Confessions of an Executive Producer

terms of confusion

Integrated. Viral. 360. Convergence. CMS. Interstitial. Interface. Flash. HTML. All these terms can drive me mad. I'm thinking of dedicating an entire website called "Digital Word du Jour". It's geared toward live action producers, like myself, who grew up in an analog business but found themselves living in a digital one.

Starting an online venture probably isn't a good idea. I'm having a hard enough time with this blog. I'm afraid I'll have to limit the concept to this one post. 

If you remain dedicated to live action as a producer, filmmaker, sales rep, etc, there are only a few terms that need definition and a couple of trends to track. Get out your quill pen. Don't worry about needing ink refills. I'll be brief, or whatever is my equivalent. 

TERMS # 1

Digital - This word has become a catchall term to define the progressive initiatives most production companies aren't really doing but say they are. The purpose of exaggerating our digital depth of expertise is primarily to impress our clients, intimidate our competitors and make ourselves feel current. Let's specify this broad term at it's simplest. Production in a box. As oppose to photographing the real world, the "real" world is created with highly advance software operated by socially awkward people who spend unhealthy amounts of time in rooms without windows.

Live Action - It's what we do. Not much has changed in the process since the heyday of D.W. Griffith. Technlogy. Format. Tools. Distribution. They are vastly different but the fundamentals remain the same. Performance. Composition. Lighting. Tone. Etc. They still matter. No need to go on further. 

WHAT YOU NEED TO KNOW

Digital vs. Live Action - The digital crowd are making films that vie for the same piece of the financial production pie as us live action folks. As digital production rises, live action work recedes. Why is this a trend to track? With the increase of production in a box there becomes less live action opportunities in an already competitive climate. Look it as the digital artist and technicians are the new grips and electrics. If trends continue traditional production companies may want to start hedging some bets by investing in some of those boxes, windowless rooms and the social misfits who are geniuses at using them. After all storytelling is still storytelling and talent is talent.

TERMS #2

Broadcast - It's those some times entertaining and often annoying marketing films that interrupt your live TV viewing experience. The good news is advertisers pay good money to make these films although it's a mere fraction of what they spend on interrupting you. This is all for the promise of attracting a mass audience by piggy backing on top of popular TV programming. The expense of piggy backing is so immense it requires massive oversight and major ass covering. Here's the equation:

Huge Investment + Greater Risk = More Chefs and Bigger Budgets.  

Love Broadcast. Long may it reign. 

Non-Broadcast - It's those some times entertaining and often annoying marketing films that interrupt your non-TV viewing experiences. They are distributed in a variety of places but nowhere is it more prevalent than on the Worldwide Web. The bad news is advertisers don't spend a lot of money to distribute these short forms of persuasion since there is no guarantee of a mass audience albeit a potentially more engaged one. Guaranteed built in audience versus seeding through countless portals. For the moment it's a no brainer for marketers where the emphasis lies. Here's the equation:

Little Investment + Lower Stakes = Less Chefs* and Smaller Budgets.

*One caveat, if someone at the agency thinks they can win a Titanium at Cannes the equation changes to more chefs however the budget remains the same, or less. Those Cannes submissions are expensive.  

WHAT YOU NEED TO KNOW

Broadcast vs. Non-Broadcast - If the trend starts to show there is money moving away from Broadcast towards Non-Broadcast, does this mean our budgets are sinking ergo so are our margins? The answer is YES but, if this trend gains momentum, all may not be lost  What it may result in is that advertisers are finding the internet has become effective in mass communicating on a scale comparable to TV. Marketers always follow the eyeballs. Even better, they'll pay top dollar to get them. The larger and more reliable the audience the higher internet outlets will charge brands for interrupting their audiences experience. This new shift will equate to something like this:

Huge Investment + Greater Risk = More Chefs and Bigger Budgets.  

