Posts

Chapter 27: Putting Out Fires (Literally)

Greetings from Tromaville! Here is Chapter 27 of my book, Everything I Know about Business and Marketing, I Learned from THE TOXIC AVENGER. In this chapter, we discuss dealing with “Celebrities” and my heated encounter with legendary producer, Samuel Z. Arkoff (R.I.P.).

If you haven’t done so already, you can read the Foreword by Troma co-founder, Lloyd Kaufman, and the Introduction to the book as well as Chapter 1, 2, 3, 4, 5 and 6, 7 ,8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 24, 25 and 26. You can also see me read a few chapters live, along with Lloyd and Toxie, at Florida Supercon as well as a few chapters I read on Facebook Live. Stay tuned for additional chapters to be published here. If you like what you read and can’t wait for more, please don’t be shy. You can buy the book now on Amazon (and also please don’t be shy about sharing, and reviewing the book when you do read it.) Both Toxie and I greatly appreciate your support! – Jeff Sass

Chapter 27: Putting Out Fires (Literally)

I’ve never been one to be particularly starstruck, mostly because at Satori, in my early twenties, I encountered celebrities on a regular basis as a production assistant and then producer of the Cable TV show Celebrity. It didn’t take long for me to realize that, regardless of their fortune or fame, celebrities were people too. And like any cross-section of the populace, some celebrities were warm and friendly, and some were complete and utter assholes. Most were in-between, just like you and I, having good and bad moods, good and bad days, and generally behaving within the realm of normalcy.

This proved to be good training for me throughout my career. At Troma and beyond, I’ve had the opportunity to work closely with a wide range of high-profile celebrities from William Shatner (while I was in the video game business) to Akon (while I was in the music ringtone business) to 50 Cent (in the. CLUB domain name business). While certainly many celebrities do like to have their ego stroked and appreciate your acknowledging and admiring their work, most of them actually just want to be treated like a regular person and talk with you about regular, mundane, routine stuff.

Except for the assholes. They want to treat you like you are less than them and only want to hear about themselves. Fortunately, in all my years of encountering famous people, I can count the actual A-holes on less than one hand (though a couple of them were pretty bad).

Should you ever have the opportunity to work with celebrities, directly or indirectly, perhaps as spokesperson or endorser of your company or product, remember that while they want to be treated as “talent,” they also want to be treated as a person and not an object.

Troma was interesting because while we didn’t have many big celebrities in our movies (at least they weren’t yet celebrities when they made their Troma debuts), we did have a lot of famous celebrities hang out with us and visit us. Given Troma’s raw and fiercely independent stature in (or perhaps more technically, outside of) the entertainment industry, many stars were “friends of Troma” even if they wouldn’t be caught dead (or playing dead) in one of our films. Some were friends of Lloyd’s going back to his pre-Troma and early Troma days, like Oliver Stone, Roger Corman, Stan Lee, John Voight, Sylvester Stallone, and director John Avildsen (Rocky). In the early days, Lloyd worked on films such as Rocky and The Final Countdown with Kirk Douglas, and made many long-standing friendships through both productions, including a close friendship with Kirk and the Douglas family.

It was not uncommon for some of the abovenamed stars to stop by the Troma building in NY or visit the Troma suite at Cannes or The American Film Market in Los Angeles. This was especially true in the early ’90s when The Toxic Crusaders, the Saturday-morning cartoon spin-off of The Toxic Avenger was momentarily a hot property. During The Toxic Crusaders’ fifteen minutes of fame, we even had stars like Faye Dunaway coming to see us at AFM. It turned out Dunaway’s then nine-year-old son was a big fan of The Toxic Crusaders, and she wanted to get her hands on some of the more exclusive Toxic Crusaders toys and products. She even expressed interest in appearing in the Toxic Crusaders movie we were then negotiating with a major studio. Alas, our fifteen minutes expired before we were able to conclude the “big budget” version of The Toxic Crusaders.

As I said, I was not particularly starstruck in those days, but there was one fairly regular visitor to our American Film Market suite that I was always excited to see, and that was Sam Arkoff. Samuel Z. Arkoff was a true legend in the industry and considered by many to be the godfather of B-movies. In fact, in a memorial he wrote after Sam’s death in 2001, famed film critic Roger Ebert called Sam, “the godfather of the beach party and teenage werewolf movies.” According to Ebert, “It was said that Sam Arkoff produced more films by Hollywood’s best directors and brightest stars than anyone else—and did it the hard way, before they were the best or the brightest. AIP films were directed by Francis Ford Coppola, Martin Scorsese, Brian de Palma, and Peter Bogdanovich, and featured early performances by such unknowns as Jack Nicholson, Robert De Niro, Charles Bronson, Barbara Hershey, Nick Nolte, and Peter Fonda—as well as making teen immortals out of Frankie Avalon and Annette Funicello.” One of Arkoff’s most prolific directors and partners was Roger Corman, who is also credited with giving dozens of Hollywood’s finest their start, including James Cameron and producer Gale Ann Hurd (The Terminator, TV’s The Walking Dead).

So, clearly Sam and Lloyd were kindred spirits and got along great, and Sam genuinely admired Lloyd and Troma. When he visited us, he always had great stories to share, and, in true Hollywood mogul style, he always had his signature cigar in hand and mouth. One year Sam stopped by our suite at the American Film Market. I was manning the office myself at the time and had a handful of foreign buyers I was pitching to. Sam said hello and asked if he could just sit and rest for a while. He was in his seventies at the time and wanted to get away from all the commotion in the busy market’s hallways and rest a few minutes.

“Of course, Sam, you are always welcome in Tromaville. Make yourself at home!”

And he did. This was back in the day when you could still smoke indoors. Sam plopped down on our couch, grunted a sigh of relief and proceeded to light up his big, fat stogie. I went back to pitching our movies to the other visitors in the suite. After a few minutes, I smelled something burning and turned around to find Sam, sound asleep, snoring peacefully, cigar in mouth, while a big burning ash from his cigar had fallen onto his lapel and was now burning a smoldering hole in his expensive designer suit.

“Sam!” I cried out. “Mr. Arkoff!”
He snored.
His lapel was smoking.

I went over, and, trying not to disturb the lazing legend I brushed the burning ash off his now burnt lapel, and took the still-lit cigar gently from the mouth of the somnolent studio head. Arkoff awoke with a start, grabbed his cigar from me and placed it back in its home between his teeth, closed his eyes, and resumed his nap. Fire hazard avoided, I went back to my startled, and now truly Tromatized buyers.

Yes, in business you always need to be prepared to put out fires. Literally and figuratively.

•••

That’s Chapter 27  –  In business, you must always be prepared to put out fires – literally and figuratively! Stay tuned for Chapter 28: “Sleeping on the Job” which addresses some of the more interesting sacrifices you may have to make in the name of your startup!

The book in previous posts:

Foreword, by Lloyd Kaufman
Introduction: Lights, Camera, Action!
Chapter 1: Welcome to Tromaville!
Chapter 2: The Troma Building
Chapter 3: Meet the Moguls
Chapter 4: Trailer Trash
Chapters 5 and 6: Working FREE-lance & Becoming a Full-time Tromite
Chapter 7: Branding Begins on the Ground Floor
Chapter 8: The Power of We
Chapter 9: Old Yeller (and Be Your Brand)
Chapter 10: Find Something to Believe In
Chapter 11: Show Up!
Chapter 12: Sink or Swim!
Chapter 13: Embrace your Vision and Culture!
Chapter 14: Strategic Partners – Burn Houses, Not Bridges
Chapter 15: If You Don’t Want to Swallow a Frog, Start with a Stunt
Chapter 16: Repurpose, On Purpose!
Chapter 17: Always Salute the Schwag!
Chapter 18: Playing by the Rules
Chapter 19: Fix it, or Forget it… Fast!
Chapter 20: This Means WAR!
Chapter 21: Delegate or Die!
Chapter 22: Location, Location, Location
Chapter 23: Everyone is Expendable (Especially if you Wear a Mask!)
Chapter 24: Be Open to the Unexpected
Chapter 25: Influencing the Influencers
Chapter 26: Yes, we Cannes!

