Business Proposal (FILM)

BACK TO BLACK

Doc Pictures Email: [email protected]

Tel: (786) 370-0660

8 July 2020

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TABLE OF CONTENTS EXECUTIVE SUMMARY __________________________________________ 3 THE COMPANY ________________________________________________ 4

Mission Statement ________________________________________________________ 4

What is Doc Pictures? _____________________________________________________ 4

The Objectives of Doc Pictures, LLC are: ______________________________________ 4

The Production Team______________________________________________________ 5

Jessica Acevedo – Producer _______________________________________________ 5

THE FILM ______________________________________________________ 6

Synopsis ________________________________________________________________ 6

Copyright Information ______________________________________________________ 7

Budget _________________________________________________________________ 7

THE INDUSTRY ________________________________________________ 8

How it Works ____________________________________________________________ 8

Domestic Distribution ______________________________________________________ 9

Film Festivals __________________________________________________________ 9

Video-On-Demand (VOD) _______________________________________________ 10

International Distribution __________________________________________________ 10

THE MARKET __________________________________________________ 1

Targeted Audience ________________________________________________________ 1

Dark-Skin Women ______________________________________________________ 1

Beauty Users __________________________________________________________ 1

Those Who Are Curious ____________________________ Error! Bookmark not defined.

The Higher Educated Audience ____________________________________________ 2

Demographics ___________________________________________________________ 2

Young Adults __________________________________________________________ 2

DISTRIBUTION _________________________________________________ 4 RISK FACTORS ________________________________________________ 7 FINANCING ____________________________________________________ 8 SOURCES _____________________________________________________ 9

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EXECUTIVE SUMMARY

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THE COMPANY Mission Statement To bring awareness of the social issues brought by skin bleaching.

What is Doc Pictures? Doc Pictures is a Miami, Florida private company that was established in 2020. It is in the

process of becoming an LLC. The main purpose of the company is to develop and produce a

feature-length documentary called Back to Black. A film about skin bleaching, which has not

been covered in detail through a documentary.

The topic of skin bleaching has little coverage in the US, those that have used the products

are considered to exploiting the issues on colorism. On the other hand, it is very openly and

commonly used internationally. It is most popular in Africa and southeastern Asia, with

Nigeria being the number one country. The company sees this as an opportunity to properly

introduce the skin bleaching industry, as well as show the struggles it brings in self-

acceptance through the lives of three Nigerian women.

The Objectives of Doc Pictures, LLC are:  Develop and produce a feature-length documentary that brings awareness toward a

topic that has little coverage on.

 Document stories of those with the struggle of self-acceptance.  To start production mid/late 2021.  To screen the documentary through multiple domestic festivals such as Sundance,

TIFF, and Hot Docs Canadian International Documentary Festival

 To distribute through online streaming services such as Netflix, Amazon Prime Video, and Apple TV+ for the general public, and international markets.

As more and more streaming services are opening, the demand for documentaries couldn’t

be any higher. 1 We believe a well-told story about self-acceptance with a theme of colorism

will capture attention, especially with the Black Lives Matter Movement happening. Although

the documentary will be taking place in Nigeria, its colorism situation hits very close.

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The Production Team Jessica Acevedo – Producer Jessica Acevedo, the founder of Doc Pictures, is a current film student at Miami Dade

College. Working as an assistant director in numerous student films, as well as directing a

short documentary, Acevedo brings the experience from her assistant directing, and on

creating a documentary.

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THE FILM Synopsis Skin bleaching has been around for centuries and despite the millions of users around the

globe, it is a topic that is rarely covered in the US. Back to Black is a feature-length

documentary that focuses on the lives of three Nigerian women who use its products and

procedures to answer why so many individuals skin bleach, despite the health risks it brings

along.

Act One: The documentary begins with introducing the three women, demonstrating their

daily routine, as well as their relationships with their families, friends, and coworkers. Each

woman is in a different class: low, middle, and high class. The main thing they have in

common is they have been skin bleaching for several years and have converted to an

obsession. They are aware of it and are aware that the products have dominated their lives.

The three women being aware of their obsession leads to their agreement to cease the use of

skin bleaching for 90 days.

