I will say one thing about frequent snowstorms in New England. It gives one plenty of time to follow up and organize. This is that time of year when one looks at their weather app not for the sun or rain, but when the next storm is coming. But go to a local grocery store the day before and you might think it’s the second coming, the day after a nuclear attack or other such apocalypse. If you’re visiting from out of the region when a storm is on the horizon, it really is something to see.
As for what’s on the horizon that would be the premiere of Serpentine: The Short Program on March 6 at the Strand Theatre and our VOD premiere on Amazon and other platforms on March 7. It’s a multi-layered marketing plan with a dual local and national push. But if it’s one thing I’ve learned over the years it’s about the follow up.
Whenever I pitch the media it always starts with an email. This gives an editor or reporter time to consider what I’m presenting. Sometimes coverage comes from just the email pitch. But I’ve found that a follow up call a few days later puts a personal touch to it. In today’s world of the endless pitch combined with the challenge of resources afforded by most outlets, a phone call can make the difference.
I think the one thing everyone can agree on is that we are bombarded by media alerts, postings, email and text on a non-stop basis when we first wake up. What’s important and what isn’t. What gets attention and what doesn’t. I do believe that when you put the personal touch of a call to what you’re presenting, it makes you stand out a bit more than the rest. Just this past week, I had some great conversations with editors about Serpentine and other interesting subjects.
This is the time of year of the awards shows and the film markets like Berlin. As I normally do when the markets are running, I read the daily reports in The Hollywood Reporter. They give a great insight into trends and what is and isn’t selling. It’s always interesting to me to follow a film from concept to film market to theatrical release. This is not a quick process by any means. As I’ve often said, the actual production of the film is the easy, and fun, part. It’s the pre and post production along with the release strategy that is the most time consuming. But being snowed in does give one plenty of time.
Last week I wrote about the five year journey of Justice Is Mind. This past week proved that time, perseverance and indeed patience pays off. Unless you are in the lexicon of the literal handful of filmmakers that can roll out of bed, utter an idea and get national attention, pounding the pavement is what the rest of us do.
It was early May when the idea for a second anniversary screening for Justice Is Mind came to me. While I’m beyond thankful to all our theatrical partners, having worked with Cinemagic on two previous occasions (New Hampshire premiere and Sturbridge), pitching them again was a logical choice. Sturbridge, Massachusetts is centrally located (where we shot most of Justice), the film looked fantastic in this theater and we had a record audience after solid media placements in the local press.
Having been a magazine publisher for over ten years, I can well appreciate being on the other side of the desk when I was being pitched a story. The key, as I’ve long learned, is to have an angle for all concerned. I wrapped up my final interview last week, forwarded a variety of requested artwork and then waited. To say I am pleased with the result would be an understatement.
Our early placements first appeared in the Worcester Herald and The Examiner a couple of weeks ago. Those early placements helped awareness enormously. This week our efforts continued. First, a listing in The New Uxbridge Times, then a feature showed up in the South County edition of the Yankee Shopper, followed by a complete pick up of our press release in the Auburn and Sturbridge editions of Smart Shopper and then a great cover page story in the Sturbridge Villager. What I love about these publications is that they are direct mailed to households in their region.
When Worcester Magazine first ran a feature on Justice Is Mind in 2013 I was elated. They really captured the essence of the film at a time when the project really didn’t have any history aside from just being released. Flash forward to 2015 with a new editor and writing team and they were interested in our progress to date. The result was a wonderful two page spread that captured the entire project over our five year mission. It was made even more special as they had a photographer shoot Jamie Blash and me at Four Winds Farm. Jamie runs the farm and was featured as the horse trainer in Justice Is Mind. Her farm was also one of our locations. I am beyond thankful to all these outlets for their continued support.
And while Justice Is Mind has been fortunate to have some excellent reviews and great coverage tied to our theatrical screenings, national media attention has been elusive. Look, I get it, thousands of films are produced every year and to get the attention of a national media outlet really does take time, something unique or just plain luck. But the combination of all three I think worked in our favor.
I had completed the interview a couple of weeks earlier but kept it to myself as I know full well that the national media landscape changes quicker than New England weather. The writer even messaged me early Thursday morning to say she was waiting to see if they would either publish or reject her story. I learned years ago that unless you are doing live TV, there is simply no guarantee that your story will run—it doesn’t matter how great you think it is!
Just as I was getting ready to light a cigar (I love cigars!), Pamela Glasner messaged me. The Huffington Post published her story – Arrested Memory “Justice Is Mind”. In that moment all that had been worked on by so many was now receiving national media attention. On that scale, it is simply an honor to be acknowledged for your work. But indeed this accolade is shared with each and every one of us involved in Justice Is Mind. I know we all join in saying at least these three words,
Thank you Pamela!
Last week I talked about some fantastic numbers regarding our IMDB rankings for 2013. It looks like I have some additional numbers to report, in this case, the reach of some newspapers that carried articles regarding our upcoming March 24 screening at Cinemagic in Sturbridge, MA.
I first got word that our story appeared in the Southbridge Evening News from a friend that introduced me to the reporter. As this paper’s online edition is only available to subscribers, we met in a parking lot so he could give me a copy. While I was waiting in my car, suddenly the movie All the President’s Men flashed with the parking garage scene when Robert Redford meets with Hal Holbrook.
Needless to say I thought the reporter did a great job. And then it dawned it on me. The parent company of this newspaper also owns several others, including my hometown paper. Suddenly the reports started to come in. The story ran in the Webster Times, Spencer New Leader and the Sturbridge Villager. While the Southbridge Evening News is subscription based, the other three are generally mailed to requesting households. By my minimum estimate, 40,000+ households now know about Justice Is Mind and our upcoming screening. As I grew up in the area, I heard from a lot of folks I haven’t seen in decades. Suffice to say March 24 will be a reunion on numerous fronts.
No sooner did the story break across these newspapers, than one of our location partners for Justice Is Mind worked out a promotion in connection with our upcoming screening. More on that next week!
Marketing and promoting a screening takes time. Generally, when I am negotiating a date with a theatre we ask for at least 30 days out to properly market a screening. Audiences don’t just magically show up, particularly for an independent film. The theatres we have worked with have been nothing less than spectacular. They know we work as hard as we can to make the screenings as successful as possible. But while I would love to see Justice screen at every theatre we pitch, it’s a reciprocal business arrangement that needs to mutually work. I learned this when I worked in figure skating listening to promoters bring events into buildings—what works in one venue might not work in another.
Speaking of reunions, like our last screening in Plymouth, March 24 will bring together several of the actors in Justice. To see who has confirmed attendance as of today, visit our Facebook event page at this link. For us, it’s like visiting with family. Indeed, when you work with people so closely when making a film you develop lasting friendships. For audiences, they get a chance to meet those that brought the story to life. It’s a unique experience that is usually only reserved for world premieres and film festivals.
And while our next screening is my top priority, there is the continue push to markets and venues far away from New England along with our related VOD plans. But for this moment, it’s nice to be home.