A:
Federal law prohibits the making of speculative claims of profitability.
While
that law makes raising capital a lot more difficult, Federal laws
are fantastic because they are designed to offer minimal protection
to the public. An ethical business both complies with the law and
then goes beyond the minimal protection and adds its own higher standards.
Our
commercial projects are designed to be both profitable and reasonably
attainable under scrutiny. If a project cannot meet that criteria,
we would not waste our time when we could be working toward something
that would equitably benefit both our Company and our Investors.
We
are permitted to offer comparisons with similar commercial projects,
with the caveat of noting the specific industry advantages the comparison
enjoyed. All too often, we see proposals where filmmaker X expects
to achieve similar results to filmmaker Z without noting the caveats
that make such comparisons deceptive by omission. This is very misleading
to the Investor accepting information in good faith that it is true
and sound when it is not.
In
the low-budget filmmaking market, the area in which we do business,
profits tend to be nonexistent without a major advantage over a cacophony
of competing products. Profitability remains dependent upon maintaining
both a substantial marketing edge as well as a wide margin between
price point and production cost.
Currently,
low-budget films from micro-productions sell (in totality of perpetual
rights) anywhere from $35,000 US Dollars to just under a million,
depending upon the market rights ceded. Today, there are almost 10,000
films produced annually worldwide. Only a few of those ever make it
to the shelves of Blockbuster Video. Even fewer make it to theater
screens which are generally pre-sold to the big studios, leaving independent,
low-budget feature films dependent upon home video sales and cable
broadcast.
The
more production costs rise over $50,000 US Dollars, the narrower the
actual buying market becomes. That
means investing half a million dollars into a low-budget feature length
film from someone who does not have a current audience that has already
purchased and enjoyed the previous product has less than one hundredth
of one percent chance of making back any profit at all. Forget the
success stories of indie movies that made millions, the distributors
made that money, not the investors.
Investors
make their money from the Limited Liability Partnership that produced
the movie. Whatever advance money the LLP got up front is often the
only "profit" they realized. Once an Investor realizes that
the Distributor is another Investor in a chain of Investors, the sooner
they will grasp the bigger picture of the distribution and exhibition
chain.
So
how does an Investor make a profit, accepting such a risk with so
much to go wrong? The same way every other business operates - by
maintaining a margin.
If
you already know that home video distributors are liable for "buy-backs"
of unsold goods from retailers and cannot offer more of an advance
payment for an unpromoted product than $100,000 US Dollars, then make
sure you can offer a first-rate product that only cost $50,000 US
Dollars to manufacture. Additional markets, such as cable broadcast,
can also push the margin up significantly but you cannot depend on
ancillary markets.
Ultimately,
the best judges of what is and isn't a good movie investment are not
critics, experts or gurus - it's you. Just walk through a video store
and browse the aisles. What jumps off the shelf in your eyes? Arnold
Swarzenegger on the box art or a cool graphic with no big name stars?
Products resembling the latter may not have actually made the Investors
a dime because when a movie doesn't sell, it is often given away for
free to a distributor in a "hail mary" play for the possibility
that it might be a hit if exposed to the public.
If
the Investors and LLP maintained a reasonable margin and kept production
costs low, then a profit has the opportunity to materialize over time
as it is sold to the ancillary markets.
These
are the hard realities that our projects are designed to effectively
compete within.