This report concerns a project undertaken by the Film Producer class FIL-4661 offered by the Film Department at the University of Central Florida in the Spring of 2009. The class included a series of lectures by experts in marketing including, Shannon Lacek and Rich Grula (both are previous marketing directors of the Florida Film Festival), producer Christine Vachon, FFF programmer Matthew Curtis, former students Tom Hurter and Nick Martinolich, and Professor Randy Finch.
The class was divided into 20 teams. Each team was assigned a film that would screen in competition at the 2009 Florida Film Festival. Working with the FFF staff and the various filmmakers, the students in FIL-4661 were responsible for the guerrilla marketing of the competition films.
Our team consisted of Michael Lighston, a Cinema Studies student expected to graduate in the fall of 2009, Juan Sanchez and Jared Smith, who are both Cinema Studies students expected to graduate in the spring of 2010. We were assigned a film in the documentary competition entitled Pressure Cooker. The filmmakers were Director, Cinematographer and Editor Mark Becker and Director/Producer Jennifer Grausman.
The following is a report on what we attempted, what we accomplished and, most importantly, what we learned.
Wednesday, April 29, 2009
Synopsis and Brief History
Pressure Cooker follows the story of three high school seniors at Philadelphia's Frankford High School, Erica, Dudley and Fatoumata, and their tough but loving culinary professor, Mrs. Wilma Stephenson. A legend in the school system, Mrs. Stephenson's hilariously blunt method of teaching Culinary Arts is validated by years of scholarship success. Against the economic hardships of inner city Philadelphia, Mrs. Stephenson trains and prepares the three students, each with their own unique struggles but with the shared dream of winning full paid scholarships, for a culinary competition which could change their lives forever.
Director Jennifer Grausman secured the permission and blessing from the Philadelphia Board of Education, Frankford High Principal Richard E. Mantell and Mrs. Stephenson, who allowed the filmmakers generous access to her classes throughout the school year. Shooting of the picture began on September 7 2006, the first day of school and went all the way through graduation day in June. Early on during pre production, director Grausman began to consult with editor Mark Becker, who jumped on board and also became the cinematographer and co-director of the film.
Instead of focusing on the poverty and economic hardships of the neighborhood, the filmmakers decided to focus on the student’s dream of achieving greatness and succeeding in the world of culinary arts. Co-director Mark Becker explains “Erica, Fatoumata, Dudley, and their friends take pride in their artistry in the kitchen: They want to be chefs and own their own businesses. Their lives and their aspirations belie easy presumptions about low-income families.”
Even though the filmmakers had access to the school and classrooms, shooting the film was not always an easy task. Jennifer explains: “Mrs. Stephenson’s first priority was her students and during stressful times in the classroom she would yell at us or threaten to kick us out.” Adds Mark: “It felt like Mrs. Stephenson had a successful method of operating – a blunt and exacting way of working – and she didn’t turn this mode off for anyone. Not for other teachers. Not for us.”
A graduate of the MFA film program at Columbia University, Jennifer Grausman was
honored with the 2005 Best Producer Award at the Columbia University Film Festival
and the Arthur Krim Memorial Award in 2004. Before production began on Pressure Cooker, Grausman had produced six short films, many of which have played in prestigious film festivals, such as the Tribeca Film Festival. Recently, Grausman co-produced Eric Mendelsohn’s narrative feature Three Backyards (2009). Pressure Cooker is Grasuman’s first film as director.
Mark Becker, who earned a Masters Degree from the Documentary Film Program at Stanford University, made the acclaimed Romantico (2006), which premiered at the Sundance Film Festival, where it was nominated for the Grand Jury Prize. Becker was also co-editor on Lost Boys of Sudan (2005), winner of an Independent Spirit Award. Becker currently produces, directs, shoots and edits documentaries in New York.
