American Film Market

What a phenomenal experience and education.

The American Film Market is a gathering in Santa Monica, California, where hundreds of independent filmmakers from all over the world meet with hundreds of film distributors, brokers and producer's representatives from all over the world looking for films to represent.

EDITED TO ADD: I realized I ought to clarify this ... foreign distributors from outside the US/Canada are looking for films here from America and nations outside their own. It's strictly a business thing, filmmakers normally aren't involved. Normally.

I'm on a whirlwind schedule now so won't write a major blog on this now, but we met with many, many people about distributing THE WHOLE TRUTH, co-producing future films we are developing and laying the groundwork for long term relationships with some good people who work with films domestically (US), Canada and internationally.

With the appearance of new media - everything from wireless download phones and online services to Video on Demand to DVD to Blu-Ray to iTunes to Netflix to satellite disbursement to big screen releases to basic cable stations and networks to premium cable networks and so many more outlets, the options of a feature film's circulation are vast - everyone is seeking ways to gain exposure for any films they accept to put out to the world.

Massive restructuring and mergers continue for many as distributors work to finesse their effectiveness, but those who embrace the changes at breakneck speed continue to be successful as they learn more about new viewing habits of consumers.

I pointed out to several distributors along the way that while PARANORMAL was the #1 film at the domestic US box office two weeks ago with a $22 million weekend gross, that represents only a few more than 2 million filmgoers - among a national population of 300 million people.

That's approximately .66 of 1% of the nation. Similarly, a box office gross of $100 million = an audience of 10 million, or just more than 2% of registered US residents.

Fewer people are going to films in theaters. Ticket prices are too high for what is being offered; consumers are not seeing what they want to pay for in theaters. Even young film goers send in a sacrifical viewer - who texts his or her friends waiting outside the theater whether a film is good enough to pay for. If it gets a thumbs down from the reviewer? Everyone goes for pizza instead.

The basics must still be in place to get the best deals for worldwide distribution to be released in a myriad of formats: good cast, well performed, good story and characters and good production quality. Lots of other deals can be had with iffy films, but, with rare exceptions, the deals are not as good.

Quality distributors are also looking for long term relationships with filmmakers who want to not just make good movies, but to increase the quality of their work with every ensuing feature.

In addition to working hard to get the best distribution deal for THE WHOLE TRUTH now, we are developing three features to be made in the future - each a very different genre.

Stay tuned!

In LA for distributors' screenings

It's now Monday night and several more distributors rsvp'd "yes" today to the 2pm theater screening of THE WHOLE TRUTH in Burbank tomorrow, which is nearly full now; still more rsvp'd "yes" to the 7:30pm theater screening in Beverly Hills - where studio reps, other distributors, Elisabeth Röhm and special guest stars will be on hand.

Producer Larry Estes put out the invitations, so they're responding to him.

Some distributors who are not coming to either screening have requested "screeners," the dvd-very low resolution format of the film - which won't be ready until at least a few days after the theater screenings. We may not send them because we're hoping to sign a deal within two days after the screenings.

We've also prepared THE WHOLE TRUTH posters for display outside the theaters so the distributors will see them before they see the film, which should give them a taste of the film's tone in case they've not seen the teaser or the trailer.

The most exciting part for me is not just spending time with our special guest stars - superb and well known talents all - and good distributors who know their stuff, but as soon as we have a solid distribution deal, we can get started with our next feature film, THE LONELY GOATHERD!

Thanks to all the folks who have sent their best wishes, high fives and good luck; at this point we are hoping the film sells itself!

In case there is no distribution deal signed among the folks attending? We have other resources and contacts to help us; hopefully we won't have to turn to them!

On to distribution!

I'm back in Bad Animals' Sound Studio today, putting the ultra finishing touches on the new cut of THE WHOLE TRUTH with sound editor Dave Howe, preparing it for two screenings we're holding for distributors and their representatives in theaters next Tuesday afternoon in Burbank and evening in Beverly Hills.

It appears at this point we'll have a good turnout. Quality distributors will be represented - and the most shocking news is how many studios are sending reps, when most studios have done away with their indie film departments or simply kissed them off.

Several of the film's stars will be on hand to chat after the film is screened. At least one surprise guest star will be there; she's not associated with the film, but she's gracing us with her presence for moral and critical support. I'll take photos.

After we finish our work in the sound studio today, "screeners" of the film will be made to show those who cannot come to the screening - or the bosses of those who are there, if they have an interest in picking up the film.

