When Is the Director Done?

Made In NY Bus Poster!

Found In Time has just been released on Amazon, and user reviews are starting to come in. They confirm something that all of us suspected from the beginning – that this was a film that would divide audiences. Those who were expecting something more straightforward would be frustrated; those who could deal with more ambiguity would be happy. There’s nothing inherently good or bad about either attitude, by the way. Ambiguity can be a terrible thing (see Prometheus).

We’re still waiting on some festivals to get back to us, and our foreign sales rep, Summer Hill Films, is taking it to Cannes next month. We’re also still exploring other domestic distribution options – DVD, BluRay, and a soundtrack album.

But most of that is the work of the producer, at least in theory. At what point is the director done with a film? Is it when it’s wrapped? When post is finished? When it’s out at festivals? When it’s available online or in stores? The producer is on for the whole ride (unless the producer is only working for hire). What is the director’s role in this brave new world of the artist/entrepreneur?

J. Michael Straczynski, the creator of the tv series Babylon 5, somehow managed to write most of the 100+ episodes, EP the show, supervise the sound mix, run the online forums on AOL (hey, it was back in the day), and then went on to write follow-up movies, supervise comic and novel adaptations, and answer fan mail. At what point did he say ‘I’m done?’ The show went off the air sometime in the late 1990s but still has a loyal following. Until Firefly and Battlestar Galactica came along it was the gateway drug by which I introduced my non-geek friends to sci-fi. Does he still feel as connected to the show as he did all those years ago?

I’m wrestling with this issue now because I’m in the process of getting back into the director’s chair again for Bitter Child, but I don’t want to abandon Found In Time just at the moment when people are starting to see it. It’s been part of my life so long that I’m not even sure how I would go about leaving it… and yet whenever I work on Bitter Child part of me feels guilty. It’s an odd conundrum, and very different from what I’ve faced before.

By the time my first film, Caleb’s Door, was finished, I was really ready to be done with it and get on with the next project. That was a hundred internet years ago, when social media was just gaining traction and distributors were starting the now-familiar pattern of picking up films for a song and then putting them out into the marketplace with little if any promotion. The idea of the filmmaker taking up the promotion baton was seen as counterproductive (except for documentaries). Festivals were the main avenue for promoting a film.

I moved on to another project (which fell apart), then onto Found In Time. And the funny thing is, that while there are a lot of books out there on how to make your film, there are fewer on how to finish them, even fewer on how to distribute them, and none that I know of about how to do whatever happens after distribution. So I never really went through this before.

I can tell you that it’s a difficult process emotionally to untangle oneself from a project once its “finished,” and make plans for its entry into the world. Whenever I read the negative reviews, I wonder if I’ve made the film too inaccessible or too vague. Or I think that the marketing is off. Or I wonder if there’s a more ‘targeted’ distribution avenue out there.

Working on Bitter Child (and my television project, The Spectral City) is great, but it adds to the tension somewhat. It’s hard to work on more than one project at a time and give each one the proper attention and energy. And with The Spectral City, some more early-stage projects, and the need to make a living all jostling for attention. keeping sustained focus on any one thing can be difficult.

I still wake up every day happy to be in a position to make films and write and express myself, so don’t get the impression that it’s all doom and gloom. My grandparents and parents never had a chance to really pursue their artistic passions as fully as they would have liked. So I’m very lucky. This feeling of uncertainty about what my role is in regards to Found In Time – beyond being a sort of internet-age carnival barker (or wheatpaste band poster brigadier) – is something that’s akin to being a parent, I guess. We’ve raised the kid, and now it’s time to let it go and take on a supporting role in its life.

Three Weeks From Release…

Some cool things are happening.

Awards!

We won the Best Sci-Fi Feature at Phoenix Comicon, and Best Sci-Fi and Best Audience Sci-Fi awards at Intendence Film Festival! Thank you to Intendence and Phoenix Comicon!

Made In NY Marketing Campaign Ad

We qualified for the Made In New York Marketing program, which means NYC will print and put up 250 subway and 20 bus shelter ads for our film – at no cost! Here’s a pic of our team looking over a rough copy of the subway poster:

Made In NY Marketing Poster Team

Screenings

We’re organizing some non-festival screenings in September, October and November, timed to the release of the film. Stay tuned and we’ll keep you posted.

