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We love it when readers tip us off to local events and characters. Over the years we’ve even come to love a few of the professional tipsters known as publicists. Chris Wiggum (yes, best last name ever) is one such publicist. While plying his trade for Laresen associates he’s guided us (and probably you) to a lot of great films—in fact his pick for best SF film scene is pretty killer. In addition to knowing a lot about this town, Chris is more than willing to share tips of the PR trade. Gav, call him today.
Do you believe your own hype?
No, but I believe my own hyphy. Seriously, though, I don't hype things I don't believe in. If I'm publicizing something I don't like, you'll be able to tell. For example, I'll say, "please write a story about this movie but if you don't want to I understand because, well, it sucks." Ok, I don't do that so much. But, luckily, a large part of my job is to make sure a movie gets reviewed, and if it's a bad review, so be it. I screen it for the critics, but I can't, and am not expected to, influence their opinion.
The easiest type of person/thing to promote is?
Something that's original. Not another snoozer documentary about a topic that 15 other docs have covered. If it's a concept that is easy to understand, that helps too. Most journalists tune out after 5 seconds so you've got to be able to condense the concept you are pitching into a quick, graspable, blurb. Something like "Colma: The Musical" is an easy one. Journalists, local ones, at least, "got" it as soon as they heard the title. It's weird, it's whacky, and it's original so we were able to get some good press on it.
Biggest promotional disappointment ever:
We work on so many amazing but small films that just die at the box office. It can be heartbreaking. One of my favorites was a documentary called "Touch the Sound" about the percussionist Evelyn Glennie. It's directed by the guy that made "Rivers and Tides." The film is amazing, and I hope somebody reads this and rents it because nobody went to see it in the theater.
If you were to take on Gavin as a client what would you tell him to do?
Hey, the Gav is doing a pretty good job. I mean, to go through all those rough patches recently and still have a tremendous approval rating? He's a PR dream because his personality, his smile, his hair (like it or not) all exude charm. If I had one piece of advice it would be to play up the "Gavin at work" side to the media and de-emphasize the "Gavin at society functions" side.
How about the whole city of SF?
You know when Pelosi was elected speaker and there was the republican outcry over "San Francisco Values?" Some local media responded by saying, "Hey, we're not that different, really." What's up with that? SF IS different. Play that up! Also, the Economist article SFist linked to the other day kind of freaked me out. We've got to get more young people here. So we need PR to attract recent college grads and young taste-makers. This starts on a policy level with affordable housing, subsiding artists, etc. Pick a program or two and then build a PR campaign around the success stories.
Name
Chris Wiggum
Introduce yourself in one sentence
I am Chris, a Wiggum, though not a blood relation to Ralph. I work with lots of movies and loooove to eat burritos.
Age and Occupation
30. Publicist for films, film festivals and events.
Home Town
I was born in Bellingham, Washington.
How long have you lived in the Bay Area?
I've been here 8 years and am living now the Mission. I came here after college with my then girlfriend (hi Suzanne) to work on a film being financed by a dot-com millionaire. The film sucked but the city was perfect and so I've been here ever since. And I love the Mission. Have you been to Bi-Rite creamery yet? Two words: Strawberry balsamic. Two more: Honey lavender. Two more: Chai spiced milk chocolate.
Favorite place to spend time online
I read SFist and SFGate all day long for local news. Movie City News for film stuff. SF360.org for local film coverage. Variety online for box office reporting. And to keep up on Russian news I always go to: English Russia.com
Favorite local business
I heart the Roxie.
What I'm currently Reading
Harry Potter and the Chamber of Secrets. I just got sucked in to the Harry hype. But the first two books are a little flufftastic. I can't wait for Harry to start getting his kiss on and for people to start dying.
Best Deal in San Francisco
Your birthday at the Balboa = free movies.
Favorite mode of transportation
My own two feet. Walking around this city opens up it's secret passages.
Best Band or Musician to come out of the Bay Area
Current: Two Gallants. Past: Huey Lewis and the News (Fore!) Obscure: Romeo Void
Favorite Bay Area Stereotype, and whether or not you buy into it
Marin Hot Tubbers. Hey, invite me to the party!
Favorite local hangout
Bolinas on the 4th of July.
SF has the BEST
Block in the world: 18th between Guerrero and Dolores.