/by

Chapter 24: Be Open to the Unexpected

Greetings from Tromaville! Here is Chapter 24 of my book, Everything I Know about Business and Marketing, I Learned from THE TOXIC AVENGER. This chapter shares the lesson that inspiration comes in many forms and often in unexpected shapes and sizes. You need to be ready to see it, and embrace it!

If you haven’t done so already, you can read the Foreword by Troma co-founder, Lloyd Kaufman, and the Introduction to the book as well as Chapter 1, 2, 3, 4, 5 and 6, 7 ,8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22 and 23. You can also see me read a few chapters live, along with Lloyd and Toxie, at Florida Supercon as well as a few chapters I read on Facebook Live. Stay tuned for additional chapters to be published here. If you like what you read and can’t wait for more, please don’t be shy. You can buy the book now on Amazon (and also please don’t be shy about sharing, and reviewing the book when you do read it.) Both Toxie and I greatly appreciate your support! – Jeff Sass

Chapter 24: Be Open to the Unexpected

You never know where inspiration will come from. The key is to be open to seeing it and acting upon it when it decides to burst in on you unexpectedly.

Back in the days when our cars were not actually computers on wheels, there was a fad when anyone with a child would stick a suction cupped diamond-shaped yellow sign to the window of their car that said “Baby on board,” the idea being that other drivers would be more careful driving around a car that was transporting a young, defenseless human. Parents loved it, and the signs became a literal sign of the times. You’d see them stuck inside vehicle windows everywhere. Whoever came up with those signs was making serious bank. And of course, the more popular they became, the riper they became for being copied and parodied. Soon, as an attempt to deter would-be robbers, some cars started posting the same yellow diamond sign that said “No radio on board.”

There’s a running visual joke throughout Sgt. Kabukiman NYPD, where a parked car is broken into, and then we see it has one of the “No radio on board” signs, in this case presumably left by the lowlifes who just broke in and stole the car’s radio. Throughout the film, we revisit the car as more things are stolen, and more yellow suction cup signs are added to the window. Eventually, we see the car, up on blocks, stripped bare, with a “No tires on board” sign added to the crowded windows. Hahaha. Corny but timely (those yellow suction cup signs were really a thing).

Whether you thought the car gag was funny or not, there’s a story behind how it ended up in the script. Lloyd and I were writing the screenplay for Sgt. Kabukiman NYPD at his place on the Upper East Side. As we sat in the small room (the former closet that was now “the computer room” so we could type our script in bits and bytes), we were interrupted by the persistent shrill piercing sound of a car alarm. Any excuse to not write was welcome, so we stopped what we were doing (or not doing) and gathered by the second-story window.

There, on the street below us, we watched the dude who had just smashed the window of the car parked on the street in front of the Kaufmans’ humble abode. It was summer time, hot, and the window was already half-way open to welcome the occasional breeze. Instinctively we screamed out the window in unison, “Hey! Get away from that car!” Startled, the would-be car thief looked up at us and started to run. Without hesitation, Lloyd and I looked at each other, turned, and bounded down the stairs and out the front door onto the street. A quick glance at the smashed car window and requisite glass on the curb beside, and another glance down the street toward the corner where our culprit could be seen running from the scene.

Perhaps it was because we were in the midst of writing the story of a crime-fighting New York City cop who turns into a crime-fighting, kimono-wearing superhero, or perhaps because we were just a couple of nerdy idiots, but whatever reason we felt compelled to run down the block screaming “stop, thief!” Needless to say, the thief did not stop. The jaded New Yorkers around us looked at us as if we were indeed a couple of nerdy idiots. Huffing and puffing from our brief, unexpected bout of cardiovascular activity, we put our tails between our legs and dejectedly walked back to Lloyd’s. We were clearly not effective crime-fighters in real life. So we trudged back up the stairs to the computer closet and our screenplay in progress and memorialized the experience by writing in the aforementioned car gag.

Inspiration comes in many forms and often in unexpected shapes and sizes. You need to be ready to see it and embrace it (even if doing so makes you appear to be a nerdy idiot).

No tires on board! (Screen capture from Sgt. Kabukiman NYPD)

•••

That’s Chapter 24  –  Are you always ready for the unexpected? What random events have influenced the outcomes of your project? Stay tuned for Chapter 25: “Influencing the Influencers” which shares the lesson of being real, authentic and self-aware, and how those traits have helped Troma influence filmmakers and celebrities over the years, from Quentin Tarrantino to Peter Jackson, and countless others.

The book in previous posts:

Foreword, by Lloyd Kaufman
Introduction: Lights, Camera, Action!
Chapter 1: Welcome to Tromaville!
Chapter 2: The Troma Building
Chapter 3: Meet the Moguls
Chapter 4: Trailer Trash
Chapters 5 and 6: Working FREE-lance & Becoming a Full-time Tromite
Chapter 7: Branding Begins on the Ground Floor
Chapter 8: The Power of We
Chapter 9: Old Yeller (and Be Your Brand)
Chapter 10: Find Something to Believe In
Chapter 11: Show Up!
Chapter 12: Sink or Swim!
Chapter 13: Embrace your Vision and Culture!
Chapter 14: Strategic Partners – Burn Houses, Not Bridges
Chapter 15: If You Don’t Want to Swallow a Frog, Start with a Stunt
Chapter 16: Repurpose, On Purpose!
Chapter 17: Always Salute the Schwag!
Chapter 18: Playing by the Rules
Chapter 19: Fix it, or Forget it… Fast!
Chapter 20: This Means WAR!
Chapter 21: Delegate or Die!
Chapter 22: Location, Location, Location
Chapter 23: Everyone is Expendable (Especially if you Wear a Mask!)

/by

Chapter 23: Everyone is Expendable (Especially if you Wear a Mask)

Greetings from Tromaville! Here is Chapter 23 of my book, Everything I Know about Business and Marketing, I Learned from THE TOXIC AVENGER. This chapter shares a lesson about dealing with talent (i.e. employees) and their unique quirks, and recognizing that everyone is expendable… even you and me.

If you haven’t done so already, you can read the Foreword by Troma co-founder, Lloyd Kaufman, and the Introduction to the book as well as Chapter 1, 2, 3, 4, 5 and 6, 7 ,8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21 and 22. You can also see me read a few chapters live, along with Lloyd and Toxie, at Florida Supercon as well as a few chapters I read on Facebook Live. Stay tuned for additional chapters to be published here. If you like what you read and can’t wait for more, please don’t be shy. You can buy the book now on Amazon (and also please don’t be shy about sharing, and reviewing the book when you do read it.) Both Toxie and I greatly appreciate your support! – Jeff Sass

NOTE: Earlier this year, and subsequent to the publishing of this book, the talented John Altamura passed away unexpectedly. John shared the role of The Toxic Avenger and is referenced in this chapter. His contributions to Troma and these films will never be forgotten, and my condolences go out to all of his family, friends, and fans. R.I.P. John.

