An Interview With Frank Capri

In order to get a better grasp on the importance of, and certain approaches to, negotiation, I had the pleasure of getting Frank Capri’s opinion on the matter. Frank is a well-known, fashion photographer who’s had a lucrative career since the early ‘80s and been seen in global publications. In addition to this, he is an accomplished writer, and currently producing his first documentary film - a biographical piece about the Vietnam War and Frank’s struggle as a conscientious objector. He currently resides in New York, and in his free time he enjoys studying theoretical astrophysics, attending movies, and spending time with his wonderful 11-year-old son Neil.

I had the pleasure of working with Frank as his assistant, film office manager, and part-time babysitter to Neil, from January to April of this year. He is a man who truly knows himself, what he wants, and the boundaries that he is comfortable with in achieving his goals. The biggest thing I noticed about working with Frank was that he was very stern in his beliefs and the things he knew to be true, but was very open minded with his negotiations, wanting things to be comfortable for both parties. I knew having a more in-depth look into his ideals on appropriate negotiation skills would be invaluable.

If you would like to know more about Frank and his body of work please visit http://frankcapri.com/

Amanda: When you are trying to negotiate a deal, do you find that using objective criteria (factual numbers, prices, statistics, etc.) is a useful tool that helps sway potential clients or partners, since they are faced with more than just your opinion?

Frank: Yes, I feel factual numbers, such as specific prices are both useful and fair to potential clients.  When I use objective criteria, I don't do it so much to sway them, I do it for ethical reasons, which turn out to be practical. For example, by giving out factual numbers and prices ahead of time, the potential client gains more confidence in taking the risk of the investment, and they show more trust in me, which is invaluable for our collaboration.

Amanda: Do you find that working from the angle of positional bargaining or mutual benefit has yielded better results for you when trying to negotiate? Does it simply depend on the other person and what you feel is best for the situation, or do you always try to make the negotiation yield mutual benefit?

Frank: I like the approach of keeping an open mind.  I tell my interns, as well as my son, Neil, that there is "no no" - only "yes" or "maybe."  The goal is not domination; it's reconciliation (a "win-win" situation).  Whether it’s in business or in a personal relationship, my goal is to make the situation mutually beneficial.  I come into a business collaboration with a plan, but then I plan to be surprised.  I adapt.  I'm always seeking the middle, between planning too much and not planning enough.  Having no position or plan, to me, is like being in a rowboat without oars.  And the danger of over planning is that you try to force a square peg into a round hole.  Again, I favor the balanced approach - plan, but plan to be surprised.

Amanda: A BATNA, or better alternative to a negotiated agreement, has been called one of the most important concepts in negotiation theory. When you are talking to potential investors or clients, do you believe your BATNA is simply moving on and finding the next person? – While working for you, I know our plan of action was marking people off the list and moving on until we found the appropriate investor who saw the potential in the film.

Frank: I trust my instincts, and if my instincts tell me that I'm dealing with more negativity than I'm comfortable with, I end the negotiation with that individual in a considerate manner.  If the negativity is very strong in the early stages of negotiation, I've found that in the vast majority of times, things go from bad to worse, that it doesn't pay to invest more and more time and energy into a draining situation. Therefore, I cut things off, and never go to war with negative individuals.  I like keeping the peace (inner peace and peace with others) and moving on.  All my actions stem from positive energy.  I realize that many force themselves to negotiate with extremely negative people and accept extremely negative situations in order to gain a stronger foothold in business.  That is clearly not my path. I would rather cut my profits than cut my sense of well being.

Amanda: Do you ever feel like changing your main goal would be an acceptable solution to a negotiation or deal being turned down?

Frank: It depends on how important my main goal is to me during that particular negotiation.  One of my main goals as a photographer was to get published in prominent magazines, but when the means to that violated my ethics, I dropped my main goal.  For example, two of the most lucrative commercial clients I had the opportunity to work with were cigarette and fur companies.  However, I felt so strongly against promoting smoking and/or the killing of animals for fashion, that I declined the high-paying work and the chance to have consistent national ads run in high-profile magazines with my photo credit alongside the images.  When there is not an ethical conflict, however, I will talk out the possibility of dropping or modifying my main goal.

Amanda: How important would you say self-confidence is in being able to appropriately communicate to, and negotiate with, clients and potential business partners?

Frank: Self-confidence, in my opinion, is a vital part of success and negotiating skill.  One of my photo subjects was Donald Trump and I remember hearing him say that he very rarely met a successful person who lacked self-confidence.  Some of the key elements that build self-confidence are following one's passion; mastering one's craft; staying positive and persistent; and developing the habit of turning adversities (which we ALL experience) into advantages. Once you develop self-confidence, you increase your power of negotiation, and you tend to enjoy life more.  Self-confidence affects the way you view yourself, the way you treat others, and the way you view life.  It's a form of positive energy that attracts success, career success as well as inner success. 