Screeners are always scary to me because they are often viewed on (smaller) TV screens and although they are made on DVD formats, they are made with a very degraded picture quality - ultra-low resolution - which is near hideous compared to the splendid look on the big screen - and the way the film will appear when its DVD is created.

Two reasons for this: the most important is that it can't be pirated, the second is that the word "screener" pops up here and there so whoever watches it will know that it's not intended for sale or normal entertainment, only to be screened by an official film festival viewer or distributor/rep.

Screeners won't be made available until the end of next week; we hope to seal the deal with a distributor within two days of the screening - before screeners will be available.

Veteran screeners know the low quality is part of the viewing package - others do not and wonder about it, which is why we're advised not to show screeners to anyone other than those for whom it's intended.

The new poster is also printed up for distributors to see as they enter the theaters at which we're screening the film so they can be prepared for what they're about to see.

As excited and proud as I am of this new cut, I'm keeping my expectations to a minimum. As much as I love and am in love with this film, I can only hope others will be, too - but it's like introducing your incredible fiancee to your friends.

You're madly in love with her - hoping, praying they love her at first sight - but in fact because she's so unique, they may need a moment or two to get to get to know her so they will love her as much as you do!

My assistant Aaron has a motto: "Ya never know."

So true.

Especially when it comes to comedy.

I'll give you the blow by blow of the distribution process after the screening next week - and explain why I asked our producer Larry Estes to invite some folks in the movie biz not ordinarily asked to attend these events. I'm really intrigued to see if/how it works out!

Wish us luck!

Film distribution

In this still frame from THE WHOLE TRUTH, acting coach Angela Masters (Elisabeth Röhm) coaches a criminal client as lawyer sidekick Brad Sanders (Jim Holmes) approves.

Something special is happening with our movie, thanks to our appearance in the Seattle International Film Festival, my website and blog, the growing numbers of folks watching the trailer on YouTube, the poster for the film, THE WHOLE TRUTH official website, other entertainment websites and blogs, fan sites, word of mouth and "buzz."

We've been contacted by several legitimate film distributors - worldwide (domestic and international), international (outside US) and domestic (US and, usually, Canada).

At this point we're keeping a list of all interested distributors who have contacted us - and will continue to add to that list through our SIFF screenings, as well as including distribution contacts we already have.

We're checking reputations (some promise but don't pay filmmakers their share of the profits, others are spot on fair and honest) and records for supporting and marketing films they have chosen.

Marketing is a big deal. It's a costly endeavor and we can name the films that died because of inappropriate, poor or totally misguided marketing on a roll of toilet paper, there are so many.

I started marketing THE WHOLE TRUTH in a unique way; one that is intended to raise curiosity and promise about the film without giving away the hundreds of surprises contained within. It's also a thriller/screwball comedy whose genres I've turned on their ears, which means that it's, um, different.

I think it's different in a way audiences will love -- but we'll find out if that's true next week, won't we?

We're also looking for a distribution partner, not someone simply wanting to make the most money from just one film, or a "one-off."

We're going to be making films for many years to come, so we want to hook up with a solid distributor who will be with us for the duration. We're only making quality, entertaining films, and we're looking for someone who feels the same way about marketing and distributing quality, entertaining films.

Meanwhile, here is what the SIFF program viewer wrote up about THE WHOLE TRUTH for their catalogue - I think it reveals the tone and texture of the film very well - it's what most distributors unfamiliar with our film are reading:

Angela Masters is an acting coach with an unusual client list.

Instead of catering to Hollywood celebrities, she gives what could be described as personality transplants—“character transformations,” if you will—to accused criminals.

By making her clients appear slightly more sympathetic to juries, Angela has become a specialist in securing acquittals for some decidedly shady characters.

This lucrative enterprise is interrupted when Angela overhears a client she helped set free plan a heinous crime—then she becomes a target for murder.

Portrayed by Elisabeth Röhm, of Law & Order fame, Angela discovers that escaping death and finding who she really is becomes the most expensive—and rewarding—experience of her life.

The plot points resemble those of a pure courtroom thriller, but Seattle director Colleen Patrick, in her feature debut, has turned the genre on its ear to create a fast-paced and hilarious satire about the current state of the legal system.

Billing itself as 'a screwball comedy—with a twist,' the film contains sharp dialogue and strong comic performances.

Filmed at various locations around Seattle and Tacoma, The Whole Truth packs in rapid-fire laughs, but also neatly skewers the sorry state of the American 'justice' system.

Come this weekend, THE WHOLE TRUTH trailer will also be available through the SIFF online catalogue for them to peruse; the official website is already posted.