Chapter 23: Everyone Is Expendable (Especially if you Wear a Mask)

Dealing with “talent” is a special skill in and of itself. Like it or not, “talent” is special, and often for the best results, you need to treat them special. Fortunately, by the time I made it to Tromaville, I had a good sense of this, having produced the early cable TV show Celebrity when I worked at Satori. The hostess of that show was the great NY disc jockey Alison “ The Nightbird” Steele. When I worked with Alison, she was already a celebrity in her own right, one of the first female FM radio DJ’s to make it big on the prestigious NY City Classic Rock station, WNEW. For the show, we often had to show up at various hotels to interview famous actors and actresses in town to promote their latest movies. Everyone, from Jane Fonda to Robin Williams, to Christopher Reeve, and countless other A-list stars of the day.

Alison was a pro, and wonderful to work with, but she had one quirk. She was always late. Always. We were typically on a tight interview schedule as the stars were basically on a junket conducting back-to-back interviews all day long, so we needed to show up and be ready to go at our appointed slot. Difficult to do with Alison’s chronic tardiness. So, we began to adjust her call time to account for this. If our interview was scheduled to begin at 9:00 a.m. and she needed thirty minutes to get ready, we’d tell Alison that her call time was 8:00 a.m. Invariably she’d show up at 8:30 a.m., and we’d be on time for the 9:00 a.m. shoot. This worked like a charm until one day she actually showed up “on time” and saw that we were just sitting around doing nothing because we had plenty of time to set up. She figured out our game, and we could never play it again. Talent.

Back in Tromaville, we had our own set of talent issues, from on-set relationships gone awry, to drinking issues, and on and on. Often what was most challenging was what I’d call “prima donna syndrome”—when our stars became star struck with themselves. It turns out that actors and actresses don’t have to be paid huge sums to think and act like a star (or, more accurately, their warped personal vision of how a “real” star might behave). Even in the context of a low-budget action/horror film, the stars want to be treated as such. Those of us on the production side, if we wanted to keep the set moving and on schedule, often needed to swallow our pride, roll our eyes (when nobody was looking), and suck up to the whims of those with the most screen time. To a point.

And then there was Toxie.

The titular role in The Toxic Avenger is, of course, the Toxic Avenger himself, affectionately known as “Toxie.” Mind you that the actor (and, as you’ll soon see, actors) who portrayed Toxie on film all had one very crucial thing in common: they wore a freakin’ mask over their heads! The popular hideously formed creature of superhuman size and strength, the first superhero from New Jersey, the goofy guy who emerged from a vat of toxic chemicals, was always played by an actor wearing a full- head mask, not makeup. Other than the whites of their eyes and teeth, essentially there was no individually identifiable part of the actor’s face or features visible when they were in front of the camera as Toxie. Toxie was the star. The actor(s) in the costume and mask were, for all intents and purposes, anonymous. This came in handy in a number of ways.

First of all, when we decided to create a sequel to The Toxic Avenger, we didn’t have to worry about trying to dig up the dude who played Toxie in the original film. We could cast any muscular mensch we wanted and have them fill our hero’s goo-soled shoes.

Having Toxie’s presence dictated by the presence of virtually anyone wearing the mask had many other efficiencies. In particular, while the real Toxie was filming one scene, a second unit could be off shooting stunts or effects with Toxie at the same time. All we needed was to have duplicate masks and costumes, and the stunt teams and effects teams were ready to rock and roll, with one of their own dressed as Toxie. From a production perspective, it was super-efficient. From the point of view of the actor playing the primary Toxie, it was super annoying. In his mask-covered mind, he was the star. He should be the only one in front of the camera in his hideously deformed glory.

So, as we set out to make the sequel to The Toxic Avenger, we hired a well-muscled hunk to play the infamous lead role. I’ll call him John (mostly because his name was John, and because, smart as you are, I know you’ll just look at the publicly available film credits and figure it out!) John was indeed a great Toxie until he got a bit too full of himself. While he never went so far as to demand that there would be no brown M&M’s on set, he did start to make things difficult as his case of “prima donna syndrome” kicked into high gear. Eventually, Toxie John became his own worst enemy, and we mutually decided it was time for us to go our separate ways. Fortunately, seeing the proverbial writing on the wall, we had already been integrating Toxie’s backup, who I’ll call Ron (mostly because his name was Ron, and because, smart as you are, I know you’ll just look at the publicly available film credits and figure it out!) By the time John moved on, Ron was all set to be the primary Toxie.

So, if you watch carefully, in The Toxic Avenger Part II and III, you can spot the physical differences between Toxie John and Toxie Ron, in height and musculature, but Toxie is such a strong character that his heart and soul stands out and rings true, regardless of who the man is behind the mask, and the film plays on just fine.

Everyone is expendable.
Even me and you.
Don’t worry about it, but don’t forget it either.

•••

That’s Chapter 23  –  Do you agree? Is everyone on your team actually expendable (including you)? Stay tuned for Chapter 24: “Be Open to the Unexpected” which shares the lesson that inspiration comes in many forms and often in unexpected shapes and sizes. You need to be ready to see it, and embrace it!

The book in previous posts:

Foreword, by Lloyd Kaufman
Introduction: Lights, Camera, Action!
Chapter 1: Welcome to Tromaville!
Chapter 2: The Troma Building
Chapter 3: Meet the Moguls
Chapter 4: Trailer Trash
Chapters 5 and 6: Working FREE-lance & Becoming a Full-time Tromite
Chapter 7: Branding Begins on the Ground Floor
Chapter 8: The Power of We
Chapter 9: Old Yeller (and Be Your Brand)
Chapter 10: Find Something to Believe In
Chapter 11: Show Up!
Chapter 12: Sink or Swim!
Chapter 13: Embrace your Vision and Culture!
Chapter 14: Strategic Partners – Burn Houses, Not Bridges
Chapter 15: If You Don’t Want to Swallow a Frog, Start with a Stunt
Chapter 16: Repurpose, On Purpose!
Chapter 17: Always Salute the Schwag!
Chapter 18: Playing by the Rules
Chapter 19: Fix it, or Forget it… Fast!
Chapter 20: This Means WAR!
Chapter 21: Delegate or Die!
Chapter 22: Location, Location, Location

/by

Chapter 22: Location, Location, Location

Greetings from Tromaville! Here is Chapter 22 of my book, Everything I Know about Business and Marketing, I Learned from THE TOXIC AVENGER. This chapter explores some of the negotiation skills learned from scouting film locations and the importance of finding and leveraging your team’s hidden passions and talents.

If you haven’t done so already, you can read the Foreword by Troma co-founder, Lloyd Kaufman, and the Introduction to the book as well as Chapter 1, 2, 3, 4, 5 and 6, 7 ,8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20 and 21. You can also see me read a few chapters live, along with Lloyd and Toxie, at Florida Supercon as well as a few chapters I read on Facebook Live. Stay tuned for additional chapters to be published here. If you like what you read and can’t wait for more, please don’t be shy. You can buy the book now on Amazon (and also please don’t be shy about sharing, and reviewing the book when you do read it.) Both Toxie and I greatly appreciate your support! – Jeff Sass

Chapter 22: Location, Location, Location

War is hell. And the hell of Troma’s War, according to the script, begins with a horrific, fiery plane crash onto a deserted tropical island. So, all we needed to recreate such a scene was a beautiful, desolate beach, with no hint of civilization. Oh, and of course we would need to “dress” such a pristine and lovely beach with the smoldering remains of a commercial passenger aircraft, post-crash. Easy, right? As it turned out, thanks to the terrific support of the NY State Governor’s Film Commission (again, many years before Lloyd’s wife Pat would be appointed to head said commission), we were told about a little-known property of the state, on the north shore of Long Island, Caumsett State Park.

