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.
As planned Serpentine went to picture lock this week. And while that’s certainly a milestone, there are numerous other details that need to be attended to. From completing the visual effects, to sound engineering, scoring and color correction. And then there’s the marketing plan.
As I did with Justice Is Mind, and First World back in the day, I always aim to cast the widest net. When it comes to securing media or perhaps a screening opportunity, the more eyes on a project the better as you never know who may be interested. There’s so much more to filmmaking than the actual mechanical work of creating the film.
Since pre-production on Justice Is Mind back in 2012 I have been receiving email newsletters from various “experts” in the industry. Honestly, there is no magic wand and having a star in your project just doesn’t matter (look what happened this weekend at the box office). Your project will either resonate or it won’t. It will either breakthrough or get stuck. And while there are certainly a set of standards that need to be followed from having a quality picture with a proper aspect ratio, closed captioning and a few other industry standardizations, the rest is really up to the filmmaker. My point is there is no cookie cutter sheet that gives you instant success.
Serpentine is as opposite to Justice Is Mind as First World is to SOS United States. But in all my projects I make every effort to have an audience of some sort in mind when I start to write. Passion projects are great, but given the work that goes in to making a motion picture someone has to appreciate it past your family, cast and crew.
Since First World was released on to Amazon Prime it has seen a sizable increase in traffic. Science fiction is a relatively easy sell. Justice Is Mind is a hybrid of genres with science fiction and fantasy folded into a straight drama. The marketing of that film was a three prong approach with audiences reacting all over the place from science fiction enthusiasts to those that love courtroom films. Audiences have loved it or hated it. But no matter the reaction every click and view just increases the audience. And just this week I learned that Justice was picked up by a Chinese concern. More to announce later on that development.
On a personal note, I’m glad over ten years have passed since I was publishing a magazine in the sport of figure skating. It has given me a perspective well outside the bubble I lived in for over a decade. In general, as I’ve learned, living in a bubble is never a good idea as it warps your perspective.
As for perspective, since I’ll be voting for the first time in the SAG Awards this year, I’ve been watching more independent films than I normally do. Or should I say, than I normally would simply owing to their story. What one has to appreciate is the sheer energy and enthusiasm that goes into making an independent film.
One film I just have to recommend is Jackie. From Natalie Portman’s portrayal of Jackie Kennedy to the cinematography and story, I thought it was brilliantly executed (although the score gave me pause).