New Bolt Film Inspirational, Fit for the Annals – Joe Issa

Executive Chairman of Cool Group of companies Joe Issa has labeled Bolt’s new film as a treasure worth preserving for future generations, to show young Jamaicans that hard work will always be rewarded and to inspire them to achieve their goals.”

“I have only seen the trailer and it looks exciting and for what I have read about it, it could be something worth preserving to inspire the new generation to achieve their goals…they must be made to see that hard work pays…I can’t wait to see the entire film”, says Issa.  

The documentary film, which was premiered at the world famous Odeon cinema in Leicester Square, London, UK just ahead of Bolt’s copping of the prestigious IAAF 2016 World Male Athlete of the Year award, is said to be about the sprinter’s life. The film, which is believed to be a huge marketing tool for Bolt was well received at the star-studded event.

Photo: Universal Studios

Asked to comment on the significance of the film to Bolt Issa, himself considered a marketing guru by building the Cool Group of over 50 multi-faceted companies that are being leveraged internationally, and having been the largest retailer of petrol in Jamaica and now is the largest indigenous retailer, was positive about its value to Bolt and all Jamaicans, even those yet unborn.

 

“Film is motion and as one of the best communication tools, it tells your entire life story visually, faster and more succinctly than any other…It is especially appropriate for a mega star like Bolt as the world’s fastest man…and a very important high caliber collateral material fit for the multi-million dollar presentations to sponsors, as well as to all Jamaicans who are looking for inspiration,” says Issa, stating, “It’s a great marketing idea.”  

 

Others who concur with Issa on the enormous stature of the Jamaican ‘King of the Track’ and his commodity value, includes no other than the reputable Forbes: “Bolt is in a class by himself in terms of his marketing prowess…his comps are not other track stars, but global icons like Messi, LeBron and Ronaldo,” adding that “an Olympic year makes him an even hotter commodity.”

Following the premier, The Mirror headlined: “World’s fastest man Usain Bolt releases trailer for new film - and it looks INCREDIBLE. The documentary takes you behind the scenes to let you see the man behind the medals… It may not be out for another month, but Universal has given everyone a first glimpse at what the documentary will look like.”

 

“The film looks set to show everyone the man behind the medals, with the majority of footage shot leading up to and after the 2016 Rio Olympics. Co-directed by Gabe and Ben Turner, who were gifted unparalleled access to the six-time Olympic gold champion’s life, the November release will show full interviews and never before seen footage,” the English newspaper said.

 

But while it reported that “the documentary will show the more human side to Bolt, as opposed to the superhuman we all see on a global stage,” Issa would like to see some of the action that have kept spectators on their feet.

 “A prominent feature of the film must be the 2008 Olympics in Beijing, China when he first set the ‘triple-triple’ in motion,” Issa contends in the interview, as he commends Bolt’s well-known exploits that year when he won the first three of his nine gold medals and broke three world records in the process. The remaining medals came in equal tranches in the 2012 and 2016 Olympics.

 

According to Forbes, Bolt is at number 91 among the world’s 100 highest-paid celebrities this year with earnings of US$32.5 million, of which just US$2.5 was earned on the track; the remaining US$30 million is from endorsements.

 

Born Usain St. Leo Bolt, at age 30, he is said to have 10 global partners and seven regional ones. Puma’s US$10 million a year deal is the highest. Digicel is the latest to come on board for an undisclosed amount, in a deal that sees the world’s fastest man promoting the company’s network speed.

 

 

Photo: Universal Studio