Marketing planet Earth one project at a time.

Posts tagged “Ice Network

Market Projection

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The USS Massachusetts at Battleship Cove.

Yesterday I attended the annual World War II Saturday at Battleship Cove. While there seemed to be less reenactors than last year, I found it just as engaging and interesting. If I come away with having learned a few more moments during that time in history, it’s well worth the visit.

By example, I learned some interesting details behind the Sino-American Cooperative Organization (SACO). Sure, I was generally aware that the United States and China had some sort of cooperation during the war, but when it’s illuminated it puts it in perspective. That “perspective” continued after SACO dissolved which was followed by China’s civil war.

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Justice Is Mind was picked up by China Mobile.

Speaking of China, Justice Is Mind has been picked up by China Mobile as a flat licensing deal. As I understand from our distributor, it’s now going through censorship and localization on their end. It will certainly be a milestone to break into the Chinese market. One does not need to be a filmmaker or read the industry trades to know that China is one of the leading film markets.

Given the tumultuous state of U.S. box office revenue this year, it’s imperative that these foreign markets are available to filmmakers.  For Justice Is Mind and First World our primary foreign market is the United Kingdom. I have also noticed that viewership in Japan is picking up.  But one driving force that continues to put films front and center is the importance of a marketing plan.

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Target marketing with Serpentine: The Short Program

I can’t tell you how many times the marketing plan for an independent film seems to begin and stop at the industry trades. Never mind when you read the first cut to studio budgets seem to be in marketing.  As I have often said you can have the greatest project in the world but if nobody knows about it nobody will care.

As soon as I finish writing a script, I start working on the marketing plan in terms of a target audience.  With distributors relying more and more on filmmakers to assist in the marketing plan, there really needs to be one in place before the first scene is shot. With First World it was science fiction conventions. With Justice Is Mind it was law schools and universities that focused on neuroscience. With Serpentine: The Short Program it was the Ice Network. Yes, like the aforementioned, films have their primary target audience then they broaden out from there.

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Target marketing with Justice Is Mind.

Amazon is a perfect example of that. Someone might have heard about Justice Is Mind from our primary plan, but found the film on Amazon. Their algorithm then points customers to other recommended films. At that point the plan is relatively complete. But it all starts with that primary plan to push consumer awareness then generally continues with social media and other digital marketing tactics on an ongoing basis.

It’s hard to believe that it was five years ago this month that we were producing Justice Is Mind. Yet here we are five years later with new markets opening. The greatest thing about the world of film is discovery. It doesn’t matter when the film was made, it’s about when a customer learns about it for the first time. In today’s world of VOD a film no longer has a shelf-life.

Plans.

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Memory Avenue

IMAG1684I was walking down Park Avenue in New York City last Thursday on a way to a meeting and soon found myself strolling down memory lane. 3 Park Avenue started to loom higher and higher as I walked toward 20th street. It’s not the tallest building in the city by any measure, but the memory it holds for me was my first job in the big apple. The year was 1983 and it was a mailing list company. Of course it’s 2017 so I stopped to take a picture of the building and posted it to social media.

Time has flown since those early days. Did that first job help in my quest to become a magazine publisher years later? Did it lay some sort of foundation to my TV work? Then films? That of course is hard to tell, but I do believe every experience leads to another that builds to another. Some jobs we love and some we detest. At best we learn from the experience and move on. This first job was fine. It did teach me how mailing lists were sourced and sold.

The meeting I had was part of a larger goal of mine. Let’s just say that since I reactivated my SAG-AFTRA membership I’ve been looking into things.  But like so many I see on social media these days, I don’t broadcast every detail of my business activities until either a deal is done or it makes sense to do so. Seriously, why take the chance that a premature post could jeopardize a future opportunity (and don’t even get me started about those that take to social media complaining they didn’t get a part!)? Look none of us are perfect when it comes to social media. In the old days we would call our best friend and just rant on the phone, now it’s a quick post so the world can see…the world!

But while I was reflective of the past, I don’t live in it.  In those early days it was a literal production to get the word out on something. You had to hope that a radio station, newspaper or TV network picked up what you were pitching. Now you can broadcast live on social media. Indeed, it has democratized the world of promotion and is a godsend to the entertainment industry.

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With Lois Elfman at Dos Caminos in New York City.

Would I have been able to reach around the world with First World, Evidence, Justice Is Mind or Serpentine: The Short Program with the budget I had? Never. But like the days before social/electronic media, you still need a message. You just can’t post “watch me” you need to give someone a reason to in the first place. In my early days of publishing, my press releases would be faxed, now they are electronic. But they are press releases with the same general substance of title, summary and body.  The adage some things don’t change is true. And there’s nothing wrong with that.

As for things not changing, a trip to New York wouldn’t be complete without meeting Lois Elfman, my former business partner, for dinner. It was over dinner twenty years ago when I mentioned to Lois my intention to start a figure skating magazine. Now decades later it’s other projects. My thanks to her again for the great article about Serpentine she wrote for the Ice Network and securing the film’s distribution on their VOD platform.

