An interesting question in the field of martingale optimal transport, is to determine the martingale with prescribed initial and terminal marginals which is most correlated to Brownian motion. Under a necessary and sufficient irreducibility condition, the answer to this question is given by a $\textit{Bass martingale}$. At an intuitive level, the latter can be imagined as an order-preserving and martingale-preserving space transformation of an underlying Brownian motion starting with an initial law $α$ which is tuned to ensure the marginal constraints. In this article we study how to determine the aforementioned initial condition $α$. This is done by a careful study of what we dub the $\textit{Bass functional}$. In our main result we show the equivalence between the existence of minimizers of the Bass functional and the existence of a Bass martingale with prescribed marginals. This complements the convex duality approach in a companion paper by the present authors together with M. Beiglböck, with a purely variational perspective. We also establish an infinitesimal version of this result, and furthermore prove the displacement convexity of the Bass functional along certain generalized geodesics in the $2$-Wasserstein space.