Saturday 16 April 2011

The tissue test

The big edit is underway. I will see the first cut of the film towards the end of next month. And then, around the last part of June we will do the "Kleenex test" - we will show Material to a focus group and if they all grab a tissue at the end then we will know we are in business.

This week I watched a beautiful movie called Mao's Last Dancer. A small budget film with a lot of heart, and I was amazed at how many story beats have been echoed in Material. I think it is a good omen, and I believe we are on the right road to the pyramids.

Making a winning film is a monster challenge - the film needs to be great, not just good. So wish us great luck, not just good luck. Yes, we need all the luck in the world.

As for the Kleenex test - this is the ultimate measure. If the box is emtpy after the test screening then we will indeed have a winner, and if not, then I am going to need those tissues for myself.

The Material film is going to make you laugh, and we are confident that it will be highly entertaining and compelling, but it needs to deliver its emotional payload - ie, we need to make you laugh and cry. If you only laugh it is not good enough.

You see, either way, someone is going to cry - let's hope it is all of us!

Posted by Ronnie Apteker