Raw Feed DVD premiere gets spotlight at SXSW
By Susanne Ault -- Video Business, 3/10/2008
MARCH 10 | AUSTIN, Texas—Tony Krantz believes one key to his success lies in advocating for the made-for DVD business, such as Warner Home Video’s June 10 release Otis.
Krantz, executive producer of 24, launched 3-year-old production company Flame Ventures to highlight the direct-to-DVD business, which he feels is largely being ignored by other filmmakers. The company also works on material for TV and theatrical distribution.
Warner-distributed thriller/horror label Raw Feed, for which Otis (prebook May 6) is the fourth release, is just one of a string of made-for-DVD projects Krantz is working on at Flame.
Flame’s CGI animation label, Unstable Fables, resides at The Weinstein Co./Genius Products, which released its first made-for-DVD film, 3 Pigs & a Baby, on March 4. Currently in production are two new Unstable Fables installments, Tortise vs. Hare and Goldilocks and the 3 Bears Show. Flame and the Jim Henson Co. are partnered in production for Unstable Fables.
Flame also is readying martial arts label Qi for TWC and in development are Interpol, Hong Kong Vice and Honeymoon in Thailand. MTV has signed on to release several made-for-DVD teen sex comedies from Flame as well.
“We are one of the few production companies that specializes in direct-to-DVD,” said Krantz, chairman/CEO for Flame and director of Otis, the day following the film’s March 7 premiere at the South by Southwest Film Festival here.
Without a boost from a theatrical marketing blitz and the windfall in consumer attention that goes with it, made-for-DVD projects generally must work within relatively limited budgets. Otis, for example was made for less than $2.5 million, noted Krantz. His directorial debut, second Raw Feed installment Sublime, was done for even less. But Krantz and the Otis cast and crew appreciate the fact that made-for-DVD work allows for much more independence on the set than major theatrical projects.
“We got the creative freedom of final cut,” said Krantz. “You wouldn’t get that on theatrical films where the stakes are much bigger. You can fly under the radar with direct-to-DVD. Jeff [Baker, Warner’s senior VP and general manager for theatrical catalog] gave us the benefit of creative freedom. It was so fantastic.”
Otis co-screenwriter Erik Jendreson added that “talent will jump at the chance to make a film in 18 days,” which is the norm with Raw Feed’s bare-bones filmmaking.
However, Krantz assures that production quality can be strong on made-for-DVD projects, as filmmakers can repurpose prop and stage set pieces from one installment to the next. Black revenge comedy Otis, with recognizable stars Daniel Stern, Kevin Pollak and Illeana Douglas and a ’80s soundtrack, represents the most likely break-out hit yet for the Raw Feed label. Its tracks include tunes by Talking Heads and the B-52s, which set the producers back an average of $12,000 apiece. Song licensing can cost more for TV and theatrical.
“Talking Heads was the most expensive, but we had good production planning, which [ran] efficiently and let us have money left over for the music,” said Krantz.
Otis actors also enjoyed the free-spirited filming experience.
“I improvised a line at my audition, and it wound up in the script,” said Bostin Christopher, who plays the film’s title villain. “Danny [Stern] was excited [by the 18-day] shoot, because he said he could spend more time with the kids.”
Pollak admitted that theatrical films continue to enjoy more prestige than made-for-DVDs. “Who doesn’t want to see their film in the theater?” he asked, but realizes, “DVD has outsold theatrical releases” for the last several years.
Warner has hinted that Otis might be granted a limited run in theaters, based on audience reaction to its screening at SXSW and other upcoming film festivals.
