Kevin Smith’s Cop Out was not treated kindly by critics, which led many to accuse Smith of simply taking the director gig for an easy payday. Recently, Smith addressed those accusations via his Twitter account. Hit the jump to learn why he took a pay cut to make Cop Out.
Smith tweets in non-stop, stream-of-consciousness, so I’ve aggregated his tweets here in chronological order for easy reading. The following tweets were taken from Smith’s Twitter account on January 1st and January 2nd, 2011. In them, Smith explains the extent of the pay cut he took to make Cop Out:
Via @doubleplusgeoff “you’d do a lot for your credibility if you’d just come right out & say that CopOut was a ‘gettin paid’ movie” I wish I could. But I actually took an 84% pay cut to make #CopOut – because I wanted to work with BruceWillis. Lots of us did. Tracy got paid more than me, but not much. I also gave BACK half my already-way-less salary to get the film green-lit: there was a budget crunch to get to the $35million the studio wanted, so Marc Platt & I each gave up half our salaries IN ADDITION to the big dip in our quotes we’d agreed to. When all was said & done, we came in way under budget. Final cost: $32mil – $3mil less than we were allotted. Contractually, WB didn’t have to give me the money I gave up until they were in the black, but since we came in under budget, they cut me a check for the re-investment I’d made BEFORE the flick hit theaters. And even then, I still made 80% less than I did on my previous flick. I made MORE as the director of DOGMA in 1998 than I did as the director of COP OUT in 2009/2010. So please: enough with the “you musta got PAID” bullshit. I didn’t. Both my agent & my lawyer were like “Don’t do this. You can get paid more making a Kevin Smith movie.”
Smith also sees the Cop Out as crucial to the making of Red State, a calculus which makes a certain amount of sense. He continues:
But I knew if I wanted to make RedState, I had to make CopOut. There were things I needed to learn, and I learned them – while making a financially responsible buddy cop homage for a major studio, from a script I didn’t write. I’m sorry you didn’t like CopOut; feel free to skip RedState if you feel betrayed in some way. But to suggest I did #CopOut for the money is ludicrous – as it was the least I’ve been paid to direct a film since 1998 – 11 years prior. CopOut may not fit into your KevinSmith narrative, but I know where my story goes – and it was the keystone to everything that RedState is.
Speaking of which, have you seen the trailer for Red State? It’s one of my favorite trailers of the year. If Cop Out is what Smith had to create to birth Red State, then I say more power to him.
Smith ended the discussion by delivering an important life lesson:
We don’t live in STAR WARS, kid. Motivations aren’t always as simple & clear as “The Empire is bad! Save the galaxy!” You may not understand why I do what I do, and that must frustrate you. But in a couple years, it’s all gonna make sense. And by the time it does, you won’t care anymore anyway. But at least I’ll have the record of this exchange; that and it’s one more question I won’t have to answer again. So thanks.
Now we have a record too. It’ll be interesting to see where Smith’s career is in a few years, and if it lives up to what he’s describing here.
Thanks God we are done with celebrating and can start working! Here’s one essential checklist for you to start:
1. Acknowledge Your Biggest Fans
Do you have fans that re-tweet your posts, email your articles to friends, and send new business your way? What have you done for them? Have you at least taken the time to thank them?
You should always monitor your brand, your website link and your own name (I use SocialMention). Every time someone says something nice about you, you should thank them. If you can do something else in return, by all means do.
2. Understand the Golden Rule of Blogging
Most blogs don’t appeal to the audience they’re writing for. The writing may be good, but the topics aren’t. Let’s say you sell furniture. Your blog shouldn’t be about your specials, the new employee you hired or about your vacation to Hawaii. Your blog should be about furniture.
Always ask yourself this question: who am I writing for? What kind of content do they want? It doesn’t matter if you don’t offer all the services you write about. For example, I own an Internet marketing agency and my audience is business owners. But, I don’t only write about online marketing; I write about topics that are of interest to business owners, such as lowering costs, motivating employees and off-line marketing.
Find out what your audience wants and give it to them.
3. Use Decoy Offers
Have you ever wondered why some stores sell an item for $100 and in the price tags says “Was $200″? It makes the current price look a lot better. Some people might think $100 is a lot of money for that item, but hey, it was $200, so you’re getting a great deal, right? Well, believe it or not, it works. This is because everything is either a great deal or an awful deal based on what you compare it with.
Psychologists call this “the principle of contrast.” How can you use this to your benefit? My favorite way is to present two or more offers. One will be your current offer and then you’ll add some decoy offers. The decoy offers will be really bad deals, but they’ll make your main offer look great. For example, you can sell one can of your product at $19 and three cans at $25 with free shipping and feature this last offer as the weekly special. Try it; it works like a charm and there’s nothing unethical about it. You’ll keep your main offer and all you’re doing is making it look better by adding some not-so-attractive offers.
4. Write Your Marketing Copy First and Develop Your Product Around It
I’ve found this tactic to be extremely effective. Instead of creating a product and then writing the marketing message, I like writing the copy first because by trying to sell it with words, I get a much better understanding of what the audience really wants and I can give them that product or service.
5. People Buy from People, Not Companies
Your customers might have known your company first, but they bought from you because they liked you or the salesperson they dealt with. This is especially true in B2B. The takeaway here is: do a good job explaining how your company can help your clients but do an even better job connecting with your prospects at a personal level.
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