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BPS 411: Beyond the Script: Gordy Hoffman’s Guide to Emotional Storytelling

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Alex Ferrari 1:52
Today's episode with guest host Dave Bullis.

Dave Bullis 1:55
My next guest is a screenwriter and director his film Love Liza won the Waldo salt screening board at the 2002 Sundance Film Festival. His other film dog bowl premiered at the 2015 Sundance Film Festival. We're going to talk all about Paul Thomas Anderson, and we're going to talk a little about phantom thread. We're going to talk about all that good stuff, because this guest has, you know, been down the road a couple of times. And we're also going to talk about, obviously, the blue cat screenwriting competition, which some deadlines are coming up. But I've also linked to those in the show notes. And also, all the movies we talk about are in the show notes again davebullis.com Just remember that. So in case you need it for later. But with guest, Gordy Hoffman. You know, Gordy, I've actually, you know, followed you for a while. I've actually entered the blue cat a few times. I've seen a few webinars. You know, not only is Blue Cat awesome, but but Gordy, you're kind of like, the the the guy that you want to learn writing from, because you're so, like, good natured, and you just like, have that attitude. You know what I mean, like you, you just seem like you, you not only know what you're doing, but But you know what I mean, like, it's that, that you're that you have the personality that sort of comes through if you know what I'm trying to say.

Gordy Hoffman 3:32
Well, you know, well, thank you. That's that's very sweet to say. And, you know, I learned probably a long time ago that, you know when I was directing and when I got into teaching, that, you know, being loving and kind and courteous when you're talking to somebody about their stuff and trying to be makes them more receptive. I mean, if you ultimately want to help people and serve them and give them some information and help them with their writing. You want them to be able to listen and hear what you're saying. And, you know, people get, you know, no one wants to be sort of get negative or sort of shaming or anything or like, be denigrated or discouraged. In a way. It's just, it shuts people down and they they're not going to produce. Actors getting nervous, crew gets angry, resentful. They're not going to be but if you're kind of courteous and respectful when you're making a film and and when you're talking to people about their work, it's difficult sometimes to navigate that, but it's something that we stress with our readers often, you know, we just say, you know, you got to be, you are talking to the reader when you're set, you know, writing up the notes and and no one, you know, it's just natural. It's just no one wants to. People tend to shut down. They're not going to listen. They're not going to hear the notes, if, if they're delivered in a way. So over time, I think, um. And, you know, I'm just not, you know, it's not really, I guess, you know, there's probably some higher ethical reasons why you should be good to nice to people. But it's also, it's also very practical. You know, it's also, it's also practical, if you want to actually tell a better story, then it's good to collaborate and work with writers and work with your fellow collaborators in a way that fosters that spirit, so that they're relaxed and they feel entitled in the work and excited. So yeah, don't crush people's spirits. Dave, crush their dreams. You know? It's just like, oh, it stays with you for years, you know? I mean, it's like, it's not a good look. So, yeah, so I think it's just, I think all anybody who likes to teach and has been teaching a while kind of learns that it's a it's a much more effective way to help a student, and that's what you want to do when you're teaching.

Dave Bullis 6:05
In your journey, Gordy, you know, through, through going to all these different, you know, places like, you know, like Sundance, and going on to, you know, doing these webinars. And, I mean, I'm sure you've met a ton of, ton of people, you know, and so, you know, having done all that, have you met screenwriting teachers who are, who are like that, who just give, like, these very, like, paint, like these notes that are just like, direct and to the point and very, maybe even, yeah,

Gordy Hoffman 6:31
I've heard, I've heard, yeah, I've heard of students going, coming back and being like, oh, like you're saying, you know? And I think some people just feel like, that's, I mean, some people think that that, and, you know, if, and I think some people maybe like that, I don't know they like the all I need to be, I need someone to be tough on me, you know, and I guess that. But I've had a lot of good writers, talented people, people that are back have pretty good back phones, you know, people just fold, you know when they do that? But yeah, absolutely, there's people that, because it's, you know what? It's easier to yell. I mean, it's easier to just freak out on people. You know what? I mean, the work of being like a teacher and although, and the work of giving somebody effective notes that's struggling and there's with her story, the work of being a respected director, an effective director, is, is, is being, is kind of being able to react with grace and be able to be respectful. It's so easy to be a jerk, you know, I mean to just be like, why? What were you? You know, like, whatever it is. And but, you know, the thing is, I'm a writer, you know, and I'm and I'm a filmmaker myself. And I think that's, that's why blue cat, I think, has flourished the way it has and grown the way it has and, and I think that's what makes me an effective teacher as well. Because I'm like, would I want to hear this? How would I want to hear notes. How would I want to hear this? Like, what would I what do I think would be fair and it, you know, that having that perspective really helps. And I think some, maybe some teachers aren't, were never really writers, or they haven't been writing for a long time, and they maybe it helps them slip. But most teachers, you know, I think a lot of really effective teachers, you know, approach it with a pretty even keel. I don't think you really hear a bunch of, you know, hear too much about lunatic people. I just don't think that. I don't think that screamers really. I mean, writing is such a personal action, you know, it's a very vulnerable thing, all creative, artistic pursuits. You know, it's like you're really opening yourself up. You know, your instrument is your personal life. And you know, it can get a little hairy when somebody's coming after the writing, because it feels like they're coming after you so yes, and you only know that, I think, if you experience the process of writing yourself, and you know how personal it is. So, yeah,

Dave Bullis 9:10
Yeah, you know, that's that thing, you know. How do you differentiate between the writing and yourself? You know, you hit the nail on the head right there. Because, you know, it's kind of like if you write a screenplay or a short story, and you turn it in, and the and the the judges or the script consultant or whomever, or, you know, the writers group doesn't like it, and so you feel like, I've been there before. I feel like it's an assault on me, you know. And you're like, How dare you, yeah, you know. And then you start,

Gordy Hoffman 9:38
Yeah, and that's, and that's, a good it's a good professional. It's good exercise and professionalism to be like, you know, this is not about you, and sometimes things are very personal, and, you know, feels like, oh God, you know. And somebody's like, I think that character is certain way, and you thought differently, and that might reflect on your values.

And it might reflect on your ethical, you know, core, you know, and that can it starts to feel like you're kind of getting it's kind of like, oh, you know, you you think I'm a creep, or you think I'm angry, or you think I'm like, you know, whatever, or you think I condone this, or, you know, whatever. And, but professionals, I think you know, you think it's good. We all fall into that. And I think it's always good for me to remember that you know, it's like, you know, this is a story. You know you're creating something. You're going to create more. You know you're gonna have a body of work. It's not you, it's not your life. It's you know, and everything is so personal, the reactions from people, I mean, people are so spot, get so wound up with feedback sometimes. And it's like, haven't you ever gone to a movie with like people that you love, like your family or your best friends or your spouses or your partners or whoever. And you walk out and one person goes, I hated that, and the other person goes, God, I loved it, you know. And no one goes, Oh, my God, we need to move out, you know. Or, you know, there's no, it's, there's no big Fallout, you know, it's sort of like, okay, yeah, you like Star Wars, I didn't or whatever, and, or you like shape of water, and I didn't or something, and that's it. Then you just go home and get dinner and you just gotta go on. But like, when people have a reader or a writer's group or a manager pass or producer never get back to you. It's like, it's like, oh, you know, it's so devastating. It's like, you know, they're just people, and it's just another reaction. And sometimes you might have expectations about, you know, wanting a reaction from, like, say, a contest or from a producer or from a colleague. You want that reaction to be, you know, the you may have expectations, but that's that's also something that we, you know, as professionals, we want to keep developing, you know, a healthy sense of expectations and keep things in check and know that it's not the end of the world if something doesn't. Because you can all as a writer, writers always, you know, there's always another movie. There's always another great idea. I mean, I'm, you know, I get so worked up, and then, you know, and then, you know, I come across another thing. It's so incredible. And I go, and I'm so excited about the idea of writing it, and I go, you know, and it makes you free of everything else you know. So lower your expectations and realize everything is, you know, everything's coming from a personal their own personal place. And just remember that. You know how many times you've gone to the theater and walked out with divided reactions, and it's so perplexing. Sometimes you're like, What do you mean? You didn't like that, you know? And it's like, no, I didn't. And it's like, okay, you know. And it's just, that's what makes everything kind of fun, you know. That's what makes the storytelling, you know, interesting, I think,

Dave Bullis 13:10
Yeah, you know. It reminds me that episode of Seinfeld where Mr. Peterman, he didn't like he said he went, he took Elaine to see The English Patient, and she hated it, and he actually fired her. It's so funny because, you know, not only does that speak of character within Seinfeld, but it's also, I mean, you know, that's comedy because it's the ordinary. It's brought up to the extraordinary because it's so ludicrous that a boss would fire an employee because he did. She didn't like right movie is him,

Gordy Hoffman 13:42
Right and that, but that's how passionate we are. That's how emotional we are about our decisions and our reactions. But as a writer, you know, it's, it's like, yeah. And a lot of people get, get really hung up on, you know, and, you know, Blue Cat gives out feedback and, you know, and there's gonna always be somebody who's gonna be like this person you know, didn't, you know? And I'm like, Well, you know that's it's going to happen. You know, it's not a perfect process. You know, it's not math, it's not two plus two equals four. It's just not, we're not doing that now when, like, some people watch call me by your name and have one reaction, and other people, I talked to a guy last night who walked out, you know, he just thought it was too small. And other people think it's a masterpiece, you know, so, and both of everybody's right. I mean, you know, love lies. It was a movie I wrote. It came out a long time ago. It was reviewed in the, you know, and people, some of you know, it came out in theater, so it was reviewed by the press and and, you know, I realized then it was like, the people that just thought it wasn't even worthy of a short, they just thought it was crap, you know, I'd be like, Oh my God, you know. And then, and, but then the people were like, Oh, this is like, a this is a little, this is genius. And I realized it's like, they're both sort of wrong and right. You know what I mean? Like, I can't go to the genius people. Old people that think it was a mass being well, you're right. That's a good view. You know what? You're talking about, the person who doesn't like it. It's like, no, they're both, right, you know, they're both, like, somebody who likes something really, like, oh my god, this is incredible. They're as crazy as the person that says something's horrible. You know what? I mean? They're just, it's just, it's, you know, it's all emotional response and personal history, and, you know, it's, it's, but, I mean, I hope you know, if anything, it's like, I, I always, I'm glad. I think it when people, when writers, can, like, really look past that, because it really frees you up, you know, you realize it's like, it keeps you going. And I think it gets you back to focusing on developing a better story, instead of just focusing on reactions and all that stuff. So,

Dave Bullis 15:44
Yeah, and you hit the nail on the head too, Gordy, when you said about, you know, this whole idea of story, because I think too many times when you I mean, there's 10,000 screenwriting books out there, and the problem is, you start to read some of these, and it's all about a formula, you know what? I mean, it's, it's the precise, you know? And it is, like you said, it's not math. But some of those books, though, they treat it as such, where it's like, on page, this on page that this has to happen, and blah, blah, blah, blah, and then you start to get just lost in this. And that's why, I think, I mean, you, you must see a lot where you're kind of like this feels like they're not really writing a story, but they're trying to solve, like, like a math problem.

Gordy Hoffman 16:26
Absolutely. I mean, you know, there was a really, there was a period of time where people were saved the cat was sort of, you know, I mean, with all credits to save the cat, and and, and the principles that the really healthy story principles that it, that it affirms and everything. And it was a period where it was like, you know, maybe 10 years ago, where it was like, everybody was like, you know, really ablaze with that. And people were using it left and right and and scripts, some of the scripts were just incoherent because they were just, they weren't even they would they had lost offense. They weren't even connected to their own story, intuitive, sort of Compass inside. And so they were like, well, this is what the character supposed to do on this page. And it was like, but then when you read it, be like, I don't even know what's going on, you know, and the emotional thing wasn't happening, and everything else. So, yeah, you know, you kind of look for you can, you know, the books are great. And if you get stuff that inspires you, incredible. If you get something that makes sense, it's great. A teacher, an analyst, a consultant. You know, it could be the guy, some guy you meet at Starbucks, who says, oh, I want to read your script. And some the barista, you know, anybody wants to, you know, I'll read it, you know. And then they go, I just didn't think, I mean, I've gotten notes from everywhere, you know what I mean? And it just doesn't. There's no, there's no bad source of notes. It's just the ones that actually help you move forward. And know that, but yeah, you have to strike a balance between what, the what formulas, what kind of, this is what this is the third act, you know, whatever, and knowing that the only rule of storytelling is emotional investment and getting an audience to care. I mean, you know, I mean, good example, call me by your name. I mean, I don't know what formula that followed, or like act structure, or anything like that. I don't know. I don't know where a phantom thread, you know, you can't, I don't know what I mean. I mean I I'd have to probably watch it again or a couple more times to see but I'm sure that Paul Thomas Anderson did not, you know, was not even thinking about that. He was just telling an emotional story, creating characters that he thought an audience would be interested in and invested in emotionally. And that is what drives that. That's what drives effective storytelling. That's what's that's what drives classic movies making, and that's what, that's what drives profit in the marketplace, is emotion. I mean, Wonder Woman was Wonder Woman. Because people loved Wonder Woman, and they were so gratified by her performance, who she was, we were able to connect with her. Was like, oh, you know. And it's, you know, and so this, this happens, whereas, like, you know, the thing with Star Wars, it's like there was some mixed reactions out there, we can all kind of safely say. And some people were like, I am not. And basically boiled down to, I am not feeling Luke Skywalker, I do not. I'm like, I've lost my connection with Luke Skywalker. That's really what happened. It's like, it's like they did something else with Luke and made some choices about the story, and that's what happened. You can't I don't think anyone can deny that there was an emotional breakdown with some of the audience because of who they knew Luke Skywalker could be. So anyway, so it's all emotional investment, and so as long as we can remember. At when we're when we're writing, I mean, just just, you know, make a balance between you can read stuff inspired. Get you thinking about things. Get you thinking about conflict and tone and and things like this. You know, you get it's good to think about these things and study them and look at other movies and how they function every now. But don't forget that eight year old child that knew how to tell a story. You know what I mean? You can, you can. You can go to a 10 year old and go what happened after school today, and they'll tell you a story. They'll know what a beginning, middle and end it. They know what the inciting incident is. They know what the payoff is. They know what the ending is, no and they know what that is. It's in their bloodstream. It's in their DNA. And so we go, we want to strike a balance between what we learn and what we already know, you know.

Dave Bullis 21:00
Yeah, you know. And somebody once told me about kids storytellers, that one of the main reason that they're, they actually become such good storytellers, is, is because they, they're not afraid to fail, and they're, you know, they're not really concerned about that. And they just, sort of, they just go in full force of that story and, and it's not until you start, you know, going through, you know, your your young adult life, or what have you, you start to go, oh my god, the peer pressure. Oh my god. What if I look, don't, you know, what if somebody thinks I'm an idiot? What if this isn't good? I suck. Then if this sucks, you know what I mean,

Gordy Hoffman 21:32
Right, right. There is definitely a, definitely an open, open feeling about what they're doing and everything else, absolutely

Dave Bullis 21:42
And by the way, I know you mentioned Paul Thomas Anderson. You know, I actually saw your AMA on Reddit, Gordy, and I laughed when you when somebody asked, Are you the Gordy that Paul Thomas Anderson thanked at the end of the master and you just responded back with the the Heisenberg meme of your damn right?

Gordy Hoffman 22:03
Yeah, I, you know, it's funny as it was. I remember that, I think I was, I had an intern in the office, and he was like, no, let me get this Any, any, and I was like, okay, just put it up there. You know, he was, he thought that was funny, or somebody was, somebody in our office. Was like, yeah, he kind of grabbed that meme and put that up there. Yeah, I was, I was, I looked at the master a little bit along the way the script. And, you know, I'm for obviously, you know, Paul is very close to my brother, and they were, like, best friends and like, literally, brothers in their own right, you know. And so we're very, been very close to Paul for for 20, you know, over 20 years. I mean, I, you know, I mean, I saw, you know, the Boogie Nights. I mean, my brother was telling me about Boogie night. I gave, I gave my brother love wise. And the fall of 96 and that was when he was shooting Boogie Nights. And he was telling me about this movie that he was making about the porn industry, you know. So it's, I've known now, Paul, he's amazing. He's so he really is our best. He's really the best we have, you know, in America. I mean, he's just, he's like, a Kubrick level genius, and he's gonna be, I mean, the best is yet to come. I mean, he's gonna phantom thread totally says that, you know, he's going to different play, he's going to be, he's going to everything is going to he's going to make so many great movies. And then, you know, the net second half of his life, it's really exciting. But, yeah, I'm very honored. And he's always been very, such a, such a humble he's always very respectful of me, and, you know, he's always been respectful of me, and he always, he likes my judgment, and he's just a great guy, you know, I mean, he's a wonderful man too. It's good guy.

Dave Bullis 23:51
So, you know, as we were talking about, you know, directors and giving notes and stuff like that. So, you know, in your experiences, in working with him, you know, does he sort of have that sort of same mentality where, you know, it's, it's not so much of, hey, listen to me, because I'm the director, but it's more of like he knows how to collaborate the, you know, the right way. Because I've had people on here who've worked with, like Quentin Tarantino, and that's one of the things they say was his strengths was, was that, you know, he would get into this groove, and they always knew when he liked stuff, because he would start, you know, laughing and stuff like that, and and, you know, they knew his vibe is this, Paul Thomas,

Gordy Hoffman 24:27
I've not been on the set with Paul, so I can't really speak to him as a director and like what that is. But, I mean, you know, so I just, all I can say is, from my vantage point, you know, he obviously knows how to cast. He knows how to direct an ensemble of actors and bring them together in the scene. You know, he's very, very gifted. I mean, it's he does so many things. Well, people just don't understand that he, you know, he's writing on a certain level that is highly original. And authentic, emotionally authentic and his he delivers high conflict. He never he doesn't run from emotional, emotional beats and high, highly intense emotional situations. You know, he knows how to cast. He has an incredible he has a Shakespearean sense of comedy, and how he balances comedy and his stories. So, I mean, you know, you're a limit. I mean, just in what I just said, You're eliminating, like several major directors that are in this country, around the world, that can't do all of those things. They do not do all of those things. They can't, they can't do all that. You just go on. You're not even talking about, you know, where he puts the camera. You're not even, you're not even talking about how he employs score and sound. I mean, it's, it's, it's, it's off the charts. So it's like, he has so much of that covered. He's literally, like, I mean to me, I mean, I, you know, obviously, you know, I might buy it, whatever. But the fact is, is that it's like, I mean, anyone who knows anything, I think probably would agree with me, but he is one of our he is, he is the master. I mean, he is one of the greats, you know, and by the time it's all done, I mean, he's because he's going to keep going, he's a young man, and he's going to keep going, and he's, he's got all his faculties and Phantom thread was such a, such a step forward. I thought in so many images of such a mature there was something so mature about the movie, and it was a real, real achievement. And, you know, and obviously the academy, you know, agrees, because they, they nominate, not only nominated the movie Best Picture, but also nominated him for directing and and I think that that was well deserved. They know it. They know that it was, it was it was truly, it was truly an achievement and really, really wonderful to see. So,

Dave Bullis 27:00
You know, Gordy, I that's, that's actually one of the movies I want to see this year. I haven't actually been, you know, either it wasn't playing at the time I went, or I haven't been able to sort of schedule time to go.

Gordy Hoffman 27:12
It just came out. I mean, it just came out. I mean, it just came out like, I mean, in LA, it's been out since the end of the year, end of 2017 but it just was released, I think last weekend, a lot of places, so a lot of people have not caught up to that one yet. So, you know, but, so, yeah, so, but everyone will get a chance to take it in. But I encourage every, all writers to to look at that, you know, to go, to go to that movie and and think about what, what is successful, and what is, what is effective about the story telling in the movie, and take it in, and I think you'll, you know, it's a good, it's a really great movie for screenwriters.

Dave Bullis 27:56
You know, that was my mistake. I actually thought it came out like end of November, beginning in December last year, so, but, no, it didn't, yeah, no, I was just gonna say, I, sometimes I get, like, release dates all mixed up, you know, and, but, yeah, but, but, you know, you made a good point. I want to, I want to actually ask about is, you know, when you're a screenwriter, you know, some of the, you know, the the ideas of becoming a better screenwriter are, you know, you have to read a lot of screenplays, and obviously you have to go to different movies. Do you feel that there's ever like an advantage of one over the other? Because I, one time, went to a screenwriting seminar and the person said, You can't judge a you can't watch a movie and try to dissect it that way, because you don't know what the script even look like, you know, they actors could be improvising, you know, this scene could blah, blah, blah, and, and I wanted to ask you, what do you think of that advice?

Gordy Hoffman 28:50
Well, I mean, the fact is, is that, you know, that sounds, I mean, it sounds like a fairly reasonable point. But the fact is, this screenplay is, is it's, it's part of making the film. And I think that ultimately, because there's a lot of scripts that you know, so you're so you can't judge the script Well, if the scripts, you know, it doesn't matter. In the end, we need our audience. We're not writing scripts, you know, we're right. We're trying to make a movie, you know. So, yeah, so, I mean, I think ultimately, it's, it's yeah, that sounds like, Okay, well, you can't judge the movie based off of this. Are you saying you can't judge the screenplay based off of the movie that we've just seen?

Dave Bullis 29:39
Yeah, that that, that's what the they were saying was, because,

Gordy Hoffman 29:42
Okay, I think generally, I think generally, I mean, I think I'm sure there's exceptions, or people, you know, drop the ball, or the money doesn't happen, or there's bad performances, or, you know, whatever. There's some, probably a number of reasons, but I think it generally, You know, strong writing, you know, tends to reflect in a strong movie. It's, it's very difficult to make a great movie from a mediocre script. It's just, you know, it's just difficult. They are very much correlated. I don't think there's a lot of variance there. And, yeah, so interesting question, though, I've never heard that.

Dave Bullis 30:34
Yeah, that's why I always like going in and, you know, just interviewing people like you Gordie, just this, you know, people out there in the field. And, you know, that's why I want to do this podcast, because they get to hear all these different different takes on different things, you know what I mean? And you get to share knowledge, because I think that's what technology has done. I mean, honestly, you know, once I started it's kind of, I kind of had my aha moment, you know, with all this technology and the way media is the way it is now, you know, that's, that's what it is. It's sharing knowledge and communicating with each other, just a lot faster and on a much now it's on a global scale, because I don't know if there's anybody on this planet anymore that you can't talk to if you want to, right? But, but yeah. And of course, we've seen with movies, you know. Now it's, you know, you know, you put them on Netflix, Hulu, all that good stuff, and then you can, you know, that is distribution, but, but I wanted to get back to you Gordon, just talking about, you know, your career and everything you know, you've actually, you know, directed a few movies. You've written a few movies. So I just actually wanted to ask you about some of those, and some of your experiences actually making those. So, you know, your, your first movie as you, as you mentioned earlier, was love Liza. So, you know, I wanted to ask, you know, where was the impetus for writing that screenplay, and how did you go about being able to direct that movie?

Gordy Hoffman 31:49
I didn't direct it. Todd directed it. Yeah, I wrote it. And I was, I was a cab driver in Chicago, and I saw somebody near a gas pump, and I was like, I was like, is that person sniffing the gas? And I didn't really see them sniffing it, but I was like, and I was in my cab, and I wrote that down an index card. I used to have all these blank index cards with me. I wonder where those are. I like, I wish I could find them. I wonder where they headed up. But I, you know, I had, like, yeah, I've got, like, to find some of that stuff. Anyways, yeah, I wrote down a man starts hopping gas and and, you know, and then that was the germ of it, where I was like, Well, why would he start doing that? It's just like, well, what if his wife committed suicide? And then I started to write that, and then he finds a note, and I found that I didn't plan on that he finds the note, and the note ended up driving the movie. But that's where love lies. It came from.

Dave Bullis 32:48
So, you know, sometimes when I find pieces of material that I've like written on an index card or back of a receipt or something, I'll look at it Gordy and I go, What the hell was I trying to say?

Gordy Hoffman 32:59
Yeah, yeah. That doesn't happen to be too much anymore. But sometimes, yeah, I'm like, I'll look back on something that I'll write down a little idea file. Usually I get, I get the idea, and I put it on, like a little document, and I just, you know, I have so many of them and but I usually I know myself that I better explain it so that I can look back on it and know exactly what it is. Because if I just write down macaroni and cheese, it's like, I'm like, What the Oh, is that idea? You know, you gotta like, let's like, what was that? It's like, so, yeah, but I think we've all had that experience of looking back at something we jotted down and been like, okay, I guess that one's gone.

Dave Bullis 33:41
You know, I've gotten into the habit of using my phone now. I use, I use, like, Evernote to take that, oh yeah, because it helps you organize things. And also, you're not, like, carrying around tons of sheets of paper, yeah,

Gordy Hoffman 33:55
yeah, yeah. That's, that's electronic, you know, that's the technology that we have now is that, yeah, you don't really have index cards anymore. You just, I just, usually just write an email to myself, send it to myself, and then it ends up in my little movie folder, idea list for the year, and then, and I'm backing it up every couple days, the whole computer. So I got a great Jae, have everything. So it's all, it's all different from back in the days, 20 years ago, when I came up with the idea for love Liza

Dave Bullis 34:27
I find it interesting too, Gordy, you were, you were a cab driver in Chicago, and you were just, you know, I guess in between fairs, you were just, you know, on index cards. You were just sort of outlining or brainstorming ideas that you could put into a screenplay.

Gordy Hoffman 34:40
Oh yeah, oh yeah, yeah, absolutely. I mean, that's the, I mean, you know, I just, that was what I was doing. And I, you know, to this day, it's like, you know, I mean, you know, it's like, anywhere an idea will come up, but at that time, you know, that's what, that's what my day job was. It was a, it's a whole nother experience, you know. And I drove a cab in Chicago for three and a half years, and, and, and that was, yeah, I can still remember exactly the gas station that that happened, and, and it was just one of the random things. It was like, and, and, and I just decided to go with it, you know, it was an idea. And I, you know, I just remember that it's like, sometimes you sit there and go, Okay, what ideas should I work on? And and, you know, any idea that you pick, you're gonna make great, you know what I mean. So it's like, it's like, I'm like, don't be so worried about whether or not this is the right idea, because you're gonna work on it and it's gonna be awesome, you know what I mean. So you'll make everyone, everything work. And so it's like, it's such a and I forget that, because I'll be like, you know, like, I don't know. And it's like, even, because, if I was forced to write my worst idea, I would, I would make it great, you know what I mean? I would just be like, the one, I'd be like, Okay, I gotta write on that. And then I would lean into it, and I would start to, you know, my imagination would kick in and start to come up with ideas.

Dave Bullis 36:06
You know, Steven Pressfield once said that you could, if you can get, like, a sentence out, you can draw a whole novel just from that one sentence. You can pull just from that absolutely. And he said, absolutely. I mean, oh, I'm sorry, Gordie, go ahead. No, no, I'm sorry. I was just gonna say that he actually wrote The Legend of Bagger Vance just from that one sentence. He had, like this moment where he kind of jotted down the sentence, and then he has pulled the whole novel from that,

Gordy Hoffman 36:34
Right. I mean, you know, and that's, it's, you know, it's usually like one little idea, a few little words, you jot down, and then it's like, the ideas there and and then you're off to the races. And, but, you know, I've done that in classes too, where it's like, I have people, you know, brainstorm like, 10 ideas for scenes, and then I asked them pick the worst idea out of all the ones, and that's the one I have them write on and to show them that, basically, any anything, you can make anything work, you know, you do not have to it does not have to be the best ideas and not have to be. I mean, that's really why forward any kind of writing challenges, any kind of 48 hour film, thought that's where that comes from. It's because it for, it's what people can given, given restrictions, you know, they can still have fun and be creative and everything else,

Dave Bullis 37:32
Yeah, and again, I think it's just when you're having fun. Because I think that, I think that's a lot of things that people forget. Especially, I mean, I've been there too Gordy, where I'm like, you know, I completely forget this is supposed to be fun. And it becomes like, so deathly serious, and you start kind of doubting yourself along the way, and then it becomes a little more, a little more. And then by the end, you're like, this whole thing sucks. I gotta get rid of this whole screenplay. I gotta start all over again. And then you can it becomes a habit that you that you have to break.

Gordy Hoffman 38:00
Well, every every screenplay you know, it's like, you know, any kind of master screenwriter or filmmaker you know will tell you it's like, anything you're working on, you're gonna get to a wall, you're gonna get to a place where you're like, this is awful, and I'm bored as hell, and I want to start something else. And there's this has so many problems, and I don't know how to solve them. And this is like, taking forever, you know? I mean, it's true despair and and the thing is, now I know that, like, when I get to that place, I'm like, Okay, I'm making that way. Like, I know it's like, okay, I'm actually halfway through, you know, like, because you are always gonna hit that spot, and it's like, and you are, you never get, oh man. This is, like, a this is so awesome. You know, it's never like that. You always get to place where, like, I'm, I hate every page. I'm like, all this stuff. I'm sick of reading this thing. I'm like, you have that feeling, and it's like, in that and when you have that feeling, it's like, oh well, you're getting there, you're almost you're you're probably rounding second. Just keep going, and then suddenly it will come back, and you'll fall in love with it again, and you'll come up with new ideas. And your problem, your, you know, solve these problems, and you'll have another draft, and then you'll start, and then you'll be like, okay, and you'll own it all over again. And then you'll really have something special. But we have to fight through, you know, the boredom, the despair, you know, just the just the loathing of the script. You know, at times it comes up where you're just like, God, like, I'm so sick of looking at this and thinking about it. I think it sucks, you know, or whatever. And you know, you're like, four drafts and, you know,

Dave Bullis 39:44
Yeah, yeah. Just even in the at the outlining stages, you know, sometimes you're like, oh my god, what the hell. What the hell was I thinking? And, you know, yeah, one of the things that I've learned too over the years is just like, little tips and, or so to speak, or if you want to call them a hack. You know, that's a popular word. Now, Gordy hack, so everything's a hack. So it's one thing I've learned is, is if you to start an argument, you know, have one, you know, have one, you know, obviously, that's where conflict comes from, right? I want a, you want a, and we each have a different way of how we're gonna get it. Or maybe, you know what I mean, and then we what we both need, this thing, and that's where this conflict comes from, is that, you know, there you want something and you can't get it. I want something, I can't get it. So if you sort of, you know, starting an argument, and that's why I make little notes when I'm going back through stuff and just saying myself, this is, you know, maybe this is something that I can do better. And then, you know what Stephen King once said, If you take a draft or something, put it in your drawer for two weeks or whatever, go back to it, and that's when you can look at it again with fresh eyes.

Gordy Hoffman 40:59
Yeah, it's great how time changes things, and you can look at stuff and be like, Oh, yeah. And you could definitely, you know, there's a lot of that stuff, but yeah, that's great advice.

Dave Bullis 41:12
So, you know, Gordy, as you took love Liza, and you were able to write a full screenplay, you know, how did you go about, you know, just sort of even pitching it and, you know, getting it into the right hands to get it produced.

Gordy Hoffman 41:27
Well, you know, it was a long process, but, you know, my brother read it, and like I said, he had not started shooting Boogie Nights yet, so he wasn't a movie star or anything like that. He just young and we read it, and he loved it, you know, and I didn't, wasn't giving it to him to be like, Hey, you want to do this, but he wanted to play the guy and and that's what it is. So we attached he was a task. We got a director, we got Todd, and then we started to couple of producers, and then we started to talk to people that could add access to money, and find, you know, producers that you know could raise, raise, actually, the money to make the movie. And so it took a, you know, it didn't take that long, maybe four years from from like, the whole period of like, starting to think about it, and people looking at it, you know. And then, and then, then we found some folks and and made it, you know. And got, was able to get Kathy Bates involved and, and that was how we, we got the money. It was very low budget at the time, and, and then, you know, got into Sundance. You know, people responded at Sundance to it, and it got to Sundance. And, and then it was bought by Sony Classics, and they distributed it. So, yeah, so that was that sort of the journey. And I think it's, I mean, somebody told me it's on HBO right now. So think if you have HBO, you'll be able to watch it. And obviously it's on Amazon for rental, but it's, but Sony ended up Sony Classics, the same guys that were involved with love. Liza, are, you know, are still running Sony Classics, you know, and call me by your name is the Sony Classics acquisition that they picked up before Sundance. And, yeah, so,

Dave Bullis 43:35
You know, Gordon, you mentioned Sundance, and you mentioned, you know, call me by your name. And also, you know, with love Liza, I saw an article, and I don't know if you saw this yet, in the LA Times, that says the spec script is dead. And what they mean is, is that Hollywood only wants to make the big budget blockbuster movies, you know, based on, you know, superheroes and things like that, or or remakes of classic movies and stuff like that, you know, you know, and that the spec scripts now all go to Sundance. So if you want to make an original movie, you know, the place to debut it or show it and get it bought, etc, is Sundance. You know, I don't know if you've read that article, but do you do agree with that in today's current market for screenwriters that you know, Sundance is where, you know, independent movies really go

Gordy Hoffman 44:24
Well. I mean, Sundance is an incredible market. I mean, if you get into Sundance, I mean, all eyeballs are there for acquisitions, and you can, you know, pick up a movie that can do considerable performance at the box office, and also could win Academy Awards. So it, you know, obviously, it's an, it's a great launch pad now, you know, I mean, look, you write a great screenplay, you know, you're gonna be able to do a lot of things, you know. And that's never going to change the idea. Of, yeah, the what was happening in the 90s. The markets changed. There's the you know, how they but, you know, but the 90s were also different from the 40s, you know what I mean. So it's not like some, you know, like some evil thing has happened. It's just the market changed. Storytellers can go different places, but you obviously can, you know, if you write something special, you know, you might be able to get, you know, involved in television, and television episodic is obviously sort of the there's another golden age right now in terms of, you know, storytelling and television, but, you know, but then you can also, you know, write a get out or write a Lady Bird. Obviously, these people have access and everything. And there's certain, you know, opportunities that might been afforded credit Gerwig or whatever. But the fact is, is that, you know, three billboards, you know, these are all movies that are doing, doing well, they're going to do well, no one who is involved with making them is on, is like, wow, I wish I hadn't been involved to get out. I mean, it's like, no way. And get out was, you know, a low, lower budget. Did not have any kind of, like a Avengers type of budget, and it was. But it all goes back to the writing, you know. And it you know. So just you know, people find, you know, writers and people want to find like, oh, well, stock market, or, you know, make some you know ideas about. And the bottom line is, it's ultimately an excuse not to deal like, to not to deal with the truth The truth is, is that we have to do what we were talking about earlier. We have to fight through the boredom to despair, keep working our drafts and make them so good that it blows people away. I mean, I got my short got into Sundance two years ago, and got me a job, like a feature writing job shortly thereafter, and it was all because of the work that I put into the short. And I made the short as best I knew. I just made it best I could. And, you know, and it worked, you know, it got into Sundance, and people saw it, and it landed, you know, it led to a really nice, you know, it helped, it can help my career, and it moved everything forward. And, you know, somebody be like, Oh, well, how? You know, it didn't follow any kind of formula or anything else in terms of, I just decided to make, you know, I was like, I want to make the sword to kind of show people I can direct. And, and it ended up doing things that I did not anticipate or expect and but I, but the thing that I did plan on doing was making it as best I could. And so everybody, and I know people like, well, whatever, you know, yeah, sure, write it. Work really hard in your on your screenplays. That's really great advice. Well, you know what? That's what happened? I mean, it's like, where do you think get out any of these movies? Anything that's like, comes out of nowhere. Any you know, anything that like, it's like, interesting. Where do you think it comes from? It comes from people like, picking up, you know, opening it up, getting going with their movie, working really hard on it, continuing to take notes, continuing to push it forward. That's that stuff that's never that's that has not changed, you know? And, yeah, the idea maybe it's a good thing that, like, oh, you can't just put together a high concept. And the movie, movie, you know, the studios are so scared somebody else is going to get it, so they buy something and it's like, sort of half baked, and it's not even that great, and then you don't even get to really work on it after they bought it. I mean, you know, maybe that's not really what we want, you know, maybe we want a system that is like that is exactly like that. It's like, write, a big, sick, write, write, write, something like three billboards. Come up with something created quite create a dramatic story, write a really funny comedy, write a really scary horror movie, and just make it the best you can, you know. And I think the market's gonna find you anyways, and it might be better than if they bought your high concept, you know, thing 15 years ago or 20 years ago. And did that, you know, yeah.

Dave Bullis 49:28
And the movie you took, the Sundance, was dog bowl, correct?

Gordy Hoffman 49:33
Yeah, yeah. That was a short I had a couple years ago that I that I had there, you know, good. That's also, that's on amazon prime. So if anybody you know wants to see it, it's, it's on Amazon Prime. So if you have Amazon Prime, you can watch it for free.

Dave Bullis 49:48
And I'll make sure to link to that in the show notes as well.

Gordy Hoffman 49:51
So, yeah, yeah, just you know. So if you're like, like, I want to see if this guy knows what he's talking about, I would see his crappy short. I'm gonna go, I'm gonna go check out his. Short, see if it's good. Man,

Dave Bullis 50:04
I want to check on when you go to Gordy Hoffman,

Gordy Hoffman 50:16
Yeah, you gotta, you gotta check up. You gotta watch dog bowl. Man, see like, Come on, man, check it out. It's nothing like, you know, you go and check somebody's movie like, oh, man, really? But I think people like, dog will good. It's got some nice, great actor. I mean, the star that is excellent. And I think people enjoy it, yeah,

Dave Bullis 50:35
You know, I remember, you know, I saw you were crowdfunding for that, and I just wanted to ask Gordy, you know, really quickly, you know, what were your experiences crowdfunding, that movie did, was crowdfunding what you thought it would be, or was a little harder, a little easier?

Gordy Hoffman 50:49
Oh, man, it's like, I mean, for somebody with low self esteem, I mean, it is brutal. You gotta, you gotta, like, you know, you gotta ask people for stuff. It's like, oh, I mean, it really, but you know what it was like. I was I, you know, I, you know, I stumbled onto a lot of things that you do. Well, it's, I mean, that's a whole nother podcast, but, you know, I, you know, I found my way through it. And people, I had a lot of people that wanted to help me, and I so I had a successful run, and then I hadn't finished the script yet, and I, like, I raised all this money, and I was like, Oh no. Now this has to be good. And talk about pressure. I was like, whoa. And, but then I, you know, then I kept it was great. I mean, you know, I really made you committed to, like, making a great movie. It was an excellent way to to fund the movie. It worked. I mean, man, I mean, think about all the Kickstarter campaigns, or crowdfunding campaigns you've been involved with. And, you know, unfortunately for my backers, you know, they backed a film that went to Sundance, you know. So they were like, they were like, wow, this is awesome. And then it went, then it went, you know, played all over the country, and, you know, so people were able to, most a lot of people that backed it, were able to see it in a theater, like at a festival, and, and I was at a lot of those festivals, so it was really, it was super fun, and, and, but, yeah, the Kickstarter was a lot of work. I mean, you know, it's, again, it's a whole other podcast, but, you know, there's a lot, there's a few, few tips for that. But if you ever want to do a Kickstarter, like, like, as I did two campaigns with dog ball, one the beginning, one at the end, and, yeah, I've got a raft of experience about that, and I always, always want to share that, because I think there's a lot of things that people do and they can avoid and and I think it's a great way to find the money to make a short film and show people that you can write and show people you can direct. And it, you know, I think it's Kickstarter is fantastic. But there are some things that I think people get, you know, and it usually goes ultimate, you know, in many ways, it goes back to, you know, something that bogs writers down, bogs filmmakers down is a lack of patience. I think people are impatient to launch their campaign. They're impatient to shoot. So they don't want to, like, do another draft, they don't want to write another movie that they want to get to shooting. And I think with Kickstarter, it's like, you just kind of want to launch it, you know. You're like, I want to, Okay, we're ready, you know. And then you launch it, and, you know, you don't really have your ducks in a row. You're not really ready. And then all of a sudden, it's like, oh, you know, like, I, I'm like, no one is no one. I don't really, I'm not really getting the money I thought I was gonna get, you know. And I think it goes back to having some patience and, you know, preparing and doing the right work and getting it all ready and doing exactly what you would do if you were, you know, wanting to shoot a script, you know, just taking the time to do it.

Dave Bullis 53:52
Yeah, you know, I crowdfunded way back when, in like, 2010 and I did it again in 2011 and you know, it was explaining people what crowdfunding was at that time. Because, you know, not, you know, nowadays, everybody has a Kickstarter. It seems, I think some people get a little burned out. But, I mean, when you're actually doing it, Gordy, I hear you. I was right there with you, because he feels, you know, you're like, my god, is this seeing even gonna be possible? You know, our people, you know, because everyone will tell you what I what I usually do is, and this is really quickly running out of time. I call, I call it the 1% rule. And so if you ask 100 people to donate to your crowdfunding campaign, 99 everyone, everyone's gonna tell you, Yes, but 99 won't do it, and that one person will actually go through it and give you some money. So if you use that 1% rule, that's what the that's the multiplication that you're gonna have to do to make sure that you have your movie, so your multiplication, your and your division. And then, if you figure, you have to tell that many people. So if you know that, you're gonna need, maybe, like, I don't know, $20,000 $20,000 you have to, kind of, can, you know, figure out how many people you're gonna have to talk to in order to get that done. Because, you know, everyone does what's called Chinese math, and they're like, Well, if I had 20,000 people each give me $1 I'd have them all the money. Or I need only one person to give me $20,000 you know what I mean. So it's kind of like, you know, using all that to your advantage, you have to figure out, you know, okay, these are where I could go. These are the family, these are the friends. They can give me 30% you know, it's so stuff like that that, you know, you've learned as you, as you go about doing all this stuff,

Gordy Hoffman 55:36
Yeah, yeah, it's a, you know, there's a lot of stuff going on with it. But I think it, I mean, it boils down to content, how you present, you know, your idea. And I think there's a lot of pitfalls with that. I figure people think, oh, I should make a four minute video. No one in the world has ever watched a four minute video. No one watches four minute videos ever. It's like, you know, and it's like, let me explain it. Let me bring everybody in. Let's talk for seven minutes about what the movie's maybe about. Nobody want to nobody wants to watch that, you know, it's like, so there's these things that you sort of realize it's like, you know, make a 45 second video, you know, and and like, write a little bit about it. People want to read it. They're going to find it. But basically, just give them a little video reminder. Make sure you have a ton of rewards. Make sure you have a lot of different ways for people to get in. If you only have 120 $5 award, and then the next 170 $5 you're gonna be in trouble, you know. But if you have five different $25 awards, you know, some people don't want DVDs, you know. They don't want a poster, you know. And it's like, if the only thing at that money level is a poster, then they're like, I don't want to poster, you know. But if you're like, oh, you know, I won't give you anything at $25 you get people signed up for that because they don't want anything mailed to them. So, I mean, it's like, it's amazing. I mean, all these things that I sort of learned while I was doing it,

Dave Bullis 57:00
Yeah, it's, um, it's all the things, you know, speaking of the video really quickly. I know we were almost out of time, but really, but I once had a friend of mine, his crowdfunding campaign was not going anywhere. And he said, Could you, you know, he goes, Dave, I know you've done this before. Would you mind looking at this for me? And I looked at it, and Gordy, he had him. He had like a nine or 10 minute trailer, so to speak. And it was him talking on the couch. I said, my God. I said, what could you pot? There was no like other shots, there was no like footage of the movie, or even concept art or the storyboard, or nothing, even the screenplay, for God's sakes. It was literally him on a couch talking for like 10 minutes. And I said, Dude, I know you, and I don't want to donate money to this.

