Mondo Creative Director Justin Ishmael Talks Mondo Mystery Movie Series, What to Expect from Mondo in 2012, the Problem with GHOSTBUSTERS, and More

     January 4, 2012

Austin’s Alamo Drafthouse theater chain—owned by film-geekdom’s very own Willy Wonka, Tim League—has enjoyed an outstanding couple of years, with 2011 arguably being their most successful yet.  But for as good as 2011 was for the Drafthouse, it was even better for League’s Drafthouse offshoot, Mondo.  This year, Mondo hosted a number of popular events (the ongoing Mondo Mystery Movie series), ventured into music production (a soundtrack for William Lustig’s Maniac), and ended up having its prints cataloged by the Academy of Motion Picture Arts and Sciences, all while continuing to churn out the most gorgeously-designed movie posters on the open market.  With a new year in front of us, it seemed like a good time to sit down with Mondo’s creative director, Justin Ishmael, to discuss the year that just wrapped, what Mondo’s got planned for 2012, and to find out what Ishmael has to say to Mondo’s few—but vocal—critics.  Read on for the interview, after the jump.

captain-america-the-first-avenger-mondo-posterAs long as there are geeks, there will be collectibles.

For comic book geeks, the local comic store remains a one-stop mecca filled to the rafters with countless spandex-clad adventurers (or, if you shop the same side of the comic store I do, Mayor Mitchell Hundred, Word-of-God shouting Preachers, Marv, and a few other “gritty” antiheroes).  For video game geeks, “Collector’s Editions” have become a popular commodity (though some might say the sheer number of half-assed games getting “Collector’s Editions” is muddying the waters a bit).  And for film geeks, Hollywood memorabilia, movie posters, and buying films for one’s own collection are still just a visit to Best Buy (or, if you’re looking for something a bit more obscure, a visit to eBay) away.  Crappy economy or not, collecting endures.

Let’s back up a second, though, and give credit where credit’s due.

The truth is, no one’s collecting the kind of movie posters currently being produced in Hollywood.  Go to your local multiplex and take a look at some of the stuff they’ve got hanging in their lobby:  you’ll be hard-pressed to find anything you’d want plastered on your living room wall (though that Big Momma’s House 3:  The Housening print might look fabulous in the basement).  Where we once had greats like Tom Jung, Saul Bass, and Drew Struzan producing epic-scale, beautifully-rendered, sometimes flat-out bizarre artwork to promote Hollywood’s latest blockbusters, we now have Photoshop enthusiasts cranking out bland, uninspired designs that make unfinished garage walls look interesting (a lot of work’s being done in the “floating heads against a white backdrop” genre).

frankenstein-mondo-poster-drew-struzan-01Sure, you might run across the occasional print that’s worth a second look (the poster created for last year’s Meek’s Cutoff comes to mind), but–by and large– the art of movie poster design has been on a massive decline for many, many years.

And so, while poster-collecting has endured, it has also evolved.  If you’re still in the poster-collecting game, there’s a good chance that most of your efforts are centered around the work being produced by Mondo, the movie-poster-producing offshoot of Tim League’s Alamo Drafthouse.  2011 was a huge year for Mondo, whose popularity grew even as the company branched out of their comfort zone with a number of surprising new projects and events:  they released a soundtrack—on their very own label!—for William Lustig’s 80’s splatter-classic, Maniac;  they got Drew Struzan to join the Mondo family with a truly jaw-dropping poster based on Boris Karloff’s Frankenstein (see it over there on the right;  that’s the one hanging in my bedroom);  they announced that the Academy of Motion Picture Arts and Sciences would begin cataloging select Mondo posters.  In addition to all that—and perhaps most notoriously– Mondo also began the Mondo Mystery Movie series, an infrequent and entirely unpredictable series of screenings that led to no small amount of excitement, guesswork, and obsessive eBay auctioning.

In the process, Mondo may have single-handedly saved the art of movie poster design from utter irrelevance.  Working with a stable of truly talented artists (guys like Florian Bertmer, Ken Taylor, Aaron Horkey, Tom Whalen, Olly Moss, and fan-favorite Tyler Stout), Mondo consistently delivers kick-ass, compelling artwork based on some of your favorite films.  These are the kind of movie posters we used to see released by studios, and Mondo’s spectacular success in 2011 (both critically and financially) proves that there’s a huge number of film geeks out there who remain interested in that particular art form.

