Orlando Film Festival!

For the tagline of my blog being called, “The Life Of A Quadriplegic Filmmaker…,” over these past years, I really have not written too many posts on the subject of “filmmaking.”  I mean from my count I would put the number of posts that deal with that topic at a total of six (6).  Looking at it from my perspective I guess you could say there really are two (2) main reasons for it being that way: 1, I was never able to get a job in the industry post college, and 2, I really do not want to pursue that career anymore as my interests have changed.

That being said, ironically, this blog post is going to fall in that category of me being a “quadriplegic filmmaker.”  It has taken me four years, but I a little over seven months ago I completed my first feature film with a group of friends I graduated college with.  The film is a feature documentary on WWII bearing the name Angels Of The Sky.

Creating the documentary Angels Of The Sky was not a film I ever thought I was going to make…it just happened.  The summer of 2011, was coming to a conclusion, therefore, before I was going to start on a new adventure by attending Chapman University’s Masters in Business Administration (MBA) program, I wanted to have one last hurrah.  The hurrah I chose may sound boring to some of you, but it was a living history museum on WWII.  That museum was the Lyon Air Museum attached to John Wayne Airport in Santa Ana, California.

Upon entering the Lyon Air Museum and looking at the exhibits one by one, a docent came up to me and began talking about the B-17, I was standing in front of.  At the time little did I know that all the docents were veterans from WWII.  This docent was Edward Stapleton, a pilot, who flew P-38s and B-17s.  As Mr. Stapleton began talking and explaining all the ins and outs of the airplane, he began to tell his life story of what caused him to join the service and how he became a POW in German territory during WWII.  Well, 45 minutes later, his story was over…and my response was, “That needs to be a movie.”

Since I decided to pursue telling Mr. Stapleton’s life story, I wanted to get it on film as soon as possible.  I setup a day and time, to meet Mr. Stapleton at the Lyon Air Museum, but unfortunately, he did not show up due to a medical emergency.  Therefore, in order to try and make something out of nothing, the staff of the museum told me I should look into interviewing a couple of other docents that were there.

To make a long story short, there were multiple WWII veterans who all had amazing stories of how they had become POWs in German territory.  Therefore, with the museum’s help, I began contacting each docent one after another uncovering priceless stories of WWII veterans.

With our film Angels Of The Sky finished, I began sending it to film festivals around the world in hopes of getting it a little exposure.  Well, after getting rejection, after rejection, after rejection, after rejection (which comes in the territory of Hollywood), we finally got accepted into the Orlando Film Festival.  The Orlando Film Festival officially, openings today, and runs for five (5) days closing Sunday night.  Our film is scheduled to be shown at the festival on Sunday, at 1:40 PM EST, making it our world premiere, so if you might be in the area, please stop by to check it out.

Overall, making this film has been a tremendous learning experience, and I am thrilled that this film presented itself to me as I was fortunate to capture priceless stories of people’s motivation, empowerment and the will of the human spirit.  Today, 750 veterans from the WWII era die every day.  If we do not take the time to try and uncover them, they will be lost forever…

Below is the trailer of the film and links to our social media pages.

Angels Of The Sky – Facebook

Angels Of The Sky – Twitter

“Back To The Future,” Is No Longer The Future…

On July 3, 1985, the first film of a three-part trilogy was released in theaters nationwide; that film was Back To The FutureBack To The Future starred Michael J. Fox as Marty McFly and Christopher Lloyd as Dr. Emmett Brown aka Doc.  Doc was a scientist/inventor who created a time machine out of the coolest car ever, a DeLorean.  MARTY: “Wait a minute. Wait a minute, Doc. Ah…Are you telling me that you built a time machine…out of a DeLorean?”  DOC: “The way I see it, if you’re gonna build a time machine into a car, why not do it with some style?”

With the release of the first Back To The Future, it was hailed as an instant classic.  In each film, both Marty and Doc visit a different time period as they continuously keep screwing up their own lives.  Back To The Future: Part I (1955), Back To The Future: Part II (2015), and Back To The Future: Part III (1885).  The significance of these three films have withstood their time of aging as they are just as good today, despite their respected release dates being 1985, 1989 and 1990.