Gordy Hoffman 57:45
Yeah, yeah. I mean, it's really, I mean, I learned that, like, right when I was doing it, they, I mean, somebody, I was reading a blog, and somebody was like, we, we watched, we watched videos for six months, like, we just studied Kickstarter campaigns for six months. And I was like, wow, okay. And they were like, and we ended up making a movie. We ended our video ended up being two minutes, or a minute and a half or something like that. And they said, and we should have made it shorter. And I was like, when I heard that, I was like, whoa. And so my, you know, my video is 70 seconds. I think it's like a minute, and I made it like a deconstruct. I did like this. I just came up with a quick concept. I went out and shot it, and it was, it was a little bit slapped together, but it was like, I just, I was like, I'm gonna sort of do the anti Kickstarter video. And not really it was different, but people loved the video, you know. And it was like, it was people really responded to the video, because it just reminded people, like, oh, Gordy's talented. It's funny, or whatever, you know, they just said, enough. And then, you know, so. And then I just I, and I also believe I had a lot of rewards. I had creative rewards. They were funny to read, and I had a ton of different ones. You know, not so many that people couldn't make a decision, but I just had a lot of lot of ways for people to participate. And I also just remember that it's like, just remember, not everybody wants a DVD, and if you apply that principle to every war that you give, then you're going to come up with alternatives. And you'll be surprised that people will actually, they'll take the other thing, and you'll be like, Oh, they don't even want a DVD, or they don't even want to a download, or, you know, they just want to this, you know, they want to actually have that, or whatever. And, but, yeah, the videos, you know, I don't think I've ever watched a video. I mean, anything, it's over like, you literally. And everyone you go on, they're always, like, four minutes long. It's like, you kidding me? I mean, no one watches Nobody. Nobody watches that. Not even, you know, not to anyone related to them. Nobody, nobody watch. You know, it's just. Too long, man, it's too long, dude. Okay, come on, man,

Dave Bullis 1:00:10
The best crowdfunding video I've ever seen, Gordy. This guy actually pretended he was kidnapped, and the they filmed it, and he was actually, and his guys were like, well, you know, you need this money. And he would goes, well, I'll get it. And they like, who's gonna give you this money? He said, I'll go to crowd, I'll go to Kickstarter and or Indiegogo. He goes, I'll ask for money on that. And he goes, Well, they go, really, you can do that. And they that was the pitch. And it was actually, it tied into the movie as well, because it was about a kidnapping. So it was actually pretty creative. And it was the the body by Kenny G, not, not the musician, by the way, it was, but it was another, another Kenny G, but, but, but I'll link to that. Everyone in the show know us, but it was actually really, really good, good crowdfunding campaign, and he ended up making the movie, but, but, you know, Gordy, I know we're running out of time. I just in closing, Gordy, I just want to talk about Blue Cat again. I know Blue Cat, it's open for submissions right now for the 2018 season. So if you could, you know, just in the in the few minutes we have left, could you just, you know, give us a little more information about Blue Cat.

Gordy Hoffman 1:01:21
Well, everybody should know that we have really great readers, and we provide written analysis on every script that enters. So if you enter blue cat, you will get notes back on your script. Google read your entire script, and you will get notes back. So that's, that's a lot of people still don't know about that, but Blue Cat's been doing that for, you know, over 15 years now. But that's, that's, that's one of our traditions, and we do that as a part of the entry fee. We accept features shorts pilots have both hour and half hour and we are also accepting short films this year, the first time we've ever done that. So we're gonna have a screening next June of the top short films that we receive. The deadlines, February 20 and the next. I'm not sure when you're airing this, but February 20 is the is the next, is the final deadline. And you know, you can Google us and sure you guys will have the links for that. But, yeah, I mean, if you're ready to submit, you'd like to get some notes. Blue Cats, great for that. If you've got you're really, really excited about your script, please send it to us. If you're still like knowing you needed to work on it, then work on it. Send it to Nichols or Austin later on the year. And you can, you can get back to us in the future, but, you know, just use blue cat, use screenplay contests to, you know, to help you and encourage you to develop yourself and and only when that happens. You know, should you be using screenplay contests? But yeah, we're really excited. We, you know, we have a great, such a fantastic group of readers. I'm very proud of them, and and, and everyone really loves our feedback. So, you know, looking looking forward to meeting the next winner. And, you know, the next winners, and, and, yeah. So I'm looking forward to getting your scripts.

Dave Bullis 1:03:19
Yeah. And, like I said, I've entered group blue cap before, and I really like the feedback that I got. And like I said, go to you somebody I've wanted to have on here before, because you have, you have the right, you know, attitude, the personality, to run a screw any competition. You're not only the founder, but you're also, like, this brand ambassador for it. And you know, you have that right attitude for it, man, and I and, you know, that's why it's so cool having you on recording so every interview. You know what I mean? It's like, you're the type of guy, like, nothing bothers you. You know what I mean? You're just like, you just go with the flow.

Gordy Hoffman 1:03:53
Well, I appreciate that, man, you know, hopefully I can remember that sometimes when I'm at traffic out in Los Angeles, but, yeah, I look forward to being back on again. Man. It was a great talk. I could, we could probably keep going. I mean, so if you ever want me back on, I'd love to talk about anything you don't want to get into. There's a lot of stuff in the just great interview. And love having, love being on,

Dave Bullis 1:04:17
Oh, and I love to have you back on Gordy. And before we we sort of cut this off. Where can people find you out online?

Gordy Hoffman 1:04:27
Well, you can find me, if you Google, you can find my, probably my Instagram account and my, you know, I don't really tweet a lot, but I do have a Twitter account, and, you know, you can reach out to me through Blue Cat. It's pretty easy to find blue cat, and you can reach out to me there and stuff, and I'm also, you know, one of the things that we do where there's a lot of interaction is we have something called the Blue Cat Writers Group, and that's on Facebook, and it's a closed group, but pretty much anyone who wants to join just gets approved and. And we always have weekly discussion questions, and, you know, there's a lot of interaction, and it's very positive, and it's not overwhelming, and there's not a lot of, you know, extra stuff in there. It's really, you know, it's really about the craft of writing and sort of give and take around that. So that's another place that people can find me,

Dave Bullis 1:05:18
And I'll make sure everyone to link to all of Gordy's social media links in the show notes. But Gordy Hoffman, man, it has been a blast talking to you, and I definitely would like to have you back on because we, you know, other guy, like we were just saying, you know, we could, we could talk for another whole, another hour or two,

Gordy Hoffman 1:05:34
Right! Well, looking forward to it, Dave.

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BPS 410: Why Most Independent Films NEVER Make Any Money

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BPS 409: How to Make Indie Films That Make REAL Money with J. Horton

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Alex Ferrari 2:32
I'd like to welcome the show J Horton man How you doing brother?

J Horton 3:51
Very good. Thanks for having me.

Alex Ferrari 3:52
Oh, man, thanks for doing this man. I'm a fan of what you do and how you do it. I it's rare to find filmmakers who get it and and and figured out how to make a living as a filmmaker which is you are in the top 1% of 1% of 1%. And, and and yeah, I would like like you saying your YouTube videos and a lot of stuff your content is like I'm not rich by any stretch of imagination, but I make a living doing what I'd love to do and that's why we got I wanted to kind of bring you on the show to explore about

J Horton 4:28
Yeah, and to be to be fair, it's taken me a long time to get there and a long time to change my mentality from you know, I'm going to be Quentin Tarantino to I'm going to make a living as a filmmaker.

Alex Ferrari 4:40
Right and I think we all you know, you're You and I are in similar vintages as I like to say yes, so um, you know, when quitting came out, we were probably in our in our youth, if you will. And everybody of our generation wanted to be Robert Rodriguez Kevin Smith, Quintin Tarantino you know, Richard Richard Linklater. You know, John Singleton, Steven Soderbergh, like they're all those guys. But Tarantino has that rock star, you know, vibe to him when it came out. And I think he, as wonderful as he is, he did hurt a generation of makers because we all figured out like, we're just never gonna be Quintin Tarantino like it's, it's, it's hard pill to swallow for a lot of filmmakers. It's just never and it's okay because nobody's ever gonna be Quintin Tarantino. So tell us a little bit about how you got into the business.

J Horton 5:32
Okay, well I basically I got started doing movies because I couldn't do anything else. I was small, I didn't like sports, I watched movies all the time. So that was I was always a major focus of mine. And then you know, speaking of Tarantino, he, you know, Reservoir Dogs came out when I was 18 like coming out of high school. So like that, like for the first time was like, Oh, this sort of director does this is this is a director I could do this. Now. It took me another you know, four years to get into college and you know, kind of start studying film. But you know, by the time I had finished there, like I was chomping at the bit to make a movie. So, you know, I did my first movie right out of college, you know, we saved up a few $1,000 me and a friend and just we had the Panasonic dv x when it first came out

Alex Ferrari 6:20
dv x was it the A sir, was it just a straight up? You have the A

J Horton 6:25
I believe we had I think it was before the A.

Alex Ferrari 6:28
So it was the first first generation got it.

J Horton 6:30
I'm pretty sure it

Alex Ferrari 6:31
Wasn't that a great little camera man? I'd love that.

J Horton 6:33
It was you know, I still like like the look of it. Sure. I did a I did a I mean I did a really one of my not ladder movies but like mid career movies like way after HD had kind of taken over. I think it was like 2010 but I liked that look so much. I actually shot one last feature on it you know, I still have called a trap which I did quite a bit but yeah, love that look.

Alex Ferrari 6:57
That look was awesome. And it was just for people who just don't understand what that camera was. It was the first 24 p camera so it was the first time we could see a film look inherent in the image before then all we had was like the Canon XL which was oh it's just horrible disgusting. It was disgusting and then you met and you mix that with Final Cut Pro I think was four maybe four or five

J Horton 7:25
I think I started on five but I'm again I'm

Alex Ferrari 7:27
It's around yeah it's around there so you combine those two remember yet the plug in the cable and then let the let the final cut like run through the tapes to digitize high rez which was standard def and I know everyone listening to like it's just too old farts talking about the olden days no understanding how awesome that was like it was insane

J Horton 7:49
So I still had you know the mentality that you know I'm going to be big I'm going to be a Spielberg I'm going to be a Tarantino and be Rodriguez but I'm making this small movie and I didn't realize it at the time but I was laying the groundwork for you know my Later career. So anyway, we we finished this movie it was originally called Rise of the undead many years later distributor changed it to rising undead. But anyway, we sold it to York entertainment. Like just right out the box. I don't know if you know her to your work but Okay, so York was like one of the first like predatory distributors. So and I didn't know I didn't know anything about distribution marketing nothing I was the deal make my what was the deal. God 12 year license on the sales fee was like, the cap was over 50,000 or 50,000 something ridiculous. And I honestly don't remember the rev split. I think it was like a 60-40 maybe something like that.

Alex Ferrari 8:54
But you never made it. You never saw a dime.

J Horton 8:56
Not from them. No.

Alex Ferrari 8:58
Did you get the movie back ever?

J Horton 9:00
Um, years years later, which I'll get into that a little bit later. That's how I discovered Amazon and started doing shelf distribution was. But um, so anyway, we finished it. We sold it to York, and I was like, and they didn't release it. You know, like, uh, you know, it was in blockbuster. It was in Hollywood videos like, and I didn't care so much about the money at the time. I was like, Hey, I have a movie out. We'll see some momentum next year

Alex Ferrari 9:26
Can stop you right there for a second. That is the worst disease that we as filmmakers have. When we're first starting out. We're like, Oh, well, I see it on the shelves or I see it on Amazon or I see it on iTunes. And I've arrived and I don't care really about the money. You'll never make it as a filmmaker if you don't change that mentality. Agreed?

J Horton 9:47
Oh, totally agreed. And what I was about to find out was that no one else was going to give a shit that my movie was in blockbuster. You know? So like, I get it out and we're living in New Orleans at the time and you We were planning to make the move to LA Katrina happened. And we moved right after Katrina. So I get to LA. And I have this movie, and it's sim blockbuster. And I'm like, LA is going to just be like, welcome. Come direct our movies. You know,

Alex Ferrari 10:15
Here's 20 million. Here's 20 million

J Horton 10:17
Oh 20 million, or even one. I mean, I wasn't quite that, you know, delusional state. But I was still delusional. I mean, I was thinking a million or 500,000,

Alex Ferrari 10:28
at least that's nothing,nothing. they handled that they just handles out to anybody who walks in the door.

J Horton 10:35
So, you know, I'm, you know, I'm querying production companies and studios, you know, and just, you know, if I ever do get responses, they're pretty much like, lol. Send. So, but so, so here I was, uh, you know, I directed this feature film, you know, I graduated college, I'm in LA. Nobody will hire me for anything. I'm like, Hey, I directed this. I wrote it. I edited it. I could, you know, I could do editing. I could, you know, I could do I work the camera. I could do camera work. I could, I mean, I couldn't do work for free. I mean, like, I couldn't get a job. So I was back working at Starbucks. You know, it's like, you know, six months goes by still no job. And I finally get an assistant editor job on this rinky dink horror movie, I think it was called butcher house. And the special effects guy on that was getting ready to shoot his first movie, and I still had that dv x. And his dp had quit. I wasn't really a dp, but he was like, Oh, you have the camera. You know, we're shooting tomorrow, come shoot my movie. And that kind of set me off on my path. You know, I worked for that guy. And then his EP was a filmmaker named john Claude Lamar. I started editing and directing for him. Then I got noticed by the Garcia brothers and I started directing for them. You know, I just every that just beget everything. And I kept moving.

Alex Ferrari 11:56
And it just, it just kept rocking and rocking. Alright, so then. So you have a fairly long IMDb. I've noticed.

J Horton 12:04
Yes.

Alex Ferrari 12:05
How many movies? Are you popping out a year now?

J Horton 12:09
Oh, man. Um, I mean, at my height, I was probably doing 12 a year.

Alex Ferrari 12:14
So one, one a month, one a month,

J Horton 12:16
One a month. So one of the companies I started actually both the companies I was directing for their their business model, they were doing micro budget movies, like between $10,000 or like $60,000. You know, they got a little bit higher later on. But anyways, so they're making these movies, they get like one, you know, B level actor, they'd have him for a day, they had had the movies pre sold. And they were just impressed by my ability to be able to work within their time frame. You know, so we would shoot these movies in five or six days, sometimes less. And then you know, I would have less than a month to edit them feature films, you know, put them sure like the that date, that release date would be set before we started shooting like they had both of the companies had set deals with different distributors and aggregators. So like they would we would start shooting in April, and the movie would be like on the shelf in June, just like boom, and they would do them. You know, at least one a month. There was one month with the Garcias where I shop for movies. We did one and we did one. Pretty much a no it was actually that period was concurrent, like one after another. So we did. We did one movie and one day, I'm sorry, two movies in one day, one movie in two days. movie and five days. And then another movie and four days.

Alex Ferrari 13:36
How do you do two movies in a day? Like I look I've shot fast.

J Horton 13:40
I'm sorry? Not in one day? Oh, you're asking I gotcha. I gotcha. Yeah. Okay, how do you shoot a movie in one day?

Alex Ferrari 13:45
Yeah. I mean, you do I know how to do it. You just put the camera up, and you let the actors act. And it's basically master shot theater?

J Horton 13:53
Well, it can be on what, what worked for me. And now I'm not saying these are great movies show. We still shot them in a day. But sure, better than you would think. So like, what we would do is, you know, we had, we would go to sets like stage sets. And you know, we would so have so many scenes in the living room set, we'd set up three cameras, we would run each scene twice. You know, I mean, you know, unless somebody flopped or something, but we'd run two times full through with two completely different sets of coverage. So I would end up with, you know, six pieces of coverage per scene, on average, okay. And what I'm one of my apps was he was really, he was really good. So we like we would set him on the second take on a long lens and be like just fish get my inserts. And I wouldn't even always have them set. I would just be like, get where you can get and then everybody else would have standard coverage. And my editing background helped me do this as well. Yeah, I mean, can you please tell the audience how important understanding editorial helps you make these kind of films? Yeah, I never wanted to be an editor. I never wanted to edit anything. I edited my first movie out of necessity, but you learn, like if you want to get into directing or writing or any editor, it's one of the best positions to move up. Because like, not only are you learning the entire process, what works, what doesn't how shots fit together, how much you actually need, you're also setting with the director and the producer, sometimes the finance years, if you're lucky enough to be on set, you're sitting right there with the main producers and the visiting the people that visit. You know, like the bigwigs, the guys with the money. Like, I mean, I've gotten movies, you know, small movies financed from being on that set and talking to those people. You know, so I think I think editing is probably the best, you know, maybe dp on bigger things. But like in India,

Alex Ferrari 15:49
But even even dp as an editor, as editorial allows you to figure out what you need and how fast you'd need to get it and what you absolutely need. And then also, it's one thing being on set, but it's another thing being in a room with producers directors financier's for, arguably two, three weeks at a time sometimes I mean, in your your case a lot faster. But generally speaking, it could be months that you're working together, you know, and those relationships build up.

J Horton 16:18
And one of my very first gigs after I started working besides the horror movie, I was operating camera on this 24 hour shoot, it was this weird ass comedy documentary. I'll spare the details. But we were I was setting there with the main producer because we were doing some live TV editing on it. And you know, so I talked to him for a few hours. And you know, offhandedly mentioned that I was a writer, and he was looking for a zombie script. I didn't have one, but I was like, dude, I could write one in two weeks. And, you know, a month later, we're shooting edges of darkness, which was, you know, my first California, you know, directing.

Alex Ferrari 16:55
Very cool, man. Sorry. So you're popping out a lot of movies a month, what is your business model as a filmmaker, so kind of explain that to film to the audience.

J Horton 17:07
So, at the time, when I was making all of those, I was working for other people. So I was like, a hired gun, I'm watching their business model. So the business model was basically, you, you know, you have to, it's a quick release model, you know, like, you have to put out so much material a year, you know, and most of them did, okay, but these aren't, you know, they make it for 50, they might make 75,000, in the first year, or they might make 100, or it might break even, you know, they had a pretty good track record for not losing. But, you know, it was a volume business for those guys. And so I'm sitting there watching these guys, I'm like, Okay, I get the business side of it. Now, if I can, if I can fine tune the creative, and you know, make these a little bit better, which, you know, I believe you can, like, that's, that's a good, that's a good model. And then, you know, I started working for a larger company for a while and animation company, which kind of took me away from filmmaking for about two years. And then last year, year before last, I started getting back to basically taking their business model, but creating it for myself. So like that, that's what I'm doing now. And I chose a slightly different path with what I'm doing now. So like, I had talked to a producer, because so three years ago, I shot a movie called Death day, or it was called the campus, the distributor changed it later. I have that a lot.

Alex Ferrari 18:33
But they tend to do that.

J Horton 18:35
Yeah, this, but this movie, I think, I think our hard budget was like, I don't know, 45,000, and maybe another 20 or so and post, but so it was decent for a micro budget. And you know, we shot it anamorphic you know, I was pretty happy with how it turned out and basing my password. I was like, Man, I'm gonna make 100 grand first year on this easy breakeven, you know, so it comes out and like late 2017 or early 2018. And it just wasn't the case anymore. It failed pretty spectacularly. Like I didn't make anything and I'm still like, you know, dealing with investors and whatnot on it. So I was kind of in a spot where I'm like, this business model that I came in professionally on, like, it's not really working anymore, because like these guys, they were making these movies so fast, but I don't want a month but you know, they weren't particularly they weren't all great. They and they weren't making money anymore. But in you know, 2010 2014 money was still flowing. Yeah, yeah, you could make a movie for $50,000 put Eric Roberts in it and still, like make money. You know, not anymore. Now. They're like Eric Roberts. Oh, shit. I got 30 of those. Yeah, exactly. I mean, I remember I was at Cannes a few years ago and one of the I overheard a producer or distributors saw I'm saying if I see one more fucking movie with Eric Roberts over the screen

Alex Ferrari 20:04
I I've mentioned Eric a couple of times because I one year as a post as a post supervisor worked on three Eric Roberts movies, just myself, and I'm like, he must have done about 20 to 25 movies that year. And it's just he just died looted his whatever value he might have had, you know, there's an end, there's a handful of those kind of actors who could do that kind of stuff. But in for people to understand in 2010 2011, DVD was still a thing. That was huge, it was still a thing. And at that time, streaming had just started to the idea started to germinate. And Netflix has just started to do it. And as the technology got better and better, but so you could literally put out a crap movie for a $50,000 crap movie with Eric Roberts and you pull 100 grand off of it just Oh, yeah. comfortably comfortably. Those days are gone. Yeah, that in that sense, in that sense. So how did you switch your business model currently?

J Horton 21:01
Okay, so the other thing that happened, I think it first happened around 2010. Amazon box, which became Prime video direct, it was somewhere around that time, I think we were still putting them up through CreateSpace. Like, it was a self book publishing thing, but she had a DVD. And when streaming first came out, you could you could upload your movies through there, and hardly anybody knew about it film, right.

Alex Ferrari 21:25
And you and you were basically a big fish in a very well, a small pond, because it wasn't a lot of people a lot of competition.

J Horton 21:32
Exactly. And that, you know, that first movie, the rights hadn't expired, but the company had went under, so I got the rights back on that I still had the rights on trap. And I think one other, so I put these three movies up, and I kind of just forgot about it, you know, they were making five or six bucks a month, something like that something small. But I think it was 2000 A year later, like 2013, one of these movies, like just out of nowhere, like I wasn't promoting it, nothing, it just it just popped up. Like it was making, I think it was around, I think at the height, it was making almost 2000 a month, but it was bouncing between 1002 1000 a month for almost 12 months, like I made, I made the budget on it, then this movie was at least six years old, maybe seven. And I was like, for the very first time. Like, I mean, there's something to this, like self distribution thing. So I you know, I finished my stent directing for the other guys and you know, had the failure with campus. And then was like, I'm going to try to go back to this self distribution model, you know, so, and a producer had told me that they were having a lot of trouble, you know, with do narrative features, you'll get lucky, but he's like, you should try documentaries. And at the time, I had no interest in documentaries whatsoever. But I was like, wow, I mean, I like to make stuff let me let me make a few and see what happens. So I just really as fast as I could make them. I made I think it was like six documentaries and I did these and like I want to say two months.

Alex Ferrari 23:07
Full Feature.

J Horton 23:08
Yeah, like between between 60 and 90 minutes. So with streaming with streaming documentaries, like if you hit over the 60 minute mark, you can kinda you can sell it as a feature try anyway. So between 60 and 90, so like I would and I mean these are talking head kind of documentaries there be you know B roll but you know most of its stock you know, I do I do the interviews and like a day, you know, like I would set up five people interview them for a couple hours apiece and just boom, knock it all out. So and I was just basically throwing shit at the wall. I was I had subjects I was interested in, but I had no idea what the market would bear. So I'm trying to figure that out. So I do these six and and each one's in a completely different genre. You know one about a dog rescue one about medical cannabis, you know, when about Brexit? I forget the other three but So anyways, I put them out really quick.

Alex Ferrari 24:04
And so what made you choose those topics? Were you actually going after hot topics or hot niches or something like that Rubble, the soup mentality behind it.

J Horton 24:14
I was I was trying to figure it out. Um, and at the time, I was whatever I had access to, like, what was the what was the path of least resistance? What am I interested in? What could I spend a couple of weeks on and not want to puke? You know, I had a friend that ran the dog rescue in Vegas. So like I went down there and did that one, the the Brexit one, I have a filmmaker friend that's in the UK that wanted to shoot interviews for this. So I was like, Okay, here's the interviews, here's the questions. You go out and do it and we'll do like a red split on it. You know, so he did that and then I posted it and distribute it. So I do these like six movies really quick and again is kind of just like testing the market. As another thing that had happened is I had another documentary from way back when about Katrina that a friend of mine had made, and it had popped up out of nowhere and was making money. That's another reason I decided on the documentaries. So through those six, I started to see okay, like the dog rescue for one did did well, like I was making a round $1,000 a month on it, maybe a little less, how much of the cost spent? Nothing. I mean, my time, you know, I spent three days shooting it, and probably, maybe maybe five days editing it.

Alex Ferrari 25:32
So it was all basically you use all the resources you had was your camera and your adult gear basically, that you already have paid for, essentially.

J Horton 25:39
Yep. Yeah, I had my camera. Small light kit. Sound. Yeah. So yeah, that's, that's, that's pretty much how we did all those The only time you know, we never paid we always did it on a rough split situation. But if I was working with another filmmaker that was shooting the interviews, we would just work out a back end split on it, and then they would do the interviews, but most of them was just me. And by the time those because, again, these things and at the time, Amazon was still putting out movies pretty fast. So I would self distribute on Amazon through prime video direct, I would take the US in the UK, and then I would use film hub to fill out you know, any foreign or, or you know, different platforms that I couldn't get to and this was before to be kind of, you know, sparked up, but later on that became a thing. So I'm looking at these six I'm looking at the the dog rescue did well, the Brexit did okay. Um, I did one on filmmaking, which did abysmal. So I was like, okay, unless, unless I'm going to tie the filmmaking into, you know, like, you know, how to or something is, you know, just stuff about filmmaking not not so much. Yeah, that didn't work. So anyway, I looked at the success or failure of these sex, and then I started being a little more selective on my subjects. You know, like, I moved in I did one on Bigfoot that did, like it did crazy. By I think, I think I streamed 10 No, I know I did. I streamed 10 million minutes. For three months in a row for for Bigfoot documentary for a Bigfoot documentary. So it's like again.

Alex Ferrari 27:16
Yeah. So it'd be an interesting, okay. So because I'm fascinated with this, because so Bigfoot obviously is a very niche audience, that people who believe in Bigfoot and want to follow up a forum want to learn about Bigfoot. But it's a fairly dense audience. There's a lot of people who believe in Bigfoot and want to listen to about this and there's whole industries wrapped around Bigfoot. I even found out. I found out a friend of mine told me that there was a erotica, Bigfoot erotica, where I'm not kidding you. I'm not kidding you. So for anybody in the audience who wants to play a trick, this is what my buddy and I did. My buddy had a brother who was was in it. These were grown ass men. So he's got a wife. It's got kids and everything. So he wanted to make sure he wanted to play a trick on his brother Mike, why don't you do this next time you're over at his house? Go on the on the computer on his laptop and look up. Bigfoot erotica. And just leave it there. And let us we find it. And, and it's not like pornographic. It's just, like, people writing stories about Bigfoot erotica, like you like, and he, I'm not even gonna get to a couple of them. And I was just like, oh, my god, there's there's something for every freak in the world. And if there if there are any Bigfoot erotica, listeners out there, forgive me. I just don't understand you. But anyway, so just I'm sorry, I had to tell you that story. But so so Bigfoot, that that that niche is fairly, it's kind of like UFO or Loch Ness Monster, or any of these kinds of niches? So you basically just interviewed a bunch of like Bigfoot hunters or something like that?

J Horton 29:00
Yeah. Yeah. I mean, basically, like, what the Bigfoot one. I took a look at the marketplace. Like I looked at probably 20 different documentaries on Bigfoot. And there are a lot of them. Yes, I'm like, Oh, so there is going to be a lot of competition here. But what I didn't see was, there weren't a lot of just like introductions into the subject. Like just like a general, this is the thing. This is what cryptozoology is. So it seems like all the filmmakers are so focused on I'm going to provide new information or I'm going to show like this new picture of Bigfoot and you know, nine times out of 10 it's complete, like obvious, you know, bullshit.

Alex Ferrari 29:39
Yeah. So but but you're saying that 10th time, it's real and there's a real Bigfoot

J Horton 29:44
Im saying it's more believe a little like, it looks a little better.

Alex Ferrari 29:47
Sure, sir. Okay. So that's interesting. So that's, that's interesting for the audience to take note of that if there is a lot of competition in a documentary space about a subject an introduction to It might be a weigh in and apparently it was five.

J Horton 30:04
Yeah, or or it might be going more specific to it could be either way. But you know, I at this at around the same time, I was also just like very late to the game starting to get into the YouTube stuff. And I'm watching all these videos on YouTube. And some of the best marketing advice I've ever heard comes from these, like the people that have been successfully grown their YouTube channels and do the videos about like how to grow your YouTube channels, should you follow the right people and the information is like it's gold. And they're talking about retention, they're talking about how to niche down. Why and all of a sudden, I'm thinking about these movies, because you're also getting something on Amazon called CR customer engagement ranking, you know, which is this, like, nebulous thing that nobody can figure out, but it's how they base their rate of pay. And it's it's based on things like, how long are you retaining your audience? How are your reviews? Are people clicking on your movie watching? You know, 30 seconds and clicking off? Are they actually watching it through? Are they reading it? Are they engaging with it? You know, what, 100 different factors. But the retention thing really, that they kept talking about on YouTube really, like started seeping into my documentaries. I'm like, Okay, so then I started thinking about structure and a whole different way. So I, you know, it's not necessarily just this three act structure peaks and valleys. How do I keep people for that, especially that like, critical 15, first 15 or 20 minutes? You know, I'm not saying the rest of it's inconsequential. But, you know, I started thinking, you know, like, you don't have you know, in this day and age on screaming, you don't have 10 minutes to get the audience. You know, it used to say with screenplays, you know, you got you have 10 minutes to set up your story.

Alex Ferrari 31:43
The first five, you got five pages, and if it's not,you got it.

J Horton 31:47
Yeah. And, and now, with with the streaming stuff, I'd say it's maybe even less, it's like, if they're not into it, and like 90 seconds, they're like, okay, click off, go to something else. So anyway, the retention thing really, like, changed things for me, the Big Foot movie, like just seeing how well that did and how the marketing worked. Like how you can, you know, target a specific niche. I just, it just opened it up. And that now when I look for subjects, I look for things that okay, what is something? It doesn't have to be supernatural? But what is something that has a group of people that are into it, like these people that were in the Bigfoot?

Alex Ferrari 32:27
So okay, so yeah. So how to explain the process of you picking your niche, and how you like, what are the checklist things that you need to kind of look for, in order for you to spend at least two weeks on a project? At least and I mean, at least two? Yeah, two weeks? Yeah. I mean, no, it's like, now it's around two months, but okay. But yeah. I love you. Like, I can't I stand on this project for two weeks without losing my mind. And I'm thinking to myself, are you kidding me? Most filmmakers listening are like a year to two in like two weeks, even two months is is vacation?

J Horton 33:03
Very short. Yeah. So I start with my interests, or something that I'm interested in learning more about, for example, I like I'm not into Bigfoot. But I was I was really interested to see why other people were, you know, like, and that was, that was kind of my focus. And I did a UFO one, like, in a similar manner. You know, I'm the dog rescue. I'm a dog lover. So moved into that. But so the first thing I do, so like, say, Okay, I'm gonna do a Bigfoot one. I google Bigfoot, you know, and I start looking at what's popping up first, you know? And if, if, like, I can find the audience fairly easily, like where they're congregating. You know, there's a lot of like Bigfoot, for example, you go to Facebook and type in Bigfoot, you'll get like, groups. Yeah, 1000 groups, you know, with and there's hundreds of 1000s of members and some of these Yeah, like saw, so I was like, Oh my gosh, like, just on these Facebook groups alone. I can, I can push this movie. So but I mean, that that was a no brainer. The alien one was a no brainer. Animal Rescue stuffs a no brainer. You know, it's like, but then you get into some, like, I hear people pitching stuff all the time. And it's like, maybe a little esoteric, or it's a little looser. Like, you know, like we're doing one and you know, it. It's, you know, it's a it's a coming of age story about you know, growing up, you know, look, yeah, way too way too broad way too broad. You know, and or maybe the guy does have an incredible story, but like he started as a football player and then and then he became a scientist and then you know, it's just like too segmented and there's not enough in the one area. So I try to find something where it's, you know, pretty laser focused in terms of audience and where I find them. So those are my main things why I'm interested in can I sell it?

Alex Ferrari 34:57
Now when you when you so let's go back to Bigfoot. For a second, so when you were marketing it, how did you how do you go about marketing? Your your films to the niche? Once you've identified the niche audience? How do you go about marketing to that audience and what the cost is involved?

J Horton 35:16
Okay, so most of it, at least a start was social media like free stuff. You know, on Facebook, I targeted the groups, you know, I would I created a page for it. But the only thing I would do with that page is occasionally boost a, you know, a post or a video to that target audience. I don't do a lot with paid ads, maybe 100 200 bucks a month, probably total across the board. So I would mostly just find these the audiences online. So I do the Facebook groups. And somebody had mentioned Reddit and I was like, you never see people promoting on Reddit. And I was like, Oh, fuck Reddit, okay. But you have to be a lot more clever on Reddit, because it's a it's a discussion based platform. So it's like, if you're just throwing up a link to your thing, nobody's gonna look at it. But if you establish, you know, line of communication, then you can do it. But it's hard. I've been banned from a couple of groups for, you know, throwing up some links, but for the most part is it works good. And then the other one, I discovered that no filmmakers are talking about the silicon bonus tip. Pinterest. Like, you. I didn't even know what Pinterest was. I don't remember who recommended it. But I was like, Okay, I looked it up, signed up. And I was like, Oh, so it's like recipes, I don't know. But just just for shits and giggles, I put up somebody told me to do short videos. So I created a business account, which is free. And I put in like, I don't know, maybe a dozen, like 30 to 45 second video clips from, I think two movies, you know, and you can put the URLs to where you know, you want to send them in there and you can create your thumbnails, all that. So anyway, I do that, put them off, and then just walk away. I'm like, Okay, this isn't gonna be nothing. The next day, I look at it, and my Pinterest page had like 35,000 page views, like in less than a day. And

Alex Ferrari 37:12
But what was the what was the topic? What was the niche?

J Horton 37:15
Um, one of them and it was, so I did two one was the Bigfoot one, you know, okay. Okay, Bigfoot, I see it. The other one was, oh, man, was it Brexit? Or they It was either Brexit or the animal rescue? I can't remember what

Alex Ferrari 37:29
All three, all three have very passionate groups.

J Horton 37:31
Yeah. But they, they just they, I was like, wow. And they were actually watching the videos like the like, the average video watch length was like, I don't know, 20 seconds. And these were, you know, 30 to 45 second videos. And like, I'd say, 10%. Were clicking on the link. So I was like, That's huge. Yeah, they give you all those metrics. I was like, holy shit. So like twice a week, I would put up like 30 clips. Within, I want to say, the first three weeks, I had over 300,000 pageviews. I guess that's about as high as I've gotten a month now. But that's every month. That's about what I do somewhere between two and 300,000.

Alex Ferrari 38:15
So you're using Pinterest as a marketing machine for your projects? And it's free. And now it's free?

J Horton 38:20
Yeah, totally free. I do a little bit of paid promotion. Just I'm even experimenting with it.

Alex Ferrari 38:26
How is it? How is how is the paid paid on Pinterest.

J Horton 38:30
Um, I mean, it's kind of like Facebook, but you can do lower amounts. So like, I'll do something for like five bucks for you know, whatever, five days or something just to just to see, because every now and then, because I put a lot of clips up there. So I'll put 10 up there. Six, six or seven of them. We'll do like 1000 views in the first day. And then like three of them, we'll do like one, you know, so like, I'll take the ones that do one and I might give them a little push, you know, get us around, you know? Yeah. Just Just a push it. And then there's a social media scheduler called tailwind that works specifically with Pinterest. And it does all this like scheduled reposting. Because if you have multiple boards, you can take those pens and then repost them to other boards. And you know, go opens up the audience. So like, I'll do that once a month. And I just set them up on a repeating basis. So at once every month or two, and that post will come back up.

Alex Ferrari 39:25
And how many boards do you have on Pinterest?

J Horton 39:28
Um, I don't know, maybe 20. Okay, like, I mean, I have a lot of projects, and I don't do them. I started doing them specific to just like one project. And then I started grouping them into projects, because the more boards you have, the more you can share between the boards. And I noticed that and again, I've only been doing this for three or four months now. So it's fairly new. But you know, and this also coincides with COVID. So it's it's hard to tell where the bumps come from. Sure. I have had, like on my library titles, like maybe a 15% bump in overall sales, you know, since I started implementing some of these things, and you know, like I said, it's hard to tell.

Alex Ferrari 40:12
Yeah. So what is your distribution model right now is strictly Amazon only and then we're going to talk about Amazon in a minute. But do do do do t VOD s VOD Eva, do you go anywhere else other than amazon for your to generate revenue.

J Horton 40:32
So this is all changed for me dramatically in the past three months. So prior to February, my model was to do Amazon, US and UK on my own, put it put it up directly upload it to prime video direct to film hub for the rest. That's pretty much what I do, maybe, maybe do some physical media myself, either through my website or do the media on demand thing. I I personally never had a lot of luck with physical media, but it's something that I want to, like get a little more into on the coming months, even though it's feels like it's going out. But I'm, I'm sorry, I lost my train of thought.

Alex Ferrari 41:11
The I lost my train of thought to revenue TVOD SVOD AVOD.

J Horton 41:16
Okay, so that was that. So, um, I would launch a movie in T VOD, and I would keep it on T VOD has long as it was making more than I think $300 a month was my cut off on that. And if it was falling below that, you know, then I was just like, Okay, let me switch over. So as you know, start out at t VOD, moved to s VOD, and all

Alex Ferrari 41:39
All Amazon, Amazon,

J Horton 41:40
All Amazon. All Amazon. And sometimes that would happen very quickly. Like say I put a movie up. And you know, in the first week, I have rented your, whatever three units. My okay? This isn't working, move over to s VOD. And in my experience, and it's I know, it's not a popular opinion. But when you're dealing with movies this small, like and I still feel even with the changes that as far as still, overall, for small movies superior. Like the the discoverability is just it's it beats the rates. You know, like if you if you do this little movie, it's so hard to get people to rent an independent feature. Let alone buy, let alone buy. Yeah, so and maybe this is something that will change and I know some other filmmakers that have had better luck with the T VOD, but me personally, I never had the, the amount of marketing work that you need to push this to make the same amount of money on T VOD that you make on s VOD, is it's astronomical. I mean, I can put a movie out on s VOD, even at the one cent an hour and turn over $1,000 in a month, fairly easily. Like not every time but fairly easily. But on TV, you know, I'd be I'd be lucky to crack like 200 bucks, you know, on those particular titles.

Alex Ferrari 43:01
It's interesting, because I've been trying, I've been yelling that from the top of the mountain for a long time as well, that T VOD is essentially dead. For independent filmmaking. It only works if you have an audience that is passionate about your film, or you are the subject matter or something like that, that you can drive them. And that's going to be a short window of maybe 234 months if that. That's the only time that for an independent and again, for the budgets we're talking about. We're talking about, you know, 50,000 75,000 and below, kind of projects. T VOD is and I'd argue even a million in below t VOD is still a tough, it's still a tough sell. Unless you're unless you're tapping it through a lot of marketing. Or you have recognizable talent, like really recognizable talent.

J Horton 43:50
Yeah, it wasn't until I actually started, like networking more with other filmmakers that were putting out movies and selling them where you realized how little some of these movies were making. You know, like some of these movies, man, I, you know, just, you know, I just signed a couple movies. attendee right. So I've been looking at a lot of their other movies. And like, there's some x, there's some excellent stuff. They're made. Oh, yeah, I'll say but between 75,000 and say, 150,000. And that are making 20 nothing.

Alex Ferrari 44:20
And oh, yeah, there's some they're making nothing. And they're just some they're making, you know, 50 100 bucks. Yeah. A couple bucks up. Yeah. And it was sobering. It No, it is it's in. You know, I think that's one of the things I love about indie rights because they have both of my films as well is that they allow filmmakers to see the truth of what films are really worth and if you don't market them, and if you don't do them, this is what it's gonna happen. And it's sobering. It is sobering for filmmakers to kind of understand that like, Oh, I don't have the prettiest baby. We'll be right back after a word from our sponsor. And now Back to the show. No, you don't that, you know, there are ugly babies. Unfortunately, in independent film they're in, you know, it's like no, there's no the babies are simply more than than cute babies. Exactly. But everyone thinks that their baby is gorgeous. Yeah. And I understand that, but it's just the cruel reality. And then now let's talk a little bit about Amazon. And how brutal they have been with independent filmmakers. I mean, so it was my experience. early on. They were you want you can make a lot of money through f5 like 12 cent. Oh my god. 15 cent and you sound like, sound like a lot. But you can make 1515 cents on your money.

J Horton 45:50
Let me interrupt just for a second. So at 15 cents an hour. My Bigfoot movie was so on Amazon. I made I think $1600 on it in July, right or I'm sorry, June.

Alex Ferrari 46:02
But this last June? this last June?

J Horton 46:05
Yeah. Oh, yeah. Just last month. Okay. So that exact same movie at 15 cents an hour would have been like $25,000, something like that. My math isn't great. But I know it's over 20 are robbed.

Alex Ferrari 46:18
Wow. So yeah, you could have been making? Yeah.

J Horton 46:22
So and it and you can count on a new release, like kind of maintaining that basic ballpark for about 90 days. Sure. So you know, like, I mean, I could have cleared, you know, 50 to 60,000, in three months on that movie that I made for, you know, less than $500 that when I paid for a couple interviews, but you know, you know, that is, oh my gosh, what I think about that i get i get emotional I get a clip. Because I mean, now 50% of titles are going to make a cent are going to make one penny has anything. Any movie with a car of under 50% is one penny, the sliding scale stops at 50%. like, Whoa, I mean, the the Bigfoot, for example, at the car was 43% 43%. one penny 50%? Five, five pennies. So like

Alex Ferrari 47:16
So you would have, you would have made 6000 7 8000 bucks, something like that.

J Horton 47:22
Yeah, exactly, exactly. Just of with a 5% differential, which is and then try to figure out why your car is what it is. There's no figuring it out. I used to think there was like, if you have enough data, you could crunch it, you can figure this stuff out. But there's so many unseen factors. I heard from another filmmaker that has a relationship with someone that works in Amazon, and they wouldn't tell them what the factors were. But they said there's well over 100 factors that go into car. You know, it's not just your rating, it's not just how many minutes you stream, like it could come down to, they put more weight if somebody watches your movie in New York City, as opposed to watch it in, you know, bumfuck, Indiana, like there's a there's a difference, or this person that watches the movie purchases more other stuff. So your car is high.

Alex Ferrari 48:16
So you have no you have no

J Horton 48:18
No control, no control, there's no and there's people that just say, Well, if I just if I just do the advertising, right, if and I was one of these people, I would i'd preach it when I first started doing YouTube videos, I was like, just you know, you do your marketing, right? You do this, you do this, you do that your cer will be higher, you can still do it. And I was still defending Amazon. I was like, Oh, you know, they're there. They're toughening up standards, because they got a lot of crap on their ad. But like, it's gotten ridiculous now. And now they're purging even more movies. I just I lost the movie two days ago.

Alex Ferrari 48:51
They just decided to just it's like, I'm out. We're done.

J Horton 48:54
just pulled it and it had a cer of over 50%.

Alex Ferrari 48:57
So why did they pull it? They don't tell you.

J Horton 49:00
They won't tell you. I mean, now it was not doing good numbers. So maybe it was that. But who knows.

Alex Ferrari 49:09
So So now what do you do?