Once owned by Marshall Field III and purchased by the State of New York in 1961, the beach at the park was situated on a peninsula, Lloyd Neck (coincidence? I think not) that jutted out into the Long Island sound in such a way that you could create a view where no buildings or lights were visible. Just unobstructed water and hilly beach, with trees along the edges of the sand. It was perfect, but it was complicated. There was nothing in the area where we needed to film. No buildings, no structures, no electricity or bathrooms or phones. At least three miles from anything even resembling civilization. Visually perfect and a logistic nightmare. Not only would we have to get cast, crew, equipment, and props there (and back) but we had night filming on the schedule and a wide range of required environmental rules and guidelines we’d have to adhere to in order to keep the location in the same condition as we found it. Still, the location was perfect (and, as a state-owned property, the price was right…zippo, as long as we arranged for the proper permits).

Troma’s War was essentially shot on two primary locations: Caumsett State Park on Long Island and Camp Smith in Peekskill, NY. Both locations were handed to us courtesy of the NY State Governor’s Film Commission, an invaluable resource for an independent production such as ours. Our set department managed to get hold of airplane doors and pieces of fuselage and other airplane parts such that we truly made the once-pristine beach look like an actual crash site. The natural beauty of the location created production values that far exceeded our budget and made Troma’s War one of the best-looking Troma films to date when it was released. The woods on the edges of the beach blended well with the woods of Camp Smith creating a realistic and believable deserted island setting as, in the finished film, we seamlessly move back and forth between the two distinct (and distinctly different) locales. Essentially, everything on the beach was shot at Caumsett State Park, and everything in the woods was shot at Camp Smith. When actors are seen stepping into the woods from the beach, they were essentially then teleporting themselves to the woods of Camp Smith. Ahh, the magic of the cinema…

As one can glean from the title, Troma’s War involved lots of battles (and I am not just referring to the arguments between Lloyd, Michael, and myself…one of which drove me to quit. But I returned, and I digress). The script called for lots of action, guns, and explosions. Pyrotechnics was practically a supporting actor based on the number of scenes that called for explosions and blasts. Fortunately, we had the services of the soft-spoken Will Caban, aptly nicknamed “Will Kaboom,” to handle the more explosive pages of the script. Will was quiet, calm, and completely dedicated to his craft of blowing things to kingdom come. He drove around in a nondescript, beat-up brown panel van loaded with mortars and mounds of flammable and explosive materials. I could not imagine today how he could do what he did then, but I always admired him as a man who truly had a blast at work.

The weapons of War were another challenge as the script called for a very well-armed militia of terrorist baddies and near-constant gunfights. Renting realistic stage guns, including heavy arms and automatic weapons, along with the requisite rounds of noisy, flash-firing “blanks,” can be a costly and complicated proposition. As much as the actual rental of such equipment was a big deal, as weapons were needed just about every day, we’d need a near full-time weapons wrangler to manage, secure, and clean all the weapons, as well as train our actors and actresses in the proper and safe use of the arsenal. As it turned out, the owner of NY’s best modern theatrical gun collection was also an accomplished actor in his own right, and so not only did we rent his guns, buy his ammunition, and hire him as their daily wrangler but we also cast Rick Washburn in one of the lead roles. If he had to be on the set every day to handle the weapons anyway, we might as well use him in front of the camera too. And we did.

Lesson learned: Find out the hidden talents of your teammates, and explore how they can use their passions to further your cause. Just as we were able to leverage Rick Washburn, the actor, to maximize his contribution as more than just the weapons guy, what are the talents of your team that can be utilized? Do you have budding photographers and videographers among your midst? Wouldn’t they love to show off their talents to benefit the company rather than have you hire some outsider to do something they are already passionate about? Your best contractors and evangelists could already be in your midst. Give them a chance to shine in an area they weren’t necessarily hired for. What do you think?

With the near-daily requirement of shooting off weapons and blowing stuff up, we needed a location that would allow such things. Not every neighborhood would welcome such noisy violence as easily as Croton-on- Hudson took to our explosive home demolition. And besides, the blast we had at Croton-on-Hudson was a year or so after Troma’s War was over. But Camp Smith was perfect! As a military training facility, the sound of artillery fire and explosions were de rigueur. They even had their own on-site fire department to handle the aftermath of Mr. Caban’s kabooms. The Colonel and his staff could not have been more accommodating, and the woods and grounds of Camp Smith became our home away from home for the majority of the filming of Troma’s War.

In truth, the two locations, Caumsett State Park and Camp Smith, played a substantial role in the success of the film (and by Troma standards, the war was won, and Troma’s War was a success). It was also the early and growing days of home video, and Troma’s War was first in a series of well-publicized Troma VHS releases by Media Home Entertainment, one of the leaders in the then-nascent home-video industry.

Scouting for and securing filming locations was by far one of my favorite aspects of making movies, and the skills and experiences handling such negotiations are some of the most valuable I’ve carried forward throughout my career. Relationships, sincerity, authenticity, and directness were the keys to successfully securing locations like Camp Smith and Caumsett State Park. We were upfront about our needs and the content we were creating, and we were upfront about our respect for the process and responsibility to care for the people and property under our watch (remember the “Rules of Production”).

• • •

That’s Chapter 22  –  What do you think? Have you given your team the chance to use their hidden talents in addition to their core responsibilities? Has it had an impact? Stay tuned for Chapter 23: “Everyone is Expendable (Especially if you Wear a Mask)” which shares a lesson about dealing with talent (i.e. employees) and their unique quirks, and recognizing that everyone is expendable… even y0u and me.

The book in previous posts:

Foreword, by Lloyd Kaufman
Introduction: Lights, Camera, Action!
Chapter 1: Welcome to Tromaville!
Chapter 2: The Troma Building
Chapter 3: Meet the Moguls
Chapter 4: Trailer Trash
Chapters 5 and 6: Working FREE-lance & Becoming a Full-time Tromite
Chapter 7: Branding Begins on the Ground Floor
Chapter 8: The Power of We
Chapter 9: Old Yeller (and Be Your Brand)
Chapter 10: Find Something to Believe In
Chapter 11: Show Up!
Chapter 12: Sink or Swim!
Chapter 13: Embrace your Vision and Culture!
Chapter 14: Strategic Partners – Burn Houses, Not Bridges
Chapter 15: If You Don’t Want to Swallow a Frog, Start with a Stunt
Chapter 16: Repurpose, On Purpose!
Chapter 17: Always Salute the Schwag!
Chapter 18: Playing by the Rules
Chapter 19: Fix it, or Forget it… Fast!
Chapter 20: This Means WAR!
Chapter 21: Delegate or Die!

/1 Comment/by

Chapter 21: Delegate or Die

Greetings from Tromaville! Here is Chapter 21 of my book, Everything I Know about Business and Marketing, I Learned from THE TOXIC AVENGER. This chapter explores the importance of letting go and surrounding yourself with smarter, better people, and letting them do the things they are good at (while you do the things you are best suited for!)