In the previous paragraph, I am not sure if you caught what date I wrote so take a minute and look back at Back To The Future: Part !I.  That is right, Back To The Future: Part II took place in 2015, specifically today, October 21, 2015.  With today, being October 21, 2015, the day Marty and Doc go to the future, people have been buzzing about this day all year long.  However, to say the least, the future (or now our present) is nothing like the film predicted it would be like.  Back To The Future: Part II predicted we would have flying cars, self-tying shoes, and most notably hoverboards.  None of these things predicted, in the 1989 film are remotely close to happening, but one company is bringing their product to market, and that is Pepsi,

In Back To The Future: Part II Marty walks into Cafe 80’s (a futuristic diner) and orders a Pepsi from a virtual waiter on a moving TV.  After doing so, a unique bottle is delivered through a tube in the counter, bearing the name Pepsi Perfect.  With Pepsi getting behind all the excitement for October 21, 2015, they released 6,500 bottles of the futuristic Pepsi Perfect bottle from Amazon.com for a price of $20.15, which is kind of crazy and clever.

I tried to get a bottle last night as the clock struck 12:00 AM EST, but I was unsuccessful in obtaining a Pepsi Perfect bottle as the communication from Pepsi was pretty terrible.  All anyone could find about the release information on the “Perfect” bottle was from their twitter page:

Pepsi

From what information I can gather online, Amazon and Pepsi ended up releasing the Pepsi Perfect bottle before midnight EST, not making it October 21, 2015.  So, I guess the Pepsi PR stunt was not “Perfect.”

Even though Pepsi had a small part in Back To The Future: Part II and they tried to bring the excitement of their product to life, today, October 21, 2015, marked a perfect day for movie theaters to celebrate by showing all three films.  Where I live all our theaters are AMC, and they are only showing each film once; therefore I bought my tickets two weeks ago as I did not want to miss this once in a lifetime opportunity.  The showings for the three films are staggered one after another with the times being 4:29 PM, 7:00 PM, and 9:30 PM.  I have never done a movie marathon like this in a theater before, so it will definitely be a memorable experience.

So, like other films from the past, time eventually caught up with Back To The Future: Part II, just like it did with the 1968 film, 2001: A Spacey Odyssey.  Both films predicted a drastically different world than what the present brought us, but at least it is fun to imagine what the future will bring.

***UPDATED NOVEMBER 3, 2015***

After all the backlash from Back To The Future fans on Pepsi’s failed release of the Pepsi Perfect bottle, Pepsi announced late on October 21st, that they would release an additional 6,500 bottles through their website today, November 3, 2015.

Screen Shot 2015-11-03 at 9.09.48 AMWith all the backlash in the previous debacle of an attempt by Pepsi to release Pepsi Perfect smoothly, you would think Pepsi would do their best to make sure the second time would be much better; however that did not happen.  When I heard Pepsi was going to do an additional release of the Pepsi Perfect bottle I made sure to have my clock set, so I had plenty of time before the hands struck 9 AM EST or 6 AM PST (my time).

I set my clock for 5 AM, as I wanted to be on Pepsi’s website in case they released the bottle early like they did on October 21st.  Therefore, from the time I woke up, to the time the clock struck 6:00 AM, I refreshed the page every 2 seconds for an hour.  However, trying to be prepared and waking up early ended up being a complete waste of time as Pepsi’s website crashed.

As the clock ticked, right around 5:58 AM, I hit refresh, and Pepsi’s page refused to open giving me only a blank white screen.  I continued to hit refresh in hopes that the white screen meant that Pepsi was updating their website and preparing to launch the Pepsi Perfect bottle for consumers, but that was not the case.  The clock continued to click every time I refreshed the page, but it refused to open.  Since Pepsi’s website was not working I checked their Twitter page looking for updates until 6:05 AM when the following message on Pepsi’s Twitter page was released:

Screen Shot 2015-11-03 at 9.03.33 AMAfter I hit refresh and saw the message above, the timer indicating its posted time said, 2 seconds ago.  However, by the time I clicked the Amazon link and the preorder button, all the Pepsi Perfect bottles had been sold.  It is crazy to think that Pepsi a big company that wanted to celebrate Back To Future by releasing a unique product in order to create a good PR campaign to boost business, would be terrible at doing so.  I mean Pepsi’s PR stunt did not fail once, but twice, Pepsi really should call it Pepsi Imperfect.  It does not make sense that Pepsi would only release 13,000 Pepsi Perfect bottles with the demand there is.  If I were the CEO of Coca-Cola, I would capitalize on Pepsi’s mistakes and release 1 million bottles of “Coke Perfect” as millions of people are now mad at Pepsi.

I Don’t Get Hollywood?!?!

