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How
Distributors Evaluate Films: NALIP How-To-Lesson #1
Filmmakers
are often dismayed when they witness how motion pictures
are bought and sold at a market such as AFM or Cannes.
Films are often treated like a commodity. The atmosphere
is more akin to a fish market than art gallery. Most
buyers are bottom-line oriented and spend little time
contemplating the artistic merits of a picture. Needing
to license a lot of product quickly, they rush from
one screening to another like contestants on “Supermarket
Sweep.” They may acquire films on the basis of trailers,
posters and cast without viewing the entire movie. Or
they may hit the fast forward button and quickly scan
scenes that the filmmaker labored over. They may even
buy in bulk, purchasing packages of ten or more films.
The
primary concern of buyers is simply: How can I make
money by distributing this film? Which leads directly
to the query: “How can I sell this to sub-distributors
and/or the public?” The marketability of the picture
is of paramount concern. A brilliant film that is difficult
to market may be less desirable than a mediocre film
with marketable elements.
Distributors
typically market indie films in several ways:
1) NAME ACTORS: “Who is in it?” is the first question
that most foreign buyers ask. Sometimes a name director,
such as Quentin Tarantino, will suffice instead of name
actors.
2) FESTIVALS: Movies that have won acclaim at major
festivals can be marketed on that basis. You don’t have
to be a marketing genius to recognize that placing a
banner across your poster proclaiming: “Winner, Sundance
Film Festival,” will help attract an audience.
3) REVIEWS: Reviews by the trade papers (e.g., Variety,
Hollywood Reporter, Screen International) and major
media, such as the L.A. Times, N.Y. Times, or Ebert
& Roeper, are useful in marketing a film. Quotes from
such critics are often included in advertising.
If
an independent film does not have one or more of the
above elements, many distributors will pass on it. It
is not that they do not like the film — they may think
it is brilliant but they do not see an obvious way to
market it, much to the chagrin of the filmmaker, who
has struggled for years to create a masterpiece. The
distributor has no investment — financial or emotional
— in most of the films they acquire from producers.
Thus,
the filmmaker’s quandary: since many low-budget independent
films are not high-concept, and may not have much sex
or action, they must rely on good word of mouth to build
an audience. But one cannot generate word of mouth unless
one’s film has been released to the public. If no distributor
is willing to take the financial risk of marketing the
picture, the film may never find its audience. Of course,
a filmmaker could book the film into theatres directly,
by either renting the theatre (“four-walling”) or entering
into a “service deal” with a distributor. These arrangements,
however, require the filmmaker to finance the cost of
prints and advertising, which can amount to more than
the production budget. Many indie filmmakers are broke
by the time they complete their film.
Sometimes
a controversial or newsworthy film can be distributed
on the basis of publicity, such as Michael Moore’s “Fahrenheit
9/11.” But do not think that just because you made a
great film on a minuscule budget that this is newsworthy.
This is old news.
If
you want to interest distributors in your film, figure
out how to market it. Make the distributor’s job easy.
If you are passionate about your story, you should be
willing to brainstorm to come up with a good title and
a marketing hook. Then persuade distributors that your
campaign will work. It may be helpful to prepare a professional
looking one-sheet, poster and/or trailer. By doing the
heavy thinking for them, distributors can quickly see
how to promote your film.
Mark
Litwak was a mentor at the 2003 NALIP Producers Academy.
He is a veteran entertainment attorney and Producer’s
Rep based in Beverly Hills, CA and the author of six
books including: Reel Power: The Struggle for Influence
and Success in the New Hollywood, Dealmaking in the
Film and Television Industry, and Contracts for the
Film and Television Industry. He is the author of
the CD-ROM program Movie Magic Contracts, and the creator
of the Entertainment Law Resources website at www.marklitwak.com.
He will contribute pro bono advice here from time to
time.
With
Potter, Mexican Director Returns to Teen Life
Reuters
Before
directing child wizard Harry Potter as he enters the
dark world of adolescence, Alfonso Cuaron was known
for another coming-of-age film -- a road movie about
two foul-mouthed, pot-smoking teenagers clumsily fornicating
their way to adulthood.
Potter
makes magic at U.S. boxoffice
The
boxoffice power of teen wizard Harry Potter seems to
be increasing with age as the third film based on author
J.K. Rowling's popular series proved the most potent.
