Private Project

35 cents

From the point of view of Bess, a youth troubled by the framing and priming of corporate US conglomerates in 1969 who ignore the responsibility for the children and the youth it targets. Robbie, her boyfriend, participates with his friends Lisa and Erik who are involved in the protests at their university challenging the institutional structure of the mid 20th century. Advertising agencies and media become an important player in the lobbying theater and share a joint responsibility in the propagation of US culture globally within corporation(s), religion(s), and government(s). 35 cents explores these concepts with the idea that the population was more accepting and diverse than the US media, corporations, and government portrayed. Media controlled by corporate and government leaders perhaps did not understand the importance of their actions.

  • Michael H Henderson
    Director
  • Michael H Henderson
    Writer
  • Patrick di Santo
    Writer
  • Casey R Toews
    Writer
  • Kate Wetherby
    Producer
  • Patrick di Santo
    Producer
  • Casey R Toews
    Producer
  • Chelsea Streifeneder
    Key Cast
    "Bess"
  • Patrick di Santo
    Key Cast
    "Robbie"
  • Nick Petrizzo
    Key Cast
    "Erik"
  • Jessica Albizu
    Key Cast
    "Lisa"
  • Project Type:
    Documentary, Experimental, Feature
  • Genres:
    Experimental, Documentary, Feature, Artistic
  • Runtime:
    2 hours 14 minutes
  • Completion Date:
    May 28, 2006
  • Production Budget:
    10,000 USD
  • Country of Origin:
    United States
  • Country of Filming:
    United States
  • Language:
    English
  • Shooting Format:
    Canon High Definition, 35 mm
  • Film Color:
    Color
  • First-time Filmmaker:
    Yes
  • Student Project:
    No
  • New York, New York
    United States
    May 28, 2022
    US Premiere
    Judges Choice
Distribution Information
  • number9ine
    Distributor
    Country: Worldwide
    Rights: All Rights
Director Biography - Michael H Henderson

Michael Henderson is an artist in Huntsville, Texas. He has an MFA from the University of North Texas and was a fellow in the Whitney Independent Study Program of the Whitney Museum of American Art in New York. He is the recipient of grants from the Pollock-Krasner Foundation and Artists Space. His videos, video installations, digital prints, drawings and paintings have been exhibited in museums and galleries throughout the United States. Henderson is a Professor of Art and Chair of the Department of Art at Sam Houston State University.

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Director Statement

“[T]his first feature by Michael H. Henderson, Patrick Disanto and Casey R. Toews provides a glimpse into the frequency study from the Union Center for Cultural and Environmental Research in 2006. Corporatization of Media: Effects on Children and Youths. This feature serves as an outlet for frustrations with limitations of the pervasive and disabling shell shock later to be identified as PTSD and the responsibility of US citizens to understand the framing and priming of individuals in our culture by corporatization of media (Montessori, Steiner, Bandura, Bargh).

35 Cents leads the audience through the daily effects of framing and priming on the youth and children of 1969. Dictating lines of thought, patterns of cognizance, and outlets for confusion caused by corporate influences, all from the perspective of what the characters are exposed to day to day within media.