1 Day Film School

(utilizing licensing for retail products)

Prolific Film Industry Professional, Bobby Logan, teamed up with Image Icon Entertainment (with the support of Mahar Enterprises, Inc.) to create a valuable resource for emerging film-makers.

“Bobby Logan’s 1Day Film School” on 2 DVD’s is available at an amazingly low $99 [Buy It Now]

Here’s a small sample of the subjects covered in Bobby Logans’ 1 Day Film School DVD set:

Part 1 – “Creative Elements”

• Coming up with a clever, commercial idea
• The script – length, 3-act structure, re-writes
• What does the audience want? And how to give it to them
• What do distributors want? What elements are important?
• The genres that are always in demand
• How to direct/handle actors

Part 2 – “Technical Requirements”

• Crew positions
• Hiring the right crew – and at the right price
• Getting your film equipent – for little or no money
• How is it, you dom’thave to know a thing about technology

Part 3 – “Business”

• Shopping your completed film
• Dealing with distributors
• The politics of film festivals
• The business of casting – you need names to sell the film
• Producing a high-quality film on a shoestring budget

Educational DVD Credits:

Licensing - Mahar Enterprises, Inc. / Mark Mahar
Production, Editing, Artwork & Packaging - Image Icon Entertainment / James Benti / Jim Smith
Educational Content – Bobby Logan

HDM Custom Vehicles

Project Mission: Create a Television show about two everyday guys with big hearts, who run a high-profile custom car fabrication company (and a charity).

(Originally this project was titled “Hoss’ Dream Machine” – images illustrate the evolution of the project).

Entrepreneurs John Jennetti and Steve “Hoss” Geanetti came to me with a concept for their new television show.  At the time, the guys had been moonlighting with custom car restoration and doing volunteer work for friends, family and their local community (one of their restoration projects was documented as a personal video and was quite inspirational despite the low production quality).

These guys had “off-the-charts” level of passion and talent, but their “idea” was not structured for communication or action…they didn’t have a “plan”.  They had a rough logo, some video footage and a whole lot of enthusiasm.  They really had no design towards creating an identifiable brand, a strategy, business entity or structure (things which were needed as a foundation to such an ambitious project and public persona).  1. The mission required that they be “high profile” and have a successful charity.  2. The production had to be first rate, “broadcast quality”.  None of those necessities existed, but passion prevailed…and ALL agreed it was worth doing (worth doing right).

Where to begin?

We are architects of art and innovation.  This project was right in our wheel house.  I met with my production partners (the same great team who helped us launch autoXcite.com and the commercial campaigns for it).  Mahar Enterprises, Inc. was contracted as the TV show’s Executive Producer, to bring the the business and production company concept to life (on a national scale).  Image Icon Entertainment, New England Video Productions, Phantazma Pictures and our in-house team got to work.

Mahar Enterprises, Inc. developed a business plan, marketing strategy, production budget and a unique business model (based on Mark Mahar’s proprietary “Passive Marketing Strategy”), all of which allowed the company to chase down the two objectives we were all passionate about (while creating compelling moments in life/business and filming all of them):
1. Restore and Make custom Hot Rods (with a nationally recognizable brand).
2. Grow a charitable campaign to reach/help more deserving people and great causes (on a national level).

The initial branding was designed around the recognizable elements of Metal, Muscle & Heart, ultimately launched as “Hoss’ Dream Machine – Driven by Heart (caring just got a whole lot cooler)”:

• Week 1 – Concept Proofing, Contracts
• Week 2 – Graphics, Printing
• Week 3 – Mobilization, On-site Logistics
• Week 4 – Casting, Scheduling, GO!

After only 30days of strategic planning, staffing, casting and contracts, the company made it’s first splash as a truly unforgettable exhibitor at Boston’s “World of Wheels” Event.  On hand were a dozen promotional models, the most recently restored hot rod, the HDM RV (which Batmobile designer George Barris signed during his scheduled promotional visit), and the kick-start to an exciting campaign (aimed at finding the “next deserving person” for a custom overhaul, through a solicitation of attendee stories/referrals).  The campaign did find us stories of need and inspiration – lots of them.  One example is the  “Fromer Family” (featured in the video trailer below).
Phantazma Pictures was subcontracted to Direct, Film and Edit the Company’s Documentary Production.  Image Icon Entertainment & Mahar Enteprises, Inc. coordinated all marketing and staffing logistics.  I led the production team, website work, information management, communications, talent management and public relations effort.

