The one thing I learned when publishing magazines is that your distributors, in all their forms, are your partners. Produce a good magazine and it will sell. Likewise, the same is true for a movie. But all this requires marketing on a day to day basis. A case in point, would be our last United States theatrical screening at the Chatham Orpheum theatre in September. It was a partnership between their theatre and Justice Is Mind. We both had one goal, sell as many tickets as possible and generate press. Not only did we have a great turnout and positive press, we also established a great post screening working relationship.
I’m delighted to announce that the Chatham Orpheum Post Production Services delivered our first DCP of Justice Is Mind last week! Some of you may be wondering what a DCP is. To quote Wikipedia, “A Digital Cinema Package (DCP) is a collection of digital files used to store and convey Digital cinema (DC) audio, image, and data streams.” While we always had our theatrical DVDs, now we have another theatrical option with DCP.
While I have yet to come across a theatre that can’t play from a DVD, it’s great that we now have a DCP option as the majority of theatres across the United States have converted to a digital format. I don’t profess to be an expert on this tech, but theatres do like to have this option. That being said, when Justice Is Mind was released in 2013 better than ½ the theatres we screened in still had not converted to digital. In the end, this just gives us another option. My special thanks to the Chatham Orpheum for their great work! To learn more about their DCP services please visit their website or email them at this address.
If the cyber-attack on Sony and subsequent pull of The Interview from the major chains demonstrated anything, it is that theatres are your partners and communication is key. While VOD is of course important, I still believe in the release model of theatrical distribution first followed by VOD. I think trying to marginalize theatres is a mistake. I read this past week about a film that got into Sundance, didn’t receive a distribution deal they thought was worth anything and is now is trying to fund a theatrical release by renting theatres and “then fans can pay what they want to see the film”. Aside from not agreeing with four walling (renting) for a variety of reasons, a pay what you want is a horrible precedent to set. In all our theatrical screenings, audiences paid whatever the general ticket price was for that theatre and market.
Margins in this business are squeezed enough for everyone. Do you admit someone to watch a movie in a theatre for $1 when the person behind them was going to pay $10? As my business partner said the other day there is an issue with perception in value. Yes, for VOD, the $1.99 rental is pretty standard. But the economics of that rate for a theatrical screening (via paying what you want) just won’t cover costs. Because what this all comes down to is how do investors get paid back when margins are so thin. It’s just simple economics of cost and revenue.
As I hit the 100 page mark of the sequel to Justice Is Mind this weekend, I truly wonder what the marketplace will be like by the time that film is released.
Who would have thought that just over a year after our world premiere we would be part of worldwide online contest, have a theatrical screening, go live on one of the world’s largest VOD platforms and have an international premiere in just over a month on an ocean liner? What this tells me is that all films are not created equal in terms of “following the book of distribution” and that sometimes things just take time to build. But to say I am thankful to the cast, crew, theaters, reporters and distributors that have worked with us would be a vast understatement. And then there are the audiences that have supported Justice Is Mind since the beginning. From a social post to attending a screening, without an audience a project will goes nowhere.
On Thursday, September 11, Justice Is Mind went live on Viewster’s Online Film Festival. Click this link to watch for FREE. In addition you can vote, comment and participate with social media for the opportunity to win a free trip for two to London! For those of you that will share our link socially, Viewster asks that you include the hashtag #VOFF. Please hashtag #JUSTICEISMIND as well! Our official press release can be found at this link.
And this coming Thursday, September 18, Justice Is Mind will have its Cape Cod Premiere at the Chatham Orpheum Theater. While this will be our 19th screening, for me personally, I’m really looking forward to seeing some of the “Justice family” again. Indeed, I was quoted about that in the Cape Cod Times this past week in a great article of support for the screening. I’ve been involved in so many productions and events over the years but, for some reason, Justice is special. The reporter asked me about this and my response was pretty straight forward, all of us involved were on a collective mission to see the project all the way to the end. I know I’ve set the bar high for my next film, but that’s what this industry is all about raising the bar. Speaking of bar, they have one at the Chatham Orpheum. I will most certainly be having a drink…or two!
I also wanted to extend a thank you to the Cape Cod Chronicle and the Worcester Herald for their coverage of our September 18 screening. Supportive media are a driving component to building audiences.
But it was this morning that Justice Is Mind went live on its first major VOD platform through Kinonation. I’m pleased to announce that Justice is available on Amazon Prime and Instant Video. Now in addition to Viewster’s 18 million plus, we are part of a platform with Amazon that not only delivers 20 million plus through Amazon Prime, but another countless millions through Amazon Instant Video. For anyone that has purchased anything through Amazon, or sells on Amazon, we are all aware of the power of this platform. Like Viewster, Amazon is algorithm based. The more views, comments (good or bad), likes, shares, etc. helps a film succeed. I can only speak from experience working with them on First World. A special thanks to Roger Jackson and his team at Kinonation. Filmmakers, check them out. They are great to work with.
Next stop…The Chatham Orpheum Theater!
