THE
MERCURY
VEIL
The Mad Hatter Origin Story
UK Production Partnership Proposal
Nashville, Tennessee, USA
WGA East Registration #I381100
Registered: October 13, 2025
aylamahree@gmail.com • (615) 485-5008
The Story
London, 1827. When isolated milk maid Clara Stone befriends perfectionist hatter Malcolm Ross, their connection becomes the first genuine tenderness in his solitary life—even as the mercury poisoning from his craft drags them both toward tragedy, birthing literature's most infamous madman.
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The Mercury Veil is the untold origin story of the Mad Hatter—before the tea party, before the rabbit hole, before Wonderland. This is the true horror that inspired Lewis Carroll's most unforgettable character.
Based on Real History
Between 1820 and 1940, thousands of hatters died from mercury poisoning—a slow, invisible death from the very craft that fed them. The phrase "mad as a hatter" comes from their suffering: trembling hands, paranoid delusions, and violent psychosis caused by daily exposure to mercury nitrate used in felt treatment.
Mercury use in hat-making was not banned in the United States until 1941. In Britain, it was never officially banned—phasing out in the 1960s only when hats fell out of fashion. This systemic indifference to worker safety echoes into our present day.
The Narrative
Malcolm Ross, 28, is a perfectionist hatter whose obsessive pursuit of the perfect hat slowly poisons him. He navigates London's markets and workshops, surrounded by vendors and fellow craftsmen—but lives in profound emotional isolation.
Clara Stone, 26, is an orphaned milk maid delivering her rounds through fog-shrouded London at dawn. When she notices Malcolm's deteriorating condition, she offers something no one else has: genuine care. For the first time, Malcolm is truly seen.
As Malcolm's mercury poisoning advances—trembling hands, memory loss, paranoid hallucinations—their bond deepens. But Clara's prolonged exposure to his mercury-saturated workshop poisons her too. Malcolm's final descent into madness becomes Clara's tragedy: he strangles her in a delusional attempt to "save" her from the mercury he believes is in her blood.
The film ends one year later: Malcolm has died in Bedlam Asylum, forgotten. Clara's cottage sits empty. And in the London fur market, a young hatter purchases two bottles of mercury solution from the ever-smiling merchant Cheshire. The cycle continues.
Market Opportunity
Why This Film, Why Now
- 500M+ Global Alice in Wonderland Fans — Built-in audience seeking fresh takes on beloved IP
- Public Domain Advantage — Zero rights costs, maximum creative freedom, sequel/remake potential
- True Crime Appeal — Real historical tragedy attracts documentary/true crime audience
- Worker Exploitation Resonance — Georgian-era "gig economy" mirrors modern precarious labor
- Environmental Toxin Parallels — Mercury poisoning then = chemical exposure crisis now
- Writer/Actress Model — Phoebe Waller-Bridge, Michaela Coel success demonstrates market appetite
Target Audience
- Alice in Wonderland enthusiasts (literary/fantasy fans)
- Period drama audience (The Favourite, Lady Macbeth)
- Elevated horror fans (A24, Neon, IFC Midnight)
- True crime / dark history buffs
- Awards season prestige viewers
- Arthouse / festival cinema patrons
Why UK Production is Essential
- Historical Authenticity — Period London architecture (Georgian/Regency era), Yorkshire countryside, authentic locations
- UK Tax Relief — 25% cash rebate significantly reduces net production cost ($700K on $2.8M budget)
- Local Expertise — UK crews specialize in period production (costumes, design, historical accuracy)
- Cost Efficiency — Yorkshire shooting 40% cheaper than London while maintaining authenticity
- Festival Access — UK co-production status opens BFI London Film Festival, Edinburgh, UK film funds
- Distribution Advantage — UK production companies have established specialty distributor relationships
Comparable Films
Recent period psychological horror/dramas demonstrate consistent profitability at similar budget levels. All comparables selected for: (1) Budget range $1-5M, (2) Period setting, (3) Psychological/horror elements, (4) Released 2015-2024.
| Film (Year) | Budget | Box Office | ROI | Distribution |
|---|---|---|---|---|
| The Witch (2015) | $4.0M | $40.4M | 10.1x | A24 |
| Lady Macbeth (2016) | $1.5M | $7.0M+ | 4.7x | Roadside Attractions |
| The Vigil (2019) | $1.0M | $3.0M | 3.0x | IFC Midnight |
| Saint Maud (2019) | $1.8M | $3.2M+ | 1.8x | A24 + Streaming |
| Relic (2020) | $3.0M | N/A | Profitable | IFC Midnight |
| His House (2020) | $4.5M | N/A | Profitable | Netflix (~$12M acquisition) |
| The Mercury Veil (Projected) | $2.5-3.0M | $8-12M | 2.7-4.8x | Festival → Specialty |
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Our conservative projection of 2.9-4.3x ROI is well below outliers like The Witch (10x) and in line with recent comparable successes. Even at the low end ($8M worldwide), the film generates significant profit after recouping UK tax relief.
