A Quote by Jonas Akerlund
I never get to think about myself when I do films. I started in advertising, so I always have to think about what my client and my audience things. If a film doesn't work, it's a big failure.
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I did sit in cinemas as a kid looking at English and American movies thinking, "Wouldn't it be great if the characters were like real people?" And the worst thing is films are constantly advertising themselves, drawing attention to their style of things. But actually I make films that I think are extremely sophisticated and cinematic. But you don't want the audience thinking about the bloody film. You want them to think about what's going on, and believe in it. Be flies on the wall, you know?
Advertising agencies don't care about a better world in the end. They are servants of their client: what the client wants is what they get. Their only problem is to not lose the budget. I think its a shame because advertising is so boring and it can be so interesting. They should ask more artists to make interesting campaigns.
I think that film festivals, we're very often given to understand, are about filmmakers and about films and about the industry of filmmaking. I don't believe that they are, I believe that film festivals are about film audiences, and about giving an audience the encouragement to feel really empowered and to stretch the elastic of their taste.
I think films are about having a good time, so I don't know that there's a message. The message of a film is always what a critic writes, and the fun of a film or the emotion of a film is what the audience feels.
There's actually a disdain for the conversation about audience in the art world. Artist to artist, if you say, "What do you think about audience?" they would probably say, "I don't think about audience, I only think about my work," yet the audience is such an important part.
I think about the audience in the sense that I serve as my own audience. I have to please myself the way, if I saw the movie in a theater, I would be pleased. Do I think about catering to an audience? No.
There are some things about myself I can’t explain to anyone. There are some things I don’t understand at all. I can’t tell what I think about things or what I’m after. I don’t know what my strengths are or what I’m supposed to do about them. But if I start thinking about these things in too much detail the whole thing gets scary. And if I get scared I can only think about myself. I become really self-centered, and without meaning to, I hurt people. So I’m not such a wonderful human being.
I think sometimes there are films where I understand what they are about, but there are also some mysterious areas in the film where I haven't got the whole image and I haven't got everything. And then it stays much longer with me, because I have to somehow put myself much more into the film to get it. And so this is what I'm trying to do with my films.
I'm working in a form of cinema that can be described, and has been described, as a diaristic form of cinema. In other words, with material from my own life. I walk through life with my camera, and occasionally I film. I never think about scripts, never think about films, making films.
Loving a film is like falling in love with a woman or with a man like you never expect it. It it's not the one you think you will be in love with, you know. You think always that he will be with a beard, and black, and big and finally he's Chinese and you know it's the same thing. There's something very organic about the film and if you forgot it, if you don't have this seed in it...this organic flavor in it the film doesn't work it's wrong.
I always had something to think about or draw from, which as an actor is a gift. The beautiful thing about film is that it gets so much closer than stage. I love stage and that's what I started doing and it's a beautiful art form in of itself, but in film you can move your eyes to the side and somehow the audience can fill in the blanks of what you're thinking.
You never know, until you put a play up for an audience, whether it's going to work. Things you think will work don't, and things you're not sure about work really well.
There's never been a film with Dr. Martin Luther King, Jr. at the center released in theaters. Ever! One does not exist. You've only seen tele-films and stage plays about him. Yet, we have big screens biopics about all kinds of people. So, I think it's only right that there be a full-length feature about Dr. King. I don't think there could be enough of them, but there should be at least one. So, here it is!
We see films all the time, whether they have access to all kinds of intellectual property or artifacts, and the one thing that they don't get is story. So I think whether you're talking about a biopic or an action film or a science-fiction film that has all the CGI in the world, if you're not trying to connect with an audience, it doesn't really matter.
When you're making a movie, you don't think about the outcome. That's something I'm grateful for: whenever I go and do a new project, I never think about the outcome. It's always just about the work at hand. That's the fun part. The other part is always something I've had a struggle with, which is promoting the film. I know it's important.
The counsel on public relations is not an advertising man but he advocates for advertising where that is indicated. Very often he is called in by an advertising agency to supplement its work on behalf of a client. His work and that of the advertising agency do not conflict with or duplicate each other.
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