J Horton 49:12
So what I do now, I no longer do direct to Amazon, I still use Amazon because it's still it's still a thing. I still make $1,000 a project there. But I don't put them up myself any longer. Like if I'm gonna if I'm going to do a release, I'll either I go to indie rights first. And I'll see if they want to pick it up. And if it's something that they're not interested in, or if it's something that maybe I'm not so proud of. I'll just I'll go straight to film hub and I'll give it all the film hub

Alex Ferrari 49:41
I give and how is it how's it How's filmhub working out for you? Is that? are they paying are they getting like what I'm curious to see, I haven't heard of a lot of success stories with some help. So I would love to hear what your experiences.

J Horton 49:53
So I've had good experiences with foam hub. I still don't make as much collectively I film hub as I was making all Amazon, but it grow it grows every month. So what I like about film hub is that, you know, the the first, like two movies that I ever got on to BTV were, you know, through film hub, you know, and I do pretty good on to be through film hub. Um it's not, it's, it's, it's good, yeah, they pay quarterly, and they pay out. I think it's like, three, but like quarterly and one. So they're always like a quarter behind, which I don't think people under understand that. So they'll they'll bitch about it. And the numbers aren't astronomical, like, unless you get on like a hit out on tubi 90% of those channels are making, you know, pennies or a few dollars. But it does, it gives you a little more visibility. And then if you get onto a good platform, you know, it can like I'm just now getting to the point where, like, my titles on tubi are making more than what they're making on Amazon. But it took me almost a year to get there.

Alex Ferrari 51:02
Right. And there's also not all your projects are on to be just a handful.

J Horton 51:05
Yeah, yeah, yeah. Yeah. Because like, I'd have to be I think I have I think I've uploaded 15 movies on the TV. And out of the 15 I think six are on TV. I mean, on film, pub, and six are on TV.

Alex Ferrari 51:20
So what I'm what I'm hearing is, well, first of all the what they had to ask you like, what do you do if you have $150,000 indie film with no talent attached? And it's a narrative film? Well, my first thing I probably would make $100,000. Right. But but there's a lot of, but there's a lot I do a lot of filmmakers out there that have that mentality. Like it's only 150,000 it's only a quarter of a million. It's only 100,000. And it's a it's a drama, and I have no stars in it. And they expect like in today's marketplace, as we're recording this. What are your what, what are the options because your business model works, because your overhead is extremely low. Like when you make a movie for 500 bucks. And you're generating consistently 1000 to 2000 to 3000 bucks a month, or let's say for the first year, let's say you generate off that movie 10 grand over the course of its lifetime. That's a business. Like if you make a product for 500, you make 10 grand off of it. And it's a volume business as well. You can't do one of those you need to do 12 in order to keep them going. And you got to keep them going and keep slipping but you also have a library as well. So how many films do you have in your library that you own and are generating revenue with even if it's a few dollars a month?

J Horton 52:45
I think 20 right, right now I think 20

Alex Ferrari 52:48
Alright, so you have 20 features that you're generating revenue with? Yeah, that's in your this basically is the entrepreneur method is what I've been preaching with my book, like, overhead really low, find a niche audience market to that niche audience, rinse, repeat, and just and just keep doing and build that library that you own and control to continuously generate revenue for you. And when there's a new platform, boom, have a new revenue stream, you could just dump in 20 films.

J Horton 53:18
And I think what I'd say about the the $100,000 Yeah, yeah, is cuz I still like my passion is to still, like do narrative film. Like, I believe me, I just I love making movies. So I get a lot of pleasure out of the documentaries, but I still want to make narrative stuff. But to be 100% honest, and you know, nobody wants to hear this. But I don't know how to make money on $100,000 narrative feature without a star. Like, I don't know, you might get lucky, you know, I could I have kind of an idea about what to do, but I don't know that it'll work. So what's the risk now? Yeah, it's a risk. It's a huge risk. So what I do now is I treat the documentaries has, this is my day job. This is like, my, this is my more fun day job. And then once a year, you know, I take some of that raise a little bit more money and make a narrative movie. And if the narrative fails, oh, well, you know, like, I still have my income from the documentaries, you know, because I just don't see like how at that level, to have a sustainable business model making narrative features I I know there's people that do but I don't see it. So I

Alex Ferrari 54:35
Not without without stars, or without really understanding your niche, and really understanding the business about it and creating ancillary product lines and create like all these other things that you can do. It's just you got to be so perfect. Like you can't can't be sloppy at all, like your business model. You can be as little sloppy, you're young because your budgets really low. Like when I made My last feature, it was about three grand. Yep. You know, I shot it in four days, okay? It's like I'm not, it's not that big of a deal. I'm just, I'm just making something that's fun. And it's narrative. And it was, you know, it's so is it was for my audience and all that kind of good stuff. But if I would have made that movie for 100, grand, forget it. Yeah, if I wasn't even a non I, it just, it's just so it's so difficult. And that's why I wanted to have you on as an example, as a case study for filmmakers to understand like, this is better or worse, it is the new normal, you have to figure out how to generate revenue. And I applaud you. Because you've been able to create a day job for yourself that you control you own and continue to give you passive income. Like once the work is done, that will continue to pay you something for a while.

J Horton 55:58
Yeah, I mean, I have, you know, I have almost 50 I have an almost 15 year old movie that I still make a couple 100 bucks a month off of, you know, so, I mean, I get pushback from people, sometimes they're like, Oh, well, it's easy for you to say, because you have, whatever, so many projects are just throwing matter, you don't care about them. It's not true. Like I care deeply about everything I do. But like, I this is what I need to do to make a living, like I am not, you know, I graduate, I graduated college, but I didn't finish law school, I didn't do any of that. So like, at this point in my life, like, I can't afford to make $100,000 movie and have it fail. Like I

Alex Ferrari 56:41
That's done, you're done. You're done. It will crush you it would crush you. I get it, I get it. And that's what filmmakers don't understand. Because they'll take that risk, and then they'll get crushed, and they'll never come back. They'll never they'll never come back into the business because they can't. In you've been able to establish yourself making these films and look at it. At the end of the day. I always filmmakers always have this issue with art versus commerce. And it drives me It drives me nuts. It drives me nuts. Like we all want to be Scorsese, we all want to be Nolan. We all want to be Fincher, we all want to be Kubrick. And that's fantastic. And these guys are, you know, on Mount Hollywood, and they're like, they're, they're their gods and mount Hollywood, there's no question. But they come from a different world, different existence than the rest of us. Like this is like if I I've spoken to directors of that caliber. And when I tell them that I made a $3,000 movies, they they're there, they just you can see things just, it's like they don't it's like a malfunction, like short circuit, magnetic Johnny five malfunction. Like it's like freaking out like you, it doesn't compute it, they can't wrap their heads around that. And because they just come from a completely different existence. It's like an NFL player talking to a high school player. Like it's just, we both do arguably the same thing. We're both playing the game, but are completely different levels. And there's nothing wrong with either of them. It's just, it's just different. But filmmakers so much get caught up with the art in the dream that they look down upon. What I like to call the blue collar filmmaker, someone like that comes in as building a business around what they love to do. And you go I had another I had another director on who does. Michael Oh, five, five, and he does lifetime movies. Oh, yeah, yeah, lifetime movies. And all he did is like he pops out like four or five of these a year. And he's gotten built up to the relationship that he can just he just gets financing from the companies. And he just works. He's just always working. He's flying to Greece. He's flying all over the place. He's me. And people are like, Oh, you make lifetime movies. And I and I told him that I'm like, anyone who says that? Screw you. Because this man is living? The dream that most filmmakers would kill to do. He's getting to do his art for a living. Yep. Yeah. So how and how dare you judge what my art is, or my art isn't and what you feel that it should be? I don't care. It's irrelevant. You know, many people don't like Tyler Perry movies. Oh, yeah. Yeah. There's a lot of people despise Tyler Perry and the films he makes. He's laughing all the way to the bank. All the way. All the way. Now, but real quick, do you use email lists at all? Or do you do

J Horton 59:43
Yes So. Again, this is this is something I mean, you know, a lot of my business really has like blown up and changed so much over the last year. So I would say actually, even prior to like 2018 I was still Pretty firmly in the, like, I just want to make, I just want to make movies, I don't care about the business. You know, it took a good 10 years of me getting kicked around before I'm like, Okay, wait a minute, I do need to make I need to make some fucking money. But um, so yes, I do use them on my email list isn't huge now, I think it's like maybe 5000. I run it through my website. And now through Patreon, and I, you know, I'm collecting them. And I like I send out, you know, once a month newsletter, and then I'll send out like, kind of a project specific one once a month. And I'll kind of maybe I'll lay some other titles in there as well.

Alex Ferrari 1:00:39
And you're now in now you have a podcast, you have a YouTube channel that you're building up, is that part of? Are you trying to build yourself up as a brand in the filmmaking space to to attract filmmakers to what you're doing as another potential revenue stream or things like that? Can you explain what you're doing?

J Horton 1:00:57
Yeah, so the YouTube thing started out. Honestly, it started just I was looking for I was I was because I get questions online all the time about my business model and about how I'm making movies. So I was like, oh, like, people seem really interested in this information. So I was just like, I'm just gonna share some of this information. And you know, I did a few videos and the response for it was so good. And I start looking at other people like yourself that were working in the filmmaking space, and I'm like, oh, maybe this is a thing. Like, I wasn't thinking about immediately monetizing it or anything. I was like, I'm enjoying doing it. But let me, let's, let's see where it takes me. So I started, I started doing it and getting taken a little more seriously, and watching the YouTube videos, and you know, building the channel, I mean, I'm still probably a year away from making any real money from it, you know, but it's, it's something you got to build, you can't just, you know, just start your baking buddy, say, I enjoy doing it.

Alex Ferrari 1:01:58
And that's the other thing I want people to understand is like, a lot of people look at what I've done with indie film, hustle and my other companies. And they're like, Oh, well, you know, you've been like, I've been doing this five years, it took me two and a half to three years, to start really getting traction, and to quit my day job and to you know, not to post production anymore, and only direct when I want to direct and it took time. And that's and like, even with what your business model is one film at a time to build up a library.

J Horton 1:02:29
It all takes time. I mean, the the documentary stuff, you know, it took it took six or seven months before I was making like enough money on the documentary is that it supplemented my income. But that's like, I wasn't that fast. That's fast. But that is that is fast, but it wasn't automatic. It's definitely what I said. But then, like the YouTube and thing and all that those are those are like law. Those are long games, you know, and you know, you get it, you do get a few more eyeballs on your projects from that as well.

Alex Ferrari 1:03:01
Yeah, exactly. So that's hopefully helping. Yeah, you're you're using the model, like, I'm going to show you how I made the Bigfoot documentary. And oh, by the way, if you want to watch it fit books of documentaries over here, for Yeah, watch it for free on tubi or on amazon prime or something like that. Totally. And by the way, once Amazon kicks you off, it's done. Right? You can't put that movie back on his.

J Horton 1:03:21
Yeah, it is done. Now. I know. You guys didn't hear this from me. And there are filmmakers that will retitle do new art, and then they'll upload through film hub. Like if you do it through your same account, they're gonna catch you. But like, say you go to film hub or somewhere else and have it put up or create a new account with a new title, you might get lucky. But most likely the same thing that got kicked off the first time is going to get kicked off again. So official rule is once it's done, it's done. There's a few ways to get around it. But even if you do, is it worth the risk? I I don't do it.

Alex Ferrari 1:04:02
And you don't use aggregators, you don't use like an aggregator to put it up on iTunes or Google Play or in Fandango or any of that stuff, right?

J Horton 1:04:11
No, no, I did. I did an aggregator once, for iTunes, and I did it on campus that day. And I think I made $75 with it. iTunes is really hard to push. Yeah. But yeah, so no, I don't, I don't again, like I'm making these movies, like so fast and so cheap. If I'm paying $1,000 per platform, like the movie might not even make that much. So it doesn't make sense. It doesn't make sense. I don't do it. I'll give up that 20% from film hub, you know, because it's nothing up front. But our indie rights or India or India or any rights is same thing. But I wouldn't, I wouldn't pay to be placed.

Alex Ferrari 1:04:56
Very cool. I'm gonna ask you a few questions. I asked all of my guests What advice would you give a filmmaker trying to break into the business today?

J Horton 1:05:05
If you can do anything else if you enjoy doing anything else do it. I'm not saying look, I am I don't regret it. I've lived a great life. I like I do something I enjoy for a living, but it is not. It looks a lot cooler in the brochure. It's not awesome.

Alex Ferrari 1:05:25
And you mean it's not like, it's not like watching the the making of Raiders of the Lost Ark? It's not like that at all.

J Horton 1:05:30
No, it's endless. It's nothing like entourage. But, and then my second part to that would be study like it like if you're young, you're just getting started, whether it's in school or on YouTube, or in books, study business, and marketing, less be considered that to be 60% of a movie success. It's probably more than that. But I'm gonna say 60. Like, it's like, it's it's more that's more important than the movie being good. As far as selling, you know? Absolutely. Because there's always been some marketing.

Alex Ferrari 1:06:05
There's a lot of good movies out there that no one watches. And there's a lot of bad movies out there that make a lot of money. Yeah, yeah. What is the lesson that took you the longest to learn whether in the film business or in life?

J Horton 1:06:21
Probably has to, especially on my narrative features to stop doing trying to take on too much myself? Yeah, trying to trying to do too much you need to like movies as a collaborative art. And like you have you have to get even even on the docks where I'm pretty much a one man crew. I still have people that I can count on to do this or that go to people who are experts in their area. Just you know, don't don't try to take on too much yourself.

Alex Ferrari 1:06:50
And what are three of your favorite films of all time?

J Horton 1:06:54
Three films. Oh, um, I'd say this changes week to week, but um, the World According to Garp. Yeah, Evan Williams movie, that means a lot to me. And a lot of a lot of my favorite movies have to do with what's going on at the time. And I just I bonded with my mother over that movie, like really, like, really in a really powerful way. And I just I always love and it's one of Robin Williams Best Dramatic performances. Great movie. My second one. And again, I hate to Yeah, I always feel like self conscious when I talk about charity, though, because I don't want to be that filmmakers, like I would turn to you. And I say Reservoir Dogs. And again, not necessarily like you know, I think he's made better movies, but like Reservoir Dogs. And when it came out, that was my gateway movie like that. I mean, I'd seen all kinds of stuff, but it was right there. And then hearing him talk and talk about john woo and talk about Walter Hill and talk about French New Wave. And all of a sudden, it just opened up this world. I'm watching all these Godard movies and I'm watching you know, the killer and hard boiled and bolt in the head. And it just it and it showed me what a director could be. I just I didn't. I had. Up until that point. I had seen pretty much every Walter Hill movie, but it wasn't until I heard Tarantino talking about him that I like put the two and two together. Like oh, 48 hours in the long writers like Oh, the same guy. Yeah, so that so Reservoir Dogs, and then um, maybe Amelie after?

Alex Ferrari 1:08:27
Yeah, yeah, that's been on the list many times.

J Horton 1:08:30
Yeah, just just a visual style. And it's so beautiful. Like I've done I've done a lot of like nihilistic horror movies and stuff. So it always seems weird, but some of the things that affect me the most are these like, basically like, positive, sweet, like, movies? And I don't know that one. Like, I can watch that over and over.

Alex Ferrari 1:08:51
Very cool. Now where can people find you?

J Horton 1:08:54
So I have a website. It's www.jhorton comm you can pretty much Find me on you know, Twitter, Instagram, wherever at @JHorton. My YouTube is JHorton or The J Horton. Yeah. And that's about it.

Alex Ferrari 1:09:11
Very cool. Jamie, you are an inspiration sir of and a personification of the film entrepreneur method. So I do appreciate you coming on and dropping the knowledge bombs on the tribe brother. Thank you so much, man.

J Horton 1:09:23
Thank you.

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BPS 408: The Patronized Self-Distribution (PSD) Model with Zach Lona and Anthony Gibson

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Alex Ferrari 0:11
I like to welcome to the show Anthony Gibson and Zack Lona. How you guys doing?

Zach Lona 0:16
Doing Excellent. Thanks for having us.

Alex Ferrari 0:18
Oh, man, thank you so much for coming on the show man, I, you guys reached out to me and I get reached out to on a daily basis to be on the show. And I get pitches constantly. But when I saw what you guys were doing, I was like, This is interesting. And of course, you hit a very sweet spot right now, which is blockchain NFT, these new alternative distribution models using technology to empower the filmmaker. Because there's been a slight history of filmmakers being taken advantage of by distribution. I'm not saying many, but some say just just a couple. I mean, it's it's not the norm or anything. But yeah, I want to bring you guys on the show to talk about your amazing new way of distributing through the blockchain through NF T's. But before we even get to that, how did both of you guys get into the business?

Zach Lona 1:13
So we actually met each other. In Chicago, we were a bit both based in Chicago at the time. And Anthony has since moved to LA. So we met through our cinematographers at Green on a feature like project, which was my directorial debut is called he lives in hidden lakes, which is the subject of this project here. And then Anthony, and I have since worked on that very closely with his his production skills.

Alex Ferrari 1:40
Cool. And that's how you guys got together. And what made you get into the business? Anthony?

Anthony Gibson 1:45
Oh, yeah, I mean, what made me get into it. I just love movies. My grandpa used to chase me around his house wearing wolf mask brought me into the world via horror movies.

Alex Ferrari 1:57
Grandpa, that's an amazing.

Anthony Gibson 1:59
Yeah, he was big in horror, big and westerns, it's one of my first memories were like in his kitchen, and he's chasing me around on that mask and would have been, it's interesting to have a first memory of feeling like you're about to be eaten by a monster, and feel like that's informed the rest of my life basically attracted to his exact movie here So

Alex Ferrari 2:17
I think this is, this is where the therapy begins. Anthony.

Anthony Gibson 2:20
Yeah.

Alex Ferrari 2:20
So so. So you guys just came up with this new idea called the patronis self distribution model using NF T's essentially, can you explain to the audience and we've had other episodes about this, but just want to kind of carry it a baseline? What is an NF? t? In the simplest, simplest terminology?

Zach Lona 2:39
Yeah, this is always a tough one, right? Because it's so new. And it's like, I'll give out Anthony. I'll give my definition. And then I've thought a lot about about how to position this. And essentially, how I think of it is it's a immutable function on a blockchain that represents a asset, like a work of art, a film, a house alone, something like this, where it's universally verifiable. So anyone, no matter who you are, where you are, you can come into the blockchain code, and you can verify that this token, this NFT represents this, whatever it is. So basically, that's more confusing than it was before. So now, I'm actually more confused about what an NF T is. And I know what an NF T is. No,

Alex Ferrari 3:29
I'm joking. So you you don't quit your day job? No. Basically, to my understanding, you guys can explain to this and NFT essentially, is a digital baseball card, a digital comic book, a digital painting, as a one off, or multiple versions, or limited edition prints of something. So there's a 5050 limited a 50 of this, or only one of this. And it's just a digital version of spider man number one, but there's only maybe one of them or there could be 100 of the market be 1000 of them, depending on how many you you release out there. Is that a fair? exponential? FTS? Yeah,

Anthony Gibson 4:06
you know, I think like, for me, the term in my mind is like digital, physical, or physical, digital, it's like a thing that exists, like, as itself that you can sell as a singular item, the same way that you would have any other merchandise, you can do that with an entity. It's a way to buy and sell means.

Zach Lona 4:24
Yeah, it's a it's a way to facilitate digital ownership of something.

Alex Ferrari 4:29
Right? And then when you were saying blockchain, I mean, I know what blockchain is. So you know the basics of blockchain. If you want to know about the basis of blockchain and what NF T's are based on, I have multiple episodes, and I'll link that in the in the show notes on on blockchain explanations of it, and what it all means in our world, because that's a long conversation, and I think I've ever had that conversation. So I just really want to focus on what you guys are doing, but I'll put that in the show notes guys. So tell me then what is a patronized self distribution model? Or a PSD model?

Zach Lona 5:02
Yeah, so patronis self distribution is a way to not necessarily actually release your film, but it's a way to verifiably own the film as a work of art. So a lot of projects that have been experimented with NF T's in the film space have been sort of in a in an addition or in a like a, you could like you were saying earlier, you could buy multiple versions of it, like you have like a limited DVD release, or something like this, what patronis self distribution does is that it It means a scarce token of your film. So you're not thinking of your film as a fungible asset anymore, where everyone can go to Netflix or Amazon Prime and see it, now you're thinking of it as almost like a piece of fine art, like a unique one of one painting. So then that is then mapped to the token. And then, on top of that, you can sell that token as a sort of non fungible piece of art. And then the economic aspect of it that we've designed that comes into it grants the owner of that NFT, which is representing your film, in all of its singular artistic glory, and all the blood, sweat and tears you put into it, it also gives utility to the owner. So usually, that's going to be mean like an economic benefit, like a perk. You can also have like crowdfunding type benefits with it with, you know, maybe you can have dinner with the director and producer. But really, what's what's what, what's going to make it the most powerful book for both you as a filmmaker and your patron, is the sort of economic benefit to owning this token.

Alex Ferrari 6:57
Right? So when you're saying, so basically someone, let's say, I buy your movie for five grand, you're NFT, according to what I read in your, on your on your website, you whoever buys that token would also get 50% of all streaming revenue, from here on to eternity, essentially, in perpetuity. Oh, yeah. Okay. So then they would come in, so now, I own it. I bought it for $5,000. And then now after I've purchased it, it releases the film, because the film would have not been released at that point yet,

Zach Lona 7:30
right? Yes, exactly. So there are many ways it really the sky's the limit with what you can do with NF T's, which is really like the power of it is like this is completely untapped potential. And there's use cases for this stuff that no one has even thought of yet. So this is a new one that we thought we would experiment with, where we're saying, okay, we're gonna mint our feature film as a one on one token, which hasn't been done before, to our knowledge. And then we're also going to give an economic benefit to owning the token. And that just exists in perpetuity. So the the potential that that unlocks is you can trade the token again, it's, again, we're thinking of the film as like a painting or a piece of fine art now, where you can now there's now a secondary market for that, for that film. And along with the economic benefit, that which transfers on the resale of the token, the new owner of the film token will then receive that 50% cut. So we can get into a little bit more, but it's, it's, it's powerful.

Anthony Gibson 8:35
Yeah, you know, it's really like an exploration of incentive, and figuring out, like, what we can do within this new technology to explore new models for small business. I mean, I think of myself as like a small business filmmaker, right. And this is like, like, this new modality is allowing people to enter a space and be new and to define it, and to set up new new norms, which is really exciting. And so I think, like, in this case, it's like, well, we had this feature film that we had produced, and we wanted to see what we could do to distribute it ourselves. And that was like, along came this conversation about annuities. And we just kind of racked our brains around like, Well, what does the incentive look like? And what could scenario be that would put something in the hands of the person who bought it, but also give us an opportunity to have an entirely new platform? And that's what's awesome about these aggregators is like, you can self distribute your movie, you know, and the terms that just happened to be attached to our NFT was, we're not going to touch the aggregator until it's purchased. And that was the term.

Alex Ferrari 9:37
Right. And the thing is to that, well, I'm assuming that the budget of the film was at a point where a $5,000 nF t made sense because if you spent a quarter of a million half a million dollars on a movie that doesn't make financial sense to give half of your streaming revenue away, so it's kind of like you know, it But let's say for example, that I have a movie that has a star in it. Even Not, not Brad Pitt, or you know, Leonardo DiCaprio, but just a basic, you know, a star power that has a fan base. And then we put it up for auction, as opposed to locking it in. Did you you guys locked it into 5000. Right? Well, we

Zach Lona 10:19
did. Oh, yeah. We put it to auction. So we actually got a couple bids in. And our starting auction was one ether, which I think at the time was a little under 2000. Yeah. Yeah. So we got a couple bids in there. And it went up to 2.25 ether, which was the strike price. So that was really cool to see the bids come in for this thing. That means that there's definitely like an inkling of a market forming around this stuff. But yeah.

Alex Ferrari 10:44
So Alright, so then, so if we put the bid out, and let's say that bid gets up to 75,000 $100,000, that's a very feasible thing, especially if you're guaranteed 50% of streaming revenue coming in, and that's a massive, it could be massive, depending on the kind of revenue you're creating. Where you're being put up on is that, you know, transactional? Is that a VOD? Is that s VOD, is that P VOD. What you can define all that in your NFT. Is that, is that right?

Zach Lona 11:12
Yeah, that's correct. So with ours, and I'm sure everyone is listening is thinking like, what are these guys doing? Giving a 50%? Like, we haven't gotten into like why we did? That's a good deal, right? But yes, you can define any of that within the economics of your token. It just so happens that we're including, like, you know, a VOD t VOD. Every anywhere it's streamed, the owner of the ift gets a 50% cut of our production company's gross. So not like the entire gross. So just what we take home.

Alex Ferrari 11:43
So the So then the question is, why the hell did you do this? And how does this make it make any sort of financial sense?

Zach Lona 11:50
Yeah, so it's it's an expense, like Anthony said, you know, it's an experiment in incentives. And maybe do you want to take this one.

Alex Ferrari 11:58
But I'm assuming it's an experiment, because I experimented to my first one was five grand my second film was three grand, I experimented because my budgets were extremely low. I didn't experiment with 50 or 100. Grand, because I'm not rolling that deep just yet. So I'm assuming that the budget justifies this kind of, of risk, or this kind of experiment. Does that make sense? Totally. Yeah.

Anthony Gibson 12:18
Yeah. I mean, and Zack can probably share more about where like the budgets coming from and all that stuff. But for us, yeah, we were very much in a place where you know, a, a one ether deal at a certain point for the one to one NFT was more interesting to us than maybe recouping a any money, like all of the funding back within the actual purchase of the NFT. But also to give away 50% of the streaming rights, I think for us with most interesting about it is the experimentation and saying look like we're trying something new, we happen to have something that we're willing to take a risk with. And it's like, hey, like, if this means that more people would watch it, like, the idea of like giving up more money was okay, because it's actually just about the piece of work itself. And also what this could mean for the future. Because everything every project you get out is like a case study in like business and economics and all these kinds of things. And it's every project is going to have a new audience. And it's like, someone who's buying soap and someone who's buying toothpaste, but they buy different kinds of things, you have to find another way to sell to that person. And it's like, well, the only way we're going to get to that knowledge is if we take the thing that we already have and put forth and say we're putting it all we're going all in on our chips here, because something on the other side of this is going to tell us what to do next.

Zach Lona 13:37
Yeah. And to be specific about, you know why we're actually saying this is the utility that we're going to grant with this NFT is the trying to capitalize on the incentive of either someone by an out of the gate, or on the secondary market of someone who it's almost like a like a High Renaissance artists patron relationship where the kind of person who has the money to allocate to this kind of, you know, merchandise or artwork, they might have in influence in the greater world, where we call it in the crypto space pumping their bags, you know, so you're like, Okay, I just bought this NFT I want to show it to everyone. So the more the meme gets out there that this is a movie, and you should watch it, the more valuable that the original NFT becomes. So the idea is the person who buys this, either one has an incentive to sell it to someone with a with a large audience essentially, or some influence, or the person who acquires it outright, can acquire it for a cheaper price. Like say $5,000, which if we're talking about artwork isn't really that much. But then they can say, Okay, I have an audience of, you know, maybe a million people. Maybe I'm like a big YouTube streamer, I could drop $5,000 on this film, you know, shill it to my audience. And then within a couple months, I've made my initial investment back. And also now the now that all of my audience has seen this film, more people love it. More people love it. The more cultural gravitas that the film has, the more countercultural gravitas that the film has, the more value that the original film and ft can capture on the secondary market. So it's almost like an incentive engine to keep things going and pump the bag essentially.

Alex Ferrari 15:32
That's, it's I know, a lot of people who listen to this, like, what are these two guys? What are these three guys talking about? This is these guys are insane. But look, we're and I told you guys, this before we started, I've said this a million times on the show before is that we're in the internet 1996 we're still trying to figure out what HTML is we're still trying to figure out what JPEG is, we're still trying to get faster than dial up modems to log onto the internet without stealing an AOL disk from a magazine in a Barnes and Noble. That's how old I am. So, you know, that's where we are with NF T's with blockchain. With all this, we're at a very, very basic beginning level. And it's been around for how since 2008, when Bitcoin showed up, and the concept of blockchain showed up. It, we were we were around, it's been around that long. And it's taken that long to get to where we are now. And people are starting to figure things out. And again, we've talked about NF T's at nauseam at some of these episodes. So you can go deeper into that. But I'm curious, okay, so obviously, the budget made sense. The benefits make sense for the investor who buys this. Now, something that people might not understand is that if I buy your NFT, I resell it for 20 grand, you get 10% of that for perpetuity, if that sells for 20 grand, and then a year or two later, it sells for 40 grand, you just made another 4000 bucks. And and it keeps going and going and going and going. And hopefully your next movie is you know, taxi driver, you know, circa 2021. And then you blow up as a filmmaker will the value of that NFT astronomically goes up. And I think you use the example of George Lucas, George Lucas added theory M and NF T, what would the Star Wars and if TV and and I've said, What is it? What would taxi driver be? What would be amblin? You know, Spielberg's first short film as an NFT? What would that be worth today if it would have been treated as such? And the technology existed when that came out? So is that

Zach Lona 17:35
right? Exactly? Yeah, we're so I come from a from more of a fine art background, myself, I didn't start in film, I just sort of arrived at film as a consequence of feeling like that, that was the best medium for my creative ideas to live. So I'm coming at it from I'm trying to kind of combine these two worlds, where now we have an opportunity because of this NFT technology to assign cultural value that translates to economic value to like these priceless film cultural artifacts. I mean, film is such a big part of, you know, our culture. And you know, you can argue that it's, it's sort of got a lot of competition these days, which it does, but that's an opportunity for independent filmmaking at this level to sort of ascend socially in terms of its social status. So I see feature films going more of the way of like the opera, or, or the theater where it's kind of more of a niche interest, but it's got a very high, it's got a higher class, social implication to it, which if we're, then if then we're assigning Fine Art value to the film's and that can be traded. Yeah, the value of these tokens could, you know, seriously be worth a lot in the future. And also, because of the technology, we get a creative royalty on each of those secondary transactions. So if you know one day this sells for a million dollars on the secondary market, we just pocket $100,000 you just automatically,

Alex Ferrari 19:04
right, exactly. And I mean, imagine Wizard of Oz, or Citizen Kane or you know, if you want to talk about fine art, you mean that's the equivalent, you know, or you know, of the earlier chaplains first films or something like that as NF T's treating film as fine art, which no one's really ever had that opportunity to because film is a next film has always been something that you needed to sell a lot of tickets in order to make it financially viable. And that's the entire business model. This allows that to continue. But this is just another revenue stream for like, I was telling people I'm like, Wait till Marvel or Disney jumps in on this. Like, what it what is what is the Avengers? What is what's the Avengers? And if t worth

Anthony Gibson 19:49
Yeah, you know, it's interesting, like the idea of like, the the concept of reproducibility is dramatically changing right now. Like there's a seismic shift that is happening. Understanding what like means even are and like essentially what we're talking about is like a meme engine, like a cultural, like cultural currency being added to financial value of like singular internet objects. And it's like, the film has a one to one identity. Now, the film is films have always up until now had this concept of reproducibility films are not plays, you know, right there, they're not a fine art piece. This is that convergence of, it's both now, it's simultaneously both at the same time, if you're approaching it with this model.

Zach Lona 20:33
Yeah. And it's the same exact concept, as you know, the, the Nyan Cat NFT selling for hundreds of 1000s of dollars. I don't

Alex Ferrari 20:42
like I don't understand it in the least. But

Zach Lona 20:45
well, it's that's the cultural gravitas of these memes that are being sold it because it's coming from the people who are actually, you know, who created the meme off the bat. So not only is it like, it's the official sort of meme version. And then the more that people share the memes, the more valuable that original NFT becomes. So it's the exact same concept.

Alex Ferrari 21:07
I mean, you guys are a bit young for this. But Garbage Pail Kids. Yeah. If you don't if you knew what Garbage Pail Kids were, but I was a young guy when Garbage Pail Kids came out. And I remember the first series of garbage, it's a sticker, man, it's a sticker on a piece of cardboard. That was not Mickey Mantle, which was not Spider Man, it was a garbage. And they were selling for hundreds of 1000s of dollars, Pokemon cards, baseball cards, comic books, these things have value to the audience that they're to the to the tribe that is in invested in that to my wife, a number one first appearance of an Amazing Fantasy number 15 first appearance of spider man is a bunch of paper. To me, it's like, oh my god, that's the first appearance of spider man. And there's a complete disconnect. Like she was like, how much is that gonna cost? I'm like, I don't know, probably a million dollars. But you know, but to me that's valuable. And so art is whatever value you put on it, period, regardless if you agree with that or not.

Anthony Gibson 22:09
Yeah, it's funny to think to like, like that the interest economy of how like that's localized, like you have a look like it's like a, imagine a local economy where like, value is interspersed amongst itself and has its own definition outside of something that exists over here. And it's like, things that exists on the blockchain with NF T's like we have this dollar value that we can apply to it. But it's like, it's funny to think, yeah, like, you can have one thing over in this corner. And that can be worth so much to one person. And then you come over here, and it's worthless, but it's validating those interests. It's saying within those communities, these things matter, and they get to matter even more now.

Alex Ferrari 22:46
I mean, all you got to do is go to Comic Con, and you can figure that out real quick. I mean, I mean, like I've I took my wife to my first Comic Con deck a decade ago, and she was just in her mouth was on the floor. She's like, I see these price tags on these on these little books, what is what's going on? She's completely at no idea she that people are dressed up, like these are these are grown adults. And she would stop them like, what do you do for a living is like, I'm an attorney. What, like, but that's, but that is the world and that's the value that that world puts on, on those pieces of art, where you can walk into a fine art museum or gallery. And I wouldn't, I would look at something like that, that doesn't doesn't float my boat, but the person right next to me, like, I'll give you $100,000 for that because he knows or she knows what that's valued in their community. So this is just another the beginning, just barely starting in naeba level of this this market for for films. And I think independent filmmakers have the ability to really cash in and create not only revenue streams for themselves, but to provide some cultural, cultural art for for the society at large. And like, like Sundance like Sundance winners, SXSW winners con winners, you know, these these things that have these kind of labels like what would what would an NF t from the winner of Best Picture at Sundance be worth today cuz that that director could be worth hundreds of millions of dollars later on because of all I got there for Imagine if you had Sex, Lies and videotape. The very first 1989 basically the beginning of Sundance, this is when Sundance blew up at the moment that Steven Soderbergh sold their movie, at Sundance for a million dollars or whatever it was back then. Imagine if there was if you had that NFT what would the NFP be worth in or slacker or El Mariachi or or clerk? Imagine if you had what would those be worth and they would only be worth something to like my generation, your generation people will understand what that is. The older generation will be like that. It depends.

Zach Lona 24:56
Well the fact that we're talking about these films in this context and we're realizing like, wow, how much would that be worth? I mean, it speaks to, I think the viability of this this model that we've come up with here too. Because, you know, we're talking about, you know, why are these you know, pieces of paper worth so much? Not only is it from the the meme and the the cultural aspect of it, it's also the scarcity of it too, right. So like, there's only so many, you know, holographic chars are, there's only so many Spider Man first appearances, like the the filmmakers will do very well to understand these principles around economics, incentive and scarcity. So the decision to mint a single NFT was also driven by the scarcity question. So there's only ever going to be we're not going to mint you know, in addition, after this, of, you know, maybe other kilos and hidden lakes, and EF T's that film is only ever going to be mentioned as a one of one NFT. So that means that that's just automatic built in scarcity, there's only ever going to be one. So that's that the dynamic of that makes it much much different than if we said, okay, we're gonna mint, you know, 50 of these, or 100, or 1000. So what that does is, you know, there's much good work to be done in designing incentives around those types of additions. But what happens then, is that you have to manage each one potentially being worth less and also, in less demand as well. So it's, it's, you gotta you gotta look at your trade offs with with this kind of stuff, too.

Alex Ferrari 26:30
Yeah, and I don't know if you guys knew this, but I jumped into the NFT market. When I did my first in my first interview, and I put out, I happened to be the first film tutorials ever on YouTube. Yeah, which makes me old as dirt. But I happened to be I looked at I looked, and I looked, I'm like, I think I'm the first guy ever to put an eye and I'm, I might be the first movie trailer. I can't. I can't say that for sure. But I beat like Sony classics, which was like four or five months after I released my movie trailer for my first short film in 2004. So I don't I can't find any movie trailers prior to that. But I don't want to say that because I'm like, that would be insane if I actually released the first movie trailer on YouTube. But I don't know I, I can't say I don't have an NF T for it. But But I did put an FCS out for the six videos that I put out on that day tutorials. And I put the first three out just to see what would happen they sold out within two days. If I only sold for 100 bucks, but still was just it was an experiment. Like, let's see what's going on here. So I put the rest of them out. And there's been slowly selling and it's just like, wow, that's because that's kind of cool. Like you have the first filmmaking tutorial now Who is that important to filmmakers, or friends of mine, you know, like something along those lines. You know, again, it's based on the perception of what that is valuable, what's valuable. There's YouTubers, like, you know, whatever, cutie pie, who's got whatever, 150 million followers, I'm like that to his followers, he puts out a scribble on a piece of paper. There's value attached to that, which you and I would pretty much be like, let me put my drink on that. But it's all about perception and value and what people think the value is. It is a very, it is NF T's and your model of NF T's as as ludicrous or genius as a piece of cardboard with a picture of a baseball player. Yeah, and someone attaching value to that. Yeah, it's, it's just a piece of cardboard with a picture on it. But

Anthony Gibson 28:40
the goal is to turn Zach into a human Pokemon card.

Alex Ferrari 28:44
Nice. Except no less than 10. We're working on the holographic shirts right now. That's genius. So So what are some tips that you can put, give the audience when they're creating a using the PSD model? What are certain things that should be in place for for a good successful PSD model? And?

Zach Lona 29:09
Yeah, I would say I would say, again, scarcity is looking very closely at the kind of utility that you're including with, with the NFT because you want to make sure that you're not giving away more than you're willing to lose, right? It's like, you know, the old rule of investing is, you know, don't don't invest more than you can afford to lose. So we went about it, we said, okay, 50% of our streaming revenue is an acceptable trade off for getting this you know, upfront fee, whatever it may be, because we tried to listen for 43 ether and then we put the starting bid at 12 ether. Now, I happen to think that it's still worth that much like we were just talking about, but because it's such a new thing. The market isn't willing to dip its toes that far into it yet. So I would say Make sure that you're that you're the utility is not only beneficial, mutually for you and your patron, but also that your patron isn't. They don't have to try to minimize the work that they have to do in order to capitalize on it. And also, like I was, like I said at the beginning, you know, dinner and, you know, tickets to exclusive premieres and stuff. Oh, that's cool. You can include that. But keep in mind that if you know you resell it, do you want to offer that to the new owners of that? How often do you want to, you know, keep that going. It's stuff like that is less quantifiably valuable to an investor or collector. And I also want to note that when I say investor in this context, much different from your investor, that's going to give you your budget to do the film. So

Alex Ferrari 30:48
to an art invest. It's an art investors different.

Zach Lona 30:50
Yeah, it's it's much different. So you don't you don't owe them any money. Unless you want to like where we're going or investor or patron money. That's why I call it a patron and not not an investor. But there's also the the next project we're going to be doing is kind of exploring how we can incorporate this model and do like a hybrid PSD crowdfunding model because we, we came into this already having the movie done. So it had never been released before. We just finished it in, you know, the tail end months of 2020. So we had already had the budget, and we you know, did it and you know, that's all done. So we were in a position where we could say, okay, we will have to pay anyone back now because we were self financed. But now how do we use this stuff to viably? crowdfund.

Anthony Gibson 31:39
Yeah, well, what does it look like to explore the nooks and crannies of incentive in development? And how, you know, you know, Alex, you were talking earlier, like, you know, if you have a star attached, you know, that's, that's often how distribution deals are made, you know, said, Oh, I was able to attach XYZ actor, which, you know, these kinds of audiences like this actor, here's, here's a way of shoring up your investment, because, you know, you've done the calculus, and you're like, this will fit, you know, the likelihood of this exporting value is higher because of this thing. It's like, Well, what does that look like, in today's age, with so many different corners of value in the internet? Because what does it look like when someone who does, you know, video tutorial podcasts? Or? And also someone who does fashion and makeup videos, someone else? Who does video game streaming? And you say, Hey, I'm going to put you all in the same movie? And what does that look like now, when now you're tapping value from all of these different areas? To say that, yes. And also, we're incorporating the NFT universe. And instead of incentivizing with, you know, like various crowdfunding perks and saying, you get a T shirt and those kinds of things? No, you have an NF, you'd like what if there was a way to create an NF T, that could have value on the secondary market. And so it's all about finding all of those different areas of incentive. And for anyone that's looking to make projects considering this as a model, you know, it's there, there are so many ways, it's ultimately so creative right? Now, you can do so many different things, and work right now are just getting nitty gritty for our next project about what that could look like.

Alex Ferrari 33:21
Right? And you can I mean, in a crowdfunding site, you can use, for example, someone, you could crowdfund an NF T, and then just give them a percentage of based on what they give a percentage of the final gross or the final this or the final that some sort of incentive and that way, so it's almost like more of an investment than a gift of a crowdfunding. So it's now you're you're actually sourcing it out and it's all could be done on the on the blockchain, which would be ideal, and I hope one day we get to the place where all distribution is done on the blockchain. And all payments are done on the blockchain. Yeah, everything's done with smart contracts and and we don't have to deal with this bs anymore that you know, distributors do this or distributors do that or, excuse me, let me rephrase predatory distributors do this. Do that with with not all distributors are bad? by any stretch, there are a lot of great ones out there. But we focus on the predators.

Zach Lona 34:21
Exactly, why let's let's talk a little bit about how distribution actually like functionally comes into this. Right. So like, for anyone who's still kind of like, skeptical a little bit about it, about this model we've done, I mean, we sold it, so we made, you know, $5,000 off of this, which is comparable to a minimum guarantee, you might get it from a distributor,

Alex Ferrari 34:39
if you're lucky, if you're

Zach Lona 34:40
lucky, if you're lucky, if you're lucky. And now, well, now you get the secondary, you know, revenue stream from secondary sales to but, you know, think of it like that, you know, it's like we can because the other thing that's happening with this is that we are retaining all the rights to our film. We're not giving away any rights whatsoever with this Because the revenue stream and the NFT itself are reason enough, obviously, for someone to collect it. So now, we could say, Okay, now we're going to go to a distributor and collect a minimum guarantee from them. So that's, you know, another possible avenue for so yeah, essentially, like you were saying earlier, Alex, this is like a another revenue stream for the film that will also work to hopefully automate some of the marketing lift that you have to do by virtue of being this transferable meme capture

Alex Ferrari 35:33
unit, so to speak, right. And if you had a, let's say, you did 1000 units, let's say, just throwing that out there 1000 units, and that those 1000 units are worth 10 15% of, of your revenue jumping in there, I'm just going off the top here. So you put away 15% of all revenue is going to go to these, this 100 units that you're going to sell on crowdsourcing of crowdfunding, excuse me. And then all of a sudden, all that all those people who buy those 100 people, they're going to be incentivized to market the living hell out of this. Yeah. And get this out in the world. And if you did that with 1000, and broke them that 15% accordingly that way, then you even have more. So it all depends on what you're doing. And then you could also put a price tag on all of that just to get in the game. There's so many different routes you can go on. It's it is it is essentially the wild wild west right now it is. It's the internet circa 96. Man, it is like the wild

Anthony Gibson 36:32
wild west, take a look and see, just like, like what's happening on the internet? How are people communicating on the internet? How are people pointing a camera at themselves? How are people quote unquote, influencing? And then, like, how can an taking a look at that and being like, hmm, there's some serious untapped potential, through this communication mechanism for getting new ideas, getting new films out into the world and seen by people. And it's just about connecting the dots. It's just saying, you come over here, you come over here, let's do this thing. It's, you know, in some ways, uses the same philosophy is like, you're if you're a YouTuber, and you want to, like, go on someone else's show to get to get some of their audience to come see your thing. And you cross pollinate. I mean, that's, essentially it's taking that and it's scaling it up, and using the blockchain in order to do that. And it's, it's all like Zach, and I love to just like, you know, one of our favorite things about this whole thing is that it's just, it's all memes, memes mean, everything is it mean, and like, that is like pretty like, you know, core to our philosophy. In all of this. It's like, what can we do with means? What can we do to make people think about memes? And that's a cornerstone of the mythos that we're trying to create with the bigger world that we're actually working on.

