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The credits of David T. Friendly, a writer, director and producer, are shockingly varied. Little Miss Sunshine, which he produced, was a groundbreaking and award-winning indie film that went on to gross over $100 million internationally at the box office. Sunshine has little in common with 1991’s My Girl, which he executive produced; he also worked on its 1994 sequel. Those films all have little to do with Big Mommas: Like Father, Like Son starring Martin Lawrence, or Eddie Murphy’s Meet Dave. And all of these movies vary from David’s latest film, a documentary called Sneakerheadz.
Sneakerheadz, which David co-directed with Mick Partridge, is an in-depth look into sneakers. It starts with designers, collectors and retailers from all over the world, and later brings light to the conditions that result from the competitive nature of the sneaker industry. It is compelling for a number of reasons even if – like me – you care little about what is on your feet or in your closet, as the film’s music and visuals are compelling beyond the stories presented. The obsessive collectors profiled include hip-hop artist Wale, comic Mike Epps, DJs Samantha Ronson and Clark Kent, designer Frank “The Butcher” Rivera, MLB pitcher Jeremy Guthrie, and skateboarder Rob Dyrdek. DJ Skee is involved with the film as its narrator.
Photo: Courtesy of imdb.com
David kindly answered questions for Downtown about not only Sneakerheadz – which David said during our Q&A may have a sister project – but how he got to where he is now. David, whose father was portrayed by George Clooney in 2005’s Good Night, and Good Luck, is a graduate of Northwestern University’s Medill School of Journalism. After work with Newsweek and the Los Angeles Times, David worked under Ron Howard and Brian Grazer at Imagine Entertainment, which led him onto his current path within the film business. All in all, an inspiring path filled with interesting projects.
How many pairs of sneakers do you currently own?
David T. Friendly: No need to mention this to my wife, but I currently have about 100 pairs, mostly scattered in my closet. The number is constantly in flux, though, as some get moved out and others are moved in.
What was the first pair of sneakers you remember purchasing?
D: As a kid of about seven, I remember my mom getting me this very cool pair of black high-top Chuck Taylors. I still have a photo of me in them with our first dog, Sparky. I could wear ‘em today. Classics.
For people who aren’t particularly interested in sneakers, how would you describe this movie?
D: Our film is an examination of a subculture. How many worlds can tie together sport, fashion, hip-hop and history? The focus of the movie is on the passionate collectors, designers and trend-setters who make up this very cool world.
Shoes aside, is there anything that you collect? Or used to be obsessed with collecting?
D: OK, nice question. For a while — how odd is this? — I collected lobby cards [which are miniature movie posters], but the collection was very focused. The posters had to have an image of some kind of gambling — craps, blackjack, poker, you get the idea. I also rounded up a full set of lobby cards from my favorite movie, The Godfather [Part 1], in both English and Italian. I still have ‘em all.
Having gone to journalism school and had family lineage at CBS News, was it your plan to get into the production end of Hollywood? Or was it a happy accident?
D: I got tired of writing about the business because I wanted to be IN the business. Brian Grazer and Ron Howard made that dream come true when they started Imagine Films and I was recruited to be one of their first executives. Without them, I might still be asking YOU the questions…
Transitioning from an L.A. Times staff writer to an executive at Imagine Pictures, what was the biggest change you experienced?
D: As a journalist, you don’t really have a boss. You have an editor who helps shape your stories, but that’s very different. Brian and Ron were tough taskmasters and they showed me that I needed to intensify my work ethic and step up my ambition. The movie business is filled with extreme, sometimes brilliant, always intense personalities. The transition to accommodating those people was difficult but ultimately very rewarding.
What is the best part for you about producing a film?
D: To me, the best part is on the morning of the first day of production. It’s like building a new city. The post office is up and running, the police department is open and 200 people are making this little city work. When you take an original idea and spend years developing a script and finally shooting begins, well, that’s about as good as it gets.
Sneakerheadz is your first directorial effort. Do you hope to do more work as a director?
D: The answer is an emphatic yes. I do not want to sound pretentious, though. Directing a doc is very different from directing actors in a feature. I have been involved in dozens of movies and have spent countless hours sitting next to some brilliant directors. It’s a very, very hard job. If I could do a small movie without a lot of special effects, I think I could do it and I’d like the chance. But, if I was reading this about another producer, I might be skeptical. I am married to a brilliant film editor [Priscilla Nedd-Friendly] and she has taught me so much that I feel comfortable I have amassed the skill set to do it.
For Sneakerheadz to be successful in your eyes, what will need to happen?
D: Sneakerheadz is already wildly successful in my eyes. We raised the budget from a group of private investors and they have already received a chunk of that money back and we have not even opened! I never expected to get a theatrical [release] and we got one. We are being picked up by countless on-demand companies and our sales team, Submarine, sold the film at SXSW to a distributor, Gravitas. I could not be happier.
In spite of how many collectors and dealers you spoke with as part of this film, there are still many collectors left to talk to. Could you ever see Sneakerheadz becoming a reality series? Or there being a second film?
D: Another good question. All I can say for now is “stand by for more details,” but the answer is a definite yes. We shot 74 hours for 74 minutes, and I feel like we just scratched the surface.
Once Sneakerheadz has been released and you’re done promoting it, what are some of the projects you’ll be working on?
D: I’m busy right now. My TV show, Queen Of The South, debuts on USA [Network] in January. 13 hours for the first season! I’m in post [production] on a film called I.T. based on an original idea of mine and starring Pierce Brosnan. It’s nice to see some of the balls that were up in the air actually landed!
Finally, David, any last words for the kids?
D: Yeah: Keep ‘em fresh!
-by Darren Paltrowitz