#NYTVF #IFP #ADWK #MIXX #OMMA Showrunner Insights, The Writers Room, Branded TV

24Sep09

A week of scintillating discussion on the current film, tv and advertising landscape set against the dizzying backdrop of Manhattan’s soaring skyscrapers and pulsating video.  There was so much content, so little time, I may never stop synthesizing my experience of #NYTVF, #IFP, #ADWK, #MIXX, #OMMA, so I’m just going to start laying it down here.  The events starred below are my summaries, the rest are articles, tweets, twitpics, audio and video per the twitterverse and blogosphere. Enjoy!

Sa 9/19

10, Big Ideas for the Small Screen: Blip.tv, ONN..
#IFP
, FIT, 27th & 7th, Haft Auditorium
MJ Skalski, Do It For Hartman – If you are flexible, post houses are willing to work with you even if budget is limited – depends on their workflow.  For festival submissions, spend on good sound not color corrections.  Festival programmers are biased towards unpolished, good work, knowing potential will be realized.

11, Script to Screen
#IFP
, FIT, 27th & 7th, Haft Auditorium

1, Film Music:  BMI, Cherry Lane, Music Supervisors..
#IFP, FIT, 27th & 7th, Haft Auditorium
www.thefilmpanelnotetaker.com/labels/Independent%20Film%20Week.htmlindependentfilmweek.blogspot
2:30, Film and New Technology
#IFP, FIT, 27th & 7th, Haft Auditorium

4, Making Your First Feature – Focus Features..
#IFP, FIT, 27th & 7th, Haft Auditorium
adamschreck.wordpress.com/2009/10/01/independent-filmmaker-week-2009-panel-practical-makes-perfect

5:30, Agents & Managers – Cinetic Media…
#IFP
, FIT, 27th & 7th, Haft Auditorium

8, IFP Screening: Burning in the Sun
#IFP
Solar One, Stuyvesant Cove Park, FDR/22nd

Su 9/20

*10, Show & Sell: Positioning for Festival & Buyers
#IFP, FIT, 27th & 7th, Haft Auditorium
Tom Quinn, Magnolia Pictures – Magnolia owned by Mark Cuban who owns Landmark Theatres has a built-in theatrical distribution outlet for its productions.  Films include Man on a Wire.  As a buyer, Tom frequents smaller festivals to scout talent.  Audience award winners for Seattle get an immediate phone call.  SXSW too. LAFF.  Tribeca.  Toronto Hot Docs.  Prefers viewing DVDs pre-Sundance hustle bustle, much more lenient, more rational pre-fest, and audience response, a crowdpleaser, validates it.  But admits its risky for the filmmaker because buyers talk to each other, if one passes on a film, the film can be doomed before it gets seen.  Advises filmmakers use an NDA.  At TIFF, there were so many films it was calculated that there were 140 films for every distributor. Magnolia looking to fill an eclectic slate of 35 considered 10% and likely will buy 10% of that, that’s only 1-2 films. Magnolia only buys completed films in the can, wants a star. Audience would rather spend $10 on an $80mm blockbuster than a $150,000 indie. Must have a star to stand out.  Docs are a different story – great story can trump everything.  Use festivals as release platforms. VOD at festivals, day-and-date release. Sundance on-demand.  Budget $40-50,000 P&A, if you can’t get into festivals budget $40,000 for one opening in NYC.   Have a DIY plan in case you don’t get picked up.  Most important thing is the film’s title, consider it your 30 second pitch, one line synopsis, realize that title will sit on a VOD menu with nothing else attached.  Try pitch out on Twitter.  Reviews are way more important than ads, when was the last time you saw a movie based on a NYT ad.  Check out Films Transit, Fortissimo, Cannes Guide.
Jeff Hill, International House of Publicity – There is a lot of P&A you can DIY for free, put up a website, recruit interns.  That said you still need to budget for print, advertising and publicists. Considering a NYT half page ad is $150,000, spending $5-10,000/month on a publicist who might get you that coverage for free is worth it.  Festivals are for generating press coverage but half the press core was fired last year. Depending on scope, Sundance can be done for $10,000 with 1-2 month prep before and follow-up after festival.  Will pay more if there are stars involved.  Recommends Sundance, TIFF, NYFF, IFM.  Not seeing $6mm deals anymore.  Artists need to be inventive.  $50,000 NY/LA release.  Publicists compile huge lists of press contacts. Job is to get them to the screenings, send DVDs, get it into print.
Alex Orlovsky, Half Nelson – TV is all over the indie narrative, lots of intl and tv ops for doc series, but not theatrical features.  IFC/Sundance have their own films, don’t buy others.  Indies need to watch the costs, can’t make it for $1mm anymore, max production budgets $100,000, fully delivered $225,000.  May not be able to recover.  Seek major trades for review at festivals like Variety.  All festival programmers go to Sundance.  If you get into Sundance, its like you get into 50 others automatically.  If there is an interesting backstory you may be able to get away with no star, e.g. well known filmmaker casting own parents who are well-known in the own circles.  I pick films I know will draw press, instead of paying for ads.  Need a finished film for people to discuss, noone will look at it unless its finished.
Peter Kujawski, VP International Sales, Focus Features – Co-produced Inglorious Bastards.  Broad mandate, likes to go to Sundance to discover new talent.  It helps to bring the star to the festival.
Cynthia Swartz, 42West – Publicist with IFC, Miramax, Sony.  Be judicious about throwing up trailers, distributors may find your early choices competing with their polished one down the road.  These days you need a star to sell the indie.  Likes to see films before submitted to festival, knows which films do best in which slots.  When hiring a publicist ask how many films are you handling and at which festivals.  Use festivals to launch web series.  Festivals are a launching pad for VOD$.