Warner Bros. Pictures' "Harry Potter and the Prisoner
of Azkaban" debuted in North America in 3,855 theaters
and levitated an estimated $92.6 million -- the best
in the "Potter" series and the third-biggest opening
of all-time after Sony's "Spider-Man" ($114.8 million)
and DreamWorks' "Shrek 2" ($108 million). Read
the story!
Strangers
in the Barrio, Testing Cultural Flexibility
By VIRGINIA HEFFERNAN
Nine
suburbanites learn how to live in the barrio of East
Los Angeles and appreciate the struggles of the urban
poor in a new reality show on Sí TV.
MTV working in real time on unscripted celeb series
MTV has ordered 10 pilots in consideration for series
orders for the 2004-05 season. True to form from the
home of "The Osbournes" and "Making the Band," the pilots
plant celebrities -- including Cameron Diaz, Wilmer
Valderrama and Frankie Muniz -- in unscripted settings.
Read
the story!
Latin TV star Saralegui crossing over to English-language
shows Latin TV queen Cristina Saralegui is getting ready
to make a splash in English-language programming. Among
her efforts: Playing herself in a sitcom based on her
experience as a print journalist who becomes a TV primadonna
and powerful all-around-media figure. Variety
(subscription required) (6/6)
SAVE
THE DATE! June 18th, 2004
Los Angeles Film Festival
IFP/LA's DAY OF DIVERSITY, 6pm-9pm
IFP/LA's
2nd Annual DIVERSITY EXPO at the Director's Guild of
America (DGA) 7920 Sunset Blvd (just west of Fairfax)
in the DGA Atrium. Hosted by IFP/LA’s Diversity Committee
and actor Richard T. Jones (Twisted, Phone Booth, The
Wood).
The
IFP/LA Diversity Expo is an opportunity for filmmakers
of color to meet with key film and entertainment organizations
and network!
*Meet
industry professionals and representatives from over
40 film organizations
*Live DJ, complimentary cocktails, and food!
*Diversity Expo is free and open to the public
*Last year over 400 people attended the Diversity Expo
*Student filmmakers, recent arrivals to the city, and
all filmmakers looking to expand their network are encouraged
to attend!
*Find out how IFP/LA can help you as a filmmaker as
well
Say
goodbye to those typical boring Hollywood networking
parties...
JOIN US AND GET TO KNOW THE REAL ENTERTAINMENT FILM
COMMUNITY!
THE DIVERSITY EXPO IS FREE AND OPEN TO THE PUBLIC!
PARKING
INFO: Public parking is available at the DGA and the
8000 Sunset/Laemmle Sunset 5. Additional Festival parking
is available at the St. Ambrose Church, 1281 N. Fairfax
Avenue (at Fountain). Parking at the church is $5/Vehicle.
There are some restrictions at this location so please
read the posted signs. A free festival shuttle is available
between the St. Ambrose lot and the DGA: June 18th.
I've recently commenced my new position here at SiTV
as their Manager of Development. SO if you have a non-scripted,
general entertainment idea that fits our 18-34 demo,
don't hesitate to contact me to set up a pitch meeting!
Dolly
Josette Espinal, Manager of Development
Sí TV
3030 Andrita Street, Bldg. A
Los Angeles, CA 90065
Main (323) 256-8900 x 133 Fax (323) 256-9888
DEspinal@sitv.com
Sí
TV SEEKS SUBMISSIONS FOR: NOT-SO-FOREIGN FILMMAKERS
SHOWCASE
New Network in Search of Independent Films
Los
Angeles (June 1, 2004)-- Sí TV, a new English-language
Latino cable network that launched nationally on February
25, 2004, is seeking entries for its Not-So-Foreign
Filmmakers Showcase to license for its Fall 2004 programming
schedule and continuing in 2005. The channel is considering
independent films, both short and feature length, by,
about and/or featuring Latinos, Asians, or Blacks with
subject matter appealing to an adult 18-34 audience.
Each
film must be submitted by the person or company authorized
to distribute the film. All entries must be submitted
on VHS or DVD and will not be reviewed unless accompanied
by a synopsis as well as a Submissions Release Form,
which can be found at www.SiTV.com.
Sí
TV
Attn: Not-So-Foreign Filmmakers Showcase
3030 Andrita St., Building A
Los Angeles, CA 90065
Please
note copies will not be returned. Entries must be received
by August 15, 2004. Please visit www.SiTV.com
for more information. Contact: Jenn Vigil, 323.543.2750.
ATTENTION GREAT LATINO SINGERS (who also act!)