Look familiar. So, if your a live action guy trying to figure this crazy world of digital lingo, models and paradigms remember the words made famous by Mark Felt, "Follow the money". This will tell you how and where to evolve. Terminology be damned. 

an undocumented life no longer

There was a new documentary that debuted at SXSW called "The People vs. George Lucas". It's an examination of the love/hate relationships between Lucas and his many Star Wars followers. I heard the director, Alexandre Philippe, speak last week on a panel. The creation of the film relied as heavily upon originally shot materials as it did on user generated footage. 

Another film that debuted at SXSW, "11.04.08" by Jeff Deutchman is about the day Obama was elected President. It explores this historic day through the experiences of a number of Americans. Like "P vs. G" it relies on user generated footage. In fact, it relies almost entirely upon user generated content. One reviewer called it more of a time capsule than a film. 

These two films raised an issue on curating versus filmmaking. If the director is relying upon other peoples film work other than their own, is it held in the same regard? Is it still art? Does it carry the same weight?

The point was brought up that documentaries are looking for some form of truth. There may be no better way to find it than from the vantage point of someone actually experiencing it and documenting it themselves. The filmmaker must still piece together these moments to communicate some type of narrative. You'd be hard pressed to find any documentarian who doesn't agree the filmmaking occurs more in the editorial than in the production. 

Through this discussion someone raised the issue that in this era if you wanted to make a video about the life of your 80 year old grandpa, you'd be hard pressed for materials. At best there would be a decent amount of photos and random film footage. The same holds true for a more contemporary individuals, like for example myself. Being the youngest of three kids born in the analog age there are very few images documenting my upbringing. Probably more than that 80 year old grandpa but not by much. 

Flash forward 30 years from now. It's my daughter Eliza's 40th Birthday. Her husband wants to make a video about her life. He will have more material then he'll know what do with. Video. Photos. Art work. Written word. Fortunately that lucky young man will have everything cataloged but that's an entirely different post about my organizational neurosis. 

At no time in human history has their been so many affordable, accessible and easy to use tools to document ones life. Even better, it's sharable, storable, and retains it's quality. 

As it relates to the discussion on curation versus filmmaking, Malcom McClaren said a long time ago all art is appropriation. Stealing from one source. Borrowing from another. Seasoning it with an original perspective to create something entirely new. Film is currently debating this topic although its one hip hop settled for the music industry a long time ago. 

Piecing together other peoples art to make your own is hardly a new phenomenon, it's just easier. Art is no longer solely in the hands of the artists. Everyone can participate if they so choose. We're living the age of truly democratized creation. I'm all for it. What about you?

good enough

My very first job in production was as a PA at a company called Broadcast Arts. It was an animation shop in the pre-digital age. It was housed in a big loft space on lower Broadway. It was buzzing with energy. To this day it may be the most creative environment I ever worked in. Eventually they went bust but that's another story.

I rarely run into people from those days with the exception of Steve Shore. Steve was the Sales Rep at Broadcast Arts when I was there and went on to run his own production companies. He is also a frequent commenter on this blog. When I saw him last week at 'Boards, he told me he just found a mix tape I made for him 20 years ago. By the way, that was also pre-digital. No dragging and dropping. Making those things were a real labor of love. 

Steve recently wrote a piece for Ad Week. He posted about it in the comments section on my review of the 'Boards summit. In the article he makes a compelling analysis of in house agency production. It differs somewhat from Bob Greenberg's reasoning but they both believe the time is coming for agencies to successfully bring production in house. We carried on a lively debate about it online.

The Ad Week piece along with our correspondence tempered my views. Unlike Steve I don't think the agencies are fertile grounds for nurturing talent. Although, I do see where it could occur organically through necessity. I'm still skeptical. Steve did however make me see that it's technology that's the game changer. 

Agencies are acquiring executional capabilities to create new models and revenue streams. This is happening in both production and post. On the other side, production and post companies are acquiring ideation skills for the exact same reasons. It is technology that makes this all possible. Keynote. Final Cut. Getty Images. HD Cameras. These are all affordable, accessible and easy to learn. 

