A Strand Return
Anyone that follows the entertainment industry knows that the entire playbook on how films are being released and marketed has been thrown out. Last year, films that were slated for a theatrical release went direct to the streamers. Others held back until there was a thaw in the global crisis. Some released last year. Some…. Well, you get the picture…literally.
For First Signal, once the film was complete last year, I started with the film festival market. This worked out well from a brand building point of view. The majority of festivals were virtual and did a wonderful job at marketing and promoting. As the festival run was coming to an end, I planned for our world theatrical premiere to be followed by a couple of more screenings before we went to VOD. I wanted to capitalize on the press we had to date and the social media presence we were developing from the festivals.
First Signal’s VOD release through our distributor Indie Rights could not have gone smoother. Within the first week we hit the top ½ 1% of all films listed on IMDb, there was a dip the following week, but by week three we were trending again in the top 1%. How this all translates from a revenue point of view I won’t know for some months. While marketing continues in earnest to promote our VOD efforts, I see no reason why theatrical can’t also be part of the mix. In my view, it’s about giving customers choices on how they want to experience a film.
I am delighted to announce that First Signal will have its Massachusetts premiere on Sunday, June 27 at 2 PM at the historic Strand Theatre in Clinton, MA! You can read our official press release at this link. The June 27th screening will mark my fourth film at the Strand. I remember like it was yesterday when my short film Evidence screened after J. Edgar. It was a thrill beyond words to see this short film come to life on the silver screen. While I certainly hoped to make the feature length version of Justice Is Mind, I had no idea that I would be screening the completed feature at the Strand two years later.
My point to all of this, is simple. Whether it’s VOD, theatrical, a special event, film festival or other venue, each moment should be seized because at the end of the day they all complement each other. With tens of thousands of films vying for eyeballs and attention from consumers and the media, every action that can bring attention to a film can only be a good thing.
As for attention, I’m also pleased to announce that First Signal won Best Screenplay and Writing at the Harrogate Film Society Festival Features in the United Kingdom. It’s very exciting just to be accepted to a festival, but to win is a true honor. Because when a film reaches the win stage, it has gone through many levels of vetting and review. In essence, it’s a vindication that as a filmmaker you’re on the right track.
Of course, one can never rest on their “laurels” as new projects need to be realized. That same week of First Signal’s win, my political thriller screenplay SOS United States won Best Screenplay at the Chhatrapati Shivaji International Film Festival. As I’m making every effort to raise the capital to produce this story next year, each accolade is another step towards that goal.
There is something to be said about arriving at a theater and seeing not one but two of your films on the marquee. Yes, it’s like being a kid in a candy store. Because it is in that moment that all the work that has gone in to making a film is celebrated.
And celebrate we did. One by one family, friends, actors and crew started to arrive. Some I saw as recently as a couple of weeks ago, others it’s been a few years. But in the moment it feels like it was just yesterday. And heavens knows there were many yesterdays to get to this point!
After a reception in the lobby of the Strand Theatre, I made my opening remarks and then Justice Is Mind began. I was sitting next to Vernon Aldershoff and he said to me, “It never gets old.” No it doesn’t. And seeing the film in its highest resolution in a DCP format was another highlight.
Of course the highlight of the evening was the world premiere of Serpentine: The Short Program. This is one project that was particularly close to me for a variety of reasons. The moment the film started I was reminded about my days as a skater, teacher, magazine publisher and the TV work I would do around the sport. But it’s not about me, it’s about the product. One that you want audiences to enjoy.
And it was the next day that audiences around the world were able to stream Serpentine: The Short Program on both Amazon and the Ice Network. So far the numbers look promising and early reviews have been encouraging. But like First World ten years ago, this is an industry of the long haul. Or as we say in figure skating, the long program.
While VOD is a savior to the independent filmmaker, there is nothing like the theater. Because there is that one moment you’re hoping for that can only happen in a theater. To again quote from All About Eve, it was Eve Harrington that said it best, “If nothing else, there’s applause.” And they did when Serpentine: The Short Program faded to black.