In short, Mondo has succeeded by scratching an itch many people forgot they’d ever had.

kill-bill-mondo-tyler-stout-poster-variant-rice-paper-01But as Mondo’s popularity has grown, so has their number of critics.  For every two die-hard Mondo fans, there seems to be at least one unhappy internet denizen with a complaint to lodge.  Some say Mondo’s print-runs are too small (an average run of prints runs in the several-hundred range;  their latest release, for Martin Ansin’s Dracula, had 350 “regular” prints, 100 “variants”, and 75 super-deluxe “wood-print” versions, all of which sold out in minutes), with numbers so low that they all but guarantee that 90% of potential print-buyers won’t get their hands on the latest poster.  Others grumble about the cost of each Mondo print, some of which—especially the ultra-rare editions Mondo releases—can go as high as several hundred dollars (for the record, the average Mondo print runs at about $45).

It all comes down to this:  the perception that Mondo might be too exclusive for its own good.

I spent a lot of time thinking—and writing—about Mondo in 2011, so I was thrilled to sit down with the company’s creative director, Justin Ishmael, right at the beginning of 2012.  I wanted to find out what he thought about the year that just wrapped, what he predicts for the company’s future, and what he has to say in response to Mondo’s critics (hint:  his response is virtually identical to the one I’d provide).   Most importantly, though, I was curious to see if I’d be able to weasel any exclusive information out of him regarding forthcoming Mondo releases (a fanboy’s gotta try).  You can find out how all that went in the videos below, but here’s a few highlights for those of you that can’t be bothered to watch the clips:

  • Justin Ishmael and RonaldIshmael says that Mondo wants a Ghostbusters print just as much as you do, but that because of some limitations attached to the license for that film (read:  they wouldn’t be able to use the Ghostbusters’ faces on the poster), they had to opt out of doing one:  “We wanted a big, crazy, Tyler Stout Ghostbusters print”.
  • Drew Struzan remains hard at work on that Dark Tower print Ishmael initially mentioned during the Mondo Mystery Movie screening of The Mist, and says that—“in a perfect world” and pending Stephen King’s approval—they’ll have the print ready for Comic-Con 2012, where (also “in a perfect world”) they’d have Struzan show up to sign copies (that sound you just heard was a million Dark Tower fans’ heads asploding).
  • Ishmael understands why some would claim that Mondo-collecting feels a bit non-inclusive, but points out that—like anything else worth collecting—it’s all part of the process:  sometimes you get what you want, sometimes you don’t.  He also points out that many other collectibles (particularly “Japanese toys”) are far harder to find (not to mention  more expensive) than Mondo’s stuff.
  • The Mondo Mystery Movie series will continue, and—once they figure out the particulars—Ishmael would like to do a Mondo Mystery Movie Tour, something that would include major cities all over the country:  “People have been so cool flying to us, we feel like we should come to them.”

Anyway, let’s get to it.  First up, here’s Ishmael talking about the Mondo Mystery Movie series—what they learned from 2011’s shows, what they want to do with 2012’s shows—and what he thought of Mondo’s output last year in general:

Secondly, Ishmael answers some questions that you (OK, well, maybe not you, per se, but someone like you) submitted prior to the interview, in addition to offering updates on some of Mondo’s most-requested prints (read:  here’s the part where he talks about that Ghostbusters print people have been asking for for years).

Next up: Ishmael addresses what I refer to as “Mondo-knockoffs” (Ishmael disagrees), the company’s critics, and the perception that Mondo has an “exclusivity” problem.

…and here’s Ishmael talking about Mondo’s creative process:  from “Hey, I like this movie!” to “Here’s your print, thanks for shopping with Mondo”.

