With Marche Du Film (Cannes) coming up, I always find it interesting to learn about the new players while reading about the fate of others. No doubt in the weeks ahead we will read in the trades about the big splash of a new company’s star driven acquisition or the sorry story of others that used to hold court on private yachts. Having been to Cannes many years ago (not for the festival) the location is truly a stunning one to announce a major project.
There is no question that this is an industry of flash. When you have good news to announce you do so publicly, loudly and in grand fashion. The whole point is to cut through the noise to get your project noticed. As I’ve said time and time again, this industry is as much about making motion pictures as it is about promoting them. This is why in so many cases when you see a production budget you multiply it by itself for marketing and public relations.
But then there are the rest of us that aren’t making $175 million motion pictures (at least not yet!). What filmmakers like me rely on is reliable consistent revenue from VOD. While so many players come and go in this industry, we rely on VOD platforms to be there year after year. Although sites like Netflix are in a public relations battle with Cannes, Amazon is playing by the rules and, “was not coming to the South of France “looking to disrupt Cannes,” adding, “You have to approach Cannes on its own terms.”
And while Cannes is one of the world’s greatest launching pads for a film, there are VOD sites like TubiTV that are also making waves. Just this past week the site announced a $20 million outside investment. Justice Is Mind has been on TubiTV for several months and has started to gain some solid traction. I’ve also noticed an increase in traffic for Justice on other VOD sites. All these upticks bode well for the industry as a whole. It shows that consumers are watching across a variety of platforms and it doesn’t matter if they are star driven $100 million plus budgets or films made for under $100K. At the end of the day audiences want to be entertained and they want the choice to be theirs.
But as the industry enters a new season it’s a review of my current projects First World, SOS United States, Serpentine and In Mind We Trust, the sequel to Justice Is Mind. Are my websites updated? Do they convey the current status of each project? You know what they say about first impressions, you only get one to make one.
There is, however, a cardinal rule that I live by. I never disclose who I’m talking to and who I submitted to. This is why I declined to respond to a local entertainment publication that reached out to me on one of my projects. This is like when actors announce who they just auditioned for (or what festivals a filmmaker submitted to). I promise you that doesn’t help you get the part any quicker. In fact, it can have an opposite result. The same holds true for behind the scenes conversations. Sure, the trades like to know what’s going on, but confidentiality is paramount.
However, I will say this. The world’s largest oversees mobile player picked up Justice Is Mind from our distributor earlier this year. But until it’s live, I’ll hold on the formal announcement.
It was back in 2011 and I was casting the short film version of Justice Is Mind titled Evidence. The starring character of Henri Miller was pivotal. He had to have an air of sophistication and mystery, while also being an “everyman”. As a director, you are auditioning for me the moment you walk into the room. And god help you if you submitted a headshot from the last century or to quote a colleague of mine, “generously photoshopped” the way you want to look. Neither was the case with Vernon Aldershoff. He looked like his headshot and was the look I had in mind for the character of Henri Miller. Of course, the next question rolling through my head was, “Jesus, I hope he can act.” Well, the rest is history. He starred in both the short and feature version of the film.
This past weekend I attended his surprise 50th birthday party at a golf club. While Vern was playing golf with his son Dmitri, who played his on screen son Gary Miller, Vern’s wife Jackie turned the clubhouse into a Hollywood theme along with posters of Justice Is Mind and a step and repeat (red carpet). On the golf course I heard that Dmitri faked a hip injury to get Vern to bring him back to the clubhouse. As I see Vern and Dmitri pull up to the clubhouse in the golf cart, Dmitri is going through the only act of injury with Vern buying it. I wanted to yell “Cut!”. Let me just say that Dmitri’s acting was beyond excellent. Talk about a long take! But the look on Vern’s face when he entered the clubhouse and realized he had been taken was priceless!
During the celebrations Vern was talking to family and friends in attendance and referenced how much the entertainment industry is about rejection, but that it only takes one person to say yes. In regard to Justice Is Mind, that person was me. But in as much as I said yes, it was also Vern and the countless others that said yes to me and to an untested project.
The Justice Is Mind project is now over five years strong. Through the writing, production and distribution, so many of us have become friends and have kept in contact. Yes, I’m looking forward to working with many of the actors and crew from Justice on my next project. In fact, with one project I’m working on now I don’t even know if auditions will be necessary. Why? Because I plan to offer parts and positions to those I’ve worked with previously. I don’t need to worry about on screen chemistry or whether or not these folks get along.
When I read these stores on IndieWire about Tribeca and Cannes that discuss distribution and the market, I am reminded about the challenges this industry faces. But nothing is more challenging than casting the right actors or securing a solid crew. I don’t care how great the screenplay is, without them breathing life into it your project goes nowhere.
Of course you always bring new people into the fold. That’s what this industry is all about. Meeting new people and expanding your horizons. It’s an industry of risk and chances but more importantly opportunity. If you look at my projects from First World, to Evidence to Justice Is Mind, you will see some familiar names.