{"id":4416,"date":"2014-03-14T10:16:12","date_gmt":"2014-03-14T17:16:12","guid":{"rendered":"http:\/\/fwdlabs.com\/blog\/?p=4416"},"modified":"2016-05-16T19:01:11","modified_gmt":"2016-05-17T02:01:11","slug":"the-set-up-and-the-follow-through","status":"publish","type":"post","link":"https:\/\/fwdlabs.com\/blog\/the-set-up-and-the-follow-through\/","title":{"rendered":"The Set Up and The Follow Through"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/fwdlabs.com\/blog\/wp-content\/uploads\/first-kiss-tn.jpg\" alt=\"first-kiss-tn\" width=\"320\" height=\"240\" class=\"alignright size-full wp-image-4637\" \/><\/p>\n<p>We&#8217;re drawn in, experiencing what caught our eye. Then, like a domino effect, sometimes content wants us to take another step: to buy some clothes, to see the feature film, or to save the whales.<\/p>\n<p><strong>Selling Clothes<\/strong><\/p>\n<p>Tatia Pilieva, a Los Angeles based filmmaker finishing her first feature, put together a short, &#8220;First Kiss,&#8221; which came online Monday and has reached over 47 million views by this morning. The short is actually an advertisement for WREN, which used this as a companion piece for their fashion line.<\/p>\n<p><iframe loading=\"lazy\" title=\"FIRST KISS\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/IpbDHxCV29A?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p><strong>Watching the Feature<\/strong><\/p>\n<p>Jonas Cuaron, the son of &#8220;Gravity&#8221; director Alfonso Cuaron, directed a 7 minute short called &#8220;Aningaaq.&#8221; The film is a spin-off short in the same world as the feature film &#8220;Gravity&#8221; and uses Sanda Bullock&#8217;s voiceover. According to <a href=\"http:\/\/www.hollywoodreporter.com\/news\/gravity-spinoff-watch-side-sandra-657919\">THR,<\/a> the short was funded with $100,000 by Warner Home Video and was originally scheduled just for Blu-ray release before screening in film festivals on its own. &#8220;Aningaaq&#8221; was released after &#8220;Gravity&#8221; was in theaters and even contended for an Oscar nomination, which would have been historic for a feature and a spin-off to make the same Academy Awards.<\/p>\n<p><iframe loading=\"lazy\" title=\"Aningaaq (HD 1080p)\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/s4P3V4lCvB0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Another spin-off short film involved Wes Anderson&#8217;s &#8220;The Grand Budapest Hotel.&#8221; They put up the short film &#8220;Castello Cavalcanti&#8221; online three months before the opening of his feature film. Here, the 8 minute short was sponsored by PRADA and crewed by the same artisans as the feature.<\/p>\n<p><iframe loading=\"lazy\" title=\"PRADA presents &quot;CASTELLO CAVALCANTI&quot; by Wes Anderson\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/b87B7zyucgI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p><strong>Saving the Whales<\/strong><\/p>\n<p>The documentary <a href=\"http:\/\/blackfishmovie.com\/\">&#8220;Blackfish&#8221;<\/a> about the killer whales at SeaWorld has legs. It&#8217;s been through a limited theatrical run, and it&#8217;s been on video services like Netflix for a while now. But there are captivated viewers who are acting upon what they saw. There&#8217;s both <a href=\"http:\/\/www.nysenate.gov\/webform\/sign-petition-end-torture\">a petition from a New York senator<\/a> and a <a href=\"http:\/\/www.latimes.com\/entertainment\/movies\/moviesnow\/la-et-mn-blackfish-legislation-seaworld-killer-whale-20140307,0,964326.story\">bill by a California lawmaker<\/a> being raised to save the whales. If you check out anything on the topic online, there&#8217;s continued public outcry so broad that SeaWorld buys &#8220;promoted tweets&#8221; and Google Ads to voice a rebuttal. Either way you look at it, the film set up the larger idea to make a serious choice. Nevertheless, the <a href=\"http:\/\/en.wikipedia.org\/wiki\/Blackfish_(film)#Impact\">5% decline in attendance to SeaWorld<\/a> after &#8220;Blackfish&#8221; was released is hard to pinpoint to seasonal fluctuation &#8212; but now that <a href=\"https:\/\/twitter.com\/JessicaBiel\/status\/443220113429626881\">Jessica Biel is tweeting<\/a> about it, things could change.<\/p>\n<p><iframe loading=\"lazy\" title=\"Blackfish - Official Trailer\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/w2vG_Ifu4zg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p><strong>What&#8217;s Next?<\/strong><\/p>\n<p><a href=\"https:\/\/fwdlabs.com\/blog\/wp-content\/uploads\/the-cove-action.png\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/fwdlabs.com\/blog\/wp-content\/uploads\/the-cove-action-320x288.png\" alt=\"the-cove-action\" width=\"320\" height=\"288\" class=\"alignright size-medium wp-image-4636\" srcset=\"https:\/\/fwdlabs.com\/blog\/wp-content\/uploads\/the-cove-action-320x288.png 320w, https:\/\/fwdlabs.com\/blog\/wp-content\/uploads\/the-cove-action-533x480.png 533w, https:\/\/fwdlabs.com\/blog\/wp-content\/uploads\/the-cove-action.png 1000w\" sizes=\"auto, (max-width: 320px) 100vw, 320px\" \/><\/a><\/p>\n<p>In these cases, the conversion works far better than any other method. But it&#8217;s not easy. With &#8220;First Kiss,&#8221; had it been an unbranded piece, it may have had the same viral boom; had it been more clearly an ad, it might have been skipped over. With the supplemental short related to the feature, perhaps it&#8217;s artistically driven quality content that shows waiting for the Blu-ray release isn&#8217;t the way to go for everything. And with &#8220;Blackfish,&#8221; the <a href=\"http:\/\/blackfishmovie.com\/Take-Action\">&#8220;take action&#8221; approach<\/a> is reminiscent of major docs <a href=\"http:\/\/www.takepart.com\/cove\">&#8220;The Cove,&#8221;<\/a> which showed change can happen as a result of enough follow through.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>We&#8217;re drawn in, experiencing what caught our eye. Then, like a domino effect, sometimes content wants us to take another step: to buy some clothes, to see the feature film, or to save the whales. Selling Clothes Tatia Pilieva, a Los Angeles based filmmaker finishing her first feature, put together a short, &#8220;First Kiss,&#8221; which [&hellip;]<\/p>\n","protected":false},"author":43,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,7],"tags":[],"class_list":["post-4416","post","type-post","status-publish","format-standard","hentry","category-film","category-web"],"_links":{"self":[{"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/posts\/4416","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/users\/43"}],"replies":[{"embeddable":true,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/comments?post=4416"}],"version-history":[{"count":1,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/posts\/4416\/revisions"}],"predecessor-version":[{"id":6079,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/posts\/4416\/revisions\/6079"}],"wp:attachment":[{"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/media?parent=4416"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/categories?post=4416"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/tags?post=4416"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}