Here’s a round of “What if…?”, Mondo-style.  What if a studio wants a print and Mondo doesn’t like the movie?  What if Ishmael had one week left to do whatever he wanted with the Mondo brand?  And so on.  Here’s that video:

And, finally, here’s Ishmael talking about what he’d like to do with Mondo in 2012, along with some other stuff.  This one’s actually a two-parter, but it wraps up the interview (and the final video ends with information Dark Tower enthusiasts are going to wanna pay attention to):

And Video Seven:

Before we wrap up, let’s take a moment to acknowledge Ishmael’s willingness to sit down and answer these questions (many of which we’re sure he’s suffered through before):  thanks for donating the time and patience, Cap’n.  Much appreciated, as is the continued assistance from the Alamo Drafthouse and the unreasonably awesome people at Fons PR.

It’s exciting to hear about all the projects Mondo’s got on the horizon (that Dark Tower print is of particular interest to this guy, what with my dual raging-boner for all things Mondo- and Dark Tower-related);  if the company accomplishes even half of what Ishmael describes above, 2012’s gonna be a helluva year for Mondo fans (the only problem I see in all this is one that’s probably specific to me:  I’ve completely run out of wall-space in my home;  if you’re curious, you can see a video tour of my place—which is wall-to-wall artwork, a good deal of it from Mondo—at the page the YouTube videos above originated from).   As always, you can stay tuned for future Alamo Drafthouse or Mondo-related reports in the months ahead.  Next stop:  SXSW.


Around The Web
  • EV M

    When it comes down to it, if Mondo were doing what they do out of true, pure love, they would want for anyone who is a fan like them to be able to own their own Mondo tribute to their favorite movies. In what way is it ideal that anyone who wants and can pay a fair price for the effort, talent and quality that goes into their prints, shouldn’t be able to own one? As if there’s some kind of astral Zen philosophy to deciding that only a coincidence of cosmic luck, timing and dedication will gain you one of their prized, rare artifacts. Screw that.

    • Cry Baby

      Seriously people…if you can’t handle playing the Mondo “game”, then don’t play it. I’m so sick of you people whining about not getting a poster on drop day. Do I hate EBay flippers….YES, these people don’t care about the art, only the $$$$ they can make. But, here’s the deal, they have just as much of a shot as you do. Just like Justin said…if you don’t get one on three drops, then you get one you REALLY like on the fourth, its a great feeling. I just started collecting this year. I’ve missed out on a ton of drops…im not bitching about it because you win some, you lose some., just like anything in life. I love poster collecting…the fact that these things might be worth something in the future is just icing on the cake. So, Mondo, please keep these things exclusive, low run, and hard to get. It makes placing them on my wall that much more rewarding, even if I sprain my finger F5ing for hours on end:)

      • Tim

        Seriously? It’s like they’re trying to artificially make themselves cool.

  • Michael

    The problem that I have with Mondo isn’t that the print runs are too small, it’s that half of them go straight to eBay for ten times the original price. It makes it unfair to anyone who was trying to buy one legitimately, especially in the ones with small print runs.

    My ideal solution? That, some way after the original print run, they do a second, unnumbered run – not necessarily unlimited, maybe just another couple of hundred. They could even be slightly more expensive. That way, the people who want one from the first print run can get one, but no-one has to miss out on getting a poster that they want.

  • Tim

    I feel you guys. That is one thing I cannot stand. The way they allow people to purchase those posters is ridiculous. Why must they make it so difficult? They need to stop making it so secretive. “Ohh you must follow us to know when a poster is available to purchase.” asdhashdjahsd

  • :\

    I feel for him saying a lot of collector’s stuff is like this, I really do. But the thing is, Mondo is known for being nigh impossible to deal with on drop day even amongst its peer group of print collectors. Numbers like this don’t cater to ‘that special feeling when you finally get one’ so much as, ‘filling the scalper wallets’. The drops don’t exist in a vacuum, the hideous secondary market needs to be taken into account and considered at this juncture (to all the people that say scalpers have the same rights. You know what? Yeah, they completely do. But I think collectors would much rather be giving their hundreds to the artists who made the work rather than the person that clicked the fastest).

    • Medina

      I agree, I would rather the artist and people from Mondo getting my money. But the only way to stop it is for everyone to stop buying on Ebay, or undercut them regularly so they bring there prices back to normal.
      Sure there site could use a tune up but consider the traffic in that 30 second window. Surprised it doesnt crash on the regular.

