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Mission Statement and Editorial Plan

October 6th, 2014 Written by | Comments Off on Mission Statement and Editorial Plan

Mission Statement

One the most communal experiences we have as human beings is getting the chance to sit down in a dark room with a group of total strangers and enjoy the same film. After a long day of work, school, or dealing with family issues, we all seek the distraction and escapism that a film provides us.

One very popular networking forum for film lovers is the ability to be able to go online and discuss your favorite films with other people. Online film reviewing is a fast-rising way for individuals to reach into their own inner critic. There are literally hundreds of blogs and online threads that give the regular average Joe the opportunity to sound off on their favorite films.

One of the things I have noticed about these film blogs is that they mostly seem to focus on a certain type of movie: mainstream ones. Comic-book blockbusters, young adult adaptations, big-star vehicles; all these genres get plenty of ink within online-film forums. In terms of blogs, I believe that one underserved and undervalued market is that for people with more high-brow taste in films. These so-called cinephiles are relatively small in terms of size but they more than make up for it in terms of film devotion.

A cinephile studies film theory and film history with ardent passion. They follow the career of all their favorite directors, screenwriters, cinematographers, etc. They usually collect DVDs from the Criterion Collection, which has thousands of titles of classic films from the days of the French New Wave and Italian Neo-realism to the German expressionism films and 70’s American cinema.

In today’s film market, one type of film that the cinephile craves the most is the “indie” or the art-house film. Independent cinema allows filmmakers to accomplish things that are not possible in more mainstream Hollywood films, which are usually tinkered with by the big studio executives.

Indie films make it possible for the director to present his or her auteurial vision onto the screen. Everything from the production design and the aesthetics to the choice of actors and the establishing of camera shots, these are all decisions that the director has a last take on. These are qualities that the indie film audience takes note of and appreciates. Films directed by the likes of Wes Anderson, Paul Thomas Anderson, David Fincher, James Gray, Quentin Tarantino, Jonathan Glazer, Spike Jonze, Mike Leigh and Steve McQueen are all perfect examples of must-see “event” films that the average indie film enthusiast would not dare miss. This audience deserves a blog or a forum where they can discuss and debate with other cinephiles.

Which brings me to our proposed blog; The Art-House Attic will allow indie-film lovers the chance to sound off on the latest releases from the world of independent cinema. Getting a front-row view from the historic Angelika Film Center in New York City, we constantly see what this audience craves from the films they watch and their opinions are usually very varied and passionate.

Unfortunately, there is a recent trend of independent films getting released on video on demand (VOD) while simultaneously being dropped in only a few theatres, usually in large urban cities like Los Angeles and New York. On one hand this is very convenient for individuals who live in states located in the southern part of the country or in the mid-west because they get to see thought-provoking films that otherwise they would have had to travel thousands of miles to get a glimpse of. On the other hand, I believe that VOD takes away from the traditional communal experience that watching a film on the big screen brings to the most rabid of cinephiles. The smaller studios that distribute independent films see VOD as a more attractive option in terms of recuperating their investments. The Angelika Film Center is an exception in that it provides an opportunity for these specialized VOD movies to show in the cinema for at least a month.

Unlike most film blogs that usually feature the administrator and a few outside contributors to write their reviews of the films, The Art-House Attic will allow New Yorkers and cinephiles of all stripes to give their opinions on the spot, immediately after watching the films. Everything from documentaries to foreign cinema and the latest mind-bending indies will be put on the table for our readers and audience to dissect. The Art-House Attic will also seek to perform Q & A’s with the latest indie filmmakers who sometimes have special screenings of their films at the Angelika Film Center.

Other art-house film blogs like The Film Experience, Indiewire and Shadow & Act are very informative and articulate about films. But they are not very inclusive in terms of who gets to contribute on their blogs besides in the comments section of course. The Art-House Attic will seek to provide that open space for the regular, non-professional indie film lover to let his or her voice be heard.