Director Jennifer Grausman secured the permission and blessing from the Philadelphia Board of Education, Frankford High Principal Richard E. Mantell and Mrs. Stephenson, who allowed the filmmakers generous access to her classes throughout the school year. Shooting of the picture began on September 7 2006, the first day of school and went all the way through graduation day in June. Early on during pre production, director Grausman began to consult with editor Mark Becker, who jumped on board and also became the cinematographer and co-director of the film.
Instead of focusing on the poverty and economic hardships of the neighborhood, the filmmakers decided to focus on the student’s dream of achieving greatness and succeeding in the world of culinary arts. Co-director Mark Becker explains “Erica, Fatoumata, Dudley, and their friends take pride in their artistry in the kitchen: They want to be chefs and own their own businesses. Their lives and their aspirations belie easy presumptions about low-income families.”
Even though the filmmakers had access to the school and classrooms, shooting the film was not always an easy task. Jennifer explains: “Mrs. Stephenson’s first priority was her students and during stressful times in the classroom she would yell at us or threaten to kick us out.” Adds Mark: “It felt like Mrs. Stephenson had a successful method of operating – a blunt and exacting way of working – and she didn’t turn this mode off for anyone. Not for other teachers. Not for us.”
A graduate of the MFA film program at Columbia University, Jennifer Grausman was
honored with the 2005 Best Producer Award at the Columbia University Film Festival
and the Arthur Krim Memorial Award in 2004. Before production began on Pressure Cooker, Grausman had produced six short films, many of which have played in prestigious film festivals, such as the Tribeca Film Festival. Recently, Grausman co-produced Eric Mendelsohn’s narrative feature Three Backyards (2009). Pressure Cooker is Grasuman’s first film as director.
Mark Becker, who earned a Masters Degree from the Documentary Film Program at Stanford University, made the acclaimed Romantico (2006), which premiered at the Sundance Film Festival, where it was nominated for the Grand Jury Prize. Becker was also co-editor on Lost Boys of Sudan (2005), winner of an Independent Spirit Award. Becker currently produces, directs, shoots and edits documentaries in New York.
Marketing Work
After viewing the film, the team immediately came up with various ways to promote it throughout the greater Orlando area. We decided to pass out flyers at the various culinary institutes, such as The Orlando Culinary Institute and Valencia Community College West Campus, since the film involves culinary art competitions as well as culinary art education. The team also thought it would be key to promote the film at various upscale and middle-class restaurants throughout the Winter Park Area. These restaurants included P.F. Chang’s, Brio, Beluga, Crispers, Johnny Rockets and so on. We felt that reaching out towards the patrons of several restaurants who are interested in gourmet foods would share an interest in culinary competitions as well as culinary arts in general.
As our promotional plans progressed, we came up with the idea of dressing up as chefs and attending the Opening Night Ceremony/Screening at the Florida Film Festival, where there would be press as well as many potential filmgoers, as well as passing out flyers dressed up as chefs around the Winter Park Village area. Since press was attending the event, as well as many headliners, such as the several filmmakers and celebrity chefs, it would be perfect to get media attention and help create a buzz, spreading the positive word of the film to a greater audience.
Each team member had a specific task in order to properly promote the film.
Juan Sanchez: Contact various culinary institutions and restaurants; look up prices for chef outfits.
Jared Smith: Liaison with filmmaker, communicate with Enzian about arrival of promotional materials, contact Valencia Community College East Campus.
Michael Lighston: Designed flyers, look up various prices for flyers.
The entire team shared many responsibilities, which include: creating a Gmail account for our feature, printing and passing out flyers at various locations, purchasing the chef uniforms, design a marketing plan, writing a pitch and press release, attend the Opening Night and Kat Cora event to pass out flyers.
Each team member accomplished their specific tasks. The teamwork was also a success. Everyone chipped in and did their part, never leaving other team members with an additional workload.
As with every endeavor, there was some success as well as many failures.
Success: The Opening Night Ceremony and Kat Cora event, in which the group dressed up as chefs and passed out flyers, was an incredible success. The group received many positive responses, even acquiring contact info from filmmakers as well as catering businesses that confused us for actual chefs. Passing out flyers around the Winter Park area, dressed as chefs, also proved to be a success. We reached most of the restaurants we wanted to contact and they were quite friendly and willing to assist promoting the feature.
