“Happy families are all alike; every unhappy family is unhappy in its own way.” Yes, but what about mad families? What about psychotic serial killer families? Tolstoy didn’t think of that one, did he? Ever since reading about Mumsy, Nanny, Sonny & Girly in Harvey Fenton & David Flint’s Ten Years of Terror (an encyclopaedic look at 70s British horror which introduced me to many films I’d never heard of, and some I realised I ought to be glad I hadn’t) in 2001, I’ve been dying to see it, but aside from rumours that Redemption held the rights (there were obviously too many Nazi-nuns-in-bondage films to release first), there was no hint of it coming out on DVD. Then I did one of those wildly hopeful Amazon searches last week and found it had just been released. Watching it last night, I was amazed it’d taken so long, as it’s just the sort of warped filmic fare to appeal to cinephiles, particularly cult cinephiles. I’d go so far as to say that watching it was as bizarre and rewarding an experience as my first viewing of The Wicker Man, where, once I’d got over the shock of people singing, I realised this was one of the most distinctive and subtle of horror films, of precisely the sort that transcends the genre and becomes so much more than merely horrific. MNS&G might not have the awe-inspiring power of that final scene of The Wicker Man, but in a slightly whackier way it is just as distinctive, just as not-quite-horror-though-it-is, and though it couldn’t exactly be described as subtle (it’s as subtle as an eight-year-olds’ jelly-throwing contest), neither is it as over-the-top as you might expect. It’s also as distinctively British a film as they come, in a Mad Dogs and Englishmen kind of way.

Based on a 1966 play, “Happy Family”, by Maisie Mosco (who is more well-known for her multi-generational family saga about Jewish immigrants living in Manchester, Almonds and Raisins (1979), Scattered Seed (1980) and Children’s Children (1981)), MNS&G‘s action takes place almost exclusively in a rotting, rambling Victwardian pile of a house, inhabited by a family whose members are only ever known as Mumsy, Nanny, Sonny and Girly. Sonny and Girly, obviously in their late teens, dress and act as clichés of the sort of naughty-but-loveable children that only ever existed in nostalgic fiction. But their gleeful gameplaying and chanting of horrid nursery rhymes is a thin mask for a family-wide psychosis. The children go outside the house’s extensive grounds to gather “New Friends” — mostly drunks from the park (though, as the film begins, we’re told Mumsy is fed up with drunks from the park, so the children make a fateful decision to gather a slightly higher class of inebriate) — whom they forcibly involve in their twisted, childish games, where the most important rule is “Play the Game”. New Friends who don’t play the game suffer the consequences, by having the darker side of nursery rhymes literalised — as in the “Humpty Dumpty Game”, which of course ends with someone falling from a great height, and not being able to be put back together again. But their newest New Friend proves to be more up to the mark, and once he’s learned to adjust to the madness of the situation, he begins to play games of his own, manipulating the subtle undercurrent of sexual jealousy that lurks beneath the family’s rule-entrenched power structure. With, as they might say, grisly consequences.

Though, not as grisly as you’d think. For a film slap bang in the middle of a British horror boom (and directed by Freddie Francis, the man responsible for Hammer’s The Evil of Frankenstein, and Amicus’s Tales from the Crypt and Dr Terror’s House of Horrors — though he was also cinematographer on David Lynch’s Elephant Man, Dune, and Straight Story), there’s remarkably little explicit horror. The goriest the film gets is a pricked thumb (hastily kissed better), though there is a corpse in a bed, not to mention the very brief glimpse of a (non-gory) severed hand. So much more is implied than shown, which may be why the film hasn’t dated. MNS&G shows its real power in a scene near the end, in the kitchen, where the viewer will already have realised that the big pot boiling away on the stove contains something that outdoes Fatal Attraction 17 years before Fatal Attraction. You never actually get to see what’s in the pot, but the cutting between its lifted lid and the horror on people’s faces is enough to make you think you have.

The film’s strength really lies in the mix between its characters’ schizoid gameplaying and the darker, messier psychology ready to break through that thin but overbright surface. Mumsy, Nanny, Sonny and Girly are always telling their New Friends that theirs is a happy family — but the fact they insist on this so much, and that “happy families need rules”, immediately gives it the lie.

So what is MNS&G about? It’s possible to enjoy it just for its weird mix of mad glee and nursery-rhyme darkness, but I think it has a power that goes beyond that. It’s of course about family. The thing about the MNS&G ménage is that, although it is sociopathic, psychopathic, not to say outright murderous, it works. It works not because of or in spite of its madness, but because the family have agreed to share a madness. And that may be the thing that transcends Tolstoy’s theory of happy and unhappy families: all families, to work as families, must be a shared form of madness — benign, in the case of happy families, less benign in the case of unhappy ones — but you know they work because the family stays together. That’s, in the end, what makes them a family.

MNS&G was released in the US as Girly, a title which, while it obviously makes the most of the film’s most striking visual asset (ahem):

…does miss the point a bit about this being, after all, a family film. Though not, obviously, a film for all the family.