I argued with Steve that just because I bought Microsoft Word it doesn't make me Shakespeare. He countered with, you don't really have to be a master of prose to be an effective communicator. He used my blog as an example. I walked right into that punch. Even still, it was a great point and something that touched upon something Greenberg also raised. 

We are living in a generation of good enough. MP3 sound isn't as good as CD but it's good enough. The quality of the popular films on Youtube don't even come close to measuring up to studio films or network TV but it's good enough. 

In the end it comes down to the quality of the idea and the ability to execute it appropriately. The idea can come from anywhere. In today's world there are many ways to realize ideas and countless platforms to distribute them. This means opportunities can be created no matter what sector of the industry you work in. All that is required is initiative, creativity and entrepreneurial spirit. The tools are there for the taking. The lines are officially dulled for everyone. 

As a side note, I've preached reverse mentorship many times to help us grasp the future. Despite the emphasis our industry places on youth culture, there is no substitute for experienced insight. Thanks, Steve for the reminder.  

emily post-ing

I was in a meeting a couple months ago with a decently well known documentary filmmaker who will remain nameless. He runs his own production company geared toward reality based TV and features. We had mutual interest in a project and wanted to discuss the possibilities of collaboration.

He started the meeting with a dissertation on his business. I respectfully listened to what he had to say. It was interesting to understand how his model differs from my own. At the end of his 20 minute diatribe, I began to respond. As the words began to leave my mouth, he picked up his blackberry and started to check his email. This pattern occurred throughout the course of our 45 minute meeting. When he communicated to me I listened intently restraining myself from engaging in any self-induced distraction. When I communicated to him he shared his time communicating with others. Needless to say, the meeting proved to be fruitless.

If someone has not written an Emily Post style tech etiquette book, they should. No one likes to check their emails, tweet on the run, fire off a text or make a quick phone call more than me. Well that's not true. Most people under the age of 25 like to do these things a lot more than me. And, my brother in law. Even still, there needs to be some sort of handbook that provides the dos and don'ts of technology. It can be given away with every purchase of a cell phone or when signing up for Facebook. Kind of like how banks once gave away toasters upon opening a new account.

When in a face to face meeting do not check your PDA. If you must, please ask for a brief intermission so everyone can engage in the activity at the same time. Better yet, agree to a time, say half hour into the meeting take a brief break to communicate to the outside world.

In a crowded office don't turn up the volume from your computer assuming everyone around you wants to listen to your latest download. Same rule applies for a video your watching on Youtube.

When using the net on the plane don't use video ichat and especially don't surf porn. It annoys everyone in the cabin.

The modern world moves at the speed of light. Certain practices have become part of the cultural landscape. This does not excuse a lack of manners or the absence of acceptable social standards.  Love the media/communications revolution but just because you can does not always mean you should.

Wi-Fly

On my flight back from NY something happened that astounded me. No, it wasn't that a flight leaving JFK was on time. Mine was actually an hour delayed. It was what occurred in the air that blew me away.

As I've mentioned in past postings and on my twitter status, I'm a big fan of in-flight internet service.  I know there is an ongoing debate on whether having net service on a plane is good thing. Air travel is one of the last bastions of excusable disconnection. I get wanting to put away your computer not wanting to even invite temptation.

On this particular fight I turned on my IM. Something I haven't done on my previous experiences. It furthered the intrusive possibilities but I figured I'm already all in. Truth is my outgoing email wasn't working for some reason. I wanted to relay a few messages so I needed help from the ground below. I IM'd Megan in my LA office. I asked her to communicate some stuff for me. Also, it gave me a chance to catch up on the daily on goings in the office.

While Megan was helping me out, I saw my sister was online. I IM'd her. She was in Kuala Lampur. We started chatting back and forth. It gave me a chance to catch up on her world tour. Soon enough, Charles Day in NY tapped me.

