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Interviews

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Stéphanie Trépanier - Evokative Films

Evokative Films is a brand-new Canadian film distributor founded in early 2008 with a fresh perspective on the distribution business. With a strong online presence (a bilingual blog, YouTube channel and Facebook page), its mission is “to bring clever, entertaining and original international genre features to film enthusiasts across Canada.”

I contacted founder Stéphanie Trépanier, based in Montréal, to find out a little bit more about this exciting new player in the Canadian market.

James McNally (JM): Stéphanie, can you tell us a little bit about yourself and your background and what brought you to start Evokative?

Stéphanie Trépanier (ST): Ah, where to start. Well, I’m a French-Canadian born and raised on the south shore of Montréal. Having parents who travelled, I was raised to be curious about the world and other cultures. From as far back as I can remember, I was always interested in cinema and international film. The smallness of the international section of the local videoclub always depressed me. My little brother was an avid film-watcher too, but more on the horror side. During my teenage years my interest in independent cinema and animation grew and I started going to the Fantasia Festival in its second year. That festival was such a relief, bringing to the screens so many films that we would just never see otherwise.

My parents started their own business in packaging machinery distribution when I was eight years old, in our house’s garage. Over the past 20 years, it has grown to become one of the most important companies in its sector in Canada. Evidently I learned a lot from watching them work and the company grow. I was also involved in the company for a number of years and learned about the many aspects of its administration. But after a while, I realized I needed more passion in my work and that what I really wanted to do was to work in film.

So I quit the day job and went back to school to get a Bachelor’s degree in Public Relations, with a minor in Marketing and some Film classes. I figured PR was going to be my foot in the door of the film industry. While I was still in university I started working for the Fantasia Festival, which was then in its 9th edition and had grown to become one of the major cinematic events in the country. People who don’t think there is an audience for international genre film need to go to Fantasia and see the line-ups of people excited about what they’re about to experience. It made me see how much the genre film audience is curious, passionate and loyal, which makes them the best “customers” there can be, if they are listened and catered to. Which is not always the case in the film industry.

I then went on to work for Christal Films, then a major film distributor in Québec, where I mostly took care of the PR for the English releases. Eventually I got a promotion to the DVD department, and it’s there that the Evokative seed got planted. I was never too sure of the theatrical potential of international genre film, but in DVD it can definitely work. About a year ago, the company started not going so well and I decided it was time I tried going on my own.

Evokative Films

JM: Are you the only employee so far? What are your plans to grow the business in the next year, especially in light of the looming economic recession?

ST: Yes, I’m the only person in the company at the moment, save for my mother who lends me her accounting expertise. But it’s gotten to be too much work lately so I’m actually in the process of hiring an assistant. Distributing films is a lot of work, much more than what can be expected, but I’ll try to keep the team as small as possible. The small overhead is what makes Evokative possible, not having to meet the same numbers the other bigger distributors need to keep things rolling. For sure the looming recession brings some uncertainty and I’ve experienced the weakening dollar, but I think/hope the film industry won’t be too affected. We all need to be entertained when things are not going great!

JM: What’s the focus of the portfolio, other than “genre” films? Do you skew toward thrillers, or horror, or are there plans to cover other genres as well?

ST: The term “genre film” is one that has so many different definitions. For a lot of people, it means horror and thrillers. For me, genre films are films that respond to the rules of a particular genre, but also have an edge. I like diversity, so I intend to have just as much comedies as horror films. I also like it when the genres are mixed. Le Tueur is a thriller, but also a psychological drama. Hansel and Gretel is a fantastic film going towards horror. Adrift in Tokyo is a blend of walking road movie, comedy and human drama. My main focus, when it comes to choosing films for Evokative, is that the film has to be original, clever and entertaining. There will always be a characteristic that will be more important than the others, but the 3 have to be there. It also has to be a film that no other Canadian distributors have been interested in bringing here, but fans of the genre have been asking for, such as Crying Fist and Hazard.