(Part 1 of this report, about creating the Alice at R’lyeh booklet, can be read here.)

Now I’d spent actual money getting the Alice at R’lyeh booklet printed, I had to promote and sell it. Not my favourite thing. Some artists & writers are happy to shout about what they’ve done, and frankly, I envy them. Self-promotion is a talent that is, I can’t help thinking, as valuable as being able to produce promotion-worthy content in the first place. I’m sure there’s a part of every writer/artist that wants to crow about what they’ve done, but for some (me included) tapping into it can be difficult. I tend to feel, whenever I produce something I like, that what makes it likeable to me is some rare, personal quality, that, if I’m lucky, might be shared by at most a scattering of oddballs and misfits classifiable by no known marketing category. So I’m the last person to want to convince anyone to buy something I’ve produced. But, if you’re self-publishing, that’s what you’ve got to do.

I have to admit I never exactly shouted at the top of my voice that Alice at R’lyeh was available to buy. But here’s a summary of what I did do.

Website. Old-fashioned, perhaps, in these endlessly new-fashioning times, but you’ve got to have a website. I stopped short of buying a domain name for the project, mostly for reasons of expense, but also because I think, increasingly, unique and meaningful domain names are only of use if you’re promoting something through non-internet media. If you’re being interviewed on the radio, for instance, I guess you have to be able to provide an easily memorable way of accessing more information about your project. But even then, with a sufficiently unique name (or some memorable tags), a Google search is just as good. Search for “Alice at R’lyeh” on Google, and you get my site — so, job done, there.

The major website-related decision I took was to put the text of the poem online, and to provide a freely downloadable PDF of the booklet (with graphics at web-level dpi, both for size reasons, and to encourage people to buy the booklet if they wanted a printed version). Why do this? I could have just put up a teaser so people had to buy the booklet for the whole thing. I’d like to say I was influenced by Cory Doctorow‘s ideas on giving away what he writes as both a free ebook and a paid-for printed book — as I was to a certain extent — but the decision really came down to the fact that I didn’t want anyone being disappointed with the booklet when they finally got it. I have no idea if not having the whole thing readable on the website would have led to more sales, but my main aim, in the end, wasn’t sales, it was just to have what I’d written read by people. To that end, the website was the primary tool.

Of course, what I really wanted to know was that people were reading the thing — either by spending time on the poem’s page, or downloading the PDF. I’d already set up Google Analytics to provide me with stats on my whole website, but now wish I’d put something a bit more basic and specific in place. For two reasons. (1) Google Analytics offers so much data, and so many options, that I can’t find a simple access count for either of the key pages. (2) I tried setting up a filter to provide me with data specific to the Alice at R’lyeh section of my website, but for some reason it resulted in a filter that displayed data relevant to everything but the Alice at R’lyeh section of my site. Plus, there’s an old bit of my site (Getting More Out of GarageBand, about Apple’s GarageBand, and not updated since 2005!) which annoyingly gets so many more hits than any other part, however new. So, I’ve no idea how many people have read Alice at R’lyeh online or downloaded the PDF.

Reviews. There are two sorts of reviews. Those you solicit, and those that pop up spontaneously. I solicited one review for Alice at R’lyeh (at Grim Reviews). But discovering the odd spontaneous review that people put up — however brief — was a real joy. I’m still quite nervous of following links to any mention of Alice at R’lyeh, but am so glad when I do and someone has something nice to say. This one from Homo Sum, for instance — brief, but above all, it’s obvious the guy gets it. And knowing you’ve been “got” is, really, the best reward self-publishing can lead to.

Conventions & shows. I didn’t go to any conventions and shows myself, but thanks to the extremely lucky coincidence that I have a brother with a newly (and professionally) published book out, who very generously offered to put a bouquet of Alice at R’lyehs among the Rainbow Orchids on his table, I learned about the power of selling at conventions and shows. They are obviously the route to go. I don’t know if it’s just because people can see the product, or because the sort of people who go to conventions have curious minds and quirkily individualistic tastes, but Garen got through virtually all the copies I gave him, at a much faster rate than my internet sales.

The odd thing, to me, was that those shows were comics shows. I felt at first I ought to put a sticker on the booklets — “Warning: Poem! Not a Comic!” — but it didn’t seem to matter. Garen told me people were quite okay with it being a poem. And this is one thing I came to learn as part of the self-publishing experience, that different subcultures have very different attitudes to self-publishing. In the UK comics scene, there is a thriving self-publishing community, which sees the fact that something is self-published as a genuine plus-point. It actively welcomes the diversity of the sort of things people produce when they’re let loose on their own. Other areas, though, see self-publishing as an active minus-point, if not an outright automatic rejection. Searching for places to send a review copy of Alice at R’lyeh to, I often came across “no self-published work” notices, which started to annoy me as much as the “no fantasy, science fiction or children’s fiction” notices you find in The Writers & Artist’s Yearbook list of literary agents.