Alex Ferrari 37:45
Now, you guys also created a physical version of the NFT to send to the person who purchased it, which I think is awesome. How do you How did you create it? Because it looked awesome. From the pictures I saw. What was the cost? If you don't mind me asking like that? That's a customized situation. So what was that situation done?

Zach Lona 38:04
how he's done? So it that was a nightmare to put together? But I'll just be upfront upfront and get this. So our collector wishes to remain anonymous for now. But they told me like, hang on to it. I'll redeem it. One I feel like it so I still have it. Like it hasn't left my house yet. Which I'm fine with because, you know, I appreciate that. Like, it's, it's, it's gorgeous. We're pretty proud of it. No,

Alex Ferrari 38:29
it's stunning. I was like, That's gorgeous. Like that looks like a special special, special freakin criterion. The, you know, to the nth degree kind of one on one and drama is beautiful. Okay, you're making us blush. It is.

Zach Lona 38:45
Appreciate that. Um, yeah, very proud of it. But in terms of the logistics, yeah, it was. So not many, you know, packaging manufacturers take one off orders. And then the ones that do are pretty pricey. And see, here's the thing too, is that we didn't have to do that. Obviously, our patron doesn't even really want it right now, which is something it's a phenomenon that's happening in the crypto art, collectible space with NF T's where it's like, you know, there are artists who offer you know, the physical painting with the NFT and collectors will say I don't want any physicals I just want to I just want the JPEG in my wall. And that's totally cool. So we went into a kind of half expecting that but for me, you know, like, you know, I mentioned earlier I come from a fine arts background. I like having like a physical artifacts for for the film that I've created. But you know, obviously though it I'll put it this way, it was a lot of money. Probably more than I would recommend for someone else who's trying to do this, but it is a very cool thing. And when it's in a museum, you know, 20 3040 years. That's a nice little museum. Now. I'm just kidding.

Alex Ferrari 39:50
And when everyone understands my genius by then, I mean, hopefully I won't be Van Gogh when I'm dead and they'll go out Zach I get I guess, no, no, no, I'm sorry. I just saw I saw a clip from I don't even watch Doctor Who. But I saw a clip where they brought back Van Gogh, and they brought him into the museum. Oh, I've seen that. Oh my god, that's so like, you just start tearing up like an art. It's just like, oh my god, it was so cute. Anyway, sorry, geeked out for a second guys. Sorry, apologize. That was so. So did you, but am I wrong? Did you not create any other NFT things for like, you know, stills of the movie? or other things? Or did you? You know, you're getting into sort of the next chapter for us.

Anthony Gibson 40:43
And, you know, we're working on a big part of, I mean, I can let Zach take over sort of talking about like, the content of the movie itself, because I think it's specific to like, it's kind of amazing what work ended up working out what we ended up having in our lap at a time when crypto was around. It's kind of came to the mainstream. And our film is about a cryptid like a Bigfoot esque Sasquatch, Ian, figure cryptid cryptid meets crypto. And it was just like this perfect marriage of like, what can we do with that? And I feel like it led to that kind of take over there.

Zach Lona 41:20
Yeah, I mean, there's so many places to go from that, you know, it's like, so one of the ideas we have is, you know, Bill, so essentially what we're trying to get at now the phase that the project is in, is we are taking this feature film that we have, and we're trying to use these community incentives to build an audience around the IP itself. So you know, we can get into like the specifics of the plan, but we're going to be minting more NF T's around the, the the fiction and the lore of this, of this, you know, essentially a monster movie, mockumentary IP so you know, like minting specific clips from, you know, the film like, oh, here's a found footage. So the cryptid is called the hidden man is a proprietary monster that we came up with, you know, here's a, an eight millimeter still, or a film clip that we that we use, yeah, we actually used an eight millimeter camera for some of it. So, you know, a nice little badge of honor there. But yeah, like minting stuff like that, and then using that to sort of, do, you know, add more value into the IP through those specific items of merchandise, where it's like, at a lower level, you know, you're never gonna you're, you're only one person can ever have the actual film NFT but you can own pieces of the film, you can on merchandise of the film, that also give you like, community benefit within the community that we're trying to build.

Alex Ferrari 42:45
So I'm gonna pitch you guys something for an NF t please bear with me. This is a real thing. This is a real thing. This is not making this up. But there is such a thing called Bigfoot erotica. Now, wait for it. Wait for it. Wait for it. My friend told me about this. And I'm like, oh my god. This is genius. anyone listening right now when you're done? Listen to this episode, type in Google Bigfoot erotica, and just just lose your mind at what you'll you'll find out. There's not it's not just like pictures. It's like stories, like books, novels, ebooks, about it is amazing. I can't believe you guys have known about this. But the best but the best part was I had a friend of mine who's like, man, my brother's really giving me a hard time. I'm like this what you do? Go to his house. And he's married. He goes go to his house and go on his computer and just start doing a lot of Google search for Bigfoot erotica. And leave it on this. Leave it on his on his thing and let his wife find it. It's exactly what exactly what happened. And he left he loved that his wife and like, his brother calls him like, dude, did you was you were you searching Bigfoot erotica on my computer? My wife thinks I'm doing I'm like, I have no idea what you're talking about. You're sick and disgusting. And he hangs up. Wow. So that's sad. That is does savage but that's that's their relationship. I don't get involved. But and it is a tool to ruin a marriage. Yeah. Or just or just, uh, you know, hidden man erotica. I'm just throwing it out there. Just throwing it to the in technically, proprietary world of the IP. Why not? Well, exactly speechless. If anyone listening if it was listed by sees next face, it's just like it all right now he can't even speak. Like.

Zach Lona 44:47
Yes, obviously, obvious is the thing that should happen. Oh, it's funny, actually, in the early days of the film, when I was exploring ideas, I was like, What if we had a romantic interest counter,

Alex Ferrari 45:01
tell there's a whole market that you guys are not serving sir. There's a whole market, you could be just selling this stuff to him just we're not saying there isn't a romantic encounter. There might be there might be there might be

Zach Lona 45:17
like, God, here's the thing. Let's get into me and Anthony have you know, we've got a very specific idea on how we can take this even further. So a new concept, a new blockchain concept that people maybe are not as familiar with is, is a doubt a DA, oh, have you heard of this?

Alex Ferrari 45:36
No, I haven't said

Anthony Gibson 45:38
decentralized autonomous organization.

Alex Ferrari 45:41
Well, I've heard of decentralized for banks, but not for organization. Okay, so talk to me about that.

Zach Lona 45:48
So there's been defy, which is decentralized finance. And that's very cool. The next step after d phi after NF Ts is doubtless, so decentralized, autonomous organizations. And these are essentially corporate structures or business structures, where it's not really run by anyone, there's not really a corporate hierarchy. And the governance of the organization is equally spread out among all of its members. So essentially, anyone can come in, buy the governance token, the, you know, the currency that's native to the Dow organization, and start working on projects and getting paid for it. So is that we're still doing a lot of research on how to

Anthony Gibson 46:30
imagine a decentralized production company where every all the fans get to vote on what the next project is, that's what we're working on.

Alex Ferrari 46:38
And they're paying and they and they pay for, and they'll pay for it by paying into things to help finance it creates a liquidity pool, essentially. Yeah,

Zach Lona 46:46
yeah. And they get rewarded for financing the production. And also what's going to happen is we're gonna we're creating. Now this is this is very early stages here, but we're really excited about it. The core component of how this data is going to work is essentially it's going to manage the hidden lakes IP. So you know, the, our film is just the first installment of this IP, we're going to be making sequels and stuff. And part of how we're going to get that done is that we're going to fractionalize and decentralize licensing to the IP itself. So we're going to say, okay, we're going to mint a set of 10,000 tokens, you buy a token, you can send it back to the Ethereum contract. And so it's, you know, not in our control. It's in you know, the the contract itself. And for as long as that's in the contract, as long as you're, you know, in this tank, you get in return a license to use the IP however you want. Thanks, man. pornography. Yeah, I mean, the

Alex Ferrari 47:49
thing is, like, erotica, sir, erotica, there is a difference. Let's clarify that right now. Between Bigfoot porn and Bigfoot. Radhika erotica can make porn. Very cool. There's a difference. There's a difference, sir. It's, it's, it's what kind of suit people are gonna think like, I like joy. I'm the one that started this.

I know right now I know somebody right now listening to this. It's like curving off the road laughing at like the Bigfoot. Oh, Jesus. No, this all sounds great. But this is the thing where we're so early on in this whole this whole experiment of NF T's and blockchain everything. I've said this before on the show. I'll say it again. blockchain is as or more important than the internet is the human civilization. And people, people who don't understand that statement, you will just the same way. As people in 1996 said, the internet's gonna change everything. Just like that guy who shot that rocket up into space the other day that looked like something that I won't say it looked like Bigfoot erotica. His rocket looked like Bigfoot erotica. That guy said, Hey, I'm going to sell books on the internet. And now he sells everything. That that's the same thing that blockchain is going to do. We're just not there yet. And we will get there. And it's getting there. It's growing fast. And there's issues and I think you said it in your article as well. Zach about you know, theory will become cheaper, it will become greener to sell a lot of electricity that runs through to get all this stuff. So it's gonna it's it's just like dial up man and 9695 and before it's like dial up it's like how can anyone can even think or conceive that I could buy something on the internet? Remember that? How old are you guys are younger that much younger than me? So I remember the time was like, people were like, I'm not putting my credit card online. Like that was people were like I'm not putting my credit card online that they're going to steal my identity all that was the mentality back That's where we are right now with blockchain I think in five or 10 years, blockchain will be at a completely different place crypto I think will be probably at a completely different place. And what you guys are talking about and defy and and dow and all this these kind of concepts I think are really going to help not only the world but an our little microcosm of independent film. It's getting a lot of power back to us.

Zach Lona 50:21
Yeah, that's what I was gonna say is that like this, like the the paradigm shift that's happening that mirrors the internet revolution, that's the the main people who are going to benefit from it are independent creators. So what this technology does, is it it cut out the middleman, it cut out the big centralized institutions that tell you yes or no, it's really going to power the empower the individual creators who want to, you know, contribute things to their favorite stuff and make money in the process,

Alex Ferrari 50:49
and you and use it, so you give away 50% of all streaming rights, but as of right now, you still have to do the accounting. In other words, the money has to come into an account, and then you've got to convert that into aetherium, or whatever, you know, whatever, stable coin or whatever you're going to use to pay. Yeah,

Zach Lona 51:06
that person. Exactly. So that that goes to show how early we are where you know, in five years, that won't be able to be able to get done on chain right now. The there's not really a solution for that. So we ate, you know, for however long that would take, and we'll just say, okay, we're just going to do the accounting ourselves. You know, that being said, you know, it may be that not only is the smart contract upgradeable in that we can automate that, you know, from the token on chain, or we could we could find a crypto powered streaming platform, which is also new territory, where the film will be online and you can watch it for free and also maybe even get paid for watching it. And it also probably give us a better rate streaming wise than, you know, amazon prime or Vimeo on demand. Does you mean a penny a penny for an hour? Is

Alex Ferrari 51:56
that not fair? I think that's more than fair. I don't know. I mean, didn't you hear that? That Jeff Bezos thanks that's all for having him go up into space? Yeah, don't built on the backs of independent filmmakers. Oh, don't even get me started. He made that rocket happen. We made that was all us. We started off at 15 cents. Now he's down to one cents. What happened to those 14 cents boom into space? Bigfoot erotica, anyway. So so another big player jumped on the scene in the NFT world, which is Kevin Smith, and he came on with his film Kilroy Was here, but he did the opposite of what you guys did. He's literally selling or giving his his distribution rights away to this film. What do you think of that? And how do you think that model is gonna work? Didn't even sell it yet? I don't even know if he sold it.

Zach Lona 52:47
I don't think it's online. So we didn't we that was actually his announcement. Or that was actually the reason why we press the Launch button on this project, because we've been building it since like, March. We're like, Oh, no, we gotta we gotta beat him to the punch. But yeah, I don't think it's online. But again, it's like, it's it's very similar to what we're doing. But there's also some key differences that kind of make it I preferred to not take that approach, simply because, like I was saying earlier, you don't want to make your patron work too much to exercise their, their utility that you give them. So with Kevin Smith's NFT, which also is being minted on the fantasma chain, which is different from aetherium, and we can maybe get into, you know, what chain you should actually meant on. But regardless of that, that's very technical knowledge. Essentially, the the the best person who's gonna want to buy the Kevin Smith and if t is a distributor, so like, if you come come at it, from our perspective, where we're our target market for this NFT is a private individual collector, they're not going to know how to how to distribute this thing, right? So if you're giving them the entirety of your distribution rights, that's cool. Just know that your market is much more different. And you're probably it's it's like, if you're selling to a distributor and you're looking to give the distributor your rights with the NFT you probably don't even need an NF t like that's pretty much just the exact same thing is a deal he would strike in

Alex Ferrari 54:15
I think he said I think he's just trying to get some hype over it and that's all it was because he's actually selling like, you know, James Island Bob NF T's and he's making a mint with them. You know, all those like cool little memes and stuff like that. He's not stupid in that sense. He definitely I mean, he was one of the first podcasters he was he jumped on the podcasting bandwagon, years ago, before it was cool. And and everybody had a podcast and people tell me I'm like, Oh, you jumped in early and I jumped in six years ago like Kevin Smith jumped in like a decade or more ago like it's it was insane. Like the oh geez for you got a Joe Rogan frickin he jumped into like, oh nine he like couldn't get the damn thing to stream. I saw the first in the first podcast. He was just like trying To make it work, and it was like, like 320 by, you know, by 40 videos like it was horrible. But, but he just made 100 million bucks and snap at it, okay. It's good, good ROI. So I think

Anthony Gibson 55:16
like, you know, anyone that's doing anything in the NFT space is just like adding to the value of everyone else that's trying to work on it. Like, we're all just trying to, like I said, like, for us, it's an experiment. Like, we're curious about other people's case studies, we want to see what they're doing. We want to see like, what models of incentive, they're developing and kind of like, you know, work some magic. I mean, we're all really excited about the new technology, we need people to know about it. This is still super inaccessible to like, an audience. Like they don't most people don't understand this stuff. And so it's just like, we need more people to be interested.

Alex Ferrari 55:48
I mean, I had to I had to educate myself. It took me like half a day to figure out how to mint something like the technology so plunky it's just so clunky to get stuff done. Now I'm like, Oh, my God isn't someone figured this out to make this a little easier. Like it doesn't seem that difficult, but it was like an I use mental because it was the easiest open seat was like too expensive. They want a gas freeze up front, mental to gas freeze on the on the now we're like talking in languages that nobody else understands. But, but yeah, but it was it just and even then miserable, was still like a pain in the butt to figure out it just it's still so early, then. We're still so so early. Now, one thing I wanted to ask you is, we're talking about all these NF T's and independent film and all that stuff. Not every projects gonna be a good candidate for an NF. t. So what make how do you how does a filmmaker know if their project makes sense for this world?

Anthony Gibson 56:43
They know this is an awesome question. I think Zack and I probably talked about this every day. And I think what makes particularly like, understanding like Internet communities, like if, if and who you're from a development perspective, who are the people who are going to be investing in your project to actually like, make it happen. So you can go into production and those kinds of things. Who is your like, financing audience essentially. And like, our film, specifically is targeted towards like, like, Village Voice mythmaking, and where does that happen? happens on the internet. We're doing that every single day. And so dramatically, our project is designed to be talked about on the internet. And it's like, self conscious of that. And we think that that, in itself is interesting to people who are on the internet, creating and sharing memes and using that as a form of communication. And so specifically for this world that we're building out, which is like, like, like a modern mythos, basically, using the internet as like, as like a community standpoint, people are moving money on the internet, people who are in crypto communities and want to see content that is more directly related to them and their user experience. Those are the people that we think right now, because it's the initial audience in this world that are going to be interested in funding projects and seeing things that reflect back like interesting elements to them.

Zach Lona 58:14
Yeah, I would say if you're trying to build a community like that, and you're trying to build an audience into the IP, and it's like the shared experience, this is definitely NF T's are definitely the route for you. And I think, you know, to for on a moral logistical point, this is definitely geared to like, like the PSD model itself, it's assuming that you already have, you know, you already have a completed film, first of all, and that film is probably going to be low budget, like we were talking about earlier, it's probably going to be director driven. to, you know, take the fine art sort of box. And, you know, like we were talking about before, you know, maybe if you have like a decent name, talent, maybe you don't need you know, the the boost that this PSD model would attempt to give you, but at the same time, maybe that's an incentive to grab an even more, the higher price at the auction, right. So like, oh, Brad Pitt is in this one of one NFT movie, I'm an art collector, I have a Jackson Pollock and and Mark Rothko in my collection, I can throw million dollars at the new Brad Pitt movie NFC, that'll be $50 million in 50 years. So

Alex Ferrari 59:25
what would what would a Kubrick be worth? What would be what would what would it Kurosawa would be worth? And now we have Nolan Fincher Spielberg Scorsese in what what's the Godfather worth? Like? It's just it I think, once mainstream Hollywood and some of these directors start figuring these things out, they're gonna go Oh, wait a minute. We and we can make not only can we make some money with this, but we can actually insert ourselves into the conversation, culturally. But yeah, it's it's it's worth that I think once filming makers are able to these higher end filmmakers are doing things like that. You know, what would a Fincher and FTP worth man? What a no. And what are the Nolan? You know, what would tenant be worth? You know?

Zach Lona 1:00:13
Yeah, like, that line of thinking again is very different from saying, okay, we're gonna, you know, we're gonna have NFT tickets, where you know, that might still be worth something that's more like a like a collectible, you know, Pokemon card or like a Beatles ticket from like, 1969 or something like that. So it's like almost like two different asset classes. You have the scarce sort of fine art and FTS and you also have the fungible, quote unquote, like ticker merchandise and

Alex Ferrari 1:00:40
FTF. Collected collectibles. Yeah,

Zach Lona 1:00:42
exactly. Yep. So there are two different asset classes. And when we're thinking about what is a David Fincher where there was a Kurosawa worth, like that, to me is the fine art. Like chars are for sure.

Alex Ferrari 1:00:54
Yeah. And obviously, Bigfoot erotica. So I'm Pokemon card. Game Freak, guys. So I'm gonna ask you a few questions asked by my guest guys, what advice would you give filmmakers trying to break into the business today?

Anthony Gibson 1:01:11
You take that one. And the advice I would give you is focus on what's in front of you and figure out how to, like build a team around the things that you're stoked about. And, like, don't be afraid to just like, not sorry, I'm blanking on giving advice. What I'll say about this is that when I was in college, there were classes that were offered to me. And I felt like that wasn't meeting the needs of what I wanted to get out of my education. So I figured out that I actually had the agency to create my own class and get credit for it and bring people on and make the movies that I wanted to make. And I didn't have to wait for anyone to tell it to give me a curriculum to do that. So get creative. There's tons of opportunities out there you don't have to just follow what's given to you.

Alex Ferrari 1:02:05
What is that? Oh, no, go ahead Anthony. And fleet perfect answer for that. What is the lesson that took you guys the longest to learn whether in the film industry or in life tax credit financing to say sir, to Shay, to Shay, it's a as a very fine, fine, fine lesson to learn Tax Credit Financing everyone Tax Credit Financing, first time, in almost 500 episodes that someone said Tax Credit Financing is something about how valuable it is. And it's actually big on that. tax credit, and three of your favorite films of all time.

Zach Lona 1:02:49
Oh, mine are weird. I like 2001 I like Napoleon Dynamite and the third one is a toss up between Mystery Men and Badlands.

Alex Ferrari 1:03:00
Well, that's a hell of a combination of films there. I'm trying to put connecting dots I'm like I connected to and I connected to mystery man. Wow, Mystery Men first time on the show Mystery Men. So I love I love mystery minute. What a cast wasn't it? Same cast.

Zach Lona 1:03:17
They had the production design like the writing Smash Mouth Smash Mouth. Smash Mouth, man. Oh, man. Yeah, so that's that's mine. About about you, Anthony.

Anthony Gibson 1:03:29
I'll see Princess Mononoke A Little Miss Sunshine classic indie. And I will say Harry Potter and the Sorcerer's Stone probably if I'm

Alex Ferrari 1:03:42
sure Hey, yes, nice. Nice. Nice. Can I use the magic of childhood in Yes. And it's in it's a nice Christmas movie. It's like every time it's I always watched it during Christmas that's when they get out. So I always associate Harry Potter movies with Christmas as well so and where can people find out about your NF T's about your films about your projects and so on?

Zach Lona 1:04:04
Yeah, so you can learn about the film and the NF t at who is the hidden man calm that's where all of our links are and also follow hidden ones Tao da o on Twitter you can join our discord to to get the drop on that cool Dao project that we're doing which is the next step of this oh and also the film is live on Vimeo on demand too. So you can search for he lives in the hidden lakes on Vimeo on demand and it'll be prime video as well soon

Alex Ferrari 1:04:33
and you're and you're using film hub as well right

Zach Lona 1:04:35
yeah, we are using film have discovered them through indie film hustle so thank you to that

Alex Ferrari 1:04:40
Yeah, there's some good doing some good work over there trying try and everyone's trying. It was trying to like I said everyone's trying to bring you know, you know, break that nut. No one's can crack it No one's cracked the nut yet on on on the perfect model. I think it's always shifting and moving and, and but this is awesome, man. I thank you guys so much for coming on the show. I'm excited anytime I hear new ways that filmmakers make money with their films and especially when it comes to the blockchain I'm, I'm all about it. So thank you guys so much for for coming in and jump in.

Zach Lona 1:05:10
Yeah. Thanks for having us, Alex.

Anthony Gibson 1:05:11
Yeah. Thank you so much.

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BPS 407: Unforgettable Storytelling Phillip Andrew on Creativity, Leadership, and Resilience

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Alex Ferrari 1:49
Enjoy today's episode with guest host Dave Bullis.

Dave Bullis 1:53
On this week's episode of the podcast, we have a guest from LA where else we again we met through the power of Twitter. And this guest and I are gonna be talking all about what an education really means. You know, we talk about college education, we talk about moving out to LA the ups, the downs. You know, pretty brutal, honest interview, as my guest shares a lot of his downs. And, you know how he actually networked, and it wasn't the the traditional ways and and just finding through all of this sort of maze of things, and the whole concept of this interview is going to be unforgettable storytelling, as we kind of talk a lot about the different methods of storytelling, and, you know, directly and indirectly, a lot of the other things that go on here. And you know, what ideas stick, what ideas don't stick? Unreliable narrators, you know, all that good stuff. So without further ado, with guest Phillip Andrew.

Phillip Andrew 2:49
Ohh, Mandy, you gotta be careful who you meet on the interwebs. Man, you know, isn't it crazy that I like, years ago, you would never it was weird to meet, like, dating, like it was weirded to go online dating, you would never you were told to never take rides with strangers. And now our entire world is like, based around, like, Uber and Lyft and like, jumping in the cars with strangers, and that's completely okay. And like, nobody even knows how to meet each other in person anymore. Everybody's always, you know, you gotta swipe right, swipe left to meet anyone. Like, things have changed so quickly. It's insane.

Dave Bullis 3:24
Yeah, I mean, you're encouraged now to trust strangers, like, put all your faith and your bodily harm and strangers, it's, it's kind of crazy.

Phillip Andrew 3:31
Man, I remember I went to so I'm here, I'm out here in Los Angeles, and I remember going to a party, and we go to this party, and it's kind of like, at the base of, like, the the Hollywood Hills. It's like a nice house, but nothing too insane. And we go to this house, and we're like, kind of like, Yo, what is this party for? Like, who's Is it someone's birthday? What is it? They're like, Oh no, it's this, like, new startup app in in we're like, What the hell is that? And they're like, oh well, it's like, here. And they handed me a pen. Like, the only party gifts were, like a pen with the logo on it, like you would get at some, you know, at, like a trade show, and I look at it, and I'm like, lift. I go, What the hell is lift? And they go, oh yeah, man. It's like, this app where you can, you know, you can get rides from people that are already going the way that you're going. And I was like, so you get in a car with a stranger, and they're like, Yeah. And I was like, this is the dumbest idea ever. It'll never work. And then, like, years later, I'm the guy who has to sit here and be like, Oh, I guess I'm not that much of an innovator, you know.

Dave Bullis 4:32
I'm surprised they actually gave away pens, you know, because, like, an idea for me, what if you're gonna do like a launch like that, you'd give away, like a service. So you would say, Hey, this is the service. This is Lyft, and you would kind of demonstrate it. You know what I mean? Because pens, yeah, I think pens are kind of, I mean, don't get me wrong. I still use pens every day, but, but pens, I just don't know if they really have the same marketing branding powers they once had, you know? I know definitely, yeah, you know what I mean. It's just. Like, I don't think people look at that and go, Oh, man, I gotta use lift now that I'm using their pen. Come on,

Phillip Andrew 5:06
Right? Yeah, it's kind of, it's kind of crazy, so, but yeah, it was. I always try to remember that anytime that I want to anytime, my first immediate reaction is to want to, like, rip something apart, you know? Then I'm like, wait a minute. Think, think in a different world where maybe this could work. How would it work? Why would people, you know, it just forces me, you know, I think in life, you always have those examples of things that happen when you were completely in utterly wrong. And so it's like, it reminds me to be like, All right, don't, don't try to crush this dream, or don't try to, you know, don't. Don't veto this idea really give it, give it a little bit of time think it through and see if there is something there, rather than just giving snap judgments on stuff. So I try to use it as like a life lesson, I guess.

Dave Bullis 5:50
Yeah, yeah, right. So, and you know, when you saw these new apps come out, now, you kind of wonder how it all ties in together, because you need, with all these apps coming out, you go, my God, there's so many out there, and there's so many different social media channels. It's like, you know what, what catches on, what doesn't, and that's why there's so many books now written about this stuff, about business and about, you know, ideas that catch. There's actually a book called sticky and it's actually about what ideas stick and what and what doesn't, and why that is.

Phillip Andrew 6:17
Oh, no way. I'm reading a book right now called Sticky marketing.

Dave Bullis 6:21
Oh, sticky marketing. I don't know if it's the same one, yeah, but it could be.

Phillip Andrew 6:26
I did, I did see that. Yeah, it's crazy. I mean, like, I know they've had tons of studies come out with, like, what makes, what makes something memorable? What? What? How do you know? How do you help things add to your memory? What? What makes something emotional? What is the best you know for us as as storytellers, it's like always trying to figure out exactly like, what is going to resonate with, with the target audience, what's going to stick with them. What is it that they like? You know? What is it that they remember? You know, even we talk about it, you know, from speaking standpoints, when you know, so often people will go in in they could go to a conference and have a great time, and then you'd be like, Oh, what did the speaker talk about? Or who is the speaker? And they'll go, oh, I don't know, but he told this story about blah, blah, blah, and it's like, that's people don't remember the names, necessarily. They don't even remember where the information came from. They remember these powerful stories. And I think that's really important for us to realize, like anytime, that anytime you're whether you're in marketing or advertising or, you know, for us in TV or wherever, like, it's important to tell great stories that people want to repeat. You know, I mean, that's the that was even before we had things to write down, and before we had TV. And way back in the day, that's how things got told. That's how we taught people how to, you know, how to behave. What was the proper way to handle certain situations. How do you stay motivated? It was all through story. It was all through generational storytelling. And I think it's important that we don't ever allow ourselves to get so caught up in the technology you know that we forget that while it's amazing to have these brand new, you know, these amazing cameras that look insane in VR and we're getting all this amazing technology at the core, at the root of it, the most important thing is still storytelling And telling a great, captivating, memorable story. And if you don't have that, it doesn't matter how cool the footage is, it doesn't matter how great the audio is. If you're not saying something that is worth people wanting to hear and wanting to repeat, then what the hell are we doing?

Dave Bullis 8:36
Yeah, it's sort of like the story behind, you know, even the story you tell within the company, right? So there's a story that, you know, the managers and directors and all that they have to tell everybody. It's like being on a film set, you know, because we're, you know, we're both in the same industry. So if you're the director, you want to be able to, sort of, you must create that. I guess Zeitgeist is the right word I'm looking for, right? We want to create totally, sort of, you know, feeling on set. And it's, it's almost like the story you're telling them, you know, there's a quick addict to it. I want to tell it's a friend of mine was working on a film with Spike Lee. And Spike Lee actually got on the got in front of everybody the day of they started filming, and he actually, he goes, this was like a whole different spike. And he was like, hey, you know what? If we all work together and do all this together, we're gonna make a damn good film. And he was like, man, he goes this spike is awesome, because it's like, you know, he's up there telling a story about how we're all going to work together, and we're all just going to make this amazing thing. And it was, and it's going to be fantastic. And that really stuck with all the crew after that, after spike did that,

Phillip Andrew 9:35
I think that's, I think it's key, right? It's like, and I think there's, you know, we, we, you study. I've studied a lot of like the great, you know, battle. You know, war, war, like generals and people that led people into massive wars. And, you know, people don't want to fight for someone, when, from the comfort of their own home, you know, like they want to, they want to feel like their leader is out in front, like their leader is there and is willing to go through the battle with them, you know. And I think that's so important. I think that was great, that that spike did that. I had a moment I remember I had a director, you know, Executive Producer, show runner, that I was working with on a project. His name was Phil lot, and Phil was an amazing guy in one of the first things I ever saw Phil do. And I still can picture this to my to this day, we're running around the craziness of getting the first day and getting some getting the shots set up. And I remember, in all the craziness, for some reason, I like look over and I see Phil, and there was a, there was a plug for a light that needed to get plugged in, and it was underneath a table. And, you know, Phil has been in the industry for, you know, 2025, years. He's won tons of awards, very, very talented. And he doesn't, he's got his walkie. He easily could have said, you know, hey, you know, feel for an available PA. I need somebody to, you know, come plug this light in, and it would have been normal. It would have been fine. It would have no one would have thought anything of it. But I sat there and watched the show runner of the project get down on his hands and knees, crawl underneath a table, plug this light in and then walk back, or crawl back from underneath the table, and started adjusting the light. And I remember like it was young in my career. I was probably only 2425 and I remember just seeing that, and it had, I mean, here it is. I'm still telling the story. It had a profound impact on me, because I knew, man, I'm working for a guy that's willing to do the work too. You know, he's not just some guy up here shouting orders. He's not just some guy that wants to sit back and give his coffee and make everyone else do it. He's willing to go. He's willing to do the work too. And it made me that much more excited to want to work with him and learn from him, because I understood, man, that's the type of guy he is, and that's the type of guy that I want to help see win. And I think that was so it's great that spike did that. I mean, I like I said, I think that's really important that people, you know, the stories that we tell ourselves, and also like the way that we show up to other people and and how we how we are perceived, and what we do we we want to make people want to win with us, you know. And I think when you can do that, when you can have everybody on a team that is working towards one common goal, I think it's a really powerful thing, and you can achieve a lot of really great stuff.

Dave Bullis 12:34
Yeah, you have to lead by example and not be one of those guys just parking on orders, you know, I mean, and we've all been on those film sets too, where, you know, maybe a student film, I see a lot in, you know, I used to work with a lot of student filmmakers, and it's the kind of, I guess maybe they, they kind of feel like they kind of need to micromanage, and they kind of use that as a way of directing, or they or and professionals do that too. I mean, how? You know what I mean. So it's one of those things where you want to lead, you want to let people know that, that you're kind of there. You kind of, you kind of have to be the mother and the father, so to speak. You know what? I mean, you got to, have to say, Yeah, where it's Eve, we're going to do this, right? And also you got to be the father, like, All right, let's, let's pull up our sleeves and kind of get this done.

Phillip Andrew 13:15
Definitely. I think it's an, you know, in, I think that's why, just in, you know, like with him, you know, with Spike doing that at the beginning of shooting, I think setting the tone is so very, very important. Like so yesterday, I'm, I'm producing a new project for a for a large digital media platform. And, you know, it was our first day on set, and I scheduled a 30 minute meeting that probably only needed to be 10, but it was the first day of filming, and I scheduled this 30 minute meeting, and I went over everything with everyone, you know. We went over safety. I went over, you know, expectations. Made sure everyone was introduced, everyone knew who was leading, what departments in in really just set expectations so that people knew, if you have a problem, where to go. You know, I walked people through creative which a lot of times, especially in what we do. Not everyone is, you know, a lot, not everyone needs to know all of the creative points or exactly the schedule for every little thing. But I really wanted, especially on day one, I wanted everyone to be on the same page, to know what we were doing in the field, that level of comfort and teamwork, because I've been on shows before where you come in day one, and it's like they expect, hey, it's the first day of filming. We're gonna do an hour of ESU equipment set up, and then we're gonna be filming. And it's like, I don't even know who in the heck to ask for anything. I didn't meet anyone. I don't know, you know, I walk up to somebody and ask if they know where the coffee is, and it's the director, you know, it's like, so it's one of those things where it's really important, I think, to set that tone early on. And then when you do that, I think it gives you a little bit more leeway, like, I have a tendency to be a little bit more. High energy. You know, I get nervous. Sometimes I get, you know, sometimes I get my emotions. My emotions start to kind of take over at times, before I check, put them in check. And I always let people know. I go, Hey, look, I want you to know any bit of me that is micromanaging is not coming out of a place of not feeling like you can do your job. It's just that I have a bad memory sometimes, and as soon as things pop in my brain, and I want to know if it's happening, I'll ask you, and please never take offense to that it's not coming from a I go, and I always let people know if I actually am having an issue where I'm maybe not I'm feeling like things could be stepped up. I will come with to you, and I will tell you, I will be 100% honest and open at every point with that stuff. And I think people appreciate that, because they at least they know, like, there's no you know, I don't want to be the person that they don't know where I stand. You know where they're like, oh, I don't know if you how he feels about me. Like, I want people to know that I have their back. I'm there to support them. If there's a way that we can be doing it better, let's figure it out together. But if it's just me being crazy, like, that's just kind of part of my personality, and I will do my best to diminish it and be respectful or, you know, and just, I'll do my best to diminish it and not seem like a crazy person. But, you know, we all have our moments, and I think coming from the beginning, and just setting the tone of all of that on set is so important, so that everybody knows where they stand and what's going on.

Dave Bullis 16:31
So just, just with that, you know, with taking all that, Phillip, what was so, what was like, the worst onset experience that you've ever had,

Phillip Andrew 16:39
The worst onset experience,

Dave Bullis 16:41
Like, like, and you don't have to get like, too much into details, but maybe I'm not looking for you, like, name drop or anything. Oh no. When people hear stuff like that, they're like, Oh man, I can't tell the story. I'm like, no, no, just I want to hear more about the situation, rather than the person you know and how you resolve stuff like that. Because whether it be like, you know, an issue with a person on set or a location falling through, any of that stuff, you know what I mean?

Phillip Andrew 17:06
Oh yeah, man. Oh, dude, locations that locations falling through happen so much that we can't, I can't even, you know, it's not even a big deal anymore. I remember hearing I worked this is, this is actually a cool, fun story that that I'll tell, and then I'll get back to mine. But like, I worked on a project a few years ago with Wes Craven. There we go, name drop. But no what? He was such a he was such a great dude, and we so talented and so caring. But I remember we were on set and we were shooting this project that was kind of like a horror, horror film directors competing against one another. And I remember one, they were having an argument on set. Like, one of the teams were trying to fire their director and replace it with another one, and they were all arguing and fighting. And I remember one, one of the directors stood up and was like, you know, this is BS. I don't, you know, I don't want to be a part of this anymore. Like, I don't even, like, this isn't it's not going as planned. And Wes immediately Stephanie's like, whoa, whoa, whoa, whoa, who told you it was going to ever go as planned? And he and he took it, and he had a moment where he was like, he took a coachable moment and was like, Look, when we were filming, scream, um, like, I guess the story goes, like, a few days before they got ready to film, like they're date. They're like 72 hours out from filming. And if anybody knows this and I'm telling you wrong story, please correct me. But this is my way of this is my understanding of how it went down about 72 hours. 36-72 hours before they started filming. The high school that had signed off on everything that they were going to film at someone from the school board finally read the script like they had approved it, but no one read the script, and then they read it, and they're like, Whoa, no way. We are not allowing this to be filmed at our high school. And they pulled they pulled out the high school, the location pulled out like 3672 hours before they were supposed to film. And they had to scramble and find a whole new a whole, like, that's not an easy ask. That's not like, oh, we need another coffee shop on the street. Like, that's a massive, you know, anyone that's ever booked locations knows how the bigger their location, though, those are difficult things. There's a lot of people that have to sign off on that, and so a lot of work went into it, and then all of a sudden, you know, it just, that's how quickly things can change. And if you sit around and if you get worried, if you just, if you focus on problems, you're done. If that's all that you focus on, if you are a person that only sees problems, you're going to get crushed. If you can be the person that sees solutions everywhere, opportunities everywhere. You know, possibilities now you're now, you're in, you're adding to the winning success. Like now you can get into a thing where you're doing well. And I think that that's, um, you know, that's something that you have to do, is really stuff, you know, I told this, I tell this story a lot. I had a, one of my first bosses is a amazing executive producer named he. His name is Eli Holzman, and I love the guy. He's He's amazing.

And I told the story earlier, and it's funny that I'm telling it again, but you know, I asked him when I was early in my career, I was probably 23 years old, and I asked him, Hey, man, what is, you know, is there something of advice that you can give me? And he said, you know, just always be, always bring solutions. Don't bring problems. You know, if the car breaks down, don't come to me and say, the car broke down. Come to me and say, Hey, man, the car broke down. But we have option A, and we can either pay, you know, $400 to get another car out here. Option C is pay. Or option B is $600 to have somebody come out and fix it and it's going to take two hours. Or option C is we just drive it into the LA River, and then we never we act as if it never happened, right? Like he always talked about solution, solution, solutions, and just that, I mean that that lesson has been monumental for me, because, yeah, the first instinct is when something goes bad, is to want to shut down and get sad and angry and kick things and and, you know, you want to blame someone, like it's just human nature, like we're all these little kids that now have grown up pants on and so we want to get mad. But you know, now, I think that's the biggest thing for me, is just always knowing, like, no matter how bad it gets, there's a way to get through it, and you got, you have to be able to find the solution instead of focusing on the problem.

Dave Bullis 21:34
Yeah, it's the Art of Problem Solving, as you know. I, I've been saying on the podcast before is, you know, how do you solve a problem without creating an equal or greater problem than the one you're trying to solve? And, yeah, and being a problem solver rather than a problem spotter, you know? I mean, you get those people on set, man, where, where they you hire them as crew, and they come up to you and they say, Hey, Philip, you know this, this location fell through the car, got a flat tire. What should we do, and you're like, well, you're supposed to be here helping me. Yeah, come on,

Phillip Andrew 22:07
Yeah. It's always a little frustrating at times, because you know you, I try to really let people you know you really empower. You want to empower people you know. You want to let people know that you know what? You act as if, I remember, I had somebody tell me when I was young in my career, he's like, Yo, you got to act as if, like, if you don't do this, it's not going to get done. So what would you do? You know, and really, like, I think most of us, when we don't take that action, it's either a we just don't care, right? Like, we don't care about it, and we're super, you know, D gap about it, we just don't care anymore. Or we're afraid, and we're afraid we'll make the wrong decision, and we want somebody to back us up, and we're, you know, or so. It's like, almost, you know, I remember with somebody, I read it in a book once Brendon Bucha, it had this quote, and it was like, when action is required and a person doesn't act, at best, they're lazy, and at the worst, they're a coward. And it's like, man, like, I use that for any life, but to make that to how do we relate that to set it's like, there are those times where it's like, if you're not willing to make a decision, you know, you're being lazy or you're being a coward. And I've had to do that with myself many times, and especially in as much as I try not to be the guy that, like, hangs on money or finances and things like that. But there are times where I I've stopped and been like, Yo, dude, the paying you a decent amount of money to make these decisions, like, do it, like, figure it out. Like, this is on you like, you can't just, you know, like, for me, it's like, you're not a PA anymore. You don't get to just, you know, sit there and yeah, and do exactly what you're told. Like, as a PA, that's what it is being a PA production assistant is all about. Be quiet, be friendly, smile, do everything that's asked of you, and kind of, you know, stay out of the way, but be there and help, as much as your extra set of hands. When you start producing projects and directing projects and taking on greater responsibility, and the money is there and you're getting paid, and like, you have to be able to make a decision, you know, and it's like, by sitting by and doing nothing, or only, like you said being the person that only brings up problems. You're you're not going to be the person that that gets hired back or that gets a reputation of being the guy who can fix problems. And it's like, if you can be someone that fixes problems or sees problems and fixes them before they even happen. You know, like every firefighter would love to be there moments before the fire gets set, you know, because once it gets out of hand, then it's a lot of work. It's like, if you can be the person that notices and knows how to fix things early on before it becomes this raging, you know, fire, then you're going to keep getting work, and that's what it comes out. You're going to keep getting work, and you're going to make projects. More fun and enjoyable to work on. Yeah, I think, yeah, your point was great. And then I decided to talk for 15 minutes. So,

Dave Bullis 25:09
No, no, it's all good. It's all good Phillip. And I want to ask you too about how you know, how you know you got started in all this, because, you know, you mentioned Wes Craven. You mentioned working with Phil lot. So I wanted to ask, you know, you grew up in Michigan and you moved out to LA, you know, so at what age did you decide, you know, to move out to LA?