"Are you on the plane?" he asked. 

"I am. Isn't it cool?"

"Very". Charles and I then began a dialogue.

Next thing I knew Megan popped back on the screen to give me an update. I stopped for a moment. Here I was 30,000 feet above the Earth somewhere South of Scranton carrying on simultaneously dialogue with NY, LA and Kuala Lampur. Even for the most ardent detractors of in-flight net services, you have to admit that is pretty darn remarkable.

This is all brought to you by Gogo inflight. I went to their company website. Apparently they are now on Delta, American, AirTran, United and coming soon to Canadian Air. Soon there will be no escape. Thank goodness.

girl in ohio with a flip

At the very end of "Hearts of Darkness", the documentary about the making of "Apocalypse Now", Francis Ford Coppola prophetically states that sometime in the future "some little fat girl in Ohio is going to be the new Mozart and make a beautiful film with her little father's camera...For once the so called professionalism about movie will be destroyed forever and it will really become an art form."

It's debatable if Francis was entirely right. Some kid has picked up a video camera. Made a great film. Released it on the web and got a million hits. What I'm not sure he was right about was whether this made film more of an art form. The advent of home video and the web as a broadcasting platform to distribute them, has certainly created the ability to express oneself through moving image and made it no longer mutually exclusive.

When I first started to PA there was a sense that people in the film business carried magical ferry dust. They were creative. Acquired unknown tricks. Possessed obscure filmic references. There was a mystique. The fat girl from Ohio now has the fairy dust too. Sometimes were even shown her film as a reference for what our clients want us to emulate.

If through this evolution film professionals are destroyed, as Coppola predicted, than their status is marginalized as artists while the everyman has been elevated to one. Has technology turned dedicated filmmakers into merely craftsman? Has it demystified what they do? Hell, if some kid from points unknown can make something good, how hard can it be? Ever heard that in a client meeting?

If art is defined as self expression than the amateur web video boom is unquestionably art. There is no greater example than the recent events in Iran. However I'm afraid that the craft, imagination, talent and yes, art that filmmaker's bring to telling stories through movie picture has somehow been minimized. It's arguable if that's a bad thing. The ability to create is now accessible to the masses. Voices that would never have been heard not only can be but may also find an audience. The opportunity is now readily available. All it takes is a flip, a computer, high speed internet and desire.

To quote another great icon, "What's a poor boy to do but play in a rock'n roll band".

blogging

Last weeks NY Times Sunday Style section ran an article entitled "When the Thrill of Blogging is Gone". The crux of the piece was the number of blogs that are discontinued. People start them with the hope of creating a voice that will attract a specific and large audience. Very few succeed.

"According to a 2008 survey by Technorati, which runs a search engine for blogs, only 7.4 million out of the 33 million blogs the company tracks had been updated in the past 120 days. That translates to 95 percent of blogs being essentially abandoned, left to lie fallow on the Web"

I get it. It's hard to find a niche. It's even harder to write consistently. And if you can do both there is no guarantee you'll find an audience. If so, why have I have read so many articles recently in the mainstream media minimizing the importance of blogs? It's as if they keep pointing out the flaws, people will stop reading them or writing them. Journalists love free speech as long as they're the only ones talking.

Truthfully, I read quite a lot of blogs although not many regularly. The ones I frequent not only post consistently but also have a unique insight that only someone with intimate knowledge and daily exposure would have. That's probably why I'm so adverse to political blogs unless they are by some type of public servant or an accomplished reporter. A political blogger without the professional dedication lacks the experience to be taken seriously. They are just ranting. Or worse, stating opinion and rumor as fact.

What I do enjoy is perspective from someone who is in the game. As it relates to my industry I read more blog postinga and Twitter feeds then I do feature articles in the trade publications. Trades are useful to report on new and noteworthy. On occasion, they provide an interesting outside perspective or identify a trend. The problem is they rarely address the underlining problems and issues our industry encounters everyday.

