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John Raatz Kosmos
John Raatz Kosmos
Yes. You could look at almost any film out there and say it is trans-
John Räätz
formational because it contains an element of transformation. All
stories contain an element of transformation. But not all films
John Räätz is a pioneer in the growing genre of transformational
have a distinct intention of transformation as the primary element
media and entertainment and the founder of the Global Alliance
that embodies the entire film and was an agenda from the very
for Transformational Entertainment. Over the past 21 years, he has
beginning.
been involved with the marketing, public relations, distribution and
other business aspects of many groundbreaking films including
Another attribute that helps define transformational entertain-
Mindwalk, Baraka, Hearts of Darkness, What e Bleep Do We
ment is a set of values. I believe that people who create transfor-
Know!?, Peaceful Warrior, America: Freedom to Fascism, Illusion,
mational art—whether a film or television program, a song, or
Darshan: e Embrace and many more. He is the founder and CEO
poetry, or fine art—bring to that creation their set of values. Val-
of e Visioneering Group, LLC, a transformational marketing and
ues in transformation entertainment are inherently more univer-
strategic public relations firm linking spirit, vision and progressive
sal, humanistic and holistic.
values with compassionate communication to promote a positive
and sustainable future™. is multifaceted group contains a pro-
e traditional news media gauges news by a set of values that
duction company that strives to create community and bring about
journalists learn in journalism school. One of the expressions
global transformation through transformational entertainment, a
prominent in the news media business is, ‘If it bleeds, it leads.’
media network that supports alternative distribution venues, and
ere are twenty or so values—conflict, controversy, novelty and
educational and PR branches. Currently a consultant on more than
celebrity are at the top of the list—that guide what we consider to
20 films, Räätz is in pre-production on a documentary called Con-
be news in our culture. I believe that transformational entertain-
sciousness Unveiled about non-dual spiritual teachings.
ment and media are also about proposing a new set of values. You
know this all too well because this is what you are about.
Nancy Roof: What is considered to be transformational media
seems to be evolving over time like everything else. At this point, Values were our major contribution at the UN. Creating a new set
what is your definition of transformational media and how does of humanistic values had not been recognized as an important
that differ from the business of Hollywood? component in worldwide political decisions until we brought the
issue to the floor.
John Räätz: I no longer have a definition of transformational
media and entertainment. When I hear it or see it, I feel it. I in- I am happy to hear this. Humanistic values are also a part of the
stantly know it! But how can I talk about transformational enter- agenda and intention of individuals making transformational art.
tainment or media with others if I don’t want to adhere to a strict ey bring to their art a set of values that more completely express
Tell us a little more about e Visioneering Group that you started I think that is what integrity is. Many people think of integrity as
in 1988. is was a pioneering group, the first of its kind with a being on the outside. I think of it as being on the inside.
kosmos | fall.winter 2009 65
from left, Actor and GATE co-host Jim Carrey, Oscar-nominated actress Virginia Madsen, Actor Billy Zane, Actress Frances Fisher
Beautifully said. I think you are right. And outer integrity natu- world. I believe the success of that webcast was due primarily to
rally follows the inner integrity. As much as I could hear it, as the fact that people resonate with the messages of Eckhart and e
much as I could follow it, I followed that natural impulse as it ex- Power of Now.
pressed itself within me to do this kind of work. As I set about
building the business, I only sought out clients that resonated with at really was something when that happened. Many people were
me at that level. introduced to meditation through the Eckhart-Oprah partnership
and were shown that it wasn’t some exotic or foreign type of thing,
is is exactly what I do at Kosmos. but that it was something very close to their own lives. It was just
a terrific thing! How were you involved in that?
And it shows! You don’t even have to open the cover of Kosmos to
feel that energy. You hold it in your hands and feel the wisdom I had been working with Eckhart and his teachings for many years
that emanates from the pages. I know that you bring that level of and I just happened to get the first call from Oprah’s office. e full
consciousness and consideration to the expression of Kosmos, the glory of that experience belongs to Eckhart and Oprah. e com-
physical expression. bination of those two set the world on fire with wisdom for those
10 weeks!
ank you, John. We are so touched when people with sensitivity
can feel the depth we bring to Kosmos. I think our readers would Earlier this year you launched a new project called the Global Al-
like to hear about the timeline of transformational entertainment. liance for Transformational Entertainment (GATE). e inaugu-
ral event was at Fox Studios in June and I was thrilled when you
I believe there have been several tipping points along the way. I be- called to request 500 copies of Kosmos for the gi bag. Can you tell
lieve the film Resurrection was a tipping point. I did not work on us more about how GATE was formed?
that one although I wish I would have. Mindwalk—based on
Fritjof Capra’s work— was a tipping point. I believe that Baraka e genesis of GATE was about 30 years ago. When I first moved
was a tipping point in 1992. What the Bleep Do We Know!? was to LA I was fortunate to meet actor Ned Beatty. I hadn’t been here
definitely a tipping point. for a very long time and certainly didn’t know what I was doing.