Phillip Andrew 25:30
Yeah, so I was about nine, and, you know, I'm that kid, dude. I grew up 10 minutes from downtown Detroit, on the side, just outside of Southwest Detroit, and I've always been that, that Midwest kid just in love with everything movies, everything California. I, you know, I joke that I wanted to be, I wanted to live the movie, clueless, like I legit, like that guy. I wanted to, you know, I grew up in watching that movie with my sister, and I just loved it. And, you know, I wrote a paper when I was like 13, about moving to California. And so I think that dream has always been there. But for me, you know, I got, you know, in media productions and creating, and, you know, I did a little bit of theater when I was younger. And so I was just always around creating entertainment. And so when I went, I went to Michigan State University after I graduated from high school, and, you know, went out, started, you know, did the business thing for a while, because obviously I was terrified of putting all my eggs in one basket of entertainment. But I moved. I ended up messing up my GPA, pretty, pretty bad. I joined a fraternity, started drinking and partying, and that became a whole nother. That's a whole nother story for a different podcast. And but, but, you know what? Things kind of, you know, ended up where I screwed my GPA up so much at Michigan State that I was going to it was going to take me a few more semesters to get into the business school. So I said, You know what? I had already started taking my film classes, my film and TV and radio, and I loved that stuff. And that was where I felt like I really came alive and really enjoyed it. I was like, I'm going to go after this and see what I can do. And, you know, I was, I was lucky enough to be able to do a couple of internships and really get some things finished. And I was able to finish college this semester early at state, and was getting ready to move out to LA, excuse me, was getting, you know, getting ready to move out to Los Angeles. And 11 days before I moved to LA, I got popped for a DUI, and it drastically affected my ability to move to California. So it took me a year to kind of get everything square, you know, squared away with the courts and kind of my path with with, you know, alcohol abuse and all that stuff. That's a whole nother story. But so I ended up going to, I stayed in Michigan for a little while. I worked at a radio station, and then when I was 23 I was 23 is when I moved out to Los Angeles. I had never been west of Wisconsin. Didn't really know anyone. There were a couple of kids that went from my high school that were, you know, five or six years older. So I did have one or two people that I could at least kind of ask some sort of advice on. But I really didn't know anything. I didn't know what I was doing. Didn't really even know if I wanted to do Film TV. I was still in the mindset that, you know, 20 people got in a room and came up with an idea and then they worked into, you know, made it like I didn't understand the industry at all. I did not understand how segmented things were. I didn't know how different it was to work in TV versus, you know, TV versus commercial versus movies. I didn't even know reality like, I didn't even really know what reality TV was. You know, I'd seen the real world and some of that stuff, but I didn't even realize how different and segmented a lot of the industry was so I get to California, and I move out, I don't know what in the hell I'm doing. I get a job working at vitamin shop. I get a job working at pack sun. I was doing extra work. I was doing, you know, I've been a DJ since I was 17, so I was DJing, and I'm just doing all this stuff. I'm doing clerical work in office buildings and just trying anything to just make rent and make it work. And, you know, I'm sitting here one day, I remember calling my dad, and I'm like, I have, I've got a four year degree from a Big 10 University, and I'm sitting here folding little kids board shorts and selling old women Metamucil like, what is going on in my life like I'm never gonna get hired. And this was right in 2009 right in the middle of the writer strike out here in Los Angeles. So work was tough, and I remember going, I would just go door to door at places, and I would go door to door at production companies, trying to meet them. I'd go to work, I'd go to the gym, I'd go play basketball, and then I would rinse and repeat. And that was my cycle of what I would do. And I wish I could tell you that one of those production companies called and wanted to hire me. I wish I could say that one of my job interviews went well. I met a guy playing basketball, and I was having a really good game, and I was pissing him off because I kept scoring.

So we are battling back and forth, back and forth, back and forth. The game ends. We start talking, and he ends up being a Midwest kid. We start talking a little bit. He's getting ready to get promoted. As soon as he found somebody to take his assistant job, and he brings me in the interview. I get the interview, and I start, and that was my very first job. Was from a guy working or playing basketball at the park. And that guy, his name is Kevin Bartel. He's a great friend of mine. Still. He runs a production company now here in Los Angeles. And you know, he's, he's such a rock star. He's amazing. And like, we met playing basketball, and like, that's how it was for me. And I started, I got that first job, and the job was me taking the assistant job for the guy, Eli, that I spoke about earlier. And you know, the first show we were doing, when I started, they were they had just finished post on the first episode, the first season of a show called Undercover Boss on CBS, and which was a massive show that, at the time no one had heard of. So I was like, working at a production company no one had heard of, on a show no one had ever heard of, and then it blew up, and it was like, that was my first job I got, just got, you know, but the thing I always tell kids, like, I'll try to mentor kids from Michigan State, and I go, Hey, look, I can't tell you to go play basketball every day, and that's where it's going to be. But what I can say is, if, if it wouldn't have been, if it wouldn't have been Kevin, if I wouldn't have met Kevin on the basketball court, I would have met somebody at the gym, or I would have met someone at an alumni event, or one of those production companies I would have win, would have eventually worked out. It's like you don't know. You don't always know what path is going to open. You don't know what door is going to open. But that's why you just bang on a ton of doors and you just, you know, I always tell people, the best thing you can do is just let people know what you want to do, you know, let them know that you're just hungry and ready and you don't know, yeah, hey, I don't have a ton of experience, but I'm excited to learn. I'm ready to get into it. How do we make this whole thing happen I'm in and I think that that the attitude, I don't know, when I hire pas, I hire on attitudes more than I hire on your experience. You know, like, what's your resume going to tell me what that you are really good at, like, getting water, like that, or that you're going to get coffee, or you can lift 50 pounds over your head. Like, what it's more about your your personality and how you like, what do I see out of you? Are you hungry? Do you want to learn? Are you ready to really get in this thing? Or you just like, I'm in LA, whatever? Like, you know, my buddy, my buddy, works on the show, so I guess I can work here. Like, I want people that are excited, you know? Because I know how I was when I was starting out, I know how eager and excited I was, so, yeah, maybe selfishly, like, I want to hire that I want to hire, you know, you know, people that are excited to be around this, because I love it, you know, I love it so much I want to be around other people that love it. And it's like there's so many people that do care and want to make entertainment, and they're passionate about it that, like, I don't want to hire people that are just there looking at it as a paycheck. You know,

Dave Bullis 33:28
Yeah, yeah, you can. You can teach somebody how to do a job, but you can't teach them how to be a good person. Totally, yeah, which is something I've learned too, because I made the mistake one time. Phil is, should I call you Phil or Philip? What you prefer.

Phillip Andrew 33:40
Hey, whatever feels right, man. I jump back into, you know, what? People ask me that all the time, and I joke, like, when I hit 30, I was like, I guess I'm Phillip. Now, you know, or somebody, somebody told me the other day on set, they were like, well, once somebody, like, once someone is your superior, you call them Phillip. And I go, I don't know how this is going. Like, I or I'll say, if you're from the UK, you have to call me Phillip, because it just sounds better in that accent. But no man, Phil, Phillip, whatever is easiest, whatever works. Man, it's all good.

Dave Bullis 34:08
Yeah. Definitely Phillip sounds better with a British accent, I will admit that. But everything sounds better with the British accent. So very true on set. You know what? I have. Everyone call me. I have. Everyone call me bullous, because that's every, yeah, all my friends call me Bullis everywhere, and they're just like, bullets. I'm like, yeah, just call me Bullis. Don't call me Dave or David. That's fine, and just call me Bullis.

But because it's a it's a strong name, you don't say I'm like, it's a great, it's a great last name. What's the, what's the background, what's the, what's your family's heritage?

So on my mom's side, it's Swedish and Irish, and on my dad's side, it's English, particularly from Wales, and that's actually where the last name comes from, by the way, it's English. I mean someone who tends bulls and and if you can, believe it or not, I don't know if you ever seen me, but I actually have a my my dad's grandmother was 100% Cherokee Native American. And so if you look at me, I look like the whitest guy on the planet. So, but like, technically speaking, I'm like 10 to 15% Cherokee? Oh, no way. Yeah, but, but I don't look like it at all. I think the I look much like an Irish, English guy.

Phillip Andrew 35:31
That's cool, man. I love that. I always love. I don't know why I'm always fascinated with with that type of stuff, like where, you know, like heritage and things like that. I'm, I'm 50% I'm 50% Well, we're all kind of a mix of things, but I only claim to and so, yeah, I'm Polish, and I'm Romanian, and on my this this past year, I took a trip, and I did a little mini DJ tour through Europe. But while I was doing that, I also got a chance to do I went to meet some family in Poland for the first time. In Warsaw, Poland met some cousins, and got to meet them for the first time in person. And then I went to Romania. And I went to the little villages, the two little villages in Transylvania, which I guess I didn't even realize that was a real place. I kind of thought it was just made up. But so I went to Transylvania, where my great grandparents were born and raised before they moved to the US. And, man, it was just cool. Like, you know, I had one of those moments where, you know, and I was getting all emotional, you know, just because I had been there, you know, I had been on the road for like, you know, three weeks, four weeks, and I'm on the road that connected the two little villages, you know, and I'm like, Oh my goodness. Like, I can, you know, for the first time in in my life, like my great grandparents no longer seemed like these old dead people, but they were these, like, Oh man, I can picture the like, the 19 year old version of my or the 19 year old great grandpa, Grandfather walking this road to go see this woman he just met. And like, I don't know, it gave me such a like, I love that history, and it's just really, it's, I don't know, I guess I'm getting I'm getting more emotional in my as I'm getting older. I don't know, but it was just really cool. I love, I love that idea of, like, understanding where, where we come from, in the history of our families and whatnot. We've totally gotten off the topic of production. But you know, that's what happens with me sometimes,

Dave Bullis 37:21
No, no. So it's all good. I have a tendency to do that to people. People go on this podcast all the time, Philip, and they're just like, Dave, I just have a tendency to ramble when I'm talking to you. I don't know what it is. I go, that's a good sign. I take that as a compliment, a very high compliment, totally Yeah. But yeah, you know, you always want to know where you come from. Eventually, you know? And it's a funny story, because I actually was gonna reach out to some of my relatives in Wales, and then I was just watching this British show called Black Books. And Black Books was kind of like, it wasn't really a hit, but it was. It was a fantastic show. And this one character named Fran, wants to get in touch with all her relatives, right? She's like, I've never seen these people before. I just want to, you know, connect with my family. And all they did was they basically used her as, like, some kind of, like, Pack Mule. And they were like, Oh, wow. They were like, Oh, you have a car, we need a ride somewhere. All you have money, we need some money. All you have a house, we need to move in. It's like, and she goes, I'm so sorry I ever did this. And I just kind of thought to myself, What if I reached out to some relatives, and it's all they did was basically try to, like, use me for anything they could.

Phillip Andrew 38:27
Oh, man, I think it's worth risking. You never know, but yeah, that's crazy. That would be Man, what's well, what's the one show the Sneaky Pete That's on? What is that on Netflix or on? I don't know what channel is on, but it's that idea. Rabisi is the, the lead, and is, yeah, did that idea that he, you know, came in and he convinces this family that he's someone else. And that's that was scripted, but that was actually, there was a show. I don't know if you ever saw it. My my buddy, Phil, lot, it's funny. We bring him up. He actually did a he did a documentary a few years ago called imposter. And if you guys haven't seen it, it's in it is fascinating. And it's about this guy who, you know, convinces this family that he is this missing child from years and years and years ago, and he he gets into this family. And it's the whole story of him, like infiltrating their lives and why they think that they want it. Oh, man, it's just, it's really, like you're watching it, you know, I love documentaries that I watch and I go, this is there's no way this is real. You know. Like, how did this happen? Like, I think, you know, the the two strongest, I'm sure there's many more, um, you know, I'm oversimplifying, but like when I watch documentaries, the two amazing things that I always notice is, like a if I'm sitting there and I'm going, Whoa, there's no way this is real. I'm waiting for them to say, This is bullshit. How is this even possible?

That always catches my attention, and then I think it's so amazing in documentaries when it's totally just right time, right you know, right time, right place. You know those documentaries that start out about one thing, and then something crazy happens in just by chance, in the time that they were filming. And then it's and then all of a sudden, you're, you're capturing all these other things, like, Have you, have you seen, have you been watching Flint town on Netflix at all? No, I haven't. So Flint town, it's all about Flint, and obviously the Flint water crisis and all of those things. But, you know, the fascinating thing was just they were there when they went there to kind of do the Flint water crisis, and what was happening in Flint with the water and then, but they were embedded with, like the the police force, the flint police force. And then while they're there, was when we started having all of these, all of these cases coming up about police brutality, and, you know, some of the deaths and things like that. And so it was, so you know, to be able to be there documenting police officers as they are experiencing and as they're learning about these things, and seeing their reactions, and then being able to compare that to how we were reacting, as, you know, as as people in society, it was just, it really was fascinating, because it's one of those things where you're like, they weren't late to the story, you know, like they weren't trying to catch up, like they were catching it as it was happening. And I think that's what makes, I don't know, for me, that's what makes a lot of that stuff really, really exciting.

Dave Bullis 41:39
Yeah, it's, I love movies and TV shows where, you know, characters, like a pathological liar, like, like, American Psycho that, that example, you know, even stuff like, you know, some of the other stuff that's come out, where just find, like, the character is just a, you know, just a complete, come, you know, pathological or compulsive liar, and the TV show, what was it called? It wasn't, I can't want to say Firefly, but that wasn't right. But there was a TV show where the the character basically took the role of a, of a of a sheriff. He took over his identity. It's Chris. What the hell is it? I forget it, but basically he and the Banshee, that's what it's called, Banshee. Oh yeah, yeah, okay, so, so he took over the his whole life, and basically said, I'm the new sheriff, and this and that. So that, that, that that was actually pretty cool, you know, pretty good as well. But, you know, a lot of these shows now, there's so many different channels and stuff like that. There's YouTube, there's Netflix, there's Hulu, there's all this, all these channels. You know, this is the golden age of TV, but it's also incredibly segregated on all these different channels.

Phillip Andrew 42:48
Yeah, it's, it's crazy. There's so much, there's so much going on. And I think it's, you know, we joke. We've been joking for the last couple years. Like anybody that tells you they know what's going on is full of shit.

Dave Bullis 43:00
But what William Goldman said, right?

Phillip Andrew 43:03
Yeah. I mean, it's, it's, it's tough, man. I mean, it's, you know, I will say, like, I've been lucky to work on, on some, you know, some Netflix shows and some YouTube Red shows. We're actually, I'm really excited. I'm gonna humble brag here for a second. One of the shows that I, that I helped produce, is up for a Daytime Emmy right now. So we find out at the end of the month if we won this Daytime Emmy, which would be just really cool to be, you know, and it's for outstanding educational programming. So it's like to be able to we did a show called minefield, which was all about science and psychology with a with a great guy named uh Michael Stevens, who runs a YouTube channel called V sauce. And it was like to be able to create a show that is educational and entertaining, to where you know that you're to know that you're reaching kids and people in general. But he has, you know, a younger audience like to know you're being able to reach and educate kids that are hungry to learn. You know, I think there's this, there's this stereotype that kids these days don't want to learn and all they want to do is play on their social media. And I mean, our channel shows, and there's a lot of there's a lot of educational programming out there on YouTube that kids can't get enough of. And I think it's really encouraging to see so many kids that are interested in science and interested in math, and they want to learn, and they want to figure things out in psychology. And I think it's really, it's really special, so that, I digress, but yeah, with all of the networks, it's hard, man, it's really hard to know what's going to survive. You know it because, you know, the internet has created a nice, beautiful, new place where it doesn't need to be 22 minutes exactly. It doesn't need to be 44 you don't have to have the ACT breakdown at the exact spot for the commercial break. You don't need to, you know, networks, you know online, they don't have to guarantee 24 hours of programming. Every single day, like a lot of the stuff do on cable. So it's opening the doors for some flexibility, and there's gonna be a lot of shake up, and there's gonna be some winners, and there's gonna be some losers, and it's gonna take a little bit more time for us to figure out how everything is gonna shake out. But I think there's, it's like anything right, like you can either look at the problem of it, or you get out in front of it and see the possibilities and the opportunities, and know that we're at a space now where you want, if you want to create something, if you really want to create something, there's no excuse. There's really no excuse for not creating in in this day and age with the accessibility to cameras, the accessibility to editing, to music, to if you want to be there is no there. Now it's difficult to be seen. That's true. It's there's a lot of clutter, there's a lot of noise. It is not the easiest thing in the world to get attention, but if you have a CR, if you're feeling, if you have creativity inside of you that you want to get out, that you don't, and you feel like you don't have the resources, you are not utilizing your resources, because there is so much to get out there. And if you want to be creative, there's no excuse for not being creative in this day and age.

Dave Bullis 46:21
Yeah, it's like, Hey, man, this podcast is something I started to just to be creative. You know, I started this a few years ago, just to be creative. And the barrier to entry to starting a podcast is literally so low now you can so low. You could start one on your phone with the with, like a pod, with the pod bean app, which is why my host, they actually, if you launch the app, you can start recording a podcast even through the app. So you don't even need another app for that, and you can edit it right there and then upload it. And there you go,

Phillip Andrew 46:51
Which and I think that's why, that's why you know, as we start to wrap up here and we bring it back home, I think that's why the power of the story is so important, because now where you do have a lot of competition, because the barriers of entry into a YouTube channel, into a podcast, into a short film, the barriers of entry are so low, but people Still have a high expectation of content. So if you are making, you know, you can buy a $200 gimbal for your iPhone that you already have in your pocket, and you can buy a little recording device for the audio, and you can make a pretty damn good video for 300 bucks, if you got the right people that are willing to help and work on it, and then you can do some really great stuff, but if you do not have a story, if you don't have a compelling reason why anyone should even listen or watch or care about your project, it's going to be very difficult to get any type of visibility with it. So I think that's why I, you know a lot of the kids, and I see that now, a lot of kids coming out of school, or certain schools, or whatever they they'll send me their stuff, and I'm like, cool. It looks great. You understand that if you shoot it in high speed, and you're shooting 60, 120 frames per second, and you slow it down behind some very epic feeling motivational music that it's gonna look cool and look cinematic. Yes, you nailed that. But what do you want me to do now? You know, what is your call to action? You do you want me to open my my wallet and pay you money? Do you want me to call my mother and tell her I love her because I haven't talked to her? Do you want me to cry and miss an ex? What in the hell do you want me to feel now? And I think that that is something that we as as storytellers, as filmmakers, at television show creators, podcasters, we have to understand, like, what is it that we want to what? How are we serving that's what I'll say. How are we serving our viewer? And if we don't have an answer for that, if we don't know what our viewer is going to get out of what we're giving them, then we probably don't have strong product, you know? And it's and then we've just, we've we've created, we've created content that doesn't that's never going to really resonate with anybody because it we didn't think about who was going to consume it. We didn't even care. So I think now nowadays, we have to be that much more disciplined and intentional about understanding what we want to create and who we want to create it for, and then how are we going to do it with a great, powerful story, and then executing that? Because it's not it's just not enough anymore to just throw it up online and hope it gets found. You know,

Dave Bullis 50:04
Yeah, that's very true. I think those days of kind of like throwing that Hail Mary pass are pretty much, I don't want to say they're over. I don't want to be definitive, but I it's a lot harder now, because there's just, there's just so much content being made, you know, and there's just so much stuff being on there that the probability of anything like that happening is just so low. Now it's probably less than 1% but, you know, I know we're winding down, Phil, so just in closing, is there anything that you wanted to, wanted to say to sort of put a period at the end of this whole conversation?

Phillip Andrew 50:38
You know, I guess the first thing you know, the the annoying social media plug, I'll say, you know, you guys can find me on, on, you know, Facebook, Instagram, all that stuff at Philip, Andrew, LA, I have an email account. I'd love for you guys to email me if you have any specific questions, whether that's wanting to work together on a project, or if you're, if you're listening this, and you're young and you're still in school and you just want some advice, I'm always willing to help as much as possible. So reach out. It's Philip, Andrew [email protected] so please connect with me. I'd love to, I would love to talk with you guys any way that I can and help out anyway. I think my last you know, what would be my? What would be my? My takeaway from all of this is, you know, it's if you're listening to this in your you know, I think we already talked about some stuff for for people that are younger in their careers, about getting started and how to do that, and we talked a lot about that. If you're listening to this and you're interested in production or TV or film or podcasting or any, any type of that creative stuff, and you are struggling to either get things going, or maybe your career isn't exactly where you want it to be, or you want to be doing more. You know, I always love this phrase, you know, it's like, it's never too late to be what you might have been. And we get caught up in our heads about where we're supposed to be in life, and what success we should have had at this point, how much money we should be. We have these expectations. And the truth is, you know, we're just you all we have is today, and that's all that we have. And we don't know what's coming tomorrow. We don't know what's going to go ahead. You know what's gonna happen, how life is gonna shake out, so go for it. Just make a decision. Make a decision of what you really want. You know if you want to, if you haven't written that script, if you haven't worked on any film set, if you haven't worked on one in three years, if you know what, no matter how big or small your your situation is, all I'll say is just get moving on it. It's it's all a big thing is just making the decision of what you want to do. And then also one, one thing I love to say is like, write it down. And write it down. Write down that goal. If it's to make X amount more money next year, if it's just to have X amount of episodes of your podcast done, if it's to create some whatever your goal is, be definitive. You know, you've got to have some clarity for your for the purpose, and then what's the action involved, you know? And so I think that's really important is, is figure out what you want and write it down, and then start taking the steps towards it so that you're able to achieve that thing. And it's never too late. It's never too late to be what you might have been. And you're never you're never too young for something. You're never too old for something it all had like, those are just lies that you're allowing that are preventing you from really getting into stuff. So so go after it. If you guys are creative, and number one, I appreciate you guys. If you're still listening this long to me, go on and on, I greatly appreciate it. And I really hope that you'll send me an email and let me know. But yeah, just keep going figure it out. Be very intentional about what you want. Write it down and then get out there and start making it happen.

Dave Bullis 54:11
And that is an excellent way Phil to end the interview on that note. Everybody I will link to everything that Phil and I talked about in the show notes at davebullis.com Twitter. It's at dB podcast, and my personal Twitter is at Dave_Bullis and Phil. I want to say thank you so much for coming on, man. Again, we were two strangers who met on the internet. And to bring you back, right?

Phillip Andrew 54:35
I love it. No, I greatly, I greatly appreciate it. I'm only going to call you Bullis from here on out. I love it. It's a great last name. I'm so and I'm a big fan now, man, so you let me know any way that I can ever help out, any way I ever can be of service to you, my friend like, feel free always reach out. We are now friends, bonded through the interwebs and and I greatly appreciate you letting me go. Come on and and hear my voice so.

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BPS 405: How to Shoot 360 Video & Actually Make Money with Josh Gibson

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Alex Ferrari 0:10
So I've added on the show Josh Gibson, who is a three, a 360 video specialist. He's the founder of 360, video academy.com. And is a pretty much you know, kind of knows what he's talking about when it comes to 360 video, so I wanted to bring them on the show. So we can kind of explain it to us layman's on how you could do it, what the cost is to get into it. And if you can even make money as doing it as a filmmaker, so I won't waste any more time. Let's get right into it. Enjoy my conversation with Josh Gibson from 360 video Academy. I'd like to welcome to the show Josh Gibson, man. Thanks for coming on the show, man.

Josh Gibson 4:24
Hey, thanks so much for having me, Alex, it's good to be here.

Alex Ferrari 4:26
I wanted you on the show. Because I am just dangerous. I just know enough to be dangerous in the 360 world. So I wanted to get a professional to come on and i'm gonna i'm just gonna beat you up with a lot of questions if that's okay,

Josh Gibson 4:38
now that's totally great. Shoot, I'm glad you're excited for it.

Alex Ferrari 4:42
Cool, man. So let's first and foremost, what the hell is 360 video for people who don't know?

Josh Gibson 4:48
You know, that's a good question. It's kind of something that's been around for a while. I mean, you look at like Google streetview. You look at, you know, virtual tours on maybe some real estate sites like it's sort of this technology of you know, the three Under 60 degree panorama has been around for a while. But it's sort of been stuck in this the still world until, you know, a few years back when people started messing around with GoPros. And, you know, trying to get smaller cameras and putting them all together so that they're shooting in all directions, and trying to capture 360 degree video. So that's kind of where, you know, the explosion happened. And when people started realizing, hey, you know, GoPros not too expensive, you know, and this, a lot of companies like color, and, you know, other companies, including GoPro started seeing a real future in this. And yeah, they started building software for it. And, you know, and the rest is history. So it's basically putting a bunch of cameras together, shooting in every single direction, and sinking all those cameras up and then stitching them together later on a computer. So it's kind of a process, but, you know, pretty simple, simple, you know, you're wrapping a sphere around a video and, and, you know, that's how it works.

Alex Ferrari 5:54
Now, there, there's, I mean, from the point of GoPro rigs, now they're actually coming out with cameras that are built into a sphere, I saw some of them in cinna gear last year, and companies are coming out with those by themselves with their own proprietary software and things like that. Is that correct?

Josh Gibson 6:10
Yeah, yeah, that's, that's actually really Yep, exactly. Right. So there's a few cameras that technically I think there's one that shoots 270 degrees, and it's just one lens with one sensor. But as a matter of getting the full 360 degrees, you actually still technically need two cameras, at least. And there's some like Kodak makes a couple the SDK, you know, where you put two cameras back to back basically, with super, you know, fisheye wide angle lenses on each one of those. So you basically have to, you know, half domes that you're getting and then you're just wrapping them together, or that you're, you know, joining them together and aligning them. But you know, yeah,

Alex Ferrari 6:47
but when you're dealing with 360, though, I mean, the kind of 360 that I've seen that looks good is somewhat distorted, but not completely distorted like a fisheye would be. So that's good. I mean, that's what we're kind of going for, right? It's not like this kind of distorted, fisheye, because if that's the point, then we're back in BC, Beastie Boys videos back in the day, right? Yeah, so

Josh Gibson 7:09
I mean, yeah, that's kind of my opinion, too. I think there's, I mean, the Samsung Gear is obviously another example of, you know, the two camera system, and those are great, and they work pretty well. But the issue you run into with those two, two lens systems is obviously at the very edge of any fisheye lens, there's going to be distortion pixels are going to get stretched. So if you're going to be trying to stretch those back out to make them undistorted in a 360 degree, you know, viewing space, you know, it's gonna be a little bit blurrier. You're gonna see some, you know, aliasing or whatever, on those edges. So that's why people started moving into the, you know, multi camera rigs where you have, you know, 10, GoPros, 20, GoPros, or, you know, any other small camera like the Blackmagic, you know, camera that you can put it on there. So people have been experimenting with all sorts of different setups. But obviously, the other downside is when you add more cameras, you're going to run into more stitching complications. With all the weird lines and stuff. We'll get

Alex Ferrari 8:00
into stitching later. Yes. I have questions about stitching. That one's fun. everyone's asking, like, what the hell is stitching my door? We'll get we'll get to it soon enough, ladies and gentlemen. So a real basic question is what's the difference between 360 and VR? virtual reality? Because they're kind of similar?

Josh Gibson 8:20
Yeah, yeah, they are really similar and they're used interchangeably a lot? That's a really great question. So VR, you know, if we want to throw the dictionary at it, is basically kind of like the video games that you see out there where people are walking around in an actual 3d space, they have goggles on, it's usually hooked up to a really high powered PC or something, a computer, and they also have those little things are holding in their hands where they can interact. And you know, you see the cool video games where you're shooting zombies all around or something. So that's VR where you can interact completely with the environment you can walk, you know, with your actual two feet, and the goggles on your face are basically just you know, re, you know, displaying what you're what you should be seeing in the video game or whatever. So there aren't a lot of actual VR video if you will. But so and before I get into that, sorry, I'll talk about the difference. So 360 video, on the other hand, is basically captured video wrapped in a sphere around a user and the only thing that the user can actually interact with in the video is where they're looking which direction they're looking at. The filmmaker still has control basically over how tall that viewer is and where they are standing in that space. So with 360 video, you can look around you can move your phone around if you're watching on a phone or a tablet or whatever or on a computer you can click around and move you know your direction but you can't actually walk you know anywhere you can't say oh what's that rock over there? I'm gonna go see what's behind it you can't do that quite yet with with 360 video but in a VR world that's it's all built on a computer so everything is you know, all the data is there you could walk around and see what's behind the rock you know, etc, etc.

Alex Ferrari 9:56
So yeah, got it. So it's a it Yeah, actually saw thing on Facebook once i was i was i think i was watching Casey Neistat with with the Samsung brig and he posted something on Facebook and it said move your phone left I'm like What does that mean? I'm like, Oh my God. Jesus this is this is witchcraft it's insane it's really it was the weirdest thing ever like how did they know it was and Facebook has I guess you could do it on you could upload 360 video on Facebook now and I was like wow that's insane like just the things you can do with that are amazing which brings me to my next question What kind of stories can you tell with 360 video Can you can you shoot a feature film with 360

Josh Gibson 10:40
oh that's Yeah, that's the million dollar question. I there's been a lot of really cool experimentation going on. So I think the big question right now at least in my mind, is you know what future does 360 video have with like documentary filmmaking versus like narrative fiction filmmaking? Right so there have been a lot of like, horror the horror genre has been obviously all over 360 because you know, you have all this new space to work with the jump and scare people. And I've seen a lot of recreations like historical recreations in 360 video and you know of course that's my background is in documentary filmmaking. So that's kind of where I've been working mostly. But yeah, the short answer is everybody's doing doing 360 and there have been falling feature films made in it there's as yeah there's been Can you name some I actually don't know the name off the top my head it's been pretty recent, but there have been a few like TV networks and stuff that thrown you know, pretty big chunks of money at VR and 360 and there's a lot of experimentation going on with it right now. So I think it's, it's been living a lot in the documentary world and I can look up some of these and give you links and stuff you can throw in the shownotes but sure. It's been living a lot in the documentary world, but I think a lot of fiction filmmakers, and you know, like horror and stuff like that have been really interested in doing it. But another kind of unforeseen, huge genre of 360 filmmaking is the education world There have been a lot of universities especially at the most recent na B when I was out there you know, I met up with a lot of you know, professors and administrators education people that were from all over the country all over the world wanting to implement VR and 360 into their teaching which is awesome because you know, obviously you can take people out on a field trip or a virtual field trip anywhere you want whether that be Mars or just a canyon up the street of the school you know, and then Matter of fact that's a project I'm working on now with a local university here is their geology department is is hiring me to do some work with them to basically do some drone footage and some really cool like virtual walkthroughs of this canyon this really interesting Canyon nearby so that they show their students

Alex Ferrari 12:52
that's insane so yeah, like she was like it like basically like okay let's go to the pyramids of Giza and yeah you know, the pyramids of Giza or the Great Wall of China or any of these places

Josh Gibson 13:01
and you can overlay graphics and put really cool you know, you know text or you could even throw you know 3d animated timelapses if you want saying like hey, this is what it looked like 10,000 years ago now it's jumped to today Stop it. Yeah. Okay, just be standing in the middle that's really cool experience right? So it's awesome and then the cool part is people can watch it on their phones now they can watch it on their tablets they can do it anywhere so you don't need to go to some fancy you know planetarium or anything it's it's very accessible so unlike

Alex Ferrari 13:29
VR, you don't need a helmet or a pair of goggles to look at 360 video as long as you have it on a it's being projected in a proper way correct?

Josh Gibson 13:38
Yeah, so right you can technically you can watch it on a computer just on a laptop or you know whatever and click around with the mouse or you can watch it you can hold your phone out in front of your tablet obviously the most ideal way to watch VR or 360 is through goggles it's a little bit more immersive that way you know with some headphones on and stuff and you know there's spatial audio which interacts the audio actually can track to your head too so there's that's a whole other topic as well Yeah, I

Alex Ferrari 14:04
was gonna say audio mixing for this must be

Josh Gibson 14:07
a bitch it's complex man it's and I'm not an audio engineer by any stretch of the imagination so I can't speak to the nitty gritty too much but it's it's there they're making it more simple. I've been messing around and beta testing for a few companies some software that basically allows you to mix the audio in like you know, a Dolby Surround sort of format you know, 5171 and then basically what happens is, you tell the cat or you tell the software where is your like your point one you know, your your base point, and then as soon as your head turns the software in either the phone or the goggles has to actually process and change and mix that audio on the spot. Come on, so yeah, it's so the Yeah, it's pretty, pretty well.

Alex Ferrari 14:53
It's insanity man. I mean, we're starting to get into Star Trek world, man. It's crazy. It's work. We're just we're only a few steps away from the from the holodeck. We

Josh Gibson 15:05
wouldn't and maybe the next thing is being able to create hamburgers from the you know, the little touchscreen.

Alex Ferrari 15:10
Oh god right imagine like teach in this just did you by the way I hope the audience enjoy enjoyed my sound effects. Know I did I appreciate it so so now that let's say we're gonna go out and shoot some stuff, what some pre shoot equipment that you would need to just do a basic 360 shoot.

Josh Gibson 15:30
So yeah, that's a great question. I mean, that was the thing with 360 cameras, you can go as small as like the Samsung Gear, or you know, codecs got one of those dual camera setups to where it's got the two cameras back to back. But really, with 360 video, I mean, you could go all the way up to the Ozo to the Nokia oza that's like $45,000 camera, you know, that's completely professional global shutter, you know, 13 stops of dynamic range kind of thing. So that one's great. But with 360 video, you can go you know, as small as you really want, you know, and it's it's kind of threatening, and it feels a little bit scary to go out and shoot it. But as long as you're holding your arm steady and or if you're on a tripod, and you're just shooting like landscape stuff, you know, pre shoot equipment, all you really need is, you know, the camera and kind of a sense of imagination,

Alex Ferrari 16:18
really? And do you how do you record the audio. So the audio

Josh Gibson 16:21
can usually be recorded on the actual device, Samsung Gear has a few microphones and the Kodak does as well. There actually are even a few, it's, I think it's called the Insta 360 it's company from I'm not even sure where they're from, but they have a cool little basically small 360 camera that you can plug into the bottom of your phone, either Android or iOS. And you can livestream 360 video now on Facebook or YouTube. So I mean, I'm sure vloggers and stuff are going to be you know, all over this and wanting to get into that. So that's kind of fun, you can be you know, taking people on a tour and stuff of you know, if you're vacationing or you know, talking to the camera, they can look at you or they can look behind you

Alex Ferrari 16:59
or, or if you're on a film set, and you want to give the people a tour of the film set that would be a great marketing for Oh, yeah, stunning, really awesome. That would blow people's mind as far as great content and great material that you can use for marketing. I mean, imagine just doing a 360 table read? Oh, yeah, of all the actors, I mean, you could do it in my mind that my marketing minds turning on now. So that would be

Josh Gibson 17:24
I'm sure they're going to implement it with Skype and with any other you know, I'm sure it's going to be a business solution here pretty soon where if you want to beam into a meeting or something, you know, across the country or across the globe, you can just sit there and it'll be like you're actually sitting there you can look around, see who's talking it won't be like a, you know, a webcam that they set up in the corner trying to you know, see everybody it'll just be a 360 camera, sitting in a chair somewhere and you know, the CEO or whoever can sit there and look around and chat and likely like that pretty cool.

Alex Ferrari 17:52
Like the Jedi Council. Yes, exactly. That's the goal. That's the goal Jedi Council boom, yes, just with better dialogue. But um, so um, so what are some of the pitfalls that you should avoid when shooting 360 video?

Josh Gibson 18:08
So with 360 video, I think one of the biggest complications one of the newest thing or not complications, but one of the biggest difficulties is a lot of creative control is is stripped from the Creator. So I think a lot of people go into it expecting to still be able to like frame the shot, if you will.

Alex Ferrari 18:24
360 How can you?

Josh Gibson 18:28
So that's kind of a new frustrating thing. And I even remember going out and doing, you know, like prevas, or, you know, tech scouts, location scouts for different shoots. And think it's kind of weird, because you stand there and you're like, Oh, that's a nice angle. That's a nice frame, oh, wait, I can't actually have an angle. You know, this isn't a 2d thing, a box where I'm saying, hey, here are the edges of the frame. You know, there's no lenses that I choose to shoot with, I can't, you know, really change a lot of the things, all I can really choose is where the person who's standing, and how tall they are. So obviously, there's still a lot of cool things you can do with that with movement and drones or whatever you can come up with. But that's kind of the first hurdle that a lot of people have to get over is understanding that when you're framing a shot in quotes, you've got to basically stand in one place and kind of look in every single direction and say, is this interesting over here? Is this interesting over there. And then you've also got to say, well, maybe I don't want it to be interesting. Other than this one little place, I want to I want to draw attention to that one part of the 360 degree space. So there's a lot of new questions to ask yourself. And that's kind of one of the bigger, you know, artistic hurdles to overcome. There's plenty of technological and other ones we can get into. But that was one of the bigger ones that I remember going through as a creator, you know, coming from the two dimensional world of filmmaking. It was kind of interesting to be like, wow, this is a totally new way of thinking and a totally new way of storytelling.

Alex Ferrari 19:47
No, I saw I was I was watching your demo on your website, and I saw you in the corner. Yeah. So which brings me to my next question. How do you hide or remove gear crew camera operator's etc.

Josh Gibson 20:01
right that's a that's a great point that's actually something I go into a lot in, you know, in the things I teach in the course. But basically you have to, you know, make a decision whether or not you can even remove yourself like I was filming at that holy color festival. And that was practically impossible. I mean, I could have tried to paint myself out. But basically the short answer is it's it's simple techniques like that you've learned in Photoshop or After Effects where you're compositing out different things in a 2d in a 2d space, like on a 2d shot. But with 360 video, obviously, it's you know, how many how many ever more times work to make sure everything gets painted out in that 360 space. So there's a few plugins like skybox metal, that are metals, skybox. Sweet is really awesome, that's the one I use. I also use a mixture of like Mocha Pro and mocha VR with, you know, premiere and After Effects, too. And I have a little bit of background in visual effects not tons, but I had enough that I could figure out basically how to convert this weird sphere video this equirectangular what they call it video into something that I could work with as a VFX artist. But it's basically the same techniques you know, as painting out people in two dimensional video, it's just being able to convert that back and distort it properly. So that it looks right in, you know, that sphere and that 360 video.

Alex Ferrari 21:18
So I was going through your site and I wanted to ask you what is auto panel video pro?

Josh Gibson 21:25
Oh, yeah, that's that is my favorite software. It's, it's basically the stitching software for it's kind of the first step in the whole process. So once you've shot everything, whether you've got, you know, 10 cameras, or you know, three cameras or whatever, basically, you obviously have a bunch of SD cards, or you have a bunch of different video files, however you get them. And what auto pin a video does is it basically takes all those videos and it will smartly sync and allows you to easily either by an audio cue or a visual clap or something, you can sync them all up. And then it basically finds all the all those little intricate points and stitches them all together. So obviously the idea with 360 video is when you're shooting with 10 cameras, you want to have overlap right on each one of those cameras so that there's a little bit of wiggle room as far as you know, how you're stitching and how you're kind of melding them together to make the edges look seamless. And that's kind of what auto pen of video takes care of, is it gives you a lot of tools to customize and to really tweak and make things look just right and there's also a partner program called autopano Giga that I believe has been around a lot longer than autopano video and autopano Giga is just basically another program that has done the still version so people that did Google streetview or that you know they're really awesome people that would go on and add 360 photos of the Eiffel Tower or something on Google Earth I remember looking at those even as a kid they all use programs very similar to autopano Giga so data panel video is basically the same thing but just for video

Alex Ferrari 22:52
so stitching basically if for layman terms is basically just because you've overlapping the video all the video frames of all the all the cameras you're using in the in the rig they overlap so you got to kind of melt them together or composite them together in some way in stitching is the term to use and that's what basically stitching is an auto panel video kind of does helps you tremendously by doing that.

Josh Gibson 23:15
Yes, yes that is exactly right. So there's that you can there's I know a few people that not a few people but there's there's people that I've heard do their stitching in programs like fusion, you know, from black magic, or they use nuke and stuff and that's there's there's plenty of you know, there's always a million ways to skin a cat as far as the post production goes. But the one I really liked to use that makes it pretty simple and gives you still you know, power user customization options is auto Pena video,

Alex Ferrari 23:40
you know, is there, but I saw some and at again at that cinna gear, I saw some setups that were doing autos auto stitching, like it was Yeah, it was automatically just doing it for you. Can you talk a little bit about that?

Josh Gibson 23:53
Yeah, they've got I mean, the Nokia Ozo has proprietary software. I believe the jaunt actually is entirely cloud based. So when you go out and shoot with a giant camera, you just upload your media to the cloud, and they do all the processing and stitching for you. But yeah, so it's pretty efficient. Obviously, it's like, you know, that's, and I'm sure you pay for it on the back end, but I'm sure it's it's really awesome. The only downside, I think, to those kinds of solutions in this isn't really a downside. But you do need to go in and add, you know, finishing touches. So if there are minor stitch problems, obviously the human eye can notice weird aberrations a lot easier and more efficiently than a computer could. But that said, I think it won't be you know, another two or three years before computer stitching is completely awesome. You know, Google's got a Google jump program. They're working with all sorts of there. They haven't opened up their API yet, but they're working with all sorts of camera companies. And they've got some really, really awesome like AI driven stitching. And Facebook even has some stitching solutions as well. So I think that's kind of the Holy Grail right now a lot of companies are looking for, you know, a seamless, a perfect 100% awesome stitching solution so that filmmakers no longer have to worry about all that, you know, technical stitching and stuff like that. But when you do want to fix minor issues or Polish things off and make things look a little bit better, or add little embellishments here and there, you still do need to work in that equirectangular format. So, but yeah, that's stitching, hopefully, eventually, I'm very sure will be automated soon.

Alex Ferrari 25:27
Now, are there any tips that you can give the listeners to do a perfect stitch?

Josh Gibson 25:32
That's Yeah, that's a, just a couple tips. Yeah, a couple of tips. So I think was stitching, the big thing is just being detail oriented. I think a lot of people either try to just run through it quickly. And you know, they don't want to really spend time looking through each possible angle of their shot. And, you know, the best way to do that is just to go through and watch it over and over again and look up stuff and make sure that it looks good. Sorry, did you hear that? Sorry, no,

Alex Ferrari 26:01
keep going. Okay,

Josh Gibson 26:02
there's a little notification that came up. But so yeah, I mean, detail oriented, I think is important. Being able to walk, watch through your shot and notice things because the biggest draw, I think, are the biggest important thing with stitching for me is, as soon as somebody notices an obvious stitch error, it kind of pulls them out of the magic, as a viewer. And obviously you don't need to be you don't need to pull your hair out about it. And you know, spend 1000s of hours making everything look flawless. But I think that's the biggest thing is to realize how important are good stitches. And then I think the other thing is, is to just identify and be smart about your shooting. That's honestly the the best advice I can give anybody is the magic really doesn't happen in post production as much as it happens in actually production and shooting. So if you shoot smart and you understand the limitations and the possibilities of your camera, then you know you're gonna avoid a lot of headaches in post production.

Alex Ferrari 26:55
Now, did you? I'm assuming you saw Justin Lin's short film help? Yes, awesome. The three there's a 360 short film. So that's a really good example of a narrative story.

Josh Gibson 27:08
Yeah, yeah. It's great. I mean, they shot that on reds. So they got a bunch, they gotta hear

Alex Ferrari 27:12
this. What's up, when you get that when you get that kind of we got just a live money. Yeah. And I think it was Google who paid for it. So

Josh Gibson 27:18
Right, right. Oh, yeah. I mean, it was a huge, huge undertaking. But yeah, that was a that was also a really good example of kind of the mixed media, if you will, of, you know, the real life captured footage from the Reds in that 360 rig that they built. But then also adding in three dimensional elements that hid a lot, I'm sure of those, you know, any stitching problems they had, they could, you know, kind of paint out, or they could hide behind a monster or whatever. So that's actually what a lot of people are moving towards. A lot of filmmakers that I've seen, they're actually shooting a lot of just kind of base plates on in actual 360. And then they actually go in and shoot a lot of the assets and all that they know the characters and things that are happening in the frame on like a green screen, just in a you know, normal studio, and then they composite those in into that 360 space. So there's really a lot of ways you can do this. And a lot of people are, you know, experimenting with all sorts of different ways. So it's really exciting.

