Since Justice Is Mind had its world premiere on August 18, 2013, we have been very fortunate to secure media placements in connection with our screenings. While social media is part of the mix, it is only one ingredient in the recipe. Simply put a third party story drives audiences and awareness. These placements do not come automatically. A press release is written, the media is sourced and then the pitch is made. Each outlet has a defined set of criteria from frequency to what their audience wants. As a former magazine publisher, I remember what used to get my attention and what was quickly discarded. What I find is that it usually comes down to timing and if a subject matter is going to be interesting to their readership.
As we are now moving towards VOD and foreign screenings, I’ve started to present Justice to reviewers for consideration. Just having a film on a VOD platform isn’t enough, you seriously have to light a fire of awareness to drive traffic (just like our theatrical screenings).
When William Meeker of Frisco Kid at the Movies was interested in reviewing Justice, I was really looking forward to what he thought about the film. His reviews are thoughtful, detailed and thorough. I’m pleased to present his review of Justice Is Mind at this link.
With his four star review, as a filmmaker, I particularly enjoyed his statement, “Lund’s screenplay achieves Hunter’s recommended individualism by setting these topics in the context of relevant and important sociopolitical issues currently being debated in the United States.” Suffice to say, these are the points I wanted to make in the film. But it’s not just about what I enjoyed, it’s the whole evaluation of the film that really made his review stand out.
Our May 19 screening at The Elm Draught House Cinema is coming up soon and with that we turn to local media, most of which is scheduled to run this coming week. First, I could not be more thankful to Bob Leveillee of Pizza Post for his support. From the radio spot he is running, to the local media in connection with his business. While the phrase “win win” is terribly overused in the world of business, this is a perfect example of how it should work—Justice Is Mind and Pizza Post increase their awareness and customer base through mutual cooperation. In an overly complicated world of “buzzwords” on how to market (particularly a film), it really comes down to a tried and true concept of joint benefit. As I’ve so often had to say to those that try to over analyze the world of marketing, “We aren’t launching a space shuttle, we are [fill in the blank].”
Speaking of the space shuttle, I am back to presenting First World and SOS United States to producers and investors. On that note an investor who has financed film projects has requested both scripts and business plans. This is a journey that every filmmaker makes. It is a journey that takes time, planning and above all patience. With Cannes underway we are already seeing some very interesting, but not surprising, reports in the Hollywood Reporter “Take Note, Hollywood: The New Movie Money is Here” and “Cannes: Fewer Star-Fueled Projects Are Coming to a Lean Market.”
“I am particularly impressed with the strong performance of…” – Frisco Kid at the Movies.