Excavating Or Ditch Digging? Searching For Truth In The Film Biz
Can we dig ourselves out of the rut that we seem to be in?
You don’t need a weatherman to know what way the wind blows. Everyone is smelling a stink and it’s not Denmark. The fish rots in one direction, yeah? What’s wrong with this picture? Has everyone lost their way? Whatever, yeah, but at least we can agree that something is broken, even if we don’t know what it is, do we, Mister Jones? Let’s begin our journey out of this hole.
The only constant is change, yet chaos tends to breed confusion — but also opportunity. The difference on how you see it is determined primarily on whether or not you have a plan. The first step in any good plan is often always the same…
We need to recognize where we are. People lose their bearings in the shifting sands. Let’s take a deep breath and look at where we are. Recognizing what we know, what we can actually agree on, is part of my patented process for having a sustainable and generative creative life. We’ll be digging into that process later as I am hoping you are going to sign up to help build the path to Filmmaker Utopia. To get anywhere requires us to know where we stand as otherwise we will throw the baby out with the bathwater again. And again. And yup, yet again.
This list is just another work-in-progress so let me know what I forgot please. It’s all just one big conversation after all. An initial agreement — or at least acceptance of the present reality — should be the foundation of everything we do. It is why I built this list of Distinct Attributes Of The Feature Film Form. It is why I built this other list of Distinct Attributes Of Theatrical Exhibition. It is why we have quite a few MORE lists to build. Fun, right?
If we can agree on what we know, we will have a basis for a better collaboration. If we can agree on the starting point, it will be easier to agree on an end goal. Whether you are starting a company, or part of one already, wouldn’t you like to be able to agree on the starting point with your partners? Shouldn’t such truths be the foundation of what you do? Don’t you need to agree on some aspects if you are to build a business?
Film Industry Truths v1.0
Film is a cultural industry — thus combining art with commerce. Both aspects are necessary to focus on and enhance for success.
Film is a cultural industry of abundance. There is more than enough to satisfy anyone for their entire lifetime. To entice audience engagement, distinction and urgency must be displayed.
Film is generally a customer experience of access. We have been groomed to believe we can get anything anywhere at anytime and that that is a positive attribute. Satisfying this or denying it is a choice to be considered.
Like other cultural goods, our anticipation of a film greatly influences our experience of it.
Film will never be a predictable performance industry other than occasionally around some high recognition IP and then it will only be partially predictable and still predicated on a wide range of inputs.
As Film will never be a predictable performance industry, the financiers, as well the manufacturers and distributors, must accept a level of risk and should adopt a portfolio approach.
Film of quality and any degree of sophistication will generally be execution-dependent and thus requires valuing that which improves execution outcome. Other than talent and good fortune, it is process, communication and time that are the leading factors that contribute to positive outcome.
Films collapse more often than not and as such financial planning across a slate is only valid upon Greenlight, locked lead cast, and the start of prep — and even then some movies will collapse or need to be halted.
Testing of finished or work-in-progress films by audiences or critics is not a science, but only a data point, and must be treated as no more than that. Poor testing films can be a success and vice versa.
After capital, talent control, and distribution, the Film business is driven by reputation and respect. We must treat our partners well and honor our agreements. Short term thinking around individual project decisions will harm brand’s reputation.
Multiple evaluation data points should always be sought, from festivals, social media, word of mouth, critics and tastemakers.
Star value and “comps” will always be biased for antiquated tastes and will fail to account for cultural relevancy. As such, a mix of “on the rise” and established talent should be part of each project.
Taste is a magnet for talent, as talent is also for itself. Display taste and the talent will swell, attracting more talent to itself. Attract the top talent and you will over perform.
Film is a global business and both content and relationships should reflect that. Everything is moving to an international perspective — if it hasn’t already.
The industry has a bias for speed in decision and deal-making. Develop a reputation for such speed, and you will gain a competitive advantage.
Audiences can be primed to better receive a film by efforts to build awareness; they will respond differently to a film they know about compared to one they don’t.
Beyond single title revenue, the film business is now partially the question of how to use distinct titles to transform one time moviegoers to lifetime subscribers.
Filmmaking is the most collaborative medium ever. The many people that are involved in the process will amplify their opinion of that process.
Talent wants to work with those who drive culture and business forward.
How a deal is done sets the table for what the relationship will be. Speed, attention to detail, and professional courtesy go a long way.
What did i miss? How better to organize this list? I picture it as something to return to and revise annually and I would like your help. We should do this together. Imagine if one of the film support organizations (Sundance? Film Independent? Gotham? Or maybe better, an international one?) held an annual session and this was the basis: What do we know is true in the film business? Wouldn’t that feed us for a year? Wouldn’t it give us a common starting ground? Advance the discussion.
PS. Perhaps you missed my Monday Morning Musings missive this week? I posted it online only. I did that as I am contemplating sending only two posts a week to your inbox. If you want to read it or any of my other recent online only posts, check out the links below. And consider getting the app where you can easily find all my latest ponderings.
Wow! This could be an entire semester/major at a university. Just understanding this list alone! Thank you.
I don't have anything to add. More specificity, maybe but then the list would become a book. What you covered here feels like a treasure trove!
I’m not involved in the film industry (yet) and not qualified to comment. Though from a common sense point of view. I think you’re on solid ground. Best of luck and I look forward to following the progress. Cheers.