Broken Trail--the book and movie--has broken new ground
for both cable TV network AMC, which is showing the first half of the new
three-hour movie this coming Sunday, June 25, and Fulcrum Publishing,
Denver, Colo., which has published the book ($14.95, 1555916058) written by the film's
screenwriter, Alan Geoffrion. (Geoffrion has written short
stories and screenplays and been in the horse business for more than 40
years.)
Broken Trail is AMC's first major original movie and
Fulcrum's "first real novel," Mike Dyer, v-p of sales and
business development, told
Shelf Awareness.
"It's been an eye-opening experience" to sell fiction, Dyer continued. In
"niche nonfiction," there's a leniency for a quick new title, but with
fiction, reviewers want galleys three to six months and more before pub date,
and reviewers continue to be biased against paperback fiction
originals, he said. Because the final version of the book was put
together only this spring, "We missed all kinds of cycles." And even
though many booksellers have asked for paper publications because of
the price advantage with customers, some were confused by
Broken Trail,
which is a paperback.
Dyer was also surprised by the initial "reluctance" of some accounts to
buy more than one or two copies of a book whose movie version has a $15
million marketing budget. Now at least, including sales through
wholesalers, the company has an estimated 30%-40% of stock in
independent trade stores, and Wal-Mart has taken 20,000 copies. The
book first shipped the week of BEA.
Featuring Robert Duvall and Thomas Haden Church and produced and
directed by Walter Hill,
Broken Trail the movie, which closely
parallels the book, takes place at the turn of the last century. An
uncle and nephew played by Duvall and Church are on a drive across the
old West, bringing horses to a representative of the British Empire who
wants them for use in the Boer War. On the way, the cowboys come across
a scoundrel who is transporting five young Chinese women he had bought
in San Francisco to take to mining camps to work as prostitutes. Dyer
said that "unlike a lot of Westerns, there is only a little
shoot-'em-up" in the film and book. "It takes a different tack. At the
core is the five women's story." The movie also is appearing at a time
when there has been a resurgence in the genre, particularly following
HBO's Deadwood series and
Brokeback Mountain. At least four more
Westerns will be appearing in the next year or so, including one
starring Brad Pitt as Jesse James.
Working with AMC was "great and very collaborative," Dyer said. AMC
will likely run the movie 20 or 30 times more during the summer and is
doing a "making of
Broken Trail" movie. Its marketing for the film
includes ads on the network, billboards in Los Angeles and posters on
many phone kiosks in New York City. Besides that, Duvall in particular
has been making the rounds of radio and TV shows touting the movie and
book, often bringing along Geoffrion. Last week the movie had a
premiere in New York City, which featured a paparazzi-lined red carpet
for stars like Duvall--and a discreet side entrance for cowpokes from places like
Fulcrum and
Shelf Awareness.
The project had an unusual genesis. A year and a half ago, Fulcrum
president and publisher Bob Baron and associate publisher and v-p Sam
Scinta were in Washington, D.C., in January and were casually invited
to a Super Bowl party "in Virginia." They went, and the party turned
out to be at Duvall's house. There they met Alan Geoffrion and learned
about the
Broken Trail movie project that Geoffrion had been working on
for years. The author said he had "roughed out" a manuscript and
wondered if Scinta might mind "checking it out to see if there was a
book."
The movie was filmed last fall in Alberta, and Geoffrion spent much of
the winter finishing the book. "We got the manuscript in chunks, and it
was finally put together in February and March," Dyer said.
Another interesting aspect of this project involves printing. The
book's printer, Malloy in Michigan, has promised a five-day turnaround
from Fulcrum order to the delivery to the company's warehouse, part of
an effort to encourage small- and medium-sized publishers not to
overorder initially because of the lure of lower per-unit costs. After a first
printing order of 20,000, Fulcrum has re-ordered weekly 3,000-5,000
copies, and the most recent order is another 20,000, putting the total
at 50,000. "The book's effectively been out three weeks, and we're on
our fourth print run," Dyer said with a bit of awe. "It's almost
POD."
As a result of this approach, Fulcrum has "about 80%" of the
Broken
Trail stock "in the field. We're not storing most of it." For the
company, it is "by far our bestselling title in years and the biggest
media opportunity in company history," Dyer said.
Now that Fulcrum has blazed a trail into fiction, it will publish two
more works of fiction this fall. "Sam [Scinta] always wanted to do
fiction, but was looking for the right time," Dyer said.