Editorial Plan:

I plan to feature in-depth reviews of the latest independent films as told by regular New Yorkers. There will be intellectual debates, agreements and disagreements and most importantly, entertaining analysis and dissections of the most talked-about releases in art-house cinema.

Currently in Theaters:

This section will focus on films that are still playing in theaters. Reviewers will be interviewed immediately after watching the films. This will allow us to get an unfiltered reaction from the reviewer. We will also post reviews on VOD (video on demand) films that are currently available.

The DVD Corner:

This section will focus on reviews of films that are already out on DVD. There were a lot of thought-provoking films released earlier in the year that had cinephiles raving. Usually, the best Indies are released in the fall or the winter but recently there is a new trend in which these types of films get an early-year release date. We will also look back at older films that are considered classics, specifically from the Criterion Collection. The DVD release of these films will be the perfect time to look back at these gems.

Mainstream with an Indie sensibility:

This section will focus on reviews of films that although are produced by a major studio, are still rich in character development and story narrative.

New York on Film:

Whether new films or classics, New York has always been a major inspiration for filmmakers. This section will focus on films that take place in New York. Reviewers will analyze how the big apple is portrayed on the big screen.

My take:

This section will allow me to analyze a film that has captured the cultural zeitgeist, not just focus on plot points and narrative. I will go in depth to seek how the films I review portray serious issues such as politics, socio-economics, class, gender, race, sexuality, etc.


At the Angelika Film Center we get to meet filmmakers of all stripes. Hopefully in this section we will get the opportunity to interview a cast or crew member of an Independent film that has been recently released in theaters or on VOD.


In this section we will feature podcast interviews with the reviewers and hopefully with the filmmakers of the latest art-house films.

Length and frequency of blog posts:

The reviews will be from 400-600 words. The interviews will depend on the guest but they will be anywhere from 400-1000 words. Hopefully the frequency of the posts will be a minimum of twice per week.




Tags: Arts · Journalism

Mission Statement/Editorial Plan

September 29th, 2014 Written by | Comments Off on Mission Statement/Editorial Plan

Mission Statement

New York City – the birthplace of Salsa music. New Yorkers have heard or seen the hot, sultry, and spicy music and dancing all over the five boroughs. However, some people find Salsa to be very intimidating for various reasons. I have heard it all: “It is too fast,” “I am not Latino/a,” “I have two left feet,” “I don’t have time,” “I am not good at it.” Many New Yorkers believe that they understand what Salsa music and dancing is all about but what they really lack is experience in the New York City Salsa vibe. The purpose of this blog is to take readers inside the Salsa scene in New York City.

My target audience will be men and women of any age and ethnicity. It is never too early or too late for anyone to learn about the Salsa community. This is for the world to read. Throughout my years in the Salsa scene, I have met many people from across the globe who choose to learn about Salsa because they feel awkward at dance parties or simply want to spice up their lives with a new hobby. The whole beauty and idea of this blog is to not make anyone feel that they are being restricted from joining the Salsa world. Nonetheless, I want to welcome everyone to feel or come acquainted with what the Latin American culture has to offer in the big apple.

The need of this blog is to introduce to New Yorkers as well as outsiders to the expansion of Salsa. It has hugely evolved through out the years but yet some are not well informed on what New York Salsa really is or where to find it. The Salsa scene is very much different from what you might think or see at a nightclub. It isn’t only about the rhythm or movements, it’s about the discipline of foot patterns and timing at the right beat. It’s as easy as “1-2-3, 5-6-7”. So what’s the hidden message behind these numbers? Can you hear, feel, or show it?

Welcome to New York Salsa or as the Salseros/Salseras say “Salsa on 2”. This is what makes New York Salsa very unique and catch the eye of many people! Salsa dancing has now become so diverse, allowing people to gather and demonstrate their talents and passion as an artwork. People are not only awed the by this sensual and fierce dancing, but by the way it has changed and inspired the lives of others that I think it is time to share it with you. My vision for this blog is to guide you and deliver the latest news on the Salsa community. You will be informed on some of the most amazing dance studios in NYC, the events that are held yearly, the sizzling salsa nightlife socials, the lives of salsa dancers, how it changed certain communities and the lives of many people. I will post pictures that are symbolic and express emotion. Also, I want to post videos that will give you a better insight of Salsa dancing and drive you to move with the music.