Today, the fantasy adventure film Pan opens in theaters nationwide.  The film Pan is a prequel to J.M. Berrie’s book Peter Pan, in how it tells the story of how Peter got to Neverland.  Pan, which is financed by Berlanti Productions and RatPac-Dune Entertainment may be in for a disaster of a weekend, due to its enormous budget.

Pan’s production budget came in at a whopping $150 million, which I think is absolutely crazy.  I heard this film was heading into production a couple of years ago and to say the least, I was quite shocked Hollywood would roll the dice on another incarnation of J.M. Berrie’s Peter Pan after a not so stellar box office performance of the 2003 film Peter Pan directed by P.J. Hogan.

The 2003, film Peter Pan took a different look at the original Peter Pan story as well, but it under performed significantly.  In 2003, Peter Pan opened on Christmas day and debuted in seventh place with a total earnings of just over $11 million according to Box Office Mojo.  This was less than expected and disastrous as the original budget for the film was $100 million, but ended being north of $130 million.  After the dismal return of the first week in theaters the studios that financed the film had little hopes of regaining their initial investment.

When it comes to films being released looking at the budgets and what I have written so far is not actually telling the whole story. The other part has to do with marketing.  When it comes to films being released, it does not matter if you have the greatest film ever made; you somehow need to get the word out.  This is marketing and when it comes to big budget films and their nationwide/global release, marketing the film can be anywhere from 25% – 100% in addition to the original budget of the film.

That being said, Warner Bros. Entertainment is the distribution company behind the film Pan, and when it comes to their films, they market the hell out of them.  With Warner Bros. Entertainment behind the distribution, Hollywood insiders are speculating that the budget and marketing of Pan combined is in excess of $300 million.  Ultimately, with a budget and marketing expenses this high, the break even point for this film is believed to be somewhere in the $500 – $600 million range.

I talked briefly about how Hollywood studios like to put all their eggs in one basket for a single film in order to make their year-end earnings profitable in my blog post Spielberg And I Think Alike.

In the past, there have been successful films that revolved around the Peter Pan story, but they have been more drama oriented.  The most successful film I can recall that dealt with the Peter Pan story was the 2004, film Finding NeverlandFinding Neverland starred Johnny Depp and was very different in how it was a live-action drama instead of trying to focus on the extensive use of computer generated imagery (CGI); which both Peter Pan and Pan are doing.

The 2004, film Finding Neverland had a production budget of $25 million, and as of today, Box Office Mojo has the film’s worldwide gross at just under $117 million.  In terms of the worldwide gross as of today the 2003, film Peter Pan, according to Box Office Mojo comes to just under $122 million.  So, when it comes to films that revolve around J.M. Berrie’s book Peter Pan, I think it is possible to make a successful film, but I think Hollywood is going about it in a wrong way in how they are trying to follow/create a new comic book type genre.

With the release of Pan nationwide today, it will be interesting to see the box office report Monday morning.

***UPDATED RESULTS***

Box Office Mojo announced the weekend results for Pan, and it came in 3rd place with a terrible opening weekend of just over $15 million.  The two films that beat it were Hotel Transylvania 2 ($20 million) and The Martian ($37 million).  This is not good news for Pan as the two films that beat it have been out for some time: Hotel Transylvania 2, (3 weeks) and The Martian, (2 weeks).

Chapman Steps Up To The Plate, But Will They Stay At Bat?

Now that Labor Day weekend is here, summer is coming to a conclusion meaning two things: 1, the Orange International Street Fair has started and 2, Chapman University, is back in session causing thousands of college students to once again descend on Orange.

The Orange International Street Fair (OISF) is my favorite weekend of the year, as it is a three-day food fair sampling a verity of delicacies from around the globe.  The OISF takes place in Old Towne Orange around the Orange Plaza, which is a historic traffic circle dating back to the 19th century.  The Orange circle has four arms that extend out on each side just like an ordinary intersection.  However, during the OISF the streets are blocked off, and the four arms are divided up into different countries categorizing the varieties of food and entertainment.  When it comes to the OISF, I go all three days and sometimes multiple times.  My favorite items are Gyros, funnel cakes, Italian Ice and the lemonade.  If you happen to live in the Orange County area, I highly recommend you check it out.  Here is an overview of the setup:

orangeinternationalstreet

With Labor Day weekend upon us, even though it brings the OISF, there is a draw back to this time of year, and it has to do with all the Chapman students coming back to school.  Over the past three months, Chapman students have been away on summer vacation causing Orange to go back to its quiet little “small town.”  Old Towne Orange used to be this quiet little town for decades, but over the past five years, the town has been going through significant changes as Chapman University has decided to expand.  The expansion from when I was a Chapman student (2005 -2011) started out slowly, but in the last five years my alma mater has taken an aggressive stance on their expansion plan; and in May of this year Chapman set out to inject the expansion plan with a large dose of steroids.

