How to test screen your indie feature

Ben Yennie posts on Guerrilla Rep Media How and Why to Test Screen Your Independent Film and lists five main things that work:

  1. “Invite people who aren’t filmmakers.
  2. Give out printed comment cards/sheets at the close of the event.
  3. Ask the viewers to rate the film on IMDb & give them the ability to at the screening.
  4. Capture emails to let the beta viewers know when the film comes out.
  5. Consider inviting local press.”

Your film should be close to picture lock and the test screening invitees should be strangers representative of your target audience.

The survey you hand out to every single viewer must be printed on paper and ask for their demographics (but not their name) as well as answers to specific feedback questions.

Ben suggests you ask the test screening audience to rate your film on IMDb after completing the paper questionnaire and before the Q&A.

He also suggests you collect their email addresses so you can contact them with news about your film in the future.

Finally, he suggests you invite local press to your test screening to start creating a buzz for your project.

John August has suggestions for your questionnaire.

Don’t want to organize all this? These folks will hold your test screening online — all for $10,000 and up.

My take: this is all good advice. The test screening vlog by Darious above is great too. I must admit I have never heard of asking your test screening audience to rate your film on IMDb before it has been released. The main takeaway from all this is that you don’t want your premiere to be a de facto test screening because it will then be too late to incorporate anything you learn into the finished film. Well, you can, but it will just be much more expensive to make any changes at that point.

Auteurs: if you believe in your film, produce it

Randee Dawn, reports in the LA Times: For auteurs, the question sometimes becomes: How much do you believe in your film?

Her thesis is that to guarantee getting your film made, more often now, you have to produce it yourself:

“Being inspired by film actors, directors and writers is easy. It’s all there on the big screen, in the finished project. But fewer aspirational filmmakers first think, “What I really wanna do is produce.” That particular job, which can cover an enormous range of organizational, financial and generally unsexy duties, is frequently invisible and thankless. But without producers, films wouldn’t get made. Perhaps that’s one of the reasons we’re seeing so many writer-directors also putting on producer hats this season. Films including “Marriage Story,” “The Report,” “Knives Out” and “Parasite” have all been made by filmmakers wearing three hats, while “Jojo Rabbit” and “Motherless Brooklyn” feature writer-director-actors who took on a producing role.”

She interviews Edward NortonRian JohnsonScott Z. BurnsBong Joon HoTaika Waititi and Noah Baumbach for their perspectives.

On producing, Norton evokes the legend of Sisyphus:

“Writing is lonely; directing and acting, if you’re overlapping them, is challenging but fun. But producing is just pushing a rock up a hill. And sometimes it rolls over you on the way back down.”

He goes on to explain why he produced his own indie:

“It’s the film business equivalent of if you want something done right, you have to do it yourself. It’s a necessary grind to get to the fun part. And if you believe in your story, it’s what you have to do to put it all together.”

My take: I love DIY filmmaking! More often than not, no-budget filmmakers like me wear many, many hats, including the producer’s. But finding someone who only wants to produce is a challenge. Everyone wants to direct, or shoot. If you want to produce, let’s talk. I’ve often said, “If you can balance your chequebook AND throw a fantastic party, you can produce.”

Cineplex Board: a present for all Canadians?

As 2019 turns into 2020, the Cineplex Board of Directors has given Canada a present, one that has the potential to change the mediascape into something never seen before: the option to have control over our country’s movie screens.

Recall that Cineplex accepted an offer from the United Kingdom’s Cineworld to buy it for $2.8-billion on December 16, 2019.

It then entered a 7-week “go shop” period in which it can accept better offers until February 2, 2020.

In a nod to nationalism, the Cineplex Board made the terms more advantageous for a Canadian offer by halving the deal termination fee of $56-million.

My modest proposal: let’s add a movie theatre chain to the pipeline the people of Canada already own!

Why control the movie screens in our country? To enforce screen quotas, of course. The reason Canadians don’t see Canadian movies at the local mutiplex is because those theatres would rather show American movies. Embarrassingly, we had to give up our national policy target of a measly 5% of the box office because we missed the mark so badly year after year.

With almost 1,700 screens in 165 locations and approximately 75% of the audience, we could finally see our own stories on the big screen. It’s about time, eh?

It worked for Canadian music on Canadian radio, and it’s called CanCon.

My take: as much as I would love to see this happen, I’m afraid it won’t, if only because the remaining movie theatre operators in Canada will complain that Cineplex CanCon would have the unfair advantage of unlimited (taxpayer) funding. Fine, I say, we’ll buy you out too! Imagine if the people of Canada owned every movie screen in Canada!

The plots in ‘Love Actually’ rated

Carrie Wittmer, writing in Elle, has ranked every storyline in the 2003 Christmas classic ‘Love Actually’.

She says:

“I ranked all the storylines while considering many factors, including: if the storyline holds up in 2019, if the story would make a good standalone movie, and if Love Actually would be Love Actually if the story was not in the movie.”