I knew very little about the entertainment business, but felt a kin-
Much of the marketing that we undertook for Mindwalk, Baraka, ship with it. When I was younger, I had played in a lot of rock
and What the Bleep were pioneering techniques that were later bands so that whetted my appetite for the entertainment business.
used by people who marketed e Secret and other productions. But then I took the detour of getting on the spiritual path and le
We started pioneering grassroots marketing with Mindwalk in entertainment behind.
1990 using special interest groups. We even used very primitive
Internet communications. Back then, you had Dow Jones News Ned invited me to work with him. So I did and in the process of
Retrieval and Compuserve. We used electronic bulletin boards working with Ned one project that I co-founded was an organi-
and what was then called eco-linking to help spread the word zation called e Council for the Enlightenment of the Enter-
about the film. We had screenings for special interest groups like tainment Industry. All of the people who were a part of that group
the Student Environmental Action Coalition, the Society of Envi- practiced Transcendental Meditation and, of course, their experi-
ronmental Journalists, and the Harvard Divinity School. So even ences with TM were so beneficial that they wanted to share it with
back then, we recognized the importance—in fact, the need—for their associates in the entertainment business. I became a TM
connecting grassroots special interests groups and using the In- teacher in 1976. A few other teachers and I decided that we were
ternet, even as relatively primitive as it was back then, to com- going to help bring meditation to the entertainment community.
municate these messages. at was 1979 or 1980. Doug Henning was this magician—quite
famous at that time—that I worked with for a while. He had a play
More recently, Eckhart’s webcast with Oprah was a major turning on Broadway, performed frequently in Las Vegas, did road tours
point. I believe Oprah, in this particular regard, was visionary be- with Earth, Wind and Fire and all kinds of things. He later started
cause she thought to integrate the web and television. at web- designing with Maharishi a consciousness-themed theme park
cast was a wonderful initial expression of that integration and, of that unfortunately never got off the ground because he died when
course, attracted millions and millions of people from around the it was in development. Doug was a part of this group. Mike Love
from the Beach Boys was a part of it. ere were quite a few Yes, we feel it. We receive inner signals when it is the right
celebrities like Merv Griffin, Clint Eastwood, and many others moment to act.
who were meditating using TM at that time and were a part of it.
We were out there teaching meditation, but I don’t think it was Exactly! So I said to my business partner David Langer, who by the
everything it needed to be in order to succeed and make the kind way, sends his regards and wants you to know that he is a dear
of impact that we thought it would make. friend of Sander Feinberg.
Now, flash forward to 2007. It was becoming clear to me that Oh my goodness! Sander is our talented webmaster! Isn’t that a
transformational entertainment was on the rise. I started seeing it coincidence? Well, not a coincidence. is is the way it goes, isn’t
as early as 1990, but a certain momentum had developed by 2007 it?
that was overwhelming. I started noticing that there were a lot of
people with professional experience who were also interested in Indeed. So I said to David that the time is now. I went to my friend
spirituality, but keep it to themselves within the entertainment and colleague Jim Carrey and expressed my desire to do this pro-
business. ere was an undercurrent of spirituality among certain gram. Jim got it instantly and asked what he could do to help sup-
people in Hollywood so I started exploring this with friends and port it. en I went to Eckhart. One day when he was in Los
colleagues. One day a phrase emerged from within me: ‘Global Angeles we sat down and I expressed to him what GATE was and
Alliance for Transformational Entertainment.’ I liked the name what it could do. I told him that I felt consciousness had to be at
and thought, “what is this?” As the idea developed more, I began the core of what GATE is and asked him to do us the honor of
to see that there were three criteria for becoming part of the GATE being the keynote speaker. He accepted. So I knew that everything
community. e person would be employed or self-employed full- could fall into place with Jim and I co-hosting and Eckhart as the
time in the entertainment or media business. He or she would be keynote speaker. I felt that it would be a very auspicious and dy-
a person of distinction and achievement and, just as importantly, namic beginning to GATE! From there, I began thinking, “who
would be committed to their own personal transformation or at else?” Of course, you know about the other people, Nancy, be-
least have a strong and sincere interest in that. e idea here was cause you were there. I began extending invitations and, without
to bring together people who have achieved success in the enter- exception, everyone said yes. About 500 people! Even more, there
tainment or media business and get them interested in expressing were many other people who offered to be speakers, but we un-
transformation in film, media, television and so forth. fortunately couldn’t accommodate them.
