Industry Report: Marketing
How marketing of films and audiovisual products is changing: analysis, case studies and strategies
During the training held by the Cinema and Ausiovisual Centre for French-speaking Belgian film professionals, a review of new, off-the-wall ideas that have been used to promote and distribute European films
As part of our Future Leaders: Producers feature running in Screen’s May issue, we sought expert advice for new producers entering the industry and learning how to navigate this insular and complicated business.
The web-users responsible for Grégoire's (Toi + Moi, etc.) rise to fame thanks to the community lable My Major Company have reason to rejoice: they can now gamble on a film successfully being released in cinemas and, as such, become a mini codistributor. All this thanks to the website, Peopleforcinema.com, which is riding the current wave of "Participative marketing".
I've been attending a lot of conferences lately, in an effort to learn more about how the various cogs in the wheel are reacting to the disruptive technologies and content platforms causing so much animated discussion at the highest levels of media producers and distributors.
We all know by now that we should have a blog about our film, social sites, and YouTube channels, but how should we use these to create compelling content that will actually drive views, likes, and sales of our films?
Having product appear in a feature film us a form of advertising becoming more and more common by business in cinema. Havana Club, a Cuban rum producer and distributor, has adopted an unprecedented and much subtler stance on the matter by coproducing the musical film "7 Days in Havana". A reflection on this innovative marketing approach.
European Audiovisual Entrepreneurs (EAVE) held its Film Marketing Workshop from December 1-5, 2010. Over 30 producers and film professionals from the world over gathered in Luxembourg to better understand film marketing strategies.
On July 2010, the Media Business School held the tenth edition of Marketing and Distribution workshop. Cineuropa had the chance to talk to José Garasino, director of activities of the Media Business School, and Julia Short, MD course director, about this training programme.
Kate Lambert, Account Manager at communications agency JAM, took part in the 2010 edition of the Marketing & Distribution course at the Media Business School, where she gave a lesson entitled “The Role of Internet Marketing”. Cineuropa spoke with her about this marketing method which is becoming increasingly important for promoting productions
Fraser Bensted, Independent Film Sales Manager of Picture Production Company, took part in the 2010 edition of the Marketing & Distribution course at the Media Business School, where he gave a lesson entitled “Audio Visual - Creating Promos and Trailers”. Cineuropa spoke with him about this important aspect of communicating with audiences about a production
During the ninth edition of the of Marketing and Distribution workshop held by the Media Business School Cineuropa met José Garasino, director of activities of the School, and Julia Short, MD course director who talked about the training programme.
The marketing strategy for the release of Persopolis, considered one of the major critical successes on the arthouse circuit. The film was released by the company Sony Pictures Classics, which had prior experience in handling an animated film from France.
Anne Sanchez is Associate Director of Agence Mercredi, dedicated to the promotion and marketing of films in France. She gives guidelines for a suitable marketing strategy, highlighting the difference in the promotion of animation and live action movies
Isabelle Fauvel (Initiative Film), explains the concept of “pitching”, after her experience with the young Mediterranean professionals within the framework of the EU-funded Euromed Audiovisual Programme.
The article presents the different distribution strategies for the release of 2 Days in Paris by Julie Delpy, trough interviews with three European distributors from Norway (Oro Film), Switzerland (Xenix Filmdistribution) and France (Rezo Films).
The Europa Distribution conference on Film Marketing on Internet gathered experts who presented four different ways of promoting a movie on Internet: websites, partnerships, investments, viral marketing and community sites.
FilmFestivals.com and CFC Media Lab organized a panel on the future of online marketing for films. Online marketing is currently exploding, although not everyone yet knows how to handle it. The discussions focused on the best ways to promote a movie through the blogosphere and Internet.
The European (EFCB) and Mediterranean Films Crossing Borders (MFCB) programmes always occur in tandem with major festivals. One of the goals is to accelerate the development of new talents and facilitate distribution of their films abroad. The article collects opinions of tutors and participants about the 2007 edition of Cannes.
Case study: collaboration between the domestic German distributor X Verleih and the international sales agent Bavaria Film International, for the production of Sophie Scholl: The Final Days. How to maximize the earning potential both nationally and internationally.