Jamaica does not have a shortage of armchair experts. This has clearly been in evidence since the première of the Marley biopic, One Love. Never has so much been heard from so many who know so little.

Let me hasten to say, however, that it is not my intention to determine how anyone should speak on a particular issue of public importance. I certainly do not subscribe to the notion that only “experts” should have a right to their opinions.

However, I believe that if one is desirous of making public pronouncements on a supposedly important issue, one should at least apprise oneself of the facts.

Sadly, many of us have been consumed by the sideshows and the morality plays and have lost sight of the big picture. I have stated elsewhere that my fervent hope is that One Love will secure a major financial return on investment. Let me hasten to point out, however, that I have no direct fiduciary interest in this project and I am not in the pocket of Paramount, or the Marleys for that matter. I want to see the venture succeed because of the long-term implications of such a development for the Jamaican motion picture industry, in which I have more than a passing interest.

Jamaicans, both here and abroad, should encourage their friends, neighbours, and co-workers to go and see One Love. While critical acclaim is always desired for an artistic production, a strong showing at the box office is paramount.

Many members of the public have weighed in on the casting choices for the project without being conversant with the the factors which might affect such decisions. There are those who contend that the role of Marley should have been played by a Jamaican, and perhaps even one of his progenies. There are, perhaps, very talented Jamaican-born actors who could have portrayed both Bob and Rita with great fidelity. I believe Paramount wants realistic representations of the Marleys, but not at the expense of having bankable stars in the cast. Big names help to sell films.

Recall one wise man opined: “It takes cash to care.” Woody Allen once explained that there was a reason we speak of “show business” and not “show show”. There are business imperatives which need to be satisfied.

While investors in motion picture projects certainly welcome critical acclaim, a positive return on investments will trump rave reviews any day. There are considerations such as co-production treaties and waivers on duties which can affect casting and location decisions.

A number of Jamaicans play prominent roles on the project. Jamaican Natalie Thompson heads the production team, which includes outstanding figure of broadcasting and theatre, the inimitable Fae Ellington, who helped to guide the likes of Lashana Lynch and Kingsley Ben-Adir through the nuances of Jamaican speech patterns. A host of Jamaican rising stars, including singers Naomi Cowan and Sevana play prominent roles in the movie.

Some have expressed the view that what they really want to see are Jamaican-owned films which they believe will have a greater impact on the Jamaican economy and society than foreign-financed fares. In the short run, we might have to settle for what I will simply call the Paramount model — a Jamaican story brought to life through foreign financing.

Jamaica is certainly not short of potentially great stories about Marley. In fact, the Jamaican music industry is replete with stories not just of Marley, but about a number of other artistes and institutions. These stories have the potential to become blockbusters if brought to the screen. Many have already been proposing what they believe to be the best candidate for the next Jamaican-based motion picture. What about a story of Alpha and the relationship that the legendary Sister Ignatius had with her brilliant student, Don Drummond, whose life was troubled and tragic? What about a movie on Peter Tosh and his love affair with Marlene Brown, who seemed to have had an inordinate influence on the decisions the “Bush Doctor” made? What about Chris Blackwell and his role in the promotion of Jamaican music? What about the great Clement “Sir Coxsone” Dodd, who for many is the ‘Father of Modern Jamaican Music’. Of course, Cindy Breakspeare has a story to tell whether we agree with her position or not?

I have the distinct honour of being the co-writer of the Copeland Forbes’ book, Reggae My Life Is, which is chock-full of stories about Bob Marley, Rita Marley, Peter Tosh, Bunny Wailer, Jimmy Cliff, Toots Hibbert, Dennis Brown, Gregory Isaacs, Black Uhuru, Shabba Ranks, Yellowman, Freddy McGregor, Luciano, Beresford Hammond, Maxi Priest, and a host of other internationally renowned Jamaican artistes. The book is loaded with drama.

I have been telling Forbes, since we began writing the book, that we can easily find 30 movies with international resonance in it, as it contains stories about Mick Jagger, Keith Richards, Bruce Springsteen, Eddie Murphy, Jay-Z, Richard Branson, Don King, and Al Sharpton, to name just a few of the celebrated figures who pop up in the narratives.

The funding available in Jamaica to bring these stories to the big screen is currently in short supply. Yet there are hopeful signs. The recent launch of the billion Jamaican-dollar film fund, which will be managed by Jampro, is welcome news. However, the entire Jampro Film Fund is a mere fraction of the budget for One Love, which has been estimated at US$70 million. In fact, the film fund represents a mere one-tenth of the One Love budget. It should be noted, however, that there are many great movies which have come to the screen for far less than the Marley story.

The amount allocated to the film fund will, however, allow Jampro to provide development funding for some local producers to create their sizzle reels, pilots, and other material to pitch to distributors who would be able to provide guarantees to potential investors, whether local or international. It might also be important that a separate fund be established for the purposes of training.

One Love will have an impact on so many aspects of Jamaican life. Tourism will be a major beneficiary from this movie. I am so thrilled to see the Sandals commercial (with Marley’s Three Little Birds as its soundtrack) currently being aired on American television. It is such a joy to see such sweet togetherness with two of our leading Jamaican brands joining forces to invite visitors to our island.

Clyde McKenzie is an author and muisc industry consultant. Send comments to the Jamaica Observer or clydepmckenzie@yahoo.co.uk.