I know we haven’t written a ‘how-to’ or diary entry in a while. Things are a little hectic right now. We’ll post more in-depth pieces in a short while.

Six Things I’m Learning About Distribution

Found In Time goes to Harvard

Found In Time goes to Harvard’s VeriCon

#6: Don’t Bother With The Top-Tier Festivals.

I wasted a lot of time – nearly six months – sending the film out to “A-List” festivals. These are the ones that everyone wants to get in – Sundance, Berlin, Toronto, Berlin, Cannes, and Tribeca. I applied to three of them (Sundance, Toronto and Berlin), but really I should have started with the sci-fi/fantasy/horror festivals and targeted them instead.

While it’s always a “nice idea” to premiere at Sundance, the time you spend waiting to hear from them – during which you can’t really apply to any other festivals that may screen beforehand – is time you could be spending on other things. Unless you know for a fact that you can really get into Sundance or one of the other fests, don’t wait for them to pass on you – go find another festival premiere that may better suit your material anyway.

In my case, Shriekfest was happy to premiere my film, and I screened in front of a great, appreciative audience. I also got a lot of press coverage from the screening, was treated really well by the staff and fans, and my LA-based cast were able to see the film as well. I even won an award! If I’d premiered at Sundance earlier that year, I would have been competing with much bigger fish with budgets for publicists and wine-and-dine parties.

#5: Figure Out Your Genre.

I initially thought my film would appeal to indie-types because it’s a little on the experimental side, and fantasy fans, because it’s not really “hard” sci-fi. I called it a “fantasy” film. I consciously avoided the terms “sci-fi” or “science fiction” whenever possible because I didn’t want my film to be compared to other higher-budgeted, effects-driven films.

I was wrong on both counts. The people who liked my film were sci-fi folks. The crew, cast, and early viewers all called it a “sci-fi” film. The festivals that accepted it first: sci-fi/horror fests. The people who seemed to hate it the most (judging by distributor and festival rejections) – the “indie crowd.” I think “Found In Time” hit the market at the same time as a crap-ton of weepy 20-something-let’s-figure-out-our-relationship-bastard-son-of-mumblecore movies hit the market, and those are what played at SXSW, Tribeca, and Rooftop the past couple of years. Some of these films are great, by the way, but they’re not what I made.

If you’ve made a movie, try and figure out where it “belongs” in the genre universe as soon as possible, so you’re not wasting money and time sending it out to festivals, sales agents, and distributors who really don’t know what to do with it. And yes, drama and comedy are genres.

#4: Don’t Make Your Artwork Too Specific:

I printed up my first batch of postcards to indicate the Shriekfest screening time and location. This was dumb. It made it almost impossible to re-use those cards. I had to cut out custom-sized labels with the Eerie Horrorfest times on them, then carefully stick them over the Shriekfest screening times.

#3: Sometimes The Screening Isn’t Going to Be Great.

The projector’s too dark, the sound system is a rusty tin can with string, the attendance is down, there’s a blizzard outside, your screening time is at 9am, there’s a huge racket outside… you can only control so much about your screening, and then you have to let it go. DON’T let your anger show, or take it out on the staff or the audience. Treat the staff and audience with the same respect regardless of their size or the conditions. Some of the best screening experiences I had were when five people showed up. Those five people held a Q&A with me for an HOUR after the film. Those are the fans you should kill to have.

#2: Try to Avoid Online Screeners.

I still firmly believe that DVD and BluRay offer a superior viewing experience, if for no other reason than they require the sales agent/festival programmer/distributor to actually sit down, put the disc in, and watch something. Especially now that net neutrality in this country is about to be toast, I don’t want my film being choked to the point of unplayability, or competing directly with the viewer’s other twenty browser tabs.

#2: Transparency Works Better Than Opacity

The prevailing wisdom back when I got out of school was that you kept your cards close to your chest – your budget, your plans for the film, your premiere status, etc. You didn’t want your film getting stale, so you listed it on IMDB much later in the process. You didn’t want your ideas stolen by competing filmmakers, so you didn’t reach out to them. You didn’t tell your fans what you were up to, as a means of building suspense.