Alex Ferrari 28:11
So what programs do you use to edit 360 video,

Josh Gibson 28:15
I just use Adobe Premiere. So it's basically the exact same thing you're editing exactly how you would normally, you know, a 2d stuff. premiere has just recently at you know, upgraded and added a kind of a 360 view button, like a toggle, you can choose on the program monitor, which is really handy. So you mostly can just it Look, you can edit and that equirectangular video format is what they call it, where it looks like it's just really wide angle, it's kind of weird. But then you can click a little button and you can actually, you know, hit play on your, your keyboard and actually watch in real time, what your viewer would be seeing or what they could be seeing. So premiere has been really good at adopting the technology as well. But luckily, it's exactly the same as, as you know, editing 2d video,

Alex Ferrari 28:56
and then and for visual effects. Any of the standard visual effects. Packages would work.

Josh Gibson 29:01
Yeah, I mean that that's kind of another difficult thing when when you're wrapping 360 video in that sphere from the equirectangular format a lot of like blur effects or pixelate, or, you know, whatever effects you might have added initially, even color correction sometimes can be a little difficult because at the very end at the 180 degree mark line right behind the viewer, sometimes you'll get a hard line because the effect doesn't know how to basically repeat infinitely in that sphere. So it actually has to sort of recalculate things in skybox are metal, the company has been doing a really good job at coming out with transitions, coming out with effects like, you know, Blur and sharpen and things like that basic stuff right now, but I'm sure it'll get more advanced, you know, in the near future. They're coming out with those effects that are actually 360 ready. So right now it's kind of a lot of experimentation to see if it'll work and most of the time they do. But as far as, you know, actually having 360 degree or VR ready effects. I think that's still something that needs to be worked on. And a lot of companies I'm sure are doing that now. So

Alex Ferrari 30:02
we'll be right back after a word from our sponsor. And now back to the show now how do you deliver your final product? What like what format Do you deliver it on.

Josh Gibson 30:19
So the format is still the same it's just a quick time video. But with premiere what what you do when you actually export there's there used to not be this actually before premiere updated, there was a little program you had to download from YouTube that uploaded metadata into this video file, however, you know, you export it, whether it be an mp4 or an M Avi and then that that metadata basically told whichever player you uploaded to that it was a 360 video and then it needed to be treated differently right so the big issue with delivering 360 video right now is you need to be able to deliver it on a platform that can actually view 360 video because if you just play it on you know without that metadata on like a TV or anything it'll just play back you know that weird stretched out format which is not what you want obviously. So when you when you're working with clients, the you know premier has updated their thing where you just click a little box that says this is VR video or this is a 360 video and it'll actually automatically upload that metadata into the video file and then you just deliver the video file as if you're sending any other 2d video and then obviously you just need to make sure that you're either watching it on you know a headset or if you know they're wanting to do like web distribution you need to use a program or use like YouTube or Facebook or something like Wistia or Vimeo even has 360 video now so I'm sure it'll become more you know, affluent in the future. But yeah, you just need to make sure that they understand that you can't just watch it absolutely anywhere you need to upload it to a program that can or like YouTube or a service that can actually support playing back 360 videos so

Alex Ferrari 31:52
with all this said after all the stuff we've talked about it's fair it's fair to say that this is not this is a you need to know your stuff to come shoot this it's not like grabbing a camera and going out and you know shooting like you really need to understand the technology you really need to understand the workflow the post workflow which is a lot more complicated than just shooting a narrative on a 2d situation

Josh Gibson 32:20
right yeah, I mean it's it's definitely I mean there's some simplicity and stuff and I've been in it for a long time so it's really hard for me to to you know really step back and see but I remember starting out how complex it was and you know it basically having to experiment a lot a lot of hair pulling a lot getting super mad wanting to punch the computer and stuff but yeah, I mean it's honestly once you understand the big picture it makes the whole process a lot smoother so I think that's probably one of the big frustrating things is people try to jump into it without really understanding the end and beginning in the middle on how all that like you said how the workflow goes so it's still very complicated there are it's not as complicated as I think people I definitely don't want to scare anybody away that's kind of my goal with you know what I've been doing I definitely want people to come and be creators in it and I think that was a pleasant surprise that I had to I was like okay, this is complex This is hard there's things to learn but you know it's doable even a dumb guy like make and figure it out and you know and learn how to do all this stuff and have fun doing it so it's kind of that blend where yeah you know people can save themselves a lot of headache if they do a little bit of homework at the beginning but yeah i mean if they wanted to jump in they could if they have you know hundreds hundreds of hours of free time and you know the Google and stuff like sure go ahead there's there's plenty of you know random places all over the internet to learn how to do it just like anything I guess right but

Alex Ferrari 33:53
but you've been so you've been doing this for a while so you've seen the technology changed dramatically in the course of the time that you've been in it so it's getting easier things that used to take you hours to do now you could do in minutes purely because of technology

Josh Gibson 34:05
yeah and I in honestly I haven't even been in it as long as some people have and even the past few years that I've been doing it it's Yeah, it's attention it's getting from big companies is I think that is the best news that we could be having right now. Because all that money in research is now going into it and companies are coming out with really awesome technology that helps you know, obviously with the stitching, that's the biggest thing right now that I think people are going to be trying to simplify. And then obviously as well, shooting with with 360 is going to become better and better as well because you look at like the Nokia Ozo and that cameras professional, it's great. But it's also It weighs about you know it weighs like 20 pounds. And it's very difficult to work with as far as like a documentary filmmaker that just wants to go out and shoot right? It is battery powered, but it's like you need so much gear. And you kind of look at the evolution of the DSLR right where that sort of blew up, you know The idea that indie filmmakers can go out and just make make a movie right they could go out they'll start is like backpack stuff

Alex Ferrari 35:07
yeah you started please don't get me started

Josh Gibson 35:11
with the downside right?

Alex Ferrari 35:14
I mean

Josh Gibson 35:18
I hope that with 360 video the technology gets to the place where it's simpler and obviously it will be I mean in the future it will be but yeah as of right now it's it's still pretty hard to do complex it's you know, it takes a little bit expertise. But it's also something that if somebody really wants to do they should and they can so now

Alex Ferrari 35:37
I mean, I would equate 360 video a little bit with the 3d resurgence back in the 2009 2010 11 where 3d was all the rage and everything was going to be shot in 3d and everybody's running around trying to get the rigs together and oh my god, I need the my software I can edit 3d and you can't call it great 3d and all of this stuff. And I remember all that I was I was sitting in, in in presentations and and rental houses and they're all trying to sell their their new 3d rig and James Karen was coming out and the only 3d I've ever seen that I liked was avatar on Hugo Hugo was really good too because it because you have two masters working in the format. Right, but but I think that's a lot a little bit of that's happening with 360 But unlike 3d in my personal opinion, I think 360 has a much brighter future. I think it's something that will be around for many, many years to come and will evolve into something that will eventually turn into the holodeck.

Josh Gibson 36:38
Right? Right And yeah, that's that was honestly the first thing I remember getting into 360 and I was working with I work at a place called the good line. That's kind of like my full time gig. And you know my bosses my colleagues were talking to me about 360 video a few years back and that was kind of the first thing we thought is like okay, is this just another smellivision is this right i mean is it just another gimmick and we kind of started thinking it was at first but yeah like you say once I think everybody started catching on to the marketing possibilities the education possibilities the entertainment possibility it really just fits all these different you know needs that a lot of companies and medical medic yeah you name it it's you know even Yeah, all sorts of ways to train people I've seen really cool studies done with people that are you know, in end of life care, elderly folks that are going through a lot of pain or Alzheimer's and they actually give them 360 goggles or VR goggles to like sit at a beach or to go on a walk and they actually have shown you know, through MRIs and stuff that it's helping with their you know, depression their anxiety of course, you know, pain so it's it's awesome. It's It has also it really goes across the whole spectrum of how it can help Pete It is,

Alex Ferrari 37:48
it is turning into like, Total Recall and all these old sci fi Oh, yes, it really is like I was that the sixth day, I remember where Michael Rapaport an hour Schwarzenegger movie called The six day at 660. And, and, you know, he had a three dimensional, you know, girlfriend, you know, and all that. But I'm not saying that this is turning into that, but I'm like, wow, it's it's, we're all getting to that place where you can sit on a beach, and I can be in Hawaii, I can have the sound and I can have this I can feel the heat of the sun, but I can almost smell it and see

Josh Gibson 38:21
Oh, they're getting there. I'm sure they're gonna I mean, they even have they're doing research now where you put on gloves. And it actually will give you a tactile feedback. So you can touch things and feel like for you can feel, you know, glass, you can I mean, it's getting scary. It's the matrix. Matrix.

Alex Ferrari 38:36
We're getting into the maze. Oh, it

Josh Gibson 38:37
certainly is. I mean, there might even be people in I think it's you know, Inception where people are dreaming. And they pay to they go to these little underground places just to stay in their dreams, because they like it better in real life. And I honestly would not think that that's too far off. You know, eventually we're going to get to that point where, yeah, it's wild. I mean, people are even using it for I even heard of a dentist that was using it and is not needing to use painkiller at all when he's doing fillings or root canals, because people are so into the VR experience. I mean, they just use VR goggles instead of painkiller. It's wild. Yeah, it's crazy. And I think the exciting thing that I remember seeing nav just this last time, is we are actually very, very close to actually getting VR video. So as I explained before VR is when you can walk around in a space and look around objects and stuff, it's not just looking where you're at, they're actually coming up with cameras, like the lytro and other cameras that are basically light field capture. So it's more than just capturing, you know, the brightness of the reflection of light like a normal camera does or the color of whatever the reflection is, it's actually capturing depth information. And it will be able to 3d scan an environment in real time and then you can literally walk around, you know, at a sporting event, or even it'll take virtual field trips to the next level because you can go up and, and who knows, maybe you can go touch rocks, and you can I mean, it's crazy. I mean, the the sky's the limit really on on how this technology will develop. So that and that's kind of where I think we saw to kind of going back to your original question that it's it's definitely more than a gimmick I think at this point because I think people are realizing this is kind of the future of how we present information to people remotely. I mean, it will make the world that much smaller, you can go swimming in the the ocean, and then the next second, you can be walking on Mars from 3d scans from the rover, you know, I mean,

Alex Ferrari 40:30
yeah, I mean, I think I think at this point for filmmakers, it's, I don't, I don't see it, how it can turn into something for narrative filmmaking, per se. Like I saw the Justin Lin thing, and that's great. And it's awesome. But that's not a film. That's an experience. It's a it's like almost a it's almost like a ride. It's almost like a carnival ride. But like, you know, some sort of Disney or universal ride where you kind of experience something absolutely different than filmmaking is different than television or movies or anything like that. It's right, because that, that that that medium is about a creator, Director telling you, I need you to look at this now. I need you to look at that now. Totally. So you can't get that with 360. But with three but the other things that are available, what you can do with it is massive. So can you real quickly. tell the audience a few places like hey, I'm gonna get into the 360 world now I'm a filmmaker. Where can I make some money?

Josh Gibson 41:29
That's a great question. Yeah. Honestly, the biggest place right now I think, is education. That is the biggest market right now to get involved with so there's a lot of schools all over the country all over the world, whether that be high schools or you know, universities obviously usually have a little bit bigger budgets. They're all looking for, you know, everything from consultants to actual practitioners, which is what I'm doing with the University here in Utah where you're they're wanting to create this 360 content, and they're wanting to make it interactive and interesting and fun. So there's a huge huge market in education. And I would think the next one real estate is obviously a big one. Because you know, real estate agents are also always looking for, you know, ways to sell homes, innovatively and better. There's other cameras like the matterport that do the photo still virtual tours, those are cool, but I think 360 video has a space there. But yeah, I mean education and in real estate, I think are kind of the biggest low hanging fruit right now. As far as like actually doing branding and marketing. I think that's also another big area that's kind of what where I've been, you know, in my wheelhouse for the past while like I was out in the Philippines directing a video showcasing a factory seller for a company named Kota epoxy where we followed a sower and one of their factories kind of in a day to day in the life kind of with his really adorable family and his home and everything. So I think there's a lot of companies that are wanting to do that as well. We've seen a lot of like liquor companies or you know companies that want to show Okay, this is how this product is made factory origin right, they want to see the the, the people working with their hands and stuff. So I think there's a lot of marketing and branding work that will be coming out soon as well. And I think like I actually tend to agree with you that narrative filmmaking is cool with 360 but like you say it's more of an experience and I think documentary filmmaking can still have a place with 360 and I think it still will I don't know if it's still if it's still called a documentary you know film it's definitely different because like you say you're not really directing where people are looking yeah but like

Alex Ferrari 43:39
plant but like planet earth or or national juke any kind of wildlife documentary I mean, it's built for that kind of stuff. But like you're going to see you know, Fahrenheit 911 360 I don't really think so. You know, Bowling for Columbine, not really the 360 kind of movie but I think for for those kinds of documentaries those the anything nature based is or anything that you like, I'm gonna go see how how you know olive oil has made for lack of a better term I'm going to go to or wine and I'm going to go to the winery and you walk through but it's an experience it's different it's it's not new there it is kind of narrative but it's different so I think we're still we're still in the infancy basically of this oil slowly

Josh Gibson 44:29
I think people are still filling out you know where it's it's used well for you know, why why we should use it over another tool. And I and I guess it comes back to that foundation is something that I've always tried to work you know live by in my career is that you know, story is king. You know, your content is what matters. It doesn't matter if you're shooting with you know, fancy camera or not fancy camera. Obviously, tools are important. You want to have as good a gear as you can. But 360 video VR, that kind of thing is just another tool in the toolbox, right? So if you've got a story, or an experience or a message or anything that you're wanting to share share with somebody, you know, you should always still consider 360 is a possibility. But also, I think people should avoid and try to avoid the pitfall of shooting a 360 just because it's cool. You know, there, you see a lot of stuff where even commercials and stuff I'm like, Oh, that's cool. Like, it's cool. 360 but I, I don't know why they decided to shoot in 360 other than just to have 360 in the metadata. Right? Right. Right. So I think it's another tool in the toolkit and, and people should, you should respect it, obviously, and understand its power, and you know, how it can be used, but also avoid using it just for the sake of using it.

Alex Ferrari 45:34
Now, can you tell us a little bit about your awesome course on 360? Because I know you have a course telling us how to master this technology, sir.

Josh Gibson 45:44
Yeah, yeah, no, it's I appreciate that. It's it's a it's been a fun, you know, project passion project of love basically, put a lot of thought a lot of time into it. Basically, it's the problem that I wanted to solve where I you know, if you don't want to spend hours on Google, if you don't want to, you know, watch random tutorial videos. And there's a lot of great stuff out there. I don't mean to bash anything. But I kind of just wanted to put everything in one place. And I kind of OCD about that. So I had a lot of fun organizing it and figuring out the process in the workflow. And I wanted to put it all into one place where people can learn the A to Z, right, so pre production, everything from pre production, all the way to delivery. And, you know, and while I'm talking about this, as well, I'm also continually adding to the course. And I do kind of these virtual job shadows, if you will, where I'll be editing and putting together videos of me actually out working, I've got that geology shoot here coming up in a few weeks, and I've got, you know, whole crew ready to go out, and we're going to go shoot the video, obviously, but I'm also going to be doing education and teaching while I'm doing the project. So I'll be talking to the camera explaining why I'm doing certain things. So people can, you know, kind of come along and see how I work and see, you know, the choices that are making and how I'm making them why I'm making them. So it's a really cool course, it's a place it's it's kind of a community as well that I'd like to build where, you know, serious 360 filmmakers are wanting to come for feedback, they're wanting to be able to learn new things and kind of come to a place that's continually updating with, you know, the latest and greatest information. And, you know, that's kind of why I did it, because I love 360 video, I'm passionate about it. And you know, I feel like you know, people need to come together and learn together and I think it could be a really cool place.

Alex Ferrari 47:20
And and, and the hustlers the tribe, Josh has given us a cool discount on the course. And I'll leave that in the show notes. And I'll talk a little bit about that after we're done with this interview. But I'll give you all of that cool information. So now Josh, I have a few questions. I always ask all of our guests, so please prepare yourself for the Oprah questions. Okay. I'm ready. First and foremost, what advice would you give a filmmaker who's just wanting to jump into the 360 realm?

Josh Gibson 47:52
Well, yeah, that's a great question. Um, you know, the best advice I can give is to to worry more about creating and getting stuff made than a what people are going to think about it and to earn be how you're going to market it, I think that's one of the biggest downsides I see about people starting out is they're worried so much about their keywords, they're worried about their SEO, they're worried about, you know, all the technicalities of it, but they're not stressing as much on the actual creating and making and going out and making mistakes and, and, you know, having fun and enjoying the process. So that's what I would say go out and make and worry later about how to get, you know, the clients or get, you know, the views or whatever, I think the the important part is going out and creating and going through that process.

Alex Ferrari 48:39
Now, what is the lesson that took you the longest to learn whether in the film business or in life?

Josh Gibson 48:44
Oh, man, that is a good question. I

Alex Ferrari 48:47
told you.

Josh Gibson 48:50
Okay, I would say, Gosh, I still even struggle with it, I think, but I think I'm getting a little bit better at not worrying about what other people think about my work. So obviously, you need to make money you need to, you know, your work needs to, to be what other people want a lot of the time, but I've learned that the reason anybody gets into filmmaking or you know, any kind of art, I think, for that matter is to obviously, I mean, it's fulfilling to you right for to making it for whatever it's worth and sometimes people don't like it, sometimes people do. I think the biggest thing for you know, is to go through that world and take note of feedback, take note of constructive criticism, but also don't take it too personally, you know, and don't let it affect your work. Don't let it discourage you from moving on. You know, if you have to make stuff that people hate for a few years, you know, that's part of the process and go through that and make it and then you'll learn and grow and eventually you'll be making stuff that everybody wants to see and yeah, I think that was that was kind of a lesson that you know, I'm still learning even where you just want to learn How to, I guess have thick skin in a way? Right?

Alex Ferrari 50:03
You definitely need that in this business. In any three nn e in one ad in 360 in all degrees you need thanks, Drew. So, um, so Name three of your favorite films of all time. Oh my gosh. It won't be on your gravestone. Just three that comes to your mind.

Josh Gibson 50:25
Come to my mind. Um, let's see. Gosh, so I always answered it. I probably will get judged by all my, you know, film school. You know, nerds, cinephiles, but Tommy Boy, yes. It's kind of a shameless plug. I mean, I

Alex Ferrari 50:46
mean, come on. It's Chris Farley.

Josh Gibson 50:47
It's It's classic. It's got everything you need, you know. Laughing crying. It's totally one of those movies for me. Let me see here.

Alex Ferrari 50:58
Yeah, I know. I know. When you ever do these lists, like so Akira Kurosawa and Bergman like nah man Tommy Boy I like all right, Tommy Boy Yeah, I mean I could get into the film school sure of course. Boring right yeah. Tommy Boy okay

Josh Gibson 51:12
um the one of the more recent ones that I saw that I absolutely loved as Logan I've seen that God is so amazed loved it it's so so good. It's the words it's a snow experience. Oh absolutely. I was blown away with how down to earth a superhero movie could be and that's what I was really impressed with that had all that superhero action but it just felt so raw and gritty and it was great. So that was what I really love too. And then let's go into the documentary world I think one that I saw at Sundance a couple years back called pervert Park I don't know if you've seen that I have not it's a basically about a an RV park where a bunch of you know perfect basically sec Yeah. sexual deviants I guess you could say people have been convicted of you know all sorts of terrible things they basically can't find living anywhere else other than this RV park so there's a bunch of pedophiles you know rapists terrible Oh Jesus that have happened at this one place and but it's interesting because it kind of takes you into their world a little bit in interviews with them talks with them about you know how what their history is how you know whatever happened happened so it's kind of a it definitely doesn't give you know like an okay to what they did but it definitely humanizes it a little bit. And it kind of opened my eyes to that that world and so if anybody's looking for a nice depressing really serious documentary go ahead and go watch pervert Park, but it's it's really well made really fantastic documentary filmmaking if you ask me

Alex Ferrari 52:43
so and then also after that, just watch Tommy Boy, and you'll be fine.

Josh Gibson 52:46
Yes. And then watch Tommy. Yeah, Tommy was

Alex Ferrari 52:49
asked. So Josh, where can people find you?

Josh Gibson 52:52
So I'm on pretty much any social media platform. My Yeah, of course, you can find me at the website. The course website. You can even chat with me at any time down at the bottom right there if you'd like. I'm on Twitter at Josh L. Gibson. Yeah, Facebook. I mean, you just search for me, my website is Josh gibson.me as well. So if you just want to go there, you can find I think it's the bottom left. There's all my social media icons and stuff. So if anybody were to reach out,

Alex Ferrari 53:20
if anybody needs a good 360 guide, give Josh a call. He'll help you out. So Josh, man, thank you so much for answering all of our questions, man, I really, really appreciate it.

Josh Gibson 53:30
No, I it's my pleasure. I'm very, very happy to come on and is great time.

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BPS 404: Hollywood Directing: How to Choose the Right Lens for Your Shot with Gil Bettman

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Alex Ferrari 4:00
So, today's show, I wanted to give you a sneak peek at the Hollywood directing masterclass course that we released with Gil Bettman. And it is a game changing course. And I wanted to give you one of the lessons for free so you guys could listen to it. Just see what kind of cool stuff Gil does. I mean, I mean, I've been directing for 20 years. And you know, when I watched this course and took this course, Gil gave me all sorts of ideas I just did not have before, and it's one of the best rated filmmaking courses on Udemy right now, and without any further ado, here is a lesson on how to amp up your static shots just by using lenses. And you know how much I love my lenses. So it's kind of a little masterclass on Lensman ship, as he calls it and enjoy it guys. I think you guys are gonna get a lot out of it

Gil Bettman 4:58
Though different lenses. lend themselves to different kinds of shots. Okay? So if we're talking about field of vision and depth of field, all right, the one with a wide angle is you've got you can see, you know, the world the entire world. Okay, so what would be a good shot to do with a wide angle lens? A BB a big shot as part of a big master okay, but but specifically what what subject you kind of want to do any a city or even if you want to do a shot in a bathroom, you want to get the entire bed. Yeah, all right. But but that's a little atypical. But, but basically with a with a wide angle lens when you're talking about if it's big, and you want to see all of it, right? Use a wide angle lens to basically it's your establishing lens, because you see all of it. And it's all in focus. So a big room or a typically a big room or a big Stadium, right. This is this is the thing about a normal room will look the true size, not with a 50 millimeter lens, but with a with a wide angle, okay, because of the field, the field of vision property, the telephotos are good for something which is like if you if you have one thing and you want to eat you want it to fill the frame, and to be that which is like the isolette you want to isolate something in a frame, like this shot of a butterfly, okay? This is a good application of a telephoto lens, right? Because you see, only this one thing because of the narrow field of vision, right. And because of the narrow depth of field, only the butterflies in focus, everything else is soft. This is the Brooklyn Bridge with a wide angle lens. And you see all the braids and much of the Manhattan skyline behind it. Okay, so if it's big, and you want to see all of it, use the wide angle lens because of the wide angle lens is the ability to show you. Great field of vision and great depth of field. Okay, that clear? Now, you're talking about applications of lenses, in terms of in terms of perspective, okay? The way that the way that perspective changes the way that things look, with a wide angle lens, it makes objects look bigger, or more bulkier, or more bulbous more round, right. I mean, a perfect example if, if you had a beautiful Greek column, if this is the Greek column, all right of the Parthenon, and I shot it with a wide angle lens at this height with a nine five lens. Okay. What would it look like? Exactly, Angeles guy, it would be it would taper to the top, taper the bomb and be fat in the middle. Is that aesthetically pleasing? No. Because it's made what what is graceful has been made bulky and bulbous. Okay, but some things look good, bulky and bulbous. What can you think of which looks big? Good. If it's big and fat and juicy. A burger is a burger is closer to it. All right, a burger looks good. big, fat and juicy. What else besides a burger food one of the piece of food? Ice cream or an apple an apple or a tomato? Right? Or a car for some rear reason. cars look nice winner big and curvy. Kind of like girls. I don't know they have biggest thing is not right but curvy. The distortion of a car. You know the lines of a car made curvy by the distortion of the wide angle lens. This this distortion here. The extreme wide angle looks good. Okay, that's the way that perspective alters the way things look. Now with telephoto. It's the opposite. Okay with the extreme telephoto extreme long lenses. You get things look looking thinner. Okay, what looks better thinner? If you're shooting a close up on your leading lady, what was he going to use 35 no 100

Alex Ferrari 9:43
I can't speak more highly about this course. I mean, it's such a great course on directing, and specifically how to move the camera how to get good action sequences, how to tell a story visually. It's just a It's a unique course because there is Not much of anything like this out on line. And it's so well put together and Gil is a, you know, just a amazing instructor. So I definitely advise you guys go out there and check it out, just head over to indie film hustle.com Ford slash directing 19 that's indie film hustle.com, forward slash directing 19. And that'll get you the course for 19 bucks. And normally, the course sells for 200. So definitely check it out, guys. And I wanted to let everybody know in the Los Angeles area that this is Meg is going to have its la premiere at Holly shorts, it's going to be the closing night feature film. And it's going to play at the Chinese theatre, the world famous Chinese Theater, I cannot tell you how excited I am and jealous and we're just so blessed and just so grateful that we're going to be playing at the Chinese Theater, a little movie that we made last year. And it's going to be la premiering there. It's It's such a big deal. So if you guys want tickets, just go to the show notes at indie film hustle.com forward slash 174. And you'll get links there with discount discount codes for tickets. And it's going to be playing August 19 at 8pm. And I'll be there the whole cast will be there. It's gonna be amazing. And we probably go out and get drinks afterwards. There'll be a lot of fun. So definitely check it out, guys. I hope I can see you guys there. I really appreciate all the support. Thank you so much. And as always keep that hustle going keep that dream alive. And I'll talk to you soon.

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BPS 403: Cinematic Masterclass with Philip Bloom

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Alex Ferrari 1:34
I'd like to welcome to the show Philip Bloom. Thank you, sir so much for taking the time out to to share your knowledge with the the tribe.

Philip Bloom 3:12
Alex, thanks for having me.

Alex Ferrari 3:14
So how did you get into this crazy business?

Philip Bloom 3:18
I very a path which probably doesn't exist anymore. I it goes back to I think most times when you grow up, you don't know what to do. And I didn't know what I wanted to do. And I was watching a TV show. And it was about a guy who tried out different careers. And what episode was where he tried to be a news photographer. And I watched that this was this was like a knee sort of like mid 80s. And I thought that looks really cool. So I friend of my dad's new oppress geographer. And so I had a conversation with him about it. And I took photos and I was you know, a hobbyist. nothing particularly is better photos. But I thought that looks like a really interesting job. I didn't really know what to do. And then he said to me, I would not bother doing this because photography is on the way out because digital is coming in. And that's going to change everything. It's going to cheapen industry, you should get into TV news. That's where the future is. So when Yeah, why not. So I then sort of like made inquiries and contacts and tried to get in touch with somebody and eventually found somebody who knew somebody and I managed to go out with a news crew. I was about to get about 16 or 17 did that for a day and it was the best thing I'd ever done. It was so much fun. And this was back in the golden age of TV news in a way because where you are really looked after I think they did a I went out with like three man crew. We went out to the press conference for boxer. Then we had a three hour lunch and just Chinese restaurants really expensive Chinese restaurant all on the company. And I was like, Wow, this is amazing. This is the life that I think then they said, We may do something later, but probably not. That'll be it for the day. I'm like, this is a job. And by eventually, I, by the time I left school, I then got I managed to get my foot in the door into sky television, and to try and become a news cameraman. So that's kind of how I got in never wanted to be a filmmaker, and I want to be a filmmaker in the slightest. wanting to do something, wanted to find a job that could pay me to do something that was interesting. Because I really had no idea what I want to do growing up. And that was basically just sort of fell into it just found that I really enjoyed filming, and really enjoyed the the excitement of and boredom as well of news. And that kind of that's kind of where we're ready. And I did that for 17 years. Oh, wow. was what? for staff? And it was the best training anybody I think you can have when you want to become a storyteller? Because you get I got to learn how to use Git not particularly technically, because it was much simpler times it was one camera one lens, right? In two settings like a try. That's it. It was like, yeah, there's no settings in camera. It's turned it on. And now you you had a gain switch. There you go.

Alex Ferrari 6:26
Yes. In the white balance

Philip Bloom 6:28
Yeah, yeah, white balance, and of course, is black and white, if you find so you had to get it right. You knew you got it, right, because you didn't get a phone call later to tell you that you got it wrong. And that the way things worked back then. But it was brilliant was great training, I got to learn how to tell stories really quickly. Learn how to shoot efficiently, how to walk into a room and see the positions where I need to be, I knew how to learn how to figure out how to shots I needed to get really quickly. And then they asked then it gave me a chance to do long form stuff later on. And I was always traveling around the world. And they taught me how to edit. It was just a really brilliant experience. And, and I guess it's one of those things that when you get to I got really comfortable with it. And I could easily still be doing it now. But I realized that I had to leave to push myself further. And that was 11 years ago, in this way.

Alex Ferrari 7:19
And then you get into more filmmaking more documentary after that.

Philip Bloom 7:24
Yeah. Yeah. I mean, docu, documentaries is kind of what I was doing for the last few years of my startup anyway. Because I was one of the few cameraman, there was like 25 kehrmann that worked at the company on the news roster. And I was one of the few who edited. And so I got sent to do the interesting stories. And then it gave me the more creative stuff. And I showed a flair for doing creative stuff. And so they pushed me to more and more do that. And then so I was doing the longer form stuff, sort of like what I guess what you equate slight, 60 minutes, types you have. And that was brilliant. So that really gave me a taste for longer stuff of doing that. So that's why I went into freelancing. That's why I really wanted to still push forward with documentaries, as my main thing is still my main thing. But also try the other things which could, which you know, interested me, you know, and, and I've certainly found that trying all these different things, and still doing different types of work really helps in every aspect you're in. If you're filming narrative fiction, coming from a news documentary background is incredibly useful. Because you're, you know, you have that speed of thought. But also if you've you we can take from that fiction, though, is that aspect of planning, and, and working with others for to in a much more controlled way. And bring that into your documentary work can can have a really interesting effects. I love the way that everything that I've done in these past 11 years has really sort of jailed and work together to make everything hopefully better.

Alex Ferrari 9:03
Now you were at what point in your career did you decide, hey, I'm gonna start blogging. I'm gonna open up a YouTube show, YouTube channel, you're one of the first guys in the in the industry in the film industry at all that was kind of figuring that out. How did you start this blog and what made you want to start one?

Philip Bloom 9:23
So I think the website started initially, this is in 2006, just as a place for my showreel because nobody, because prior to this, people were just and still what at this time we're sending out DVDs,

Alex Ferrari 9:40
Sure CD ROM, or VHS,

Philip Bloom 9:42
Or VHS is and nobody the effort it takes for somebody to open it up and put it in a machine and play it. It means they're not going to watch it. And I just thought if I could just send them a link over this thing called email, the employee seems to start having these days and it's When basically it was just seemed like the most obvious way of doing things. And that's basically started it. And then about a year later, I started up the blog. And the blog was really was just a simple way of me sharing my experiences using something called 35 millimeter adapters, which is what we use before data loss as a way of tricking the smaller sensor cameras into having essentially 35 millimeter field of view and aesthetic and everything and it was really clunky. system. Yeah, remember, and the only way you could find out information about these really was by going through all of these forums, the dv x users and the DB info and stuff like that. And it was going through countless threads. And I thought, yeah, I'm just gonna just have a place where I can just share my my experience with it and see, I can hopefully help people out if they think you're going down this path, and I can see me trying out all this, all these gears, all these different adapters that I'm buying, trying to get the most filmic look at it's simply my it sounds a bit trite, but it is true, I did actually just want to give a little bit back because I was trained by such brilliant cameraman back in my news days. And I just wanted to just to have, you know, I was taught I was educated on the job and stuff like that. And I could only see the way things were going, that that wasn't happening anymore. And people were sort of floundering. So I just wanted to share my experiences. And so hopefully people could learn a little bit from what I was doing. And that's kind of really basically what it started out as just simply just me giving a little bit back.

Alex Ferrari 11:40
And then it grew and grew and grew till it's the juggernaut that it is today. And you and your YouTube, and when did you start your YouTube channel?

Philip Bloom 11:48
Um, you eager to find out? I mean, it started it a long time ago. I can't remember how long ago, but I mean, it must be about nine,

Alex Ferrari 11:58
At least like 2000 2010 2008, something like that.

Philip Bloom 12:01
Oh, well, but yeah, before then yeah, so I didn't really do much with it. It was just a place of putting up some stuff. And, and really, I have to say, I mean, Vimeo was kind of my main place, there was exposure, and then Vimeo exposure and disappeared. And maybe I used to use that as a place to put my work up to be seen because it's a clean platform. YouTube always struck me as a very noisy environment. Yep. And I've actually grown to love YouTube for what it is I've embraced it for what it is. And it took me quite a few years to understand what needs to be done with it. And I've never really embraced it in the full way that many have. Because I think to truly do that. It's a full time job. That hands on YouTube for me. So it's just, I put up stuff every now and then. But it's and i'm not i'm not a snob at all about these things. And you see this online, when you talk about these things. People say oh, no, I don't put myself on YouTube, the quality of people who watch it out, and we're near as good as quality people who watch it on Vimeo, unlike, right, so you want to pick and choose your audience where you're in the wrong business. If you want me to watch it, surely as many people watch as possible, there's no and YouTube is for me, it's now grown bigger to me than than Vimeo. I still use Vimeo, initially put my stuff up. And then when I'm happy with it, I will then put it up onto YouTube. Because as you know, you can't change the video on YouTube, you have to let it go. And it's not like I do daily vlogs or anything. It's when I put stuff up on YouTube, it's generally quite a crafted piece that I put up there. So it takes me a while to make it.

Alex Ferrari 13:46
So when you approach a film or a series, how do you approach How do you kind of like creatively go after a new job?

Philip Bloom 13:58
It is that's a tricky one. Because it really depends on the type of work there is so varied and degenerate the way that work. I'm lucky enough to be in a position now where I don't have to actually knock on doors are such the fine work. I still make new contacts and do things like that just the normal way. But I don't send my my I don't try and contact people looking for ways I get people contacting me with job offers and ideas. And if it's something that interests me, then I will, then I'll go and work with that. And it really depends on what the job is. It can be it's such a different process, you know, whether it's set, whether it's working on a documentary series, or doing a corporate or branded content, for example, I mean, all of these things have such different processes. Obviously, there's some parts of it which are of a similar, which is I think the common ground and all of it would be filming. Because on everything that I do, I'll always be filming something But other stuff I may not be editing, I may not be doing any pre production it really depends on on type of thing that I do.

Alex Ferrari 15:08
Now you should a lot on location. Do you have any tips on lighting with natural light?

Philip Bloom 15:19
Yeah, lighting, natural lighting is a wonderful thing. It's an unpredictable uncontrollable thing frequently. And so whilst working with what there is, is a nice quick way of doing things, you can't use it for everything, it's the best thing I can suggest when when you're working with available, I mean, I would always suggest having your own lights as well, to give it a try and do talking heads and interviews in a room trying to do that on just available light or natural light. Unless you've got continuous gray cloud outside or anything like that, it's just gonna be a nightmare. But it is a case of working with what's there don't fight it, embrace the light work find a location or room with a background that works with the windows what there is when you walk into a room that has lights on, turn them off, and then see what the lights like and then turn the back on again if you want. So it's a case of just don't, don't turn the camera on until you've you've figured out where the light is and how you can harness it. And I think too many people don't look at where the light is, before they choose their background first and then they go about the light the two should be hand in hand especially if you're going to be working with natural light you need to make make it work together very well.

Alex Ferrari 16:47
It's not it's in other words you kind of roll with the punches when it comes to natural light as opposed to trying to control it or manipulate it too much I mean you can control manipulate it to a certain extent but it's ever changing so it's kind of like you know wrestling a wet cat.

Philip Bloom 17:01
Yeah, it just depends on what it is you're trying to film if you're just trying to grab some shots here and there it's you know, you can work with it and we know lighting is not turning up the ISO and your camera as you know, is a completely different thing. Right horrendous thing some people actually do think that is what lighting is no, we still need to lighting so you know creates the really creates everything and I love natural light. But when I when the natural light doesn't work for me, which is can easily be you know 75% of the time, that's when you start adding lights yourself, but in the most naturalistic way possible for me, it's all about finding the position where you would like to be that looks like it's a motivated lightsource like it could be the window and that's what I could be doing I could literally just be putting up a light to add to the window light to take it over to add a little bit more to it to give a bit more sparkle casing changes. So I think that's kind of what you need to do with it and then there's lots of apps and things out there which you can use to see you know if you want to scout locations beforehand to see where the sun will be the light will be and how that will affect things. But most of the time if you're just doing things quickly you just have to work with it and just be quick is my best advice if you are going to work with natural light don't faff around and start being undecided about what to do You just have to just go with it.

Alex Ferrari 18:27
Now I know because I actually watched your your Skywalker Ranch video that you did years ago which was stunning and for any Star Wars fan that is Mecca so I watched that I found that online I was like wow and then you were shooting it with a DSLR if I'm not mistaken right

Philip Bloom 18:46
Yeah, yeah, so that was a that was an interesting time so that was back in 2009 and they contacted minutes is a fun it's a nice story because I'm a huge Star Wars fan have been up since I saw the first Star Wars 77 and they emailed me and I didn't reply so Lucasfilm emailed me and I didn't reply because I'm terrible with emails and in I have a PA now and it makes things better but now she does my work email she doesn't do my personal emails and I'm still rapid with my personal emails. But I still was still bad then and I missed it and then they called me and I did I'm rubbish with voicemails terrible with voicemails. I'll be like, you know, you have 60 new voicemail right got it. Me. But actually, the did play it back. I played one back about a day after it was left and it was producer Rick McCallum said dropped to an email last week and tried to avoid it strange that we've not heard about. from you. I think basically, anybody never nobody ignores and I wasn't ignoring I'm just rubbish.

Alex Ferrari 20:07
No one ever ignores an email from George Lucas.

Philip Bloom 20:10
I mainly call them back and apologize. And they just said that they, they want to know what this can find the marks who's about if it's any good. They have second world war movie that they're currently shooting called Red Tails. And they've got some other plans for other stuff that they just want to just don't know what the quality is like. They've got one, they messed around with it, but they're not they don't really know much about it. So could I come over to Skywalker Ranch for maybe a few days? And give them some advice? And I was like, yeah,

Alex Ferrari 20:43
Sure what actually,

Philip Bloom 20:44
I was actually I was booked on a job. Oh, yeah, I was booked on a job to do short notice. It was like, can you come out next week? I was booked for like three weeks. And so I found out the production manager at the job I was on and gave a sob story of like, you know, how important Star Wars was to my life. And then eventually got to the bit that I said, and they've asked me to come over there next week to work with them. And she said to me, why don't you tell me that the beginning 10 minutes ago? Yeah, that's fine. Understand totally, no problem. I'll let you I'll let you off the job. And yeah, so I went out there. And I shot with it around the ranch, which was I didn't have long today at all. And they just wanted to see it didn't want me to shoot any test charts or anything like that. They weren't interested in that they wanted to see what it looked like projected. So I just shot some stuff around the ranch. And I went into their, into the the main house into the screening room. And it was ahead of experience because it was McCallum there. And George Lucas is he's visiting director friend Quentin Tarantino's legendary sound designer and editor Ben Ben burrs there. So they go into this and

Alex Ferrari 22:06
What then then just Dennis Miranda show up.

Philip Bloom 22:09
He was he wasn't that I cut the stuff on my laptop in the room. And when it looks are I bit noisy bit of aliasing there bit more. Right? It's all right. God. And I didn't know they were going to screen it on the big screen. So I wanted to get in there. And I had is one of the things I would like to have seen on the big screen before anybody else saw it, just to check it. So the first time I ever saw canon five, the Mk two subjected was at that point. And it looked beautiful looks so much better than did it on the computer, through their their magical idea what amazing project that I had it looked fantastic. And they loved it. So it was a hell of an experience.

Alex Ferrari 22:50
And then then you get to work a little bit on Red Tails.

Philip Bloom 22:53
Yeah, so I did some shoots did some stuff for them up at in Sonoma a couple of weeks. And then in Prague A few months later as well. So I did about three weeks work on the on the movie. And it was that was it was crazy, because that was me with my little ID mark two. And I also had a 1d Mark four as well, that have a seven day as well, maybe a seven day cop member, I think I did had a 70 modified to PL as well as at the three cameras to switch between. And they they were shooting on Sony f 35. So big beasts, and you know, proper cinema crew. And sure it looks like it's just a monster. So you know that I would be there to get an angle they hadn't thought of because I was so nimble and able to just slot it and find things with my eye what I did. And I was able to be set up and ready within like two minutes. guys were like 45 minutes to an hour just to repo each position. Of course. That was it was it was fun. It was it's a fun drinking game watching the movie. Boy, I can't do it because I would kill myself. There's 150 shots of my film.

Alex Ferrari 24:11
Yeah, that's insane.

Philip Bloom 24:12
I know. I know every single one of the shots when it comes on. And of course they've graded it beautifully. You couldn't tell. But it's not. It's not for what people initially thought of. Oh, you must be using it for like cockpit cams and stuff like that, like, because they're not really the cockpits they're obviously it's a stage and they're on. They're on gimballed and there's a techno crane and I'm sure they're so my camera was not forgetting those really like small space type stuff. It was really just I was the small camera to find small spaces and get angles that they couldn't or hadn't thought off beforehand.

Alex Ferrari 24:48
Now you would you agree that they found you basic did they find you because of your blog? And because you work with one kind of talking about DSLRs a lot?

Philip Bloom 24:57
Yeah, I think I mean without question who It was the when the five D came along, I didn't embrace it straightaway. The Fray did reverie, of course in November 2008. And I had played with I bought the Nikon D 90 a month before that hated it. I was so excited by the concept of DSLR, I was having a large sensor to better shoot video, but the quality of the nicotine, it was so bad. And then I saw the five D Mark two and when that looks cool, but I have no Canvas, and it only shoots 30 P and I need to shoot 25 p 24. p. So that gets me but I did get to try it for the first time in May. And then realized you could you can get past that the lens limitations and also the fact that there was no manual control by using old Nikon glass with an adapter and and also found a way of converting the set up to 25 p to make it look okay. And so yeah, so I was I you know, once I did, once I figure that out, I really just loved it. And I think that's kind of you know, a lot of people saw my stuff and so I was doing and picked up from there.

Alex Ferrari 26:07
Now can you because I have I have a love hate relationship with DSLRs because I've upgraded I've graded probably about five features that were shot on the DSLR and they've never shot properly. If you shoot the DSLR properly, like you did on Red Tails. I'm sure it looks and I saw the movie. It looks great. Yeah, but most people don't know how to shoot DSLRs properly gets too grainy, like one movie I had was like in the movie in the woods at night with no light. And they're like, hey, why is there so much grain? I'm like, Guys, you know, it's you know, we have we it's not it's it just couldn't work. So What tips do you have with a shooting DSLR now that DSLR is also that you shot red cells which are much different than they are now with the ACS two that can literally look into into the darkness of of hell, and they clean but what what what kind of tips do you have when shooting DSLRs for filmmakers who want to shoot a feature or a short and try to get the most out of that camera.

