An innovative export plan for "a strategic shift"
- Creation of an automatic support fund for the exportation of cinematographic works, managed by the CNC with an annual budget of €8.5 million
"Exportation is an essential lever for growth. The current figures are good, but we have to kick things up a gear now, make a strategic shift. It is vital that we do so for both economic and cultural reasons. Strong stakeholders are emerging all over the world, in film theatre circuits and on online video platforms. Which is why we must encourage projects with strong artistic and international ambitions. French production, which leads the way in Europe, must "think global" to conquer markets in countries undergoing considerable expansion, such as those in Asia, Latin America and Africa." Making the most of the presentation of the 2015 study on the exportation of French films (a year which saw record receipts of €216 million generated in turnover for international sellers and a strengthening of the diversity of buyer countries – see the study), the president of the CNC, Frédérique Bredin, unveiled an ambitious export plan backed by funding of €12 million a year, €8.5 million of which will go into an automatic support fund for the exportation of cinematographic works.
Based on the principle of "bonuses for international success" and aiming to encourage exporters to take risks in funding works and distributing them all over the world, the fund will support sellers based on the number of admissions racked up by the films in their catalogues in the theatres of 55 countries (more than 90% of the market). This support will be calculated starting with the very first ticket bought, whatever its price (to stimulate sales in countries with strong audience potential even if takings still aren’t all that high), and will reward admissions according to a sliding scale, with four amounts as follows: €0.9 (for up to 50,000 admissions), €0.55 (for between 50,000 and 100,000 admissions), €0.35 (for between 100,000 and 200,000 admissions) and €0.15 (for between 200,000 and 700,000 admissions). These amounts will be increased by 20% for French-language films and for first and second films. Last but not least, films of recognised cultural heritage will be paid the special rate of €0.3 per ticket sold. International sellers will be able to reinvest the funds they receive into MG (minimum guarantees), or market research and promotion. It should be pointed out that the tool is currently still in the experimental stages, and will run for the fixed duration of three years. Moreover, producers aren’t left out of the deal as the automatic support fund mechanism they benefit from will now take international admissions into account (up until now only admissions in France and TV or video broadcasts have been considered).
The export plan (the mechanisms for which were agreed on beforehand by the European Commission) also sets aside an annual amount of €3.4 million for TV works by doubling aid for subtitling, dubbing and promotion (with an increase in the expenses eligible for webmarketing most notably).
Flanked by Jean-Paul Salomé and Isabelle Giordano, the president and director general of UniFrance respectively, Frédérique Bredin insisted in particular on several points: the need to support the most artistically ambitious French projects which can only break even if released internationally, the observation that many French films receive more admissions abroad than they do in France, and the long-term limitations of the French market when it comes to television, with the current major role this plays in funding works not being any guarantee for the future. Lots of things to consider in an increasingly globalised environment, which led to this export plan, a way of exploring new frontiers.
(Translated from French)
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