July 14, 2010
FNB Innovator: Karol Martesko-Fenster
FilmNewsBriefs spoke to Karol Martesko-Fenster, SVP/General Manager, FILM & ANIMATION at Babelgum. We discussed the innovative use of multi-platform content for their “Prequel Series.”
FilmNewsBriefs: Will you briefly describe this multi-platform project?
Karol Martesko-Fenster : Worldwide online and mobile premiere of the ground breaking “Prequel Series,” leading up to the theatrical and broadcast release of the feature film in early 2011. Co-produced by award-winning filmmaker Annie Sundberg (Joan Rivers: A Piece of Work, The Devil Came on Horseback) and directed by Phil Cox, this originally styled documentary series provides an entertaining yet poignant look at modern India. What happens when people lose trust in the authorities? In India, a new wave of private detective agencies are answering the call. Poisonings, adultery, fraud, bridal purity, and the occasional murder, such are the day-to-day investigations of Kolkata’s Bengali Detective, Rajesh Ji. “The Bengali Detective” follows the intrepid, dance-obsessed gumshoe and his motley band of helpers on unpredictable raids and corkscrew investigations, exposing the secrets, fears, and covert lives of today’s middle-class Indian society with a cheeky mix of fly-on-the-wall surveillance and Bangla-pop wiggle.
Babelgum commissioned the prequel episodes for “The Bengali Detective” that are airing on the Babelgum Mobile and Online platforms during the shooting of the feature documentary. The prequels are distinct from the Feature and TV version of “The Bengali Detective.” Babelgum is working closely with the filmmaking team to position the film and distribute the episodes prior to the completion of principal photography. Babelgum is a co-producer of the Feature film and will endeavor to make a segmentized version of the feature film available on all of its platforms timed to day-and-date with the feature film theatrical release in 2011.
FNB: How did the project come to you?
KMF: First alerted to the project by Jess Search and Britdoc Channel 4 after we completed the successful first mobile release of a feature film with Sally Potter’s “RAGE.” Contacted the filmmakers in the UK, and met with Annie Sundberg in the US, to work out the overall deal and timing during the planning and pre-production period for the feature film.
FNB: Was the project always multi-platform in nature?
KMF: No, it was a straight traditional documentary film production prior to my involvement.
FNB: Is this the first time Babelgum has touched all mediums with one project?
KMF: No, this is not the first time. The first doc was a special custom six-part companion series by Rupert Murray, for the feature documentary “The End of the Line” (babelgum.com/endoftheline), which we released on a weekly basis day-and-date with the theatrical release of the feature film in the US and UK. The second project was the fiction feature “RAGE” (www.babelgum.com/rage), that we released on a daily basis over the course of a week day-and-date with the theatrical, satellite and DVD release of the picture in the UK and US respectively.
In both cases above, the feature films were complete and in the case of “EOL” it was a custom series featuring 80 percent of the material from the actual film and 20 percent that was new material shot by the director. And with Sally’s film it was an acquisition of the film out of the Berlinale, which we released in seven episodes (the film takes place over the course of seven days).
What sets “The Bengali Detective” apart, and makes it completely unique, is that the film has not completed principal photography. Our financing of the prequel sets the stage for the feature film and also works in tandem with the production of the full length picture.
FNB: Will the project live differently on each medium?
KMF: Absolutely. In fact, the mobile and online prequels are stand alone bits of content introducing the main players and will be distinct from the theatrical, television and DVD versions. In all likelihood, the prequels, and associated out takes, will be included in the eventual DVD release.
FNB: What were some of the challenges getting distribution and scheduling on all platforms?
KMF: There were no challenges for the mobile and online release since we are the network carrying those, and the filmmakers are focusing on the other platforms and are in negotiation with different parties for certain pre-sales and focused on the upcoming fall festival circuit.
FNB: What’s the timing between shooting and release in viral webisodes? (The press release made it feel like traditional script TV schedule)
KMF: The filmmakers are in Calcutta at the moment, shooting and still delivering episodes. The delivery to Babelgum took place via ftp from the edit suites in Calcutta as the episodes were completed. In general the timing was delivery four weeks prior to airing on Babelgum platforms and is ongoing.
FNB: How will you define success on this project?
KMF: Success will be defined over the long term and how impactful the early awareness campaign for “Bengali Detective” proves to be. And, of course, the overall views on our worldwide online and mobile platforms will be important as well. We are involved in the picture over the long term and across all the platforms, so time will tell.
FNB: Finally, how do you plan to capture viewers of the web series to re-engage with the launch of the documentary?
KMF: We will communicate the availability of the prequels via our Bengali Superpage www.babelgum.com/bengalidetective, Babelgum newsletter, homepage promotion on babelgum.com, highlight promotion on our free Babelgum iphone and android applications and also via the Facebook and Twitter pages.
Follow The Bengali Detective
Facebook:/TheBengaliDetective
Twitter: @BengaliDetect
Posted in: Annie Sundberg, Babel Networks, Babelgum, Babelgum Mobile, Babelgum Online, Britdoc Channel 4, End of the Line, Facebook, Jess Search, Joan Rivers - A Piece of Work, Karol Martesko-Fenster, Phil Cox, Prequel Series, RAGE, Rupert Murray, Sally Potter, The Bengali Detective, The Devil Came on Horseback, Twitter