On September 11, 2014 at 3 PM GMT the Viewster Online Film Festival (#VOFF) will commence and run through September 25. The public will decide if Justice Is Mind advances to the jury who will announce the winners at the Raindance Film Festival in the United Kingdom on October 5th. While everyone wants to win, I’m just honored that Justice Is Mind was selected. For the first time, worldwide audiences will have the opportunity to see Justice Is Mind online for FREE. As soon as the direct link to Justice Is Mind is sent to us by Viewster, I will post it here…and promote the hell out of it!
What’s terrific about Viewster’s festival schedule is that, for our film, it runs right through our Cape Code Premiere on September 18 at the Chatham Orpheum Theater. This is akin to the popular “day and date” releases I have been reading about for the last few years. How it impacts on Justice Is Mind will be very interesting. Will we see a spike in votes? Praise? Critiques? Whatever plays out, it can only help.
The one thing all filmmakers love is organization. Both Viewster and the Chatham Orpheum Theater are so wonderfully organized. From the “creators kit” Viewster sends its filmmakers to the Chatham Orpheum’s staff and marketing team, it’s a filmmakers dream working with organizations that want to work with you.
I know it sounds cliché, but we are all in this together. VOD platforms and theaters need quality content and filmmakers need distribution outlets from traditional to digital. As I’ve said before, I will say again, I cannot stress enough the importance of both. Theatrical screenings build audience, awareness and press that just benefits you when you go to VOD. Likewise, VOD provides long term revenue to filmmakers. The old adage if you build it they will come, in my view, just doesn’t apply to movies. You have to market to call attention to yourself. If you aren’t going to toot your own horn who is?
Speaking about promoting, I’ve been reading the daily trade reports coming out of the Toronto International Film Festival. Again, it’s an honor if your film is selected, but dear lord the competition for attention is beyond the beyond. When you read about the quiet market and how distributors are now placing films with A list cast on direct platforms like Vimeo on Demand, you know this is an industry in transition. But I still hold true to consumer curation. As long as a film is “findable”, audiences will watch what they want to watch either in a theater or online.
For anyone that has followed me on any regular basis, you know I’m all about marketing. Simply put it doesn’t matter what you do if nobody knows about it. When I first published niche sports magazines in the early 1990s, well before anything called the internet, we had, and still do to some degree, this wonderful device called direct mail. You can be sure that when the net came into reality I put our web address on our direct mail efforts. I was advised by so many “experts” not to do that. Seriously. Isn’t it up to the consumer how they want to buy your product? The same holds true for film, you just have to be in as many places as possible. You want to hear conversations like, “I saw this at the Orpheum” “I watched it on Viewster” and after October “I saw it on the Queen Elizabeth”.
From the global platform of Viewster to the intimate audiences at a state of the art theater like the Chatham Orpheum, this will be a tremendously exciting month for Justice Is Mind.
Day and date.
The Barnstable Patriot summed up Justice Is Mind nicely, “In the film, past life memory and future mind tapping by machines merge in a psychological thriller, which develops slowly and then grips you with its logical twists and mysteries, haunting you afterward.”
From September 11-25, Justice Is Mind will be part of Viewster’s Online Film Festival (#VOFF). Their theme for this festival is “Be Afraid. Be Very Afraid”. There have been several moments after our screenings when attendees have said they are “scared” for this technology. In fact, one attendee at a screening even said something along the lines they are “terrified “of what these “mind reading” machines could do.
Point in fact, maybe they should be scared or at least concerned. An article was published in the International Business Times this week titled, “Mind Reader: Meet The Man Who Records and Stores Your Thoughts, Dreams and Memories.” The subtitle “US startup MMT has become the first to commercialise the storing of memories.” Is the technology I postulate in Justice Is Mind here in 2014? I’m not sure. But one thing is certain from all the articles about mind-reading that have been published over the last year, this technology will be science fact in the future and it will be part of our everyday lives. I simply envision it to be as commonplace as checking a box before you have an MRI. Do you want an FVMRI?
For sure, Viewster will open up an international market for Justice Is Mind. Domestically, I could not be more excited for our Cape Cod Premiere on September 18 at the Chatham Orpheum Theater. With so many films looking for an audience, that’s exactly what theatrical screenings do – build audiences, awareness and, just as important, press. What better way to launch onto Viewster’s festival when you have over 100,000 Google entries along with audiences that have seen the film and journalists that have reported on it pushing awareness.
These September initiatives will push nicely into October when Justice Is Mind has its International Premiere on Cunard’s Queen Elizabeth ocean liner on October 29. Part of the onboard program will be a filmmaking seminar I’ll be presenting to guests a few days before. It’s a 45 minute PowerPoint presentation that will introduce attendees to the world of independent filmmaking. When one considers what goes into making a feature film, I think audiences will have a whole new appreciation on the process.
