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.
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 10,000 – 50,000 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.
As planned Serpentine went to picture lock this week. And while that’s certainly a milestone, there are numerous other details that need to be attended to. From completing the visual effects, to sound engineering, scoring and color correction. And then there’s the marketing plan.
As I did with Justice Is Mind, and First World back in the day, I always aim to cast the widest net. When it comes to securing media or perhaps a screening opportunity, the more eyes on a project the better as you never know who may be interested. There’s so much more to filmmaking than the actual mechanical work of creating the film.
Since pre-production on Justice Is Mind back in 2012 I have been receiving email newsletters from various “experts” in the industry. Honestly, there is no magic wand and having a star in your project just doesn’t matter (look what happened this weekend at the box office). Your project will either resonate or it won’t. It will either breakthrough or get stuck. And while there are certainly a set of standards that need to be followed from having a quality picture with a proper aspect ratio, closed captioning and a few other industry standardizations, the rest is really up to the filmmaker. My point is there is no cookie cutter sheet that gives you instant success.
Serpentine is as opposite to Justice Is Mind as First World is to SOS United States. But in all my projects I make every effort to have an audience of some sort in mind when I start to write. Passion projects are great, but given the work that goes in to making a motion picture someone has to appreciate it past your family, cast and crew.
Since First World was released on to Amazon Prime it has seen a sizable increase in traffic. Science fiction is a relatively easy sell. Justice Is Mind is a hybrid of genres with science fiction and fantasy folded into a straight drama. The marketing of that film was a three prong approach with audiences reacting all over the place from science fiction enthusiasts to those that love courtroom films. Audiences have loved it or hated it. But no matter the reaction every click and view just increases the audience. And just this week I learned that Justice was picked up by a Chinese concern. More to announce later on that development.
On a personal note, I’m glad over ten years have passed since I was publishing a magazine in the sport of figure skating. It has given me a perspective well outside the bubble I lived in for over a decade. In general, as I’ve learned, living in a bubble is never a good idea as it warps your perspective.
As for perspective, since I’ll be voting for the first time in the SAG Awards this year, I’ve been watching more independent films than I normally do. Or should I say, than I normally would simply owing to their story. What one has to appreciate is the sheer energy and enthusiasm that goes into making an independent film.
One film I just have to recommend is Jackie. From Natalie Portman’s portrayal of Jackie Kennedy to the cinematography and story, I thought it was brilliantly executed (although the score gave me pause).