JM: What’s your strategy for theatrical distribution versus DVD? I find genre films (and most other films) are more fun to experience with an audience, on a large screen. Have you been able to build relationships with the cinema chains across the country, or are you focussing on the independent cinemas more?

ST: I totally agree that films are much better to see with an audience, on a large screen. Everybody agrees with that, but less and less people walk the walk, in terms of actually going to see a film in a cinema regularly. So screening films in a theatre has become less and less profitable. Prints and advertising costs are so high that it’s very easy to lose money in the venture. So it is understandable that an increasing number of films are released directly onto DVD.

I’m just beginning, so I have to start a relationship with the theatre owners. I’m going just as much for the chains as for the independent cinemas. What’s important for me is the location of the cinema, the quality of the screen and the comfort of the chairs. For the Montreal release of Le Tueur (The Killer), I went with the Ex-Centris, an independent cinema, and the AMC Forum, a chain. In Toronto it will play at the AMC Yonge and Dundas, which is huge. But for Vancouver I’m looking into one of the Festival Cinemas.

I’ll have about a 50/50 ratio of films going to theatres or going straight to DVD. I don’t really want to get too involved in the high costs, the work and stress a theatrical release brings, but I also want to give the audience a chance to see the film on the big screen. Also, the DVD needs to have some buzz and good reviews to get a proper career, and most of the reviews are obtained through a theatrical release.

Le Tueur (The Killer)

JM: Tell us a little bit about Le Tueur (The Killer), the French thriller that was your first acquisition. What was the process of acquiring the film like? Were you nervous about negotiating? Were there other contenders for the Canadian rights?

ST: The company only incorporated in April, and by May I was at Cannes. I didn’t know anyone and all I had to represent myself was the Evokative Manifesto printed on a postcard. I booked as many meetings as I possibly could on-site and I just had to deliver the Evokative pitch convincingly. Some meetings were disastrous, with the sales agent clearly looking at me as if I came from another planet. But others got the Evokative vision and found it very refreshing. UGC was one of those. There were no other distributors contending for Le Tueur and it was already programmed at Fantasia, so it was perfect.

The first buy is obviously the most difficult, you have nothing to show for yourself except your willingness to make it. Just a few months in, it is already much easier. The fact that a big distribution company like UGC trusted a new-comer with Le Tueur opened doors. I have many more contacts from the festivals I attended (TIFF, Pusan) and the films acquired. I also got some nice industry press in the last few months and the line-up I’ve created speaks for Evokative.

I’m not in the business of fighting with other distributors for the rights to a film. Starting up, I don’t have the funds to get into bidding wars. Also, the goal of Evokative is to bring films that otherwise wouldn’t get distribution in Canada.

Evok - Evokative Films

JM: I love Evok, your “mascot”. Can you tell us a bit about his story, who designed him and what your plans are for him in the future?

ST: I dealt with Upperkut, a marketing agency here in Montréal, for the development of the visual identity of Evokative. It was a long and arduous process, but I’m extremely happy of the result. I told them I wanted some kind of character and Antonin Brault, one of their creative directors, came up with Evok. He even made a real-life puppet for the pitch.

Evok brings a bit of comic relief in this very “serious” business of distribution. He also translates in a funny way the emotions that genre films bring about. He already has his own animation and we’ll see what we can have him do in the future.

JM: Tell me how you’re using the web as a small company.

ST: I very much believe in the future of the web for film promotion. It allows us to reach the audience directly, much more than with the mainstream media. I founded Evokative for international film fans, so I want them to get them involved and start a dialogue.

The last few months have been very exciting for me and I liked the idea of being able to share in the progress of the business, as well as giving as much information on the films as soon as they’re acquired, to help start the buzz and word-of-mouth. A blog-based website like I have now and Facebook are great platforms for that. A new website, developed by Philosophy Factory in Toronto, will soon be launched. We will also have a web store so that international film fans can have access to the Evokative DVDs from anywhere in Canada. Web-based distribution is also something I want to look into as soon as possible.