Philip Bloom 27:09
It's funny that has been quite a few years now since they first came out and the yet the image quality has come on enormously. But the key the key core principles we need to stick to much the same. You need to if you're going to use it use a handheld need to have it on some some sort of rig just to stabilize a little bit because unless you have one you know one of these five axes stabilized sensors, then that's going to help you as well. But that's one of the first things is just make sure if you are going to shoot handheld Just be aware of the terrible issues we can have a rolling shutter which is a huge giveaway for DSLRs is that horrible micro vibrations that we can really see not just jello, not just like rolling shutter he said that you know that you don't wish it really looked like oh my god like somebody's wobbly much caffeine. Sure while they're holding the camera. So be careful that you know using is lens Miss stabilized lens if you haven't got that. But it's know what your camera performs best out with its ISOs. And yes, many of the cameras that you know the a seven s two, you can push your camera much higher, but you still need to expose correctly. So that's one of the things that people aren't doing right. And I do not recommend shooting vlog format on any of the DS laws with eight bit codecs, which is pretty much all of them except the GH five leave and then it's it's still a little bit challenging. It's a it's a hell of a codec, the GH five blog, it's it's, it's really hard to grade. So I would I would suggest No, no, no, no how far you can push your ISO, and then only use it for extreme purposes. It's not a replacement for lighting. It's a way of hopefully being able to film in environments that you couldn't normally film in. That's basically what their solarz were excited to me about was was apart from the size and the optics was just this just I think it was the ability to push that low light up a little bit like that. And I think when the SMS two came out of there, seven s came out initially, it wasn't the fact that I could film in moonlight. It was the fact that I could film in street light but not wide open, which is what too many people are still doing when choosing on DSLRs. That's the other tip is just because you've got an F 1.4 lens doesn't mean you should shoot at F one point for every single shot, right. It's incredibly hard to keep focus. We do have some cameras coming out now with pretty decent autofocus. But it's still not necessarily the way to go. That's a different thing. I would use that for certain things like interviews and stuff like that other than that, it's being sensible with it being sensible. So I would say the key things is going to be Don't be shooting wide open. Keep your camera stable if you can, as much as possible, don't push your ISO too far and don't fall into temptation of shooting log unless you absolutely have to proper video cameras with 10 bit codecs or shoot log fantastic. But eight bit compressed codecs, whether it's a drone, or DSLR, it's it's a nightmare. And you spend so much time in post just trying to hide all the problems, which if you hadn't done that in the first place you wouldn't be doing

Alex Ferrari 30:31
Now, one thing I really do like about your your work is that you are it's Lisa seems from your blog and from your your YouTube channel that you are not married to any one camera. You're not like, I'm only the Canon guy. I'm only a Blackmagic. I'm only a Nikon guy. I'm only an Erica, you. You use multiple cameras, depending on your job. Can you can you suggest or show people how or advice on how you could pick the right camera for the right job, which I think it's so, so important, because I think sometimes it's just trying to use a hammer to screw in a lightbulb. It's like just hammer it. There are other tools.

Philip Bloom 31:13
Yeah, I mean, that's, yeah. Back in the candidates, I was approached to be one of their ambassadors. And I said no, because I wanted to, I didn't want to be tied to any format. I had an independent voice. I didn't want to lose that. And also didn't want to lose out on the fact that I you know, other people gonna make cool cameras in their phone. I don't want to be like, Oh, no, I can't use this because I'm signed in, signed up with these guys. And so yeah, I'm, and I'm always gonna be like this because I, I'm very fickle, and I will fall in love with a camera, and then something else will come along and turn my head and go, Oh, no, use this now. And, and so yeah, I mean, when it comes to life photography, I mean cameras, Pentax and Fuji cameras. And, and so but when it comes to video, I my main video cameras or Sony, but I also have canon ones as well. And I have lots of different types of of them and and I guess I am lucky that I can be in that position of saying the right tool for the right job. And obviously, if you you've already got one camera, then you're going to be a little bit stuck and kind of that's your your camera for the job. But if it's if it's important, then I would certainly try and rent it or find somebody who's got something that would be more appropriate for your job. Because you're right, it's it's, you see people using totally the wrong cameras, when it could be something as simple as you can have a chocolate bar, so they try to use a Blackmagic Ursa mini for wedding videos and like you crazy. We try to do Yeah, but I'm sure we can shoot RAW, raw, like why you should enjoy in the first place for a wedding video. And the camera they can't put over 800 ISO and a wedding video with no control of your lighting and probably no lights. Sure, crazy itself nice and nice to write. You know, and so somebody who's Oh, I want to do you know, some visual effects and that it's all going to be green screen and stuff like that. I'm shooting on an 87x. And I'll be like, why that's the wrong camera for you for doing this. Right, you should get yourself Blackmagic submitty because that shoots raw and that shoots 10 bit progress. And that's going to be much better for you and it's still pretty cheap. And you're already in his lip. It's already late because it has to be because in a studio and green screen, so they have to worry about the fact that you can't push your ISO. Right. So I mean that you know that's that's the best thing about like the black magics is is working in lit controlled locations. They do really well with that. And then we have to push it too far. Because they're the cheapest cameras I know of that have a terrific inbuilt codec or Pro. It's gorgeous hand roll if you need it. You know having to deal with all of these nasty compressed v frame codecs all the time eight bit ones when you get committed to shoot straight pro rated like Oh, no transcoding. Oh, my this system works with it. And I can grade it, it doesn't fall apart. Wow. Fantastic. So that's kind of what you need to look at is what but if you know it's safe, you don't have to Tamar, that it's a bit harder. I mean, I interesting. I read on reading Facebook today and a dp guy I know. And he was asking about time lapse. He's got a red, epic W and he's complaining about the fact that the time lapse ability of the camera is basically lacking in that you can't do more than one frame a second and say currently long exposures right tool for the right job. This is a 70,000 whatever it is dollar camera, right? Just get a $2,000 DSLR that's going to shoot RAW, shoot long exposure, shoot everything you wanted to do the right job and doesn't doesn't tie up your 70 or 1000 Dollar camera. There's a time lapse. So

Alex Ferrari 35:03
Yeah, I think yeah, I think a lot of times filmmakers DPS, they spend 70 grand on a camera and they wanted to do everything and be perfect for everything. And a lot of times you, right, you, you have that ability in your work has shown that you could just like, you know what I yes, I have a $70,000 camera, but, you know, it's like I have a Porsche, but I'm not going to drive to the supermarket with a Porsche where I could easily either just walk or, or or drive my Prius, you know, it's just the right tool for the right job. kind of thing. Yeah.

Philip Bloom 35:33
Yeah. I suppose if you have spent 70,000, you kind of insistent on the fact that oh, my God, I'm going to get every single last pennies worth out of this camera. Right. But, you know, I said this in, in many times. And I've also got this policy now of not wanting to, I'm never going to buy a camera over $10,000 again. And I've done that like three times now. Yes, before. And now it's just, there's loads of great cameras sub 10,000. Not so much. And if you need anything more than just rent it because it's just not worth it. Because they get cheated, they get superseded so quickly these days. And it's just not really worth spending all that money, especially in a system that you could end up changing in a read requires so many bits and pieces, and maybe then you'll switch to area who knows. But it's I just think there's so many great cameras out there for for the sub that just just stick with that. Really, unless you're super rich because I bought a Sony f 35. And with allowes Last time, I bought a really expensive camera. And I loved it, it was amazing. And then the FS seven came out, and it did everything I needed it to do for documentaries without me worrying about my hugely expensive camera being potentially damaged and stuff like that. So I found that it was sitting on the shelf for like six months hadn't really been touched and the FSM was being used all the time. And so I sold it and that was when I decided this is silly I should now you know I'm not going to buy the expensive camera again. So because the FS seven did everything I needed to do it didn't shoot RAW easily. Didn't matter because I didn't need to shoot RAW right right. Yeah, the rifle

Alex Ferrari 37:17
Yeah, and I'm a huge fan of the Blackmagic I shot my feature on the 2.5k Cinema Yeah, and the pocket is arguably some of the most beautiful images come out of that little camera you know again right tool for the right job you know if I'm going to go shoot an IMAX This is not the tool for you. But if you're creating this kind of almost Super 16 style film look out of the box that that little pocket camera is amazing and the Ursa Mini is is one of the most underrated I think cameras out there because it's not as sexy as the red or the Alexa a man it has a bite Would you agree?

Philip Bloom 37:54
Yeah, I haven't shot anything properly myself with the 4.6 Ursa mini I really liked what I go with it though I had definitely had issues with as a from a documentary background with the fact the buy in is available light I will I knew I was going to come a Cropper and there are some quirks here and there which slow me down but I thought for the money the image was fantastic and I've always found it disappointing that they well they went with originally with the the Ursa which was the craziest camera Oh the

Alex Ferrari 38:27
The first one was hard

Philip Bloom 38:28
Yeah That was funny. I mean I went to a trade show Yes. And I remember the first time I picked it up I just you know in front of them that they've let me pick it up and I went holy crap anyway yeah we don't really consider this a handheld camera I like what kind of world do you live in? What is that he was he was a camera should be anything he shouldn't we consider this a tripod camera might blind me Sure studio camera is a tripod camera but this is crazy sure, but I just wish that develops the pocket camera but I wish that made no version of that because that really is the I think is my favorite camera that I like bought from them yes in size and form I had loads of issues while but what it gave you was astonishing in the package

Alex Ferrari 39:22
I wish they would do 4k like if they could do 4k in that little camera with raw in progress and handle the damn battery issue it's just

Philip Bloom 39:29
Yes

Alex Ferrari 39:30
Just do something better with the battery if the plug in a juice box or something like that now whenever the juice box it will run six seven hours but still it's like a little bit more bulky but God that little camera is good and the Micro Four Thirds opens you up to so much glass especially vintage glass that I'm a big vintage glass guy and it's it really is gorgeous It is wonderful camera.

Philip Bloom 39:53
Yeah, it's just a shame that they didn't really know they just seem to just forgot this has gotten battered and they have their micro camera setup. I call it this is not the same, it's not the same thing. It's so I don't know if then they'll ever go back to that the SMD pro looks I have never played with it it looks like a soldier many of the operational issues they had with the previous one so

Alex Ferrari 40:14
They have solved that I shot a shot a series with it and I shot with the new one and the old one. And they both work like champs but the brand new one that they just released the time code on the on the side and everything it's solved. It's a tank now it really is a tank and it's you'd like you're right if you push it a little too. It's not. I always I did a test between the Aerie Alexa and the end the Ursa Mini, and I shot them down the middle. And when you shoot them down the middle, man, yeah, it's pretty damn close. It's definitely not you can tell it's not worth spending 80 grand or whatever the Alexa cost now, comparatively, all down the mirror, you just start seeing where the Alexa is worth it. When you start pushing her. When you start pushing on the on the darks and the highlights get clipped a little bit. So if you go a little bit up or down is when you start getting but if you should have done the middle of it. best bang for your buck.

Philip Bloom 41:07
But let me ask you, though, if you were given, somebody said I'm going to swap out your Ursus for aerial axes for free. You'd go Yeah, right. Of course you would. We'll work because they're amazing. But you're right it's unless I dated people I know who own a Lexus smart bought a Lexus, our DPS who read them to the production's share first. So that's those are people who who should be buying a Lexus the rest of us should be renting them in. absolutely need them.

Alex Ferrari 41:42
Absolutely. Now, do you have any advice on how you test a new camera which I know a lot of filmmakers get their cameras and they really don't know how to push it or test it or you know, put it through the through the wringer a little bit to see if it's even worth it.

Philip Bloom 41:55
Yeah, so me It totally is totally real world. It's it taking out of other kind of other working studios as such I do work in doors and things like that, but that working studio so I want to see how it works with unpredictable lighting. I want to see how it operates as a camera is how slow is to figure out I think the last time I tested was the Canon c 200. And I kind of I actually really liked it it's a bit of a strange quirky camera in that it has a terrific inbuilt inbuilt feature called 12 bit raw internally and yet the if you can't do roll then you have to do an eight bit right 14 okay that which is so bizarre to have no middle ground I mean we all know it's a cannon protecting its other cameras issue right but it's but other than that it's actually really nice image and a really nice camera and for me I just wanted to see the things which that it was a selling point really which was the the role the autofocus and just what the eight bit codec was like so those are kind of the headline features I was looking at to see what they're like and this like when I'm getting our hands on the the ETA one from Panasonic what I want to see is what this July so is going to like what sort of noise levels Am I getting because the main selling point is that you can shoot in low light conditions by switching to different the higher native setting so want to see what that's like there's kind of I look at the headline features of the camera and go Okay, I need to see what this actually is like and then as well do the everyday the bread and butter type stuff to see how it actually works for real use because obviously you need to if it may well have a really cool feature but if it doesn't operate the camera well just generally then it's it's a bit pointless. And it takes me back to when I saw the was when the Sony A seven s came out and it was all about all about how amazing the low light was. And they released a video and it was I watched it and I was like Okay, it looks nice. It's nicely shot and it was like fishermen in Scotland or something and it was all shot high ISO and it showed you a couple of exactly what it was six

Alex Ferrari 44:19
Or something like that

Philip Bloom 44:20
Even though like nighttime it looked like daytime or something right and which was fine but because it it was like that all the way through I had no sense of any of what it was doing. And so I got the camera on loan from them just before it was released and went Alright, I'm gonna take this down down to Brighton and in south of England and then just really just see what this is like and so I did a video and I shot it where I want did I this is what it looks like to the eye which is like 100 ISO and then I shot it at 25,600 ISO which did turn it into like daylight is having this Friends having this ability to do this transition show, this is what I see. And this is what this shows. And that's I mean that's kind of a way to sell the cameras ability because he saw straight away that was like, ah, I now I get it I get what, how amazing this is because I didn't get it before because everything was just brought everything just looked okay look fine. So it's, that's kind of what I when I'm looking at cameras that's kind of I just want to see what makes this special.

Alex Ferrari 45:28
We'll be right back after a word from our sponsor. And now back to the show. Now what are three of your go to lenses? If you're on a desert island? I know it's like picking your children

Philip Bloom 45:50
That question you know religion say one actually one's easier, one's easier and always You didn't tell me what size sensor which sensor we're talking here?

Alex Ferrari 45:58
Let's say full frame.

Philip Bloom 46:00
Okay, all right, then. That's easier. So I would say a 15 millimeter is my first lens without question. Because as long as it's the relative field of view of what we see our eyes so I do love that standard field of view and I can show you pretty much everything on that. And then it gets really tricky because my favorite walk around lens is a 35 mil

Alex Ferrari 46:25
Which was brand?

Philip Bloom 46:29
And you know I don't really have any you to my focal lengths or brands?

Alex Ferrari 46:35
Brands brand brands like like Canon Nightcore

Philip Bloom 46:40
This is getting really hard. So if you you know if you want the really beautiful sharp images and the Sigma art lens is a fantastic

Alex Ferrari 46:53
Amazing

Philip Bloom 46:53
If you want, they are incredibly, but if you want some a little bit more character than sure some of the older knickers are always good for that sort of thing. Nice and cheap.

Alex Ferrari 47:07
Do you use a lot of Do you use a lot of vintage glass? Or do you ever play with it

Philip Bloom 47:11
Occasionally, occasionally, not as much as I used to. I used to these days I tend to use a lot more detailed, sharper lenses. But I still I still do you know when I'm doing any lens whacking freelancing or using my old glass and a lot more for stills I do for stills as well. But for videos, probably less so. But I don't really always a horrible question to ask because I just I love long telephoto is as well.

Alex Ferrari 47:43
Sure it's the right tool for the right job. I know it's like it's a it's a tough question. If someone asked me I have a couple of lenses that I go to all the time. But in there's a couple of fun ones that I I play with like a

Philip Bloom 47:58
Hand and got a great one that I've recently bought 70 to 300 Yes, it's not a standard constant aperture. It's not their white one. It's their their non L series one but it's new ish like last year and it's not that expensive. It's got crazy fast autofocus for doing stills. And build quality is great. It's light and the optics are great. It gives you a huge range so 70 to 300

Alex Ferrari 48:24
What's the How fast is it 35256 I think okay, so it's outdoor soccer but

Philip Bloom 48:33
Yeah, it's an outdoor lens but you know if you if you want a lens which is a you can limit me to three it's really cheap with a long big long zoom that's going to cover a big range and I still have a fast 50 mil for my primes then wide angles I love my big wide angles as well but you know my think my biggest wide angle I've got that is not fisheye is 10 mil which is ridiculous that's avoid lander

Alex Ferrari 48:56
So you haven't avoid it.

Philip Bloom 48:58
It's It's It's boy let them make amazing glass.

Alex Ferrari 49:02
They do.

Philip Bloom 49:03
Well that 10 mil is like I bring it with and I put it on and I take a couple of shots with it. I think I've shot video with it twice maybe briefly. sure if it's too wide, or it's just ridiculous. It's it's an effect lens. So my favorite actual why my favorite focal length in wide is actually around 24 2024 mil around. Yeah, I do like wider than that. But it's you know, it's you can just find myself a little bit too it'd be a little bit too wide. So 2024 is a good sort of middle ground like sigma record rate 24 mil point for that make a 20 mil as well.

Alex Ferrari 49:44
They're 18 to 35 is amazing.

Philip Bloom 49:46
There aren't lens. Yeah, if you've got for crop sensors that it at 35 is fantastic. Yeah. And I and I if you're 20 that gives you your 24 to 2474 frame equivalent, so it's a great lens

Alex Ferrari 49:59
Now If If you want to talk about why my favorite Why'd I have is the canoptek 5.7 micro four thirds, but it doesn't. It doesn't fisheye. That's impressive. It's the it's the Kubrick lens. It's what he shot is the big brother of that is the 9.8 which is for 35 that one is for 16 so I use it with a pocket and with a pocket it just it's amazing. But it doesn't fisheye so if you remember the Sheen's from the shining in the yeah that's all shot with the Coptic as well as the the right before the rape scene and Clockwork Orange that was shot with the Coptic it's one of his It was one of his go to lenses in his in the series, but it's gorgeous. It's such a gorgeous lens. So we're geeking out.

Philip Bloom 50:50
On I mean, I do love my wide angles, and Zeno bought the 10 stuff like that, but um, yeah, sort of like a 1635 zoom is always a good a good, yes. You know, it's one of the things that people ask for advice. And they say what three lenses should I buy? My advice tends to be a call first question is how much money you got? No, point giving them any advice? Because it's such a you know, it's it's an impossible question to answer. And then

Alex Ferrari 51:15
There's the end lenses and what kind of what camera? Are you going to be using it on? Or what are you going to do a shooting film or video? I mean, or photo or motion? It's Yeah, it's, it's a very big question has many multiple answers. Now, do you have any tips? Well, good.

Philip Bloom 51:29
Yeah, I just I mean, just with the five D are just in its it hasn't really changed in five days, simply, you have the three, the three zooms, you're 1635 24 7070 to 200, that covers everything. And then you have a fast prime for everything else d 51.4. And that's kind of what you need to go. But that's 1000s. You know, it's if you're shooting documentaries, you kind of want that flexibility. If you're shooting features and narrative type stuff, then you can shoot on on primes. And not is that the joy of a zoom is the speed which you need when you're shooting documentary. You don't have to worry about that, then you can you can go with cheaper, more vintage primes. So it's a massive question.

Alex Ferrari 52:12
That's a whole podcast in itself. Yeah. Now let's talk a little bit about your masterclass, you nuke a new course that you put together for m Zed? Yeah. Can you talk about what the course is about? And what students can expect in the class?

Philip Bloom 52:25
Yeah, it's, um, I would say it's pretty much my 27 years of experience and knowledge as much as possible, just distilled into the facts of what it's like nine episodes, 131 and eight main episodes, like runs like nine and a half hours or so. And it's, I just wanted initially, m Zed asked me to do something about drones. And I went, yeah, cool. I don't that's gonna be, there's no way I can possibly feel much more than, you know, a couple of hours just on that. And so then I made the mistake of suggesting What if we did it about everything, everything that I do every type of filming styles I do. And then when Yeah, cool. And so then I realized just what I was letting myself in for, because I started breaking it down twice, I should have done that before I suggested it to them. Initially, it was going to be a six hour course. And by the time I started editing, that guide is going to be a lot longer than six hours, because I knew that when I was filming it, that it was going to get bigger and bigger and bigger. Because once you start talking about a subject, you realize you need to go down a path. So when I was breaking it down in pre production, and what we needed to do and figure out which episodes, what topics we should cover. That was kind of you know, where I realized, you know, it was a very good thing to actually make discipline wise, because it did require a lot of people duction. Otherwise, it just was not going to be a practical thing to shoot because it's sure enough as it was. And so I went through the topics that I really wanted to cover. The first one is the first episode is quite dull in in respect, because it's just me in my kitchen, but it's me explaining all of the stuff you actually do need to understand before you go out and shoot, which is all the technical stuff, a little bit of history as to why we're using these cameras and some of the flaws, the problems we can have with them. So it's going through everything you needed to know squeezed into like an hour and 20 minutes and then I went out and then I realized the next episode was okay, now I've got all that stuff out of the way. And I can just focus on being creative. And then it was never really competition is one of the things that's been very natural to me. And I've always been asked how can I improve my composition? And that always, well, you can always read books and to understand how what you're looking for competition. But then you need to work then you need to experiment and then you need to watch movies and TV shows and see how they do things and see what you like and and So that's kind of why this the first episode. So the second episode was all about showing what different lenses do and showing how cool a long telephoto can be on a subject and bringing a background closer to a person and the effect it can have compared to say, a standard lens and a wide angle lens. And then showing people how to move the camera when not to move the camera showing all these toys that can distract you when to use them. I mean, it was just so much in this course. And, and I think it's one of the things that I can look at the the list of the topics, the only really explains half of what you're learning, or did not even that from just what it is. So like, people will say, oh, there's no episode on lighting. I'm like, Well, no, because lighting is in every single every episode. Same with sound she found in every episode. I didn't want to do one because it's all filmed on location. I tackle things real world, much like I've always, I always want to do my reviews. And it's like an extension of that I wanted to show Okay, so I'm gonna do this episodes about interviews. So this is how you deal with getting to location and you know, you don't have the right room, you got to work with the light. One of the issues with the lights was the problems with the sound we have here. What can our background be, and it was really trying to take things as realistically as possible. And unless you're having real problems that I had to solve during the actual shoot, and showing them how I would deal with it. So that was kind of what I was trying to get with it.

Alex Ferrari 56:34
Well, I'm excited to to watch it myself. And I will definitely put all the information in the show notes for this episode for everyone to take a look at now. I have a few few more questions if you have some time. Sure. Yeah, sure. you've traveled pretty much all over the planet at this point in your career. Do you have any travel hacks for filmmakers? In what respect in their words of traveling, packing, getting things through? Oh, I mean, like you know, getting cheaper deals or even just even be able to pack all your gear what gear to bring with don't overpack. Yeah, everything. Like there's a bunch of stuff. Any any tips at all? Because I know Yeah, in today's world traveling, yeah, traveling with a bunch of gear and keeping it safe. And you're walking around with 20,000 bucks in your backpack? You know, it's like, it's pretty rough.

Philip Bloom 57:26
It's the worst thing about my job by far is the traveling. It's not the it's not that it's the traveling bit itself. It's not being in other places. That's the coolest bit. Sure. It's the getting there is the worst bet it is. And it's the most stressful thing is packing and figuring out what you need your weight allowances in whenever I'm booked on jobs. And I need to look up flight routes and see who flies there. Because I know which airlines have the better baggage policies. You're you're lucky you live in the states and you think you have bad baggage policies that you do not. You also write even your worst baggage allowance part of the policy with an airline is amazing compared to what we have to deal with here. There's like two airlines that fly out that the UK airlines, British Airways and Virgin Atlantic who charge you per bag, everybody else charges you per kilo. Ah, so that is where things start getting crazy expensive. So I think the most I've ever spent on excess baggage, probably about three and a half 1000 pounds each way.

Alex Ferrari 58:43
Three and a half 1000 pounds.

Philip Bloom 58:45
Yeah. And that was it was a great as a job in in Japan. And the client had insisted on flying via Amsterdam with KLM KLM charge per kilo. And I told them, this is expensive, and they didn't listen to me and then they had to pay. And so you choose the airlines for reason. You it's worth if you're flying entirely in the USA. So if I fly to the US, you get like two bags. There's your minimum allowance. But if you fly anywhere else from from London, you'd get one bag. So I guess you guys have just managed to negotiate a better thing and

Alex Ferrari 59:25
We and we think it's horrible. It's absolutely atrocious.

Philip Bloom 59:28
Yeah, it's worth seeing if you can get some media accreditation because there's a number of airlines which give you better deals. Southwestern Delta, United a couple of others. There's a few of them out there which you know if you've got problem with media accreditation can save you a lot. I mean delta will also you know quite good in that they will let you I think like 50 bucks or probably change 30 bucks per bag up to 100 pounds which is crazy. Just remember that the important stuff always has to be carried with you. And we're supposed to carry out our lithium ion batteries as carry on luggage. So know your rights with the airlines, because I guarantee you, they don't know your rights. So you will they will tell you something and like, actually, no, if you look at the policy on your website, this shows you what you're allowed. And again, let me check on my and they go, and then they'll confer with somebody else. So this happens all the time. They need to understand what you are allowed and what you can't do. You know, when it comes to batteries, you got to be careful about the what hours you have on some of the drone batteries, some of the larger era batteries, you can you can take like two per person. So make sure you fly with somebody else who can help you out with that. I do check a lot of expensive stuff. You have to because of your your carry on limits. Sure. Sure. And I don't use petty cases of Pelican cases. The simple reason being is yes, they offer great protection, but they look expensive. Yep. And stealable Yep. And so my luggage looks really unfilmed gear like it's still really protected inside. It just doesn't look like if and that's I look like average luggage. And if you know if you can get the pinkest most colorful, garish looking luggage with Hello Kitty stickers on. Do it. 1000 valuables nobody's gonna steal it.

Alex Ferrari 1:01:45
That's great advice. Actually, that's awesome. Yeah,

Philip Bloom 1:01:49
I really think Petey should Pelican should make a series of I think, yeah, I you know, when I have had to fly with with the hard cases, whether it'd be like for mobi or a drone ohnaka and inspire, then I cover them with stickers, like superheroes and stuff like that really do my those hard cases got Superman stickers on everything, it just doesn't look like professional film gear anymore. Try to disguise it as much as possible. It's, it's a big old topic. And it's a difficult one. And it's and then you get because certain countries will need you if you're taking professional film gear into be to have a proper document accardi, which costs a lot of money. And you need to have everything itemized and listed. But some countries won't accept that. And you have to negotiate with them beforehand, or find out what you needed to have there. And this is why sometimes it's really nice just to go with a small DSLR style camera, and just try and not be obvious. If it's if it's difficult to get to be too or too expensive to have that then it's try and go in. But you are always going to have a risk if you are doing a paid job. And you try to try to cut corners and not get a carny and go to the tourist and not get the correct visa and you you're gay get stopped and doesn't get brought in. That's your fault. And it's just one of these things. If you're doing it for a client, you have to pass on these costs to them, explain to them okay, well, we're going here. And we need this and, and it's just one of the things flying is just absolutely horrendous. And, you know, there's really every day you know, there's always a new story about how the FAA or wherever it is are going to change what we can share data saying anything with any lithium ion battery cannot be checked. And then and then no camera can be checked. And it's kind of like no professional electronic gear can be checked online at some point soon. If this goes down this road. I don't think we'll ever be able to fly abroad with our gear anymore. We'll just have the era of the rental company is going to be there because every speaking FM a major rental outlet, every single city in every single place because we can't fly with anything. Which be terrible, terrible if that ever happens. But yeah, it's I hate it. I hate it so much. I always bring too much always bring too much. So make the best advice I say is just make a list beforehand. And just bring what you need. Maybe you know a couple of backup things as much as possible. Like I always have a second camera just in case. But but kind of the obvious stuff. Really.

Alex Ferrari 1:04:32
Okay. Batteries always bring back extra batteries. Oh god. Yeah. batteries, batteries, batteries. Now um, what advice would you give a filmmaker wanting to break into the business today?

Philip Bloom 1:04:44
Ah, I guess the first question is why do you want to as long as doing it for the right reasons and that's great. It's not you know, you never was not a business to get rich in two.

Alex Ferrari 1:04:56
Gonna say it's not rich and famous. That's not the reason why to get in?

Philip Bloom 1:05:00
Ohh no. Go and become a banker or something you want if you just want to do something creative and you because you get into because you want to be creative. So that's my best advice to start with. And it's a tricky thing, it's, it's one of the things that I think this is kind of partly why it's so good to have. This course I've done with em, Zed is it. Whilst it's not a film, school replacement, it condenses all of my knowledge into this one thing. So people watch it, they can get, you're not gonna become a filmmaker from watching this, but you're going to get a lot of knowledge from it. And hopefully use that knowledge to find your own style and voice and know how to do things a bit better. Because that's what you're going to need to do, you're going to need to be patient, which a lot of people aren't these days, or too much like, wanting stuff to happen overnight. I think my best example of this was a guy did. So I do this, I do some private tuition with people. And this guy emailed me saying he wanted to get to make a short film to be entered into next year's Cannes Film Festival. And he wants some training for that. I'm like, interesting. And so I asked him to tell me, it's a really strange way of actually wording things. And yes, I want to make,

Alex Ferrari 1:06:26
I'm gonna submit it to the Oscars. It's been submitted to the Oscars.

Philip Bloom 1:06:29
Yeah, I'd like to win an Oscar. So I'd like to do some training. I have not won an Oscar. So I'm the wrong person. That comes to me. But I said to him, so what is it? What do you want to do? What do you want to learn from say, I want to get a grounding of light, you know, things which can help me make me be able to make this film. I was so What experience do you have? None. I've never used the camera. I've never made a film. Oh, God. But I've, I've seen lots of film. Oh. So I then said, Well, I don't know how long you're expecting, trading wise for me. But

Alex Ferrari 1:07:06
You got 10 years

Philip Bloom 1:07:08
How long do you expect? What do you want for me? Exactly. And he said, maybe? How much would it cost for two hours of training?

Alex Ferrari 1:07:22
Oh, my God, you gotta be kidding.

Philip Bloom 1:07:24
I reply to everything when you know, that's not going to be enough. And then he replied, saying, well, we're about four. That's where the conversation I felt like a practical joke. But it wasn't I was being deadly serious. And it's one of the things you've got to be so patient with. And you've got to work your ass off for years. For years for years. Yeah, absolutely. It's before, you know, when I left sky, I was senior care man. And you know, I couldn't go any further at the company without going into management, leaving the camera behind. And then when I left, I didn't want to do news anymore. So I had to start completely again from the bottom. And it took me four years to start getting the work that I really wanted to do, even after being 17 years in another aspect of the business. Exactly. So it's, and now there's a huge amount of more competition than there was even 11 years ago. So it's you've got to be really patient. And you've you've got to be obviously got to have talent, you got to have the ability to sell yourself as well. And it's not something to be embarrassed about and talk about not talk about, you know, it's a business or any job, any job where you are selling yourself and your skills, its business and you have to be able to sell yourself I remember what would this guy who's such talented director, filmmaker, but wasn't doing anywhere near the work he should be because he just was a terrible salesman. So you've got to have that skill as well find good people to work with try and network as much as you can with people. I'm not sure you know, a Facebook group is not the same as open networking, whilst it can be useful. It's just there's so much noise on there. It's It's everything has become so diluted, it's much much much harder to find clear voices. Yep. Listen to. But at the end of the day, if you can make it in this as a business, then it's a career, then fantastic, because it is the mean it's the greatest thing in the world to be able to to be able to do what I would do if you weren't paying me and pay me for stuff as well. That's great. But you got to understand that most of the time that you get paid, you won't like what you're doing. You won't like the work that you're producing. Yes. Amen. And let it go and Then do stuff yourself to have that creative fulfillment. Because when you're doing a corporate for some guy, you're gonna, you're gonna look at a girl guide. And they're going to tell it, you're working for them. You're not you're not making, they're not hiring you to make a Philip bloom film, that how you make a film. They're, they're the client, you make it for them. And yeah, you've got to make it as good as you possibly can, they probably come to you because they've seen something that you've done, right? But the end of the day, you are going to find that you are not going to love what's been done with your, what you've made necessarily, or what's been done with your work. And you just have to accept that and move on. Now what, wait, they'll give everything to it, just because it is not just a crappy thing. still get everything to it. Because you can still be you can still be creative, you can still get so much out of it yourself. And when you get home, you don't feel like oh my God, what a terrible day, I had to film this worst call center ever. It was all for lighting, bla bla bla bla bla bla bla, that's fine. But if you made an effort and made it look good, then you can come home and go and pour yourself a drink and go I deserve this because I I made that look good. And you're happy. You won't come home and feel better ever.

Alex Ferrari 1:11:18
God Yes. And there are a lot of bitter filmmakers out there without question because they fall into that trap. And when I when I spoke to work with Robert Forester, and he gave a great piece of advice, which is like no matter how small the job, give yourself, give it 110% because you never know who's watching. You never know who's on set, or who will see that work and maybe hire you for another job somewhere else.

Philip Bloom 1:11:42
Even then, even that client, they may give you this really terrible job. Yep. And then they see my God, this was really bad and can't believe how good you made this. You're perfect for this, this job that we have six months in the Seychelles, right? All right, great.

Alex Ferrari 1:11:59
And that you never know. You never know. You never know what you're gonna get. Now, what's the lesson that took you the longest to learn whether in the film business or in life?

Philip Bloom 1:12:10
Oh don't kill yourself with work. Take set yourself. time where you stop. Now, my edit suite is I have a home edit suite, which is financially convenient. And obviously nice and handy. There's no commute for me when I'm editing. But that divide between work and life is really difficult. And so when I am editing apart from I mean, when I was cutting him dead serious Mind you, I had to break this most times because I was working, stupid long hours editing. But for most jobs, I kind of set myself if it's 630 to 7pm I'm like, okay, no more work up to seven. And be disciplined about it. discipline that you start time disciplined about your finish time. And make sure you give yourself time to see your your girlfriend, your boyfriend, your husband, your friends, your children. Sure, make sure you have a life. I very rarely work weekends now. Unless the shoot demands it or you know, I have to go somewhere. So I will down towards that weekend. Yeah, you still find me with a camera, you're still seeing find me flying a drone or taking photos somewhere. But that's me. That's my own time. And unless you can find yourself a girlfriend to who'd like to do it with you. Always good. Myself and Sarah loves, loves shooting and she loves all that stuff as well. So that really does help. But I think it's really important to get the work life balance, right. And it took me probably about 20 years or so to start realizing how off it was. Yes. And now I work way less than I used to write. I probably work I probably work half as much as I used to two years ago. So yeah, I earn a lot less, but I'm a lot happier.

Alex Ferrari 1:14:14
And that's really nice.

Philip Bloom 1:14:16
It is priceless. It also makes my work better. But yes, I'm happier.

Alex Ferrari 1:14:21
Yes. very diligently.

Philip Bloom 1:14:23
Yeah, I think that's probably the best thing I've learned took me a long time to learn it. I'm very stubborn. But I eventually figured out

Alex Ferrari 1:14:32
I feel you 100% I try to do exactly all those things. I don't work weekends. And I have a specific time I come in and a specific time I come out every day. And because everyone always asked how do you create so much content? How do you you know run this this, you know this big blog and do all the stuff you do and have twins and have a family and all this Mike, you got to you got to do exactly what you said. Got to be very strict with yourself. And

Philip Bloom 1:14:55
I'm impressed. I mean, you got kids. I mean I haven't got kids yet and I don't even know How I'll cope with having kids as well. Apart from I'll probably just film them a lot.

Alex Ferrari 1:15:05
Yes, they were probably the most documented children in history without question. I think they probably will. Yeah. And last question, what are three of your favorite films of all time? Oh, you know, it's an impossible question. Just today today, what do you feel like today?

Philip Bloom 1:15:20
Oh, um, I still want to go with Empire Strikes Back is in is in always in my top three? Absolutely. It was. It was. That was one of the first films I ever saw as a kid where I still remember the emotional reaction I had. Also that, and it's still watch it today. And I still feel Wow, this is incredible. I'm also a huge Alfred Hitchcock fan. Yes. And find it difficult to pick a favorite. But again, I think for the emotional impact, or maybe it's another film with a downer ending. That's vertigo. Yeah. It's just such an incredible film in every way. I think I just think of all my favorites, or have such downer endings. I don't know why I actually like happy endings. I like things to I want to I don't want to feel like like I felt at the end of seven every time I see a film.

Alex Ferrari 1:16:17
I know. Right? Yes. Like that's Fincher for you. That's Gone Girl. I'm like, holy crap. No, the worst date film of all time. Yes, they are. The worst. Is that fatal attraction and fatal your breakup

Philip Bloom 1:16:37
Fatal Attraction break up now shares your Yeah, that's not a good one as well. I guess what? And I think maybe something more recent. I don't know. But of the films that I've seen recently, what another one that had a really good emotional impact on me was Danny bill knows arrival last year.

Alex Ferrari 1:16:56
Yeah, that was actually a really interesting. That's such an interesting film to watch.

Philip Bloom 1:17:01
It's not my favorite film. Now. It was my favorite film of the year. And in I saw blade runner 2049 last week, and that's, again, incredible. Oh, yeah. He's an amazing filmmaker. But I always tend to go back to the same films I end up watching again and again, again, whether it's original Planet of the Apes. Sure. I love love my sci fi very much. And invaders. ravenloft are

Alex Ferrari 1:17:27
Of course

Philip Bloom 1:17:28
Perfect film than Raiders.

Alex Ferrari 1:17:30
Raiders is is, is perfect. It is a perfect film. And since you're a Hitchcock fan, have you seen the new documentary? 7852? No, I have not. Have you heard of it? No, I have not. I just found out. I just found out about it the other day. Well, it's on iTunes. I watched it yesterday. And it is an entire documentary about the shower scene in psycho. Wow. And they go through every shot. And they talk to everything in the impact of psycho. But they've literally break down everything about the shower scene, which is arguably the you know, 90 seconds, the most important 90 seconds in film history. Honestly, some of them yeah, I mean, what he was able to do in that shower sequence. But someone put together arguably a really good documentary shot in black and white by the way. It's gorgeous. It's on iTunes, you definitely should watch if any film geek, definitely Hitchcock fan will love it. Yeah. Anybody who has not seen psycho, what the hell are you doing? Why are you listening to us? Go watch psycho.

Philip Bloom 1:18:32
Watch this film. That is if you take the sections, which obviously date the film, which is the beginning, the anything that anything outside of just the motel is it stands up completely today. It could have been that it's just so incredible. And I just some of the it's the most innovative filmmaking you'll ever say. And we're talking

Alex Ferrari 1:18:57
1960 it's we could do a whole episode just on psycho without question. Now, where can where can people find you and your work?

Philip Bloom 1:19:14
My website is philipbloom.net. So it's P H I L I P B L O O M, and my blog is there and that is the same Philip Bloom is what I have for all of my social media, whether it's instagram, facebook, twitter,it's just

Alex Ferrari 1:19:33
My space my space geo cities No, sorry. You know, it probably is still there Mises to properly

Philip Bloom 1:19:39
I haven't really used it as such. Right. It's one of the things I do have. But yeah, so it's pretty simple to find me and I'm quite active. I'm pretty active on them. And it is a real mixture of photography, filmmaking, and personal stuff. I put some I do put personal stuff on social media. That's kind of you know, Another, it's a whole podcast is about, you know, yes, you will have a dividing line between this sort of thing. And I think it's important that to be to be to be you on social media. And that's why I always say my bio silly grumpy so depending on how I'm feeling, I will be like that. And I put some personal stuff up there and I put some perfect everything I tried to make as nice as possible. And a nice mix and I just try and make it feel as as, as me as it is, you know, like the M Zed course, it's me what you see is a very, I'm very different anything else you will ever see training wise, because it's it's very personal. And I kind of think that kind of sums me up reading and how I like to share things.

Alex Ferrari 1:20:46
Philip man, thank you so much for taking the time out. It's been an absolute joy speaking to you man. Thank you so much.

Philip Bloom 1:20:52
Thank you very much for having me. Thank you.

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BPS 402: Behind the Curtain of Blackmagic Design with President Dan May

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Alex Ferrari 1:50
I like to welcome to the show. Dan May, Dan, thank you so much for taking the time. I know you're a very busy man.

Dan May 4:20
No problem, Alex I'm happy to be here.

Alex Ferrari 4:22
I was I had the pleasure of meeting you at this year's na B and you were you were you were like the the prom queen or king.

Dan May 4:31
Yeah, well look, I'll take it either way we were busy, busy is good. You know, maybes for us are always exciting. We generally tend to have a number of new announcements out and this year was no different. So it was great to be there be talking to you know, folks that are using our products people that are excited about what we're doing. And you know, we were really pleased without the whole show when as a whole

Alex Ferrari 4:51
It was it was insane because I had never been to nav before when I when I drove up to the convention center. All I saw was black magic.

Dan May 4:58
Like yeah, it is It's a good place where we're at right now we, you know, obviously the company has grown massively over the last few years. And, you know, we've had, I mean, a lot of our enemies have been great shows where we've had great product announcements. And, you know, some of the standouts were the obviously the the first time we came out with DaVinci Resolve at $1,000. And, you know, when we came out with that first camera, it was like, earth shattering news was rippling through the hall. So, you know, we've had a number of just na B's, they've been really, you know, outstanding for us as a company. And, you know, we really tried to make the most of that opportunity to be there and engage with users face to face, but also, you know, it is it is really one of the few shows that globally, is kind of seeing now, it's not just those people that show up in Las Vegas, you know, there are, you know, plenty of media folks that are there, the reporting from all over the world. So we definitely try to make the most of that opportunity and, and go big, you know, go big with announcements and with our presence, and, you know, to try to help change our industry, that shows a big piece of our ability to do that.

Alex Ferrari 6:02
And you guys are definitely doing that. So I wanted to get I wanted to first ask you, how did you get into the world of black magic? Because obviously, you weren't born into it out of the womb? So how did you get into black magic?

Dan May 6:14
I was created in a lab for no. So I, you know, interesting for me, I actually my background was in music, I have a degree in music, and I'd been doing some some work, just you know, as you do after university trying to find your way in the world and, and ended up landing at another video company and transition quite smoothly into into video for a manufacturer because, you know, while audio and video are different, certainly, you know, like, hey, it's a timeline things move. This is how things edit and kind of did started working for a manufacturer there started doing just some side, you know, like, here's how you work on video project type stuff, and just had worked for a couple other manufacturers for a few years. And eventually, when Blackmagic Design decided they want to start start an office in the US. You know, I kind of got that call to say, Hey, you know, we want to we you know, we sold some product into the US I think Blackmagic was about getting on to about four years old as a company. They had essentially no full time employees in the US. And they said, Look, we want to start this office in the US. What do you think? And I was like, below Yeah, that sounds like a great, you know, a great opportunity to basically be employee number one. This is, you know, a time when we were selling decklink cards, and that was pretty much it,

Alex Ferrari 7:34
I remember those decklink cards very fine

Dan May 7:36
Yeah great card, great products. And, you know, he kind of kind of looked at the landscape and said, look, I think this is a great opportunity, kind of believed in the vision of what grant pay the CEO wanted to do. And and came on board is basically employee number one in the US. So when you're president of black magic design, Inc, in 2018, that sounds incredibly impressive. When you're when you're president of Blackmagic Design in 2000. And was that six? Yeah, it's it's less impressive. Your employee number one in the US and you kind of build from there. But, you know, it's

Alex Ferrari 8:08
Not many people knew a lot about black magic, other than some day cards.

