Marketing planet Earth one project at a time.

Posts tagged “Justice is Mind

Second Market

With Daniel Groom at AFM 2019.

On Thursday I returned from my second attendance at the American Film Market (AFM). By all accounts, it went well. This year I was accompanied by Daniel Groom, First Signal’s director of photography and editor. He was also representing his own feature film Alternate Ground.

AFM 2019 at the Loews Santa Monica. All the hotel rooms are converted to offices.

My attendance at AFM in 2018 was generally a fact-finding trip and learning how a film market works. Yes, I had meetings, but it was more to promote projects in development, like First Signal, and to represent my first feature film Justice Is Mind. It’s important to note that AFM is not a film festival. Yes, AFM has screenings, but they are mostly for buyers and sales agents.  AFM is one of a handful of film markets around the world. Simply put, these markets are where deals are done for independent filmmakers.

The Oval Office at the Reagan Library.

Preparing to attend a film market is the same as pre-production on a film – preparation. You research who you want to meet, make a pitch and hope for a meeting. Like an actor preparing for a part, you rehearse, memorize and have talking points. If you can’t articulate your own film, it’s hard to expect sales agents and buyers to take any interest. In a curious twist, I was in a meeting when someone wanted to present their film regarding locations they were looking for. Oddly, they couldn’t really present the logline or what the general concept was.

The Queen Mary in Long Beach.

I would say my last meeting at AFM was the probably the best one of the market. First, they were specifically looking for films like First Signal. I met with the principal of the company and two representatives. In their suite, I was able to make a complete pitch for First Signal. From development, production to goals for a series of films in the First World Universe. I stressed the importance of marketing and kept an open mind on their points, some of those points being working with them to plan for a rollout in upcoming markets.

The Grand Salon on the Queen Mary.

There is another point that’s stressed at AFM and that’s professionalism. From scheduling meetings in advance to how to introduce your projects when you don’t have a meeting scheduled. All in all, my experience was positive. But here I was in a booked meeting with a sales agent when another filmmaker arrived, interrupted my meeting and pretty much insisted the agent give them a few minutes. The agent mentioned they were in a meeting, but this filmmaker didn’t care. I just looked at this filmmaker blankly taking it all in.  When the agent returned and apologized, the first thing I said was you don’t need to apologize for someone else. I’ll just say this—it’s all about first impressions.

At the Griffith Observatory with Los Angeles in the distance.

In the end, AFM 2019 was a great market for what I was representing. This industry is rapidly changing from an economic point of view. The differences between 2018 and 2019 were apparent and stark. It’s truly about being adaptable and going with the flow. Having worked in the publishing industry, I’ve seen the advent of digital change. I knew some years ago that VOD/streaming was going to truly be the primary revenue driver for most independent filmmakers. That reality is now here.

The USS Iowa.

But as you will see from my pictures, my trip wasn’t all business. From the Ronald Reagan Presidential Library, to the Queen Mary, Griffith Observatory and the USS Iowa, I always enjoy my visits to “Hollywood.” I also discovered a new navigation app called Waze. Given the traffic challenges in LA (although I think they’re worse in Boston), I highly recommend it!

Next steps.

Boarding Air Force One at the Reagan Library.

The Market

The President in First Signal.

The one thing about preparing for a film market is that it makes the process of filmmaking all the more real. It compels you to organize your marketing materials and position your film for the market, from building a website, to sales cards, to online profiles, stills and any other materials that showcase your film. The adage, if you build it they will come, doesn’t work in this industry (or any other for that matter).  It’s not enough to make a film, you have to tell the world about it.

When I was organizing my home office yesterday, I found a variety of sales materials from last year’s AFM. I found a sales card for one film that at the time was in post-production and represented at the market by a well-known production company. When I looked the film up on IMDb, it was still in post-production and that production company was no longer affiliated with it. There could be a thousand reasons as to why this film is still in post or the company that was representing it no longer is. The one thing I do know, is there needs to be a Plan A, B and so on.

James Griffin and Cedric Yonah in First Signal.

I was reminded through Facebook memories this week about the numerous screenings we had for Justice Is Mind. The year following our release in August 2013 was a very exciting time. Not a month went by when there wasn’t some sort of activity, be it a theatrical screening or media report. The apex of Justice Is Mind was our international premiere on Cunard Line’s Queen Elizabeth ocean liner. There was a moment during that cruise when I was standing on deck reflecting on the journey Justice Is Mind took to get to that moment. Suffice to say, it’s important to stay focused, believe in your project and move past any and all naysayers.

With First Signal now past the halfway mark in post-production, I see what opportunities lie ahead. But I can’t help but think of the journey it took just to complete principal photography. Despite the substantial challenges we faced in pre-production (too many to list!), First Signal eventually found its dynamic locations and talented cast and crew. If this process was easy everyone would be doing it. To quote President Theodore Roosevelt “Nothing in the world is worth having or worth doing unless it means effort, pain, difficulty… I have never in my life envied a human being who led an easy life. I have envied a great many people who led difficult lives and led them well.”

To the outsider, they see a film and think it comes together magically. They generally have no idea what it takes to go from script to screen. When I attend the American Film Market in four weeks, I’ll come across hundreds of films each with their own unique story in various stages of production—all looking for a home. For me, this market will be one of many interesting ports First Signal visits.  

With this post, I’m pleased to present two additional stills from First Signal and The Ashton Times AFM 2019 poster representing my projects.

The journey.