*11:30, Times They Are A-Changin:  Art & Business of Indie Cinema
#IFP, FIT, 27th & 7th, Haft Auditorium
Ted Hope, Adventureland, @tedhope – Days of the $2mm budget – gone.  Magic number for first features budget –  $232,000 – max spend can expect from a well-cast micro-bud.  Day One, have a game plan for everything – post, marketing, web, distribution.  Build audience before making first feature, consider that work part of pre-production.  Need 5,000 followers / friends / fans as a start.  Found new project Super on Twitter, starring @livtyler, @ellenpage, @rainnwilson, @jamesgunn – all have big Twitter followings.  Figure each relationship has value, worth $1, develop 500,000 of those and put it in your P&L. Crowdsourcing can land six figures, seek out high net worth angels.  You have to give to be in a position to take.  Golden age of short filmmaking – build out shorts to seed audience, after feature to bridge audience, get off the one film at a time trap.  District 9 short drove Ted to want to see more, generated new interest.    Ted’s business is scouring the internet for projects. Cat Piano posted on blog.  Casting directors are worth the money, paying for access.  Find a great DP.  You can get talent for $500,000, used to be $5mm, agents can’t afford not to take calls now.  5y ago first features were $2-5mm, no more.   Build network of 20 filmmaker friends, make it a collaborative endeavor, work on each others films, connect the dots, plant the seed in current film for next film.  Price film 60% of value, convince family and friends to invest with a concrete plan of how will you make the money back.  Check out:  www.trulyfreefilm.blogspot.com.
Lance Weiler, Workbook Project, @lanceweiler – Grossed $5mm+ on Head Trauma and Last Broadcast.  The value of indies going down while the value of the audience is going up.  Maintain control of your email/zip code list.  FB, MySpace, Twitter, YouTube own that info.  You want to be sure you can take that social graph with you. Sustainability rests in the hands of audiences, street teams, flyers can be done without P&A budget.  Consumption is changing, make your story reflective of the overarching narrative with beginning middle end, audience wants theatrical. Most valuable thing you can do is build audience.  Head Trauma came out as ARG at the same time as VOD WB release, embedded subliminal messages, 2.5mm participated.  Leaked footage via sm, Twitter, MySpace, rendered in remixed footage with UGC.  Lance later tweeted:  “Things I wanted to discuss:  audience sharing protocols, universal licenses, transmedia – each holds answers to new models.”  Check out www.workbookproject.com.
Christine Vachon, One Hour Photo, @kvpi – The talk at TIFFwas no one knows the value of NA distribution anymore.

1, Cashing In – Modern Funding Sources
#IFP, FIT, 27th & 7th, Haft Auditorium
Lemore Seyvan, Sherrybaby – Respect money, not entitled to it, you have to earn it.
adamschreck.wordpress.com/2009/10/02/independent-filmmaker-week-2009-–-panel-cashing-in-modern-revenue-sources

2:30, Art House & Alt Venue Programming
#IFP, FIT, 27th & 7th, Haft Auditorium

4, Paying the Bills – Sustaining Your Film Career
#IFP, FIT, 27th & 7th, Haft Auditorium
Tze Chun, Children of Invention – Theatrical not the be all and end all, think of other ways to get your work seen.  Comparing dealing with frustration and disappointment to LA traffic – why fight what is inherently part of the game.
Esther Robinson, The Warhol Factory – Writing down goals makes it more likely to actually happen that way. Make bad work til you make good work, keep making work.
adamschreck.wordpress.com/2009/10/02/independent-filmmaker-week-2009-–-panel-“paying-the-bills-sustaining-your-film-career”/

5:30, Peter Saraf, Little Miss Sunshine
#IFP, FIT, 27th & 7th, Haft Auditorium
IFP blog:  http://www.filmmakermagazine.com/blog

8-10, ScreeningPhasmaExMachina
#IFP, DUMBO
Gorgeous night, attendees tweeting about spotting Britt Daniel of Spoon in the lobby of the Ace Hotel, etc.


M 9/21

*8:30-10, NBCU Leadership Breakfast
#ADWK, Rockefeller Center
I started out the morning with the Women@ NBCU, hanging out with all of my favorite chick brands.  Upon arrival, I was greeted with a movie trivia game at iVillage and won a package of kid flicks including ET, Star Wars, Finding Nemo, and Sound of Music.  Really enjoyed checking out the recently relaunched iVillage site with its youthful, fresh logo while talking about the Emmy’s death of broadcast tv jokes and lack of time slot information. People can’t tune in if they don’t know when the show is on.  Working my way around the floor, next up were Top Chef’s Carla Hall and Ariane Duarte serving up decadent french toast while signing their very exciting Top Chef Quickfire Cookbook.  Next to them was Wii Fit with the Biggest Loser.  They were giving away Biggest Loser workout CDs, protein pouches, etc.    A quick hello to Today Show producers Mary Ann Zoellner and Alicia Ybarbo who were signing their book, Today’s Moms:  Essentials for Surviving Baby’s First Year.  Then I was given a cheery yellow apron from Oxygen’s Naughty Kitchen (Tu 10/9c), when I ran straight into branded entertainment guru Cameron Death, the man monetizing NBCU’s cross platform properties who was in that moment between me and the microgreens.  Joined him for a conversation with Michael Flutie about the branded narrative, UnderTheArch.tv.  Then was given a guava treat by Telemundo and entered to win an enormous package of eco-goods from AskMelissa.com.  Before I left I stopped by to ask Lauren Zalaznick for a quote regarding NBCU’s share of the digital mom demo, and suffice it to say had a real Anna Wintour moment.  That said, I was having such a great time, I forgot how packed the morning schedule was, and realized to make it to #OMMA for Scott Monty of Ford and Jonathan Miller of News Corp-MySpace, and then #MIXX for Tim Armstrong of AOL, I was going to have to run at superhuman speed across town but no sooner than minutes out the door I got detoured by the filming of the Today Show and bumped straight into weatherman Al Roker and his bodyguard. I quickly moved on but then got caught up in a shoot at Fox Plaza.  It wasn’t until I hit the bright lights and pulsing video of Times Square, that I found myself stopped in my tracks, taking notice of what has become of my hometown, a Disneyland metropolis of push messaging and traffic monetization.  Amazing.  Manhattan is such a distraction.  By the time I snapped out of it, I knew I wasn’t going to make it to #OMMA, so I turned right back around and ran up to the Paley Center to hear from Coke.

