ElMariachi_PMproject_Group3

8/4/2019 ElMariachi_PMproject_Group3

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What are we going to talk about andwhy ?

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Project ?????

$ 7,225 (aprx 3.25 L)

$ 2,040,920(aprx 9.1 cr)

23 year old guy

14 days execution &after work

ROI > 28000 % in 2years

Small Mexicanborder town.

International fame

Many project offers

From poverty to

riches

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A study on ElMariachi movie:Lessons for Project

ManagementSuccessBy Team 3:

Saurabh Kumar Chaubey (56)

Srikanth Gali (60)

Vinay Prabhakar (67)

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Why El-Mariachi or any movie

production is a project They have a clear goal and purpose

They have a team of people with definedgoals

All of the team needed to work together toachieve the goal.

There is a definite time constraint interms of when the goal needed to beachieved

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Attributes of film industry

Film industry deals with intangible product development

Shaped to directly address a deadline oriented business need

Require significant investments for large movies up to $100 million.

It is built against a specification open to change

It rely on specialized production protocols and technologies

Require the collaboration and integration of teams having specialized skillslike Actors, technician, makeup artists

It require careful analysis, design, execution, and integration

It should be delivered with much attention to audience

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Hollywood production system

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Hollywood movie organization - crew

Director: storytelling, creative decisions, looking after acting

Assistant Director: shooting schedule, logistics of the production. Severaltypes of AD - different responsibilities.

casting director: finds actors through actors audition

location manager: finds and manages film locations. Pictures are shot inthe controllable environment of a studio sound stage.

production manager: production budget and production schedule

director of photography: cinematographer supervises the photographyof the entire film

director of audiography: supervises the audiography of the entire film

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More Crew. production sound mixer

sound designer

Composer

production designer

art director

costume designer

makeup and hair designer

The storyboard artist creates visual images to help the director

The choreographer

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ROI

Name of The Movie Budget Revenue ROI

Lord of The rings $111 million $1.1 billion 1008%

Theres Something About

Mary

$31 million $370 million 1094%

The Hangover $36 million $467 million 1197%

My Big Fat Greek Wedding $6 million $369 million 6050%

E.T. the Extra-Terrestrial $25 million $793 million 3072%

3 Idiots $7.81 million $75.6 million 867.80%Ready $8.92 million $40.14 million 350%

Enthiran $35 million $77 million 120%

El Mariachi $7,225 $2.04 million 28148%

Source: International movie database, wikepedia and hollywood box office

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El Mariachi

Mexican-American action film released in 1992

written, produced, directed, edited and cinematography done by a 23 yearold Robert Rodriguez

Spanish movie shot in the northern Mexican border town of Acuna acrossfrom Del Rio, Texas

Most of the actors in the movie were his friends and relations who workedfor free except the heroine and the movie was shot only in 14 days.

Budget Box office

collection

Return on

Investment

$ 7,225 $ 2,040,920 28,148 %

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Way forward

He wanted to sell the movie it in the local Mexican video market

Dropped a trailer at Hollywood talent agency, International CreativeManagement(ICM). Robert Newman, director of special projects at ICM,was impressed with his work.

Columbia Pictures under John Singleton have signed Rodriguez forworldwide distribution rights of El Mariachi

Also signed 2 films as sequels to El Mariachi later released as Desperadoin 1995 and Once upon a Time in Mexico in 2003.

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Robert Rodriguez journey to El Mariachi

In his early childhood, Robert Rodriguez developed a passion for movies watchingthem at San Antonio revival Olmos Theatre with his mother.

Not good at studies in school

From Ray Harryhausen books, found he needed at least a 16 mm camera to make

movies

He started making Claymation movies and little action comedy movies starring hisfew or all of his 9 siblings.

scholarship to join the University of Texas at Austin but he didnt get a seat in filmdepartment because of his low GPA

3 short movies David and his Sisters, Waterlogged and Austin Stories won fewawards including National Third Coast Film and Video Festival based in Austin

Bedhead made for $ 800 starring his siblings had won him several first placesamong the fourteen film festivals

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Money and the script work of El Mariachi

Drug test on his body at the drugs testing organization, PharmcoResearch Hospital Hotline

Done before for 4 times for financial reasons

A speed healing drug test - 1 week - cutting biopsy out of his backarms leaving scars on his body

antidepressant drug test for 9 days for $ 1000 and to Camcorder.