Since then, we’ve also come up with several collective purposes GATE quickly began taking on a life of its own and that, of course,
for GATE: education, connection, collaboration and advocacy. proved to me that its time had come, that the time was now. en
Education would be of the inner variety. at is, we will provide I had to decide how to market GATE, how to attract a particular
resources—events, books or introductory experiences—that we audience. I did not want the usual Hollywood audience. I decided
believe will help people deepen into their own inner process. We that I needed to basically call every single person and communi-
also want to be an organization that connects people with the in- cate with them directly, at least initially. So I went into my address
tention of collaborating—sharing ideas, projects, money, contacts book and made a list of people. I started calling those people and
and other resources that can help manifest and actualize trans- sharing my enthusiasm for GATE. Aer they were inspired, I
formational entertainment projects. Finally, we want to be advo- would ask who they knew that shares an interest in transforma-
cates within the trade, as well as to the general public. We want tional entertainment. People would give me names and then I
people to understand that transformational entertainment can be would send invitations to those people and it just kept building
a legitimate genre along with action/adventure, drama, comedy, that way. When all was said and done, we had to turn away almost
etc. ere is an audience, a very large audience, who has interest 1500 people!
in such expressions.
e interest is high. People are thirsty. ey are desperate to find
When I started exploring these ideas and goals more deeply, I meaning in their lives.
began to see the need to organize an event around them. One day
it just came to me that this is the moment. e time is right. I need And what better expression, what better channel than media—
to do this now. whether it is a film screen or a television screen, or a CD, or a canvas?
Yes, and distribution has many levels. Word of mouth is a form of Globalisation has become associated with Western neo-liberalism:
distribution. Let’s say you saw the film Peaceful Warrior and you politics and money. is narrow interpretation misses the many
liked it and you told five or ten of your friends. at is a form of rich alternatives that exist including ecology, culture, human
distribution. It is not physical distribution, but it is a form of mar- rights, law, spirituality, consciousness, civil society, technology
keting and distribution. and new forms of socially and ecologically responsible economy.
One innovative means of distribution that e Visioneering These alternatives create space for dialogue around new forms of
Group started a few years ago is with the Unity Church. I pro- social organising and governance at the planetary level. Over the
posed to the Unity School of Christianity and the Association of past decade writers such as Galtung, Inayatullah, Sardar,
Unity Churches that we organize the 1300 or so Unity Churches
Skrzeszewski, Lipschutz, Thomashow, Henderson and others have
into the first non-theatrical cinema network called the Unity Cin-
explored possibilities including: restructured UN of 3 ‘houses’:
ema Network. We want Hollywood to see the potential in this net-
people, nations and corporations; an alternative global governance
work and our alternative distribution methodology for
paradigm based on four concepts: unity, trusteeship, worship and
mind-body-spirit films. Let’s think beyond theatres for distribu-
knowledge; global republics formed through online networks;
tion of films. People are gathering in these churches to watch films
and Hollywood is starting to see that it is economically viable. By bioregionalism; PROut (progressive utilisation theory) based on
Hollywood standards, it’s not that much money, but it’s a begin- the philosophies of PR Sarkar; and a UN Parliamentary Assembly
ning. It’s an entry point. And it’s also an important way to let film- that recently received support from the European Parliament and
makers know that even if a film does not make it into a theatre the Senate of the Republic of Argentina.
for political reasons, you do have other ways of distributing your
work. People around the world have rallied to exercise their power in
demonstrations against neo-liberal globalisation, wars, environ-
How do you see entertainment and media shiing within the mental issues and social injustices. Forming transnational social
greater context of social transformation and the evolution of movements to challenge governments and corporations, they are
consciousness? countering political and economic decisions to influence social
change. Could these movements become a means for the peoples
Reinvention and re-purposing is happening everywhere. Because of the world to effectively participate in global decision-making?
I work across a broad spectrum of business firms I see that in- Or will a completely new system emerge?
vention. Going back again to our earlier conversation about what
is meant by transformational entertainment—consciousness, val- For me, the future of planetary governance lies in accessing the
ues and intention—those same qualities are alive in the business collective intelligence and wisdom of all peoples. A wisdom coun-
world, in religious sectors, in education. In every field of human cil would be the ultimate planetary decision-makers. Govern-
expression and endeavor there is reinvention going on because ments and communities would make national and local decisions
people of consciousness have now become people of influence and respectively, adapting and implementing planetary decisions to
they are infusing their work with their consciousness. eir in- local environments and cultures. Information technologies would
tentions and qualities are becoming embodied in day-to-day ex- be used to collect and manage contributions and social technolo-
pressions and more and more people are beginning to resonate gies at local, national and global levels would assist humans in cre-
with them. at level of consciousness is waking all of us up. Every ating their collective vision for the planet’s future. Move over
field of human expression is waking up! United Nations—this is ‘One World’!
ank you, John, for taking the time for this interview. We
I believe that a peaceful world with healthy eco-systems and a
consider your work pivotal to creating the new values-driven
life in dignity for all is achievable. For this to be realised, however,
global civilization. Media and entertainment carry powers that
have still not been recognized. Your work will help pioneer a new a strong platform for participation by the peoples of the world in
movement for change and help Hollywood wake up to the kind of global decision-making is essential.
enriching entertainment most of us are yearning for. Anita Kelleher, MLMFS, MFS, Principal, Designer Futures