8:45, By The Numbers with Magid Abraham, comScore
#OMMA, Marriott Marquis, 1535 Broadway, 5FL

9:15, Social Media:  Zero to Sixty with Scott Monty, Ford
#OMMA, Marriott Marquis, 1535 Broadway, 5FL

9:45, Evolution of Social Networks with Jonathan Miller, NewsCorp
#OMMA, Marriott Marquis, 1535 Broadway, 5FL

*10-10:45, Valuing Audiences Real-Time with Carol Kruse, Coca-Cola..
#ADWK, Paley Center, 25 W 52
It was standing room only when I arrived as Carol Kruse had the audience on mesmerized talking about how the days of buying 83% of head of household with daytime was gone, dad now home watching the kids, watching sports not soaps. Quantcast got it on video:
blog.quantcast.com/quantcast/2009/09/advertising-week-recap-cocacola-verizon-initiative-media-talk-audience.html.
www.realtimeadvertisingweek.com/2009/09/bbdos-andrew-robertson-at-todays-leadership-conversation.html

10, What’s The Deal, B-Side, Sundance..
#IFP, FIT, 27th & 7th, Haft Auditorium
adamschreck.wordpress.com/2009/10/07/independent-filmmaker-week-2009-–-panel-“whats-the-deal”/

*11-11:45, CNBC Summit with Guitar Hero, State Farm, Squawk Box
#ADWK, Times Center, 242 W 41
Dan Rosensweig, CEO, Guitar Hero – just moved 40% of his TV ad spend to the web.   “I come from a generation where water was free and people paid for music, things are different now.  There are 550mm on Y!, 300mm on FB, I need to be where those eyeballs are.”  Been at GH for 150 days and since then has doubled fan base to 1mm on FB – no concern about not having social graph info from FB, we respect our fans’ privacy and incent them to  register emails/zip codes on our site as well.  The panel was hosted by the very personable Becky Quick of CNBC’s Squawk Box who admitted she was on FB but not Twitter and half-joked around about the stability of her job.  Facebook was front and center with COO Sheryl Sandberg who talked about brands like Starbucks with 3.8mm friends, Lost with 1mm fans, Virgin on which route to take next, Splenda 16000 free samples via gifting.  “Average person on FB has 130 friends.  The ugly truth is that to rise above the clutter brands must get recommended by the trusted source of friends and family, you can pay for that access on FB.”  Pam El, VP Marketing, State Farm stole the show. ”We’re not cool like Guitar Hero, we’re just  insurance, one of those necessities no one wants to talk about so we need to relate to our audience where they are, jumping out of traditional media and into the community. We prefer brand integration and work with DDB to secure those opportunities, to reach Latinos have a “Being There” novella on ET with Denzel Washington, look for ways to be relatable, relevant to young audience, LeBraun is cool so State Farm is cool too, there is definitely a transit of power.  We’re the largest insurance company on line.  We compete for mindshare with everything going after your attention, not just  other insurance companies.  With our fans, we don’t control messaging, they need to speak the brand in their own language, people will say what they will.  We like to think we get to the purse strings through the heart strings.”  There was some plugging for State Farm’s free online weightloss program and DJ Hero out 10/27, Band Hero 11/23.  Havas talked about the importance of enlisting the prosumer, the vocal leading edge superfan, harnessing their energy and influence, and incenting them to evangelize the brand. You can recover from a mistake as long as you are authentic.
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=113981
http://wadv.spudalley.com/?p=47
http://www.advertisingweek.com/wadv.php

11-11:45, Bill of Rights Online Advertisers – Leading Hotels, Group M, Ad Age
#ADWK, Paley Center, 25 W 52

11:30, Documentary Ahead
#IFP, FIT, 27th & 7th, Haft Auditorium
adamschreck.wordpress.com/2009/10/08/independent-filmmaker-week-2009-–-panel-“documentary-thinking-ahead”

11:45, Future of Media with Tim Armstrong, AOL
#MIXX, Crowne Plaza, 1605 Broadway
http://www.realtimeadvertisingweek.com/2009/09/aols-tim-armstrong-and-cpbs-jeff-benjamin.html
http://www.realtimeadvertisingweek.com/2009/09/aols-armstrong-on-evolution-of-web-content.html

12, Free v Fee with MyYearbook, hi5, HuffPo
#OMMA, Marriott Marquis, 1535 Broadway, 5FL

