Despite their upcoming projects, Mr. Obama stated that he and Michelle plan to only dedicate 10 to 15 percent of their time to nurturing Higher Ground. This commitment is especially important as the 2024 election approaches and they are called to the campaign trail.
“Michelle and I have no desire to become full-time Hollywood moguls,” he emphasized.
However, their support can significantly impact the projects they choose to be involved in. Bruce Cohen, producer of “Rustin,” acknowledges that the Obamas played a crucial role in getting his film made after HBO initially passed on it years ago.
“Having them on your side gives you a real advantage,” he explained.
Additionally, Mr. Heineman, who documented Ms. Jaouad’s leukemia battle in his film, was able to collaborate with Memorial Sloan Kettering Cancer Center and the Be the Match organization, which connects patients with bone marrow donors, thanks to Higher Ground. “The idea of making an impact with the film was important to him and me,” Mr. Heineman said, referring to Mr. Obama.
While Mr. Obama has had previous connections to Hollywood, finding a receptive audience among the entertainment industry elite during his early days of campaigning for the presidency, he admits that working in this industry has been an adjustment.
“It’s ironic that the private sector is often portrayed as hyper-efficient, while the government is seen as slow and plodding,” he remarked. “I think part of this perception is ideological, and part of it comes from people’s experiences with the D.M.V.”
“Everything takes so long in Hollywood — decisions, contracts, scripts,” Mr. Obama noted. “We could organize a major address or a G20 meeting in three weeks, but getting someone to read a script in that timeframe is considered lucky, let alone writing one.”