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Note: We have not compared to large-budget studio films like Sweeney Todd ($50M, Tim Burton, Johnny Depp) or Joker ($55M, Todd Phillips, Joaquin Phoenix). While those prove audience appetite for dark period character studies, they are not realistic financial comparisons for indie production.
The Package
1. The Screenplay
The Mercury Veil is a completed, registered screenplay (WGA East #I381100, October 13, 2025) currently submitted to UK screenplay competitions. The script is production-ready pending development notes from festival readers or attached UK producer.
Script Strengths:
- Contained Production — 4-5 primary locations (hat workshop, Clara's cottage, Margaret's honey cottage, London streets, fur market)
- Manageable Cast — 2 leads (Malcolm, Clara), 3 supporting (Cheshire, Margaret, Apothecary), minor day-player roles, period-appropriate background
- Primarily Practical Effects — Mercury poisoning makeup/deterioration practical; stylized mercury liquid sequences require minimal VFX
- 35-40 Day Shoot — Realistic schedule for $2.8M budget with efficient planning
- Winter Atmosphere — Natural fog, darkness, cold = production design advantages
- Strong Female Lead — Clara is complex tragic protagonist (not damsel/savior trope)
- Awards Potential — Screenplay, Lead Actor, Lead Actress, Production Design, Costume Design
What Makes This Script Different: Most Mad Hatter stories focus on Wonderland whimsy. This is the horror prequel—grounded in real Georgian-era working-class tragedy, with a doomed love story at its center. The mercury poisoning is not metaphor—it's documented history.
2. The Writer/Actress Package
AYLA DEMIRCI — Writer & Lead Actress (Clara Stone)
Following the proven model of Phoebe Waller-Bridge (Fleabag), Michaela Coel (I May Destroy You), and Lena Dunham (Girls), Ayla Demirci brings the rare combination of writer's vision and actor's embodiment.
Ayla wrote The Mercury Veil as a deeply personal exploration of isolation, toxic beauty, and the desperate need for human connection—and created the lead role of Clara Stone specifically for herself. Just as Phoebe Waller-Bridge couldn't imagine anyone else playing Fleabag, Ayla's connection to Clara is irreplaceable.
Why Ayla as Clara
- Created the Role — Intimate understanding of Clara's psychology, motivations, arc
- Proven on Camera — Feature lead demonstrates screen presence and endurance
- Physical Type — Strong, practical, capable presence (not delicate damsel)
- Emotional Range — Proven ability to convey "profound emotion through subtle gestures" (Film Threat)
- Writer's Insight — Understands Clara's journey from conception to completion
This writer/actress package streamlines production, allowing focus on craft rather than casting logistics. Just as Phoebe Waller-Bridge's intimate understanding of Fleabag elevated that character beyond what any other actress could achieve, Ayla's connection to Clara ensures authenticity at the core of the film.
IMDb: nm14593886
Contact: aylamahree@gmail.com
Screen Experience
Freak Off (2025, Prime Video) — Lead Role
Ayla carries the film as central protagonist, demonstrating her ability to sustain a feature-length performance. Film Threat praised her "rare blend of ferocity and fragility" and "ability to convey profound emotion through subtle gestures"—precisely the qualities Clara demands.
What We're Seeking
We are seeking an experienced UK production company to partner on development and production of The Mercury Veil. We bring the script and lead actress; we seek production expertise, UK crew, and financing structure.
The Partnership Opportunity
What We Bring:
- Production-ready screenplay (WGA-registered #I381100)
- Lead actress attached (Ayla Demirci as Clara Stone)
- Public domain IP with global recognition (Alice in Wonderland)
- Writer/actress package ensuring creative authenticity
What We Need:
- UK Producer with feature film credits to package and produce
- Director with period drama and/or psychological thriller experience
- Line Producer to create detailed budget and schedule
- UK Crew (DP, production designer, costume designer, etc.)
- Financing Structure leveraging UK tax relief (25% cash rebate)
- Sales Agent attachment for festival and distribution strategy
Ideal Partner Profile
We are seeking a UK production company with:
- Track record in period dramas and/or elevated horror ($1-5M budget range)
- Festival relationships (Venice, Sundance, BFI London, SXSW, etc.)
- Established sales agent and distributor relationships
- Experience with UK tax relief and co-production financing
- Passion for character-driven, socially relevant storytelling
Target Production Timeline: Winter 2026/2027 shoot (35-40 days, Yorkshire locations). Winter production maximizes atmospheric authenticity with natural fog and early darkness, though requires efficient scheduling due to limited daylight hours (4pm sunset). The cold and oppressive atmosphere align perfectly with the script's tone. Timeline allows 12+ months for development, packaging, and pre-production, flexible pending partner availability and financing schedule.
Budget Overview
Estimated Production Budget: $2.5-3.0M USD
The Mercury Veil is preliminarily estimated at $2.5-3.0M USD for optimal production. This estimate is based on comparable films and industry standards, pending detailed line-item budget development with attached UK line producer. The breakdown below uses $2.8M as a working baseline.