When I entered Chapman, there were just barely over 5,000, students throughout the entire university including both undergraduate and graduate programs.  However, as the years went by and the better the university got, more and more students began seeking to attend Chapman.  As a result of this, the student population has grown from 5,000 to now over 8,000 students.  The problem with this is Chapman has not added any more dorm rooms causing the students to infiltrate the surrounding neighborhoods.  So when Chapman University unveiled a new plan to add an additional 3,000 students and 17 acres to the campus, the idea was received very poorly by the surrounding neighborhoods.

In order for Chapman to move forward with their proposed expansion plan, the city requires an Environmental Impact Report (EIR) to be conducted to see how the proposed changes will affect the city.  When an EIR is planned to take place, there is a 30-day comment period when individuals can write into the city and show their support or opposition to the proposed changes.  Even though I am an alumnus of Chapman University, my family and I have not been pleased with how my alma mater has been acting these past years. Therefore my dad and I both sent in letters talking about our issues and concerns.  (My letter is below.)

Over the 30-day comment period, more than 100 residents of Orange sent letters in expressing their concerns, problems, and frustrations with how the university has been expanding, but not dealing with the problems that it is causing around town.  In addition to letters, residents have also been attending city council meetings to express their distaste for the proposed expansion during public comments.  Also, for the first time on August 11th council member Mike Alvarez on an unrelated Chapman building project abstained from voting on giving Chapman a dirt hauling permit and wanted to make a point on the expansion plan by saying, “It seems as though Chapman’s not reaching out the way I would like it to the neighborhoods that are being impacted either by the students or the traffic or the construction, I hope that someone in the higher echelons of Chapman University will see that there’s one councilman that for the first time, in my first eight years in office, and then in my next three, I can’t really support what they’re doing at this time.”

With all the criticism around the expansion plan on Tuesday, August 25th Chapman University announced that they would be halting their application to expand the university and student body.  Following the announcement president Jim Doti said, “Chapman University wants to work closely with the city and our neighbors, and we sincerely want to be a good neighbor ourselves, I’ve always felt that when there are challenges, it’s best to meet face to face and talk them out.”

In addition to Jim Doti’s statement, the university pledged that it would create a point of contact for neighbors to talk to, set up a committee with civic leaders to discuss university-community issues, and launch a website to communicate with neighbors.  Ultimately, this is a step in the right direction, but we will see if Chapman University follows through with what they say, because the last several years they have been acting like the high school bully. The next year should be interesting to see what happens because right now Chapman is stepping up to the plate, but they are coming back next year with another proposal.

***

To City Council Members:

My name is Trent McGee, and I was at the Chapman Public Scoping Meeting, on May 27.  The following letter is in regards to my concerns/problems on Chapman University Specific Plan Amendment No. 7.  However, before I go into those concerns/problems let me tell you a little about myself.

In 2005, I was accepted into Chapman University’s Dodge College of Film and Media Arts, where I was to study Film Production.  My family and I at this time lived in Irvine, therefore my parents wanted to move to the Orange area in order for me to try and get the “college experience” as I am a (C1, C2) quadriplegic.

As we began looking in the Orange area for a place to live, we explored all our options from Villa Park, Orange Park Acres, Orange Hill and the Old Towne Orange area (OTO).  We eventually, settled on buying a house in the OTO area on North California Street, a half-mile from Chapman.  What we liked about OTO was the sense of community and “small town” feel.

We have lived in the OTO area for eight years now, and we truly have enjoyed our time here, but in the last three years, because Chapman has decided to expand without adding more student housing, it is beginning to cause the immediate neighborhoods to become problematic.  For instance, we have been inundated with six (6) houses that currently are being rented to Chapman students.  One of those six was remodeled to add six bedrooms to accommodate even more renters.

The problems are mainly two: “real estate investors,” (many from outside of Orange) noticed the issue and began buying up property in the immediate area in order to rent bedrooms out to students.  This has begun breaking up the established “family neighborhoods” changing the Orange “small town” feel.  Neighborhoods today are dealing with a student component that changes year-to-year and sometime between semesters.  The traffic, noise, parties, and lack of respect this transient and disconnected population has had on neighborhoods is that many long-term residences are beginning to move away, which fuels the investor market.

