Which one have you made(R.I.P)

There is a saying by Archbishop Desmond Tutu “Dont raise your voice, improve your argument” . I think that is a fantastic thought process to apply to any dispute or difference of opinion.

Creatives are very defensive of their work, especially when it comes to criticism they feel is harsh,unfair or lacks objectivity. The popular response for a long time to unfavourable reviews has been to say, “Which one have you made” or “Go and make your own let’s see”.

That response yields nothing. They learn nothing and you’ve painted the picture of being someone unable to hear anything else but praise.They have your own words to paint you as a tantrum thrower,and you stay pissed off in addition to risking your health with all that anger. Nothings’ been gained .The only winners are bloggers who can post the headline “Film-Maker fires back at critics: You are all stupid”

I think that response should retire for a new one. Before I share that ; I want to remix the Archbishop’s quote.

Improve your argument,present a logical & factual case, instead of raising your voice,bringing in sentiments or insulting the other person.

In 2017, if you feel your film has received an unfair review. You feel the reviewer didn’t understand your choices or that their views lacked objectivity. Here are some considerations

1) IGNORE IT – Many celebrated filmMakers, with not only billions of dollars in box office response to their body of work but also critical acclaim havent read a review in decades. I’m talking about some of the most influential directors of the last 20- 40 years who have made some of the most culturally impactful films. They just choose not to read reviews (or selectively read only certain critics). No matter your level of success/acclaim even a bit of criticism stings and is the one remembered.

2) FIND SOMETHING VALID – If you want to read, see if there is any validity in what they say buried somewhere in that review. Even if it’s just 1% you can take away. They paid to see your film so maybe they have something you can take from their thoughts.

3) KNOW THEY ARENT YOUR MARKET – If you make a product for everybody, you’ve made a product for nobody. As Marketer Seth Godin says “As soon as you’re willing to say ‘it’s not for you’, you’re freed up to make art.”. Maybe they didn’t get it. Maybe they aren’t your target market.

The Marvel Cinematic Universe is the highest grossing franchise in film history. More succesful than the Stars Wars,James Bond,Harry Potter franchises. Yet, there are people who can’t stand the films. There are people who would never watch the films even with free ticket and popcorn. Many faithful fans grew up reading the comics and watching the cartoons, to them the films are a dream come true.To others comic book movies are the death of cinema, have nothing to offer and they want no part regardless of box office success .

Some films are more about relate-ability than anything else and if a person can’t relate, then it’s not for them. Once you think about it that way you avoid a lot of stress.

4) MAYBE JUST MAYBE THEY’RE ACTUALLY RIGHT- I’ll use myself as an example. A few weeks ago I was in the office a colleague I respect and see like a senior brother. The thing about him, he never holds back and often leaves me with a lot to think about personally and professionally. We eventually got talking about a film I made and he gave me his honest opinion. He felt I could have done more with the story, I could have pushed the envelope and i allowed my own moral reservations get in the way of the story which stopped it from having the type of impact it should have. It turned out, OK, when it could have been, OH SHIT,DID THAT JUST HAPPEN. He was absolutely right. If I had prepared more, probably done another draft, hadn’t compromised and gotten out-of-the-way of the story i could have achieved much more.

Is it possible that you are too close ,too invested in your film to see its flaws? Are like the love struck hopeless romantic who thinks their lover is perfect, but friends and family can smell the rotten fufu in their character and intentions.

Is it possible a screen test with an honest trusted audience before releasing the film could have revealed pacing issues or scenes to hitting the floor ? Is it possible not enough time spent on the script? Too little time in pre-production? Was the edit rushed to meet a première date ? Perhaps the editor is great with music videos but doesn’t know how to cut drama?

Is it possible that maybe the story was too generic and offered nothing new in its genre? Failed to live up to the expectations of the genre? Is it possible someone was miscast and that ruined a significant part of the film?

5) RISE ABOVE – Ok, lets assume they were wrong and your film was actually great. If you choose to respond. If you MUST spend your energy and time responding . You are a creative person who put together a film in this Naija. That is no easy feat , so let them see that creativity. Respond like the Creative Professional you are

Let it be an intelligent response ,contrasting what you feel theirs lacked.

Let it be a response detailing the reason for certain choices and what they missed.

Let it be something the fans, upcoming filmmakers and the reviewer can learn about your craft as a writer/producer/director.

If you feel the review lacked enough understanding of cinematic storytelling/film language, this is a chance to share your experience so that they can do better next time and review from a more informed place. They aren’t going away so you might as well make soup with their bitter leaf .

Let the defence be based on facts, stating the creative/technical intents in making those choices.

Rise above any pettiness you feel may have existed in the negative review.

Rise above any personal agenda/emotions you feel may have influenced the writing and let the facts be your defence.

It will be hard, especially if the review was more of a rant than anything else,but things really have to change. No film in the history of film-making has had 100% positive response. NONE. If you wait for a time where your work gets 100% love and praise, you will spend a lot of time being angry and frustrated.

If nothing else your calm and informed response will show your character and probably win you new fans who respect how you handled negativity.

I honestly feel the industry would be the better for it. I really do. The younger generation who are yet to discover they want to make films need to see that we can respond without insults or emotions and can rise above it all.

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