For me Evokative is much more than just another film distribution company. It’s about increasing the awareness and love of international genre films and also making a point that we are not prisoners of the mainstream film system, that one can go and stand up for the passion of a different genre of cinema. Of course I’ll need the company to become profitable to keep running, so hopefully film fans across Canada will respond to Evokative’s mission and will take it upon themselves to spread the good word!

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Conversations with The Great Moviemakers of Hollywood's Golden Age at the American Film Institute

Bearing the unwieldiest of titles, Conversations with The Great Moviemakers of Hollywood’s Golden Age at the American Film Institute nevertheless deserves a spot on your summer reading list. AFI founder George Stevens Jr. collects interviews with many of Hollywood’s great directors, plus a handful of cinematographers and writers, and a few foreign directors as well. Drawn from the AFI’s renowned seminars, each is a delight. And I’m only thirty pages in so far.

I’d buy the book just for a particular gem from Raoul Walsh. While making In Old Arizona (1928), a freak accident resulted in the loss of his eye. When doctors asked if he’d like to have it replaced with a glass one, he snapped, “Hell no. Everytime I’d get in a fight, I’d have to put it in my pocket.” He wore a black eyepatch for the rest of his life. (Note to self: track down his autobiography, Each Man In His Time. He’s got a lot of great stories. Sadly, the book is currently out of print.)

Check out this great list of interviewees:

  • Harold Lloyd
  • Raoul Walsh
  • King Vidor
  • Fritz Lang
  • Frank Capra
  • Howard Hawks
  • James Wong Howe
  • Mervyn LeRoy
  • Rouben Mamoulian
  • George Folsey
  • William Wyler
  • George Stevens
  • William Clothier
  • Alfred Hitchcock
  • George Cukor
  • Billy Wilder
  • John Huston
  • Ray Bradbury
  • Elia Kazan
  • Fred Zinnemann
  • David Lean
  • Stanley Cortez
  • Robert Wise
  • Ernest Lehman
  • Gene Kelly
  • Richard Brooks
  • Stanley Kramer
  • Hal Wallis
  • Jean Renoir
  • Federico Fellini
  • Ingmar Bergman
  • Satyajit Ray

If you buy from Amazon using this or the above links, you’ll help support Toronto Screen Shots.

Senses of Cinema article on Raoul Walsh by Tag Gallagher

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Charles Gervais

Charles Gervais is the director of ¿¡Revolución!?, which examines the principles of political revolution through what’s happening today in Hugo Chavez’s Venezuela. I spoke to Charles at this year’s Hot Docs. The film opens in Toronto on Friday May 25th, at the Royal Cinema. If you’re at all interested in what’s going on in Latin America these days, you should definitely see this film. Check out the web site here.

James McNally (JM): I saw a film a few years ago called The Revolution Will Not Be Televised (TSS Review). Have you seen it? Was it something you were aware of before you made the film?

Charles Gervais (CG): In fact, when the project started, when I read this article in the newspaper saying that Chavez would distribute a million Don Quixote books, I tried to get the most information I could have on Chavez and Venezuela, because I was familiar with the Latin American situation, but not so much about Venezuela and Chavez, but I found this movie and I managed to watch it one hour before taking the plane.

JM: That was a huge eye opener because of the way the media presents Venzezuela here and what was going on. That film captured a movement, it was there for all the historical events, and yours is very different, it’s structured differently. Did you impose the structure on the film or did you let it come out of the film?

CG: Well, after two times in Caracas, I understood that my judgement, my opinion on the revolution was changing, so I reflected on a structure that could survive whatever path the revolution would take. So I thought about a fictionalized narrator which had the voice of some Latin old guerriero, I don’t know, I don’t define it really.

