Although fall doesn’t officially start until the 22nd, for most of us in New England, it starts after the Labor Day weekend. While I like the summer, I love the fall. It’s also the time of year when I tend to be the busiest.
This week starts another class at the Naval Justice School. In addition to falling back into my character as a Special Agent of NCIS, I’ll also be directing the mock-trial program on site for the agencies that retained us. I have to say this is one acting job I always look forward to. As the majority of the same actors have returned from the previous class, I think the same can be said for all involved.
What makes this a unique gig for actors is the ability to play a character for 11 days. As these are role-playing parts, once you have the situation memorized it makes for a great opportunity to really bring a character to life. The atmosphere of the school alone is what makes it engaging as a performer.
As for law and engagement, I learned this week that Kinonation, our distributor for Justice Is Mind, secured another outlet with Udu Digital. From their email to me, “Udu is an ad supported (AVOD) streaming service available on the Roku media player that’s used by over 13 million people every month in the US.” It’s always nice to see another outlet picking up my first feature film!
And feature film is what the fall is also about. With the Toronto International Film Festival in full swing it’s always interesting to see what deals are struck. One film that did great was Chappaquiddick with a $20 million commitment. As a Massachusetts resident most of us know of the story chronicled in this film. It will be interesting to see how this film does in the state versus the rest of the country. At the end of the day the Kennedy name is nationally known. So that alone will carry some of the marketing.
But name and marketing will be key with one other film that is gaining substantial traction at the festival. That would be I, Tonya starring Margot Robbie. While the film has been well reviewed, it has been reported that the film arrived to the festival without distribution. Of course that may have already changed, but the real question is this – what are the commercial aspects to one of the darkest moments in figure skating history?
In addition to being at the event in Detroit in 1994, I know some of the players involved (Nancy Kerrigan in particular). I was also interviewed for ESPN’s The Price of Gold documentary in 2014 about the incident. Part of me says this story has already been told…countless times. Is this the only story that figure skating can tell or could this mean a broader interest in movies around the sport? It’s impossible to tell at this point. And, you guessed it, I’m monitoring these developments because of Serpentine.
Finally, I wrap up this week’s post with a great piece of artwork from Daniel Elek-Diamanta. This is the sound wave from Justice Is Mind, Daniel’s first composing gig. He wanted a unique wallpaper for his computer. I’d say he struck the right chord!
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.