4th time, for finance ofEl Mariachi, for $ 3000, for a 1 monthstudy also written the script of El Mariachi.

Red 11 and some humiliating scenes

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Project Selection

S.NO Project management

phase

Film industry jargon

1 Project Selection Deciding on the movie

1 Defining project Development

2 Project planning Pre-Production

3 Project execution Production & Post-

Production

4 Project delivery Marketing & Distribution

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Technical RiskThis risk was not there with the El Marichi project because it

was a very low budget movie without much use oftechnology.

Also the success of the project was much dependent on thescript and direction than on technology.

Also the techonology revolutions are not so drastic inHollywood industry so that it would change in days.

Finacial Risk

As the investment is very less, the exposure to financial riskwas also very less.

As Robert has discussed about the project costs with hisprofessors at film school in advance, the chances of runningout of budget was also very less

Also even if the movie doesn't come well, the local spanishvideo market normal rate of offering for an average moviewas more or than equal to the budget of th El Mariachimovie.

Safety Risk

Robert has chose the hometown of his friend Carlos, Acuna,the city which they were aware, removing the safety risk tothemselves and actors

Although they have used equipment like guns, they have

took permission from mayor and have used them under thesurveliance of police.

Quality Risk

As Robert was a independent film maker and 'El Mariachi'was his debut movie, he had no reputation to put at stake

As Robert had written script well in advance after estimatingthe assets he possess, the chances of low quality has faded

Also after borrowing camera, he had enough sample videoscovering the footage of his wife running to ensure quality

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Commercial factors

Expected ROI

Robert taught that he would need atleast two

movies for practice before making a good movie.Hence he was not expecting much ROI on theinvestment. But he was sure of getting more than 100% ROI in local spanish video market

The chances of expected ROI getting down was veryless because an average movie in the local marketcan be easily bought at $ 10,000 which was higher

than budget of movie

Paybackperiod

Robert has planned to complete the shooting in 14days only. He would few days for post productionand then wanted to sell video in spanish market.

As Robert has already worked for shooting thebehind scenes for a movie in Acuna, he was well

aware of the no of days for the period. the settlement in the industry was one time

immediately after the delivery and hence El Mariachihad very good pay back period.

PotentialMarket share

Robert was not all looking to attract a market shareof audience for his movie rather he was looking forpractise with minimun ROI.

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Operational risks

Need oftraining

Although all the actors were acting for the first time,

Robert didn't want to train them beacause he feltthat the trained artists may sound artificial.

Also he made script in such a way that it would bevery easy for the new comers to follow withouttraining.

he didn't share the total script with the team, heonly explained scene they are supposed to act at

that moment. Also as the shooting length was only 14 days,

Change inteam size

andcomposition

All the actors in the movie except the heroine haveaccepted to act for free which shows their spirit towork in the team.

Most of the actors were his friends or relations so there are very little chances for change in size

and competition

Change inenvironment

or service

14 days of shooting was too less to have any suchchanges

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AlternativesTotal

Score

Profit Potential

(0.3)

Recognitio

n (0.2)

Skill

Improvemen

t (0.25)

Time to

Market

(0.05)

absence

of risk

(0.2)

ST(0.2) LT(0.1)

El Mariachi 0.445Very

GoodFair

Very

GoodVery Good Good Fair

Short movie 0.305 Fair Poor Good GoodVery

Good

Very

Good

other than

movie

0.205 Good Good Fair Poor Fair Good

Poor Fair Good Very Good Excellent

Weightage 0 0.1 0.3 0.6 1

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Favorable factors

Reality factor

Capable enough

Flexibility

Ease of use for the stakeholders

Cost Factor

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Robert Rodriguez: A Leader

He is a motivating and inspiring leader

He is a problem solver, He leads to overcomechallenges

He behaves with authenticity, fairness, honesty and

care and hence was trusted

He had close harmony with his every team member

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Robert Rodriguez: Project Manager

Robert was ultimately accountable for the success of theproject.