JM: Sort of a Don Quixote?

CG: Yeah, sort of a Don Quixote, Cervantes, guerrieros, maybe the phantom of Bolivar or Che Guevara, and this person is presenting his ideal revolution, so it’s not the Chavez one, but it’s…

JM: The theory.

CG: This is the theory, and also maybe because I found the project really fascinated me, really charmed me, but I was afraid that it would go out of control, so I said well maybe I’ll do my part in order to help keep the process moving in the right direction (laughs). I’d be happy if Chavez could listen to the movie, in fact I’ve sent it to him.

JM: Did you take the titles of each section from one particular source?

CG: No, this was really invented. I’ve read lots about different revolutions, some inspired in part by this Venezuelan revolution. But I wanted to make sure that these guidelines would be correct for the audience, but also for scholars, so I validated all these steps with specialists of revolution theories.

JM: I enjoyed the tie-in with the American revolution and the French revolution, it’s all the same principles.

CG: In fact, one of my experts is doing a degree thesis in Peace and Conflict Studies at the University of Toronto. Her name is Marieve de Rosier. And she’s doing her thesis on revolution theory, and she was amazed, “Wow, I read books of 400 pages and this is a great summary” so she helped me also to correct some parts and make sure it was credible.

JM: So when did the structure emerge?

CG: The structure was there while researching but before shooting. It was difficult because my structure was a bit rigid, I needed stories to illustrate every theme, which was a bit difficult.

JM: How much time did you spend in Venezuela, and how many times did you have to go back and forth?

CG: I’ve been back and forth six times in a year and a half. The first time I went to see the distribution of the Don Quixote book was just seven days, I put it on my account. I shot the event and I made a five-minute demo film which helped me to start the movie. But other times I’d stay five weeks, a month and a half. In total about three or four months. I’ve also lived for more than a year in Latin America, so I’m really close to their Latin passion.

JM: And you speak Spanish? So you didn’t have to use translators?

CG: It wouldn’t be possible to use translators in Venezuela, because the society is so divided that if you associate yourself with someone, you will be in one clan or another. You would be associated with either Chavez or the opposition, so you’re done, you cannot talk to the other side. I was just on my own, and I was working hard to protect my “observer” status.

JM: Did you get to meet with Chavez?

CG: Personally, I would have loved to, but it would have been more for personal interest than for the documentary, because the film is based more on the actors of the revolution, and also Chavez, but in relation to the people.

JM: There’s another film showing at Hot Docs called Orange Revolution (TSS Review), which is an interesting film to compare because that film ends up being less about the politicians and more about the people, and I think this is what your film is trying to accomplish, seeing whether the people will keep the principles.

CG: Yes, I definitely want to see that film.

JM: Did you have any problems getting people to talk freely in the film? Did anyone try to stop you from filming or approaching certain people?

CG: No, liberty of the press is total. I could enter the airport at Caracas with 12 packs of equipment, and customs was just, “Hi.”

JM: Do you think it was because you were Canadian?

CG: No, no. It’s just that they are not shy about anything going on right now. It might change in the years to come, but right now, they think that the more the press will come, the more they will look good. They think that what they are doing is good, they don’t have anything to hide, they say just come and shoot. Even Chavez and the people close to power say go ahead, shoot every event, you want to shoot in the barrio, go ahead. And they knew I was talking to opposition leaders and they didn’t care.

JM: How did you find the people you feature in the film, the street vendors, the woman from the barrio?

CG: It was really sort of investigation work. When I first arrived in Caracas, the only contact I had was a journalist from the national radio station, a friend of a friend told me go see this person. This person wasn’t there but they told me I could see her assistant, and this person finally opened lots of door. But the street vendor, and the girl, was just from walking around. I was living in a poor neighbourhood and talking to everyone, having coffees, and the girl [from the barrio] I met her in a Youth Forum that was held before the World Forum.

