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Highland

Selling without selling out

Episode - 153

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July 15, 2014 Apps, Film Industry, Highland, Producers, QandA, Screenwriting Software, Scriptnotes, Transcribed, Words on the page, Writing Process

In their first-ever live streaming episode, John and Craig open the mailbag to answer a bunch of listener questions.

– What research should a writer do before soliciting an agent or manager?
– What should a writer be willing to give up in order to make her first sale?
– Does a Mormon writer face special challenges in drink-and-drugging Hollywood?
– Why doesn’t Highland exist on Android?
– What determines “Story by” credit on a feature?
– How did we like DungeonWorld? (John asked this question.)

All this, plus the Fermi Paradox in this episode of Scriptnotes.

Links:

* [Scriptnotes, 76](http://johnaugust.com/2013/how-screenwriters-find-their-voice), with Three Pages by James Topham
* Scriptnotes, 115: [Back to Austin with Rian Johnson and Kelly Marcel](http://johnaugust.com/2013/scriptnotes-back-to-austin-with-rian-johnson-and-kelly-marcel)
* David Lynch [on the iPhone](https://www.youtube.com/watch?v=wKiIroiCvZ0)
* Björk, [Human Behavior](https://www.youtube.com/watch?v=GCGveA39VYA)
* [Dungeon World](http://www.dungeon-world.com/)
* Scriptnotes, 142: [The Angeles Crest Fiasco](http://johnaugust.com/2014/the-angeles-crest-fiasco)
* [Action Jackson](https://www.youtube.com/watch?v=-AvMn2Vh0fQ) trailer
* David Kwong at TED2014: [Two nerdy obsessions meet — and it’s magic](http://www.ted.com/talks/david_kwong_two_nerdy_obsessions_meet_and_it_s_magic)
* The Fermi paradox on [Wikipedia](http://en.wikipedia.org/wiki/Fermi_paradox), [Wait But Why](http://waitbutwhy.com/2014/05/fermi-paradox.html) and [Praxtime](http://praxtime.com/2013/11/25/sagan-syndrome-pay-heed-to-biologists-about-et/)
* Neil deGrasse Tyson [on chimps, humans and aliens](https://www.youtube.com/watch?v=_Ro9aebFZhM)
* John is [hiring a new UI designer](http://johnaugust.com/2014/hiring-a-ui-designer)
* Our USB drives [now have the first 150 episodes](http://store.johnaugust.com/collections/frontpage/products/scriptnotes-100-episode-usb-flash-drive)
* Archives are also [available on scriptnotes.net](http://scriptnotes.net/)
* This episode was broadcast live on [Mixlr](http://mixlr.com/scriptnotes/)
* [Outro](http://johnaugust.com/2013/scriptnotes-the-outros) by Scriptnotes listener Jeff Harms ([send us yours!](http://johnaugust.com/2014/outros-needed))

You can download the episode here: [AAC](http://traffic.libsyn.com/scriptnotes/scriptnotes_ep_153.m4a) | [mp3](http://traffic.libsyn.com/scriptnotes/scriptnotes_ep_153.mp3).

**UPDATE 7-18-14:** The transcript of this episode can be found [here](http://johnaugust.com/2014/scriptnotes-ep-153-selling-without-selling-out-transcript).

Internationalizing Bronson

July 3, 2014 Apps, Bronson, Highland, International, Weekend Read

[Bronson Watermarker PDF](http://quoteunquoteapps.com/bronson/), our app for watermarking and password-protecting screenplays and other documents, has an update in the App Store that adds native support for German, Russian and Chinese.

It looks so cool in Chinese:

screenshot

This was our first effort at internationalizing an app. We chose Bronson because it’s the simplest overall: one window, a few menus. We’ll be taking what we learned and applying it to [Highland](https://itunes.apple.com/us/app/highland/id499329572?mt=12) and [Weekend Read](https://itunes.apple.com/us/app/weekend-read/id502725173?mt=8) down the road.

We hired [Applingua](http://applingua.com) to do our translations, and I’d happily use them again. The process is pretty straightforward: export all the text strings in your app and ship the file. The company translates each string in order, so they’ll fit back into the proper slots when you drop the translated file in the app bundle.

Why these three languages? Based on our download numbers, these were the regions that were already buying our apps the most. ((Because you’ll ask, here are our top 20 countries, in order: US, UK, Canada, Russia, Germany, China, Brazil, Mexico, Australia, India, Turkey, Singapore, France, Spain, Thailand, Hong Kong, Chile, Italy, Columbia, Peru.)) Translating the app into these languages helps the most existing customers, and (hopefully) attracts new ones. We’ll be keeping an eye on download numbers to see if it was worth it.

These were also good test languages for us, because they forced us to reconsider what our interface would look like if some of the text labels became vastly longer or shorter than they were in English. We found that we needed to reposition some elements to make sure strings never got truncated.

Internationalizing Bronson took about a week. The process was fairly smooth, but there were things we hadn’t considered at the start:

* “Watermark” is an odd term that doesn’t necessarily have a matching word in other languages. We relied on the translators to figure out what made sense.
* In English, the button at the bottom might read, “Save 1 Watermarked PDF” or “Save 3 Watermarked PDFs.” We insert the numeral into the string and pluralize as necessary. But in other languages, the word order and pluralization can be very different. We ultimately decided to keep the English usage of PDF(s), with the assumption that these file types are so ubiquitous that users are unlikely to be confused.
* We asked Applingua to translate our Mac App Store product description, but then realized that we also needed them to translate our screenshots, which have text on them.
* Even keywords need to be localized so that when a German user searches for Wasserzeichen in the Mac App Store, Bronson shows up.