12-2, Stars of Madison Avenue Lunch with GE, J&J…
#ADWK, Union League Club, 38 E 37
http://www.realtimeadvertisingweek.com/2009/09/judy-hu-of-general-electric.html
http://www.realtimeadvertisingweek.com/2009/09/desmonds-marketing-mantra-time-to-simplify.html
http://www.realtimeadvertisingweek.com/2009/09/4-new-stars-of-madison-avenue-are-named.html

1-2:30, Your Film Online with Cinetic, Babelgum, Rage..
#IFP, FIT, 27th & 7th, Haft Auditorium
http://adamschreck.wordpress.com/2009/10/08/independent-filmmaker-week-2009-–-panel-“your-film-online-case-study-sally-potters-rage”
www.style.com/peopleparties/parties/scoop/newyork-092109_Rage_Premiere

2-2:45, Global Brands Summit with KFC, Audi, Cisco, Microsoft, Interbrand..
#ADWK, Times Center, 242 W 41
http://www.advertisingweek.com/wadv.phphttp://www.realtimeadvertisingweek.com/2009/09/kfcs-cmo-on-grilledchicken-giveaway-fiasco.html

2-2:45, Leadership Conversation with J&J, Clear Channel, BBDO..
#ADWK, Paley Center, 25 W 52

2:30-4, Crowdsourcing Fans, Blogger, Press – IndieGoGo..
#IFP, FIT, 27th & 7th, Haft Auditorium
Slava Rubin, IndieGogGo, @gogoslava – Think of website/blogging as own separate creative entity to the film, excite audience about why your passionate about the film. (Declaration of Independence: 10 Principles of Hybrid Distribution)  Online film premier disqualifies filmmakers from Academy Award eligibility.  MPAA is very strict. Check out www.distribber.com.  (Collaboration won the $1mm Netflix prize: www.readwriteweb.com/archives/) New models, new hope for growing audiences cheaper, faster, better.
Asiel Norton, Redland – We can talk about how to promote a film all day, but the most important thing is to make a good film.   I look at the web as another creative tool to create art…and make a good movie.  The web is another artistic instrument.
Gary Hustwit, Objectified, @gary_hustwit – The goal is to get 50-100,000 people on your email list.  Regarding his Gizmodo trailer:  What we’re making has value to websites, they’re looking for cool content.
Bladimiar Norman, Paramount Vantage – You have to find established audiences, tap into them and bring them into your domain.

3, TV/Digital Video Greater Engagement and GRPs with .Fox
#OMMA, Marriott Marquis, 1535 Broadway, 5FL

3-3:45, Way Forward with R/GA
#ADWK, Times Center, 242 W 41
http://www.advertisingweek.com/wadv.php

3-5:30, Advertising Transformation – PwC, Hearst, GroupM, Barclaycard
#ADWK, Paley Center, 25 W 52

3-6, MTV, Maybelline, General Mills, NBCU, Meredith, Boxee
#MIXX, Crowne Plaza, 1605 Broadway

4, Making Video Inventory Work with Break Media, Current TV..
#OMMA, Marriott Marquis, 1535 Broadway, 5FL

4-5:30, Next Wave of Distribution
#IFP, FIT, 27th & 7th, Haft Auditorium

5-5:45, Sustainability:Howard Schultz, Starbucks, Rob Walton, Walmart
#ADWK, Times Center, 242 W 41
http://www.realtimeadvertisingweek.com/2009/09/starbucks-walmart-talk-up-green-initiatives.html

5:30-7, Film Festivals – Jarod Neece, SXSW, Sean Farnel, Hot Docs, Andrew Mer, Snagfilms, Erick Opeka, New Video, Christian Gaines, Withoutabox
#IFP, FIT, 27th & 7th, Haft Auditorium

6-7:30, Battle of the Brand Icons – Smokey the Bear v. Mr. Clean
#ADWK, Times Square, Broadway/47th
http://www.realtimeadvertisingweek.com/2009/09/aol-running-man-and-bud-cydesdales-inducted-state-farm-and-virginia-slogans-also-honored.html
http://www.realtimeadvertisingweek.com/2009/09/wyclef-jean-and-walk-of-fame-advertising-icons.html
http://www.realtimeadvertisingweek.com/2009/09/the-world-has-changed-has-advertising-week.html

7-10, OMMA Awards
#OMMA, Marriott Marquis, 1535 Broadway, 5FL

7:30-8:30, 4As O’Toole Awards
#ADWK, Nokia Theatre, 1515 Broadway
http://www.realtimeadvertisingweek.com/2009/09/bbdo-bbh-among-five-agency-otoole-winners.html
http://www.realtimeadvertisingweek.com/2009/09/bbh-new-york-wins-top-jay-chiat-prize.html

8-10:30, Primetime Screening: Modern Family, Cougar Town
Red carpet arrival, post-show talkback, cocktails
#NYTVF, Times Center, 242 W 41

8-11, Billboard Amp’d Up! with Wyclef Jean, Eve, Raphael Saadiq
#ADWK, Nokia Theatre, 1515 Broadway
http://bx.businessweek.com/advertising-week-2009/view?url=http%3A%2F%2Fwww.madisonavenuejournal.com%2F2009%2F09%2F25%2Fadvertising_week_2009_redux%2F%3Frss1


Tu 9/22

7:45-9:30, Media Insights Breakfast
#ADWK, NYT, 620 8th

9-9:45, Charlie Rose, Chris Anderson, Author, Free
#MIXX, Crowne Plaza, 1605 Broadway