Here they are, from the bottom to the top:

  1. Jamie (Colin Firth) and Aurélia (Sienna Guillory)
  2. Sarah (Laura Linney), Karl (Rodrigo Santoro), and her brother (Michael Fitzgerald)
  3. Colin (Kris Marshall), Tony (Abdul Salis), and America
  4. Julia (Keira Knightley), Peter (Chiwetel Ejiofor), and Mark (Andrew Lincoln)
  5. Harry (Alan Rickman), Karen (Emma Thompson), and Mia (Heike Makatsch)
  6. Karen and Joni Mitchell
  7. Rufus (Rowan Atkinson) and wrapping
  8. John (Martin Freeman) and Judy (Joanna Page)
  9. David (Hugh Grant) and Natalie (Martine McCutcheon)
  10. Daniel (Liam Neeson), Sam (Thomas Sangster), and Joanna (Olivia Olson)
  11. Billy Mack (Bill Nighy) and His Manager (Gregor Fisher)

Her critique is hilarious, actually!

Bonus: Mariah Carey has just released a new video to celebrate the 25th anniversary of her international hit, All I Want for Christmas is You, that Olivia Olson sings in the movie.

My take: I’ve just finished watching Love Actually (my favourite holiday movie) for another year. (Die Hard is my second favourite.) In retrospect, it’s very interesting how much music is in the film. If this script is genuine, Richard Curtis did write it with the music very much in mind. Supposedly, that’s a cardinal sin. (btw, here’s another take on the rankings. And another. OMG, it’s a trope, acutally!)

Macao: it’s all arthouse now

Rebecca Davis reports for Variety at the recent Macao International Film Festival on the future of indies and theatrical distribution.

She says:

“New viewing habits brought on by the rise of streaming have hastened the demise of the mid-budget American indie, changed the very definition of arthouse cinema, and shaken the indie distribution business. But theatrical is still here to stay, attendees of the Macao International Film Festival’s closed-door industry panels concluded Saturday.”

Some takeaways:

  • “Prestige” films by streamers are more about awards and PR than a threat to theatrical.
  • Mid-budget indie films have all but disappeared and the theatrical box office is blockbuster movies on one hand and local fare on the other (in the massive India and China markets at least.)
  • Audiences are more inclined to search out indie films at home on their streaming services than at the multiplex.

Panel moderator Andy Whittaker, founder of distributor Dogwoof, says:

“Arthouse used to mean a Korean film that was award-winning. Now, an arthouse film is not a comedy, not ‘Star Wars,’ and everything else. Even mid-budget, $10 million movies are all arthouse.”

Dori Begley, executive VP of Magnolia Pictures, concludes:

“Producers are happier and distributors are miserable. There’s more production work for hire and less of an opportunity to nurture talent as there once was.”

My take: as the decade closes, streaming has truly conquered both TV and theatrical to become the undisputed source for the majority of viewing. The technology has matured so that bandwidth and resolution are no longer issues. However, access and discoverability, as well as curation and choice are increasingly becoming problematic for indie filmmakers and their supporters.

Streaming killed the DVD star

Michael Therkelsen claims on Horror Society that “VHS is kind of making a comeback“:

“Perhaps solely due to the horror genre’s loyalty to this form of home media, independent film-makers are releasing their flicks on VHS with limited and special editions, or as perks on fundraising campaigns.”

He then links to a fascinating documentary called The King of Catalog:

It’s a documentary about the career of Jeff Baker who worked as a leading figure in the home entertainment business from the 1970s until 2015. His career, in many ways, mirrors the arc of home video, from Betamax to VHS to DVD, from the rise of Blockbuster to its fall, and from boxed sets to streaming.

I couldn’t really corroborate Therkelsen’s claim but did find Kate Hagen‘s Search for the Last Great Video Store.

This is a long but fascinating read about access to films, technology, video stores and unapologetic nostalgia. For instance, did you know the world’s largest video store has over 130 thousand titles but Netflix has less than four thousand? For comparison, the average Blockbuster had around 10,000 movies.

After outlining some of the issues with digitizing classic movies, Kate tours some great video stores, maps them on the world and concludes:

“As technology continues isolating us and pushing more of our daily interactions into the digital space, I have to believe there’s going to be a bounce-back moment for video stores just as there’s been for independent booksellers and record stores.”

My take: Victoria is lucky to have Pic-a-Flic Video! Beyond all the nostalgia here, I learned that Netflix’s DVD rental service might just make more money than its streaming service!

‘Digital Fur Technology’ can sing and dance

Cats‘ has released a second trailer:

This one aims to do better than the first one:

Does it?

Well, it is shorter, at 99 seconds, versus 142 seconds.

It outlines more of a story for the audience to expect. And the cats spend almost all of their time on two feet, rather than on all fours. It’s brighter.

But the biggest change was suppose to be with regards to the “digital fur technology.”

