T.O. WEBFEST 2020: AN INTERVIEW WITH ADAM WEITNER

Sometimes you can’t find a proper studio to do the filming at because the price is too much or the studio is booked heavily or it’s not made for the projects that you want to produce.  The smarts of Adam Weitner who has founded and put the AstroLabs together in Toronto has enabled producers, filmmakers and directors to use a space that no matter the size of the project and at affordable prices.  The AstroLabs located on 629 Eastern Avenue is a place where you can get it all done and where the staff is there for your every need.

Soon to be speaking at the IPF Pitch Pit at the T.O. WebFest with Michael Evask, Adam Weitner will speak fondly of the new medium of web series and its future.  He will also be selecting the best-pitched web series and giving them a $3100 gift certificate for studio rental at AstroLabs and mentoring them along the way.  FERNTV spoke to Adam Weitner who took the time from his hectic schedule to speak to us about the AstroLabs and what makes for a great web series.

FERNTV:   Tell us first what inspired you to put AstroLabs all together?

Adam:  I was working in an agency, producing content primarily for social media, for several big consumer brands. We’d often be shooting something in our boardroom, using cheap lights we bought off eBay, and all I could think was how this could benefit from being shot properly in-studio. Both for the client/end-product quality and the sake of my sanity.

The trouble was, when I searched for studios that would offer the space and gear required and could be booked last minute (for a decent rate, to boot), I could never find anything suitable. The barrier to entry seemed insurmountable for someone like me who was producing content strictly for social media. It felt like existing studio offerings were not interested and were geared more toward commercial, or even bigger productions, and they were usually booked months out. 

It was clear to me that there was room in the market for a new kind of studio, and that’s where the idea for AstroLab was born.

Since then it has evolved a ton, and while it is still set up to support clients producing smaller-scale projects, it has ended up serving clients in the TV and feature world as well. We’ve had to adapt and go where the demand is to stay competitive and keep the lights on, so to speak.

FERNTV:  You are going to be involved with the T.O. Webfest this year and being involved with IPF Pitch Pit.  Can you tell us how you became involved with this?

Adam:  As AstroLab has been a supporter of T.O. Webfest for the past few years, I was invited to participate, and simply couldn’t turn down such an opportunity!

FERNTV:  Producer Michael Evask and yourself will only select five submissions that would lead to another round.  What are some of the things that you are looking for when it comes to a successful web series?

Adam:  For me, it’s all about topical stories, that speak to the times we live in. And certainly, stories that haven’t already been told, or if they have, are being approached from a new perspective.

I will also look at each submission with an eye for its potential to grow into a full-fledged series, favouring those that I feel have legs beyond web series.

AstroLabs in Toronto

FERNTV:  Tell us your perception of the future of web series?

Adam:  I believe that web series will continue to grow in importance for a couple of reasons:

1) younger generations have grown to expect instant access to “niche-everything”. They can get exactly the type of entertainment or information they seek, specific to their niche, at any moment. With that in mind, these audiences are seeking out unique perspectives that speak to them, and want bite-sized content that can be consumed without too much commitment. And they will be happy to consume it from wherever it lives, especially if the Google machine feeds it to them. 

2) web series will play an ever-important role in filling the gaping content hole that’s constantly being created by binge consumption of series content. Which is to say, more and more, I suspect the Netflixes of the world will be looking to successful web series’ they can pick up to help keep their content fresh and up to date, and feed the constant need for new shows to binge on.

FERNTV:    What do you enjoy most about your job?

Adam:  My entire life is a passion project, which is to say that I don’t have a job, in the traditional sense. I am involved in several things, from producing content, both corporate and narrative, to freelance photography, and of course, owning and managing AstroLab Studios.

That said, what I enjoy most about all of these passion projects, is that I am constantly surrounded by creative people and their energy. I feed off the energy of those around me, or on the flip side can be negatively affected by bad energy all the same. So to me, it is truly a blessing, and my favourite part of what I do, that I get to be surrounded by people who love what they do, all the time.

FERNTV:  Tell us some of the major things you are doing in AstroLabs that will make it safe from COVID-19?

Adam:  The biggest change at AstroLab, and it’s one I don’t love, is the removal of “community” and the implementation of strict, one production/team at a time rule. Before the shutdown, we would often have two projects shooting at the same time, in addition to projects using our post suites – lots of hugs and friends catching up in the hallways and shared passion in the air. For now, that has been changed, and we can now only have one production at a time so that space and the number of people allowed to enter can be controlled. This is hopefully just a temporary change.

We are also following Section 21’s Health and Safety guidelines, and expect the same from all of our clients. If you’re interested in all the “fun” details, have a look at our website here!

www.astrolab.studo