9-10:45, Trust Forum with Al Sharpton…
#ADWK, Times Center, 242 W 41
http://www.advertisingweek.com/wadv.php

9-12:30, ARF Media & Marketing Council
#ADWK, Time Warner Screening Room

9-9:45, Future of Magazines with Avon, Time..
#ADWK, Paley Center, 25 W 52
http://www.realtimeadvertisingweek.com/2009/09/magazines-newspapers-and-radio-say-reports-of-their-demise-are-greatly-exaggerated.html
http://www.advertisingweek.com/wadv.php

9:15, How Dunkin Does Social
#OMMA, Marriott Marquis, 1535 Broadway, 5FL

10, Global Financing Opportunities
#IFP, FIT, 27th & 7th, Haft Auditorium

10-10:45, Future of Newspapers with USA Today..
#ADWK, Paley Center, 25 W 52
http://www.advertisingweek.com/wadv.php

11-11:45, Future of Radio with ClearChannel, Pandora..
#ADWK, Paley Center, 25 W 52
http://www.advertisingweek.com/wadv.php

11-11:45, FB Engagement, Sheryl Sandberg, COO, Facebook
#ADWK, Times Center, 242 W 41
http://www.realtimeadvertisingweek.com/2009/09/facebooks-mike-murphy-on-friending-brands.html
http://www.advertisingweek.com/wadv.php

11:30, Mira Nair, Amelia
#IFP, FIT, 27th & 7th, Haft Auditorium
Mira NairAmelia – It’s important to choose great collaborators.  I want to use financing for my films such that I get total freedom.  I don’t make political films, but I make films politically. The edge has always inspired me more than those considered mainstream.  Do not be afraid of your distinctiveness, use it and use it well.

11:40, Disney:  Multiscreen Leader
#MIXX, Crowne Plaza, 1605 Broadway

12-12:45, MediaPost All Stars Lunch
#OMMA, Marriott Marquis, 1535 Broadway, 5FL

12-12:45, Forbes Economic Summit
#ADWK, Paley Center, 25 W 52
http://www.advertisingweek.com/wadv.php

12-12:45, Cameron Death NBCU, Tara Maitra, TiVo, Nada Stirratt, MTV
#ADWK, Times Center, 242 W 41
http://www.advertisingweek.com/wadv.php

1-2:30, Sales Tactics for a Tough International Market
#IFP, FIT, 27th & 7th, Haft Auditorium

1:30, Brands on Mobile Advertising – Curt Mavis, Lionsgate
#ADWK, Times Center, 242 W 41

2-2:45, Aileen Lee, KPCB…
#ADWK, Paley Center, 25 W 52
http://www.realtimeadvertisingweek.com/2009/09/is-there-light-at-the-end-of-the-tunnel-for-ma-activity-in-the-media-business.html
http://www.advertisingweek.com/wadv.php

2:15, Social Search v Web Search – John Battelle, Federated Media
#OMMA, Marriott Marquis, 1535 Broadway, 5FL

2-2:45, Speaking 50+
#ADWK, Paley Center, 25 W 52

2:30, Internal Festival Circuit – Karlovy Vary, TIFF, Berlin, Sydney
#IFP, FIT, 27th & 7th, Haft Auditorium

*3:45, Ashton Kutcher on Social Entertainment
##MIXX, Crowne Plaza, 1605 Broadway
Ashton Kutcher, the now social entertainment studio CEO (not just pretty-faced actor) closed #MIXX with detail about creating engaged communities around branded entertainment, and advocated that brands become their own content creators, broadcasters and network distributors.  Left #MIXX with another giant schwag bag filled with Y! purple tees, a NYT smart tote,  Adify’s candy bar, Neverblue’s Yo-Yos , and that tongue wagging lolly from Ypulse.
http://www.realtimeadvertisingweek.com/2009/09/socialmedia-lessons-from-ashton-kutcher.html

4, Cannes Lions Winners Showcase
#ADWK, Paley Center, 25 W 52

4, Battle for Online Budget with Carol Kruse, Coke…
#OMMA, Marriott Marquis, 1535 Broadway, 5FL

4, Video Game Avatars with EA
#OMMA, Marriott Marquis, 1535 Broadway, 5FL

4, Entre Nos
#IFP, FIT, 27th & 7th, Haft Auditorium

4, Industry Day/What’s Working with NATPE, NBCU, WME
#NYTVF, Times Center, 242 W 41

5:30 Indie Distribution
#IFP, FIT, 27th & 7th, Haft Auditorium
Think Outside the Box Office by Jon Reiss

5-8, ATT Connects Mixer
#ADWK, Aspen Social Club, 157 W 47

*5, Future of Comedy-Brent Haynes, MTV, Debbie DeMontreux, IFC TV
#NYTVF, Times Center, 242 W 41
MTV scripted comedy production budgets ranging from $200,000 – $600,000+ per 30 minutes.

7, Licensing  Music for Film & TV
#NARIP, 113 W 60th, MacMahon Hall, Rm 109, Columbus/Amsterdam

7-10, MIXX Gala with Jim Breuer, SNL
#MIXX, Crowne Plaza, 1605 Broadway

*8, Writers Room-Jason Sudeikis, SNL, Eric & Justin Stangel, Late Show
#NYTVF, Times Center, 242 W 41
Jason Sudeikis of SNL kibitzing onstage with his many white guy friends from the Late Show Writers Room.  He advised the audience that to crack into the business, one needs to be coco for Cocoa Puffs and get someone to stamp your sh*t  pointing to the ginormous CAA sign above their heads.  The Stangels urged me to write that key advice down – coco for cocoa puffs…Clear Channel recorded much of today and is posting  clips at www.nytvf.com.  Sitting next to me was a couple who won their tickets from Time Out.  The guy’s band Micycletricycle.com just breaking onto the NYC music scene.  And before them, I had the chance to lounge with the showrunners for Dog, a more than meets the eye shock jock DJ dramedy who wound up winning NYTVF for Best Drama.

