Yesterday I ran into a colleague I hadn’t seen in few years. The first thing he asked me was “How’s the writing going?” I told him about First Signal and a few other things going on. As he runs a successful business in Worcester, I asked him how the salon was. He responded “Busy.” I really didn’t have to ask him that because I know his salon is always busy. He’s been working on building his brand for years.
It took some years to build my brand in figure skating and equally as long as a writer and filmmaker outside of the sport. Building a brand isn’t something that happens overnight. It builds from one project to another. However, we now live in a world where people think that having a large social media following is a brand. Social media, in my view, is great for amplifying what you’re doing in the real world. But without a foundation of something, it’s just likes.
When I started to revive the First World Universe to write First Signal a few years ago, I realized after reviewing all my original material and the media we had at the time, that I created a unique brand. One with its own voice. With First Signal I finally had the opportunity to present this world as a feature film. The first in what I hope to be a series of films in the First World Universe.
With the trailer nearly complete, the marketing train will soon be leaving the station. Once it leaves it can’t come back. While post-production has been going on in earnest with countless notes with the editor, composer and VFX artist, I’ve been working out the marketing plans for the trailer and ultimately the feature. All of us on the post-production team know how important it is for the trailer to present the film. At the end of the day it’s about selling the feature.
As for the First World Universe, I’m just over the thirty-page mark for the sequel. This is the story that takes place before the events in First World. In my view, writing a sequel is no easy feat. You must balance the established characters and their stories with something new. I think one of the most interesting sequels was 2010 from the legendary 2001. Starring Roy Scheider, John Lithgow and Helen Mirren, 2010 created a wonderful “what if” possibility.
In the sequel to First Signal the following dialogue happens in the Oval Office
“Exactly. Now he’s operating covertly and illegally. If you lose and Reager legitimately controls the military and his commander in chief is complicit, history books won’t judge your actions today, because they’ll be none left. It will be the end of civilization.” – Elisabeth Seward, National Security Advisor to President Helen Colton
That dialogue derives from actions around Operation Troy in First Signal.
“General if I sign this. What’s the objective of Operation Troy?” – Helen Colton, President, United States of America.
“Identification.” – General John Reager, Commander, Air Force Space Command
This week I write the draft press release and email newsletter to announce the trailer. As for when the trailer will be released? Sometime in February
To be a theatrical marketer you just have to do what I do when I go to the movies these days—you find someplace to sit in the lobby and look at theatergoers. I’ve worked in consumer marketing in one form or another for over twenty years and it just comes down to patterns. First, as a magazine publisher and then as a filmmaker. In the former, I targeted the fans of a particular sport (age didn’t really matter), but in the latter it’s a demographic.
Since I wrote First World back in 2006, and produced a short film version in 2007, I’ve known for some years that attendees of the science fiction convention circuit generally skewed in my age group (I was born in 1965). So when I wrote Justice Is Mind in 2010, I thought it would generally appeal to an older audience who may have counted TV series like Law & Order as their favorites along with films like The Andromeda Strain and the more contemporary Gattaca. The theatrical release of Justice Is Mind proved my theory when the majority of those that attended our screenings were 40+ and evenly split between men and women.
Of course, when you’re writing a screenplay it’s all guesswork isn’t it? Despite the best laid plans you really have no clue how it’s going to do. Yes, studios and some filmmakers do test screenings, but unless you are going to poll the entire country you just have to hope your film will find an audience through your marketing plan. But one demographic that is doing exceeding well are older audiences. Before there was Netflix, Amazon, and even Blockbuster, we went to the movies. Seeing a movie in a theater was an experience you weren’t going to get on television. I’m not discounting the importance of the younger generation that of course goes to the movies, but the generation I’m in is a bit more predictable – they want to see great stories come to life on the big screen.
As for great stories, I saw Trumbo this week and just thought it was a brilliant film. For me, I’ve always been interested in stories that revolve around the Golden Age of Hollywood and the Cold War. Throw both of those interests in and I’ll be the first to buy a ticket! Trumbo did not disappoint. Considering the ground it covered in 124 minutes, the story really captured a time in Hollywood and a political climate in the United States all those decades ago that I believe we are feeling now in the 21st century. You know what they say about history, it has a nasty habit of repeating itself.
As an article in The Wall Street Journal stated this week, there is a booming business in grown up films. When the $600,000 budgeted film Grandma returns $7 million in box office, that’s a serious profit and a business model that works.