Story — Endow Experience with Meaning

CFD81E31-5644-4EE4-A744-32C46B021CC0Persuading a person to your perspective is ascribed to two forms of communication: argument and story. Film is considered both an argument and story. Yet, many independent filmmakers never try to argue their point to a mass audience or share a story that’s saturated in experience and meaning. They simply want to create something cool, which adds to society’s noise.

The number of independent films, both short and feature, hit its peak and started to decline last year. The main reason for the drop was due to filmmakers leaving the industry. Many cited their inability to “break in” to Hollywood, as the reason for exit. When asked what changed perspective or infused meaning they had hoped to give their audience, none were able to answer. Their response suggested they had all been a part of the noise.

One filmmaker stated strongly that he didn’t make his film to persuade the masses, but instead created it to encourage like-minded people that agreed with his philosophies and ideas. He was asked a follow up question, “What meaning did you attach to the character’s experience for the edification of the audience?” His response was, “I had lots of lessons in the film.”

Having talked to thousands of independent filmmakers, I can tell you that a person who says they’ve put lots of messages in a film, has failed to provide the audience one clear understandable message. The film becomes a conglomerate of noise.

Story is a gift that allows us to turn meaningless activities into art filled with purpose. Without purpose, the artistry of a story fails to appear. It’s only when a single purpose or vision is conformed by artistry that a memorable story survives the test of time. When watching great story, audiences catch and embrace the meaning as their own, much like watching a good friend work through a crisis to success.

If you felt the need to label the outcome, we would call it a testimonial of the main character. After the hero overcomes his greatest obstacle, he is able to testify to his success. He lived through the painful process and not only landed on his feet, but also demonstrated to the audience a solution they can implement in their lives as well.

In other words, stories that stand the test of time are those that show a main character who attaches meaning to his or her experience. It is also a story that is easily shared with the masses because of its universal appeal. Whenever meaning is attached to a character’s activities, the story is of great interest to all viewers.

One benefit of losing filmmakers who don’t endow their experiential stories with meaning is the reduction of noise in the market. The less noise producing filmmakers, the easier it is for audiences to find the filmmaker who produces great stories.

Copyright © 2016 by CJ Powers

 

Directors Share Insights in the Human Condition

Book Option to FilmI’ve chatted for a few minutes with numerous directors over the years and I’ve found that the top one percent all think alike. They are captivated by the human condition and explore each character they meet, finding the underlying treasure deep within their being.

This newly exposed treasure always contains a form of entertainment that fascinates. The story that rises from the personal backstory brings understanding to the attentive audience. Regardless of ones personal perspective, empathy is drawn and reveals the human condition.

Philosopher Martha C. Nussbaum, in her book “Upheavals of Thought,” speaks to the intelligence of emotions. She argues how storytelling rewires us. Her argument can be easily extrapolated to explain why motion pictures alter our culture. She further argues that our emotion is the very fabric of what forms our moral philosophies.

“Emotions are not just the fuel that powers the psychological mechanism of a reasoning creature, they are parts, highly complex and messy parts, of this creature’s reasoning itself,” says Nussbaum.

A director who is aware that emotions are not a motivator, but instead part of the character’s reasoning can form arguments that change the way people view themselves. Thereby changing our culture.

I met a lesbian pastor a year ago and we chatted about what drew her to other women. After she gave me the programmed and politically correct answer, I asked the question in a different way. She carefully shared how she was always beaten by males as a small child and comforted by females. Women provided the only form of love she understood.

If I were doing a character study for a film, I’d draw from the pastor’s experiences that shaped how she felt about men and women. Her reasoning was molded by her emotions and the only thing that could change her course in life is the demonstration of a higher love that she does not know exists.

As a director, it’s my job to acknowledge the audiences reasoning on culturally hot topics and introduce them to another perspective. When I demonstrate through a character and his or her circumstances similar ideas and feelings, I hook the person long enough to consider the new perspective demonstrated through the main character changing by the end of the story.

