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Producer Profile: C. Rich Wilson - Founder-Producer: Apostrophe Films
by Christine Purse

C. Rich Wilson is the producer of “Step Into Liquid”, “Dust To Glory” and “High Water.”

Chris Purse caught up Rich in the final stages of post production on “High Water.”

HDE: You’ve done three incredible but very challenging movies. How did you become a producer?

Wilson: To be honest, it was kind of dumb luck. I was a director of a company that financed a number of different projects. These encompassed some entertainment properties, telecom and products that included 3D films for amusement parks. I had helped to grow that company and take it public. While that was a white-knuckle adventure, I definitely wanted a more creative career. One of the projects that the company had already begun to finance was “Step Into Liquid,” directed by Dana Brown. Everyone knows that getting through any movie is hard work, and “Step Into Liquid” was definitely not exempt from the usual lot of misadventures. Towards the end of a fairly long production and edit, many had started to loose sight of the potential. So basically, Dana and I went into battle together, finished the thing and got it into distribution. It eventually became something special that people seem to care about. It served as a launching pad for the now two films that would follow.

When “Dust to Glory” started to take shape, Dana and another producer on “Step,” Scott Waugh, asked me to come on board and help. “Dust” was an even bigger adventure in a totally different way. We got through it and made what I believe is more than just a successful film, it shows our maturity as filmmakers, certainly, Dana’s. Right after “Dust” was released, it just seemed natural to create an entity under which we could house a number of projects. Not just our projects, but other filmmakers as well. I am also interested in leveraging some of the methods we’ve developed for making great films while mitigating financial risks. We hope that in very short order, there will be a clear understanding of what an Apostrophe Film is all about. “High Water” is the first start-to-finish Apostrophe Films feature film.

HDE: What would you describe as an “Apostrophe film?”

Wilson: Apostrophe will primarily, but not exclusively, concentrate on non-fiction action films across several genres, and we have a number of projects in process. We’ve produced commercials (for BFGoodrich, and Microsoft), and are developing a narrative script as well. We want to keep working on things that excite us and inspire the audience; projects that address the beauty of life in unexpected places.

HDE: High Water’s world premier is coming up at the LA Film Festival. Can you give us details?

Wilson: Sunday, June 22nd, will present a rare opportunity for an advance look at “High Water” before it’s released later this year. And, it’s cool to be part of the LA Film Festival, in a beautiful outdoor venue, the Ford Amphitheater. Though we’ll definitely still be polishing up the film following this screening, I think this might be a perfect setting to see this film. ww.lafilmfest.com

HDE: What is “High Water” about?

Wilson:“High Water” takes place during the ultimate surf challenge, the final 3 stops on the pro tour during The Vans Triple Crown of surfing, held on the North Shore of Oahu every year. When Dana first started kicking this idea around, the thought was that people sort of think they know about the North Shore or at least some stereotype thereof, but we find that actually, very few people really get to see into its heart.

Every year, this tiny little town on the north shore of Oahu with but one hotel, one traffic light and a single lane road lined with domesticated chickens, gets overtaken with hundreds of photographers, global media outlets, endemic gear & apparel brands, adoring fans, and of course the largest global collection of the world’s greatest surfers. Every surfer is here to make a name for themselves in one way or another; to have their picture taken in good sunlight on a pretty blue Hawaiian-faced wave, win a pivotal event, or just compete well on a big scary day in this mythical place. It’s a wild scene. And yet in spite of its country beauty and other-worldly waves, you really can die here, it is fantastically dangerous, and these unparalleled breaks that are condensed into one 7 mile stretch, become either a blessing or a curse for myriad reasons to the surfers and the community every winter.

“High Water” is six weeks of shooting 5 cameras, three Vans Triple Crown contests, lots of action, lots of peril, lots of triumph, lots of beautiful cinematography, many new discoveries and many heartfelt moments; all of which defy the common understanding of the place. Ultimately, one of the main themes of “High Water” is the paradoxical notion of paradise lost or paradise found. But it also speaks a lot to the Hawaiian culture and the balance they must strike between preserving their heritage and acclimating to the undeniable opportunity that converges on the north shore every winter.

HDE: Are there themes that run through these movies?

Wilson: Every film is different, but often our approach is to shoot action beautifully and look at the human stories that naturally have universal themes. “Dust to Glory” for example emphasized the perseverance it takes to finish something you start, and the bonds between fathers and sons among others. “High Water” seems to be about a unique Hawaiian culture that for centuries has held ground on its roots yet paradoxically serves as a mecca for one of sport’s most commercial gatherings.

“Step into Liquid,” was just about having a passion for living and having fun; and in this case using surfing as an instrument with which that passion could manifest itself. That all of that happened in a way that seemed to defy stereotypes, while affectionately adopted by the filmmakers, was not exactly planned.

HDE: You have built incredible partnerships with major brands across all of your features, what about on “High Water”?

Wilson: Yeah, we naturally sort of know what we need going in order to sign off on launching the show, whether it be funds, or barter, or, high level marketing and so it’s always kind of fun to look at whomever is at the table see where the areas of interest may overlap without affecting what Dana wants to do with the story.
-With High Water, our primary sponsors are Vans & Quiksilver. Quiksilver has been with us since the beginning and they have been terrific, and Vans came in after we started production. Vans, who recently celebrated their 25th year of the Triple Crown, has been a great partner. Our trailer is actually on their site at (www.vanssurf.com/highwater/)

But we’ve also been fortunate enough to have worked with Microsoft, BFGoodrich, Adobe Systems, Kodak, Honda, Red Bull, Toyota, and others to support not only our films, but the subjects themselves.

HDE: What does Apostrophe have in the pipeline?

Wilson: For many years, Dana & I have been kicking around a film about the Latin American sport of baseball and subsequent influx into the majors. It’s tentatively called “Beisbol”, and is originally photographed in the lush countries of Cuba, Puerto Rico, as well as the US. The film starts in Cuba and follows through a fanatical obsession and love of baseball, but at its heart, it’s about the contrast in cultures and the difference in lifestyles of countries and players as we track often opposing definitions of the dream.

Wes Brown, (Dana’s son and a filmmaker in his own right) and TJ Barrack are developing a feature set in the world of Polo, which is as much about relationship with the horse and rider as it is about the game. The sport of Polo is so rich in history; it began with Genghis Kahn who had his soldiers play polo as a war training exercise. But, they used the heads of corpses instead of a ball. Cut to the other end of the spectrum; today it has become a playboy’s sport of kings around the world. And of course, the glamorous world of polo is a fantastic backdrop.

Apostrophe is in pre-production for “I’m With The Band.” Pamela des Barres’ page-turning autobiography and account of the rock n’ roll universe during the 60’s and 70’s, “I’m With The Band” recounts a rollicking time and place as well as her romances and dalliances with the rock-stars of the day. Emmy winner and Oscar nominee Vince DiPersio is directing “I’m With The Band.”

HDE: Thank you, there is great excitement about “High Water,” and all of us at HD EXPO wish you the very best of luck with Apostrophe.

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