Author:  Mike Medavoy Chairman and CEO, Phoenix Pictures 
               Marion Rosenberg Manager and Producer, The Marion Rosenberg Office

The Secret to Creating Great Films

The key elements in creating a memorable film are to have a great script populated with interesting characters who drive the story forward, under the control of a first-rate director who is able to bring out the magic of the script and get it on the screen. A good script is one that makes you want to turn the page to find out what happens next, preferably with some originality. Producers need to be able to identify good scripts and spot talented directors who can bring them to life. The studios are increasingly reluctant to invest in films unless their marketing people are confident that they can sell them to the mass market which is making it increasingly difficult to get quirky or unusual films (like One Flew Over the Cuckoo's Nest or Annie Hall) off the ground.

The studios expend considerably time, money and effort on developing films before they go into production. Scripts are worked very hard, and are tested almost to destruction before they go before the cameras. This can be a good process in ensuring that scripts are well honed before the cameras roll, but can also be intensely frustrating and, sometimes, detrimental to the project if too many people with totally different visions for the film want to get involved. The post production process is also critical in delivering a great film and can be the most exciting part of the whole process. The film starts to really take shape in the editing room and it is important that the producer oversees this part of the process as assiduously as they do the shoot. By this stage, the relationship with the director should be such that you can work together in harmony on the important decisions needed to produce the best possible film from the material that has been shot.

It is important for British producers to think of films with an international perspective which will appeal to the studio's global distribution ambitions. Apart from having some useful tax breaks, there is nothing intrinsically advantageous to the studio in backing a British film. They will need to be convinced of the story's universal appeal if they are to acquire it for their distribution network.

Pitching Your Project

You have to be able to sell your idea in 30 seconds or less - if the studio executive is not grabbed by the story in that timeframe then they will reason that the audience will not be interested either. Studios are well aware of the importance of being able to convey the heart of the story quickly and clearly to audiences and build their marketing campaigns around simple messages. It is important to improve your presentation skills and be clear about the key elements of the story that you want to put across before going into the presentation. The key question for the studio is: "why should the audience care about this story or the main characters?"

The studios will not make a distinction between the idea and the person presenting it. If the idea is no good then it does not matter whether the presentation is any good or not. Provided that the idea appeals to them, their only concern about the person presenting it will be: can they deliver the movie?

The important first step in pitching is getting the right executive to agree to a meeting. This can be done by telephoning or e-mailing them with the gist of your idea and making it appealing enough that they will want to meet to discuss it further. Generally, these initial approaches will have to be mediated by an agent or manager - so make sure you get a good one - the studios will not view unsolicited material or have speculative meeting with people that they don't know. You also need to take into account that the studios have different financial years, and may have more money available for projects at different times of the year - usually at the beginning of their financial year.

Working With the Studios

The studios are looking for well worked up projects before they will invest any of their money. It is hard to achieve studio funding unless you have some connection with them - or a very good track record. They will expect you to have a clear understanding of who the market for your film will be and who is already attached to the project. One useful step is to find young agents and managers in Hollywood and build a relationship with them which will be mutually beneficial in advancing both of your careers. As they progress within their organisations they will be able to open doors for you at more senior levels within the studios.

Hollywood runs on relationships. It is important to build relationships with people you trust and who can support you in where you want to go. There are very few real friendships in Hollywood, but you should look for people who you can work with and with whom you can develop a bond of mutual respect. Finding a good mentor is also an important step - there are more takers than givers in Hollywood (as in most other places) but there are still enough people who are willing to help you along if you can demonstrate that you have the talent and commitment to help yourself as well.

Top Tips

• A great film needs to have a great script populated with interesting characters who drive the story forward, under the control of a first-rate director who is able to bring out the magic of the script and get it onto the screen.
• It is important to conceive films with an international perspective if you want to appeal to the studio's global distribution ambitions.
• You must be able to sell your idea in 30 seconds or less - if the studio executive is not grabbed by the story within that timeframe they will reason that the audience will not be interested either.
• Hollywood runs on relationships. To be successful you must build relationships with people you trust and who can support you in where you want to go. Finding a good mentor is also important.