Platypi is reinventing film production studio

Facility lets clients create their vision, from soup to nuts

By Amy Bryer, Special to the Rocky

Monday, February 25, 2008

Linda McConnell © Special to the Rocky

Rick Romano, owner of Platypi and JFR Holdings, realized the revenue potential when he bought a production studio from the Denver Center for the Performing Arts.

Just like its namesake, Platypi Inc. appears to be made from several different parts - or in this case, different parts of the film industry.

That's the image Platypi owner Rick Romano has been going for since he purchased the production studio from the Denver Center for the Performing Arts. Romano and his company, JFR Holdings, recently bought the contents and began leasing the facility at 1245 Champa St. in the heart of Denver's performing arts district.

Romano, an entertainment lawyer and owner of a Palm Springs, Calif., talent agency, became enamored of the Champa Street studio, including its 60-by-30-foot soundstage, a few years ago.

He made his interest in the studio known to the DCPA about the same time the DCPA was wrangling with the thought that it would have to spend $1.8 million to upgrade the studio's equipment to stay competitive in the high-definition film market, said DCPA President Randy Weeks.

"That was one more financial hurdle, and we did not want to start down that track," Weeks said. "We decided to get out of the film business, and this situation came along."

The studio space, formerly called the Denver Center Media, was part of the Denver jail in the early 1980s until the DCPA took it over and built the media center. Under DCPA management, the center produced a handful of documentaries and filmed DCPA stage productions with live feeds to editing booths at the studio.

Romano saw much more potential revenue for the production center, and the DCPA wanted to return to its focus on theater.

Romano is trying to alter the traditional model for production studios and hopes to increase Colorado's status in the film industry at the same time.

The physical assets of Platypi are impressive. The large soundstage was built on a floating floor. It has multiple Final Cut Pro editing suites and an audio recording studio.

"They did a tremendous job building this facility the way they did," Romano said. "All the rooms are integrated, and it's in the heart of Denver - I feel very fortunate to be in this space."

But it's what Romano wants to do with the space that he says is most unique. Platypi offers clients the full range of production needs from the start of the process to postproduction. Platypi can provide in-house intellectual property services, a large talent pool of actors, writers and directors, and numerous distribution avenues.

His one-stop shop is targeting many types of customers, whether it is an entrepreneur filming an infomercial or a speed metal band producing a music video.

Jock Bartley, guitarist with the 1970s band Firefall, is considering working with Platypi for an upcoming Firefall reunion DVD.

"I'm a right-brained creative type, but I can benefit from Rick's technical knowledge," Bartley said.

Much of the key to Romano's model lies in the recent technology changes within the film industry, he said.

"This concept would not have worked six or seven years ago," Romano said. "Before you had to shop a TV show to the networks or rely on a record label to distribute your song. Now there are 20 different distribution outlets, Web sites and podcasts."

Romano has those distribution connections because he's been in the industry as an entertainment lawyer and owner of a talent agency.

"It sounds like he's trying to bring an L.A.-style production company to the small town," said Rena Dusenbury, director of development at Denver-based Post Modern Co., a postproduction studio. "It's not that unique in L.A. to bring a talent agency, legal and postproduction into one building, but it's pretty unique for Denver."

But Romano doesn't have that Los Angeles feel, said Jim Brennan, owner of Aurora-based Hooligan Nation Productions. Brennan has been working with Romano on a feature film he's trying to start production on in May.

"He always makes time for us. He's smart enough to know what he doesn't know and how to team up with others who have the expertise he doesn't."

Lights, camera, action!

Platypi Inc. owner Rick Romano sits on the Colorado Film Commission committee promoting proposed 2008 state legislation that would create a $10 million incentive fund to entice film producers to Colorado.

* About the legislation: The bipartisan plan would refund up to 15 percent of a film's production costs that take place in Colorado. Supporters estimate the incentive could bring $70 million spent by filmmakers in Colorado.