personal life. The current crisis isn’t so much about political party but extremists on both sides that are locked in a tug of war to win. In earlier years, it was the moderates that kept the ship on an even keel. Sadly extremists often don’t want to understand the other side. But understanding is the first step in diplomacy in reaching an accord. A democracy is not about winning your point, it is about moderating it.
Perhaps the time has come to look at our friends across the pond for some lessons. In the United Kingdom, France and Germany they have a multi-party political system. Is it perfect? No, of course not. But for too long in the United States there has only had two choices (this one or that one). Sure we have a nascent third party in this country, but it has about as much direction as the SS Californian did the night the RMS Titanic sank.
But the one thing we do know is the United States is built on a solid foundation of laws and guiding principles. Sometimes we waiver and falter, but at the end of the day we know what this nation stands for and what it represents. Today is a tribute to the founding fathers of this country and what they laid down over two centuries ago that resonates even more today.