OC/SD Magazine featured this article about New & Unique Videos' stock footage library.
NEW & UNIQUE DOES IT ALL
For any producer wishing to create and sell a special interest video, first ask yourself this one important question: What does it take to make a great video? According to co-president of New & Unique Videos/ Crystal Pyramid Productions, Mark Schulze, try for an original idea, make sure it's topical, get a national magazine tie-in, have a celebrity, and acquire sponsors to pay for the production, while also keeping the budget below $50,000. Schulze should know how to make a great special interest video. He and his co-president wife, Patricia Mooney, have together produced and assisted in over 150 video titles, many of them highly acclaimed. But their latest endeavor will probably be their most highly praised yet. As part of their latest in a series of mountain biking videos, New & Unique's just released "Full Cycle: A World Odyssey" takes viewers on a world-round travelogue adventure into some of the most exotic and awe-inspiring locations in the world. The husband and wife team describes "Full Cycle" as an "Endless Summer on wheels," spanning nine countries: America, Canada, Costa Rica, Greece, Switzerland, Great Britain, Tahiti, Australia and India.
The video features spectacular scenery, interesting cultures, exciting action and intriguing people. World Trials Champion Ot Pi performs some of his greatest bicycle stunts amid historical landmarks in Athens, Greece, while movie star James Hong of "Blade Runner" and "Wayne's World II" and his family take viewers on a fun-filled mountain bike ride through their Hollywood Hills neighborhood. The 108-minute video documents a variety of interesting adventures, including a ride through the Himalayas, a jaunt over a semi-active volcano in Costa Rica and a cruise through Switzerland's glacier-bound Alps near the Matterhorn.
Before producing special interest titles, Schulze produced corporate/ industrials with his company Crystal Pyramid Productions. Later, in 1985, he and Mooney founded New & Unique Videos and together have been enjoying steady growth ever since. However, in the beginning, it wasn't so easy. While one of their first two titles, "Common Sense Self Defense for Women," made a modest return at the start, Schulze says their other title, "Massage For Relaxation," has taken about ten years to catch on. "In 1985 we didn't have much of an ad budget and didn't know too much about distribution." He also notes that special interest distribution companies were a scarcity. Although, things have changed for the better. "Massage" is now being distributed worldwide and enjoying favorable sales.
Then in 1987, intrigued by the popularity of mountain bikes and being enthusiasts themselves, Schulze and Mooney decided to produce their first mountain biking video aptly titles "The Great Mountain Biking Video." As a true pledge for their love of biking, and each other, that same year they were married on their mountain bikes. Business-wise, the results of their efforts to procure sponsorship for the video were successful, although minor. Later, in 1989, they followed up the earlier biking video with a more advanced, technical version titled "Ultimate Mountain Biking: Advanced Techniques and Winning Strategies."
It wasn't until 1990 when New & Unique produced a bike race video, "Battle at Durango," the first-ever World Mountain Bike Championships, did they finally acquire a good number of sponsors. They actually made a profit before the video was ever sold.
Today, New & Unique sells a combined annual total of over 10,000 videos worldwide. Now they use a variety of different marketing channels and outlets, including self-distribution, industry-related magazine advertisements, major international distributors, catalogues, video stores and have become a proven success. Currently, Blockbuster Video is running a test sale of "Full Cycle: A World Odyssey."
When it comes to distribution, that's usually where vieo producers falter, according to Schulze. "It's a system that most people in our industry don't know. Producers often ask, "Now that I've got a show, what do I do with it?" Over ten years of trials and errors, we've learned what to do with it once it's produced. Even before we shoot, we know what the marketing will be. We know what our overhead should be to make a successful production. When you learn about distribution and feel comfortable with it, you con't have to get burned by doing an exclusive deal with somebody you don't know or don't trust. We know the right people, the players in the game." Schulze likes to maintain 100% control over his projects, and most of the time he does, except when selling in some foreign countries, such as Italy, the United Kingdom and Japan. With these countries, he receives an advance against the royalties. "I've almost become a lawyer in my abilities to negotiate contracts, because I've done so mahy of them for so many years."
New & Unique is also their own publicity counsel. Schulze and Mooney continually promote themselves by sending out press releases and mailing copies of their videos so they can be reviewed by major newspapers, including the Los Angeles Times and large circulation magazines, such as Billboard. Having videos listed in catalogues is another helpful promotional tool. Some of New & Unique's videos have even won Critic's Choice awards in Time/ Warner catalogues. Every possible avenue to promote their videos is explored, including library book and video lists, where librarians read reviews of new material for their shelves. "Almost all of our shows have won either first or econd place in international competitions, including Silver Telly's and New York International Film Festival awards. Just recently, "Full Cycle" won the distinguished Silver Hugo Award.
New & Unique Videos also serves as a consulting firm for those who need help with a contract, or any other step involved in creating and producing a title. Whether it's suggesting ideas on finding sponsors for funding, video production, technical assistance or helping to sell the finished production, Schulze and Mooney can offer their expertise every step of the way. While Schulze acts as the cameraman, director, producer and distribution and promotional department, Mooney works as the writer, voice talent, publicist and researcher. "We've saved serious producers literally thousands of dollars with our first hour of consultation," explains Schulze. "There are a lot of pitfalls to avoid."
Outside of producing videos, New & Unique also makes available its extensive video stock footage library. After a full year of traveling around the world shooting "Full Cycle," Schulze says their library has grown all the more. His subsidiary Crystal Pyramid Productions also offers state-of-the-art video equipment packages complete wtih an operator for competitive rates. From a Betacam SP camera player and recorder and a variety of audio systems, to lighting and specialized cameras and helmet mounts, Schulze says he has everything a producer needs to complete a production, including post services.
For the future, Schulze would like to become involved in more co-productions. "Steppin Out," an aerobics instructional and "Lessons in Cycling" were two videos co-produced offering successful returns. No matter what Schulze and Mooney do, they "would like to do it in San Diego. We would like to prove that without Hollywood, you can still be successful, and we are proving it all the time."
