A few months ago Michele Mortensen, who plays Maria Miller in Justice Is Mind and is a professor at the University of Massachusetts Lowell, asked me if I would give a lecture to her communications class about the importance of marketing communications and how you can build something from literally nothing. Suffice to say it was interesting encapsulating the last twenty years of my career into a one hour lecture this past week.
What I do isn’t rocket science (although I do write about rocket science!), it’s just common sense and takes time, lots of it. As I mentioned to the class, it is important to have a few good mentors you trust and who believe in you. Also, never let someone tell you that you can’t do something. When I was in high school and a teacher from the speech club told me not to think about doing anything on TV because I talk too fast, I can only hope that he saw one of my 300+ TV appearances. That example is an important one, because over the last twenty years I have done my best to steer clear of negative people and naysayers. I’ve always been someone that looks at the past as a guide for the present and a plan towards the future, but the one thing I don’t do is live in the past. That doesn’t move you forward.
From that first TV appearance on the Montel Williams show in 1994 to presenting Justice Is Mind on Cunard Line’s Queen Elizabeth, it has been one hell of a journey so far. While there have been many peaks, there have been just as many valleys. That’s just the world of business and life. Some things just take time to build.
This past week I heard from our distributor that another VOD platform has picked up Justice Is Mind. This is all about building for the next projects. The foundation has been well laid with the production and release of Justice Is Mind. Which project will be next on the horizon? It’s hard to tell. While In Mind We Trust makes perhaps the most sense at this stage, it could just as easily be First World and SOS United States given the state of the film industry and current events.
But through this all, and what was part of my lecture, is to be ready to seize the moment. That happened when I launched International Figure Skating, landed on Skating with Celebrities and secured the funding for Justice Is Mind. I had my materials ready. Whether it was a business plan, an acting reel or a script. In each of those cases, people that wanted to invest in me needed some additional information. At the time, I was top of their mind. Had I delayed, none of the aforementioned may have happened.
If there is one thing I have learned over the years is that marketing, communications and public relations is a continuous repetitive process. As I mentioned during my lecture, nobody is waiting for you to arrive, you have to tell them you’ve arrived.
Picking up where I left off last week, having been given a trial subscription to Variety Insight and Vscore, I highly recommend it. It’s a wonderfully comprehensive service and does, as the name suggests, offer a wealth of insight. Like IMDB, Vscore rates popularity of actors across a “variety” of sources. From TV, film, awards and social media, an actor’s entire career is given a score.
This weekend I started to write the business plan for In Mind We Trust. While I’m modeling it after my plan for SOS United States, I did take a review of my original business plan for Justice Is Mind that I wrote in 2011. Needless to say some updates are in order.
When I wrote the plan for Justice Is Mind, it called for no theatrical release and signing with one distributor for VOD. So what changed? Theatres are embracing independent film (thus our theatrical release) and that distributor I was going to sign with changed its revenue model so now the payout to filmmakers is literal pennies based on minutes viewed. Terrible for the filmmaker but gangbusters for the distributor. Needless to say, they aren’t distributing Justice Is Mind.
Putting aside the story itself for a moment, In Mind We Trust is a unique film from the point of view of the characters. In addition to bringing back the majority of the stars, co-stars and some featured characters from Justice Is Mind, new starring, co-starring and featured roles now exist in In Mind We Trust. The goal is to attract some “named” talent to these parts for marketability.
While the industry has changed from a distribution point of view, and while you can get distribution with talented although largely “unknown” actors, the fact does remain that named talent does bring sales and marketing cache to a project. In addition, it also opens up additional distribution opportunities. However, as we have all seen, there is simply no guarantee of success one way or another. That being said, it’s about complimenting these roles with actors that would bring some gravitas to the characters without taking away from the overall story. In other words, not just putting in “so and so” to say we have “so and so”.
From the Chief Justice of the Supreme Court, Senator Caraway, General Blair and Hilma Miller, there are some great opportunities for named talent to be part of In Mind We Trust working alongside some of the actors that brought Justice Is Mind to life. Indeed, I can just imagine the marketing and public relations possibilities of such a pairing!
The goal, of course, is to put together a plan that’s not only attractive to financiers but making sure it reaches the right parties. This is the process that can take some time. Indeed, it took over a year to find the investors that saw my vision for Justice Is Mind. The great thing about In Mind We Trust is that Justice Is Mind has done well in the marketplace. It proves that there’s an interest in the original story that I’m looking to expand upon with the sequel.