Summing up The Nines
We have a bunch of overseas dates coming up for The Nines (starting with the U.K. on November 30th), but in terms of North America, we’re basically done. There are some one-off screenings on the books, but nothing resembling a true expansion.
We ended up playing in Los Angeles, New York and Austin.
Am I bummed? Yes. Even though I knew 99% of viewers would end up seeing the movie on DVD, I wanted more people to have the chance to see it in a theater.
But I get the economics of it, too: every print, every newspaper ad, every local PR push costs a fortune.1 With the “For Your Consideration” season ramping up, it’s gotten harder and harder to get (and hold onto) screens. And yes, most Sundance movies never get a theatrical release — so for that, I’m grateful.2
And yet.
My frustration stems largely from seeing how it all played out. It feels like we were one of those movies that basically gets its hand stamped in theaters before coming out on video. And from the distributor’s side, that’s not far from the truth: we didn’t go wider because they didn’t need us to go wider. New York and Los Angeles got us the good reviews they were banking on, so spending more money on the theatrical release wasn’t a priority — either at launch or later on.
When a movie costs $40 million, or $100 million, you have to make a lot of money in theaters. When a movie costs a fraction of that, there’s no pressure, no incentive. So instead of spending millions of dollars on marketing, you spend thousands. I won’t know the final marketing budget on The Nines for many months, but it was probably less than one national TV commercial. 3
But there was still the chance that our limited release would become a platform release, and that we could use the momentum from the opening weeks to shake out money for more prints, more ads, more cities. That didn’t happen. But I’m incredibly grateful to the people who bought tickets for screenings they knew they could never attend. I promise I’ll return the favor, or at least pay it forward.
We’re hard at work on the DVD, which will be coming out in a timely and feature-rich fashion.4 It’s re-ignited my excitement in the process, because the team doing it has the zeal of over-caffeinated movie geeks. They’re going way beyond what’s expected of them, which is perfectly in keeping a tiny-but-ambitious movie like The Nines.
And to re-iterate, if you live somewhere other than the U.S. and Canada, there’s a strong chance The Nines will be playing theaters in your neck of the woods. The U.K. kicks it off in November, with other European dates to follow. (Along with the rest of the world.)
- The Nines will probably be my first movie to show a profit. The marketing costs were low enough (ahem) that there will be actual money on the books at some point, unlike the blockbusters, which are perpetually in the red. ↩
- It was a particularly brutal run at the theaters for this year’s Sundance crop. Waitress did well, and Once found fans, but some of the more seemingly-commercial titles had a hard time connecting. ↩
- I joke that whenever I call our marketing person, I can hear him shaking a shoebox to see how much money is left. ↩
- I don’t know when official the DVD release date is, but once I know, you’ll know. ↩
Articles
October 9th, 2007 at 12:38 pm
I hope Optimum (UK distributors) manage to place it somewhere near me. Where I am in the North of England we often miss out on London only releases. Still, we have the very excellent National Media Museum close by so there’s hope.
I know next to nothing about the movie business so I was wondering, is that it for the Nines completely? No long tail? Does that even happen, where a film shows at few theatres but for a long time.
October 9th, 2007 at 1:30 pm
Do you think if we were in an age of digital projection the distribution would have been wider?
I don’t know how much a single print costs but I would think there are enough film buffs in a metropolitan area like Phoenix (where I live) to have an unadvertised run at one of the local art-house theaters. If there was no print cost, would this be feasible?
October 9th, 2007 at 2:53 pm
Looking forward to seeing this, if you find out which theatres/when it’s going to start showing up in/around London, it’d be good to know.
October 9th, 2007 at 3:19 pm
I’m curious — when you say “first movie to show a profit” is that mainly because of accounting sleight-of-hand on things like Charlie’s Angels and Chocolate Factory?
October 9th, 2007 at 3:40 pm
“We’re hard at work on the DVD, which will be coming out in a timely and feature-rich fashion.”
Can I plead here for the DVD to have lots of English HoH subtitles? Especially on the special features? There’s nothing sinks my heart more than a DVD with says “* main feature only” next to the list of subtitles. (Actually, there is, and that would be DVDs with no subs at all. But I like to pretend those don’t exist.)
In any case, I’m looking forward to seeing the film when I get the chance.
October 9th, 2007 at 5:29 pm
Wow - An A-list writer/director, big star, Sundance, Venice, great reviews, and yet still only an arthouse run in three major cities? Is there even a point in making smaller, independent films these days?
October 9th, 2007 at 10:04 pm
I know why you’d be feeling what you do about the limited release, but take comfort in the fact you did all you could to make it a success and get it out wider. And your theatrical release audience may be small, but we’re quality.
October 10th, 2007 at 2:23 am
I will be first in line to see it in the UK i can’t wait.
October 10th, 2007 at 5:29 am
I can’t believe that movies like Big Fish, Charlie and the Chocolate Factory and Charlie’s Angels didn’t show a profit. It’s sad but common that most of the movies here in Europe are never in the black, they never reach the break-even-point (which is partly due to the official film promotion - they don’t HAVE to be successful, it’s governmental money, not theirs). But I didn’t know that this applies to Hollywood blockbusters as well.
If The Nines is really going to be the “first [of John's] movie[s] to show a profit” –well, that’s contradicting Johnny’s (#6) opinion that there is no point in making indie films today. They have potential. Maybe these small movies are the ones that can really move something nowadays–not only artistically, but also economically, since a lower budget is easier to recoup.