Dan May 8:11
Yeah, exactly. In cards, what we wanted to do so so, you know, obviously, it's been a quite a transformation and, and, obviously be a part of what black magics been able to do, you know, play my role to help in the company and, and help grant with his vision, you know, it's been a, it's been a fantastic run, and, you know, 2018, some 12 years later. Yeah, if you had told me 12 years ago, this is where we'd be, you know, it sounds crazy. But these are the stories that happened when companies do, you know, figure out the kind of the, the magic, the black magic, what it is they want to do when people latch on to, you know, what we what we're all about, and the fact that we continue to kind of push the envelope, you know, that's all led to growth and success and, and, hopefully, continued growth and success as we continue to, you know, have any of these, like when we had this last April?

Alex Ferrari 9:04
So in 2006, you joined black magic, how was the digital landscape then compared to now?

Dan May 9:11
I mean, the big thing, then, well, as you know, what, what Blackmagic had had been able to kind of figure out was, you know, things like Final Cut Pro, and what, what that application was able to do was was able to really take a major crack at that kind of glass ceiling as far as the democratization of, of, you know, professional video production, right, you before before, I mean, look, dV existed on kind of what was the consumer prosumer I hate using those terms, but it was it was a way for people to have some capabilities that didn't really exist before. You know, obviously, personal computers we're getting more more faster, right, more powerful to be able to do some amount of processing a video DVD was compressed enough to where you didn't necessarily require the crazy crazy computing processing power but and that's where Final Cut kind of had gotten its, you know, almost start as a look, we know we can be this other great DVD editing software. But when you start bringing in uncompressed capture cards like Blackmagic Design hadn't hadn't developed, you know, you're talking about now being able to have this uncompressed video quality that was really limited to the Hollywood hate to say this Hollywood elite but really those you know, the had the big budgets to be able to do that professional quality and and gain the benefits of working in uncompressed video. And suddenly Final Cut became a tool that folks in Hollywood can use immediately because, hey, look, I have the same uncompressed video capabilities at this much lower price point. Now, of course, what ended up happening there was every other independent filmmaker or student filmmaker, you know, anybody else said, Well, wait a minute, for a few $1,000, I now have the ability that took hundreds of 1000s of dollars to do in that Hollywood and post production facility. So that was already on the table. That was what was changing the game. So when I, as I went outside of that piece looked at it said, Look, that's really fascinating. And, you know, I feel like I can help with some of that, you know, literally, that I know, the entire roadmap, and the opportunities that we were able to tackle as a company, as the last, you know, kind of decade plus has gone by, to help us get to where we are now.

Alex Ferrari 11:30
Yeah, I mean, I mean, I remember when Final Cut came out, and basically allowed me to open up my post facility. Because before then, avid basically was the dominant factor of of editing, and it costs hundreds of 1000s of dollars to have an editing system. So Final Cut, did open that door and did the democratize. Thank you. Yeah, that's the word that is the word that a lot, and you guys are black. It is very black magic. And you guys do that not only with software, but also with digital cameras and cinema cameras to be specific, When was the first time you guys decided to look into creating the first cinema cameras.

Dan May 12:12
So we we had, like many people that are looking around the industry, and we hadn't seen that there was a gap in kind of that camera space. And, you know, you know, we had at that point, we had already made the da Vinci acquisitions, we had already had kind of resolved cooking along, you know, we had kind of diversified our breadth of products there. And we had made these hyper decks for these video recording purposes where we were seeing that, you know, the DSLRs, had come in and shaken up a bit of the landscape as well, where you had these amazing photo cameras, that also did video, and they did video pretty well, it was compressed, and it looked good. And it suddenly put kind of professional video into a lot more people's hands, again, the democratization of having this great looking video. Now coming from the post production side of things, we also realize the trouble with that highly compressed h 264 format that you're seeing out there. And where, you know, it was just problematic, it wasn't a super high quality, it didn't give you the real time performance, you know, there's just some problems on there. And then from there, when you when you say, well, let's solve those post production problems. Well, from there, you're jumping up into 40,000 plus dollar cameras that are in that Sydney world, which are amazing cameras, you know, they obviously function at the highest level that gives you that great post production capability. They're very flexible, and they are largely unattainable by many, many most people show rental cameras, most people that can even get them at that level, but they're not cameras that are largely owned by people and certainly aren't something you're going to go out and shoot on the weekend or do student films on you know, there's, there's a big gap, big, big gap there. So, you know, we had we had said like everyone else will look someday some one of these, one of these end of the spectrum is going to, you know, make a decision to move up or down stream, right, we're gonna find DSLRs that suddenly have that workflow capability that's going to be very post friendly, or we're going to find these high end Cinema Camera manufacturers have figured out that this is how they're going to make that sub $10,000 kind of camera that gives you some functionality of their premium brand, I guess you could say and then you know, we would heard whispers of that for years, right? We'd heard people say that we're gonna have, you know, 4k for 4k or whatever. Lots of different rumors that were out there never seem to come and pass year after year kind of went by. And I remember we were sitting there and this must have been, you know, sometime in 2010. If I want to say and we were we were talking about our next version of what the hyper decks Were going to be. And, you know, these are little SSD recorders at the time, they just had some button funktionale and we talked about adding them monitor and marketing, things like that. And, you know, eventually what became what the video assist later became. And that kind of became the, but you know, if we just put a sensor on it, basically a camera, and literally a few months later sitting in Australia and having these engineers come out, and this was been, you know, December, November, December timeframe, having them walk out with this giant PCB with a lens on it, and then going, Well, this is a working camera, and we can show this in April and you go, there's no way we're going to show that in April. That's insane. Of course, this is what we do all the time. We all the time frame up these ideas, we have these brilliant engineers, and lo behold, you know, a few months later, that's the first Cinema Camera 2.5k. And it was no, it was brilliant. For what is basically our first camera, I still love the image that that camera, you know, makes And while many, many things we've done in the year since then have helped build upon that camera

Alex Ferrari 15:57
And the camera speaking of is the 2.5. Okay, yeah, and wonderful, I shot my first feature on that.

Dan May 16:04
It's, it's and again, he now you would call it an old camera by black magics standards five years old, where it is old. It is that image is still amazing, it's going to assert that 13 stops of dynamic range, if you're really just doing 2k or, or HD, you know, that is a beautiful image that creates now we've added to our kind of subset of like, Well, here's how you build a better menu system. And here's our these ergonomics may be more what people want to see. But for a first camera, it i mean that I tell you that na B It was like aftershocks had just rippled through the industry. And I remember that was an amazing moment to be a part of Blackmagic. And to say, Wow, we've really changed things. Because even if that camera sold, you know, 5000 or 50,000, or 500,000, or whatever it was going to end up doing. We had realized that at that point, we had entered a place that Blackmagic hadn't been before, that it was a very big stage that we were stepping on to and that even if you know regardless of how we did with that camera, which I would say we did well and have continued to do well with that camera, that that was going to change the way that people looked at cameras in that space forever. There was never no one was ever going to be able to say, Well, I'm gonna buy this other camera and not say, but how does it compare to what Blackmagic is doing over there. And that and that's a really cool thing to be a part of when you know, you know, when you can actively say this is a moment in time, we are helping shift this industry what we believe for the better for the users out there.

Alex Ferrari 17:30
And how much and how much was that camera? The price point was also another big thing

Dan May 17:34
$3,000 I want to say at the time there so No, it was it was it was it helped. But there's there's a lot of things that go into the thought of what we're doing right. And when you look back at that camera, it was the idea of you know, we need to be able to convince someone that using a DSLR already, why they would want this camera Look, it's using the same EF glass you probably already own, you're interested in doing better post production work anyway, this is the camera that's going to give you that more post production friendly workflow having things like pro res, having things like raw capabilities that you don't have on your DSLR if you're really serious pursuing the, you know, the cinema style of post production, heck, we're going to give you DaVinci Resolve as part of that package, because we want to pull you into the abilities that resolve offers. And kind of step up your game that way. And, and it was a great opportunity for us to help pull people over there. And then at the same point, I remember like one of those first conversations at any be talking to a cinematographer and then going, look, I'm still going to rent that other camera package for that week long BMW shoot or whatever, you know, commercial work I'm going to do. But this is the camera I can own for the other three weeks of the month, where I'm shooting my independent films while I'm working on my pet projects, you know, these are the this is the type of product that I would want to have there. So we know we left that nav, feeling like we had ticked off a lot of the boxes. Now of course you get lots of other feedback like well, you should have done this and you should have done this better than that. That's great. We want that feedback. That's what's helped us these last five years continue to refine our camera development shape the products that go every year. And you know, every year you've seen kind of new developments from Blackmagic but that's another big shift. When we started coming out with more cameras, people were like how can you make another camera 12 months 18.0

Alex Ferrari 19:23
God I know

Dan May 19:25
You kind of go look Blackmagic tends to pursue a model that's more like say your cell phone or your graphics card. You know you don't necessarily buy a new graphics card every year just because there's a new graphics card. It's more powerful. Maybe there's new features. same can be said for your phone. Now if you want to great if you've got the capability or you've got the return on investment, we would say look we hope that $3,000 camera has served you well for the last 12 months or 18 months or two years. You don't have to buy the new Ursa mini or the new Ursa Mini Pro or the new pocket, cinema 4k but you know you spent 12 12 $100 or $2,000, or $5,000, at some point, you're going to decide you want to make that step, just like you wouldn't be your cell phone. I mean, I upgrade my cell phone every year, I may upgrade it every three or four years. But that's much different for a lot of folks that will coming from that market where you buy a DSLR, and you use it for the next five years or 10 years, because maybe they haven't come out with so many quick things. Or if you were going to buy a higher end Cinema Camera, it's an investment that clearly you're going to hold on to for five years, 10 years, and maybe you would sell it and you'd get some type of return on that. Well, that's not really the Blackmagic model, the Blackmagic model is going to be we are going to price that thing as affordably as humanly possible so that we can get it out to the most people we can possibly get it to. And we're right back into the kitchen to work on something that's going to be two years down the road. You know, hopefully even better, maybe you need it. Maybe you don't. But you know, we're going to continue to have this frantic push to get engineering done. Because, you know, that's what's going to best serve our customers.

Alex Ferrari 20:59
Well, one thing I love about working with Blackmagic products is that you are the only company currently that has the full ecosystem, from camera to final deliverables, and post production and so on. You haven't done lenses yet, but I'm sure that's probably always discussed. Definitely. trepidation, it's tough. That's a tough, that's a tough one to crack. I've seen many I've seen many companies come and go in the lens game. It's a really tough, tough place to go into. But with DaVinci Resolve, you know, first of all, what made you guys go after a color grading system, which is basically the color grading system that cost $300,000 before and then now buy it and then basically give it away.

Dan May 21:46
So yeah, there's lots of I mean, look like everything in life, a lot of things come down to opportunity, right, recognizing what the opportunity is when something does come across your way. And for some of our products, we can look at say like live production switchers. And you can say that's something that was on black magics roadmap at that point in time, when the opportunity to go out and buy Ecolab, a company that didn't switchers came along. So you say great, that makes sense. Let's get it that's closer to market to do that than to continue the development that we're already working on da Vinci was probably a little different Da Vinci was our first acquisition, obviously was at a time when we were we were growing, we had we had made the ducklings we had moved in the converters and some video hubs. And we were thinking about what our future and how to diversify was going to be. And along came this opportunity for us to acquire DaVinci. And, you know, as you say, you know, the Vinci was kind of like the coke brand of our industry, you know, it was such a rarity. And when you when you walk into a post production facility, if they had color grading a suite, it usually was like the crown jewel of the facility. And you know, it was a lot of times in Hollywood was DaVinci. And, you know, it was just kind of this amazing product that was out there that was was a big standard of Hollywood, essentially. And I remember trying to explain to you know, like my mother and people that aren't part of our industry. And it was right at the time when, when Disney had bought Marvel, right? And I said, Imagine if Marvel bought Disney? It would seem weird. And I think in our industry, people were like, how did black magic this company that makes very nice widgets. And I say that lovingly, we're doing just fine selling widgets, blue products, how are they buying this company? DaVinci, which is this, you know, 25 something year old company that's building these, you know, half million dollar million dollar systems, you know, what are they doing? And that was a large leap of faith, I think for us to go in and say like, Look, this is what we could do if we do this. And you know, hear me out because it sounds crazy. You know, we could, we could continue to be a great partner to partner, all the software partners that are out there. Because obviously, we were partnered up with, you know, all the guys out there making software. But we also take a bit of control of our own destiny by doing this because we can have a software platform that we can build around that we can kind of have as a piece of a workflow that kind of fits into our vision of where we want to go as a company. And you know, what ends up happening there is you end up not necessarily being completely beholden to other partners that you may have. So again, we want to we want to have the great partnerships with all the other software platforms out there. It's incredibly important for us to make those Dec links and ultrastudio products work with those companies to make sure that our cameras have great workflows through all of their platforms, but we're also not completely beholden to, you know, like, well, if they if they were to go away, or if they were to withdraw support from us as a company, you know, we're not left out on an island and so it was it was good for us. But we also said You know, look, this is going to continue with our mission of being able to provide these incredibly powerful platforms and solutions to as many people as possible. And, you know, clearly, when you look at what we've been able to do with that over the last eight years, you know, it feels like we've advanced, we've advanced back patient along considerably well, because you might have a little pat on the back for that one.

Alex Ferrari 25:24
I know, I mean, what you guys were able to do with resolve, I mean, I was one of the I think I was one of the first guys to jump on seriously as an editor on it a few years ago, because when you guys switched it over to I think was the 12 to 12. Five, when editing became a really, or 11, even. But I think 12 is when it really kind of took off. It was really solid nonlinear editing system, when I edited my first feature on it, then I did shoot shows, and you know, Hulu shows and other big projects on it. And then I started preaching about I'm like, Guys, you don't understand this is amazing. And I started like preaching from the top of the, of the of the mountaintops of like, everybody, it's free, jump on it, and please use this, and then it's just been getting better and better. It's fascinating what you were able to do with that software. And now, I swear to God, when I, when I showed up, then a B, actually, I got the email a day or two, before I flew up to nav that then you have now added not only color, not only sound, but you added fusion

Dan May 26:27
And that and that goes back to building out that platform to be as the best platform it can be. And I think there's two important points that, you know, we always try to kind of reiterate to folks is that, you know, we want, like I said, we want to work with everybody out there, right. So if someone comes along and says, Look, I'm using this other camera, we want to say great, we've got resolved, it's a great platform for you to use. If someone comes along and says, Look, I'm married to this other software platform, that's what I use, we say no problem, you know, we've got these Dec links, or mini converters, or our camera has a great workflow, you know, part of the great Blackmagic plan has always been don't force people to use what they don't want to use, right? Don't use proprietary media don't use proprietary lens choices don't say great. Once you've gotten into our solution, you have to use all our solution, because that's not what anybody know, said nobody ever nobody, I hope, a lawyer I hope they forced me to use everything that they make, because that's just disastrous. And we've seen it be disasterous in our field, and we've seen it be disastrous in other fields. So we want to be really upfront about that, like, Look, you love your product, other product brand product, by all means if we can make that work within our ecosystem, we want to make that be the case. And if you want to stay in a black magic ecosystem, that is our goal, like you should be able to buy a camera from us use DaVinci Resolve use our IO hardware, you know, stay across that platform, use all that, you know, as much Blackmagic product as you're comfortable using with hopefully will provide a lot of incentive to do that price will be one of those other workflow capabilities will be others. But look, don't feel like we're gonna come and say like, well, you're not a true black magic person, because, you know, you decided to use that other product, like they are just tools, and we all recognize they are just tools in the look, we want to obviously do well as a business getting those tools out there. But, you know, we don't feel that forcing people to stick within an equal structure is, is going to lead to that. So, you know, that is a big piece of what we do. But, you know, how great is it to be able to go to one software application and say, Look, I brought in my Blackmagic camera files, whether they're pro res raw. And while there, I'm one person, and I've got this one tool to go, yeah, great edit color, the effects, audio, you know, basically don't have to worry about conform, where everyone pulls out. Yeah, and be done with it. Or, you know, I'm a post production company that says, Look, I can have multiple people working on the same product at the same time, same project on the same product at the same time. And I again, don't have to do the conform where again, everyone loses their hair and is up at four in the morning wondering what's going to go wrong next. Like these are great workflow benefits of being able to have that so, you know, we feel like not only did we just go out and say like, Look, we're going to take this great platform and and give it away, you know, we can actually do something that's not been done before, right? And put this all into one tool, do it well. And and and hopefully you know, the the fears are always like, Look, don't add this in and suddenly make color be terrible. Or you know, like don't try to overdo one thing. So we, you know, we've had to take it slow. Like I said, you know, 11 1212 five, every ever

Alex Ferrari 29:39
Between 14 and 15 was not that slow cuz I just updated to 14, and then all of a sudden I'm like, son of a doubt. They just got 50 literally like within a month of when I updated it

Dan May 29:52
Still in beta. So it's still exactly what you mean but goes back to what he said is like we're never going to stop or rest on our own. And do that kind of like, cool. We're done. Now let's just collect checks the next three years and just off the mighty else, you know, kind of messes with the plan, like it's always going to be about us going. Okay, that was cool. You know, we you when you go to a show like nav, like I said, that's where you get all that great feedback. This is amazing. But you know what else you could do? Oh, yeah, you're right, that would be cool. How cool would that be? If we did that? Or, you know, we still like how many of our hardware products have we gone out? And we're like, we're building all these racks. We're doing all this live production and stuff? Like why do we keep buying these other audios? Which are, you know, audio monitors that aren't made for video, either expensive and bi can't select which, you know, audio tracks I want over the SDI? Yeah, we could build that. Let's just build, like, I mean, we are, you know, grant is champion of like, the nerds in the workshop that are just going like, this is cool. And we can do it. Let's do it, you know, business model. Okay, let's figure out what that is. Okay, cool. That should work me.

Alex Ferrari 30:58
We'll be right back after a word from our sponsor. And now back to the show.

Dan May 31:09
But, you know, for us, it's about kind of always comes back to what's best for the users if we think this is a good idea, because we would want it or we're going to use it, or we think it empowers more people. And that's pretty good. Like, let's start there. Instead of, you know, how do we build a really expensive camera like built that's useless? Like there are other folks out there to do a fine job with that, you know, how to how do we sit down and say, how do we build the best $1,000 Cinema Camera, which was that first pocket camera? You know, how do you how do you do that? Like, what does it take? You know, how much can you shove into a product like that, and still make it be great at $1,000, and profit much and profitable, profitable, that's a much different approach than we built this product, how much can we charge for it, which is a very typical kind of manufacturing approach to things. So it's just a very different way. Blackmagic approach is a, you know, building products, building solutions, and hopefully helping, what we consider the most amount of users out there,

Alex Ferrari 32:09
What I find fascinating, I've told this to people a lot, since I've been, you know, working with you guys over the years is like you are the biggest mom and pop operation I've ever seen. I mean, it's just like, you have that mom and pop, beautiful, like small, you mean, like, you know, I can have access to I can get access to someone like you, you know, there is no big ivory towers, everyone's just like this small little community, but it's not it's a massive competition. It's huge.

Dan May 32:37
And, and look, to be honest, like, it's hard, like, these are hard things to do. And there's a reason why you don't see this, you know, out there often because as a company grows, you know, you get more people, you have more processes, you have more things, and the risk ends up being there, that you you kind of get diluted from your main goal. The main goal to be stuffed for bureaucrats to make things be easy is it about, you know, profitability, and how much money can you know, we're all gonna drive, you know, fancy cars and have boats and or whatever that what is the actual goals and the fact that black magics been able to maintain that goal of empowering the most users out there, that's the single focus and the, you know, the thing that drives us every day, and and the rest of it becomes a look, let's make sure that look, we obviously want to grow. And we do have to have processes, and we do have to have profit, and those are the things but that's not actually the first goal. The first goal is empowering people and then down the list becomes, okay, let's make sure that this process makes sense and is efficient, because that efficiency is going to help us keep that cost down. But that is an incredibly difficult thing to do. And, and and look, I'm glad the black magics grown, the way it's grown, I'm glad it didn't grow necessarily overnight, you know, because that obviously would be you know, like jumping into cold water, you know, just just shocking, we've been able to kind of have that organic growth, that's allowed us to stay focused on what we're doing to still have that kind of, like you said, sort of mom and pop feel, even though the company has gotten a lot bigger, because the core values of the company are still there. And that hunger to still succeed at whatever level of success you want to kind of put down there, whether it be growth or whether it be empowering people, whether it be you know, just building out a product line that we think is exciting, you know, those are the things that keep us kind of keep us going and and the other stuff is important, obviously want to keep the lights on paychecks. Yeah, that's great. That is important part of it. But you know, all those other things have to be about does that help empower more and more users out there

Alex Ferrari 34:45
Now are what are some of the films and television shows that use Blackmagic cameras because I think a lot of people don't realize that you you at the highest levels.

Dan May 34:54
Yeah, I mean, the thing that's hard with the camera stuff is that you know Mr. namedropping, but, you know, when you go into a major production company that that does Hollywood type stuff, you know, and I can think of a distinct example where we're sitting there, and they're showing us these are tests, and they are so thrilled with how the Blackmagic cameras are standing up to, you know, the very expensive cameras that they they use on on all of their productions. And they said, Look, you know, we, we do this, because, you know, we have, you know, that being who they are, you know, of course, they can afford to use whatever camera they want to use, and they'll say, look, we're gonna use, we're gonna continue to use those cameras, because we can on all of these highest level things, but you best well be sure we're taking Blackmagic cameras on every one of those shoots. Because the last thing we want to do is put that camera in a situation that you know, it shouldn't be in, whether that be in a tight corner or in a car or in a danger zone where we can use those Blackmagic cameras almost flippantly because they're almost disposable at that highest level. But at the same point, when we have, you know, smaller projects, they can be a cameras and we have other behind the scenes things, we can use them for all of that. So, you know, that's how they generally get used on the highest level. And when I use a lot the Mad Max example of, you know, of course, they used to think it was two Ari's as their primary cameras, all their headshots all the things we're doing with a beautiful press story, you can find our website about this, but they use some 30 or 40, other Blackmagic cameras, because the last thing they want to do is run all of those stunts over and over again, you know, a lot of those are, we're doing this once, let's put all the Blackmagic cameras out there because they cut so beautifully when they do if if a camera ends up getting blown up or run over, a Hollywood person is not that concerned about losing their $3,000 camera at the end of the day, right?

Alex Ferrari 36:48
That's craft services for five minutes,

Dan May 36:50
Exactly. They've they're not worried about that, at the end of the day, they have so much footage to then be able to pool, they can run that very expensive stunt once and the cameras are just a very small, small piece of that. And that's a great example of at the highest level. And why would they not want to use other beautiful, expensive cameras, they're all customed to it, they give them everything and more than they'd ever want. But they can use our cameras in ways that really give them new capabilities that they wouldn't have had before. Now, when you move back from that you start talking about television and work when you talk about commercial work when you talk about you know, that's where you start seeing all the Blackmagic cameras starting to show up as a cameras and commercial work. And you know, that's that's always exciting to be but you know, we're we're always excited is when it suddenly becomes in when you want. I remember well, gosh, it must have been 12 boy, 434 years ago now, going into a university, bringing whatever the latest new camera we had, and having the university professor talking to his group of film students and going like, well, how many people are familiar with Blackmagic cameras, and every film student puts their hand hand up? And then he says, Does anybody have a Blackmagic camera and literally half the students raise their hand because they had Pocket Cinema cameras, and they had cinema 2.5 cameras, and even the professor was blown away, because that's such a big change for that ownership of a professional camera. Right? You know, these are the things that when we look and we say like, you know, have cameras been successful? Yeah, look, I'd love to have the next Marvel movie be all shot with Blackmagic cameras. That'd be great from just again, calling up my mom and telling.

Alex Ferrari 38:25
Because she's still there, she's still not impressed with you.

Dan May 38:27
Yeah. Because really, I still will never be impressed. But, you know, for me to be able to walk into that university or that film school and say, hey, how much magic stuff do you use? And they say, Well, I own this camera. And I've been learning on resolve, and I, you know, I've been working on these other products and you go like, well, that's amazing, because that's something that, you know, again, 12 years ago, you said, that's a goal, that's a real goal for us to have, because that's going to be what helps continue to empower more people goes back to that mission statement every time and be willing to help the brand going forward. Because, you know, when those film students graduate, you know, they're going to be very comfortable with, you know, black magic as a company as a brand and, you know, relate to what we're trying to do. And that's incredibly empowering, and incredibly important to us.

Alex Ferrari 39:12
It's what you've been able to do with like, specifically resolve where you're giving it away, you're basically creating a generation of filmmakers who are going to be using your product just like Final Cut did back in the day when it first came out. Like that's what because when they were students or when they were coming up, when they moved into, you know, full blown facilities or into bigger companies. They like, Hey, why don't we set up DaVinci Resolve I did that specifically when I, I grew up and I grew up, I was an avid editor. Then I jumped the final cut. And then when I moved into a studio job, I was headed to the post production department and they're like, well, we want to get there was one old app and I'm like, well, let's set up final cuts. And I set up in like 10 final cuts for the price of one avid and they were like oh my god and i know That's exactly what's gonna happen and is happening today with resolve and then also the cameras and all the other things that you you guys do. So it is quite genius. What is he doing?

Dan May 40:10
It's a it's a, you know, we talk we talk internally short term long term. Now what are what are our plans? What our hopes? What are we tried to do when the you know, a few of us kind of think about where we're where the ship is going, you know, Grant's got both hands on the wheel. And he's swerving lefties Wurman. Right, yeah, the conversations about Okay, what's, what's the plan here? And we're obviously goal is to empower people, how do you do that? Right? You know, it sounds great, you know, we're gonna, we're gonna win, we're going to be successful. And there's the long term plan and the short term plan, the short term plan is, you know, we're going to build the next planet, we're going to have this launch, this is how we're going to package these things. This is how we're going to get out there. This is how we're going to be efficient, and all the doing that long term plans. How do you be a company in this industry that has had major, you know, strangleholds, on certain segments, by certain brands? How do you? How do you become someone that's visible at that level as some of those folks that have been around 20 3040 years as a brand? And how do you do that in a way that can be both disruptive? Because obviously, you can't just come in and be nice. But how do you do that without necessarily making everyone your enemy and and that long term plan has to be about that, look, we have to play nice with everybody, we have to be open, you know, we have to obviously have a stick, you know, if the stick is just be very affordable, or give it away or whatever, you know, like these are, these are important to being able to to differentiate. And again, hopefully creating workflow advantages. Look, we don't just build a product, because we want it to be inexpensive. You know, that's nice. But it also has to do something, you also have to do something better than what's already out there. So you know, these are the type of conversations we have. And we say, look, should we build a resolve, affordable panel, and for a long time, we didn't think that was worth doing. Because there are great panels out there that are very affordable by other manufacturers. And we said, Look, we can focus on building other things, work on cameras work on switchers, because those guys are doing a great job there. Now, a couple years down the road, you kind of go and you say, you know what, those are great panels. But one of the things about those other panels is they're great, because you can use them for any application out there. That's kind of the great part about them. The problem with that is is they don't become a resolved specific panel. So what we can do is we can create the best resolve specific panel. And that's what led to those micro and mini panels to say amazing, you know, they are amazing panels for resolve, we're not pretending that they're great panels for anything else. Those other panels do a great job of that. But here's how we can do something that a differentiates B empowers people. And c really helps fill out, you know, a piece of the overall workflow. But that's kind of how some of those processes come around. Everyone comes to nav and says, again, like the lenses is a great example, you should build lenses. Yep, that sounds great. If we could build really affordable lenses, that'd be awesome. But what are we actually going to do? That's, that's not been done there other than being affordable, like that may be enough on its own. And those are, those are the conversations that we wrestle with and say, you know, what, next, what are the next C, we're gonna say all the SS Blackmagic into havoc and, and, you know, totally change our industry. You know, it's hard, it's tough. And it's part of, you know, part of the big, the big picture that we're always trying to look at.

Alex Ferrari 43:30
So what speaking of disrupting, and the SS Blackmagic. And, and, and changing the industry. Let's talk about the new Blackmagic Pocket camera. Because I saw it, I held it, we spoke a little bit on the floor about it. I just literally finished shooting my second feature on the original pocket camera. And it was wonderful, because I love the look of that super 16 sensor. It is such a unique look that there is nothing else on the marketplace like it. So but of course the one thing that everybody always said about the pocket camera was like, Ah, it could just be 4k.

Dan May 44:10
Yeah, I mean, so this is one of those. This is again, one of those, like, you know, you get to nav and people like you know what you guys should do?

Alex Ferrari 44:18
Of course,

Dan May 44:19
First of all, let me get out my notepad real quick, because I want to jot this down, because you're the only one who's ever the only one who's coming from the pocket 4k camera. And I say that very lovingly. We want that feedback from folks. But when we would tell that very passionate individual that I always have to remind our team that like, it's great because so many people want black magic to succeed. How fortunate are we as a company that people come and they they like I love what you're doing and I can't wait for you to make more stuff and I want you to be successful. And even people that say I don't use your x product. They're like I I'm so happy with what you're doing because you're changing industry. So we are so lucky to be in the position. We're in where people are literally cheering for black magic and wanting us to be successful because of how we are helping them and helping change the industry. Back to the pocket 4k camera, we would tell that very impassioned person that came to us, we say, look, we get it, like we understand why we want it. But, you know, we had made this production camera 4k that kind of feels like about the smallest, we could build the 4k camera at that point in time. We know we're not so sure what else we can do. Or we could add to that. And of course, this is, you know, four years ago, three years ago, sure. And about two years ago, you start going, Okay, look, we could we could actually do this, like we can get it to be a bit smaller, you know, what are the other things that we could do that would improve upon this and it takes, it takes time, right? It's not like we mean is as magical as black magic is, it's not like we can just, you know, turn anything out of anything like it does actually take engineering, and resources and developments in technology to be able to do it. So, you know, when we finally kind of started going, like, Look, we worked on building smaller kind of electronics, you know, you see some of these crazy little, you know, micro converters and ultra studio minis and we had worked on building smaller products and getting compact down and dealing, how do you deal with heat dissipating heat, you know, obviously, as Blackmagic grow, we were able to add more engineers and bring more talent on the table to help with all that. So it's not just a, like, let's get back in the lab and one guy comes out like it does take time it takes those developments to get done. So we started building, what became the Pocket Cinema Camera 4k and, and you know, again, when you do have the ability to kind of sit back for four or five years, we're able to kind of say, okay, cool, like, you know, we've advanced some of our menu systems, we've advanced some of our, you know, recording capabilities. Like I said, some of the heat, things that were concerns when we had not been sure about how to make it smaller and, and even still, you know, where we're having conversations as early as I think, maybe the beginning of the year going. And this is the kind of things where, you know, like, you're probably very fortunate to be in a situation, I'm like, should we call it the pocket camera? It's, like, the biggest problems you're worried about? Right? You know, having a discussion about like, Look, you know, you know, like I said, when we started out with that original pocket camera, you know, how do you build the best $1,000 camera, and we're starting to look at this camera going like, Look, this is this is maybe not going to be $1,000 like, you know, again, we want to keep the lights up and keep all those brilliant engineers paid to build more products. Sure. 95 is gonna be a bit tough. And you know, what are we gonna charge for it, you know, we want to, you know, we want to get as many of these out there, we don't want price to ever be the reason why someone can't buy a Blackmagic product and should be 1295 should be 1495 is 1995 too much. And eventually, you know, the conversations you're having as you're getting it out the door, because the price was never really the first problem. The first problem was, well, how are we going to build this amazing product, keep it as low as we want, as far as cost can be. And eventually, that's how we got it. We eventually said, you know, resolve and come down to 295, because that's how we roll. And we said, well, we're not gonna do 995 Let's settle on 1295. And we'll give them resolve for free, which we had not given on the pocket camera. And that became a very incredibly agreeable line for us to be able to stick to so you know, it's it's insane. It's 95. That's, yeah, and look, it's always that there is their internal wrestling that goes like, yeah, should we charge 1495 for that, that wouldn't be an extra $200 it would basically go to help pay for engineering and you wonder, would we sell less? If we did? Or would we sell more at 1295? And it's you know, these are, these are the questions that we do wrestle with, but at the end of the day, it goes right back to that first mission statement, which is how we're going to help our users the most. And if we stick to that, we feel that we're more we're more right than wrong most often. So what becomes a fallback kind of for us in a lot of ways.

Alex Ferrari 48:49
I've what I find fascinating about the pocket camera is I do believe out of all the cameras that you've created and recreated the Ursa and the minis, and and so on, that have been disruptors. This product specifically, when I first saw it heard about it like this has the biggest potential to be an absolute industry disrupter, because you're basically finally giving a DSLR style camera or size of camera, but with raw capability and pro res capability, which does not exist. Yeah, at that price point is in SAM giving them a free editing software.

Dan May 49:30
They're gonna want that if they're going to be doing any type of overall workflow. And you're right, it is something that you look and you say, that is why the price is so important, because you want to make that that threshold to get this product as low as possible, right? You want to make it so that people look at it and they'll find faults because there's no perfect product out there. And they'll say, Well, I wish I had this. I have my own wishes. But at 1295 are you willing to overlook that because where else are you getting this kind of price performance In a product and then, and then like in, again, why these pricings are so important to us. Once they do that, and then hopefully they open up resolved and they see some of the benefits of the workflow. And then they think about, maybe I should get a decklink or ultrastudio product to get, you know, video out of the computer into a monitor or in if I have other things that I want to get input. And you know, and that's how someone becomes if they hadn't been familiar with the Blackmagic brand. That's how they become familiar. And they and they start looking at what we have to offer, and hopefully have that experience that says, Look, there's a lot of great things here. And I am never going to claim that any one of these products do the same thing that the 40,000 or $80,000 ones do. But there's a reason those products cost at a mountain. That's great. They shouldn't that's what they cater to, and they sell 10 or whatever. I don't know what the reason why that model exists, our model is going to exist to go out there and empower the most amount of people possible with the hope that they're going to turn around and say, Well, I got this amazing camera I got this free software let me buy some converters, let me buy some decklink card right me when we when we look at these other products and build them in and Wow, now I've got this one company that really is helping me and giving me the choices that I don't seem to be able to find elsewhere. And hey, look, Alex, it seemed to have worked out pretty well. And well as

Alex Ferrari 51:18
You guys have been doing good. So basically your products are like doorbusters on for on Black Friday, you put it

Dan May 51:26
But every but every product is it's like an L we've got you know we've got yo system will hit you with the $10,000 a year support contract like we would come from that's

Alex Ferrari 51:36
Exactly it. Every product is a doorbuster. And then so that's it's it's genius. And then how you guys are still alive and functioning as a company and these boys, it's amazing!

Dan May 51:47
That goes back to the business end of things about efficiencies like Don't, don't stuff yourself with a bunch of bureaucrats and everyone has to be really doing, you know, no one can hide it black magic, you know, you hear about these companies where it's like, well, I'm employee number 39,722. And what do you do? Well, I have coffee six hours a day, great. No one can hide a black magic because we everyone has to be efficient. All of our how we build things, how we develop, you know, how we do everything has to be super efficient. Now, sometimes that comes around where people don't understand, you know, hollywood customer comes around and says, Well, what, what's my price? And you say, it's $12.95? This, it's the same price is the film's student, it's trying to scrape together the money to buy their first professional camera. Well, you know who I am? I don't know, man, when you get on Southwest, you just decided to pay more money so that you can, you can write and then there have those things out there. But, you know, this is the this is the world of democratization. And look, you know, everyone pays Edu pricing. That's, that's that's how we're rolling a black man.

Alex Ferrari 52:49
Yeah, I've heard stories off off air, which I won't repeat names, but there have been very famous directors who just like, Don't you know who I am? Like, that's nice. That's, um, it's 1295. And then like, you just made 20 million on your last movie. Can you afford it?

Dan May 53:05
Yeah, and the problem. And the problem with the Hollywood and this is what happens with, there's a reason why the Vinci was in this situation where they were in, they were catering to Hollywood, they were building half million dollar systems, and those 10 customers and just using that number, because you know, those 10 customers would tell them what to do, they would struggle to get it done, they would sell one or two systems. And that was the business model. The problem is, no one wants to spend a million dollars anymore, or even a half million dollars anymore. And what we what the terrifying thing for those customers when we did we we didn't do it eventually, when they said you're going to screw everything up by giving it away for free or $1,000, or whatever they perceived it to be. It was a look, you have to realize, you guys are not funding the development that's needed for this application to be successful. And what's going to fund the development for those applications to be successful is all of these other users. So yes, we realize it's terrifying that we're putting professional color grading software into everybody's hands out there. But you know what, that major film is not going to go to buckos color grading company out in the middle of nowhere. They're coming to you because they trust you and your service. And you've have all of those believe that but and look, you guys want more capable colorist and more people to come to you to work workforce. And to have that workforce, that's never going to happen if there's just this elite product that no one can touch in us. But these are the things that, you know, like I said, we have to sit down and say, Look, we're going to empower users Check, check that box, you know, how are we going to make this be as efficient as possible so that we can build the user base we can have, we can't just ship 100 of these things. We got to chip 100,000 of these things to make that all work and it has to be incredibly efficient. But that's how these last 12 would fit in before even I was here. 15 years for black magic has been you know, building a business exists like that. And that's very hard to do if you're one of those companies. There's also in that South hall or other Hall, that nav and you go, Well, how is this company going to be here in 10 or 15 years, they've built business around selling, what they sell at a model that they have? How do you turn that tank down the windy road? And say, No, no, we're going to do it all over again and give it away for free. Like that kind of has to be built from the outset, or you have to have, you know, massive revolution from within. And that's obviously higher. And that's why I say, this is very hard to do. And look, someday when the black magic book gets written, you know, maybe people will appreciate it more of what what it all is. But you know, for now, we're just happy to see the success of the products out there, you know, when you again, see it may use by a Hollywood user, or when you walk into that university, and the students say, you know, we are so glad that you guys are doing what you do. You know that that's, you know, that's what makes us a great back to the lab,let's get on with building more great products.

Alex Ferrari 55:58
All right, so Dan thank you so much for being on the show, I have a few questions that I asked all my guests is going to be kind of a speed round, if you have got it. All right. What advice would you give a filmmaker wanting to break into the business today other than buying Blackmagic products?

Dan May 56:12
You know, one of the things that I realized actually doing this job and that I tell filmmakers today is, you know, the only thing that separates you from that other successful person you idolize is the fact that they've done it and you haven't yet there was a time where I thought, look, you know, someday, someone's gonna realize I'm a fraud, I have no idea what I'm doing. I you know, I don't have any of the same skills that other successful person that I idolize is, and you realize, once you kind of start breaking through that that's totally a load of crap. The only thing that actually separates you is the fact that they've gone and been able to do it. And you haven't done that yet. So obviously, it takes hard work. Obviously, it takes discipline to do. But that's it. That's it's not that they're brilliant. It's not that they've got some special formula. Sure luck's involved, there's other things that are in there, but you actually have to go and do it. So don't be discouraged by the fact that I'll never be able to be a filmmaker or an audio person or a post production engineer, whatever that dream is, it just the only thing that separates you from the person that at that level is the fact they've done it. So just go do it.

Alex Ferrari 57:17
Fantastic. Now, can you tell me what book had the biggest impact on your life or career?

Dan May 57:23
Boy book? I don't, don't just audio man like audio. But then But yeah, I had read a lot about I can't pull anyone up. But being I had come from music I had read about a lot of, you know, composers and musicians throughout history that and so even as I transferred into video, like that last bit of advice, I just remember thinking about the troubles and the tribulation news, especially, you know, when you think about musicians, in particular, the struggles of not really having a lot of money, or obviously lots of folks went through, you know, drug and alcohol abuse and the struggles, they went, one of the reasons why I decide I didn't really want to pursue that lifestyle. And that's still the same video, but you know, reading the biographies of so many people out there and the troubles, it makes you recognize that you're not, you know, you're a you're not unique, so like, you know, everyone's got their struggles, everyone's got their challenges. You know, it helps you kind of say, look, all you have to do is kind of keep going, keep reaching, and keep at it. And you'll that's the plan to be able to get there. Because if you don't, you just won't get there.

Alex Ferrari 58:26
What is the lesson that took you the longest to learn whether in the film industry, in your business or in life?

Dan May 58:31
Don't be afraid of admitting failure, because failure is a part of growth. And when you're young, you're so worried that if I do this, and I do this wrong, and I'm going to fail, and everything is going to be over? And when when you're very young, real, like if you really think that like life is over. And as you get older, you realize that that is just all part of the process. So you know, hey, that didn't work out the way I want. What can I learn from that? How can I do it better the next time and again, just get on to the next time? And three of your favorite films of all time. Oh, boy, as well. Fun. Yeah, I mean, look, you can't I cannot ever leave like an Empire Strikes Back off off the list, of course, completely. Revolutionary, you know, just change change how you saw film. You know, Godfather, probably too, is got to be up up on that list, too. But man, you know, here's a weird one. I remember being a little kid and watching ice pirates. That was such a great film, like, like, but and I think it was at that age where it was just like, Oh, you know, being the sci fi nerd that I was like, You must have watched that film, literally 3000 times because it was just, I don't know, my parents probably didn't even know that. I was watching it that many times. But I just remember being, you know, a five or seven year old kid and Jessica, zillions out yeah, totally not on the normal list of films

Alex Ferrari 59:52
A few films that remind me of but

Dan May 59:54
Probably if I watch that now I'd be like, this is terrible.

Alex Ferrari 59:57
Oh no, you can't you can't have to live in your mind. You can't have go back

Dan May 1:00:00
In my mind, as you know, just something that was very formative as what adventure meant

Alex Ferrari 1:00:06
To to add to that list of those kind of movies, ice pirate movies Time Bandits,

Dan May 1:00:10
Time Bandits, is right there.

Alex Ferrari 1:00:12
Crawl. Yes. Horrible.

Dan May 1:00:16
Terrible. But again, like I you know, there's a lot of things that I think I can look back and go like, you know, wasn't Voltron and amazing cartoon, you go back and look at it. It's not the same tropes that every one of those things have. But look at the time you go like, this is amazing. And that's part of what kind of, for me built in that sense of adventure, that sense of creativity. And you know that I mean, even if it's not something that you carry with you day to day that it is still part of what you who you feel is you. So look, sometimes you can't deny it, you just got to embrace it, and you know, work with it.

Alex Ferrari 1:00:49
And now where can people find more about more about black magic,

Dan May 1:00:53
The best place is to just go to our website, which is www.Blackmagicdesign.com.

Alex Ferrari 1:01:01
And there's a lot of stuff in that website.

Dan May 1:01:04
A lot of stuff you can dig through in there if you've got the time, patience and energy.

Alex Ferrari 1:01:08
Dan, thank you, man, you've been an absolute pleasure to talk to you and inspiration. And again, thank you for doing the good work that you're doing over black magic with, with all of those amazing people that work with you.

Dan May 1:01:18
No problem, Alex happy to speak with you anytime.

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