Website Launches for Portraits on the Malecón

Here it is, 2:47 AM and I am finishing for the night. The promotion of a movie takes as much stamina as making the film itself. In some ways, more. A whole part of the mind, the marketing and outreach part of the mind, makes you justify or retract your once spontaneous ideas. When once you made instinctive creative choices that pleased the heart and the senses, as a marketer of your own film, you must be strategic and tactical; you play chess rather than paint impressionistically. When I made Portraits on the Malecón, I kept thinking, there will be a break in the frozen Cuba-U.S. relations that will make this film easy to find an audience. Ice will melt. Perhaps at glacial speeds. That's about the speed of building a good website.

The website connects the film to audiences who care about Cubans in Cuba, and who care about their aspirations and imaginations. Finding images and words that express that in the archive of the movie is a monumental task. One must imagine the experience of a random person in the target audience learning about the film after many impressions. The press they read, the word of mouth they hear, a schedule at a festival they discover, or on the internet here, in a blog they read there... Each message has to be timed and thought out in the life of the launch of the film. Think of all of the exposure about a film, all of the campaign to get an audience, as a choreography of events that can be planned, orchestrated and timed.

I feel as if I am learning all over, like the whole art of advertising was a class I missed in school. And then, the new technologies, while so much easier to access, are very complex. Each tool has its own quirks and methods. There is no single over- arching tool that all elements join, like say a non-linear video editor, where all image and sound comes back to it until the video master is struck. Not even Dreamweaver, a tool I have used now for 12 years, is the center of the creative universe. There are just so many tools one must learn, and then be ready to dispose of after another one takes its place.

Example: I had to figure what an RSS feed is so that this blog could appear on the website. It took me several hours and then I realized that one must use a configuration tool to create a Javascript page that would decipher the XML data that comes from this blog's server, and then displays it onto selected web page on the film's website. Figuring out how that works is quite a task while also trying to make exhibition copy for deadlines, creating electronic press kits, and trying to sell the film. It is a bit nerve-wracking. After some yelps at the computer screen (wife came wandering out to learn what new technology was confusing me), I managed to figure it out. Thank you RSSinclude.com. Then there is the minutiae of MailChimp - an email list configuration and management tool. Easy at first, but still yet another interface one must master with a lot of variations to remember.

The fun part is the design, photo editing, and finding the color and typefaces that will brand the experience. "Branding"... It is a not-so-inspiring idea after having worked for years at dignifying people as active subject in the media I create, rather than commodifying them. But branding it is - the art of creating an impression that connects an audience to a product - that will this time be the method of finding an audience for my film. Who is my audience exactly, and where do they live, work and meet? But this is the language of our times. Films become content elements in the marketplace of time for entertainment and edification. Many exist just to experiment with branding and marketing, and just to entertain or educate. I wondered with irony, if everyone is making films these days, and if everyone has to spend so much energy and time to attract an audience to watch, how much of that audience has time to watch new films? Why aren't they all at home building a DIY website to promote their own film? The snake eats its tail if its hungry enough. Thankfully, we get tired of our own artistic excrement and we have to take a break and watch each others films.

The website for Portraits on the Malecón has trailers and stills, credits and this blog. It has an electronic press kit archive for journalists to download with still, trailers and credits. You can join an email listserv to find out about the film's progress through festivals, and when it will be available for purchase or rental. If travel to Cuba is interesting, and urban architecture a curious interpersonal point of inspiration, watch my movie. While waiting for it to become available, meanwhile, check out the website and share the press kit. Here it is:

http://www.sheldonschiffer.com/mysteriouspictures/malecon

To comment, please visit: http://portraitsonthemalecon.blogspot.com/