When I entered Chapman (2005) there was a little over 5,000 students, and at the time they could only house 40% of their students.  Now, there are over 8,000 students, and they have not added any more dorm rooms.  Chapman will argue Panther Village was created to house more students, but in reality, it did nothing to fix the problems and really was just a facade to make it look like Chapman actually cared.

If you spend some time on Chapman’s website then you know such terms like “morals” and “ethics” are commonly used in describing what the university wants to teach their students.  For instance, Chapman’s Mission Statement is: “To provide personalized education of distinction that leads to inquiring, ethical and productive lives as global citizens.”  Also, under the “university code of ethics,” the 2nd bullet is: “Integrity: We encourage individuals to articulate a responsible moral vision. We strive to act responsibly, accepting accountability for our conduct and supporting the responsible actions of others.”

I think Chapman University’s current thinking regarding dumping thousands of students in the city of Orange is not “ethical” and that they are acting in an “immoral vision” in how they are not being “responsible” and “accepting accountability” for “their conduct” or “their students” that are affecting “our community.”

If Chapman University actually moves forward with Specific Plan Amendment No. 7, OTO will be gone forever, turning a once quaint town into nothing, but rental property.  In September of 2013, when Chapman hosted a neighbor-to-neighbor meeting they explained that they were going to stop at 8,500 students.  Well, as time past obviously the plans set in place changed.

Reading Specific Plan Amendment No. 7, there seems to be a little secrecy/vagueness around what Chapman is actually going do when it comes to housing 11,650 students.  For instance, in Amendment No. 7, it stats:

  • Additional student housing, including new student housing replacing the Davis Apartments, Davis Community Center, Harris Apartments, and Morlan Hall, which are located on-campus.
  • Addition of the Panther Village site (located at 3101 West Chapman Avenue).

I mean what exactly do these two statements mean?  Because right now Chapman only has enough rooms to house 40% of their students and the buildings mentioned are fully occupied.  Is Chapman going to knock down these existing buildings and replace them with more units that will adequately house a significant portion of their students?

These are legitimate and serious questions that need to be answered in the Environment Impact Report (EIR) because if the university wants to raise their student enrollment, then they should be forced to accommodate those needs, so it does not affect you and me.

In addition to the secrecy/vagueness of student housing, for a university that brags about “ethics” and morals,” they are not being very forthcoming with information.  For instance, finding Chapman’s student growth on their website used to be relatively easy to find.  However, now it is almost like finding a needle in a haystack, and they only keep records for the last five years now.  Thank goodness over the past several years I have been keeping track of the progression, which you see in my graph:

Student Population Graph 1

The city of Orange was not built to accommodate a large university.  Chapman has been in the city of Orange for over 50 years, and it has not been a problem until the last 10 years.  I do not know the reason behind the sudden need to expand, expand, and expand.  Chapman used to be proud that they were a small private college and all they wanted was to provide a well-rounded education.  This was one of the main reasons that I was interested in attending Chapman.  However, Jim Doti and the Chapman executives running the school today, seem to have gotten the smell of money, and that is the only thing they are thinking about.   It is sad and depressing that my alma mater is changing from the Chapman University I once knew and loved.

So, please help me save Old Towne Orange by stopping the Chapman Specific Plan Amendment No. 7.

Thank you for your time a concerned citizen.

Trent McGee

IN-N-OUT Burger

I recently was going through some of my folders on my computer from when I was in college and I found a paper that I thought was pretty cool.  The paper was from 2011, for “BUS 600: Strategies for a Competitive Advantage,” which was a three-day, 1 unit introductory course for Chapman University’s Masters in Business Administration program.  The course was to get students acclimated to the business world before jumping straight into serious classes.

Overall, the course sought to teach what made a successful business by applying the four “D”s: Desirable, Distinct, Dependable and Deliverable.  Following, the three-day class we had to write a paper on a company we admired and talk about how the four “D”s make that company successful.  I wrote my paper on the burger chain In-N-Out as I am a huge fan and had recently read the book, In-N-Out Burger: A Behind-The-Counter Look At The Fast-Food Chain That Breaks All The Rules by Stacy Perman.  Below is my essay on In-N-Out, which is kind of a summary of Perman’s book.  If you have some free time I highly recommend you check out Perman’s book as it is quite an interesting read.

