Creativity and Logic Get Hitched

While it is critical to be mindful of the tangible metrics that films are measured by, it is equally important to assess the intangible.  Aspects like cultural and moral significance are not found on a film’s profit and loss statement, they are not displayed in The Hollywood Reporter and are not, for the most part, heavily factored in an investor’s decision.  However, they should be factored into yours.  Filmmakers are their own brands, and their work is an extension of themselves.  Though cultural and moral significance cannot be measured on the bottom line, they are a powerful reflection of your brand, measured by career longevity.  You cannot monetize the fact that because you did a certain film, you were able to get a star cast that resulted in a smashing box office success.  Creative logic is what enables you to leverage your brand to benefit your career.

The Freedom of Thought

One of Sceneclips’ primary goals is to change the way that filmmakers think.  Filmmakers are inherently entrepreneurs, each film marking the creation of a new business.  We wish to help filmmakers raise funding by exercising that which is their core competency, creativity.  It is the freedom of thought that provides endless opportunity.

Scott Macaulay, Editor of Filmmaker Magazine wrote a great piece in the Fall 2008 Editor’s Letter that I would like to share with you.

“We are in a new world, and whether that world is a temporary one marked by economic recession and, for film, a muddling through to more efficient new revenue models or, whether it is, as may be more likely, a lost decade during which the production and distribution paradigms of independent filmmaking are radically reshaped, new thinking will be required to survive.  Those who do make it will not be the richest or the most established but rather, the most creative, nimble and free in their thinking.  Those who are able to conceive of the new world will be the first to arrive there.”

Need Money? Follow The Formula

Investors are looking for one thing, money…  Ironically, you as the filmmaker are after that same thing – just a bit earlier in the cycle.  However, money to you serves only as the means to an end.  What you really want is to tell a story.  In order to do that, I advise that you follow the formula:
Originality + A-list + Marketability = Investment.  If any one of those three components are missing, your chances of raising equity investment is substantially lower.

• Originality – Do you tell a moving story with compelling characters?
• A-list – Doesn’t necessarily have to be A-list, but a proven moneymaker is a plus.
• Marketability – Will people want to see your film, why?

The Most Important People In The Business

“The most important people in the film business, by far, are the assistants.  Revere them.  Befriend them.  Treat them with unadulterated respect.  Know their names and make them your ally.“

These words were taken from a preview chapter of the upcoming book The Tactical Toobelt for Screenwriters by accomplished producer, author and speaker, Gary W. Goldstein.  The chapter entitled The Assistant… Your Most Valuable Asset, delivers a wealth of information about how to make yourself known in the industry.

Perform Due Diligence

• Know as much as you can about the person and company you are calling – research the assistant’s name, employer, films, clients, and interests

Empower The Assistant

• The assistant is the gatekeeper – approach them as if they are your objective
• Assistants are privy to shocking amounts of information – seek their opinion, assistance, answers, & knowledge
• Direct your screenplay to the assistant, not their boss

Communicate Effectively

• Assistants field over 100 calls a day – always ask if it is a good time to speak
• The ideal time to call an assistant is at or shortly after 1pm – stress levels are lower and engagement is higher when their boss is at lunch
• Volunteer to email the assistant your contact info – in exchange you will get theirs
• Be kind and respectful… make them smile

The Tactical Toolbelt For Screenwriters: How To Market & Grow Your Passion As A Career will be available digitally early next year.  Visit Gary’s website to download the full preview chapter: The Assistant… Your Most Valuable Asset.

Innovative Film Marketing Tactics

Weather you are writing a treatment, crafting your pitch, or establishing your print and advertising campaign, David Meerman Scott will improve how your market your content.  While David does not directly target filmmakers in this presentation, his concepts and ideas will change the way you think.

Who Is Your Market?

Debra Eckerling wrote a fabulous piece titled “Market as You Write” in the November/December issue of Script Magazine. In the article, Debra Eckerling advises screenwriters that what studios, producers, and agents are looking for is the crucial element of marketability.

“A screenwriter may have an intrinsically important, personal story to tell, but if there aren’t any commercial elements to it, he [or she] may as well be writing in a vacuum.”

Debra says the two essential aspects that screenwriters should focus on are knowing their market and creating a script that people want to make – know what interests them:

• Actors: complex characters who are both fascinating and interesting
• Directors: exciting worlds they can translate to the screen
• Producers: money & awards

These are essential to achieving your overall objective: crafing a script that gets sold.

Productions Making Money On The Web

Last Wednesday provided me with proof that the theory of web TV series not being able to make money is wrong… kind of.  The rapidly evolving space of professionally produced web content has peaked the interest of corporate capital.  This is evidenced by Microsoft and Sprint’s investment in the web series The Guild.  Creator/writer/producer Felicia Day spoke at length about The Guild at Wednesday’s Hollwood WebTV Meetup.  Though Felicia was unable to get into the specifics of the deal, she did speak about the evolution of The Guild and broadly about how the deal came to fruition with Microsoft.

The Guild was inspired by Felicia’s addiction to the online videogame megahit, World of Warcraft.  The Guild, which follows a group of gamers, quickly found a loyal audience – season one was supported through paypal donations.  With over 10 million hits, multiple awards, and over 60,000 YouTube subscribers, The Guild has created a powerful web presence.

The Success of the The Guild’s First season, presented the series with many sponsorship opportunities.  Refusing to give up creative control, Felicia passed on dozens of deals… until Microsoft.  Microsoft allowed Felicia to retain creative rights, and in addition to distribution over the web, Microsoft proposed distribution through the proprietary XBox Live platform.  This was the win-win that Felicia was looking for.

The Guild is currently in production on Season 2 and has just released the second episode.  The Guild reaches a global audience, being subtitled in 8 different languages, and sits right next to 30 Rock on XBox Live.  Check out the Felicia’s 3-part interview below with WhedonAge to learn more about The Guild.

Principles To Live By

First off, happy holidays!  As we approach Sceneclips 2009 beta launch, I would like to quickly impart the words and principles of success that both inspire me and act as the foundation on which Sceneclips will be run.

• The keys to success are Drive, Dedication, and Determination.
  
• A quitter never wins – and a winner never quits.
  
• Every failure brings with it a seed of equivalent success.
  

It is our wish that all artists live & breathe these principles in their craft.  Remember the words of the great writer Napoleon Hill: “There is a difference between wishing for a thing and being ready to recieve it.  No one is ready for a thing until he believes he can acquire it.”