Screen: Virtual Studio model brings W.’s Bushisms to life

The financial structuring of W. Was grounded in the Omnilab “virtual studio” model. Christopher Mapp told Genevieve Tait how art and business can go hand in hand.

When Omnilab media’s managing director Christopher Mapp – who executive produced the film – was asked why Oliver Stone’s W was considered a bankable production, the response was simple: “Bush gets stoned.” This statement may sound glib; however it is foreseeable that the portrayal of the spurious young-adult antics of one of politics’ more infamous and ridiculous figures will attract viewer attention. The US release of W saw the film make back its initial investment. With worldwide release continuing, the producers are safely in the black.

Omnilab has carved itself a unique place in the Australian and international film finance industry. The company does not fit neatly into financing categories, instead sticking its fingers in various filmmaking pies. Omnilab Media Group is a parent company financing sixteen different media companies. In 2007 Omnilab partnered with George Miller and Doug Mitchell to establish the digital filmmaking company Dr D, which is now working on Happy Feet 2; in 2008 they executive produced The Bank Job; and are currently involved in The Loved Ones, an Australian film that Omnilab and its Ambient Entertainment division will solely produce.