For the first time, Europa Distribution and CPH:DOX - Copenhagen International Documentary Film Festival, joined forces to host an exclusive workshop for film publishers and distributors of the association. Taking place from 23–26 March, this closed event focused on the release and promotion of documentaries, featuring in-depth case studies and strategic insights into theatrical and VOD campaigns. Over 15 independent distributors from across the European Network came together for this collaborative session, exploring topics such as audience engagement, admissions performance, and marketing approaches. Alongside this workshop, attendees also engaged in networking opportunities and other industry activities offered through the CPH:DOX Industry Programme, including a working session with sales agents.

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The first distributor to present was Vera Herchenbach from the Australian-based company Madman Entertainment. She shared the release strategies of two films, Ernest Cole: Lost and Found [+leggi anche:
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scheda film], directed by Raoul Peck, and Becoming Led Zeppelin [+leggi anche:
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scheda film] by Bernard MacMahon. Herchenbach started off with Ernest Cole: Lost and Found, illustrating the difficulty of launching archival or historic documentary content in a very saturated market. Despite Peck’s auteur status, the film’s niche subject struggled to resonate beyond film festival circles. The film was released on Madman’s SVOD platform DocPlay, which caters to audiences outside Australia’s main cities. While box office results were modest, the film is expected to find a long-tail audience through educational and platform programming, especially when curated alongside Peck’s previous work (I Am Not Your Negro [+leggi anche:
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In contrast to the previous film’s archival gravity, Becoming Led Zeppelin was built for event cinema. After a long production journey and input from surviving band members, the film positioned itself not just as a documentary, but as a concert experience. The release emphasized IMAX and large-format screens, paired with exclusive souvenir booklets. A key strategy was to position the film as the first authorized all-access film about the origin and rise of the legendary band, featuring never before seen interviews and footage. Unlike political documentaries, Becoming Led Zeppelin gained on fandom, nostalgia, and group viewing, drawing in audiences who may not typically attend –documentary– cinema. This film demonstrated that musical legacy content, when framed correctly, can be very successful.

The second case study was presented by Vincent Quek from Anticipate Pictures in Singapore, who shared their release of Black Box Diaries [+leggi anche:
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scheda film], an Oscar-nominated documentary by Shiori Itō. Competing with a crowded festival schedule around the release date in November 2024, overshadowed by other Oscar nominations, and subject matter deemed too heavy for young adult audiences, the release was a modest success. Challenges occurred in preparing the social media assets, as it is a film that needs to be treated with a certain delicacy and sensitivity. Despite these challenges, the company found its way to an effective marketing strategy through original carousel posts and compelling quotes. Efforts to build support through NGOs and women's rights groups stalled, and the absence of a director Q&A further hindered outreach. The film, which was based on a book, reached one of the organizers of the Singapore Writers’ Festival, who invited Anticipate Pictures to host a screening at the next edition, potentially extending the film’s life and impact in 2025.

Next up was Droo Padhiar from Dogwoof (UK) to speak about their release of No Other Land [+leggi anche:
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intervista: Basel Adra, Yuval Abraham
scheda film] by Yuval Abraham, Basel Adra, Hamdan Ballal and Rachel Szor. The film was launched theatrically in November—as already mentioned in the previous case study, a busy period dominated by big-budget films and awards contenders. Despite the headwinds Dogwoof succeeded in securing spots in independent cinemas, and released the film to digital platforms within four weeks. The campaign successfully generated widespread industry recognition and public interest through strategic PR initiatives, media coverage and filmmaker interviews. Their target audience was very broad, as the topic is relevant for everyone. A strong push for BAFTA and Oscar positioning drove renewed visibility. The film achieved strong box office results, maintaining steady audience engagement throughout the campaign. This was obtained through targeted outreach, strategic advertising, and cultural partnerships, including with the Norwegian Embassy and various Palestinian organizations. Due to critical acclaim and audience demand, the film received additional cinema screenings beyond its initial release, showing a successful lifecycle campaign. Dogwoof also organized a lot of one-off special screenings, for people who have missed the first theatrical release. This campaign further solidified Dogwoof’s reputation as a leader in innovative documentaries, showcasing their expertise in elevating prestige titles during award season.

The last presenter was David Van Marlen from Cherry Pickers Film in the Netherlands, who also distributed Oscar-winning documentary No Other Land. Their campaign in the Netherlands was centered around No Other Land’s IDFA (International Documentary Film Festival Amsterdam) success in November, where filmmaker presence and strong word-of-mouth drove 8,000 festival admissions. The wide release followed in January, boosted by coverage in major press and partnerships with organizations like PAX and Dutch Jewish communities. January is a month of strong competition in the Netherlands, due to many IDFA documentaries being released. Emphasizing the film's human drama over political messaging, and positioning a focus on the friendship between the co-directors, helped the film rise above “news fatigue” and land with broader audiences. The online campaign was very small, yet the engagement was very strong.

Both presenters highlighted the No Other Land’s strengths, including its acclaimed recognition at festivals, which enhances its credibility and visibility, and its engagement with urgent, timely political and social themes. However, they also acknowledged potential threats, particularly the political sensitivity of the content and the advertising challenges posed by platform restrictions on political material.

From political urgency to pop culture nostalgia, the Europa Distribution workshop at CPH:DOX 2025 highlighted the diverse challenges and creative strategies behind documentary releases, revealing the position of documentaries in today’s fragmented media landscape. Through case studies and shared experiences from various parts of the world, distributors showcased how thoughtful positioning, strong partnerships, and tailored campaigns can help impactful stories reach wider audiences, even in a competitive and sensitive landscape. Europa Distribution will continue its role as network and think tank in upcoming events in Annecy, Haugesund, Venice and San Sebastián.

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