Tomorrow night at 7 PM the 18th screening of Justice Is Mind will take place at The Elm Draught House Cinema in Millbury, Massachusetts. Like all our prior screenings, there’s both excitement and nerves. What filmmaker isn’t excited to see their film in a theatre but on the other side they’re nervous because they want to make sure audiences enjoy the film. For me, I truly enjoy attending these screenings. Meeting audiences and hearing their comments is what it’s all about. As writers we tend to work in a vacuum of seclusion, but as a director you are the public face of the film.
As director, I could not be more pleased with the local media support of this screening. The Millbury Sutton Chronicle, Webster Times, Yankee Shopper and Smart Shopper, have all supported Justice Is Mind’s May 19 screening in print. And Bob Leveillee’s Pizza Post radio spot on WTAG and WSRS along with our social media efforts have really rounded out the media plan. Print media reached the towns of Auburn, Dudley, Charlton, Oxford, Webster, Grafton, Douglas, Northbridge, Sutton and Uxbridge. The Yankee Shopper states a reach of over 65,000 mailed copies and WTAG and WSRS report a reach of over 170,000 in central Massachusetts which includes Worcester. For an independent film, with just the will of those associated with the project, notice of this screening has potentially reached 235,000 and that doesn’t include our social media efforts. As always, it will be interesting to see how many are in attendance tomorrow.
This week someone in our local acting community posted a video from a pretty popular filmmaking group that claimed that nearly 90% of filmmakers don’t engage in social media or want much to do with marketing. I find this really unbelievable on so many levels. First, as director, don’t you want to be involved in where and how your film is marketed? Second, unless you’re living under a rock, even distributors, with their substantially reduced marketing budgets for independent films, expect filmmakers to assist in marketing. Personally, unless the deal was financially worthwhile, I would be hard pressed to relinquish control until I reviewed a media plan. Think about it. How many times do we have to read in the trades that a film misfired with audiences because of the way marketing was handled? Transcendence anyone?
In the next few weeks, I’ll be announcing the “International Premiere of Justice Is Mind”. To say I’m excited about this upcoming screening would be a vast understatement. Months in the works, with months to go for planning, I signed off on the paperwork last week.
It was two years ago this month that I announced that funding had been secured to produce Justice Is Mind. I remember that day and where I was very clearly. I was in the Washington, DC area screening the short film version Evidence at a sci-fi convention with Vernon Aldershoff. When I think of the journey so many of us have taken with this film and where we are still going, it truly has been one of the most exciting times of my life. But with that excitement has come dedication, hard work and determination to see a project from start to market.
Speaking of starts, look for the concept poster for SOS United States in the next couple of weeks.
See you at The Elm!
Justice Is News
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.