Failures: Contacting Bryan Stamp, the filmmaker representing our feature, did not flow as smooth as it could have. Emails went unanswered for a week and a package which included our promotional materials did not arrive until the opening day at the Festival, with limited supplies for us (only about ten flyers). Communication and promotion at the Valencia Community College campuses did not work as planed either. At the Valencia West Campus they did not allow us to pass out flyers, due to the fact that the flyers did not state an affiliation with Valencia Community College. Luckily, after franticly pacing the campus for an answer, Juan talked to a culinary professor and he agreed to pass out flyers for his specific class. Also, due to the fact that our promotional materials arrived late, we were unable to promote the film in timelier manner.
While not necessarily a failure, the fact that we were not able to get a hold of Kat Cora or other celebrity chefs at the Opening night event for photo-op was most disappointing. Local media was also in attendance and we were unable to create a situation in which we could get some on air time.
If given the opportunity again, we would have been more aggressive towards attracting the media. An opportunity to get a photo-op with Kat Cora could have garnered some substantial local media attention, which of course would have not only helped promote our particular film, but the Florida Film Festival in general. We would have also attempted to reach out to the high school student demographic, considering the film is about high school students struggling to achieve greatness in their future.
As our promotional plans progressed, we came up with the idea of dressing up as chefs and attending the Opening Night Ceremony/Screening at the Florida Film Festival, where there would be press as well as many potential filmgoers, as well as passing out flyers dressed up as chefs around the Winter Park Village area. Since press was attending the event, as well as many headliners, such as the several filmmakers and celebrity chefs, it would be perfect to get media attention and help create a buzz, spreading the positive word of the film to a greater audience.
Each team member had a specific task in order to properly promote the film.
Juan Sanchez: Contact various culinary institutions and restaurants; look up prices for chef outfits.
Jared Smith: Liaison with filmmaker, communicate with Enzian about arrival of promotional materials, contact Valencia Community College East Campus.
Michael Lighston: Designed flyers, look up various prices for flyers.
The entire team shared many responsibilities, which include: creating a Gmail account for our feature, printing and passing out flyers at various locations, purchasing the chef uniforms, design a marketing plan, writing a pitch and press release, attend the Opening Night and Kat Cora event to pass out flyers.
Each team member accomplished their specific tasks. The teamwork was also a success. Everyone chipped in and did their part, never leaving other team members with an additional workload.
As with every endeavor, there was some success as well as many failures.
Success: The Opening Night Ceremony and Kat Cora event, in which the group dressed up as chefs and passed out flyers, was an incredible success. The group received many positive responses, even acquiring contact info from filmmakers as well as catering businesses that confused us for actual chefs. Passing out flyers around the Winter Park area, dressed as chefs, also proved to be a success. We reached most of the restaurants we wanted to contact and they were quite friendly and willing to assist promoting the feature.
Failures: Contacting Bryan Stamp, the filmmaker representing our feature, did not flow as smooth as it could have. Emails went unanswered for a week and a package which included our promotional materials did not arrive until the opening day at the Festival, with limited supplies for us (only about ten flyers). Communication and promotion at the Valencia Community College campuses did not work as planed either. At the Valencia West Campus they did not allow us to pass out flyers, due to the fact that the flyers did not state an affiliation with Valencia Community College. Luckily, after franticly pacing the campus for an answer, Juan talked to a culinary professor and he agreed to pass out flyers for his specific class. Also, due to the fact that our promotional materials arrived late, we were unable to promote the film in timelier manner.
While not necessarily a failure, the fact that we were not able to get a hold of Kat Cora or other celebrity chefs at the Opening night event for photo-op was most disappointing. Local media was also in attendance and we were unable to create a situation in which we could get some on air time.
