The Magician

The Magician is an 18-23 minute narrative that follows "father of public relations," Edward Bernays and his wife Doris Fleischman as they navigate an evening with America’s elite, on the third and final night of the stock market crash that marks the beginning of the Great Depression. The Bernays’ odyssey of self-preservation is exacerbated as a mob of protestors take to the streets to revolt in face of the greatest economic downturn in American history. The film is a chamber-piece that takes place entirely within the theater during a 15-minute intermission.

The Magician is the thesis project of Emerson College Visual Media Arts MFA candidate, Juan Gracia. The film is informed by Juan's background in marketing as well as his interest in the history of propaganda, and conversations he has had with members of the Bernays family. Along with producer Tushar Gidwani, who spent the last few years working all over Asia as a producer for VICE and South China Morning Post, and a crew composed of award-winning filmmakers in their own right, Juan hopes to accurately and artistically present a tumultuous evening in 1929.

The Magician tells a story that, on an emotional level, explores the lengths parents will go to for their children and, in a sociological context, offers a glimpse into the origins of psychological manipulation in advertising and media. Edward Bernays pioneered the use of psychoanalytic techniques in advertising, laying the foundation for today's consumer culture. Despite this, I see Edward Bernays not as a consciously malicious person, but instead as a Pandora, who, unaware of the consequences, opened a box that would affect generations to come, simply because it would ensure the wellbeing of his family. This story depicts the moment that Bernays became both a father to a daughter and the renowned “father of public relations.”

We are currently partnered with the Strand Theater in Dorchester, one of the oldest theaters in Boston, as the principal filming location for the film. We are very proud not only to be supporting this theater, but also to have the opportunity to capture its beauty in cinematic 4K for a wider audience to appreciate. With their partnership and the support of Emerson College, and Rule Camera, we have managed to reduce the amount necessary to make the project, but we are still looking to raise $15,000.

Production costs that would be facilitated by donations include: Additional location rental, set decoration, props, wardrobe & accessories, makeup, craft services, catering, transportation, hard drives, equipment rental, festival submissions, promotional materials, and post production crew (sound mixer, colorist, DCP creation, etc.).

We are also looking for extras in the Boston area. More information can be found here: https://forms.gle/fLsyUYK1D2prpScDA

On behalf of Juan, his crew and his cast, we appreciate your help in bringing this project to life. We are grateful for any support you are able to give, and would not be able to create this work without the aid of our community and supporters.