Capturing the essence of a movie usually starts with the one sheet (poster), followed by stills and then the trailer. It’s about developing the film’s brand and the PR campaign around it. For First Signal, the first official one sheet was designed by Daniel Elek-Diamanta (who is also our composer). The poster represents the famed “Earthrise” photo from Apollo 8 along with some sort of alien satellite or ship between the Moon and Earth. As the First Signal story is rooted in the Apollo space program, I thought the blend of science fact with fiction would make for a compelling picture.
With editing well underway, the next step in the branding process is to tell First Signal’s story through carefully chosen stills. Quoting Arthur Brisbane from an article in 1911, “Use a picture. It’s worth a thousand words.”
Our first “picture” tells part of the First Signal story with Air Force One arriving in Brussels, Belgium. To the casual observer they just see Air Force One over a newscast. But for those that are following First Signal, they will see much more. Not only does the still lend to the logline, an emergency meeting with the President, it represents the arrival of Earth’s most well-known plane. I say Earth’s because something else arrives later in the story. The rotating planet Earth in the chyron graphic is later identified as another world. But it’s the crisis in Ukraine that leads to a government conspiracy to thwart an insurgent military action that’s at the heart of the First Signal story.
Over the weeks and months ahead, the idea is to create a campaign to bring awareness to First Signal for its release in 2020. When you consider the tens of thousands of films made in any given year, the marketing and communications efforts need to be just as well thought out and planned as principal photography was. For First Signal it’s about building off our early press.
As for building, next week I start the research process for AFM. But prior to AFM, I’ll be presenting First Signal next week to some interested parties that are traveling to Toronto.
Finally, I’m re-presenting First Signal’s one sheet now with credits. As you will see, it truly does take a village to make a motion picture. While a director has a vision and acts as conductor, they are only as good as their orchestra.
As a filmmaker there’s nothing quite like seeing that first rough cut in post-production. You wonder what it will look like. You wonder if the years you’ve spent pulling it all together was worth it. A film is not a play where things can generally be adjusted because you change your mind about something. As Bill Sampson said in All About Eve, “There’s nothing you can do, you’re trapped, you’re in a tin can.” If the 18 minutes of the first rough cut are any indication, First Signal isn’t trapped!
Building a film in post-production is akin to the prefabrication we see today in the construction world. Have you ever seen how a ship is built? Sections are built elsewhere, shipped and then assembled in one location. That’s pretty much how a film is born. Shots are created offsite and assembled in one location according to the script (the blueprint). I have one cardinal rule in post-production, we don’t deviate from the script. The shots are created for the script, not the other way around.
When Justice Is Mind was in post-production, I remember receiving emails from some of the actors wondering if their scenes were being cut. My response was generally always the same, why would I cut something that I wrote in the first place? In the end, nothing was cut. The result was a complete story.
Some years ago I was cast in an independent film. The script was solid and all of us associated with it were looking forward to the end result. Well, the end result was an over-edited product that didn’t resemble the script we were handed a year earlier. A completed film is just that a product—one that must be promoted and marketed.
With the 6th anniversary of Justice Is Mind tomorrow, I can’t help but think of the promoting and marketing I did for that film. I still, whenever an opportunity presents itself, market that film wherever I can – why wouldn’t I? I see so many projects being hyped during the production process just to wither away in post-production. For me post is the most exciting. Not only are you building a product but you are laying the groundwork for its release.
For First Signal that groundwork includes the completion of the first 11 minutes of the film in the next few weeks. Why so quickly? Just over a month prior to AFM is when I start my pitch process for meetings. Although AFM is in November, time moves quickly in post-production and meetings are set about a month in advance. The idea with this footage is to show prospective buyers what the film will look like.
Although First Signal is in post-production, I still had some casting to do – a voice over artist for a newscast. There are so many services for voice over artists, but I found Fiverr to be the best. Although there is just one newscast in First Signal, it opens the film. I needed a voice that “broadcast” as a newscaster and sounded believable. Needless to say, we found that voice.