If given the opportunity again, we would have been more aggressive towards attracting the media. An opportunity to get a photo-op with Kat Cora could have garnered some substantial local media attention, which of course would have not only helped promote our particular film, but the Florida Film Festival in general. We would have also attempted to reach out to the high school student demographic, considering the film is about high school students struggling to achieve greatness in their future.
Calendar
February 18th:
Received the Film and was assigned group. Discussed about when to meet and screen film. Meet up and screened film. Discussed marketing strategy and planned our target audience. Then, we devised a Myspace and Facebook advertising plan.
Received the Film and was assigned group. Discussed about when to meet and screen film. Meet up and screened film. Discussed marketing strategy and planned our target audience. Then, we devised a Myspace and Facebook advertising plan.
February 23rd:
Each Team member wrote and posted their pitch. Then we selected one to do into our strategy.
February 27th:
Received filmmaker contact information.
February 28th:
The team collaborated on the first email to Bryan Stamp. In which we stated who we were, our goal, and our plan.
March 4th:
After not hearing anything back from Stamp we decided to meet up and call him. He answered and seemed supportive and said he would send clips, flyers and posters. Jared sent out an email containing the Enzian address to pick up materials from the filmmakers. Juan tried to contact culinary institutes to see if we could present a little teaser for the students. Mike looked up where the best place to print out fliers will be pricewise.
March 5th:
Juan got a response from the Orlando Culinary Institute, basically stating that we couldn’t give an oral in class announcement promoting the film, however; he was willing to let us pass out flyers around campus and that he would put up posters as long as they were “tasteful”. Each team member created a press release and then we choose one and edited it. Bryan Stamp responded to our email saying he couldn’t give us a budget, but he would send us materials. Also, he said that he can’t help us locally until April 2nd or 3rd.
March 8th:
Spring Break begins and Mike went on a cruise.
March 10th:
Decided to go with the idea to dress up as chefs. We received our film’s screening dates.
March 11th:
Emailed Bryan Stamp about sending out the materials again. He replied saying he would send them tomorrow.
March 17th:
Jared went to the Enzian to see if our package was there. It was not.
March 18th:
The group met after class, got things in order and finalized a marketing plan. Then, Jared went to the Enzian to see if the package arrived. It had not. Mike designed the black and white flyers. Juan looked for chef outfits.
March 19th:
Jared went to the Enzian again with no luck and then contacted Mr. Stamp about the materials not showing up. Juan contacted the Rosen campus and VCC again still with no response.
March 20th:
Made first batch of flyers just to see how they looked.
March 23rd:
Juan contacted the Enzian to see it the materials arrived and they didn’t.
March 24th:
Mr. Stamp emailed us back stating that the package was returned to him and he will send it out today with rush delivery.
March 25th:
We meet up during class time and went to
March 26th:
Juan and Mike printed more flyers.
March 27th:
Mike went to pick up the flyers that Mr. Stamp sent us. There were only 10 of them and they weren’t located at the Enzian. So, that afternoon he made more flyers. That evening we all dressed up as Chef’s and handed out flyers around
March 28th:
Went to
April 1st:
We made some more flyers. Juan went to VCC to hand them out and was told he wasn’t allowed to. So he gave them to a culinary arts professor.
April 2nd:
Mike went to
April 3rd:
Jared went to the screening to meet our filmmaker. He could not find her and was told by a volunteer that they had no idea she was coming. Later, on we figured out that she was there.
April 16th:
We met up, planned out our presentation and made our power point.
April 22nd:
We presented our experience at the Florida Film Festival.
Propose a Marketing Plan for the Future
Pressure Cooker will need to worry about future marketing because it has been picked up for theatrical distribution. This film came with a few problems when it came down to marketing. It doesn’t really have a set target demographic. Pressure Cooker is a culinary documentary, and the majority of the public is not interested in seeing a film about kids cooking. Therefore the filmmakers will have to market the students and the teacher in the trailer and poster. The cast all have entertaining quirks and stories that far succeed the food side of the documentary.
