There is nothing more exciting as a filmmaker than seeing your film come to life in a theatre. It is in that moment that the memories of its development and production come to light. The months you spent writing the script and the time it took to raise the funding to make the film. And just after you hear “that’s a wrap”, more work begins until you have a completed project. Oh yes, then there is marketing and distribution. Welcome to my world.
This past Thursday was the DCP screen test of Justice Is Mind at Cinemagic in Sturbridge, MA. Although I was more than pleased with our theatrical DVDs, the clarity and crispness of the DCP was incredible. We’ve screened at two of their theatres before, but this was the first time I saw a DCP of the film. Some of you may be asking, what the hell is a DCP?
A DCP is a Digital Cinema Package. It’s what theatres now generally receive from the studios, distributors and filmmakers. While I have yet to come across a theatre that cannot play a DVD, the default standard now is DCP. And my thanks again to the Chatham Orpheum theatre for making our DCP.
On August 18 Justice Is Mind will celebrate its 2nd Anniversary with a special event screening at Cinemagic. Although this will be our 21st screening, I treat each screening like it’s the first one. I still feel like a kid in a candy store when I see Justice come to life on the big screen. The day I don’t feel that way is the day I set sail from this industry. I was particularly reflective when I was reviewing the last five minutes of the film and the credits started to roll. When you see over 200 names and companies, you quickly realize it takes a small army to make a film.
But this is an industry that never rests. Since the world premiere of Justice in 2013, I have written the political thriller SOS United States and In Mind We Trust, the sequel to Justice Is Mind. The pitch process is just as much on the front lines now as it was when I was presenting Justice in 2011. Just this week, I pitched First World to a producer that I thought for sure would have been interested (Chinese investor). It was a quick pass. Instead he asked what else I have in my slate and is now looking at SOS United States and In Mind We Trust.
Just as Justice Is Mind came together, the same formula and efforts apply to my other projects. At the end of the day, not only do you need to find the right producing partners, but almost literally the planets need to line up just right. It’s one thing to follow a film market like Cannes, AFM and Toronto and read about X projects that got picked up, funded or whatever. What is never talked about are the countless projects looking for some sort of home. Thankfully, Justice Is Mind has found a home.
So as I ramp up marketing plans for the 2nd Anniversary screening of Justice Is Mind, writing Winds of Fall continues while presentations move forward on SOS United States, First World and In Mind We Trust.
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.