If you haven’t done so already, you can read the Foreword by Troma co-founder, Lloyd Kaufman, and the Introduction to the book as well as Chapter 1, 2, 3, 4, 5 and 6, 7 ,8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19 and 20. You can also see me read a few chapters live, along with Lloyd and Toxie, at Florida Supercon as well as a few chapters I read on Facebook Live. Stay tuned for additional chapters to be published here. If you like what you read and can’t wait for more, please don’t be shy. You can buy the book now on Amazon (and also please don’t be shy about sharing, and reviewing the book when you do read it.) Both Toxie and I greatly appreciate your support! – Jeff Sass

Chapter 21: Delegate or Die

One thing that is very clear about making a movie is that it is a collaborative art. Other than for a very few, very rare exceptions, making a film means working with a team. Even the smallest production has actors, crew, and a director at the least. Unlike writing or painting or sculpting, where your art can truly be the pursuit of a sole proprietor, making a movie is almost always a collaboration, and more often than not, puts OPM (other people’s money) at risk. That means pressure to perform.

Such that it is a collaborative art, the fine art of effective delegation becomes an invaluable skill for a filmmaker. The “auteur” theory notwithstanding, when making a film you really cannot do everything yourself. The best filmmakers recognize this and surround themselves with outstanding talent, from the DP and cinematographer to the actors and actresses, the grips and sound people, as well as the costume and set designers, and every other department head. In truth, the best directors don’t need to know how to do everything themselves, but rather they need to know how to surround themselves with the folks who do know everything, and they need to be an effective commander in chief, smartly delegating the tasks necessary to achieve their particular vision for the film.

No small task, but a great business lesson.

Too many entrepreneurs think they can and must do everything themselves. That might work when they are a bootstrapped team of two founders, but as soon as you take in your first Angel round or Series A, you have an obligation to your investors and no longer just to yourself and your “vision.”

Understanding how to delegate is perhaps the most valuable thing an entrepreneur can learn. Doing everything yourself does not scale. Being able to delegate well is akin to being able to lead well, and frankly, to being able to get shit done. And effective delegation is not easy. When it comes to managing a team, there is no such thing as “set it and forget it.” Just because you have assigned a task to someone doesn’t mean you have absolved yourself from it. As the director (i.e., “the boss”) you are ultimately responsible for it all, regardless of who actually executed the task. If all goes awry, it is you who should (and will) get executed (alongside your loyal, but ineffective, lieutenants). A good filmmaker, like a good businessperson, knows to “inspect what they expect” and monitor and check up on the tasks they have assigned to others.

On a movie set, it is not uncommon to have a short meeting with department heads late at night, to review the schedule for the next day and ensure, while there is still time to make adjustments, that everything delegated has been taken care of and is ready to go for the morning and day ahead.

This kind of department head huddle is a good practice for any business. Check-in and check up, to avoid having to check out!

•••

That’s Chapter 21  –  How are you at delegating tasks and responsibilities? When you do, do you inspect what you expect? Stay tuned for Chapter 22: “Location, Location, Location” which explores the importance of relationships and finding (and utilizing) people’s hidden talents.

The book in previous posts:

Foreword, by Lloyd Kaufman
Introduction: Lights, Camera, Action!
Chapter 1: Welcome to Tromaville!
Chapter 2: The Troma Building
Chapter 3: Meet the Moguls
Chapter 4: Trailer Trash
Chapters 5 and 6: Working FREE-lance & Becoming a Full-time Tromite
Chapter 7: Branding Begins on the Ground Floor
Chapter 8: The Power of We
Chapter 9: Old Yeller (and Be Your Brand)
Chapter 10: Find Something to Believe In
Chapter 11: Show Up!
Chapter 12: Sink or Swim!
Chapter 13: Embrace your Vision and Culture!
Chapter 14: Strategic Partners – Burn Houses, Not Bridges
Chapter 15: If You Don’t Want to Swallow a Frog, Start with a Stunt
Chapter 16: Repurpose, On Purpose!
Chapter 17: Always Salute the Schwag!
Chapter 18: Playing by the Rules
Chapter 19: Fix it, or Forget it… Fast!
Chapter 20: This Means WAR!

/by

Chapter 20: This Means WAR!

Greetings from Tromaville! Here is Chapter 20 of my book, Everything I Know about Business and Marketing, I Learned from THE TOXIC AVENGER. In this chapter, we take a look at the importance of breaking down your objectives into manageable tasks… similar to the strategies of war (and Troma’s WAR).…

If you haven’t done so already, you can read the Foreword by Troma co-founder, Lloyd Kaufman, and the Introduction to the book as well as Chapter 1, 2, 3, 4, 5 and 6, 7 ,8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, and 19. You can also see me read a few chapters live, along with Lloyd and Toxie, at Florida Supercon as well as a few chapters I read on Facebook Live. Stay tuned for additional chapters to be published here. If you like what you read and can’t wait for more, please don’t be shy. You can buy the book now on Amazon (and also please don’t be shy about sharing, and reviewing the book when you do read it.) Both Toxie and I greatly appreciate your support! – Jeff Sass

Chapter 20: This Means WAR!

They say “business is war.” I am not sure who “they” are, but I can assure you that when I began getting involved in Troma’s business, my first shot at working on a movie was indeed war. Literally. The very first Troma film I had the opportunity to work on was Troma’s War. When I enlisted, my job at Troma was to sell movies, but I dreamed of making them. When plans began for Troma’s War, my number came up, and I was drafted to “temporarily” move over from sales to production. My dream had come true, and like many dreams we have, be careful what you wish for—you might get it.

If you haven’t yet had the pleasure and delight of seeing Troma’s War, it is the story of a plane crash on a mysterious island long before the TV series Lost laid claim to similar territory. Rather than the long-unfulfilled, and unexplained, “monsters” of the TV series, the lost crash survivors in Troma’s War find themselves on an island run by bizarre and deadly terrorists. According to Variety, Troma’s War “makes Rambo III look like Lassie Come Home!” It was quite an entrée into filmmaking for me.

Yes, I wanted to make movies. No, I had no freakin’ idea what that meant, especially in Tromaville. One moment I was trying to sell Rabid Grannies to a home-video distributor in Japan, and the next moment I was on my way to Camp Smith, training ground for the NY Army National Guard, outside Peekskill, NY, to meet with Colonel Garvey to see if I could convince him to let us use their grounds to film and blow shit up (and let our kooky cast and crew live in their barracks for weeks at a time). The irony of having the cast and crew of Troma’s War living and filming on a military base was not lost on any of us.

But let’s start by looking at how the War began.

Once there’s a script and a budget and funds to cover said budget (or enough of the promise of funds, through pre-sales and other means, to risk taking the risk of pulling the trigger on the production), it is time to start staffing up and commencing “preproduction.” Preproduction is the planning stage for a movie production when the script is broken down into manageable daily chunks, and the schedule is set. The locations are scouted and finalized, cast and crew are hired, and costumes and props are decided upon and created. Basically, everything and anything you can do in advance of actual filming so that you are ready to go like a well-oiled machine when that first day of “Principal Photography” rolls around.

Sounds great, right? Of course, it is never as smooth as the previous few sentences make it sound, and come day one of filming that ideal well- oiled machine may well spit and sputter like an aged clunker only partially restored. Still, it can and must move forward. The proverbial clock is ticking, and, like the car you drive around in the midst of rebuilding it, you can keep working on the film machine while it is running. Not ideal, but not unusual, especially for a low-budget Indy production, where location and talent availability might dictate a hard start date. Ready or not, here we come!