8-11, YouTube Battle of the Bands with EA, Sony
#ADWK, Highline Ballroom, 431 W 16
http://www.realtimeadvertisingweek.com/2009/09/more-fking-cowbell-does-van-halen.html
http://bx.businessweek.com/advertising-week-2009/view?url=http%3A%2F%2Ffeedproxy.google.com%2F~r%2Fblogspot%2Fytbizblog%2F~3%2FkaepDMHX87E%2Fadvertising-week-2009-highlights-from.html
http://bx.businessweek.com/advertising-week-2009/view?url=http%3A%2F%2Fwww.clickz.com%2F3635156


W 9/23

*8-10:45, Mark Cuban, Martha Stewart, Chris Anderson, Reid Hoffman..
#OMMA, Times Center, 242 W 41
Surprise morning with Chris Anderson’s Future of Media League of Extraordinary Media Personalities including Mark Cuban, Martha Stewart, Milton Glaser, the raucous Bob Garfield (AdAge), Reid Hoffman (LinkedIn), Judy McGrath (MTV), Rob Norman (Group M), Vivan Schillar (NPR), and Susan Whiting (Nielsen).  Video should be up tonight at www.advertisingweek.com.  Try to make time to catch the first 30 minutes.  It was so dense with epiphanies, that even Martha Stewart was taking copious notes onstage.  btw Susan Whiting confirmed that she is working with the CW to better capture their young audience in the dorms and online, and is coming out with a metric that aggregates views across all screens.
http://www.advertisingweek.com/wadv.phphttp://bx.businessweek.com/advertising-week-2009/view?url=http%3A%2F%2Ffeedproxy.google.com%2F~r%2FDMNewsHome%2F~3%2FQIHxT0diyLc%2Fhttp://www.realtimeadvertisingweek.com/2009/09/mark-cuban-tells-media-executives-they-could-learn-a-little-something-from-drug-dealers.html

8:30-10:45, Climate Change with Frito Lay, NBCU, WWF..
#ADWK, Paley Center, 25 W 52
http://www.realtimeadvertisingweek.com/2009/09/ogilvy-on-saving-the-world-through-advertising.html

8:30-11, Apps for Brands, MLB Kraft, B of A
#ADWK, Times Center, 242 W 41

9:30-12 ARF Engagement USPS Campbell Soup
#ADWK, Time Warner Screening Room

10, Doc Financing
#IFP, FIT, 27th & 7th, Haft Auditorium

*11:30, Jordan Levin, Generate, Reed Price, MSN, Craig Parks, IFC
#NYTVF, New World Stages, 340W 50
Next stop was at New World Stages for NYTVF intimate development chats with Jordan Levin of Generate, Reed Price of MSN and Craig Parks of IFC.  Very interesting that Generate found the easiest route to sponsorship was to secure distribution first (Jordan used to head up the WB.com making that an easy sell), then approach sponsors with a media buy, as opposed to selling them the content.

11:30, RJ Cutler, September Issue
#IFP, FIT, 27th & 7th, Haft Auditorium
RJ Cutler, September Issue – Making good, non-social issue docs.  You can tell a story by someone who loses, the narrative transcends the specifics.  The story belongs to the subject, the environment belongs to the subject, not me.   My advice to people who want to make movies is make a movie, don’t wait.  Conventional wisdom changes because you make a film that changes the conventional wisdom.

12-12:45, Global CEO Roundtable
#ADWK, Times Center, 242 W 41

12-12:45, Biggest Loser/Feeding America – General Mills, Macys, Mars
#ADWK, Paley Center, 25 W 52

1, Is Doc All About You
#IFP, FIT, 27th & 7th, Haft Auditorium

*1-1:45 Nexus NYC Bringing Brands & Producers Together
Easy to Assemble with Illeana Douglas
#NYTVF, New World Stages, 340 W 50
Illeana Douglas talked about her amazing win  securing IKEA as the Executive Producer of her wildly funny Easy to Assemble series.   The show is a Curb Your Enthusiasm/Office mockumentary with cameos from big stars like Tom Arnold…, and focuses on  2 Hollywood starlets, Ileana Douglas and Justine Bateman, who now in their 40s have been marginalized by the networks are forced to take jobs at IKEA Burbank.  The result is retail mayhem as competition reality takes over when the two face off for the chance to be named Coworker of the Year.  (SM tie-ins include scheduled viewing with Twitter feed, and a 40andbitter.com blog, would love it if they added SMS voting)   Strong, funny central characters, large ensemble cast, conflict, drama, action, comedy, story arc with legs, Easy to Assemble is a winner with 1.2mm views on YouTube, TV.com, and MyDamnChannel.  Ashton Kutcher who has the most watched show on FB at 9mm views better watch out, Ileana Douglas has tremendous comedic talent and her stuff is highly embeddable.  She is the new agency model led by talent who knows how to hook head of household.

