PERSON OF INTEREST: OFF THE GRID

By in News
on Monday, August 23rd, 2010

I’ve met and talked with filmmaker Gregory Bayne at a couple of events, including this past Summer’s The Conversation, and have admired his tough-minded, perspicacious approach to distributing his feature Person of Interest. So, I was happy when he pitched me a series of posts detailing the movie’s current tour. Here is the first introductory piece. — Scott Macaulay


Volume 1: There is no system. There is only you.

“Listen up, maggots. You are not special. You are not a beautiful or unique snowflake. You’re the same decaying organic matter as everything else.” — Tyler Durden

Filmmakers have an interesting disposition. Our art is rarely fully our creation. Our art fails more than it succeeds. Our art has, in many ways, devolved instead of evolved. Yet, somehow, and across the board, there is an expectation of respect at the mere notion that we make films. Listen up, maggots. Your film is not special. Your film is not beautiful or unique. It’s the same derivative, low-rent digital garbage as everything else.

There is no system to plug into. Not now, not ever. Repurposing corporate lingo, self-help books, panels, social networks, business plans. They’re not a means to an end, they’re distractions. They’re you, spinning your wheels. They’re you, in a bubble. If you want something, you have to take it. If you want something, know it has a price.

There is no system. There is only you.

This sums up my collected thoughts on the current state of independent film after a year of listening to, engaging in, and then stepping away from the never-ending conversation on the current state of independent film. At a time when it seems filmmakers are retreating into their respective camps — to the left we have something resembling an AmWay meeting, and to the right a gathering of the class of 1910 — it occurs to me the only thing to do is head for the door and go it your own way. We are, after all, independent. Right?

You see, I like everyone else in the room, have a film. I think it’s a good film. It’s a film that people seem to like after they watch it. It’s a film probably much like your film, in that it has no recognizable actors, was shot for very little, (or shall we say “no” money), and yes of course, it was shot digitally. We probably also share in a lack industry or festival connections, or a marketing budget, or people who actually care about our films. We don’t have sales reps, or publicists, or rich uncles. It’s just us, and we’re in the same dismal-looking boat, but you know what, it doesn’t matter. The film is good, and all we have to do is get out there and show it to whomever will take the time to watch it. Right?

Well, that’s the idea, at least.

My film is Person of Interest. It’s a dark little journey of a film, that represents a nearly 3-year commitment (so far) for myself and my collaborator, J. Reuben Appelman who wrote, and stars in the film. It’s the story of Terrance Dyer, an Iraq-war veteran, and self-proclaimed American Patriot, who believes himself to be a pawn in an conspiracy on the part of the government to blow up a building on US soil. With this backdrop the film unravels as an intricate character study into the mind of Dyer who appears to be fighting a losing battle with Post Traumatic Stress Disorder and making moves that seem to parallel that of a would-be terrorist.

It’s a film that contains exactly one laugh — two, if you’re of a certain sense of humor. It’s claustrophobic, non-linear, and requires attention. When it’s over, the general audience reaction is dead silence. And, though viewers have described it as “this generation’s Taxi Driver,” or “Brilliant,” or have made statements such as “I can’t think of another film that so effectively sees the politics of our age through such a personal lens.” At the end of the day, J. and I have a very small, somewhat challenging independent film on our hands, and the writing is on the wall. If anyone is ever going to see this, it’s up to us to put it in front of them.

This post represents the first installment chronicling our (very candid) journey to do just that.

After completing the film in May of this year we immediately put it online, streaming it for free at our site. This move lead to nearly 300 people from around the world clicking through to the film, our first wave of positive reviews, and some invites to screen the film around the country. Now these weren’t invites to major festivals, or even the less major festivals, they were to screening events happening off the grid, in small places. Hotels, coffee shops, and universities. Suddenly, it was clear. The road ahead would be a campaign. And, like all campaigns it would start in small places, in direct contact with people, and would take time to build on its own steam.

You see, we are not special. We are not beautiful or unique. We are simply another face in the crowd…until we’re not.

In this moment, it seems there are more people talking than doing. There is more theory than action. And in the midst of all this noise, so little of it is actually applicable to you, or I, or the rest of our cohorts in this low-rent indie bubble. So, as others are agonizing over the “what to do” and “how to do it,” you’ll find us heading out the side door, film under arm, going it our own way.

We’re taking Person of Interest off the grid and into the world through whatever means we can. You are more than welcome to join us. We promise to share all we learn, and will pull no punches. As the saying goes…we have nothing to lose, and everything to gain. — Gregory Bayne, Producer, Director, Person of Interest

Next up: Fear and Loathing in Los Angeles. The CINEFIST Screening Part 1.

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  • http://seangillane.com Sean

    Glad to see a perspective that feels reasonable, though not without passion. Good luck with the tour!

  • http://benefitofthedoubt.miksimum.com/ Jesse M

    Inspiring, although the jump from “We put it online” to “300 click-throughs” was a bit jarring. How’d you get those early views and reviews? Aggressive cold-emailing? Posting to friends on Facebook? Friends of friends of friends, the unpredictable power of word of mouth?

    At any rate, I’m looking forward to your chronicle of (hopefully) success.

  • http://www.personofinterestmovie.com Gregory Bayne

    Thank you, Sean.

    Jesse, I sent messages to some folks I had interacted with on Twitter and asked if they would be interested in watching the film. Most responded favorably, so I would send them the link, and also direct them to a place where they could post their thoughts on the film after viewing. I originally was just going to release the link to a small number of people, and only have it online for 2 weeks. As people started posting very favorable reviews, and sharing them on Twitter and Facebook, it just sort of exploded. I finally made the link public, leaving it online for a total of approx 3 1/2 weeks. After that we made a couple minor changes, and then launched our Kickstarter campaign to begin the tour.