JM: What about the politician, during the election, the woman who was going around with her posters?

CG: With her it was more through the first contact at the national radio. And I’ve done a lot of interviews for the national broadcasters, so they knew me. My objective was to be known by everyone in power. They knew that there was a Canadian team doing a documentary, that it was serious, that I would keep coming back, that it was big. At the end, everyone knew that I was doing something. Even the guard of Chavez knew that we existed.

JM: The opposition leader, Marta, seemed the most anti-Chavez. But at the end you find out that she had been working for him, you feel that the opposition doesn’t seem very well-organized. I know that in 2002, at the time of the coup, they seemed very powerful. What’s happened since then?

CG: They have made so many attempts to kick out Chavez, with this coup, also they cut oil production for two months, they’ve also tried to seize one public place for I don’t know how many months, so they’ve tried so many times to kick Chavez out and it hasn’t worked. And the referendum [which they lost]. After that it’s kind of collapsed. It’s really really disorganized, and there’s kind of a resignation, let’s just wait until he goes.

JM: Chavez talks a lot about the Americans, hinting that they’re going to invade the country. Do you think that’s just rhetoric to try to get people to support him?

CG: I think it’s a classic way to get your base of support tight and active. While listening to his speech, there’s only a small extract of his speech in the movie, but it’s always four or five hours long. Every ten minutes or so I would notice that he would bring back the enemies, and people would start clapping their hands, without noticing why they’re all happy at this moment. But they’re happy because he’s mentioning the enemies. You can see how important it is to always remind them that there’s an enemy threatening them. It keeps the base of support active.

JM: At the same time, he’s made some friends in other countries (like Iran) that are maybe not so smart? How do people feel about some of the decisions he’s made?

CG: His base of support are not that educated to judge who Ahmadinejad is, or even Fidel Castro. They’ve never been there, they don’t know. Chavez will present Fidel Castro as a hero and the Cuban system as beautiful, and they can’t judge if it is or not.

JM: But Venezuelan media wouldn’t cover the same things? Would they talk about Iran’s president pursuing nuclear weapons?

CG: Well, 90% of the Venezuelan press is private, so they bring a lot of information and criticism of Chavez, but his basis of support is more the masses of poor that were forgotten by the previous regimes.

JM: So they are pretty unthinking about whether this is a good idea or not?

CG: They would believe that Chavez is doing the right thing.

JM: Do you think he will leave office at some point? Is he thinking about someone to succeed him?

CG: People say that he is says he wants to stay in power until 2021. To do this, he needs to change the constitution. The new constitution gave him access to two mandates of six years.

JM: But he was behind that new constitution.

CG: He changed it already because previously it was one mandate of four years, and after that you had to go away. Venezuela had a lot of history of dictators before the 1960s. So, two mandates of six years was not so bad, but he’s already said he’s going to hold another referendum to give himself the opportunity to present himself [for election] indefinitely. But they say that in 2021, his daughter would be ready. (laughs)

JM: Oh, no. (laughs)

CG: To enter power. She’s the one who really helped him during the coup in 2002. She helped a lot with Castro, to distribute tracts, to organize the people, so she’s already known by the people.

JM: With regard to Cuba, because of what’s going on with Castro’s health, what do you think might happen when Castro dies? Will the Americans try to have more influence in Cuba, will Chavez take that as a threat?

CG: It will be interesting to see that because I think Fidel is also trying to continue his achievements through Chavez. Chavez is the one he’s chosen to continue his work. And when Chavez stepped out of prison in 1994, he was invited to Cuba and received as a great leader by Fidel Castro. And he was nothing at that time. It was Castro that said to him, don’t do it the same way as I’ve done it. Try to go on a democratic path. Maybe it was him who also told him not to use so much censorship, you don’t need it so much today. He’s the reference and even Chavez has presented him as a spiritual father.