***

In 1948, a married couple, Harry and Ester Snyder, opened a little burger restaurant called In-N-Out.  In-N-Out was distinctive at the time because it was not the typical sit-down restaurant the world had known.  Instead, their restaurant was a small building that consisted of a stove, a few associates and two traffic lanes were guests ordered their food from a two-way speaker box.  This new style of eatery became known as the drive thru hence the name In-N-Out.

Before Harry and Ester Snyder opened In-N-Out all restaurants required their customers to get out of their cars and sit down at tables located inside.  The sit-down restaurant experience was expensive to run because in order to feed their customers it required a chef, a large space for tables so people could sit, waiters to take the order/deliver the food and busboys to clean up after the customers left.  The Snyder’s model was revolutionary because it eliminated tables, waiters, and busboys; the only thing they needed was a chef and a few associates to help out.

In-N-Out officially had become a desirable place for individuals to eat because it was quick and easy allowing guests to eat in their cars or take it home.  The reason the Snyder’s decided to open this type of burger place was that Harry realized Americans were relying on the use of their cars more and more.  The drive thru was not the only thing that made In-N-Out successful, it also had to do with the simple menu and Harry’s philosophy.  Harry was a man who believed in two things, “If you treated people fairly and awarded them accordingly, they would do likewise…and do one thing and do it the best you can.” (47, 55)  Those two ideologies ultimately are what make In-N-Out so successful.

With the success of In-N-Out, other drive-thru restaurants began to pop up creating competition.  These other drive-thru eateries were Carl’s Jr., McDonald’s and Kentucky Fried Chicken.  But the thing that was different about In-N-Out was that their menu consisted of only quality burgers and fries, which used fresh ingredients. Other fast-food restaurants were constantly tweaking their menus in order to appeal to the customer’s desires.  Sixty-three years later In-N-Out has only added one item to their menu, Sprite.

Another important factor in In-N-Out’s success was the Snyder’s decision to refuse to expand at the pace of the competition.  As the fast-food industry began to take off, McDonald’s, Carls Jr. and others began expanding at a mind-boggling rate through franchising.  McDonald’s and Carls Jr. saw expansion as a way to make more money.  This rapid expansion put pressure on these companies to figure out how to ship their food efficiently and cheaply.  Fast-food giants began centralizing their preparation facilities, freezing their food and shipping it cross-country in freezer trucks.

As a result of this, the fast-food giants began adding fillers to their food to help reduce the cost.  Within a few years, these fast-food giants could be seen across the United States and around the world.  In-N-Out on the other hand, refused to expand nationally because they did not want to diminish the quality of the food they served their guests, and they refused to franchise their stores in fear of losing control.

On top of that, for In-N-Out to even open up a new location, they had to be comfortable with the financial viability of the restaurant by gathering data on potential guests, and they had to have enough money to build the new restaurant without taking out a loan.  Today, In-N-Out has been around for 63 years, but they can only be found in three states: California, Arizona, and Nevada (with the exception of one location in Utah) because that is as far as their trucks can get daily.

Although In-N-Out is only in three states they have become a powerhouse in the fast-food market.  The reason for this goes back to Harry’s philosophy of, “If you treated people fairly and awarded them accordingly, they would do likewise…and do one thing and do it the best you can.” (47, 55)  With this philosophy, In-N-Out has seldom changed in how their company runs.

Since the beginning, Harry always viewed his employees as if they were equals, he paid them more than the minimum wage and called them associates instead of employees.  In fact, as you might have noticed in this paper, I have not referred to In-N-Out’s employees and customers this way, instead, I have been calling them associates and guests.  Harry believed that individuals buying their food should be considered guests, not customers because they were like guests in his own home and no matter what the guest was always right.

The distinction between In-N-Out’s style and philosophy to its competition is drastically different.  In-N-Out’s slogan is “quality you can taste” which focuses on good quality food and guest service.  Where its competition focuses on selling the most food possible at the cheapest price.  In-N-Out is able to focus and control these two characteristics of their restaurants because they are not as diversified throughout the world like McDonald’s and Carls Jr.  In fact, In-N-Out has its own dairy farm and requires employees to be at least 18 years of age.  Because of this, it does cost In-N-Out more money to run their business, but they choose to protect the core image of the brand, which provides significant benefits in the long run.

