TAA @ 10: Lucy Mulloy on Publicity

For this week’s Tribeca All Access® 10th anniversary alumni interview, we speak with Lucy Mulloy about how publicity has sparked her film career. 

Mulloy’s feature debut, Una Noche, premiered to rave reviews at this year’s Berlin International Film Festival, and followed that by winning the Best New Narrative Director, Best Cinematography and Best Actor awards at the Tribeca Film Festival. Her film also got a jolt of press when her two Cuban lead actors, Javier Núñez Florián and, disappeared before the TFF, revealing after the festival that they were seeking political asylum in the U.S.

In what ways has getting press helped your film?

We are really excited to be gearing up for Una Noche’s theatrical release in the New Year with IFC. Reviews and press are central in garnering the attention necessary to get people to take notice and come out to see the movie. It is really encouraging that people have responded so positively and that there is demand to see the film.

How do you approach having a public image outside of your art?

Any artist I know gaining recognition is generally very happy about it. I love what I do and having people come out to see the movie is an honor and a credit to everyone who made it happen. It’s great that people are hearing about the film.

Would you rather the art speaks for itself, or do you like to entice people into your unique artistic world?

I would rather people discover the story in the cinema. That's what I like to do. I don’t want to give too much away before hand. I always prefer the audience to experience the full ride of surprises and shocking moments while watching the movie, as opposed to knowing too much before going in.

There was a life imitating art controversy around the Tribeca Film Festival screenings when your two lead actors disappeared, that must have been a complete shock. Can you tell us about what that was like?

It was a shock. I was waiting for them to arrive and the night before Sandy Perez (one of the producers) and Dariel (the lead actor who plays Raul) called us and said that Javier and Anailin had gone to look at the shops two hours ago and had not come back yet. I was expecting them to turn up for the flight, but they didn’t. We were primarily worried about them because we had no idea where they were. I was glad that they were together. They play siblings in the movie but they actually got together as a couple when we were shooting. I spoke to Javier’s mother later that night and she sounded strangely calm, so that reassured me that they were okay because she used to get anxious about the smallest thing. Anybody who is planning something like this is not going to tell people about it. When Javier won best actor we got a phone call. That was a huge relief. I am happy that they are well and healthy. It’s a big life decision for them, bigger than any movie. I just want them to be happy

You always sound so natural in your interviews. What advice can you give to emerging filmmakers on how to do press?

Thanks. I would say take your time to consider the questions. Inevitably people will take your words and use them to convey what they want to hear or omit what they don't want to hear. Cuban politics is very polemic. There are a lot of strong opinions. Ultimately, I want my work to speak for itself - to show the complexity and layers of life and not be reduced to a sound bite.

How has your experience with TAA been helpful to you in respect to publicity for Una Noche? And how has TAA helped you more broadly?

TAA has been a fantastic support. Tamir Muhammad and Natalie Mooallem and everyone at TAA are very active in reaching out to filmmakers and helping them get through the hardest moments in producing and finishing their movies. TAA were involved from a very early stage. They organized industry meetings and introduced me to a lot of great people. Una Noche also won the Creative Promise Award through TAA, which helped us finish the film financially. Having the support of TAA is amazing because it is a highly respected institution to have behind you, but also on a personal level the institution is made up of passionate individuals who deeply care about each project that comes through their doors and emotionally supports, believes in and helps push projects through to completion and beyond. They were an incredible force in helping get Una Noche made and out into the world. Paul Brunick from Alt Screen and Tammie Rosen from Tribeca, amongst others, were also really amazing in reaching out to press and working with publicity company PMK-BNC who was Una Noche's publicist during the Tribeca Film Festival. They all did a really great job.

In regards to getting a film noticed, how much of this can you actually anticipate and lay the groundwork for and how much do you think waits to be seen upon festival release?

I had heard through filmmakers and industry people that it is crucial to spread the word about your movie. Such a lot of the attention for indie films is sparked on Facebook, blogs, Twitter and other social media forums. We worked hard as a team at every point since conception of the script and the work did not stop once we got into the Berlinale. We kept working and reaching out to people. We were really lucky to gain backing from TAA, IFP and from Calvin Klein Euphoria for the premiere launch party at Tribeca. I’m so thankful for their support. We had a fantastic party and a lot of great people came out to see the film and started spreading the word.

What are you working on next?

Una Noche Mas, the sequel to Una Noche, set in Cuba, is in development. I am also writing an English language script set in Rio and NYC, which I am also really excited about. It follows a young male character in denial of his real identity on a very intimate and twisted journey. I will be able to tell you more about it very soon.

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