It’s sort of understandable, I suppose, given the context. A self-published comic is a very different thing from a self-published novel. A comic, for instance, has to be drawn, so takes a bit more effort and ability to produce. Also, as you, the punter, can take in the drawing at a glance, you can know instantly if it’s likely to be your sort of thing. (It doesn’t lead to an instant judgment on the story, of course. But if you don’t like the story, you’ve still got the artwork.) A self-published novel is more difficult to judge, and because it takes less skill to write a bad novel than to produce a bad comic, it’s statistically more likely that a self-published novel won’t be as good as a self-published comic. Still, I think there have always been various areas of culture more open to people doing their own thing. When I used to listen to Jazz FM (not being into jazz much, but my stepfather was), I was struck by how all jazz musicians accepted and complimented what each other did, however at odds it was to their own approach. It was a world in which everything was valid. Compare that with pop music, say, where you often get people dissing each other left, right, and centre. (I can’t believe I actually wrote “dissing”, but now I’ve written it, I can’t find a substitute. It may sound like I’m pathetically and outdatedly trying to be hip, but the word stays!) Anyway, there’s room for a whole blog post on that topic. Suffice it to say, I’m extremely grateful for the reception Alice at R’lyeh got from the UK comics community, considering it’s not a comic at all, but a poem.

Google AdWords. Google kept sending me these promotional offers to use £75 worth of free AdWords advertising. If you haven’t come across this, AdWords ads are those brief text ads that appear on the righthand side of Google searches, and also pop up in other places, like eBay. I thought, “Why not use it for Alice? It’s free!” So, keeping a careful eye on the amount I was spending (you can’t automatically cap the expense with AdWords, and in the end I actually went £5 over my free £75 because I realised I was looking at the wrong page on the AdWords control panel), I engaged in a fortnight’s Google AdWords campaign. It’s difficult to judge how effective this was, as I was also, at the time, listing on eBay. But I’d say, if it hadn’t been free, AdWords would certainly not have justified its cost for a small, self-published project like mine. Plus, I got annoyed every time I saw my own ad on eBay or Google — it was costing me!

eBay. After the conventions, eBay was my big seller. I’ve had more sales via eBay than via my website. The main factor here, of course, is that Alice at R’lyeh is a Lovecraftian project, and I suspect a lot of the sales were to people who look out for and collect Lovecraftiana. “Lovecraft” is one of my few regular eBay searches, so I just hoped there would be other people who did the same. Turns out I was right. Of course, the unfortunate thing here is that this doesn’t generalise to other projects. People bought Alice at R’lyeh because of its Lovecraft associations. They certainly didn’t, for instance, search eBay using my name (I didn’t even bother to put it in the headline description). So, I’m not sure how useful eBay would be for a more original project.

Those, then, were my approaches to promoting and selling Alice at R’lyeh. The main lesson, I think, is that each project will have individual quirks (in this case, the Lovecraft connection, and the illustrations giving it something of a comics overlap) which will help sell it, so each project has to be considered on its own merits. One thing you’ll notice missing from the above is any mention of Facebook or Twitter — I’m still getting to grips with social networking, so, obviously, those are pretty much untapped resources, for me.

The main thing about self-publishing is something that should be true about creativity in general. It should be fun. It isn’t always, and you can easily forget to enjoy it, but I think if you keep reminding yourself that it should be enjoyable, and use that as a guide to what to do next, then at least you know, at the end of it, that you made a profit in that sense, even if you didn’t financially.

(And I certainly didn’t make a profit financially. First off, I forgot to factor in PayPal and eBay fees, which wiped out the small margin I’d allowed for in my costings. Then the price of postage went up. Oh, and I indulged in a few “promotional items”, just for the hell of it, such as these mini-cards from Moo.com:

…And a t-shirt from yourdesign.co.uk, which didn’t really work. So I did an Edgar Allan Poe baseball shirt as well:

…which did!)

I’ll finish off by mentioning the two best moments of the whole project. One was each time I got an order from a new country. I ended up selling, as well as to the UK, to the USA, Australia, Finland, the Netherlands, and Japan! (A real surprise, that last one.) I don’t know why, but there’s something inherently satisfying about putting those little mental flags around the globe. (I didn’t actually put Alice at R’lyeh flags on my World Domination Globe. Honestly I didn’t.)

The other great moment was when MorganScorpion contacted me, out of the blue, and offered to record a reading of the poem. Apart from the thrill of hearing the poem read so well, it was the fact that this was, as it were, an artistic/creative response to what I’d done, and it certainly capped the whole experience. (If you haven’t heard the reading, you can do so via the Alice at R’lyeh site, or to Archive.org, which also has other readings by MorganScorpion.)

Anyway, that’s the report. Thanks to everyone who’s bought or read the booklet, and I hope you enjoyed reading it as much as I enjoyed the process of getting it out there.

(If anyone has written similar reports about self-published projects, please put links in the comments section, as I’d love to read them.)