The truth is that telling people what’s going on with the film – especially the cast and crew – at each step of the way has been a great help. It’s kept us all together like the happy family we were when we were shooting. Putting up set photos, listing the film on IMDB, setting up the Facebook page, reaching out to other filmmakers at festivals, comparing notes – it’s all been a great experience and I think has only helped us find a bigger audience. I’ve also had a much better time. I still think that you don’t want to tell people your budget unless it was so low that that’s actually part of your marketing. However, explaining your process, how you shot it, what your successes and failure during the production and post were, can only help you stay connected to your audience, your cast, your crew, and the larger filmmaking community.

#1: Make the Film With The Assumption That You’re Going to Self Distribute.

When I started making Found In Time, finding a distributor still seemed like a good idea, so I budgeted so as to pour as much money into the making of the film as possible. I’m happy with my distribution deal, and I still think that finding a “traditional” solution makes sense if you’ve crossed a certain budget threshold.

However, for super-low-budget films, direct or hybrid distribution models make more sense and will net the filmmaker more money and exposure than waiting forever to get a deal with no advance. You just have to adjust your budget accordingly, and spend more of it on the end of the process rather than on the beginning. But this also frees you to work on your own timetable. Get some buzz from festivals, sell DVDs directly, then find a streaming solution that works. You have to spend more time on distribution, but you’ll learn a lot along the way.

I’m learning more every day! The beauty and difficulty of this strange art/business form we’ve chosen is that there’s always more to figure out. Got a different opinion? Let me know!

Further Lessons On Distribution

Dreams-Selection-2013-Black-Border2

First up: we’re going to Buffalo next week! Found In Time will make its New York State premiere at the Buffalo Dreams Film Festival!
WHERE: Dipson Theaters, Amherst I-III, 3500 Main St., Buffalo NY
WHEN: Tuesday, November 12th @ 4:30pm
TIX: Hit up the official website for tickets and schedule info.

So you’ve finished your film! That’s great. Got distribution! Awesome! Are you done? Nope. Not by a long shot. In today’s world, it’s incumbent on the filmmaker, not the distributor, to pull the audience in. Not that distributors have stopped doing that, exactly… rather, it’s that they really don’t have much incentive to do so for your film. They’re working with the old models, of “how do I push this onto an audience.” Their tools are casting and/or genre. The new model is “how do I pull the audience toward the film.” This is more exciting in some ways – we can, maybe, finally, kinda, sorta, get beyond the “star” mentality which, as Ted Hope predicted (back in 1995) would wreck the indie film world. But it also puts more pressure on filmmakers, many of whom (myself included) got into this field because we didn’t want to “buy, sell or process anything” but rather MAKE things that other people more skilled than us would then buy and sell and process.

This is part of the dilemma of making films in today’s world. You have to keep working on them after you’re “done.” The past year or so has been one of non-stop anxiety for me, as I’ve waited for each festival, sales agent, and distributor acceptance/rejection email. The hours that I’ve spent adding reviews to the website, updating the key art, burning screener DVDs, keeping the Twitter/Facebook/LinkedIn feeds alive, and reaching out to schools, theaters, conventions, festivals, review sites, etc. is all time that I could have put toward my next project. And before you say “get an intern to do it,” what, exactly would keep an intern working on this for more than a week? While I have an overall strategy I’m still making this up as I go. I’d still have to do the research before I told said intern who/what to contact. I’d have to approve the line art. So what’s the time savings?

Also, I think it’s actually good to see a project through this stage. For one thing, you’ll learn how to reach out to audiences, how the distribution game works, and whether the film even fits where you initially thought it did. I initially thought I had a fantasy/indie art-house film on my hands, but it’s found it’s greatest success among sci-fi/horror fans and sci-fi-related film festivals. So I’m steered away from calling it a fantasy and emphasized the sci-fi aspects of the film. I’m also starting to target sci-fi conventions, meetup groups, and clubs – they’re my fan base, and I’m trying to reach out to them through event screenings and special Q&As.

I’m also building tools for the next project – an intake procedure for the dozens of business cards I end up with after each festival; a distribution/promotion database that will cut down on the time spent writing cover letters and make tracking screeners and phone calls easier; a more efficient method for producing “behind-the-scenes” clips and interviews; a tool for generating eblasts without having to hand-code everything; and so on. If you can leverage your experience on one film, then the next one will, in theory, go smoother.