You've never lived in SF until
You've convinced yourself you have a secret "in" with the host at Puerto Allegre and hence will get seated earlier than everyone else in line.
Favorite Bay area politician of past or present
James D. Phelan. He built 17 schools, the opera house, the 1st underground transportation in SF, two parks, and a library.
Now that Mayor Gavin is single, who are you going to set him up with?
SFist Rita!
You can tell someone is a local here IF
They like Barry Bonds.
SF would be soooo much better if only
MUNI didn't need exact change.
Best Burrito
La Taqueria
Best Restaurant
Delfina - I had a lamb shank there that changed my life. I still haven't recovered from that shank.
Best movie scene filmed in or about SF
Star Trek IV - Spock rides MUNI!
Favorite artist to come out of the bay area
R. Crumb.
Favorite author to come out of the bay area
Michael Chabon. Just read Mysteries of Pittsburgh - great book. Kav & Clay is an all time fave. I've heard his new book is great too.
Place you always tell visitors to check out
The Filbert Steps.
Favorite Bridge in the area
Carquinas.
You have two hours and $15 bucks to kill in SF, what are you going to do?
Go to Little Star, buy a glass of wine, and spend the rest on the jukebox.
Tell us a San Francisco Story
I snuck onto the set of Rent when they were filming it here. I put on an old badge I had left over from the Jewish Film Festival and just walked right passed security onto 6th street. It was late at night but they had huge lights set up. They were filming a bunch of extras out on the street dancing around and I thought, hey, why not be one of them? I watched as they practiced and pocketed my badge and then, amidst the chaos, snuck into the back. I'm not a great dancer, and these were choreographed moves, so the people next to me thought I was a nutter as I strutted, shook my hips and waved my hand in the air. But nobody said anything. I danced around during one take and then ducked out. Sadly, my take wasn't used so my Rent dance moves are lost amidst celluloid oblivion.
I want all the SFists out there to know
If I were Mayor I'd work on universal health care and better public schools for the city.
Question you'd ask if you were doing this interview
What are your favorite movies of '07 so far? Answers:
La Vie En Rose
Once
Manufactured Landscapes
Colma: The Musical
Aqua Teen Hunger Force
Ratatouille
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Nice interview.
I read that Economist piece as well, and I don't think the problem is with attracting "young people and tastemakers" out of college, it's with retaining them after they move past their 20s and into family mode.
SF is healthy with post-college bar-hoppers and middle-aged DINKs. But with unpredictable school assignments, unacceptable crime, filthy parks, and unsustainable home prices, families of all social classes are forced to move elsewhere. Sorry, no number of free days at the Exploratorium will make this better.
Not to stick that on you, Wiggum. Keep sending us to the good stuff.
The Strawberry Balsamic at BiRite Creamery is indeed wondrous. Honey Lav is very nice; like eating flowers (in a good way). The Ritual Coffee Toffee is amazing. Personally, I wasn't crazy about the milk Choc Chai flavor.
It's always a pleasure to see Chief Wiggum's smiling face at all the film festivals. Also, I was getting tired of the salted caramel so I will have to move on to strawberry balsamic at the Bi-Rite. Thanks for the recommendation.
Chris Wiggum here:
Seamus, you are so right. My interpretation of the Economist article may have been a bit loose. But you nailed it, and as a now 30 something looking towards starting a family, the prospect of staying in SF looks dire. I want a house and schools and don't think I can afford either here. It's horribly depressing, cuz I don't want to move, ever. But in the next decade, I most likely will. That article really was a distillation of my problems with this town.
Wiggum rocks. These answers are great. I'm inspired to be you.
Love,
Your older sister to your best friend.
1. "Wacky," not "whacky."
2. What is so obscure about Romeo Void?
3. I also can recall a shank from which I haven't fully recovered. But that one was made out of a melted toothbrush handle and I got it between the second and third ribs at the old S.F. County Jail in San Bruno.
A very fine interview, all in all.
Your pal,
thatguywhokeepscorrectingthings
Chris Wiggum for Mayor!!
Chris Wiggum has my vote for Mayor!
That's it. I'm totally getting those "Chris Wiggum for Mayor!" buttons and stickers made. I knew Lori and I weren't alone.
p.s. always good to see Chris Wiggum, the man about town. Especially on the beaches of Bolinas on the 4th of July!