Robert Prepared project plan and budget for it.

He with the help of his friends effectively acquired the

resource for project.

He also Manage the project quality, risks and issues

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Scope Management

Project scope management is primarily concerned withdefining and controlling what is and is not included in theproject.

Concept Developmenta) Problem/need statement

b) Information gathering

c) Constraints

d) Alternative analysis

e) Project objectives

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Scope Statement

a) Establishing the projectgoal criteria.

b) Cost

c)Schedule

d)Performance

e)Deliverables

f)review and approval gates

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Scope management: Work Break down structure

PRODUCTION

Conception and

Funding

Scriptand

Dialogue

Budgeting and

Schedul

ing

Technical Crewappoint

ment

Direction

sound

costume

Cinematography

CastAuditio

n

LeadCasts

ExtraCasts

Music/Lyrics

Lyrics forsoundtrack

Musicscoring

Recording

Session

Shooting

LocationResearch

SetBuildin

gLocation

AmenitiesOn

Location

FilmingPostcompletion

Review

PostProduct

ion

FilmProcessing

Editing

Sound

EditingMarketi

ng

Releasing theMovie

Distribution

Release

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Project Team

Carloos Garlodo(Lead Actor)

Steve Mims ( Expert Advisor)

Peter Marqauardt ( Bad guy in Film)

Lina Santos( Lead Actress)

Juan Suarez ( Music composer)

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Risk Management

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Risk Identification Execution risk:

While writing the script, Robert has written dialogues for allthe actors except the heroine role

Reinol was studying in a school

how the things he kept on paper would actually look ok the

real screen e.g movie guns and real guns

Peter physically looked apt for the role of bad guy but couldntspeak Spanish

Financial risk Film ordering

Buying a guitar case

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Technical risk

Appropriate lighting for 16 mm camera

No idea about the working of 16 mm camera

Commercial risk

In the Spanish video market, the action movies with someMexican soap opera actress would be sold for good price

wanted to attract the crowds attention

Contractual risk:

The UPS truck brings the film late and wastes shooting time

On the last but one day to surrender the camera, Robert hadfew scenes to shoot in the sunset but rain spoils

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Risk Mitigation strategies

Accepting Risk

Minimize Risk

Script for the heroine after seeing the actor and assessing her

He shot all the scenes of Reinol in the beginning To eliminate the problems with real guns, editing in such a way

that make gun look as semi-automatic.

As Peter couldnt speak Spanish, he always passed slips in someway like cutting way to girl, keeping behind the boozing glass or

phone etc

ordering the film in small amounts at regular intervals ratherthan going for a one time buy.

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small city Acuna, he used 250 watt photoflood lights which areregular size light bulbs that fit in regular lamp socket and can givelight at 3200 Kelvin

For practice, he shot the footage of his wife running around hisapartment with aiming a shotgun at him. Both fast motion andslow motion and rehearsed the cutting.

Decided to jam pack the movie with action and a lot of movementand camera angles to make it look as expensive as possible andthen fetch a good price.

He under cranked the camera and shot at 8fps instead of 24fps sothat more light would hit the film on the last but one day.

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Movie Cost and Budget

Actors: All actors were friend of Robert and workedwithout any pay so it saved him a lot of money.

Property, Guns, Cars, motorcycles, guitars

Equipment, Stock, sound : he used Camera Arri 16S, whichwas very noisy, so He had to use it very efficiently.

He used Kodak 16mm film. He had only 400 ft magazine,so it had to cancel shooting some less important scenes.

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El Mariachi was shot in Acuna, Mexico. The film wasdesigned to be filmed on locations they could get forfree.