Act Two: This is where the journey of self-acceptance begins. However, the opposite of

acceptance or confidence tends to be fear and anxiety. During the 90 days, the documentary

captures the social changes in each of the women's lives. Whether it be in the work

environment, in their homes, or within themselves. The amount of time for the skin

pigmentation to return to its normality differs between each woman some may take longer

than others, which is why 90 days is more than enough time. The second act splits up into

three segments: 30 days, 60 days, and 90 days.

Each 30-day section will show the changes each woman has come across. Some may be

better than expected, while others may be shocking. The most important factor here is

documenting the fear from each woman either come true or hopefully disappear. This is to

demonstrate that sometimes the anxiety of not being accepted in their dark skin tone may all

be in their heads. On the other hand, it may show the true nature of how extreme colorism is

in Nigeria.

However, their fear is not the only thing the documentary keeps track of, their physical health

as well. Since the women have been skin bleaching for a long period of time, keeping track of

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the health changes persuades them to reconsider the use of the products and asks if it was

worth it.

Act Three: After the 90-days, a few weeks pass to give the women a break. When we return

to them the answer to the question of why millions of people skin bleach is presented with

each woman. The answer or acceptance. We reflect with them on their decision of going back

to skin bleaching or deciding to accept themselves in their true color.

Copyright Information Doc Pictures plans to Copywrite the synopsis and the treatment with the Writers Guild of

America. We plan to have the documentary produced and distributed within the 5-year

copyright license that is offered. If more time is needed Doc Pictures is open for an extension.

Budget Back to Black has an estimated budget of $200,000.

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THE INDUSTRY The film industry consists of multiple alliances to create and distribute films for the purpose to

entertain. Some of these alliances are film studios, directors, crew, cast, etc. 2 However, for

non-fiction films it differs; the purpose, in this case, is to bring awareness to any issue or set

of issues in the real world. Although the majority of film releases are fiction, documentaries

have been catching up at a quick pace, going from less than 5% to 18% as of 2012. 3

In recent years, the documentary film industry has been going through a boom or as some

news articles phrase it, "golden age." This trend began as far back as 2004 with Michael

Moore’s documentary Fahrenheit 9/11, followed by Super-Size Me, Blackfish, and recently

Won't You Be My Neighbor? Documentaries have shifted from lectures with b-roll to impactful

real stories exposing unbelievable truths. 4 With box offices peaking as high as $23.9 million

on opening weekend, documentaries have shown a promising revenue. 5

The demand for documentaries is also due to the increase of streaming platforms. At the

2019 Sundance Festival, Knock the House Down, which had raised over $28,000 on

Kickstarter, sold its distribution rights to Netflix for $10 million. 6 7

With Disney+ and HBOMax as the new recruits into the streaming platforms, Doc Pictures is

confident that the demand for documentaries will continue to rise at a healthy pace. 8 9

How it Works The film industry consists of two activities: production and distribution. The production

process has four steps: development, pre-production, production, and post-production. First,

a concept or story idea is pitched to a studio for production. After the concept is accepted, we

go into development where a producer hires scriptwriters to write, rewrite, or polish a script.

When the concept (project) is greenlit (funded to make) pre-production begins. In this step

crew members are hired, contracts are signed, schedules are made, and a budget is planned

out. Once all paperwork is settled, production or principal photography begins. This is where

the actual making of the film commences. Once all filming is completed, we move to post-

production. Here the editing happens, which consists of mixing in the music, sound effects,

and any special effects with the dialogue and video clips. Once the film is complete, we move

on to the distribution of the film to theatres, DVDs, or VOD.

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For documentaries, there is a slight difference. Yes, a concept is presented, but there is no

actual script. Scripts are the manual to a fictional world; documentaries capture real people

playing themselves in real-world circumstances, so scripts are not a thing here. Instead, an

outline or treatment is written. The development and pre-production are where 50% of all the

time making the documentary is spent. The process is similar only that here extensive

research is done about the topic that will be covered. This includes finding the best way you

can tell your story, find the right location, and the right subjects. Once you find your subjects

and story to document, the majority of the project will take place during principal photography.

Typically, we shoot as much as we can and can end up with hours upon hours of footage.