1-3:30, ARF SM General Mills..
#ADWK, Time Warner Screening Room

2-2:45, Animated Advertising w Peter Michels, Family Guy
#ADWK, Paley Center, 25 W 52

2-2:45, Brands and Social Networks, Microsoft
#ADWK, Times Center, 242 W 41
http://www.advertisingweek.com/wadv.php

2-2:45, Nexus Branded Ent- Heroes, NBCU, Sprint
#ADWK, Paley Center, 25 W 52
http://www.realtimeadvertisingweek.com/2009/09/tim-kring-on-heroes-brands-and-platforms.html

2:30, Engaging the Audience
#IFP, FIT, 27th & 7th, Haft Auditorium
Fisher Stevens, The Cove – Don’t let the big industry guys be your G-d because they are terrified!

2:45-3:45, Straight Dope on Web TV – Ask a Ninja..
#NYTVF, New World Stages, 340W 50

3-3:45, Premium Online Content
#ADWK, Times Center, 242 W 41
http://www.advertisingweek.com/wadv.php

*4, Doc to Series & Beyond w Sundance, A&E
#IFP, FIT, 27th & 7th, Haft Auditorium
I asked Sundance and A&E whether they would pick up a branded entertainment show like Easy to Assemble.  Sundance said possibly in the future, right now they are experimenting with Kashi vignettes on-air, www.grainsofchange.com.
More at:  http://cuppaschmutz.com/?p=13

4-4:45, Social Good with Budweiser
#ADWK, Paley Center, 25 W 52

4-5, Challenge of Original Content, MSN
#NYTVF, New World Stages, 340W 50

5, Made in America w HBO SVP Doc Programming
#IFP, FIT, 27th & 7th, Haft Auditorium

5-5:30, NYC Film Office – Surprise Guest
#ADWK, Times Center 242 W 41

5:15, Evening with EQAL
#NYTVF, New World Stages, 340W 50

5:30-8, ATT Connects Mixer
#ADWK, Aspen Social Club, 157 W 47*

6:15-9:30, MediaBistro New Age of Advertising
#MediaBistro, Tribeca Cinemas, 54 Varick

7-9, Web 2.0 Ignite
#NYTVF, New World Stages, 340W 50

7-8:30, Channel 101 Vote
#NYTVF, New World Stages, 340W 50

7-8, Streamys by TilzyTV, NewTeeVee, Tubefilter
#NYTVF, New World Stages, 340W 50

7-9, Short Cuts prizes NBCU talent holding deal,SyFy pilot script deal
#NYTVF, Times Center, 242 W 41

8:15, Screening of Sparhusen starring Illeana Douglas, Keanu Reeves
#NYTVF, New World Stages, 340W 50 (CANCELLED)

9-9:30, You Suck at Photoshop
#NYTVF, New World Stages, 340W 50

9:15-10:15, ABC’s FlashForward starring Joseph Fiennes
#NYTVF, New World Stages, 340W 50

9:30-10:30, 15 Gigs -meet showrunners of airborne toxin thriller
#NYTVF, New World Stages, 340W 50

9:30-10:30, Web Shorts Pilot Showcase
#NYTVF, New World Stages, 340W 50

10-11, Unchained with Colin Kane following Texas Hold Em
#ADWK, Friars Club, 57 E 55


Th 9/24

7:45-9:30, Breakfast with Bea Perez,Coca-Cola
#ADWK, NYT, 620 8th

9-9:45, EA Get In the Game with Tiki Barber, NFL Legend
#ADWK, Times Center, 242 W 41
http://www.advertisingweek.com/wadv.php

10-11:30, Big Ad Gig Idol Style
#ADWK, NYT, 620 8th
http://www.realtimeadvertisingweek.com/2009/09/alex-bogusky-on-the-wonders-of-salivafree-cpr.html

10-11:45, Betawave – Peter Guber, Mandalay, Brett Ratner, XMen, Pepsi
#ADWK, Times Center, 242 W 41
http://www.realtimeadvertisingweek.com/2009/09/brett-ratner-on-turning-brands-into-film-stars.html
http://www.advertisingweek.com/wadv.php

10-4, The Good Pitch
#IFP, School of Visual Arts Theatre, 333 W 23
Muhammad Yunus, The Good Pitch – Story leads to action, the personal connects, why this story needs to be told, why these filmmakers.  IFP/Shooting People share membership benefits:
www.variety.com/article/VR1118008978.html?categoryId=1446&cs=1&nid=4758

11-11:45, Kraft
#ADWK, Times Center, 242 W 41

12-12:45, What Latinas Want – Maybelline
#ADWK, Times Center, 242 W 41

2-2:45, Brandweek, Getty, FB, AOL, Google
#ADWK, Paley Center,25 W 52

2-2:45, Impressions, CTRs, Conversions for Ratings, Engagement, ROI
#ADWK, Times Center, 242 W 41
http://www.advertisingweek.com/wadv.php

3-3:45, Forbes CMO Live with CDW
#ADWK, Times Center, 242 W 41
http://www.advertisingweek.com/wadv.php

3-3:45, New Economics of Advertising
#ADWK, Paley Center, 25 W 52

*4-4:45, Billboard Conversation with Wyclef Jean
#ADWK, Times Center, 242 W 41
http://www.realtimeadvertisingweek.com/2009/09/wyclef-unveils-charity-push-branding-deals.html
http://www.advertisingweek.com/wadv.php
Wyclef Jean sings in the shower and will be a freshman this Fall at Berkeley School of Music.

4-4:45, Pulse of America – Dunkin Donuts, SWA, FB, reception
#ADWK, Paley Center, 25 W 52

*5-5:45, Just for Laughs – Curb Your Enthusiasm, CollegeHumor, ONN
#ADWK, Times Center, 242 W 41
http://www.advertisingweek.com/wadv.php
Curb star says network executives cast to reflect target audience, young males 18-29, but HBO is an exception.

