Agents & Managers, Part I

Class notes

Panel - Wednesday, January 27, 2010

USC School of Cinematic Arts/Writing Division

Course: The Business

Professor Frank Wuliger

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Guests:

Seth Jaret (SJ), CEO & Producer, Jaret Entertainment

Jennifer Levine (JL), Exec Producer & Agent, Untitled Entertainment

Moderator: Frank Wuliger (FW), partner, The Gersh Agency

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General notes: The work agents/managers do often overlaps. Agents generally have more clients than managers. Managers are generally more entrepreneurial; SJ works from his residence.

Both agents and managers look for writers who have a unique voice; they also often feel a strong connection with their clients. It's a commitment, similar to a marriage. FW receives 800-900 emails every day and as many as 150 phone calls; because he is so busy he has less time to talk with clients; when a project needs his time he may talk to a client several times in one day.

Managers spend more time with each client; they are also allowed to produce. They serve as creative advocates for their clients. According to SJ, managers are no different than producers, they package the project and put the pieces together.

Agents are competitive; managers are neutral (Swizerland). Managers are friendly and produsorial (?spelling).

There's an old saying: "You don't need an agent until an agent needs you." Managers can be very helpful to writers who are beginning their careers. They often groom a writer and then may help them find an agent.

Why should a writer have both an agent and a manager?

Having both brings an extra level of energy.

There are two people are promoting and selling the writer's work

Both are trying to find writers whose work they are excited about; both want to exploit the writer's work (exploit is a good thing).

Managers often play a creative role, telling their clients--"That's a good idea" or "that's a bad idea." Many managers accept fewer clients than agents do and have more time to help their writers develop their voice and create their brand. Managers are trusted sounding boards.

Managers also love working on story and becoming involved in each new project as early in the process as possible (before 1st draft; JL has welcomed one of her clients who brought a story idea to her that had been written during a meal and was scribbled on a napkin).

Because of the many layers present in agencies, a screenwriter who writes a book will work with more than one agent; while a manager is able to work with their clients on features, TV, novels, comics, and writing for the theater. A manager is the constant in a writer's career.

JL has guided screenwriters through eight versions of a screenplay; she also mentioned the importance of hearing one's work read aloud. She has called actor/clients & other actors to hold a reading of one of the final drafts of a client's screenplay.

Agent vs. manager: An agent is busier, lawyerly, negotiator, FW can often be priest/big brother/coach in one phone call

Manager: Under a manager's guidance careers evolve & change. The writer may write screenplays then fiction and then write for the stage with a different agent for each genre; a writer may work with one manager throughout their career.

SJ: Has a sixth sense when he reads a good screenplay: "It feels like a movie, it has sizzle." He says "Talent really does shine and stand out. We (managers/agents) all can see it and embrace it."

Good agents/managers: They give feedback & don't just tell you they love everything you write. And they can articulate why they do or do not like your screenplay.

An agent is like a ship's captain. When a project is ready to be sent out he will review every contact he has, draw upon all of the knowledge he has to determine the best places to send the screenplay and set up meetings; from the hundreds of choices and meetings he hopes to receive four phone calls from people who are interested in the project.

Agents & Managers Part II will include: Signs to look for even in an early meeting to help determine if a manager is a good or a bad manager; general notes about what a good manager is looking for; etiquette & tips on what to do and what not to do in meetings. And the screenplay itself--what to do and what to avoid.