As we started hiring (and given the lack of actual monetary compensation offered to many early staffers I am using the term “hiring” lightly), we needed to set up a temporary production office to act as home base, ideally somewhere nearby (but definitely not in) the Troma Building. We found a great deal on a short-term lease on a dinky and dirty four-story, walk-up brownstone on West Forty-Eighth Street, a short walk from Tromaville central. I remember thinking it was an odd building with an odd smell, and odd-looking “cubicles,” each curtained off and just wide enough for a small mattress to fit inside. Oh, and did I mention that there was a red light by the front door stoop?

Admittedly, I was quite naive in those days, and it took me a few late nights in the production office (where some of our young, more adventurous Troma Team members had essentially moved in) before I realized why this building was “available” so inexpensively. I figured it out when every night an odd “gentleman” or two would ring the doorbell only to be awkwardly surprised when one of our heavily pierced and tattooed young folks of indiscriminate gender would answer the door. The “gentlemen” would invariably look past the welcoming Tromite as if they were hoping to see a familiar face inside, and then, clearly disappointed that they did not, would turn and hurriedly leave, mumbling obscenities under their alcohol-laced breath. Yep, our production office had previously been an operating brothel. Oh, brothel, er, oh brother! When the realization dawned on me, I felt truly blessed that I had a home to retreat to each night and was not one of the “adventurous ones” camping out on the “great mattresses” the previous tenants had left behind.

Despite its lewd history, our production office for Troma’s War served its purpose, and our preproduction was off and running, and I was learning on the fly. I went to battle in Troma’s War, and it was my deployment to film school…on steroids. But the lessons I learned in preparation, scheduling, and negotiation, were lessons that have proven to be valuable in every career move I’ve made since. The discipline and planning of pre-production is something that every product launch could benefit from. Few businesses understand their processes as well as a film production, where literally every page of the script (think product roadmap) is broken down into manageable (well, hopefully manageable) chunks, to be executed according to a strict schedule, literally laid out on a schedule board for all to see. Imagine how much more efficient your business would be if it were broken down with the detail and depth even a lowly Troma production had. Every day was fully accounted for, with a breakdown of every needed element—location, actors, costumes, set pieces, props, equipment, crew, a plan to get us all there, a plan to shoot something else should Mother Nature, or other forces, interfere.

Of course, things were fluid and could and would change along the way, but at the onset, we had a plan that, in theory, would successfully get us from point A to point B. From having nothing to having all the necessary footage in the can to piece together the film we intended to make.

Do you have a script breakdown for your business?

•••

That’s Chapter 20  –  Do you breakdown your objectives as if you are going to WAR? Should you? Stay tuned for Chapter 21: “Delegate or Die!” which explores the importance of letting go and surrounding yourself with smarter, better people, and letting them do the things they are good at (while you do the things you are best suited for!)… 

The book in previous posts:

Foreword, by Lloyd Kaufman
Introduction: Lights, Camera, Action!
Chapter 1: Welcome to Tromaville!
Chapter 2: The Troma Building
Chapter 3: Meet the Moguls
Chapter 4: Trailer Trash
Chapters 5 and 6: Working FREE-lance & Becoming a Full-time Tromite
Chapter 7: Branding Begins on the Ground Floor
Chapter 8: The Power of We
Chapter 9: Old Yeller (and Be Your Brand)
Chapter 10: Find Something to Believe In
Chapter 11: Show Up!
Chapter 12: Sink or Swim!
Chapter 13: Embrace your Vision and Culture!
Chapter 14: Strategic Partners – Burn Houses, Not Bridges
Chapter 15: If You Don’t Want to Swallow a Frog, Start with a Stunt
Chapter 16: Repurpose, On Purpose!
Chapter 17: Always Salute the Schwag!
Chapter 18: Playing by the Rules
Chapter 19: Fix it, or Forget it… Fast!

/2 Comments/by

Chapter 19: Fix It, or Forget It… Fast!

Greetings from Tromaville! Here is Chapter 19 from my book, Everything I Know about Business and Marketing, I Learned from THE TOXIC AVENGER. In this chapter, we take a look at the importance of having a plan B and making sure every day is moving your business agenda forward! 

If you haven’t done so already, you can read the Foreword by Troma co-founder, Lloyd Kaufman, and the Introduction to the book as well as Chapter 1, 2, 3, 4, 5 and 6, 7 ,8, 9, 10, 11, 12, 13, 14, 15, 16, 17 and 18. You can also see me read a few chapters live, along with Lloyd and Toxie, at Florida Supercon as well as a few chapters I read on Facebook Live. Stay tuned for additional chapters to be published here. If you like what you read and can’t wait for more, please don’t be shy. You can buy the book now on Amazon (and also please don’t be shy about sharing, and reviewing the book when you do read it.) Both Toxie and I greatly appreciate your support! – Jeff Sass

Chapter 19: Fix It, or Forget It… Fast

On a movie set, there is no shortage of things that can go wrong. Your camera truck can be stolen. Your location can be locked when you arrive with the owner completely denying they ever gave you permission to come and film there. Your lead actress can refuse to come out of the bathroom to film a scene or refuse to kiss the leading monster—er, man, despite the romantic scene that was in the script and agreed to when she was hired. Essential costumes and props disappear. Cars containing essential talent or equipment break down. It rains (it pours). Actors show up drunk. Actors show up without knowing their lines. Actors don’t show up. Assholes do show up. Equipment breaks. Crew members quit. Sound people forget to record. Camera people forget to load film. It rains (it pours). Teamsters protest and interfere. Stunts don’t work as planned. You run out of power. You run out of light. You run out of time. You run out of money. You run out screaming.

Shit happens.
Lots of shit.
Every day.
All the time.
It is fun, really.
That’s Hollywood (well, Tromaville).

But on a set, the clock is always ticking, and whether you are on a shoestring Indy budget or a gazillion-dollar studio budget, time is still money. There are pages to cover, and a schedule to follow. The shit may hit the fan, but the film still needs to end up in the can. So, when something does go wrong, and it will, you need to make a decision. You need to fix it, fast, or work around it, fast. Innovation and creativity will save the day more than money will, and that’s a solid lesson for any business.

Even if you have the money, replacing something that breaks can take time and delay production. What’s the backup plan? To successfully make a B-movie, you’d better always have a plan B (and frankly, the same applies even if you are attempting to make a blockbuster).

Do you have a true plan B for your business? When making a movie, learning to be prepared and expect the unexpected is essential (which actually makes the unexpected the expected).

Filming on a soundstage is expensive and outside the budget of most independent films. As a result, to get great on-screen production values at a reasonable cost, many Indy films are shot “on location,” leveraging the scenic beauty of the real world in lieu of the fabricated beauty and control of a costly studio set. But in the real world, you can’t control Mother Nature, and your location is always at risk of being shut down by bad weather. Having a plan B means that for every day of exterior filming, you had better have an alternate scene ready to be shot indoors should Mother Nature decide to fool you for a change. That means an alternative location, indoors and nearby, so you could quickly and efficiently save the day.

So, when we were filming The Toxic Avenger Part II (and Part III) in and around the lovely town of Peekskill, NY, we always had several indoor “sets” ready and waiting inside the abandoned Masonic temple that doubled as our local production office. While these makeshift sets were far from “studio” quality, they were good enough, and if Mother Nature decided to poop on our heads, without hesitation we knew exactly what to do, where to go, and how to make the day as productive as possible.