My blog is definitely on a sharper edge than other blogs out there. It is not the typical “How-To” or “It’s all about Salsa and I” blog. As stated above, my intention is to bring the Salsa scene to light. I will be covering Salsa from different angles in New York City. I want to share true stories with you in the hopes of inspiring and conveying the latest information.

I have browsed around the Internet and found a couple of blogs that shared their experiences with Salsa dancing but one that I liked very much was the “Salsa-dancing-addict.” A man named Arren, blogs about his experience in the Salsa scene and how he became addicted to it ever since. As I was reading through, I connected with his story. I reminisced about my very first day of Salsa and oh, how those feelings returned… I was interested in reading more but I found it very disappointing how much detail there is in one page. I must say, it could very overwhelming for any beginner or even drive the reader to close the page. The worst news was to find the blog not being updated. I clicked on the list of events and the last update that I saw was in October 2, 2013! It looks like the blog has been completely abandoned for a year now. This is something I will definitely take into consideration if I want my readers to stay. I definitely do advise the blogger to stay on track and do something of the colors used and organization of his page.

Well New Yorkers, now that you know what is expected of me, I hope my work does not disappoint. Salsa is like the sauce, hot and spicy! If you put the right ingredients it will sure taste delicious! My advice to you, “Dance First and Think Later!”

Editorial Plan:

The significance of my blog is about the Salsa Scene in New York City. I want to inform my readers about the Salsa community, places, and events to go in the 5 boroughs.

Types of content:

I’d like to create a great visual effect of the Salsa passion to my readers conveying it through my writing. I will include:

  • Updates on social media (Instagram and Facebook) preferably any day from Thursday to Sunday: Places such as Salsa studios, Salsa restaurants, and Salsa clubs to attend to.
  • Large posts will have interviews with Howie Lorenz, Julissa Pena, or Jose Mariscal (Owners of Lorenz Latin Dance Studio in the 5 boroughs) and Salsa students (beginner, intermediate, and advance.)
  • Short posts will have special entertaining events/ Salsa performances in NYC.
  • All posts will have pictures featured in. Videos will be for the larger posts.

Break Down The Numbers:

Longer posts will contain 500 words and up.  Shorter posts will contain at least 200 words.

Time To Create Posts:

I would need at least 4 hours because I’d like to incorporate passion into my work. I wouldn’t want to rush my way through it. I want to be very precise and organized with the pictures and videos I will include.

Frequency of Updates: 

I would like to update at least every once a week and twice a week maximum. I am particularly focused on posting any day from Thursdays to Sundays.

Possible Interviewees

  • Howie Lorenz – Owner of Lorenz Latin Dance Studio in Glendale
  • Jose Mariscal – Owner of Lorenz Latin Dance Studio in Manhattan
  • Professional Salsa Dancers who performed in one of the greatest events in NYC, “The New York International Salsa Congress”: Andrea Rosado, Luigi Zambrano
  • Professional Salsa Instructors
  • Salsa Students (Beginner, Intermediate, and Advance)
  • “Salsa on 1” and “Salsa on 2” Dancers


  • Pictures of Salsa Dancers/Dancing, Salsa events, Salsa restaurants, Salsa clubs, and anyone who is participating in the Salsa Community
  • Videos of Salsa lessons, Dancing, The Salsa scene – better known as “Salsa Socials” which takes place particularly on the weekends

Specific Story Ideas:

  • The opening of “Lorenz Latin Dance Studio”.
  • The first Salsa Studio in Glendale, Queens
  • Before and After the Salsa studio
  • The expansion of Salsa studios in the 5 boroughs

Tags: Arts · Food · Journalism · Neighborhoods · Uncategorized