I arrived at the theater shortly after 8 AM on Tuesday for a complete run through of Justice Is Mind prior to the festivities that evening. Why? Although we screened the film twenty times before, this was the first screening in a DCP format. Although the file was QC’d (quality control), I had to make sure there were no issues. Here I was sitting alone in a theater watching the highest quality of the film unfold. I normally don’t watch the end credits roll to the end, but this time I did reflecting on the literal army of people involved in the making of Justice Is Mind.
No sooner did my mother and I arrive back in Sturbridge later in the afternoon did the reunion start. First Jeremy Blaiklock, our Director of Photography, joined us for a drink and then Vernon Aldershoff, who stars as Henri Miller, came over to our table for a visit. It was then that this screening took on a new meaning for me—it was a reunion.
One by one they started to arrive. While I have seen the majority of them at various screenings, I was particularly excited to see Robin Ann Rapoport who plays Margaret Miller. The last time I saw her was at the world premiere two years ago. In all honesty, while we are all involved in other projects and jobs, it was like we just saw each other yesterday. So many of us remarked that, for whatever reason, this project has kept the “JIM family” together. But in the end, it does come down to performing for an audience.
As the end credits started to roll for me a second time that day, suddenly the audience started to applaud. We’ve had applause before, but I don’t remember it being this enthusiastic. This was an audience that got the story. They knew when to laugh and when to take certain moments seriously. Their comments after is truly what this process is all about. When a reporter said to me the next day in an email, “The film was excellent! I loved the style! It definitely was similar to Law & Order, like you previously told me!” As a filmmaker accolades like this are always great to hear!
After the screening many of us went to dinner and for the first time in the history of this project we just sat and enjoyed each other’s company. And, shockingly, we talked about things other than the film industry! But, of course, we all want to work together again.
I cannot thank the “JIM family” the media and Cinemagic enough for making the second anniversary screening of Justice Is Mind such a special occasion. It’s one for our history books.
So while I continue to present Justice for future screenings, events and distribution possibilities, my primary efforts are focusing on the next project. As the last five years can attest, I don’t jump into projects lightly. I believe in quality over quantity because at the end of the day it all comes down to two words.
Last week I wrote about the five year journey of Justice Is Mind. This past week proved that time, perseverance and indeed patience pays off. Unless you are in the lexicon of the literal handful of filmmakers that can roll out of bed, utter an idea and get national attention, pounding the pavement is what the rest of us do.
It was early May when the idea for a second anniversary screening for Justice Is Mind came to me. While I’m beyond thankful to all our theatrical partners, having worked with Cinemagic on two previous occasions (New Hampshire premiere and Sturbridge), pitching them again was a logical choice. Sturbridge, Massachusetts is centrally located (where we shot most of Justice), the film looked fantastic in this theater and we had a record audience after solid media placements in the local press.
Having been a magazine publisher for over ten years, I can well appreciate being on the other side of the desk when I was being pitched a story. The key, as I’ve long learned, is to have an angle for all concerned. I wrapped up my final interview last week, forwarded a variety of requested artwork and then waited. To say I am pleased with the result would be an understatement.
Our early placements first appeared in the Worcester Herald and The Examiner a couple of weeks ago. Those early placements helped awareness enormously. This week our efforts continued. First, a listing in The New Uxbridge Times, then a feature showed up in the South County edition of the Yankee Shopper, followed by a complete pick up of our press release in the Auburn and Sturbridge editions of Smart Shopper and then a great cover page story in the Sturbridge Villager. What I love about these publications is that they are direct mailed to households in their region.
When Worcester Magazine first ran a feature on Justice Is Mind in 2013 I was elated. They really captured the essence of the film at a time when the project really didn’t have any history aside from just being released. Flash forward to 2015 with a new editor and writing team and they were interested in our progress to date. The result was a wonderful two page spread that captured the entire project over our five year mission. It was made even more special as they had a photographer shoot Jamie Blash and me at Four Winds Farm. Jamie runs the farm and was featured as the horse trainer in Justice Is Mind. Her farm was also one of our locations. I am beyond thankful to all these outlets for their continued support.
And while Justice Is Mind has been fortunate to have some excellent reviews and great coverage tied to our theatrical screenings, national media attention has been elusive. Look, I get it, thousands of films are produced every year and to get the attention of a national media outlet really does take time, something unique or just plain luck. But the combination of all three I think worked in our favor.
I had completed the interview a couple of weeks earlier but kept it to myself as I know full well that the national media landscape changes quicker than New England weather. The writer even messaged me early Thursday morning to say she was waiting to see if they would either publish or reject her story. I learned years ago that unless you are doing live TV, there is simply no guarantee that your story will run—it doesn’t matter how great you think it is!
Just as I was getting ready to light a cigar (I love cigars!), Pamela Glasner messaged me. The Huffington Post published her story – Arrested Memory “Justice Is Mind”. In that moment all that had been worked on by so many was now receiving national media attention. On that scale, it is simply an honor to be acknowledged for your work. But indeed this accolade is shared with each and every one of us involved in Justice Is Mind. I know we all join in saying at least these three words,
Thank you Pamela!