If you want to test out what an app looks like in different languages, here’s how to do it:

1. Open System Preferences and choose Language & Region.
2. Click the + below the list box and choose a new language.
3. Drag that language to the top of the list.

The next time you launch the app, it will use the localized language bundle if it exists.

With this new build, we’ve [lowered the price to $19.99](https://itunes.apple.com/us/app/bronson-watermarker-pdf/id881629098?mt=12). We sold remarkably well when we launched at $14.99, but the full $29.99 price seemed to be higher than the market would bear.

We’re also offering site licenses for companies. One of our favorite animation studios was our first site license, and it was great to be able to provide them a custom version. If you’re interested, drop us a note through the [Bronson support page](http://quoteunquoteapps.com/bronson/support).

If you haven’t checked out Bronson yet, look for it [on the App Store](https://itunes.apple.com/us/app/bronson-watermarker-pdf/id881629098?mt=12). And if you already have Bronson, we could really use some reviews. Each new version pushes old reviews off the landing page.

Find and Replace, a screenwriter’s best friends

May 14, 2014 Apps, Fountain, Highland

Since the early days, I’ve been using Find and Replace to take care of small issues in scripts. For example, I change the location in a series of scene headers. Or I’ll search for two spaces and replace them with one, because I’m [now a one-spacer](http://johnaugust.com/2014/period-space).

Today, I came upon a new use for Find and Replace.

In Fountain, you can leave notes for yourself by surrounding them in double brackets [[like this]]. These notes don’t show up when you print or export, so it’s fine to leave them in your script.

But sometimes, you want the notes to print. David Wain wrote me this afternoon:

> I’d love to be able to send a PDF of my Fountain script that looks like a screenplay, but still has the bracketed notes inline so the reader can see all info in the document.

A super-simple way to do this is to get rid of the closing brackets on those notes. That way, they’ll print as action lines.

Just do a Find/Replace. Search for ]], and replace them with nothing. If you don’t want the opening [[, just search for those and replace them with nothing — or maybe something like “Note: ”

This technique works in any text editor. But if you’d like a little more power, there’s now a better way.

[Highland 1.7](https://itunes.apple.com/us/app/highland/id499329572?mt=12) has new find-and-replace talents that can do much more sophisticated matching.

screenshot of find

Using the pattern above, you can change out double brackets for double asterisks all in one pass. Your notes will print in the script as bold action lines.

Here’s how to do it.

First off, save your document. Better saved than sorry, and you’ll want a version that keeps your notes all note-like.

Do a Find (⌘F).

The pattern you’re looking for is [[(any random text)]]. The brackets are easy. Matching the text between them has traditionally been more difficult.

Highland now has a wildcard token called (Any). You can find it by clicking the magnifying glass and choosing Insert Pattern from the menu.

screenshot insert pattern

In the next menu, choose “Any Characters.”

screenshot insert

Your find field should now be [[(Any)]].

Tick the Replace checkbox on the right. In the next field, you tell Highland what you want it to put in place of what you found.

Let’s start with two asterisks. Then put another (Any) token. You can get it from the same Insert Pattern menu, or just copy-paste it from the line above. ((Behind the scenes, this is done with regular expressions. If you copy-and-paste this (Any) token, you’ll find it works in many Mac apps, even ones that use older Find dialog boxes.)) Finally, put another two asterisks so the whole line gets bold formatting.

Click the All button to replace all of the notes in the script. Those bracketed notes are now bolded action lines.

The options in the magnifying glass are useful for other things as well.

– By unchecking Ignore Case, you can match TOM versus Tom. To swap out a character’s name, do one pass for TOM, another for Tom.
– Use Full Word in order to match “ant” but not “antagonize.”
– The find menu lists recent searches, saving you a step.

Finally, one of my favorite features in Highland 1.7 is the faceless Find Again. Even when the Find field is closed, ⌘G will repeat your last search. It’s a handy way to hop through your script.

Almost all of this functionality comes for free with Mac OS. It’s one of the reasons it’s not easy to port Highland directly over to Windows or Linux or a web-based application.

Why do people buy apps some days and not others?

May 13, 2014 Apps, Fountain, Highland

Every day, I check to see how many apps we sold the day before. Every day, I’m surprised.

Week-to-week, we tend to sell about the same number of apps, but the variability day-to-day is higher than I would have expected, and doesn’t seem to follow obvious cycles. Highland rises and falls without much relationship to the day of the week.

chart

Weekend Read has an in-app purchase allowing for an unlimited library. People aren’t buying it just for the weekend.

chart

Stranger still, the sales of Highland and Final Draft seem entwined.

chart

Why did both apps suddenly climb last week? For Highland, it might be because of my [recent blog post](http://johnaugust.com/2014/highland-as-a-bona-fide-screenwriting-app), but why would Final Draft have matched its ascent? (Still, it’s nice to see Highland overtaking Final Draft at times.)

As I said at the beginning: week-to-week, it tends to average out. And a statistician would probably be able to look at the p-value and explain that it all falls within an expected range of variability. But I still wonder why it each day is so different.

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