They had to shoot everything in 14 days, So He haddone lots of pre-planning to shoot within time.

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Budget Approach

Bottom up approach

Budget Contingencies -

- Project scope may change

- Cost estimation must anticipate interaction cost

- Normal conditions are rarely encountered.

- Murphys Law is present.

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Final Budget spending on ElMariachi

Stock

12 400 ft Rolls Kodak7292(Indoor) $1,140.00

13 400 ft Roll Kodak

7248(outdoor) $1,170.00

1 100 ft Test Roll (B+W) $146.00

Subtotal $2356

Processing

25,400 Ft Roll,( 13 c per foot) $1,300.00

1 100 ft Test Roll $23.00

Subtotal $1323.00

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Miscellaneous

Acting Fees $225.00

Used Guitar Case $16.00

3 Sheets Diffuser Gels $15.00

25 Squibs $50.00

Blanks(Machine Gun) $50.00

Knick Knacks, Lens Cleaner Kit ,

Extra blub, etc $122.00

4 rolls 35 mm Production Still

film $18.00

10 Maxell 11 Audio Cassettes $23.00

6 197 Ampex 3/4" BLA 60's $103.00

Subtotal $622.00

Post Production

Video Transfer with overall Color Correction(

28c/ft) $ 2.824.00

Grand Total$7,225.00

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Project Scheduling: Gantt Chart

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Project Closeout

Film-Mex video - owner Mr. Frank Cinelli for selling his moviebut they have not shown enough interest in the movie.

Mex-American distributor and met Mr. Javier who on seeing the

trailer offered $ 25,000 for the movie. But Robert has notimmediately given away the offer and decided to wait for bettervalue

Went to other distributors like Million Dollar Video, Tel-Star and

Cine-Mex but none of them has shown enough interest in buying.

Million Dollar Video, they tried to pretend very busy and makinga huge favour to Robert by buying his movie at a very cheaperrate.

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Dropped a trailer at International Creative Management (ICM)the biggest talent agencies in the world.

The agent of ICM, Robert Newman was very impressedwatching the trailer and his short film bedhead.

Soon the other members at ICM watched the movie and Robertbecame a well-known person at ICM.

The video got shared to other very big studios in the marketand word of mouth publicity has spread across the industry.

Finally Columbia pictures heard bout Robert and shownwillingness to take El Mariachi and sign 2 more pictures.

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Finishing the work:

Columbia picyures paid about $ 250,000

The movie had to be converted into 35mm before releasing.Hence Robert had to do post production work again to

convert the entire movie from 16 mm to 35 mm.

Although the Columbia offered him different music duringthe 35 mm blow up, he declined the offer saying that hewanted the movie to remain as a $ 7,000 budget movie.

He worked almost 14 hrs a day on the post production workto completely convert the 'El Mariachi' movie from 16 mmformat to an 35 mm format.

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Handling over the product:

As a 35 mm movie, he handed over the product to Columbia

pictures.

Successfully shown at Telluride and Toronto film festival andsun dancing film festival got the comment notgetting to seesuch movies in recenttimes.

Other distributors have approached Robert offering moremoney than Columbia pictures he rejected the offers.

Finally on February 1, 1993 the movie got released in the

international market.

He has received endless calls from new channels, critics andaudience who liked the movie very much. 1.5 million dollarsworth of videos have been sold in the market.

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Harvesting the benefits:

He has become a very famous name in the Hollywood industrywith a single movie.

He got offer for continuing to make the Mariachi series oftrilogy which he utilised later to make Desperado and once

upon a time in Mexico.

He made an obscure little movie called Roadracers a coolfunny film to learn the 35 mm movie making and handling theHollywood crew. 13 days - 586 camera

Started 10 minute film making principles

'El Mariachi' has turned out to be more mythical than everRobert has imagined it could achieve.

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Trailer video of Elmariachi

Roll the mouse over video and click to play

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Reference44

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Thank you

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ElMariachi_PMproject_Group3

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