Next post.

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The Marquee

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There is something to be said about arriving at a theater and seeing not one but two of your films on the marquee. Yes, it’s like being a kid in a candy store. Because it is in that moment that all the work that has gone in to making a film is celebrated.

And celebrate we did. One by one family, friends, actors and crew started to arrive. Some I saw as recently as a couple of weeks ago, others it’s been a few years. But in the moment it feels like it was just yesterday. And heavens knows there were many yesterdays to get to this point!

After a reception in the lobby of the Strand Theatre, I made my opening remarks and then Justice Is Mind began. I was sitting next to Vernon Aldershoff and he said to me, “It never gets old.” No it doesn’t. And seeing the film in its highest resolution in a DCP format was another highlight.

Of course the highlight of the evening was the world premiere of Serpentine: The Short Program. This is one project that was particularly close to me for a variety of reasons. The moment the film started I was reminded about my days as a skater, teacher, magazine publisher and the TV work I would do around the sport. But it’s not about me, it’s about the product. One that you want audiences to enjoy.

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Serpentine: The Short Program on Amazon Prime in the US, UK, Germany, Austria and Japan.

And it was the next day that audiences around the world were able to stream Serpentine: The Short Program on both Amazon and the Ice Network. So far the numbers look promising and early reviews have been encouraging. But like First World ten years ago, this is an industry of the long haul. Or as we say in figure skating, the long program.

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While VOD is a savior to the independent filmmaker, there is nothing like the theater. Because there is that one moment you’re hoping for that can only happen in a theater. To again quote from All About Eve, it was Eve Harrington that said it best, “If nothing else, there’s applause.” And they did when Serpentine: The Short Program faded to black.

Thank you.

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Some of the cast and crew from Serpentine and Justice Is Mind on March 6, 2017 at The Strand Theatre.


Launch Pad

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Serpentine: The Short Program premieres tomorrow.

The media has reported. The DVD has been tested. We have a green board on Amazon. The file has been transferred to the Ice Network. No, this isn’t LC 39 at Kennedy Space Center, it’s the preparation for the world premiere of Serpentine: The Short Program tomorrow night at The Strand Theatre and on Amazon and the Ice Network the following day.

When launch day, or better known in the industry as “release date” arrives for a film, that’s when the story you’ve worked on for so long is transferred to the audience. As Bill Sampson said in All About Eve, “You’re in a tin can.” Of course in this age the tin can reference is more about DCP and DVD.

This past week was just about some final details, finishing up the copy for various email templates and our official press release as part of the VOD launch on Tuesday.  The highlight was this article that appeared in The Item. While national press is great for general awareness for VOD, there’s nothing like local press that can drive traffic to a theater. This newspaper circulates in Clinton and the neighboring towns.

Tomorrow night looks to be a star studded affair with many of the actors and crew from both films attending. I have to say I love these reunions. Not only does it give everyone a chance to catch up, but to see our collective efforts on the silver screen. And then there is the overlap. Audiences will see several of the actors and crew from Justice Is Mind in Serpentine: The Short Program.

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But with each project comes an expanded network and new processes. While Amazon certainly existed five years ago, the opportunity to distribute directly to several countries did not. Since Evidence premiered at the Strand, the number of VOD platforms has exploded. Not only does this mean the need for programming from TV shows and movies, but the ability to rise above the crowd and be heard.

Like Evidence that resulted in Justice Is Mind, the goal with Serpentine: The Short Program is to develop enough interest to produce the feature film version this year to release after the Winter Olympics in 2018. What this comes down to is building an audience and not getting lost in the crowd. When you consider that there are 10,00050,000 films made a year, you can’t wait for an audience that may never find you, you have to tell them where you are.

As the saying goes, when opportunity knocks you take it. But none of this comes without passion, dedication and being steadfast for the long haul. A haul that can seem like forever until the day arrives.

Standby to launch.

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Cover Story

sturbridge-villager-2Whenever I secure a theatrical screening, one of my goals is to obtain local press to bring awareness to the event. Sure, there’s the requisite social media engagement and Facebook event. But there’s nothing like securing media placements. This week the Sturbridge Villager wrote a terrific cover story on Serpentine and our upcoming premiere at the Strand Theatre on March 6. Not only did reporter Olivia Richman capture the essence of the film, but my background in the sport and passion for filmmaking.

It is about passion when a theatrical screening is on the horizon. For the thousands of independent films that get made every year only a sliver receive any sort of theatrical release or even one time screening. To fully capture that exposure I always seek to have the events “officially” photographed. I’m delighted to report that David Bruno of David Bruno Event Photography will be our official photographer for the evening.