As In-N-Out has expanded over the years, their reputation reaches far beyond the three states they occupy.  Many people have analyzed this behavior, and the loyalty behind the brand is almost “cult” like.  To me what makes In-N-Out so successful is their associates to guest relationship, and the fact that they refuse to change their “quality you can taste” mentality, even though there is enormous potential to expand.

Although In-N-Out is a fast-food restaurant their philosophy of good and simple is defensible because it has been successful.  Like I stated above the only item In-N-Out has ever added to their menu was Sprite.  However, what In-N-Out has that makes them unique is although it is not written on the menu they have other items guests can order creating the “Secret Menu.”

The idea of a restaurant opening with items that are not advertised or on the menu would probably be considered a poor business decision, but that’s what In-N-Out does.  The secret menu at In-N-Out does not necessarily have different food but guests can get their food prepared in different ways.  Items on the secret menu include grilled cheese, animal style burgers and fries, protein wraps and the flying Dutchman.  What is so ingenious about the secret menu is the only way for guests to find out about it is either through word of mouth or on their website.  This uniqueness creates a mystery around the menu, the company and allows the guests to do the advertising for the company.

Advertising and marketing is a crucial part of every company because it gets the word out what you are producing.  In-N-Out’s advertising budget is microscopic compared to McDonald’s and other large chains.  Not only is their budget for advertising small, but their advertising style is different as well.  In-N-Out advertises only on local television and radio programs, and their commercials are very subtle compared to all the others.

In-N-Out’s commercials consist of a single image of a double-double cheese burger, and there’s a simple tune that goes along with it saying, “In-N-Out, In-N-Out that’s what a hamburger’s all about.”  This simple commercial is more of a subliminal message than that of say McDonald’s or Carls Jr.  McDonald’s and Carls Jr’s advertising is based more on the corporate image they are trying to create; it is as if the food is a second thought.

The final D, deliverable, causes all of the above mentioned to come full circle and brings repeat guests from all over the globe.  If In-N-Out was not deliverable, none of the above would work, but since In-N-Out is deliverable, guests continue to come over and over again.  For example, on April 24, 2007, In-N-Out opened their first restaurant in Tucson, Arizona, and the opening literally caused chaos in the city.  People began lining up at 2 a.m. on the day of the opening hoping to be the first to try it.  As the line began to build during the day, guests had to wait two and three hours just to order their food.  Not only was the guest line packed, but the drive thru at times had more than 100 cars waiting.

Over the 63 years, In-N-Out has built a loyal and strong business that guests truly enjoy.  Today, In-N-Out is still going just as strong as the day it had opened in 1948.  However, the future of In-N-Out to me looks as if there are storm clouds on the horizon.  In 2006, the last original founder Ester Snyder died at the age of 86, leaving the company to the only remaining blood relative, Lynsi Snyder.  Lynsi, who was 24, at the time, was scheduled to receive full ownership of In-N-Out when she turned 35, but that did not happen.

The CEO at the time of Ester Snyder’s death was Richard Boyd, who was not an original founder or blood-related, ended up getting pushed out.  After Ester’s death an in-law to the Snyders, Mark Taylor, convinced Lynsi that Richard Boyd did not have the best interests of In-N-Out.  In reality, it was Mark Taylor who was never on the good side of Harry or Ester Snyder because they believed his ambitions were too big.  Shortly after Mark and Lynsi pushed Richard out, Mark named himself CEO of In-N-Out and Lynsi became his ally pushing for the expansion of the brand.  This was, of course, something none of the original owners wanted.

This past summer In-N-Out opened its first restaurant in Frisco, Texas marking it the farthest In-N-Out has ever expanded.  The way In-N-Out is accomplishing this expansion was by opening another dairy farm in northern Texas.  At least the northern Texas farm will be able to provide fresh meat and dairy products, which is still consistent with the “quality you can taste” slogan, but the problem I see with the expansion is In-N-Out is planning on expanding all the way to the east coast causing it to possibly start losing its nostalgia.  There is something to say about In-N-Out that it is the number two best selling fast-food restaurant in the world and it is only in three states.  In my opinion,  if In-N-Out is not careful they could become just another fast-food eatery.

Spielberg And I Think Alike…

Last week Steven Spielberg predicted sometime in the near future the film industry is going to suffer an “Implosion” if it continues to operate at the current rate.