The “launch” event was a complete success.  A star new industry icon was blasted into the spotlight (“Hoss” of Hoss’ Dream Machine) out of total obscurity - complete with awesome video footage, promotional appearances, celebrity endorsements and much fanfare.  Several subsequent Expo appearances and 3,000 miles of road travel later, the company was garnering positive press and an enthusiastic fan base.  It didn’t hurt to have a 40′ RV as a driving billboard.

Right out of the gate, the production effectively carried the burden of marketing FOUR brands at once(their own company and various other sponsors) through a truly fun and heartwarming thrill-ride.  It was promotional bliss…at comparative pennies on the dollar…introducing some really passionate guys to America (and they owned their production rights, exclusively).

PASSIVE MARKETING STRATEGY, Implemented:

By funding the television show as an in-house production, HDM was in a position to control content, licensing, sponsorships and events (while also owning the broadcast rights, which would easily off-set the costs of production [once licensed]).  Due to the cost-saving methods and strategy we employed, the added enticement of being “paid by a network” to essentially broadcast a 44minute commercial for their products, services and charity just elevated the game.

Even if the production had to buy air time it was still cheaper than buying conventional advertising (when you buy air time you can also sell the commercial time).

NOTE: There are still additional tax benefits available for businesses which doing something of a production nature (in addition to the strategic marketing benefits of an in-house production).

THE ADVENTURE:

The entire HDM Production Team traveled the country, emboldened hearts, participated in countless charitable events and developed a compelling documentary…while launching an exciting custom car company.  With the help of other vendors and businesses who saw the potential of this great brand, HDM was able to deliver!

With promotional and working relationships which included Los Lonely Boys, Sirius Satellite Radio (Graceland), George Barris (original Batmobile designer), countless Expo appearances, charity motorcycle rides, various other celebrities and icons of the fabrication business, HDM was making substantial gains towards achieving their “high profile” status at a remarkable pace (all within an incredibly low budget).

The Los Lonely Boys “Righteous Ride” was ultimately auctioned off for $55,000 at the MECUM auto auctions in Iowa (featured in the video clip; proceeds to benefit First Candle Foundation; branding and press release provided by Mahar Enterprises, Inc. ).

All business launch, branding and marketing activities were accomplished at pennies on the dollar, with Mahar Enterprises, Inc. leading all creative and contractual strategies (including all business infrastructure and general strategic guidance).

NOTE: I go to great lengths to protect and advise my clients (particularly their intellectual property).  When presented with the knowledge that my client about to compromise the only thing which positioned their business for unique access to a very challenging industry,  HDM acknowledged my advice against releasing their properties to a third party.  Ultimately we disagreed on whether it was so important to their success.  Their lack of resoluteness for the integrity of their brand meant I could no longer stand behind it, their project or the company.  I still recall that day, wondering what would have happened if the guys said, “we agree” (I can almost guarantee that “Hoss & John” would’ve been a household term).

LESSONS LEARNED / AFFIRMATIONS
(see also Success & Failure):

• Amazing things can be accomplished on a shoestring budget with the right people (and I definitely know the right people).
• The past does not equal the future…it is just a small indicator of one’s potential (a mortgage broker and countertop fabricator turned overnight celebrities in the custom car business, for example)
• Exercises should be treated like missions…but missions should never be treated like exercises.
• Even the warmest of hearts, wisest of men, and tightest of purses can be compromised by a thirst for notoriety.
• Contracts are important.  The conditions of a promise are always forgotten, but the promise never is (put promises in writing).

The “Passive Marketing Strategy” continues to be successfully applied by Mahar Enterprises, Inc. with other companies and brands.  No client has ever succeeded in exhausting me or my team.  Our rapid pace and high energy development style is such that any lack of client stamina is revealed well before our team leaves the gate.

We’re still here…

Mark Mahar,
Mahar Enterprises, Inc.

Footnote

The following parties contributed in making Hoss & John’s journey possible, and deserve recognition for their support:

• Image Icon Entertainment, Inc.
• autoXcite.com
• Wreck-Amended (Fromer Family ”SS” Restoration)
• (Fromer Family “SS” Paint)

autoXcite.com

Project Mission: Launch a consumer website which offers insights and services to demystify the car-buying process.