LESSONS LEARNED

A few things I’ve learned during this process:

  • It’s never too early to put your deliverables together. I should have cut the last two behind-the-scenes interviews and the DVD commentary together long before the distribution deal came through. Ditto with revising the DVD sleeve art. On the other hand, the poster art, stills, trailer, and almost everything else was just about ready to go.
  • Reach out to your peeps. Once you have a distribution deal (and it’s okay to announce it), drop an email to the folks at the festivals you played at. Let them know what’s going on. Do the same with the cast and crew. Once you have a street date, send another one. If the festivals have an email blast, ask if you can advertise in it, so people can go and buy your DVD/stream your film when it comes out.
  • Don’t wait to figure out your e-commerce site. I’m still experimenting with the right WordPress plug-in but I feel like I’ve got it down to one of three. These take time to set up and experiment with so don’t wait until after you get your first sell-through DVD shipment. People will want to buy your film right away if they can.

Well, that’s it for now. By next month, we will hopefully have a street date for Found In Time!

We Have Distribution For The Film!

Found In Time

First, the great news: Found In Time has been picked up for domestic DVD/digital distribution, by Green Apple Entertainment! Many thanks to our producer’s rep, Glen Reynolds at Circus Road Films, for working so hard and never giving up in the film.

Second, it’s time to take stock a bit and figure out what, if anything, we learned about distribution during the past year of trying to chase it down. This will be an ongoing process, since the actual distribution phase of the film has just started, but here are some initial thoughts.

DISTRIBUTION IS NOT THE END

When my girlfriend heard that the film had gotten a distributor, her first reaction was “that’s great.” Her second was, “so that means you can move on, right?” For better or worse, no.

Unless you’re one of the lucky contestants who win the jackpot – a decent all-rights deal with an actual advance – distribution is really the third act of the very long (melo-)drama that is the making of your film. Distributors want to make money. You probably want money too, but you also want other things – fans for your next film, a sustainable filmmaking career (whatever that means these days), and some exposure for your work. Sometimes exposure runs counter to income (as anyone traveling the festival circuit knows).

Once you have a distributor, you now have to put together your deliverables.

DELIVERABLES – TAPE IS (ALMOST) DEAD THANK GOODNESS

The last few deliverables contracts that we’ve seen (both for our film and others’) have specified that the projection master be delivered via QuickTime. Tape delivery (on HDCAM-SR, DigiBeta or other formats) has mostly gone by the wayside. This is great news, in that at least you don’t have to shell out for dubs at the point where you can least afford them.

On the other hand, it may mean that the distributor is fronting those costs through post house deals they have, which also means that they’re going add them to their list of expenses. Which means you may have to wait even longer to see any money. Find out if that’s what’s going on. Perhaps your post contacts can even outbid theirs?

Artwork is key. If you have a poster, postcard, DVD sleeve, etc. artwork, then make sure to provide them to the distributor, preferably as layered Photoshop (PSD) file. Don’t forget to include font files for any custom fonts you’ve used.

Make sure you get good stills, or know how to intelligently grab still frames from your film and resample them properly for print. Learn the difference between web-friendly and print-friendly graphics! If you don’t know this stuff and don’t have time to learn or just don’t feel confident that the results will be any good, find someone (and pay them something) to do it for you.

Get a music cue sheet from your composer! This is nothing more or less than a list of all the music cues in your film, named, with the beginning/end timecode of each. Didn’t get it from the composer? Track done your sound post folks. Is neither an option? Then it’s time to watch your film in your NLE and write down cues!

A timed dialog list is very helpful to have. That’s a list of every line of dialog as it was uttered by your actors (you’d be surprised how different it is from what you wrote), along with the timecode start/stop points. You also want to include title cards, written words on screen (like on someone’s phone), voice-overs/off-screen dialog, and even “human sounds” (laughter, grunts, etc).

This list will be used to create subtitles and dubs of your film, if you happen to get foreign distribution. It’s incredibly tedious to make these, but if you can stand to do it yourself you’ll save some bucks. Here’s an Excel template with some example lines from Found In Time to show you what one looks like.