This is a lesson that is easy to forget in the nonmovie world because in most businesses there is a lot more flexibility on a day-to-day basis than there is on a movie set. You may be under pressure to meet a monthly or quarterly goal, but what about losing sunlight before all the necessary pages are shot in a location you absolutely, positively can never return to after the end of the day? Movies function day to day, and that fosters a discipline that would be beneficial to apply to any business. Every day on set must contribute to the end-goal of a finished film.

Is every day at your office contributing to your end-goal? It’s hard, and something I try to remind myself of, not always successfully.

•••

That’s Chapter 19  –  Do you always have a plan B? Stay tuned for Chapter 20: “This Means WAR!” which explores the importance breaking down your objectives to manageable tasks… similar to the strategies of war (and Troma’s WAR).…

The book in previous posts:

Foreword, by Lloyd Kaufman
Introduction: Lights, Camera, Action!
Chapter 1: Welcome to Tromaville!
Chapter 2: The Troma Building
Chapter 3: Meet the Moguls
Chapter 4: Trailer Trash
Chapters 5 and 6: Working FREE-lance & Becoming a Full-time Tromite
Chapter 7: Branding Begins on the Ground Floor
Chapter 8: The Power of We
Chapter 9: Old Yeller (and Be Your Brand)
Chapter 10: Find Something to Believe In
Chapter 11: Show Up!
Chapter 12: Sink or Swim!
Chapter 13: Embrace your Vision and Culture!
Chapter 14: Strategic Partners – Burn Houses, Not Bridges
Chapter 15: If You Don’t Want to Swallow a Frog, Start with a Stunt
Chapter 16: Repurpose, On Purpose!
Chapter 17: Always Salute the Schwag!
Chapter 18: Playing by the Rules

 

/by

Chapter 18: Playing By The Rules

Greetings from Tromaville! Here is Chapter 18 from my book, Everything I Know about Business and Marketing, I Learned from THE TOXIC AVENGER. In this chapter, we take a look at the importance of having some basic rules as a way of aligning your team. 

If you haven’t done so already, you can read the Foreword by Troma co-founder, Lloyd Kaufman, and the Introduction to the book as well as Chapter 1, 2, 3, 4, 5 and 6, 7 ,8, 9, 10, 11, 12, 13, 14, 15, 16 and 17. You can also see me read a few chapters live, along with Lloyd and Toxie, at Florida Supercon as well as a few chapters I read on Facebook Live. Stay tuned for additional chapters to be published here. If you like what you read and can’t wait for more, please don’t be shy. You can buy the book now on Amazon (and also please don’t be shy about sharing, and reviewing the book when you do read it.) Both Toxie and I greatly appreciate your support! – Jeff Sass

Chapter 18: Playing By The Rules

By now you may be thinking that things were fairly loosey-goosey in Tromaville, with inexperienced young lads and lasses running wild and wreaking havoc. You would be mostly correct. In truth, while there were certainly some wild and crazy times (and even more wild and crazy characters and personalities), much of the working of the Troma machine was actually quite well-oiled. There were processes and procedures, and there were rules. In particular, there were the “Rules of Production.”

On every Troma movie set, in numerous, highly visible locations, the following sign was always posted:

Rules of Production:

1. Safety to people
2. Safety to property
3. Make a good film!

This was key. This was important. These were the rules Troma lived by on set, and at any given moment, Lloyd could walk up to a member of the cast or crew and quiz them on these three simple rules, and they had better know them. When it came to setiquette (etiquette on the set), the Troma Team was very clear on their priorities. A film set can be a dangerous place. There are lights, there are cameras, and there is action—big heavy things that can fall on people, miles of cables and electrical cords strewn about, vehicles, explosives, and lots of people around. A lot can go wrong. A lot does go wrong. It is a tribute to the dedication to these three “rules of production” that in over forty years and dozens of productions, Troma has a solid record and reputation when it comes to safety.

Safety to people is the number one priority. Safety to property is second. We were grateful for the fair deals we received on the equipment we borrowed or rented. We were forever grateful for the folks who generously let us use their homes and businesses as sets and locations for filming. The least we could do was to respect their property and do all we could to leave it in the same condition it was in when we arrived (which, frankly, was often no small task).

Finally, the third rule was to “make a good film” and in practice, if you paid attention to the first two rules, you were far more likely to succeed on the third.

These were good lessons in focus and culture. While a Troma film set consisted of a wild and varied sampling of human existence, a seemingly random collection of delightfully disparate souls, the one thing that they all had to have in common was respect for and adherence to the “Rules of Production.” Anyone who could not live up to these three simple concepts did not belong (and did not last long).

While in some cases, rules can be restrictive, when they are simple, direct, and core to your objective, a few good rules can help bind your team together and help keep things moving forward in a positive way. If it can work for Troma, it can work for you.

What are your business’s “rules of production”?

•••

That’s Chapter 18  –  Do you also have common guidelines you could be using for your business, to help keep everyone on the same page? Stay tuned for “Chapter 19: “Fix it, or Forget it… FAST!” which explores the importance of having a “plan b” and thinking creatively on the spot…

The book in previous posts:

Foreword, by Lloyd Kaufman
Introduction: Lights, Camera, Action!
Chapter 1: Welcome to Tromaville!
Chapter 2: The Troma Building
Chapter 3: Meet the Moguls
Chapter 4: Trailer Trash
Chapters 5 and 6: Working FREE-lance & Becoming a Full-time Tromite
Chapter 7: Branding Begins on the Ground Floor
Chapter 8: The Power of We
Chapter 9: Old Yeller (and Be Your Brand)
Chapter 10: Find Something to Believe In
Chapter 11: Show Up!
Chapter 12: Sink or Swim!
Chapter 13: Embrace your Vision and Culture!
Chapter 14: Strategic Partners – Burn Houses, Not Bridges
Chapter 15: If You Don’t Want to Swallow a Frog, Start with a Stunt
Chapter 16: Repurpose, On Purpose!
Chapter 17: Always Salute the Schwag!

 

/2 Comments/by

Chapter 17: Always Salute the Schwag!

Greetings from Tromaville! Here is Chapter 17 from my book, Everything I Know about Business and Marketing, I Learned from THE TOXIC AVENGER. In this chapter, we take a look at the importance of always carrying… not weapon, but rather, marketing materials – SCHWAG! What do you think?

If you haven’t done so already, you can read the Foreword by Troma co-founder, Lloyd Kaufman, and the Introduction to the book as well as Chapter 1, 2, 3, 4, 5 and 6, 7 ,8, 9, 10, 11, 12, 13, 14, 15 and 16. You can also see me read a few chapters live, along with Lloyd and Toxie, at Florida Supercon as well as a few chapters I read on Facebook Live. Stay tuned for additional chapters to be published here. If you like what you read and can’t wait for more, please don’t be shy. You can buy the book now on Amazon (and also please don’t be shy about sharing, and reviewing the book when you do read it.) Both Toxie and I greatly appreciate your support! – Jeff Sass

Chapter 17: Always Salute the Schwag!

“I pledge allegiance to the schwag…of the United States of Tromaville.” As part of the Troma Team, I quickly learned the power of “schwag” and the importance of always “carrying.” In this instance carrying did not mean a concealed weapon, although one could argue that good schwag is an excellent sales and marketing weapon. In Tromaville carrying meant you were always equipped with a supply of stuff—stickers, flyers, T-shirts—schwag. Your briefcase was full of the stuff. If you owned a car, your trunk was full of the stuff. If you carried a purse or murse*, your purse or murse was full of the stuff. While representing the Troma Team, you never walked into a meeting empty-handed. You always had your schwag at the ready. Schwag sells.