What Adrien Brody said in The Wrap really sums up the efforts of so many of us in this industry, “It is obviously a very competitive profession. It takes a tremendous amount of luck to be at the right place and the right time and to nail it when given the opportunity.” Having worked on both sides of the camera I could not agree more. To say this industry is competitive is an understatement. It takes tremendous will, determination and perseverance. In closing I am reminded about a quote from the character Paul McGill in Barbara Taylor Bradford’s A Women of Substance.
“We are each the authors of our own lives.”
Since Justice Is Mind premiered last August I’ve been interviewed by a variety of reporters. Whether they were about the legal aspects, the loss of privacy or the science fiction of the FVMRI procedure, each one of these interviews had a particular angle. For the record, I am beyond thankful for each article. As a former magazine publisher I know how inundated editors and reporters are from the countless pitches they receive. When they take the time to write about our independent film it makes this journey all the more special.
This past week I was interviewed by a reporter who asked me what my motivation was to make Justice Is Mind given how hard this industry is. My answer came quick, “To see it accomplished.” When one thinks of the numerous obstacles one must overcome to produce, complete and distribute a feature film, there is an innate sense of satisfaction seeing a project years in the making go from thought to screen. I remember sitting next to my best friend and her husband who backed the film in Albany, NY at our world premiere, and being beyond excited to see the start of Justice Is Mind on the big screen. Indeed, I know this excitement was shared with the over 200 people involved to make Justice Is Mind a reality.
As I’ve said before, I’ll say again, navigating this industry is not easy by any stretch. No matter what side of the camera you are on, the competition is endless. I shudder to think how many times we all heard the word “no” throughout our respective journeys. A couple of weeks ago when a parent asked me what advice I could offer his son who wanted to be an actor, I offered the same answer a producer gave me when I was 18, “You have to want this industry more than anything.” Watch the movie All About Eve when the character Bill Sampson sums up what it takes.
The next two months will be nicely busy for Justice Is Mind. With our Cape Cod premiere on September 18 at the Chatham Orpheum Theater, the Viewster Online Film Festival from September 11-25 and our international premiere on Cunard Line’s Queen Elizabeth on October 29, the journey continues. Part of this journey was the Chatham Orpheum Theater’s press release. Check it out at this link.
And while Justice Is Mind is introduced to new audiences, I continue to present First World and SOS United States. When I set out to write a screenplay, I write a story that’s interesting to me. Who would have thought that when Justice Is Mind was released that mind-reading and loss of privacy would be so front and center in the news. With First World it has been interesting to see where China is today with their space program versus when I wrote the script in 2006. As for SOS United States, who could have guessed that the military situations I presented in that story are so prevalent now. But putting that all aside, if it’s one thing I learned about investors, the pitch process is never the same as they all have different motivations. Adaptability is key.
The voyage continues.
It was one year ago to the day (tomorrow technically) that Justice Is Mind had its world premiere at the Capital District Film Festival in Albany, New York at the beautiful Palace Theatre. Family and friends of cast and crew were coming in from all over the United States to celebrate the debut of an independent film four years in the making. I might add that the weather was perfect.
Although my mother and I arrived the day before it wasn’t long that I started to see some of the actors that I hadn’t seen since we wrapped production the previous October. I remember one of the first people I saw was Mary Wexler who plays Judge Wagner. We were having lunch and I said to my mother, “Here comes the judge!” Our world premiere wasn’t just the debut of Justice Is Mind it was a great reunion of new friends.
The premiere went off without a hitch. No sooner did I arrive home and I started to work the phones and email. I was already pitching Justice Is Mind to distributors and I was waiting to hear back from certain film festivals we submitted to, but since Albany the film had a momentum. A momentum I wasn’t going to put on hold while waiting for others to get back to me. Before I knew it, we had the Massachusetts premiere at the Strand Theatre followed by the Maine premiere at the Levitt Theatre and so on. The theatrical screenings continued and included universities and science fiction conventions. Justice Is Mind was finding its way in a sea of films looking for attention.
With our international premiere coming up on October 29 on Cunard Line’s Queen Elizabeth, I am delighted to announce two new developments since my last post. Justice Is Mind will have its Cape Cod premiere on September 18 at the beautifully restored Chatham Orpheum Theater in Chatham, Massachusetts! And on the film festival front Justice was accepted into the Viewster Online Film Festival out of Zurich, Switzerland that will commence on September 11 and run until the 25th! I’d say it was a good week.
When I was looking through the collection of photos taken during our many travels this year, I cannot be more thankful to the cast, crew, theatres and patrons that have supported Justice Is Mind. Generally a film is released, plays theatres for a bit and then goes to VOD/DVD in what is becoming increasingly shorter windows. But here we are, a full year later, and Justice Is Mind is still…dare I say it…top of mind?
I think what has made this journey so successful is that all of us associated with Justice, and even our partners along the way, have taken a collective approach to promoting the film to the best of our ability without taking the spotlight off the project. The amount of work that goes into making a feature film is colossal. Sure, we all have “next projects” we are working on, but as long as there is an interest, as long as there is the will, there is always a…