To Test or Not To Test

(Ed Gass-Donnelly on set directing the killing of Dirty Steve)

We're getting close to a picture lock. Inching towards it anyway. We originally planned for May 1, but because we need to get feedback from our distributor, it may not be locked until the end of May (which is not big deal, our schedule definitely has padding).

Beyond feedback, one of the things slowing down the process is the possibility of holding a couple of small test screenings. These would be kind of like hybrids between REAL test screenings arranged by large companies (which cost upwards of $5000) and a FRIEND screenings (which is an entirely boased audience). We're trying to find a way to solicit strangers who fall within our potential audience (ie people who actually pay to go see indie fare at theatres) but it can be hard to know for sure what a strangers tastes are. In the same way friends are likely to be more forgiving, a stranger who only likes big Hollywood comedies could offer a disproportionalely negative response.

I have mixed feelings about the whole idea. Obviously if the film screens well I will be happy because that is good ammunition increased marketing/release etc. However, if I don;t hold a negative test with much validity, the same shoudl be said about the postive response.

Ultimately I believe wholeheartedly in the film. Beyond my own ability to offer geneuine critical objectivity, the rsposne from folks n the industry has been phenomenal. I mean there really is no question that the performances are stunning, that the film looks beautiful and unique, and that the connecting storylines are masterfully woven. It really just comes down to now whether an audience will connect with the story on a meaningful level. I certainly think/hope so.

But only time will tell.