Subjects can take a while to accustom being filmed thus principle photography can last for

months. Post-production is where you refer to your goals and outline of the story. This is the

step where a story is slowly developed through the footage that was shot. Once the

documentary is polished and complete distribution comes into play. 10

Domestic Distribution Film Festivals Film Festivals are events organized by a university, film association, or private organization

that screen feature or short film presentations to local audiences. 11 Its purpose is not to bring

revenue to a film, but attraction. They are domestic and international festivals. Nevertheless,

to screen a film in a festival the standard is universally known. Each film festival has certain

guidelines for what they expect from a film. The basic guidelines are format and length. Some

festivals are specific with these. The San Jose International Short Film Festival only allows

short films. Other guidelines that some festivals specifically look for are topic/themes

(International Ocean Film Festival), genre (Hot Springs Documentary Film Festival), and

community (BFI Flare: London LGBT Film Festival). Festivals do have a submission fee, but

besides that, they are quite simple to submit a film.

Theatrical Exhibition The distribution to theatres is mainly handled by distribution studios (major or independent).

The distributor decides which theatre to lease out the movie for a period; normally it’s the one

that would provide the best deal for revenue. 12 There are three major theater chains in the

US: AMC Entertainment (1,000 theatres), Regal Entertainment (549 theatres), and Cinemark

Theatres (345 theatres). 13 14 15

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Video-On-Demand (VOD) Since the addition of Netflix's streaming service in 2007, to joining the ranks of the Motion

Pictures Association of America, video-on-demand is exploding. 16 In 2019, the MPA Annual

Report stated the digital market gained $20.5 billion while the theatrical market only gained

$11.4 billion. 17 Distribution for video-on-demand varies. Doc Pictures is mainly focusing on

SVOD (streaming) and TVOD transactional). The difference is streaming is based on

subscription and transactional is based on one-time purchases of rent-to-watch. Netflix and

Amazon are the two big ones here, but Apple TV+ and Disney+ are not far behind. 18 Each

company deals differently. Netflix prefers exclusive worldwide rights, Amazon is a good

chance of theatrical releases alongside streaming on Prime, and AppleTV+ recently made a

deal with A24 to have films exhibited and streamed. 19 20 To add on, SVOD's have a high

demand for documentaries.

International Distribution The international market has been on a steady increase in box office revenue. In 2019, the

international box office was $30.8 billion dollars, which is 73% of the total box office

revenue. 21 To mention AMC and Cinemark already have theatres in foreign countries. 22 23

Although Back to Black is mainly targeted for domestic audiences, we plan to distribute the

documentary internationally.

Besides having it distributed theatrically, we plan on distributing the film through SVOD. An

advantage of Netflix's services is that it reaches audience members who may have access to

theatres. Its international subscription count is approximately 123 million worldwide. 24 In order

to reach as many people as we can, using an SVOD is a great option.

THE MARKET The audience is the most important factor in any film especially documentaries. While fiction

films can have great marketing plans, some documentaries thrive off word-of-mouth or in

other words social media such as Tiger King: Murder, Mayhem, and Madness. 25 Part of the

strategy to sell your film to an audience is having a well-established genre, and a well-known

targeted audience and demographics. The documentary genre has been thriving within these

past few years. The main reason is switching from "boring" lectures to compelling stories and

the help of online streaming services (SVOD). According to a 2018 documentary audience

survey by Hot Docs (a Canadian international documentary festival), 55% out of the 3,607

people surveyed said they are watching more documentaries now than three years ago. 26

There are 100s of documentaries between Netflix and Amazon Prime to watch alone. 27 28

With more options to watch, more viewers will be attracted. Although it is unknown whether a

documentary will be successful, the help from these markets might be very advantageous for

this film.

Targeted Audience Dark-Skin Women In the US, 11.4% of the population are dark-skin women. Some embrace it while others might

wish for fairer skin. While the majority of skin bleach users have dark skin. Back to Black will

mostly be shown in the US, this topic is not commonly known. Showing a world where women

may have a similar skin tone like them, but go through the risks of having it lighter, may

provide a sense of empathy.

Beauty Users In the US, 41% of Americans use cosmetics daily. Skin bleaching is considered a cosmetic.

Although most use it to get opportunities, others may see it to achieve beauty. Back to Black

does not show the positive side to skin bleaching rather its harmful side. The beauty industry

has a dark side to it, and this is one of them, but that does not mean it won't grab attention. In

2018, Toxic Beauty, a documentary about the dangerous ingredients in cosmetics, won the

Founder's Award at the Miami Fashion Film Festival.