JM: I think the difference of course is that Venezuela has oil. If you have money, it’s easy to make friends. These programmes are helping a lot of people. The presence of oil makes their realtionship with the United States a very important one. Canada is also mentioned a few times in the film. I don’t know very much about Canada’s relationship with Venezuela.

CG: For Chavez’ government, we’re part of the Empire. He refers a lot to the Empire.

JM: Sometimes he would say we don’t want to be a North American colony. So you’d think he’s not just meaning the U.S., but other times he says Venezuela needs new trading partners, which is very true, because Latin America has always just been America’s supplier of raw materials. Does Canada have any sort of influence there? Did you get a different reception there as a Canadian?

CG: I was better received than if I was an American, that’s for sure. There’s still a difference. Canada used to have a good reputation, that could change, I don’t know.

JM: There’s a strange scene in the film where there’s an American guy at some demonstration. He says “I’m not a communist and I’m not a liberal.”

CG: It was a detail, but it’s a detail about what kind of people you could encounter in an opposition march. Is he an American or is he just pro-American? He just says that he fears the threat of communism, and for a lot of Americans, liberal is a synonym for perdition.

JM: One of the things in the earlier film (The Revolution Will Not Be Televised) was that all of the television stations were owned by the opposition. Is that still the same?

CG: What has changed is that just a week ago, Chavez didn’t renew the licence of one of the biggest private broadcasters, so some sort of censorship is starting. He has been really criticized for this, but he justified it by saying that this network was really bad, that they were involved in the coup d’etat of 2002, and that society didn’t need this kind of thing. It’s sort of an authoritarian beginning.

JM: I’m probably like you in that I sympathize with what he is trying to do, but I worry about his personality.

CG: His personality is necessary to do what he’s doing. You have to invent a system. He’s the only one who could do what he’s doing. You need to be really strong and powerful and have this charisma that he has. But afterward, you need to build a system and then leave the system.

JM: And I don’t know if he’ll do it. I hope so.

CG: This is what Castro never succeeded in doing.

JM: And you have sent the film to him? Have you heard anything yet.

CG: Yes, right now it’s in the Vice President’s office. And I hope they’re going to take the time to look at it.

JM: I think the film is largely sympathetic but it has some good criticisms. And you point out some things that maybe he doesn’t see.

CG: I think I believe in his project, but I’m really afraid about how it has already started to get out of control and how it could continue to spiral out of control.

JM: The problem is that he has a lot of influence in the rest of Latin America now, so he can easily say he needs to stay to help these countries, Ecuador and Bolivia, for example, they’re all disciples of Chavez now.

CG: But he can’t enlarge his coalition like he was doing before. And go with Lula [in Brazil] and go with Kirchner [in Argentina] and all these other leaders that cannot associate themselves anymore with Chavez because he’s too radical.

JM: I think the good thing is that he started the ball rolling.

CG: He gave the possibility for all these movements to exist. Because before, every social movement was destroyed in the Cold War, and he’s the one in 1998 who proved that is was possible to create social change without being repressive and that it works. What he’s done is working. The poor are in better condition than they were before. He’s already changed the history of Latin America.

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Pamela Cohn, a filmmaker in her own right, has started a blog focussed on documentaries. Still in Motion features some excellent in-depth interviews with filmmakers; in particular, check out the interview with Pernille Rose Grønkjær, director of The Monastery: Mr. Vig and the Nun, which I reviewed here. (A tip of the hat to Agnes for the link.)

Hot Docs has come and gone for another year. Having missed most of my films, I wanted to get an overview of the festival to find out which films I need to see and which ones to pass on.

For Livebait.tv, I decided to interview James because of the stellar job he did in reviewing all the films he saw. Also interviewed were Philip Hamilton and Ian Stuart who, between them, saw 73 of the 129 films at Hot Docs this year. Incredible!

In this interview, filmed at the Drake Hotel, James, Philip and Ian provide a nice overview of Hot Docs and discuss some of the films they saw.