If I was in a position to fund this film and I wanted to make a lot of money, I would ensure that the film constantly got into the mind of not only the students that participated in the culinary challenge, but also get some perspective from the other schools as well. The film takes place in Frankford High School, but the viewer gets the feeling that the school and the culinary teacher are not well loved by the other local high schools. It’d be interesting and vital to get reaction from others familiar with the situation.
If I wanted the film to win festival awards and critical fame, I would try to advertise the film based on the distractions and pressure these kids face when it comes to their high school lives. They are all trying to win a culinary scholarship, while at the same time juggling their school sports, grades, personal lives, and family problems. The film got wonderful reviews, so I would try to get as many film critics as I could to see it to get the buzz out that Pressure Cooker is award-worthy.
The film does have theatrical distribution, and finally a trailer has surfaced. This trailer needs to be played constantly in front of other like-minded documentaries. The preview does a good job of showing tension and excitement, so this trailer needs to be seen by the public. It could convince them to see a film they wouldn’t normally be interested in seeing.
If I was in a position to fund this film and I wanted to make a lot of money, I would ensure that the film constantly got into the mind of not only the students that participated in the culinary challenge, but also get some perspective from the other schools as well. The film takes place in Frankford High School, but the viewer gets the feeling that the school and the culinary teacher are not well loved by the other local high schools. It’d be interesting and vital to get reaction from others familiar with the situation.
If I wanted the film to win festival awards and critical fame, I would try to advertise the film based on the distractions and pressure these kids face when it comes to their high school lives. They are all trying to win a culinary scholarship, while at the same time juggling their school sports, grades, personal lives, and family problems. The film got wonderful reviews, so I would try to get as many film critics as I could to see it to get the buzz out that Pressure Cooker is award-worthy.
The film does have theatrical distribution, and finally a trailer has surfaced. This trailer needs to be played constantly in front of other like-minded documentaries. The preview does a good job of showing tension and excitement, so this trailer needs to be seen by the public. It could convince them to see a film they wouldn’t normally be interested in seeing.
Conclusion
Being a part of the Florida Film Festival was a tremendous experience. We believe that this has been the most important class we have taken so far in the UCF Film Program. It gave us great experience marketing a film. We learned what worked and what didn’t when it came to marketing a culinary documentary. Overall, we have grown as film students and, most importantly, independent filmmakers. We have seen the things that trigger and elicit the moviegoer’s attention, and will use this knowledge when the time comes to create our own works. Whether it be guerilla marketing by putting flyers up around the city or by just going around the Enzian talking up the film to festival-goers, this hands-on participation should help us all in the field of film production and promotion later on in our lives. We truly feel that our successes far outweighed our slight failures and we are proud of how many people we were able to get into the theaters to see Pressure Cooker.
Appendix
We should have met the co-director Jennifer Grausman, but we did meet some people a filmmaker named Brent Chesnak and a many restaurant owners and managers (who, in fact believed we were actual chefs). Our attendance the first showing, Saturday March 28th at 4:30 PM was about 80 people. The second showing, Friday April 3rd at 1:30 PM was around 44 people.
Some links to reviews and press.
LA Film Fest Review: http://www.lafilmfest.com/tixSYS/2008/filmguide/eventnote.php?EventNumber=6287¬epg=1&
Variety’s Review: http://www.variety.com/index.asp?layout=festivals&jump=review&reviewid=VE1117937480
Roger Moore's Review in the Sentinel: http://www.orlandosentinel.com/entertainment/movies/floridafilmfestival/orl-fff09reviews-pressure-cooker,0,6480031.story
This is the flyer we made and passed out to people.
Press Release: http://fil4661spring2009.basecamphq.com/projects/2785857/file/26368940/PRESS RELEASE.doc
Additional Websites
Official Film Site: http://prod.takepart.com/social_network/action/pressurecooker/
Participant Media’s Pressure Cooker page: http://www.participantmedia.com/films/coming_soon/pressure_cooker.php
Official Facebook: http://www.facebook.com/pages/Pressure-Cooker/64491662233
Florida Film Festival Website: http://www.floridafilmfestival.com/2009/04/pressure-cooker.html
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