There’s a reason printed paper flyers were called “sell sheets” in the movie business. They were also called “slicks,” perhaps because the slicker they were, the better they sold. For every movie in the Troma library, having a great key art image that became the basis of the poster, and then the smaller sell sheets was essential. As essential as having a good trailer. Arguably far more essential than having a good movie. Back in the day, especially in the realm of international film distribution, the sale (technically, the licensing) of a film for distribution to a small foreign market was often concluded based on the sell sheet and trailer alone, many times long before the film in question had actually been completed (or in some cases, even started). We were selling the dream. Selling the outcome. And schwag helped.

Like trusty Boy and Girl Scouts, always carrying schwag meant you were always prepared. You never knew when you’d have the opportunity to leave behind that flyer for Curse of the Cannibal Confederates or that gorgeous green “I love Toxie” sticker. And then there were the T-shirts. Especially the T-shirts. We would print bright-red (and sometimes yellow) “I made the Troma Team” T-shirts by the hundreds. They were inexpensive thin cotton tees with a big Troma logo on them, and people loved them. When it came to production time, our “I-Made-the-Troma-Team” tees were like a liquid currency. They were our beads, our wampum, our bitcoin, and often our savior. It is amazing what regular unassuming humans will do or give up in exchange for a free T-shirt.

When scouting for locations, popping open the car trunk and tossing a couple of T-shirts to the owner of the property you are begging to trample and defame was often the tipping point that sealed the deal. When casting dozens of background actors (we never had extras…always “background actors”) to fill a scene, hordes of fans would stand for long grueling days, all for a stale bagel at seven in the morning and a Troma T-shirt when they left at the end of the day, often past midnight.

When making a movie, especially a low-budget independent movie, there are 1,000 things that can go wrong at any moment. Giving someone a free T-shirt can solve 937 of them.

As proof that the Troma Team always carries (schwag) wherever they go, I will share a story that Hertz. Not Herz as in Michael Herz, Lloyd’s partner in cinematic crime and Troma co-founder, but rather Hertz as in the car rental company that doesn’t quite try as hard as Avis. Many years after I emigrated from Tromaville, I was in Los Angeles on business, and I rented a car there. At one point while navigating my way through the torturous traffic that is synonymous with driving in LA, I stopped short at a light, my unpracticed foot a bit heavy on the brakes of the unfamiliar vehicle. As I screeched to a sudden stop, a sudden mess of papers and folders slid out from under the driver’s seat. I looked down, and lo and behold, my feet were surrounded by Troma schwag—flyers, stickers, press kits, and the like. It was literally a blast from the past.

I laughed, and at the first opportunity, I called Lloyd asking him if he had recently been in LA. “I just got back last night,” he replied. “How did you know?”

“Did you rent a car there?” I queried.

“Of course, I did; it’s LA,” said Lloyd. (This was years ago, before the invasion of Uber).

“Well, I think I rented the same car you were driving. You left your schwag under the front seat!”

Yep. He did. Schwag rules.

*A “murse” is a man-purse, carried by a man, just as a “manzier” is a brazier worn by a man. Watch Seinfeld reruns for more details.

•••

That’s Chapter 17  –  Do you always have a pocket full of Schwag for your company? Why not??? Stay tuned for “Chapter 18: “Playing by the Rules!” which explains the “rules of production” that every Troma movie lived by, and which serve as an example for common guidelines you could be using for your business, to help keep everyone on the same page.

The book in previous posts:

Foreword, by Lloyd Kaufman
Introduction: Lights, Camera, Action!
Chapter 1: Welcome to Tromaville!
Chapter 2: The Troma Building
Chapter 3: Meet the Moguls
Chapter 4: Trailer Trash
Chapters 5 and 6: Working FREE-lance & Becoming a Full-time Tromite
Chapter 7: Branding Begins on the Ground Floor
Chapter 8: The Power of We
Chapter 9: Old Yeller (and Be Your Brand)
Chapter 10: Find Something to Believe In
Chapter 11: Show Up!
Chapter 12: Sink or Swim!
Chapter 13: Embrace your Vision and Culture!
Chapter 14: Strategic Partners – Burn Houses, Not Bridges
Chapter 15: If You Don’t Want to Swallow a Frog, Start with a Stunt
Chapter 16: Repurpose, On Purpose!

 

/1 Comment/by

Chapter 16: Repurpose, On Purpose

Greetings from Tromaville! Here is Chapter 16 from my book, Everything I Know about Business and Marketing, I Learned from THE TOXIC AVENGER. In this chapter, we take a look at Troma’s take on “content marketing.” What do you think?

If you haven’t done so already, you can read the Foreword by Troma co-founder, Lloyd Kaufman, and the Introduction to the book as well as Chapter 1, 2, 3, 4, 5 and 6, 7 ,8, 9, 10, 11, 12, 13, 14 and 15. You can also see me read a few chapters live, along with Lloyd and Toxie, at Florida Supercon as well as a few chapters I read on Facebook Live. Stay tuned for additional chapters to be published here. If you like what you read and can’t wait for more, please don’t be shy. You can buy the book now on Amazon (and also please don’t be shy about sharing, and reviewing the book when you do read it.) Both Toxie and I greatly appreciate your support! – Jeff Sass

 

Chapter 16: Repurpose, On Purpose

As stunts go, we did some amazing ones at Troma, and the best of them, like the dramatic (and now infamous) “car flip” have been used and reused in countless Troma movies. Shot one quiet afternoon on the back streets of Hoboken, New Jersey, while costly and complicated to shoot, the “car flip” has perhaps become the most cost-effective bit of film ever shot by the Troma Team (when amortized across the vast number of subsequent films the same sequence has appeared in). Why not? It’s a great stunt, even the seventeenth time you see it. Like a fine wine, it gets fermented—er, I mean better—with age. Like the pestering of a wild and crazy two-year-old toddler, with repetition, it becomes less annoying and cuter. Like a pimple that, after it won’t go away for nine months, reinvents itself as a beauty mark. You get the idea.

Of course, in the case of Troma, given the cult and culture of the rabid fan base, repurposing a stunt or scene across multiple movies turns into a welcome wink to the knowing film fan who can spot the repeated spot. So not only does the cloned scene save time and money, it becomes an Easter egg that delights eagle-eyed fans who are paying close attention—a double whammy win for the Troma Team.

What content can you wisely repurpose for your purposes? Do you have anything that can double as an Easter egg to charm your customers?

•••

That’s Chapter 16  –  Short and to the point. Stay tuned for “Chapter 17: “Always Salute the Schwag!” which explores how important it is to always have some marketing material to leave behind… wherever you are! 

The book in previous posts:

Foreword, by Lloyd Kaufman
Introduction: Lights, Camera, Action!
Chapter 1: Welcome to Tromaville!
Chapter 2: The Troma Building
Chapter 3: Meet the Moguls
Chapter 4: Trailer Trash
Chapters 5 and 6: Working FREE-lance & Becoming a Full-time Tromite
Chapter 7: Branding Begins on the Ground Floor
Chapter 8: The Power of We
Chapter 9: Old Yeller (and Be Your Brand)
Chapter 10: Find Something to Believe In
Chapter 11: Show Up!
Chapter 12: Sink or Swim!
Chapter 13: Embrace your Vision and Culture!
Chapter 14: Strategic Partners – Burn Houses, Not Bridges
Chapter 15: If You Don’t Want to Swallow a Frog, Start with a Stunt

 

 

/2 Comments/by