GETTING THE WORD OUT

Found In Time will be distributed on DVD and digitally. There’s no guarantee of what exact shape that distribution will take, or how long it will take to get the film out there. While that’s happening, we want to publicize the fact that it’s getting distribution, so that more people will still be interested in buying it when it’s finally available.

The best ways to do that:

  • Taking it to festivals
  • Four-walling it
  • Sending it to film critics (though this can work against you if you don’t have a “critic-friendly” film)
  • Using social media and your friends to evangelize
  • Connecting to fans
  • Personal connections (to the cast, crew, vendors, mentors, helpers, friends)

We’ve taken the film to festivals and critics, and have used Facebook, Twitter, Tumblr, and our monthly e-blast to get the word out. We could be doing more with social media, but honestly there aren’t enough hours in the day.

We’ve also sent out personal emails to people we know and love, letting them know about the film, and offering quid pro quo if they’ll get the word out. So if they have something going on they’d like us to publicize, we’ll be happy to do it. Not only is this good networking, it’s also a decent way to be.

One of the things we’re considering right now is whether to do some kind of limited theatrical distribution. We could use an intermediary, who will charge a service fee; or use a company like Tugg, that does ‘event-type’ screenings and doesn’t cost very much up front; or do something non-traditional. We’re considering the latter option right now. Since we made a sci-fi film, we’re reaching out to sci-fi conventions to see if they’d screen it as part of their film sidebar (if they have one).

MORE TO COME!

Our strategy is evolving, and we’re still learning, about this amazing (and sometimes frustrating) game. But we’ll post more details – and of course, the street date for the DVD and streaming – soon. Until then!

Leaving the Dock

Ayana and Chris at the Tree
Chris and Ayana find each other by a rather ominous-looking tree.

So, after a year of writing and development, six months of preproduction, and ten months of post, I feel like I’ve finished the film. But, as a producer once told me, “you’re half done.” Now comes the scary young adult stage, where you see how your baby does in the big, bad, cold world.

So – the last month has been about research, cranking out artwork and other promo material, and reading. I can’t recommend Selling Your Film Without Selling Your Soul enough – it’s a great guide to distribution by some very smart people. The hybrid/DIY distribution model they advocate, as made concrete by their case studies, is the smartest thing I’ve heard in a while. Also, check out Film Specific. It has a huge collection of articles, blogs and instructional videos, all centered around distribution and financing. It also has an extensive list of agents and distributors. Keep in mind that you’ll have to subscribe to get all the goodies (a 12-month membership is around $250) but it’s definitely worth it.

This is a learning process. On the one hand, I’m handy enough with graphic design, web development, and wordsmithing to do a fair amount of the grunt work (cranking out site content, artwork, blurbs, etc.). But I find it hard to gain enough distance from the film to figure out how to BRAND it. The very word BRAND is horrible to me, in fact. The connotations are unpleasant – I’m going to take Found In Time, with all its individuality and rough edges, stick it in a harness and apply a red-hot steel poker to it. But it’s a very crowded media landscape, so you do need some way to decisively mark your film so your audience can find it.

I wrestled with this initially when I was writing the business plan. The fundamental question is – who, besides your friends and family, will see your film? When I wrote the script, I was trying to explore something about the nature of time, so naturally I thought the audience would be geeks like me. To get to the geeks, I figured I’d bring the film to where we like to hang out – conventions, comic book stores, genre festivals, local comics/reading/gaming clubs, and (possibly) seminars. Some of these venues would serve as springboards, spreading the gospel about the film and leading to other screenings and, hopefully, customers.

But, we didn’t want to rule out a wider release or audience, so we’re first pursuing the traditional strategy of hitting up the “top tier” festivals. We’ll see if this bears fruit. While we’re waiting for that to happen (or not), we’re putting together a list of sci-fi/game/comic conventions; fantasy book/movie clubs; and distributors and sales agents who specialize in genre material. The key with special event screenings is to make money on the DVD and merchandising sales (t-shirts, broadsheet posters, and possibly soundtrack albums). If you break even on the screening, you’re doing well. You usually have to split the box office with the venue; but the merch is all yours (just like the popcorn and drinks is all theirs).