Unlike newspaper reporters, trade writers aren't under any societal obligation to uncover truths to an otherwise unknowing public. Their job is to relay industry news without offending or creating controversy. Understandable since the industry leaders they cover can represent both potential print ad revenue and possible sources for stories. This is why I've found it more helpful to read blogs or tweets by creative directors, marketing strategists, designers, etc. They are the ones creating the innovations and trends impacting our industry. More importantly they are candidly willing to share.

I wish one of the trades would prominently place on their site links to top industry bloggers. Or tweet daily about postings they find relevant. May be even ask some bloggers to be regular contributors by asking permission to reprint a topical posting. It's a front line account like war correspondents reporting from the battlefield.

Media companies, in particular trades, are losing ground everyday to maintain their audiences and keep up ad revenue. Rather than bashing or ignoring the blog community maybe it's time to embrace them. I hate to be cliche but if you can't beat 'em...hire 'em, link to 'em, and read 'em.  

missing links

I don't remember the exact date but I recall having an internal company conversation whether to invest in technology that would allow us to burn our own DVD's. 2001? Something like that. The industry was transitioning from its preferred format of 3/4" to DVD. We had a discussion with our reps to judge the demand. At that time, only about 20% of reel requests were for DVD's but that was up from zero six months earlier. We decided to make the investment. Within one year we were exclusively sending DVD's. A similar transition has already occurred with a lot less fanfare.

A while back Iowa Labs introduced the Wiredrive system to the industry. For those unfamiliar with the technology, Wiredrive allows you to digitize all of your directors relevant work. Your entire company catalog is accessible online. It is beneficial for many reasons. The work is viewed instantaneously. The links can be shared. The content is controlled. Reels can be tailored to the creative. It has become a marketing must for every production company and is a cost saver on couriers and DVD burning. It has become so powerful my reps mentioned in our sales meeting how our directors reels were screened 80% of the time via links. The benefits are enormous. However, with all the benefits technological advancement creates something may also be lost.

Above is a screen grab from Wiredrive much smaller than it actually appears but it's certainly not as large as watching on a monitor. This particular frame is from a Lay's commercial Mike Long, an amazingly talented Epoch director, shot a few months back. This frame was composed and art directed in great detail. The visual efx was given equal, if not greater, attention than the in-camera execution. If my sales reps estimates are accurate this spot will be viewed primarily as a highly compressed flash file in a 3" x 4" screen on a computer. It is a shame for the director, creatives and post people that most will not experience it in the format it was intended to be viewed. This is one byproduct of the link revolution. There are others.

Compression creates a lesser quality of the films lighting, look and feel. Director's visions are skewed in particular those who play in the visual, design or efx genres. If you are in the business of hiring or signing talent, you need to be fully aware of these shortcomings.

A short cautionary tale. I was forwarded a link of a European director that was in LA looking for a production company. His work was primarily cinematic narrative with a large amount of visual efx. It wasn't amazing work. The concepts were mediocre but the executions appeared to be fairly well done. It piqued my interest enough to take a meeting. At the meeting we discussed the usual - him, us, and the industry. As we started to wrap it up, he pulled out DVD's of his work. He asked if we could screen them. Generally I don't like to screen work in these types of meetings. I find it a bit awkward. For some odd reason I relented. As the reel began to play I was stunned. The film, the compositions and in particular the visual efx were not good. I mean really not good.

After the meeting I realized a two things. Visual efx shots are very forgiving on Wiredrive. And, never watch a director's reel when they are present. It made me wonder if anyone had ever signed a director or hired one without ever screening the work off a DVD on a monitor. 

I'm a big propontent of technology. I love Wiredrive. It is an invaluable marketing tool but I know one thing for sure. When it comes to making decisions not just gathering information, I'm going to make that extra effort to open up the DVD case, place the disc in the slot and press play on the remote. It's a major physical undertaking but I know I'll be glad I did.