Documentary Lovers The world is more connected than ever, meaning more exposure to cultures, practices, or

routines never heard off. According to the 2018 Hot Docs survey, 71% of those surveyed

stated they watch more documentaries because there seem to be more documentaries, they

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are interested in. SVOD tend to have a section with films relating to topics they are interested

in. This is where curiosity might come into play. Back to Black is one of the first

documentaries discussing the topic on skin bleaching having something fresh and new pop

up might just be tempting.

The Higher Educated Audience Despite the fact Back to Black may have more compatibility with women or beauty users, Doc

Pictures does not rule out the higher educated viewers. According to the Hot Docs survey,

76% of documentary viewers are educated at a university level. There is a chance that some

of our audience may watch the film to learn something new.

Demographics Young Adults Audiences between the ages of 16-34 are the second largest group to watch documentaries,

according to the Hot Docs survey. Young adults fall between these ages being approximately

80 million young adults in the US. This is the age where you are in college, university, or have

graduated recently placing themselves in the 77% of higher educated documentary viewers.

Not to mention they are the highest demographic to be on their phones; because Netflix

uploads their monthly video of new content on YouTube, this audience is a highly targeted

demographic for Back to Black.

Strategy Social Media Marketing Social networking services (SNS) are bigger than ever and they will only get bigger.

Facebook has 2.6 billion users in the first quarter of alone making them the largest SMS

platform in the world. In 2013, the phenomenon documentary Blackfish premiered on CNN.

That night it premiered over 67,000 tweets were posted and seen by 7.3 million people. The

tweeting spree was a result of a successful social media campaign by CNN.

Throughout the post-production of Back to Black, Doc Pictures plans to market the

documentary throughout multiple SNS. It will not only consist of behind the scene footage but

be interactive with its audience. One example of this will be using polls. The interaction may

cause the audience to remember the documentary easier and create anticipation for its

premiere.

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According to a 2019 MagellanTV survey, 77% of millennials are likely to share what they’ve

learned from documentaries. Since they are also the largest age group to be on SNS, using

the networking platforms may create a “buzz” of the film.

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DISTRIBUTION Distribution is the process of making a film available for viewing to an audience. The way it

works is by licensing or renting the rights to a distributor for a specific amount of time. These

rights can be the entire copyright of the film or just a certain right such as domestic or foreign

exhibition, DVD, cable, or SVOD. Distribution differs between a major studio, an independent,

and streaming services.

Distributors have a substantial amount of power and they can influence the decision making

in scripts, casting, edits, and marketing. Since we plan to have the documentary complete

before we contact distributors the decision-making for the course of the production will be

conducted by us, Doc Pictures. With that said a distributor is a key for this documentary to

thrive.

Studio distribution makes all marketing and distribution decisions in-house. They distribute

their own projects and, sometimes, obtain other films. They can easily exhibit a film

domestically, and since they have offices around the world, the foreign exhibition is easily

obtained as well. Not to mention they are excellent with marketing the film, flooding television

with film promotions. Independent distributors are low-budget friendly. The major studios have

obtained independent companies to have as an independent division. This means low-budget

films may have easy access to exhibition and marketing. There are also independent

distributors that are not connected to any of the major studios like A24 and IFC Films. Here

they not only help in marketing and distribution but in creative decisions and financial

contributions as well.

Streaming services are changing the game. Netflix has recently been ranked alongside the

major studios since it has grown so large in just a few years. Each SVOD varies how it will

distribute. Netflix will mostly go for worldwide rights since its platform is available in almost

every country. There's a chance that Amazon Prime will do a theatrical release as well as

streaming. As for Apple TV+, the platform is still new launching back in November 2019,

however in the recent Sundance Festival, Apple TV+ and A24 both obtained rights for the

documentary Boys State. Apple with SVOD rights and A24 with theatrical exhibition rights.

This could mean Apple may team up with other distributors for theatrical releases.

Although it is mention that distribution can vary, there is a standard agreement with theatrical

releases. The distributor rents out the film to several theatres. The revenue the theater makes

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is split 50/50 after taxes. The distributor regains his P&A (prints and advertising) expenses

and any minimum guarantee and fee. Whatever is left is split among the producers/investors.