I find this incredibly ironic because, in 2010, I was applying to graduate schools in order to receive a Masters in Business Administration.  Below is one of the essays I wrote in my Harvard application:

2. What is your career vision and why is this choice meaningful to you?

After finishing school I hope to one day become a successful film producer and change the way the film industry works.  What I want to do after graduating from Harvard is convince leaders in the film industry to follow a new path.  The path the film industry is going today is unhealthy and is actually causing it to die.  Why?  The film industry is dying because production companies have yet found a way to effectively use the internet as a tool versus thinking of it as an enemy and production companies are producing too many films with budgets in excess of $200 million.

Let’s say company XYZ decides to direct its resources to make one product for that year and it is going to cost $500 million (adjusted for the cost of marketing a film plus the initial budget).  In order to make their year’s end company, XYZ has one weekend maybe two if they are lucky to make a profit.  That seems like a big hill to climb, but that is the way the film industry is run today.  I would like to change the paradigm and revitalize the industry by producing more films in a given year that have smaller budgets.

Two of my favorite production companies one of which I hope to work for someday are Fox Searchlight and Focus Features.  These companies produce independent films whose budgets do not usually exceed $35 million.  Thirty-five million dollars is a lot easier to make up rather than $500 million.  One might argue that these films might not appeal to larger crowds to make up the difference, but I think it is possible to sell more tickets by offering a large diversity of films with lower ticket prices.  This approach would stimulate the economy and employ more people.

Harvard rejected me so I guess I wrote this too early…

Advertisements Are Taking Over The World!!!

I was watching an episode of Chasing Classic Cars on Velocity the other day, and in terms of advertising, I saw one of the most disturbing things I have ever seen.

Chasing Classic Cars is a reality show that follows Wayne Carini who sells very high-end classic cars.  On the last episode, which aired Tuesday, May 7, 2013, Wayne brought a couple of cars to the Amelia Island RM Auction.  Before the cars Wayne brings go on the auction block, he always tours the facilities showing the other cars for sale and schmoozes with individuals he knows.  On this passed episode what I found so disturbing was in the middle of the show there was a blatant advertisement for Hagerty Insurance.

This may sound trivial, but what I find disturbing about this is television advertisements have always been during breaks from the show in terms of commercials.  Instead, this advertisement occurred during the show.  The advertisement occurred when Wayne was looking at a Tucker 48.  Wayne pulled out his phone and looked up the estimated price the car will sell for on Hagerty’s website giving them major props to how accurate and easy it is to find out how much a car is worth.

This is the second time I have seen this occur.  The first time I saw this ”new” form of advertising was back in October of 2012, on the hit Fox show New Girl, episode “Model.”  In this episode, the main character Jess (Zooey Deschanel) walks around stumbling in high heels trying to model the 2013, Ford Fusion.  This segment lasted for more than two minutes, and it was narrated by a spokes person talking about all the features the car had.

As a filmmaker myself, I find this appalling because the show and network are sacrificing airtime in order to squeeze more money in advertising revenue.  I began thinking about why this is happening, and I believe the reason has to do with DVRs and younger individuals like myself watching shows on the Internet.

As DVRs are becoming more readily available and fewer people are watching television shows live, networks are having to try and find other ways to make a profit.  I for one do not watch any shows live, I either record it on my DVR or watch it on the Internet.  A great example of networks fearing the direction the television industry is moving occurred a couple of months ago.

In January of every year, a trade show called CES (Consumer Electronics Show) occurs that shows off all the latest and upcoming electronics that will be hitting the market soon or years to come.  At the end of the show, awards are given out to the best products and this year Dish Network won best in show with their DVR “The Hopper.”  “The Hopper” DVR allows individuals to jump blocks of commercials with the press of a button.  As a result, when “The Hopper” was released networks like FOX, NBC and CBS sued Dish Network in fear that they would not be able to charge for ads threatening their business.

Although the two examples of advertising mentioned above do not occur all the time, product placement has been occurring in film and television for years.  In terms of film James Bond has been advertising cars and Morgan Spurlock created an entire film fully funded through advertising.  I keep wondering what the future is going to look like as more individuals continue to move away from watching standard television?  Are scripted ads going to increase during shows or is it going to be like VH1’s former Pop Up Video?  As of right now, I am not really sure, but I can say I do not like it.

The next time you go out just look at how often we are bombarded with advertisements trying to get us to buy things.  It is virtually impossible to avoid seeing any form of advertising.  Ads are literally everywhere cars, the internet, radio, billboards, gas stations, license plate brackets, and even people’s bodies in terms of tattoos.  What is next, ads in our dreams?

The following hyperlink is an article written by Entertainment Weekly showing more examples of product placement in TV shows.