Guerilla Tactics

There are many different paths to take in the entertainment industry that can lead you to success, and no one can really say which is the best. Different tactics work for different people, and sometimes, it’s just about being in the right place at the right time. That was one of the biggest things that was stressed to me in my final months of film school, as I was trying to prepare myself to break out into the scary realm of job hunting. As unfair as it seems, my classmates and I were taught that sometimes it doesn’t have anything to do with how well your resume looks, sometimes it’s simply about being around when someone needs help. And sometimes it’s just about sticking out to a person; having a certain trait that makes them remember you.  We were told that nine times out of ten they most likely would not sift through a giant pile of resumes on a blockbuster film searching for production assistants. They might take a stack of them and choose the five best looking resumes or most memorable people, but not all would be meticulously scoured as they sought out those with the best credentials. And even then, they may not be looked at at all and two people who happened to be near set that day may be chosen for the job because they were there when the opportunity arose. Sometimes in the world of film, there’s just no time for searching, so you choose someone in the here and now that can assist you.

In order to help with this, you can employ some less traditional though no less successful tactics. Namely, just show up. While not every production will be as welcoming to those wandering by, or eagerly jumping on them to help out, the more productions you put yourself around the higher your chances are of someone needing a helping hand. Don’t purposely get in the way, but ask around to see if there is anyone you can help. Bring your resume just in case. You don’t have to carry it around and flash it in everyone’s face, but make sure you have it handy to prove you know what you are talking about (sometimes no one cares if you do, but it’s better to be safe than sorry.)  This is a lot easier to do than you think, especially if you live in high traffic production areas such as Los Angeles or New York.

My second night living in Brooklyn, I was wandering around my soon-to-be familiar neighborhood with my sister when we noticed a lot of bright yellow signs posted on the lamp posts around us. Upon looking at them we realized they were shooting notices for Pan Am saying that the streets would be closed off to traffic. Had neither of us had to already work, it would have been very easy for us to walk down to the set and see if they needed some extra hands. The mindset that you need to have is that the worst thing they could have done is say no. And if they do, then you tell them thank you for their time, see if you can leave a resume for the future, and move on. There will be other opportunities for you. But if they say yes, then you have yourself a small gig, a connection, and possibly even some pay.

Just last week an old co-worker of mine happened to be shooting some photos down in DUMBO when she literally wandered onto the set of White Collar. While she had no interest in asking to help with the set for the day, they did welcome her with open arms, all shared a laugh, and she was able to meet and get some pictures of the cast. No one was cruel to her about it, and had her intentions been for set work, there is a highly likely chance they would have said she could stick around, even if it were just to watch for experience.

Another example I was told of this tactic working was when a professor told my class of a former film school student of his who was in downtown LA one day scoping out a particular set he wanted to be on. And in a very bold move (I’m not sure if I recommend being this bold) he climbed the fence to the set and just started working. When they noticed that he wasn’t part of the crew, he handed his resume to the director and ended up becoming his personal production assistant, which is the job he was really seeking. By already proving himself as a worker and impressing the crew over how much he genuinely wanted to be there, they accepted him as part of the team and quickly put him to work. He was able to jump-start a successful film career just by putting himself exactly where he wanted to be.

I can’t guarantee that this will work, but I firmly believe when you are dealing with film, there are no wrong paths. You can never be too shy to try one, if someone says no to you that is okay. However there are sites out there if you think this is a tactic you want to utilize for yourself. The first mainly keeps track of Los Angeles, Louisiana, and New York, but I find it to be almost invaluable if you live in these areas and want to be able to check out a set here and there. Just go to Before the Trailer’s daily filming page. Another resource is On Location Vacations which cover a much more broad range of locations and sightings. And I’m sure there are magazines and periodicals that you can subscribe to or pick up at local newsstands, which may help inform you of larger film projects and when they are coming to your area.

The Billionaires Club

Epic super hero film “The Avengers” has officially been inducted into the world’s list of the highest grossing films of all time, ranking in at number three. Not only is it breaking this U.S. record just a month after opening, but it’s also taking this spot on a global list as well.

What does it take to be a top grossing film in today’s market? It’s a list that has always fluctuated, having to take several things into consideration including the price of tickets has increased, there is a substantially larger number of theaters on a global scale, the value of not only the dollar, but most world-wide currency has changed, and the world’s population is also markedly larger than when the film industry first started to bloom.

For twenty-five years, “Gone with the Wind” held the title for top movie, but in today’s film market, you can’t even find it within the top fifty grossing films. When you adjust this list for inflation, or the increases of prices over time in the economic world, this film once again finds itself in the number one spot. In fact, the inflated list, which is largely discredited because of the large time gaps between top films, has a much different look than the most recently and currently accepted list. In fact, only two movies remain on both – both belonging to James Cameron – “Titanic” and “Avatar”. These are two of the only non-disputed movies where critics and box office analysts can agree they belong on each.

Therefore, how much do these numbers really matter? And will they still matter in fifty years when the top contenders today will be considered too old to still be featured on the list, and will only be remembered for their financial feats when once again, adjusted for inflation. I feel that the numbers today are still not as significant as they once were, as less people are making their way out to the theaters with piracy more prevalent than ever, and they are simply a reflection of the rising cost of entertainment in today’s world.