For the SVOD, however, revenue can be very different. Netflix is known to pay a one-time

huge amount for worldwide streaming rights. As mentioned earlier, Knock the House Down

was purchased by them for $10 million. The documentary had a kickstarted that raised only

$28,000. If that was there budget, then the outcomes were very favorable. Amazon depends

on Prime or Amazon Video. With Prime, it is based on the number of hours the film is viewed.

Release Strategy Festivals The typical flow of release will start of theatrically, the DVD, streaming, and cable. However,

this works differently for documentaries. The top distribution mechanism for documentaries

are film festivals. According to a 2018 documentary field study by Center for Media & Social

Impact (CMSI), 57% out of 550 documentary film professionals distribute their films at

festivals. Since a lot of distribution companies (major or independent) seek to find the next big

film this is the best opportunity for documentaries to get noticed. Some of the latest

documentaries to get picked up from festivals were One Child Nation, Time, and Boys State.

At the 2020 Sundance festival, Boys State was bought by Apple and independent giant A24

for $12 million, surpassing the $10 million Netflix deal with Knock the House Down the

previous year. With Apple streaming it through its Apple TV+ and A24 releasing it theatrically,

it's a win-win deal. We plan to distribute the documentary at multiple festivals domestically;

Sundance and TIFF to name a few.

Digital Aggregator For Doc Pictures to get our documentary into a big platform like Netflix, we will need an

aggregator. They can be referred to as the "middleman" between us and streaming giants. A

digital aggregator's expertise will help us pitch and deliver our film to the desired platform of

our choice. This will benefit us in getting Back to Black on an SVOD, and a digital

marketplace like iTunes or Amazon Video.

Exhibition and SVOD During the festival, we plan to make a deal with an independent distributor for domestic

exhibition as well with an SVOD for streaming to a worldwide audience. Netflix, Amazon

Prime, and Apple TV+ are top of our list. In 2019, 70% of young adults watch content through

streaming services than any other medium. Having our documentary in an SVOD is the best

chance to screen to our targeted audience. The period for the distributors to obtain the rights

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may change, but for now, we plan a limited theatrical release to be around 4 weeks, and a

streaming deal to last about 2-3 years.

Digital Marketplace Lastly, after streaming agreements come to an end, we plan to have the documentary on

multiple digital marketplaces such as Amazon Video, Google Play Movies and TV, and

iTunes. iTunes is known for splitting sales 70/30 with 70% going to the filmmaker. While for

Amazon Video you receive 50% of the purchase price. Revenue will be based on one-time

payments to buy the film. They also do TVOD (transactional video-on-demand) which do one-

time payments to rent the film.

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RISK FACTORS Investment in the film industry is highly speculative and inherently risky. There can be no

assurance of the economic success of any motion picture since the revenues derived from

the production and distribution of a motion picture depend primarily upon its acceptance by

the public, which cannot be predicted. The commercial success of a motion picture also

depends upon the quality and acceptance of other competing films released into the

marketplace at or near the same time, general economic factors and other tangible and

intangible factors, all of which can change and cannot be predicted with certainty.

The industry is always changing and although the demand for documentaries is booming, we

cannot predict when it will decrease. With the current state of the world, the theatrical industry

is facing hardships. The biggest risk commercially is not having enough seats in the theaters.

With that said, we cannot only consider the risks in the commercial aspect of films.

Documentaries' main risk is having a legal situation whether it be with a person or company.

Not to mention any safety risks with subjects and crew members since there is no telling the

future conditions of a documentary.

Doc Pictures is fully aware of the legal and safety risks. We believe in order to create a

successful and impactful documentary is not only to have an intriguing topic but to be

attentive and prepared for any issue that may want to cause interruptions of filming. Back to

Black is not only a fresh, new topic, but it brings exposure to something never discussed

through a documentary format. Taking advantage of the high demand for this film medium is

the best opportunity we have.

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FINANCING

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28 Nonfics, & Campbell, C. (2018, January 17). 100 Must-See Documentaries Streaming on Amazon Prime This January. Retrieved June 24, 2020, from https://nonfics.com/best-documentaries-on-amazon-prime-january- 2018-1faa44cf4e42/