Image Icon Entertainment branded the autoXcite.com project as a concept for exploiting the retail auto industry’s inherent weaknesses (of which “consumer distrust” was high on the list). 

We examined the weaknesses, market conditions, competition, etc… Then we worked with IIE’s management to develop a strategy, solicite an investor for seed capital and create a new service site.  The initial site scheme diagrams, pitch documents and presentation succeeded in gaining support, so we “threw the switch”.

Through a well-thought-out strategic plan and extremely efficient use of limited funds, our team engaged in 30 more days of insanity:

• Designed & Produced a website.
• Wrote & Produced the first commercial spot (which went viral via email – bringing 80,000 visitors to the site in 3days)
• Hired a staff
• Opened an office
• Began soliciting advertisers
• Obtained Industry Credentials and Licenses
• Had higher traffic and search engine rankings than the largest regional car dealerships (who were spending $60k/month in advertising)!!!

Within 90 days, the web site had enough traffic and consumer generated information that it was able to be supported by advertisers and the distribution or sale of “leads” for our affiliates.  The sales in the fourth month had climbed to nearly $50k against a monthly overhead of $4k. 

autoXcite.com made more revenue in it’s fourth month of operations than it cost to design, develop, market and launch the entire business model.  ALL of it was re-invested into additional campaigns and supporting content.  autoXcite.com became a co-branded sponsor of “Hoss’ Dream Machine (an MEINC client project).

The traffic and sales success (and the newfound marketing/production agility) was a result of a well-oiled creative launch and the tireless efforts of exceedingly talented people.  You don’t achieve benchmarks like that because you’re “lucky” (I’ll be the first to say that those first 120 days were very stressful and time-consuming but obviously worth it).  The entire launch team (in our own separate businesses) continue to utilize and tweak the strategies we developed during that launch (with great results for our own clients/projects).  Half of what we do continues to be under the aegis of confidentiality agreements and non-disclosure (there are countless consultants using our input to have a positive impact with their clients).

Image IIE continued to produce commercial spots and develop the site with additional services (the informational talk-show format was abandoned as the website became automated on the revenue side).  Vehix.com also began offering more consumer video content.

NOTE: We did beat Vehix to the concept of branded online retail video content (we had it before they did).  We just couldn’t compete with their aggressive pace and production budgets.  Round 1 went to us but Round 2 went to Vehix.com.  It didn’t matter because our site still met it’s revenue goals (at pennies on the dollar compared to what Vehix.com was spending to hold their market share).

That commercial campaign put IIE on the radar as a commercial producer and has resulted in the team’s involvement with various other campaigns (some public and some behind the scenes as budgetary, strategic, script or production support).

It is important to note that the viral components of our “web only” commercial campaign may seem somewhat “normal” now, but 8 years ago we couldn’t convince anyone that we had a tiger by the tail – we were way ahead of the curve (just for some perspective, YouTube and Facebook didn’t even exist yet).

autoXcite.com was also generating revenue from affiliate sites (which, again, was not as commonplace then as it is today).

The revenue from autoXcite opened the opportunity to entertain (and fund) various other Image Icon Entertainent / Mahar Enterprise projects.

Here I am, joining Jamie in the first ever autoXcite.com “internet only” commercial production (some of it was scripted and some of it wasn’t) – end result – just campy enough to be viral, just pro enough to be commercial:

With autoXcite.com’s strategy, documentation, pitch, launch and marketing behind me, I turned my attention towards the next projects in IIE’s strategic growth and marketing plan.  Image Icon Entertainment continues to manage the autoXcite.com project.

Jamie accepting award for IIE short film

Including (2002-present):

• autoXcite.TV
• RuffCutz Indie Film Conference
• Sex Together (award-winning short film) —->
• Bobby Logan’s 1Day Film School (Educational Retail DVD)
• Spare The Rod (screenplay; feature length film)
• The Pee Pee Dance (short film)
• Various Property Acquisitions (confidential)
• Ongoing Creative, Licensing & Marketing Support

I and MEINC continue to have an exceptional, candid and creative working relationship with Image Icon Entertainment.

autoXcite.com was a branded property of Image Icon Entertainment, Inc.  Images used with permission.  All Rights Reserved.  IIE ultimately sold the ”autoXcite.com” domain and site.  The new owner is presently overhauling it to their liking.