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.
And so the new season started with a bang—literally. Yesterday I attended the Massachusetts Military History Exposition in Orange, MA. This is the second year this group produced this show. While last year focused on World War II, this year’s outing represented a timeline of military history. My favorite group was those representing the 16th century.
The group from the year 1528 called “Das Geld Fahlein” offered an excellent history on how troupes from those days were organized, compensated and fought. Imagine you are a knight in “shining armor” on a horse galloping towards several hundred of these 30 foot long spears and other types of sword defenses. It may have been low-tech even by 1528 standards but it did what it had to do—stop the enemy.
Another area of interest to me has been about communications and infrastructure during World War II. I talked to a few reenactors at the German camp about some technical aspects of how they communicated back then. The distance limitation in radio communication and the shelf life of the field batteries was very interesting. Needless to say, there’s always something new to learn at these events.
Of course the highlight of these types of events are the battle reenactments. While “Hollywood” would have multiple takes over a period of days if not weeks to shoot something like this, this is a one take moment. Once the action starts it just keeps going until there’s a victor. Yesterday was also the first time I used Facebook Live. I broadcast the World War II battle and had viewers all over the country. You can watch the video at this link.
But through all the uniforms and equipment of wars long past, there is the educational component of these events that’s so important. It is through events like this that one learns about the issues of those times and what brought yesterday’s societies to conflict and then peace. Like my experiences last year attending these events, it’s the reenactors that bring them to life. Their depth of knowledge and passion is what makes for a most enjoyable experience.
As so many of my projects have some sort of military component to the story, while I have a great time at these events, it’s all about networking and learning about the talent involved. Why on earth would I seek to hire actors, get costumes and source equipment from the ground up if I could reach out to one of these groups?