5-8, ATT Connects Mixer
#ADWK, Aspen Social Club, 157 W 47

5-9:45, NYTVF Screenings
#NYTVF, New World Stages, 340 W 50

6:30, ION Durham County Screening
#NYTVF, New World Stages 5, 340 W 50

*7:30, Primetime Screenings:  FOX The Cleveland Show
with red carpet arrivals, postscreening talkback and cocktails
#NYTVF, Times Center, 242 W 41
HuffPo, E! and Forbes.com were fun to hang out with on the red carpet

9-12, FB Wrap Party
#ADWK, Tribeca Cinemas, 54 Varick


F 9/25

4-4:45, Hollywood Crossroads of Advertising and Movie Marketing
#ADWK, Paley Center, 25 W 52
http://www.realtimeadvertisingweek.com/2009/09/big-brands-combine-local-global-approach.html

4-5, AICP Screening
#ADWK, MOMA Titus 2 Theater

5-10, NYTVF Screenings
#NYTVF, New World Stages, 340 W 50

7/8-2, Night of Ad Eaters-  marathon screenings of world’s best commercials
#ADWK,Terminal 5, 610 W 56th
http://www.realtimeadvertisingweek.com/2009/09/ad-icons-brutalized-in-new-adeaters-trailer.html


Sa 9/26

*12-12:45, Inside the 30 Rock Writers Room
#NYTVF, New World Stages, 340 W 50

*1-1:45, Developing Scripted TV – Comedy Central, Fox..
#NYTVF, New World Stages, 340 W 50

*2-2:45, Developing Nonscripted TV – VH1Sundance, A&E
#NYTVF, New World Stages, 340 W 50

*3-3:45, Developing for the Web – Atom, Fox – Ilsa Berg, IFC
#NYTVF, New World Stages, 340 W 50

4-4:45, Indie Artist’s Guide to Producing a Pilot
#NYTVF, New World Stages, 340 W 50

5-5:45, Showrunners Peter Tolan,RescueMe, LindaWallem,Nurse Jackie
#NYTVF, New World Stages, 340 W 50

6-7, Showrunner Ronald Moore, Battlestar Galactica, Star Trek
#NYTVF, New World Stages, 340 W 50

7:30-8:30, NYTVF Award Show and winners of Fox 15 Gigs
#NYTVF, New World Stages, 340 W 50


Overall…
Content was great, schwag was awesome, yet sorry to say access was abysmal. Perhaps it was ego, staging or fear, but barring the audience from the speakers and clearing the house after each panel was not too cool. After all what is celebrity in all its dilution but an aggregation of audience attention.  Without engagement, why gather at all, why not just tune into the stream from home. Sometimes the audience has more celebrity and influence than those they put on stage. The reason old guard media is dying is because they don’t see that it’s about the audience, it’s about the exchange. A comedic moment at the Times Center nailed it when guards were instructed in front of HuffPo and others not to give press access, the young guards burst out laughing:  Who do they think we are, the New York Times! Speakers had to go out of their way to mix with their fans. My favorite moment was watching the giant yellow AOL Running Man excitedly wait in line to meet Mark Cuban.  In summary, it wasn’t what it could have been but it was so much more than expected.  A massive, ambitious undertaking with information just not available elsewhere.  Hopefully I captured the best of it for you here 🙂

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13 Responses to “#NYTVF #IFP #ADWK #MIXX #OMMA Showrunner Insights, The Writers Room, Branded TV”

  1. Hey Folks,

    Just an update–the panels listed are all sold out and on standby only at this point. We anticipate some standby tickets getting in.

    The Ron Moore panel and awards show are both avaialable.

    We have also added an additional panel, with Peter Tolan, Showrunner of “Rescue Me” and Linda Wallem, Showrunner of “Nurse Jackie”. Tickets are free and available at:
    http://www.nytvf.com/tixSYS/2009/progguide/films/1414


  1. 1 Independent Filmmaker Week 2009 – Panel, “Cashing In, Modern Revenue Sources” « adam schreck
  2. 2 Independent Filmmaker Week 2009 – Panel, “What’s the Deal” « adam schreck
  3. 3 Independent Filmmaker Week 2009 – Panel, “Paying the Bills, Sustaining Your Film Career” « adam schreck
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  5. 5 Independent Filmmaker Week 2009 – Panel, “Documentary, Thinking Ahead” « adam schreck
  6. 6 Independent Filmmaker Week 2009 – Panel, “Your Film Online (Case Study: Sally Potter’s ‘Rage’)” « adam schreck
  7. 7 Independent Filmmaker Week 2009 – Panel, “Fresh Funding, Modern Ideas for Doc Financing” « adam schreck
  8. 8 Independent Filmmaker Week 2009 – Panel, “Unlocking Global Financing Opportunities” « adam schreck
  9. 9 IFW 2009 – Panel, “From Doc to Series & Beyond, Opportunities in Non-Fiction” « adam schreck
  10. 10 UFC meets IFP – Panelists Gone Wild! Independent Filmmaker Week 2009 – Panel, “The Next Wave of Distribution” « adam schreck
  11. 11 cuppa schmutz » Blog Archive » IFW 2009 – Panel, “From Doc to Series & Beyond, Opportunities in Non-Fiction”
  12. 12 cuppa schmutz » Blog Archive » IFW 2009 – Panel, “Fresh Funding, Modern Ideas for Doc Financing”

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