While he's excited for the nationwide release of "Finding Noah," producer and Buffalo native Jonathan Shaw notes tonight is likely the only night his documentary will appear in movie theaters.
Fathom Events has organized tonight's release of "Finding Noah" at movie screens across the country (including the Regal Transit 18 at 7 p.m.). A promotions company that emerged from a cooperative interest between the nation's largest movie theater chains, Fathom Events may be best known for showing live productions of the Metropolitan Opera. Select releases of new movies are another part of the business model.
"These things play on Monday through Thursday night," Jonathan Shaw explained.
"In the theater business that's pretty much the dead time. That's when they're trying to get people into the theater. Over the weekend that's when they make all of their money. So, bring in diverse people with these kinds of films, and it also what it does, it gets people who sometimes normally don't go to the movies to come into a theater and have a theatrical experience."
With nearly three decades spent as an editor, writer and producer in Hollywood, Shaw has realistic expectations for his latest work. A wider theater release could be possible for "Finding Noah," but Shaw says it's more likely to be seen on Netflix or DVD.
If that's the case, all would not be lost for the investors who financed the film's $3 million budget. According to a local film professional, the days of mass marketing a movie's release, beyond Star Wars and a few others, are gone. Out of the changing landscape of media consumption, niche marketing has emerged as a favored business approach.
The documentary details the dogged efforts of researchers and explorers on Mount Ararat searching for Noah's Ark. The faith-based community may be drawn to the story and the motivations of those conducting the search.
"They just want to do this because they think it will help prove that God has interceded with man," Shaw said. "So, that's kind of their motivation."
A graduate of Christ the King and Amherst High School, Shaw held a basic understanding of the biblical story of Noah's Ark before embarking on the documentary.
"Before you can start telling the story, you have to know the story yourself," Shaw said.
"For me, Noah had always been a boat with giraffe heads sticking out of it and something you remember as a kid....so the fun part was really digging into the lore and the myth and the history and the biblical recounts and all these kinds of things and that's what is really fun as being part of the writing team and the editing team and then the producing end of it is, just being really able to delve into this."
He left the area after the Blizzard of '77, but Shaw keeps ties with area, visiting frequently. His daughter attended Canisius College. He also credits his Buffalo roots with providing the work ethic that has helped him succeed in the competitive film industry.
Clearly proud of the finished product that is "Finding Noah," Shaw is eager for tonight's opening.
"We said we want to have a one-night event where people can come to theaters to see this in the glory that it is because it's really exciting. It's breathtaking visuals from being on top of this mountain. We really pulled out all the stops. We have a great score. We have great songs in the film. We put all the Hollywood polish on this."
