The ‘Other’ Movie Industry: How TOMI Brought Indie Urban Film to the NBA All Star Weekend
As anyone who is involved with the entertainment industry knows, sometimes you have to take matters into your own hands to make things happen. That is exactly what Tonisha Johnson did, starting her own company, TOMI Enterprises, in 2007. Not yet two years old, TOMI already has one successful film festival under its belt (there's a festival recap here), a second one in the works, and a wealth of resources set up to bring business knowledge to people in the entertainment industry. With a focus on minority and underground filmmaking, TOMI is setting the pace for showcasing and promoting emerging talents. Check out this inspiring and personal interview with Tonisha about the challenges and rewards of DIY business.'She's Got It' - Produced by Fear No Man Productions
Winner of Best Feature at the 2008 TOMI Film Festival.
Drew: Would you like to say a bit about your background, provide a context of your experiences and involvement in film culture and industry and how this led to the creation of TOMI Enterprises?
Tonisha: I started out as an intern with the Queen Latifah Show. I then went on to become an Audience Assistant for Change of Heart (NY). That was a hard job because we had to fill the seats for the show. I remember standing out on 7th avenue with yellow flyers in my hand. It was freezing out and snow was everywhere--people just walking by. And here I am begging to get them to come to the show. Now, when I walk in Manhattan and I see someone giving out flyers, I take them cause I always remember when.
As a journalist I’ve interviewed so many people—from celebrities to investigative journalism, that is where my involvement began. I remember when I would have to sit around and wait for someone else to give me the events to go to. In 2003, I just started my own outlet: Gesicamagazine.com: The Premiere Urban Entertainment Experience. (Gesica – pronounced Jessica). I remember the look on one of the Editors I used to write for when he saw me at the same junket. He was like, “Who are you here for?” I laughed and said, “Myself.” I figured that I had to start making my own destiny. I mean, I had the good content; I just needed the best outlet.
From there I started reviewing films and interviewing celebrities left and right. That’s what Gesica Magazine is: it’s the flashy, red carpet side of entertainment.
As a journalist I run across all kinds of people. I was mostly talking to people who would ask tons of questions, who would want me to listen to, read, and review their material. And then they would ask the same old question: How did you do it? Believe it or not that is a simple answer, but the response just doesn’t end there.
There were so many complaints I heard about the industry—from people getting screwed on a contract to not knowing enough to make informed decisions. Most of these people have read all the books from the 1st to the 5th edition, but still it’s not enough--things change so fast. I wanted to provide information that was consistent, constant and up-to-date. I knew I always wanted to start a business magazine but I then decided to start a business entertainment magazine – TOMI The ‘Other’ Music Industry. TOMIMagazine.com is the ultimate entertainment business magazine that focuses on highlighting minor/underground companies. It includes information on incorporating organizations, knowledge, financial advice, awareness, event news, business solutions and investment strategies. TOMI emerged as a vital business resource devoted to helping underground and minor businesses grow and flourish.
When that came to life, along with the Advisory Board, TOMI LE (Latino Edition – Coming Summer 2008) it was time to form TOMI Enterprises, and from TOMI Enterprises came the TOMI Film Festival.
TOMI Film Festival was founded in 2007 in an effort to build relationships between the filmmaker and the business of entertainment. Our mission is to supply the filmmaker with not just a financial means of celebratory satisfaction but a more structured business that will incorporate a multitude of actual on-hands work; an investment that will take the filmmaker to new levels of success and achievement.
Drew: I love that TOMI has situated itself as the other MOVIE INDUSTRY and at the same time this position seems to pose a number of challenges, most crucially the relationship, or lack of one, between the corporate world and underground filmmaking. How does TOMI want to help content makers and producers engage with film financing and distribution?
Tonisha: Film financing and distribution are major obstacles for any filmmaker, whether independent or major. Basically the filmmaker has to first help us with great content. It doesn’t matter if your film cost a million plus, if its garbage… well… there you have it. Once we have a good product, it’s easy for us to make things happen including distribution. Like our 2008 TOMI Film Festival. Our winners lucked out with IPEX View. The roster of outlets is incredible, and a huge plus for our filmmakers looking to gain exposure on greater levels. Accompanied by our TEAM TOMI, filmmakers now have the tools they need to not only gain notoriety for their films but they are in the right hands to come across financial assistance to further propel their project or develop relationships for new projects to come. It’s all up to the filmmaker. This is why it’s mandatory for both the TEAM TOMI and the filmmaker to keep a log of activity during their time together. We need to know how much advantage was taken from both parts of the party. Don’t get me wrong, TEAM TOMI is for the filmmaker, however, having a great film can also bring opportunities for the team as well.
Drew: What does TOMI offer emerging filmmakers in terms of coping with the pressures and mandates of the movie industry?
Tonisha: TOMI Magazine is the business of entertainment. It offers a world of information for the upcoming filmmaker and any other entity looking to exist in entertainment. So when the idea of doing a film festival presented itself it was hard NOT to say no. It gave TOMI the chance to actually implement the ideas that TOMI Magazine was all about: helping the artist. Now, we have a special edition of the magazine that is geared specifically towards the filmmaker. It comes out annually along with the film festival. Inside, we provide a slew of information, resources, interviews and more for the budding filmmaker and even the major players. Our focus is to help everyone in the business who has a need for knowledge.
Drew: One of the fascinating aspects of TOMI Festival is that the location is a roving one. In 2008, TOMI Film Festival set up in New Orleans. TOMI 2009 is taking place in Phoenix. What led to the decision to hold it there?
Tonisha: TOMI Film Festival runs alongside the NBA All Star Weekend, and Phoenix, Arizona is the 2009 Host City for this event. Why did we chose to coincide with this event? Well, the idea is to act as a distributor for the filmmaker. See, most artists in any sector of entertainment have to conquer their neighborhood in order to gain interest from a major company. The NBA All Star Weekend has massive exposure possibilities because over 400,000 people frequent that event. Even better, they’re from all parts of the world. Not just the country, but the world. So, when people view a film they can be from anywhere. We supply each patron with a card to fill out. These cards are then compiled at the end of the festival. Now, without having to take their film from state to state, with our festival the filmmaker now has factual information pertinent for marketing purposes.
Drew: How are you finding it running TOMI Enterprises, which is based in New York, and putting on festivals all over America?
Tonisha: As a journalist I’ve been to a ton of film festivals that can blow us out the water when it comes to money and magnitude. However, when we go to a different place every year, well, we are at the top of the heap because we do exactly what we say we do: forge new relationships. So when it came to putting together a festival in a different environment that was a challenge that we welcomed.
Drew: How does it work in terms of getting things set up in the host city?
Tonisha: Making constant calls and visiting the city before hand is key in this type of business. Relationship building is an even bigger priority. It takes a TEAM of people from the host hotel to the venue to put this together, even if we are starting a year ahead each time.
Drew: Submissions for TOMI 2009 begin in August. Would you have a word of advice for anyone who would like to submit a film?
Tonisha: Be ready. Time waits for no one.
Drew: Five years from now, where would you ideally like to see TOMI?
Tonisha: You know, I remember that question from college. Of course I should say something like, “In everyone’s hands.” However, that isn’t my style or my goal. Ideally ... “making a difference.” And I’ll leave it at that.
Film Acquistions • Film Festivals • Film Distribution • Independent Producers • Indie Film • Indie Websites • Urban Film •