Top directors always talk about the thesis world, antithesis world, and the new thesis world. The thesis world starts the audience where they are socially and politically concerning their reasoning. The antithesis world demonstrates the things that can go wrong with their version of the thesis world. Every thing is turned upside down and looked at in a fresh way. This is followed by the new thesis world where the director leaves the audience with their version of what our culture can look like.

The human condition is where we all must start. It’s where we all live with our flaws and unanswered hopes. We can then explore all the things that could go wrong based on our current worldview. This opens our hearts to better solutions that we consider when presented in love or entertainment. If the information we consider includes a demonstration of what the new perspective proposes, we are ready to embrace it and test it out in our own lives.

The logic is sound and it makes sense why all Hollywood films follow this format. What seems illogical is that faith-based films, which are supposed to have truthful answers for our lives, do not follow this process. In fact, many Christian films do the exact opposite and don’t stand a chance of changing our culture.

Film is one of the greatest art forms ever created and it’s the only one that directly impacts our culture. Some say its because it includes the other art forms within it, but top directors say its because film starts the audience with the reality of the human condition, explores the flawed alternatives and gives rise to a great demonstration of what life can look and feel like when embracing the main character’s choices in the person’s own life.

Copyright © 2015 by CJ Powers

Box Office Mendoza Line

Mendoza Trading CardMany times critics and filmmakers argue about the quality of a film’s content or message against its story. Star power and a filmmaker’s ability to draw in an audience also factor into arguments about what makes a film successful. But, one factor stands the test of time and survives all arguments about the monetary success of a film: the box office Mendoza line.

Named after baseball’s Mario Mendoza, whose mediocre batting average defined the threshold for incompetent hitting, the box office marks the threshold when theaters drop titles from its screens for the next best opportunity to make money.

The moment a film drops below a per screen average of $2,000 per weekend, it’s no longer viable as a money making device. This amount has stood the test of time based on competitive new releases, negotiated house nuts and the duration of marketing budgets.

When a film crosses the Mendoza line distributors stop promoting the film in order to cut its potential losses and replace it with new selections. Films that fail to rise above the Mendoza line rarely survive past the second week in theaters, as numerous films fight for the few open screens during each release period.

This is partially due to distributors not wanting to lose a screen to a competitor and desiring to manage risk mitigation on the film’s current margins. Theaters also need to maintain a certain level of revenue stream in order to protect its house nut (its negotiated take on concessions).

While the exit strategy on films typically cause titles to have a long distribution tail, very little revenue is generated during this period. Most films only make 5-10% more unless it’s in a light distribution window that can generate an additional15%.

Analysts that estimate each film’s market potential and weekend predictions, use additional tools that determine expected thresholds of a film’s longevity. For instance, prior to making adjustments based on the impact of social media, all films will make 50% of its opening during its second weekend. The third weekend will make 50% of the second weekend’s box office and so on.

However, advertising and social media directly impact the percentage. The alterations can change the percentage from 50% to 35-55%. The addition or dropping of screens due to contract changes or regional performance success can also impact the percentage by a plus or minus 30-45%. While these sound like huge swings, an analyst who has tracked the market for two years can easily estimate within a plus or minus 5% of accuracy.

Analysts do take into account outliers and transitions within sub-genres, which paint clear pictures of market trends. This gives production and acquisition departments a leg up when determining future investments and expansion.

Production companies also benefit from understanding and tracking the Mendoza line. Any picture that never rises above it or falls too quickly below it either has too few super-fans or has a story that didn’t connect on a universal basis. In a fragmented market that’s filled with social media, a film only needs 1,000 super-fans (or influential fans) to succeed.

The combination of factors that keep a film above the Mendoza line for numerous weeks includes a great story, influential super-fans, star power and provocative social media. Writer/directors have also become a factor over the past ten years, but are still considered new to the promotional cycle.

Copyright © 2015 by CJ Powers