Director's cut

| Print |  Email
Articles - July/August 2013
Monday, July 08, 2013


0713 FOB JomaFilms  
Anne Lundgren, co-owner of Joma Films
// Photo by Jamie Lusch

It can happen here. That’s the mantra of Anne Lundgren, co-owner of Joma Films, a film production company launched three years ago in Ashland. Movie production has already migrated out of Hollywood to other urban areas such as Portland, says Lundgren, a veteran of the software and film business in California. The next step, she says, is to push the industry out to smaller regional centers — i.e., Ashland. Aiming to build a movie making cluster in Southern Oregon, Joma has so far produced two films, including Redwood Highway, a road-trip movie for the senior set starring Tom Skerritt and Shirley Knight. Internet technologies and entrepreneurial business models are helping decentralize and democratize film production, Lundgren says. “In the past, investors had to break into studios at the $50 million level. Now there is a whole new industry developing around film entrepreneurs instead of individual directors.” Riding that wave, Joma hopes to create a “mini-studio model” turning out one low-cost movie a year, says Lundgren, whose husband, Gary, Joma’s other owner, is the in-house director; he is currently at work on their latest film, the $100,000 sci-fi thriller Black Road. The company is also reaching out to economic development agencies and investor forums typically associated with the tech industry. Historically, independent filmmakers didn’t think of themselves as business people, Lundgren observes. “They would make their art and then offer to sell it to studios. Our goal is to have a sustainable, repeatable and profitable business model.”

COMPANY: Joma Films


CO-OWNER: Anne Lundgren



BACKSTORY: This past spring, Joma won the $11,000 concept grant at the Southern Oregon Angel Conference. Redwood Highway, to be released this fall, is a partnership with Senior Cinema Circle, a company targeting the baby-boomer market; the film has been booked into 5,000 retirement centers around the country.

THE PITCH: “At the heart of all our movies are the characters and the relationships between the characters. The movies are geared toward a smart, sophisticated audience but are still entertaining.”


More Articles

Three problems with Obama's immigration order

Wednesday, November 26, 2014


By now, anyone who knows about it has a position on President Obama’s executive order on immigration. The executive order is the outcome of failed attempts at getting a bill through the normal legislative process. Both Obama and his predecessor came close, but not close enough since the process broke down multiple times.


Powerbook Perspective

January-Powerbook 2015
Friday, December 12, 2014

A conversation with Oregon state economist Josh Lehner.


Legislative Preview: A Shifting Balance

January-Powerbook 2015
Thursday, December 11, 2014

Democratic gains pave the way for a revival of environment and labor bills as revenue reform languishes.


Crowdfunding 2.0

Tuesday, December 02, 2014
120214-crowdfund-thumbBY LINDA BAKER

A conversation with attorney Erich Merrill about the latest way to raise money from large groups of people.


The 100 Best Companies survey is open

Friday, October 24, 2014

100-best-logo-2015 500pxw-1How does your workplace stack up against competitors? How can you improve workplace practices to help recruit and retain employees? Find out by taking our 100 Best Companies to Work for in Oregon survey!


Corner Office: Pam Edstrom

January-Powerbook 2015
Saturday, December 13, 2014

Seven tidbits of information from an agency partner and co-founder of Waggener Edstrom in Lake Oswego.


Editor's Letter: Power Play

January-Powerbook 2015
Thursday, December 11, 2014

There’s a fascinating article in the December issue of the Harvard Business Review about a profound power shift taking place in business and society. It’s a long read, but the gist revolves around the tension between “old power” and “new power” as a driver of transformation. Here’s an excerpt:

Old power works like a currency. It is held by few. Once gained, it is jealously guarded, and the powerful have a substantial store of it to spend. It is closed, inaccessible, and leader-driven. It downloads, and it captures.

New power operates differently, like a current. It is made by many. It is open, participatory, and peer-driven. It uploads, and it distributes. Like water or electricity, it’s most forceful when it surges. The goal with new power is not to hoard it but to channel it.

The authors, Henry Timms and Jeremy Heimans, don’t necessarily favor one form of power over another but merely outline how power is transitioning, and how companies can take advantage of these changes to strengthen their positions in the marketplace. 

Our Powerbook issue might be viewed as a case study in the new-power transition. This annual book of lists provides information on leading businesses, nonprofits and universities in the state. Most of the featured companies are entrenched power players now pursuing more flexible and less hierarchical approaches to doing business. Law firms, for example, are adopting new technologies and fee structures to make legal services more accessible and affordable.

This month we also take a look at a controversial new U.S. Securities and Exchange Commission rule requiring public companies to disclose the median pay of workers, as well as the ratio between CEO and median-worker pay. 

Part of the 2010 Dodd-Frank financial reform law, the rule will compel public companies to be more open about employee compensation, with the assumption that greater transparency will improve corporate performance and, perhaps, help address one of the major challenges of our time: income inequality.

New power is not only about strategy and tactics, the Harvard Business Review authors say. “The ultimate questions are ethical. The big question is whether new power can genuinely serve the common good and confront society’s most intractable problems.”

That sounds like a call to arms. Or a New Year’s resolution. Old power or new, the goals are the same: to be a force for positive change in the world. Happy 2015!

— Linda

Oregon Business magazinetitle-sponsored-links-02