  • F5ver

    Mondo is doing things right. If you want the print you better be prepared to earn it like anything else. If you don’t get it on drop day then you pay secondary market (eBay) prices end of story. Alamo’s ugly little step child, Mondo, has and will do things they way they want to do it, because real fans of Mondo prints are aware on drop day f5ing like a boss. And Mondo knows who thier fans are. That doesn’t mean they are not fans of other art houses or print shops online or in town. Hell only 1/5 of my prints are Mondo prints, the rest are from other artists who I have found through the online print community. Just accept the fact Mondo keeps the print numbers low because it makes the print worth more to a real fan of the art and or artist. Plus understand they have to deal with licenses printing and working with studios. I’m surprised they have been able to release as many prints as they have in 2011 alone. So if you want to complain, do it someplace else you are preaching to the choir.

  • sfair

    There really is no perfect cart system.

    Before anyone mentions a different checkout system, let me nix that now. You can’t have the items held in carts so people can check out leisurely. This results in people hoarding. Any kind of set time is usually between 5-15 min. which gives flippers plenty of time to get all their friends to add to cart on various browsers / computers / accounts or to make automated systems that purchase the posters for them. It would be far worse. Even banning IP addresses or limiting it 1 per address is difficult to implement.

    Guys, I understand your concerns. I was a newbie once too. But honestly, it’s not that hard to figure out how to increase your chances if you pay attention to a few of the drops.

    Join some forums to see how it works. All you need to do is take a look at the Mondo Twitter or Facebook to see a pattern when it comes to drop days and times, and how you should probably be using a certain method of payment to checkout faster. Mondo always has a poster out on Thursday or Friday (the main drops are more likely on Friday nowadays if they have another artist on Thursdays), and there’s actually a 2 hour window that almost all the drops have fallen in to.

    I like timed drops so that more people can get in on the action and pleasure, but part of the business is having a limited edition so that the industry can be sustained. Fans can either frame ‘em up, or sell them for a higher price to someone who wants the poster and be able to pay for something else they wanted. I don’t agree with the flippers, but it’s a part of the deal. Stop buying from them too. It doesn’t help.

    Also, this statement “half of [the posters] go straight to eBay for ten times the original price” is a gross exaggeration. It depends on the run, but it’s always a percentage that is less than half. Maybe even a quarter.

    Yes, it’s hard to purchase a poster quickly. But there really aren’t that many better ways to sell the posters with their monetary value in tact. Mondo can always improve their system – no arguments from me there. But it’s not going to magically allow everyone to easily purchase posters.

  • Robert

    I wish Mondo would allow anyone who wants to buy a poster an hour to do so. Cap it after an hour or maybe a day at most. Anything so you can give fans of the artwork a decent chance.

  • Rotten Atom

    You guys sound like a bunch of babies. Step your game up or find a new hobby.

    • Robert

      Maybe this isn’t our hobby. Maybe we just want to buy a poster of a movie we like every once in a while.

      • Michael

        Exactly this. There have been maybe 2 or 3 posters this year that I’ve considered buying, for movies that I generally loved. I’m not in this to have a room plastered with Mondo posters, I’m in this to get a nice piece of artwork for a movie I enjoyed. I get that the system is designed so that you can’t necessarily get every poster, but it’d be nice if there was a better way than scalping.

      • sfair

        In a perfect world, everyone would be happy. You’re stepping into a different world and expecting everyone to change the rules for you. It’s just not going to be that way. Mondo made their own rules as fairly as possible, while already knowing about the existing poster community, and it’s working for them.

  • Medina

    I just started collecting this year and I am playing the “Mondo Game” with purchasing from there site. Does it suck when you get it in your cart and are paying and it says its sold out? Of course it does. But After 2 times of not getting anything the Gremlins prints came out and I scored a Gremlins Variant. I am so excited to get it and I cant wait to get it on my wall.
    I dont know what they can do about the EBay people. Realistically not much. No matter what they did the people who are trying to buy and resell are going to figure out how to do it.
    Now for the Interview itself, Brilliant work Mr Wampler. I am glad I got to watch this. I actually fell more attached to the prints I have now, especially knowing the care and work that these guys put in to getting these out.

  • Germain

    Great job, Scott

  • Rob

    total chode.

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