Jose
Luis Valenzuela, Artistic Director of the Latino Theater
Company, will be holding auditions for a reading of
Evelina Fernandez’s new stage musical. L.A. Carmen.
The
auditions will be held Wednesday June 9th from 1-5 at
the John Anson Ford Theatre, 2580 Cahuenga Blvd. East,
in Hollywood. Please bring your resume and your own
taped accompaniment of a song you would like to perform.
Sides will be available at the audition.
The
staged reading will take place on July 10th at 1 pm
at the John Anson Ford Theater. Rehearsals will be the
week of July 5th. To schedule an appointment please
call Lucy Rodriguez at (310) 559-1482. No pay. Possible
stipend. 40-hour week in Santa Monica offices plus some
evening/weekend member outreach work. Strong computer,
editing, phone and organizational skills essential.
FT
Membership Coordinator Position Seeking Great Candidates
at NALIP
Replaces
writer-producer
Abel Salas, Membership Coordinator at NALIP since
last June, who has become Membership & Registration
Coordinator at NATPE (National Association of Television
Program Executives) and must reluctantly resign. Candidates
should have working knowledge of Microsoft Office applications
including Excel, Publisher and Word as well as familiarity
with FileMaker Pro. The Membership Coordinator is the
principal office administrator and key point of contact
for NALIP members. In addition to phone and database
maintenance duties, the Membership Coordinator works
closely with Latinos in the Industry co-editor to publish
and distribute the Latinos in the Industry e-newsletter
two or three times per week, maintains the subscriber
database and processes all new memberships/membership
renewals.The
Coordinator will also attend industry events and functions
in an effort to partner with local and national organizations
and attract new members. Responsible for adding member
benefits and interfacing with Chapters around the nation.
The
Coordinator assists both the Executive Director and
the Signature Programs Director with Board presentations,
NALIP programming and individual projects, including
the Latino Writers Lab, the annual Conference, the Latino
Producers Academy and the Latino Media Resource Guide.
Interested applicants should fax a resume along with
a cover letter to 310.453.5258.
I'm
looking for a really good assistant editor for
intermittent work over the next month, starting next
week (6/7/04). Probably about 5 - 8 hours this coming
week. Must be proficient at Avid Express Pro.
Jobs:
digitizing (from DV), logging etc.
Catch:
It's at my editing room in Santa Rosa. Is there anyone
who lives up this way?
Wage:
$20/hr
Show:
It's a documentary on Native American Environmentalism.
Great material.
Call
me at (707) 585-8575 or email me resume at momshead@ap.net.
Thanks
so much,
vivien hillgrove
Production
Assistance Program Administrator, Women Make Movies
New York, New York
Women
Make Movies is seeking a Production Assistance Program
Administrator who will report directly to the Executive
Director of Women Make Movies. The Production Assistance
Program Administrator is responsible for developing
and implementing all aspects of the Production Assistance
Program including the fiscal sponsorship program, workshop
series program, as well as an online newsletter and
resource materials.
Specific
duties include: consultation with producers on fundraising
and budgeting, scheduling and promoting workshops and
seminars, and publishing an on-line electronic newsletter
on the program. The Production Assistance Program Administrator
will also work with the Executive Director on development/
fundraising for the Production Assistance Program and
the organization, as well as administering our Friends
program.
Ideal Candidate:
• Experience with and commitment to multi-cultural,
feminist media;
•
2-3 years minimum media arts/non profit experience;
• Experience with fundraising and development;
• Media production experience very helpful;
• Excellent communication, writing and interpersonal
skills;
• Ability to work in a busy, fast paced atmosphere;
• Sense of humor.
Salary:
Please send requirements. Excellent benefits package,
including retirement.
Please
mail a resume and cover letter to:
Women Make Movies
462 Broadway, Suite 500
New York, NY 10013
Women
Make Movies is a multicultural, multiracial, nonprofit
media arts organization, which facilitates the production,
promotion, distribution and exhibition of independent
films and videotapes by and about women through an internationally
recognized distribution service and a production assistance
program. The Production Assistance Program provides
fiscal sponsorship, technical assistance and information
services to independent media artists through a fiscal
sponsorship program, workshop and seminar series, and
through a series of online electronic resources. WMM
is an equal opportunity employer and encourages women
of color, lesbians, and older women to apply.
Alex Mendoza
Alex
Mendoza & Associates
8835 Las Tunas Drive
Temple City, CA 91780
626-614-8277
alexmend@aol.com
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