While DVD revenues have fallen off a cliff compared to a few years ago, they’re still the strongest distribution channel for independent films like ours. People still buy CDs and DVDs because they’re physical, and generally offer higher fidelity than you can get via streaming. They’re also convenient – you get the media, the artwork, and the extras all in one package, rather than having to download bits and pieces. For DVDs we’re going to try to self-distribute at first, and see if we can self-fulfill as well (burn-on-demand services can take away 30-40% of your revenues).

The other piece of the puzzle is streaming and video-on-demand. We think Found In Time will find a home as a genre film, something folks will download who are looking through the “fantasy/sci-fi” section on Netflix or Hulu or Amazon. I’ve done this myself – that’s how I came to see Eden Log, Ink, Franklyn and other films that I had never heard about. We’re fortunate in that our title starts with a relatively early letter in the alphabet (scary, but it makes a difference).

So, great, now we know the niche to go after… how do we stand out to THEM? There are a bunch of time/reality-bending films out there right now, and a few more coming down the pike. Some (Source Code) are good, others (Adjustment Bureau) over-promised and under-delivered. Fortunately, a few low-budget sci-fi/speculative films (Bellflower, Another Earth) have come out, so I think the fans are looking for good stuff regardless of budget level or effects.

Okay, that’s it for now. Check out our trailer and poster. Also, look for the first Behind The Scenes video, coming next week (just after Halloween)! We’ll be making several of these and releasing them on the web. Hopefully you’ll find them fun and informative!

We Have Crowdfunding Liftoff

We’re still working on the teaser video for the page, but our IndieGogo.com page is up, running and accepting donations.

I admit that I was extremely skeptical of the crowdfunding model. The basic idea is that instead of hunting down a few producers and/or investors with deep pockets and expendable cash, you build a community of supporters (and potential ticket/DVD buyers) by soliciting small donations. Those donations, combined with a few dollars from your pocket, some freebies, and maybe a kindly investor (or credit card), would be enough to make your movie.

About 15 years ago, a few producers tried similar strategies. The idea was to raise the budget “one movie ticket at a time.” To my knowledge, none of those films got made. The idea seemed like a nice one. But given that people were shooting on film in the mid-90s and were trying to raise $500K for their first features, it seemed akin to saving up pennies to buy a house. Also, keeping track of potentially hundreds of donors seemed like a major nightmare.

But that was one generation of filmmaking and internet technology ago. The advent of cheap, tapeless HD makes it possible to shoot features for a lot less than before. The openness of distributors and fans to “mumblecore” movies – shot for peanuts with minimal crew, cast, and very tight, contained stories – has given us all hope that small movies with no stars can connect with an audience. And sites like IndieGogo.com, KickStarter (and the infrastructure created by PayPal and Amazon.com merchant accounts) make it a lot easier to accept and keep track of small donations.

The real revolution, though, is in the direction filmmakers and audiences are looking. We’ve all realized that we can’t count on distributors. They’ve become too risk-averse and too penny-pinching to welcome members into their cadre. To some extent, this is a return to the way things have always been: a few controversial figures get into the club, but most of the filmmakers and their movies cater to a certain taste. This is not a bad thing – studios are very good at making and marketing a certain kind of movie – but it’s only one slice of what film is truly capable of.

The ’90s and early ’00s were a brief moment when it seemed like the gates were open to a wider array of talented people; and that distributors who were interested in promoting these films, and their stars, crew, producers and directors would actually do things like cut trailers, arrange promotions, and market the film to an audience.

Sadly, I think those days are behind us, at least for now. The distributors are asking for filmmakers to do more of the heavy lifting: cut the trailer, produce the artwork, cross-promote the film, cough up all the deliverables – while promising less in return.

Compared to that, finding your audience on your own and working together with them to make your film sounds like a much better deal, even if it is more work. In some ways it’s like going back to what motivated us to get into this business in the first place. I took photos and wrote stories as a kid because I wanted to share experiences with an audience (and get applause, let’s face it). They helped me, I (hopefully) helped them.

In the long run, hopefully this will lead to a revitalization of distribution. Distributors will realize that the audience matters, that small movies can make people happy AND make money. And we’ll all be better off. Here’s hoping!