UK Tax Relief reduces net production cost by 25% (approximately $700K cash rebate on $2.8M baseline budget), significantly lowering investor risk and improving ROI potential. Final rebate amount subject to BFI qualification and actual production spend.
Budget Breakdown (Estimated)
| Category | Estimated Amount | % of Budget |
|---|---|---|
| Above-the-Line | $450,000 | 16% |
| Director, Producers, Cast, Script | Malcolm casting budgeted; Clara (Ayla) package | |
| Production | $1,260,000 | 45% |
| Crew, Equipment, Art, Wardrobe, Locations | 35-40 day shoot, Yorkshire locations | |
| Post-Production | $750,000 | 27% |
| Edit, VFX, Sound, Music, Color | Practical mercury effects, minimal VFX | |
| Other Costs | $340,000 | 12% |
| Insurance, Legal, Contingency | 7% contingency buffer | |
| TOTAL BUDGET | $2,800,000 | 100% |
Production Advantages
Why This Film is Producible at $2.8M
Creative Efficiencies
- Contained locations (4-5 primary sets)
- Small cast (2 leads, 3 supporting, day players)
- Primarily practical effects (minimal VFX)
- Winter shoot (atmospheric authenticity)
- 35-40 day realistic schedule
Financial Advantages
- UK Tax Relief: $700K rebate
- Yorkshire locations 40% cheaper
- Writer/actress package included
- Public domain IP (zero rights costs)
- No action sequences or stunts
Location Strategy
Primary Shooting Location: Yorkshire, England
- Cost Efficiency — 40% cheaper than London while maintaining period authenticity
- Period Architecture — Authentic Georgian/Regency buildings, early 19th century cobblestone streets, countryside
- Crew Availability — Experienced local crews from Leeds, York, Sheffield
- Weather — Natural fog, overcast skies, cold = production design advantages
- Film Office Support — Screen Yorkshire provides location assistance and crew database
Winter Shoot Essential: Winter 2026/2027 production maximizes atmospheric authenticity with natural fog and early darkness, though requires efficient scheduling due to limited daylight hours (4pm sunset). The cold and oppressive atmosphere align perfectly with the script's claustrophobic tone, creating production design advantages through natural elements.
Distribution Strategy
Path to Market
Phase 1: Festival Premiere (Months 1-4 post-production)
- Target Festivals: Venice, Sundance, SXSW, Tribeca, BFI London Film Festival
- Goal: Critical acclaim, press coverage, sales agent attention, distributor buzz
Phase 2: Sales Agent Attachment (Months 2-4)
- Target Agents: Bankside Films, HanWay Films, Protagonist Pictures
- Expected: $1-3M in pre-sales and acquisition deals based on festival reception
Phase 3: Theatrical Release (Months 6-9)
- US Target Distributors: A24, Neon, IFC Midnight, Bleecker Street
- UK Target Distributors: BFI Distribution, Curzon, Picturehouse Entertainment
- Expected Box Office: $8-12M worldwide (conservative based on comps)
Phase 4: Streaming/VOD (Months 9-12)
- Target Platforms: Netflix, Shudder, Amazon Prime, Hulu
- Expected Deal: $500K-2M streaming acquisition or revenue share
Revenue Projections
Conservative Financial Model
Note: ROI calculations based on estimated $2.8M budget pending line producer validation. Actual returns will vary based on final production costs and market performance.
| Revenue Source | Conservative | Realistic | Optimistic |
|---|---|---|---|
| Theatrical (Worldwide) | $5.0M | $8.0M | $12.0M |
| Streaming Acquisition | $500K | $1.2M | $2.5M |
| International Pre-Sales | $800K | $1.5M | $2.5M |
| TV/Ancillary Rights | $300K | $600K | $1.0M |
| TOTAL GROSS REVENUE | $6.6M | $11.3M | $18.0M |
| Net to Producers (After Fees) | $4.0M | $6.8M | $10.8M |
| ROI on $2.1M Net Budget | 1.9x | 3.2x | 5.1x |
Even in the conservative scenario (1.9x ROI), the film generates profit after recouping UK tax relief. The realistic scenario (3.2x ROI) aligns with recent comparable films like Saint Maud, The Vigil, and Lady Macbeth. Our projections are intentionally below outliers like The Witch (10.1x ROI).
Contact
Ayla Demirci
Additional Materials Available:
Preliminary production breakdown • UK tax relief research
Budget estimates • Character breakdown • Visual references
Thank you for considering The Mercury Veil for production partnership.
We look forward to the possibility of bringing this story to life together.
© 2025 Ayla Demirci. All rights reserved.
All content, including but not limited to scripts, treatments, concepts, characters, and intellectual property, are the exclusive property of Ayla Demirci.
Unauthorized reproduction, distribution, or use of any content is strictly prohibited.
This document is confidential and intended solely for the use of the recipient.