October 10th, 2007 at 6:19 am
Keep us posted on Australian release dates, if it ever gets this far.
October 10th, 2007 at 10:00 am
When is the sequel coming Mr. August ? The Nines : Part II
October 10th, 2007 at 10:19 am
Oh, man! I’m in San Diego and bummed for you and for me. With an EW review, I’d guessed it would make the Landmark circuit at least, and we’ve got a few of those down here… always very well-attended. Can’t wait for the DVD.
October 10th, 2007 at 11:16 am
Yanel (#11), wouldn’t the sequel obviously be The Tens? Or: The Two Nines, Re-Nined, or maybe Nine Nines for a Nineluja.
I really should stop now, before it’s too late…
October 10th, 2007 at 11:20 am
John,
I’m still regretting that I didn’t introduce myself to you at the WGA Publicity panel. I was impressed then with how proactive you’ve been in shaping your own career. As I prepare for the second act of my own nascent career, you stand as a shining example of what can happen when you think smart and work hard. I’m sorry The Nines didn’t get wider distribution, but I know it won’t be the last we see of you in the Director’s chair. Godspeed.
October 10th, 2007 at 11:45 am
John,
Would you consider putting together an entry explaining a bit about movie money–i.e., if you’re saying this is your first film to show a profit, do you mean first film to show a profit after its North American release? Surely your other films have shown a profit after overseas release and DVD sales?
Also, I’m bummed The Nines didn’t make it to Chicago. We have our own art house theaters (the Siskel Center, the Music Box) where smaller/foreign films get a showing. Is it impossible to put together an art-house distribution for venues like these in Chicago and other markets?
In any case, I’m looking forward to seeing your film when it’s out on DVD.
October 10th, 2007 at 2:38 pm
I’ve just seen The Nines in Sitges Film Festival, here in Spain. Lucky me! I really loved the film, even though I must admit I didn’t understand the whole story at this first time. Maybe it has to do with the subtitles thing. Maybe my brain is spoiled by thousands of overchewed stories delivered by actual cinema. Anyway, The Nines is challenging and gives you a lot of homework, which is really good. If I have the chance, I’ll see it again and hope everybody will do the same so your box-office will be doubled! Hope to see you one of these years in Sitges. I’m absolutely sure you’ll love the festival. Thank you for all the cool stuff you share with us in your blog.
October 10th, 2007 at 3:48 pm
Yanel (#11):
There’s actually a prequel and (hidden) sequel on the DVD.
Steven (#4):
It’s not even sleight-of-hand, really. The accounting makes it (pretty transparently) impossible to show a profit on bigger movies, because of giant marketing costs, distribution fees, interest and other charges. Yes, somebody is making money, but the project itself will always show a deficit.
October 10th, 2007 at 7:26 pm
David (#10) says “Keep us posted on Australian release dates, if it ever gets this far.”
I’m in the black hole that they call Tasmania…I don’t even know if they’ll release the dvd here…
October 10th, 2007 at 11:21 pm
I was really looking forward to seeing this film come to Columbus Ohio as I didn’t get a chance to see it in NYC. Is there any chance to get a screener before it drops on DVD?
October 12th, 2007 at 12:29 am
Sad to hear the expansion is canceled. But John, rest assured a lot, and I mean a lot of fans are eager to see the film here in Europe, and especially in France. I hope the Gallic release can’t be too far ahead.
October 16th, 2007 at 10:09 am
Sorry to hear you didn’t expand further. I worked on a UK film called ‘Confetti’ that got picked up by Fox Searchlight at Cannes for worldwide, then dumped in about three and a half screens in the US cause Little Miss Sunshine suddenly gobbled up the marketing budget. This kind of stategy i guess paid off for Fox with the Oscars and the buckets of cash that Sunshine but took, and everyone understood that they had to do it, but at the same time…. Goddam it.
On another note: Will you be coming to UK to do any press for the Nines? There’s an indie cinema where I live in central London (Clapham Picturehouse) that does great Q&As with directors before screenings… we had John Turturro recently with his movie, Alan Parker was here the other day, Danny Boyle… Would be great if there’s any change left in those coffers…?
Otherwise, can’t wait to see the movie. Best of luck with the rest of the release.
James
October 16th, 2007 at 12:47 pm
I finished your wonderful script the other day and my mind was literally buzzing. I shifted around in my seat at the library where I was reading and up pops someone’s lost bookmark from the cushions: “Remember that you are the universe… and this universe is you.” (Native American Proverb). I took it as a sign that the next script I attempt has to have meaning beyond box office, it needs to be about the expansion of consciousness. Good on you for realizing that from the beginning and not pandering to the lowest common denominator. I look forward to seeing the movie. And don’t let ‘em grind you down.
December 3rd, 2007 at 6:40 pm
The Nines is the best movie I’ve ever seen. I saw it at a sneak preview, dragging six friends, and then on opening night (Austin) with another four friends, and most of the original group returning.
Thank you so much for this movie. You know how you always have your top five ready to go in case anybody asks? The Nines was at the top of my list before I was halfway through it the first time, once the scope of what you were attempting became clear. I’m still thinking about it, over a month later.
I wish it had gotten wider distribution, but I have faith that it will build a huge audience on DVD through word of mouth. The promise you showed with GO has matured into something beautiful, insightful, and uplifting in the extreme. I can only compare the business model to something like Donnie Darko — what it didn’t get in press, it will make back a billion times in loyalty and the personal attachment of the people that love it.
Please write one thousand more movies, honestly. You’re a complete genius, touched by grace. I feel lucky to have seen this film.