  • Lovisa Inserra

    Well put. Onwards!

  • http://www.desperatecomfort.com Mark

    Thanks Greg, words I’m taking to heart as I approach the day of sending my own film into the world.

  • Pingback: LOVELYMACHINE » Blog Archive » Film Threat and Filmmaker Feature Director, Gregory Bayne

  • http://www.rafikiproductions.com Kenny Mann

    I love your quote – made me laugh! I’m talking about the maggot thing…I too have gone “off the grid” and found that a sensible assessment of one’s product, a careful analysis of possible markets and that old magic called persistence do pay off in the end. Of course, QUALITY PRODUCT is required!

    I just completed a collection of four related documentary films under the umbrella title of WALKING WITH LIFE – THE BIRTH OF A HUMAN RIGHTS MOVEMENT IN AFRICA. They were deliberately created for the educational market – or so I thought. One of the films documents the experience of American volunteers working for an NGO in Senegal. Because an earlier film of mine is distributed by Documentary Educational Resources (DER), I was able to get that one posted on iTunes University free of charge. It points people to my website where they can learn about and purchase the other films. I have posted trailers on every imaginable social networking site with absolutely zero results. I subscribe to goscreening.com for online viewing and through them, I submitted my film to several distributors and have had interest from three and signed a NON-EXCLUSIVE contract with one that will distribute one of the films on a variety of digital platforms, including mobile phone viewing. This led me to realize that in the digital world, I am a CONTENT PROVIDER, not a film maker! Ah well – every new label has its cache, I suppose. I also submitted the main film to several carefully selected festivals and so far, it has won one decent award and been accepted into three smaller but decent festivals. I am using my last resources to attend them as I figure you never know who you might meet and what other avenues might present themselves. I also placed the trailer on the websites of the NGO’s with which I worked to make the film. So far, that has not brought me any sales, but it has definitely increased my presence on the web. I did spend money in making my website as good as I possibly could and that has definitely paid off. People are impressed, they watch the trailers, they write to me and a few universities have made purchases from the website. I use it as a “visiting card” rather than as a tool for sales.

    I also launched my film at a local theater in my community and went all out to get the best possible PR. I used Facebook mercilessly, “collecting” anyone who wanted to be my friend. I had gorgeous posters made from a still shot captured from the film (no graphic design required) and professionally distributed over a 50-mile range, and I also had a group of Senegalese musicians perform at the event. The 300-seat theater was jam-packed, I made enough money to pay for all of the above, and I got three excellent feature articles about the film in the local press. A friend of mine video’d the event, and that little launch tape is also on my website. Another friend took great sill shots. All these materials now go towards a first-rate press-kit that I use wherever needed. To distributors, this package not only looks good – it shows that I have a professional track record, that I am willing and able to do my own marketing and PR and that I can be relied upon to organize events if necesssary…all very valuable marketing tools.

    In addition, I keep in touch with every contact I ever make. For example, two years ago, a young lady tried to start a Black Film Festival in the Hamptons, at which I screened an earlier film about the history of the East African coast, but it was not well promoted and sorta sunk. Now she’s back with a really professional team and the Hamptons Black International Film Festival. She is screening two of my films – both have been seen in the area before, but will now be exposed to an entirely different audience and some major movers and shakers from the African-American film community.

    I have attended several local marketing conferences in order to learn as much as possible, and that has also paid off. I studied Four-Eyed Monster – the digital marketing masterpiece – but decided that I cannot apply those techniques to this project. I use Constant Contact for email marketing and that also has been extremely useful in developing an audience for my work, although it has not yet resulted in sales or in new subscribers. It basically maintains the existing audience and helps me to get people involved in different ways. It costs me $15 a month.

    What I am trying to say is that INVOLVEMENT in the film world is one of the secrets to success, apart from quality of product, of course. Being there, maintaining contacts, HELPING OTHER PEOPLE get their projects going – whether it’s a festival or a screening or reading a script – developing a network of not only artistic film makers but people on the marketing and distribution side – etc.. etc. Using your local resources first is a great launching pad.

    It is not all about money. It is also about community. I made the four films of WALKING WITH LIFE for about $45,000, and that included traveling to Senegal three times, editing and all the work described above. I defy anyone to do it cheaper! And by the way, I am 64 years old, female, and do everything except the editing myself.

    So I hope this story helps you other maggots out there not to despair!

  • http://sabipictures.com Zak Forsman

    Gregory, you’re not alone in arriving at this conclusion. After being jumped into the indie film world in 2008 by Lance and Arin (via From Here To Awesome), I’ve devoted a good amount of time and attention to the concerns of the day. And now I find myself turning away from questions of discovery and distribution, and back toward the creative process. My ambition is to make polished, artfully rendered work that is compelling for a variety of reasons. I think many would agree that American independent films are often too underdeveloped. Despite its praises, my first feature was a tremendous education in this respect. It will release later this year. But already I’m neck deep in developing and shaping the next pictures we produce. I’m driven by the notion that I can do better. I’m not the filmmaker I was in 2007, when I directed Heart of Now…. that’s for sure.

  • http://www.PretentiousFilm.com Pericles Lewnes

    “At a time when it seems filmmakers are retreating into their respective camps — to the left we have something resembling an AmWay meeting, and to the right a gathering of the class of 1910 — it occurs to me the only thing to do is head for the door and go it your own way.”

    You need not write another word.

  • http://www.personofinterestmovie.com Gregory Bayne

    Thanks for sharing your experience Kenny, always like to hear of folks carving out their own path.

    I feel you Zak, I’m not the filmmaker I was in 2009.

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