Director Tom Hooper, quoted in Empire Magazine in his first interview anywhere about the movie, claims that the explosive response caught him off guard:

“I was just so fascinated because I didn’t think it was controversial at all. So it was quite entertaining. Cats was apparently the number-one trending topic in the world, for a good few hours at least. We’d only finished shooting in March, so all the visual effects were at quite an early stage. Possibly there were, in the extremity in some of the responses, some clues in how to keep evolving it. When you watch the finished film, you’ll see that some of the designs of the cats have moved on since then, and certainly our understanding of how to use the technology to make them work has gone up, too.”

O-kay.

Me, I hardly see a difference. Maybe, when you compare Jennifer Hudson in #2 at 1:08 with her slightly furrier self in #1 at 2:04. But the others seem virtually the same. See 1:50 (#1) and 0:40 (#2.)

My take: what I think is fascinating about this is that the audience has had an impact on the final film. An early trailer caused the blog-o-shpere to gag. And the filmmakers listened and subsequently modified the film. This is a purr-fect (sorry) example of the filmmakers giving their audience what they want. Should more films do that?

Some SmartTVs to become obsolete

Catie Keck reports in Gizmodo: Here’s Why Netflix Is Leaving Some Roku and Samsung Devices.

She says,

“Select Roku devices, as well as older Samsung or Vizio TVs, will soon lose support for Netflix beginning in December…. With respect to Roku devices in particular, the issue boils down to older devices running Windows Media DRM. Since 2010, Netflix has been using Microsoft PlayReady. Starting December 2, older devices that aren’t able to upgrade to PlayReady won’t be able to use the service.”

Netflix says,

“If you see an error that says: ‘Due to technical limitations, Netflix will no longer be available on this device after December 1st, 2019. Please visit netflix.com/compatibledevices for a list of available devices.’ It means that, due to technical limitations, your device will no longer be able to stream Netflix after the specified date. To continue streaming, you’ll need to switch to a compatible device prior to that date.”

Antonio Villas-Boas writes on Business Insider:

“This has surfaced one key weakness in Smart TVs — while the picture might still be good, the built-in computers that make these TVs ‘smart’ will become old and outdated, just like a regular computer or smartphone. That was never an issue on ‘dumb’ TVs that are purely screens without built-in computers to run apps and stream content over the internet.”

He concludes, “You should buy a streaming device like a Roku, Chromecast, Amazon Fire TV, or Apple TV instead of relying on your Smart TV’s smarts.”

My take: does this happen to cars as well?

More celebrities are about to rise from the dead

Alex Lee, writing in WIRED UK, reveals that the messy legal scrap to bring celebrities back from the dead is only going to get weirder.

Recall that earlier this month Twitter convulsed when it was announced that 55-year dead James Dean had been “cast” in a new Vietnam war movie called Finding Jack.

(Never mind that numerous actors in franchise films have already been resurrected with CGI to continue playing roles into which they once breathed life: Peter CushingCarrie Fisher and Paul Walker.)

Here’s where the weird comes in.

As reported by Alex, the estates of dead celebrities hold “rights of publicity” that are typically licensed to companies for exploitation.

But, as soon as 70 years pass after a celebrity’s death, that right expires. Sometimes, it’s just 50 years.

Jennifer Rothman, professor of law at Loyola Marymount University and author of The Right of Publicity: Privacy Reimagined for a Public World says when the term expires:

“That would make them fair game.”

Of note, a new company has emerged to represent dead celebrities: Worldwide XR.

My take: This was bound to happen in our digital age. It’s just too easy to juggle the bits to create new audio and visuals. I think the backlash speaks to an unspoken feeling that this violates basic privacy and the passage of time. On the other hand — it also has the power to raise the dead and allow us to go on living forever. Or conquer space:

Data usurps Content as King

Scott Roxborough, writing for The Hollywood Reporter, reports that Indie Execs Say Content Is No Longer King — Data Is.

“Business models on which the industry has relied for decades are breaking apart as studio blockbusters grab an increasingly large share of the domestic box office and streaming platforms splinter the audience for niche and indie fare.”

Speaking at an AFM Financing conference, Erik Feig says the new key is to target a niche audience: “You find a group of people who are passionate about something — and you start with them. You make a movie that will satisfy that niche audience and then you extrapolate beyond that, turn that audience into the proselytizers for your film.”

How do you find that niche audience?

DATA.

I’ve blogged before about the ‘king’ of data: Toronto’s Wattpad who used their data to help create After, a teen romantic thriller.

Back at the conference, Christian Parkes asked, “Is content still king? I’d say data is king. If you aren’t relying heavily on it, you are going to lose.”

For the record, it may have been Bill Gates who coined the term Content is King in 1997.

My take: maybe The Audience is King? With the proliferation of viewing opportunities (plus lots of non-screen activities available) the audience is more valuable than ever. Content and data are both important. But lets not forget that show business/storytelling requires an audience to validate the experience.