Terry StevensHead of Home Entertainment, Dogwoof 13th October, 2012
UK based distributor with a specialist focus on documentary since 2007. Titles include The Age of Stupid, Burma VJ, Bobby Fischer Against The World, The Interrupters, Bombay Beach, Marina Abramovic The Artist Is Present Specialise in developing/ building partnerships with third parties like Christian Aid, The Co-operative, Oxfam, Amnesty International, Nike etc… We cover all windows from theatrical, through to home entertainment and TV and ancillary sales First company to launch film on DSN (King’s Game) in 2004 Continue to experiment with new technology to find audiences
Took on rights for UK in early 2010 at Cannes after earlier screening in UK Quality film with large audience potential across demographics Potential to gain a dedicated, ‘cult’ following Strong potential in “event cinema” and also in Home Entertainment owing to particular nature/ genre of the film Would have a very long tail given contemporary subject matter
Winner of the 2010 Sundance Grand Jury Prize, andheralded as possibly the best war film ever made,Restrepo focuses on the deployment of a USplatoon in Afghanistan’s hostile Korengal Valley .Over the course of 15 months, the two filmmakersTim Hetherington and Sebastian Junger (author ofThe Perfect Storm) lived with the unit shadowingtheir every move, resulting in extraordinaryfootage. From spectacular combat and ambushscenes to difficult discussions with local villageelders, civilian and military deaths, never beforehas such access been granted. Restrepo is as closeas it gets to seeing what life as a soldier is reallylike.
WHAT IS THE TARGET AUDIENCE? We identified 2 main target audiences: PRIMARY: The ‘Guardian’ readers: ANGLE: Journalism at its best – transparency, no agenda. Focus on press around the filmmakers, their experience of shooting the “raw experience of war”, and their success in reporting conflict in an utterly transparent way. SECONDARY: Mainstream - predominantly male audience 18-35: ANGLE: The real deal, and the real heroes. The soldiers’ voice, the experience through their eyes. The mates, the missions, the good times, the bad times. This is the real deal, the most dangerous valley in Afghanistan. Forget what you’ve seen before, the war films, the news reports; this is it.
OTHER: Women ANGLE: The complexity of war pared down to the simplicity of emotions. The guys, their vulnerability, what they feel, who they miss, and how they cope. From several previews screenings, women’s response to RESTREPO was overwhelming. We were approached by many women wanting to show the film or take part in the campaign. They described the film as “finally, an uncomplicated, apolitical, humane piece of film making about the soldiers as human beings, rather than machines serving for someone else’s purpose.”
WHAT IS THE TOPLINE RELEASE STRATEGY? How do you ‘find’ your audience? Concentrating windows, mix of London and key cities opening cinemas, alternative venues, focusing on social media and online marketing to build and spread word of mouth, generate debate and grow online community interactivity online.
Concentrating windows: Given the TV broadcast date and in order to achieve the widest reach and highest possible revenues, the strategy was to concentrate the release as much as possible by bringing release windows closer. The release strategy revolved around the notion that RESTREPO is a film that would generate significant word-of-mouth, so closer release windows will maximize impact and make the film available to everyone while there is buzz.
CAMPAIGN ELEMENTS The campaign focused on: Enabling people to get actively involved in the film campaign long before the release. Capitalising on word-of-mouth, growing it to maximise exposure for other windows. Enabling anyone in any UK area to see this film while the buzz is happening. To integrate physical community screenings with the online space, rather than treating them as different areas. We want to create a synergy between physical and online exchanges.
Excellent reviews £60K+ made in cinemas 15K+ DVDs sold to date and continued strong sales No. 1 documentary title on iTunes Oscar nominated Recognised as one of our most successful campaigns to date