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.
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.
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.
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.
Last Sunday principal photography on Serpentine, The Short Program wrapped! After eight months of writing and two months of pre-production planning, I was more than pleased with the end result. A special thanks to the cast, crew, location partners and sponsors for making this possible. After taking the past week to organize the video and sound files, the hard drive will transfer to our editor on Monday to begin the post-production process. It’s this stage that turns a puzzle into a completed print.
But make no mistake about this process, as an independent filmmaker you are pretty much responsible for everything…even the weather. And while I believe organization and communication are critical to a successful production, it does come down to both diplomacy and flexibility. A film production, whether it’s a short or a feature, is unlike any other type of business. You start by yourself and then suddenly ramp up. For Serpentine that meant over 30 people and three locations (for Justice Is Mind it meant over 200 people and 15 locations). As a screenwriter there is a thrill like none other than watching your screenplay come to life. Isn’t this why we do what we do?
For me this production was both a reunion as well as working with some terrific new people. It started with the FBI conference room scene at The Verve, Crowne Plaza. When Michael Coppola arrived I was immediately reminded of First World where he played a secret service agent. But it was the night before that I wrote an additional new scene for Michael and Vernon Aldershoff (Assistant Director in Serpentine and Henri Miller in Justice Is Mind). Of course, the last thing I wanted to do was to tell the cast and crew about a new scene when we didn’t even shoot the intended one! I waited to see if we were ahead of schedule and we were. It worked out great.
It was at Northstar Ice Sports that the word scope came into focus. First, I am beyond thankful to Denise Marco, the board and staff of Northstar for this opportunity. By scope I’m talking about the size of the set. It was about making sure all actors, cameras and crew were properly placed to make sure the scenes worked. For weeks I drew this out from the skating program, to camera and actor placements. What may not have seemed obvious to some would be very obvious in post-production.
Reuniting Kim Gordon and Paul Lussier from Justice Is Mind was a particular goal of mine from the beginning. Their on screen chemistry in Justice was what every director dreams of. So when they both signaled their availability for Serpentine I immediately signed them on to the project. As a director, there is also a comfort factor in terms of direction when working with actors that you know will deliver. In advance of our shooting I forwarded a detailed memo on character and scene development for all actors and crew. As time is a serious commodity on an independent film set, I think it’s best for everyone to understand the entire tone and feel of a scene when they arrive.
As a director I don’t believe in grandiose demonstrations of direction to actors and crew just to prove a point. In my simple view of it all, the most that should happen on set are adjustments. There’s no time to teach someone how to act on set. (Side note: On Justice Is Mind one adjustment I gave to an actress was how to say a particular phrase of profanity. I’ll just say this, it’s an American thing in terms of word emphasis and slang).
Our last day of filming was at a friend’s house. It was a fitting end to the production after coming down from two days of intense work at Northstar and the fact that there was only one line of dialogue. As I said to everyone, these scenes are largely atmospheric and what composers live for.
Another highlight of our week was when the MetroWest Daily News interviewed me about Serpentine and sent a photographer to our shoot at Northstar. Not only did they write an excellent article, but created a video as well. You can access both at this link.
Over the next few months I’ll be working on a variety of marketing and promotional efforts as we build towards our February release. During this time look for more stills, behind the scenes images and a trailer.