Further to the above it also simply comes down to organization. By the time the day of the event arrives my aim is to actually enjoy the evening rather than running around at the last minute trying to rectify something. This is why I no longer participate in some third party events unless they are produced by professionals. I recall one science fiction convention I was at five years ago when despite my assurance that they had a DVD projector, screen and speakers set up, they didn’t. Compounding the issue was some volunteer lecturing me that their failure was my responsibility. Understand these words, if you dare to put on the hat of producer it is your responsibility to make sure things run smoothly.

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As for distribution, next week I transfer Serpentine: The Short Program to the Ice Network. I have to say it will be great to see Serpentine on both Amazon Prime and the Ice Network. With Amazon being available to over 60 million and the Ice Network reaching figure skating enthusiasts around the world, the VOD distribution plan will bring the awareness this project needs to develop as a feature film.

Of course all these efforts with Serpentine remind me of the days when I first produced Evidence which led to production of Justice Is Mind. In some ways it seems like it was years ago (it was), in others it seems like it was yesterday. Because if it’s the one thing I endeavor to do is to promote my projects at whatever stage they are in. There are regular updates to Facebook pages, Twitter accounts, pitches for development, media and presentations for distribution and screenings.

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Over the course of any given week I get Google Alerts on various subjects I track. One of them, no surprise, is for mind reading. When I received an alert for a recent article in MustTech News I pitched them Justice Is Mind for coverage. I was delighted to receive an email from them about a wonderful review they posted yesterday – “A must-watch film for those in love of thrill and science fiction!” That works!

And it’s back to work next week at the Naval Justice School in Newport, RI. I have to say I’m looking forward to falling back into the character of an NCIS Agent and working with some new actors and JAG students. Out of all the performance work I’ve done, this is the most unique. Not only is this a great acting opportunity from a role-playing point of view, but you learn something in the process about how the legal services work in the Navy, Marine Corps and Coast Guard.

Back to base.

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Back to Newport next week!


The Network

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The Strand  has already started promoting our March 6 screening.

I have often stated that there is so much more into filmmaking than making the film itself. While one naturally wants a quality project that maximizes available resources, it’s also about getting the word out.  Although social media helps, there is nothing like a media placement that drives awareness and needed attention.  Thank you to the Ice Network and Community Advocate for that attention.

This past week Lois Elfman, my former business partner, wrote a great article for the Ice Network.  This article was particularly important for a variety of reasons. First, in addition to the article itself, the Ice Network will also be streaming Serpentine: The Short Program after our March 6 premiere at the Strand Theatre. Second, from 1993 – 2004 Lois and I published a figure skating magazine. For nearly a decade it reigned as the world’s largest under our leadership. There wasn’t a skater, official, ISU member nation or skating club that didn’t know about it. But the Ice Network is today what we published yesterday. Indeed, it was an honor to see this article on their site as it reaches the sport on a worldwide basis.

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It also important to mention that there was a third party to this story, albeit a bit behind the scenes this time. That would be acclaimed skating coach Thomas J. McGinnis who also was our business partner at the skating magazine. Tommy not only saw the vision I had for the magazine at the very beginning, but for Serpentine as well. Thus his much appreciated Executive Producer credit you will see when the film is released.

A film release not only consists of a marketing plan but a test. This past week I went to the Strand Theatre for a DVD test of Serpentine: The Short Program and a DCP test of Justice Is Mind. While the Strand screened Justice back in 2013 from a DVD, we now have the film in a DCP format. Both tests went great. I’ll say this, out of all the theaters I have screened Justice Is Mind the Strand presents the best picture and sound.  There is nothing like seeing your film come to life on the big screen and that thrill was just as exciting with Serpentine.

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The screen test of Serpentine at the Strand Theatre.

Serpentine: The Short Program also got the green light from Amazon Instant Video this week. I say green light because that’s literally what happens with the circles on the Amazon platform when everything is cleared to go. We did have one red light as our original poster submission just said Serpentine. It had to also include The Short Program. Starting on March 7 the film will be available on Amazon in the United States, Japan, United Kingdom, Germany and Austria.

Finally, I will conclude this post with the importance of art. On Friday night my mother and I saw the acclaimed National Symphony Orchestra of Ukraine at the famed Mechanics Hall in Worcester, MA. Part of the program included Symphony No. 9 in E minor, Op. 95 “From the New World” by Antonin Dvorak. One of my particular favorites.  The strength, precision and passion in which the symphony played under the direction of Theodore Kuchar presented one of the most exciting symphony performances I have even seen.

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Mechanics Hall before the sold out audience arrived.

I say strength because unless you live on another planet the continued existence of Ukraine hangs in the balance with the Russian invasion and annexation of the Crimea to say nothing of the armed conflict on their Eastern border. I simply ask every American reading this blog, how would you feel if another country walked across our border and occupied part of our country? The proud history of the Ukrainian people existed long before the United States was even a thought. While this historic national symphony of a challenged peoples tours our great country, isn’t it time the United States helped restore the greatness of another before it’s too late?

Conduct music not war.

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A 2014 photo from the National Symphony Orchestra of Ukraine’s website.