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ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
ttff/12 marketing and distribution in the global marketplace
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ttff/12 marketing and distribution in the global marketplace

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  • We are assuming that your short is your launching pad toward making a career of other sorts of films – be they features or specialized shorts. As beginning filmmakers, you are creating not only a film, but a book about yourself. This book is made of the events you attend, where your films show, the people you meet and their opinions of you. If opinions of you and your work are positive then you will find support and direction for your career. Success for filmmakers is having their films seen. The corollary effect of this is having films earn money.
  • Commerce = Distribution = Cash Flow In the end, there must be a “value” to the film. People must pay to see the film by buying tickets, downloading, etc. Investors must be repaid once the film is completed if the filmmaker wants to make another film. As we see it, the fundamental exchange is when filmmakers are compensated directly for the work they have created.
  • FILMMAKER’S HEAVEN = DISTRIBUTION How to find distribution U.S. Distribution International Sales Representation Festival Exposure Alternative Modes of Distribution
  • Sundance is good because if only 10% of the films actually get picked up for sales and distribution, the remaining films receive direct and brandname help entering the digital and social networking marketplace. However, for press coverage or industry attendance other great US fests include Palm Springs, SXSW, New Directors/ New Films. International fests where buyers and sellers go include the majors and genre fests such as Anneny for animation, Sitges for fantasy, sci-fi, horror, San Sebastian for Iberoamerican, etc.
  • The international independent film circuit begins in September at TIFF THE BIG FIVE: 3 major de jure markets (AFM, EFM, Cannes Marche)– and many other second tier markets 2 major de facto markets (TIFF, Sundance) – part of the festival circuit 5 major film festivals – increasingly including markets AND PREMARKETS AND YOUR OWN TARGET, e.g. ttff
  • Variety today talks of Warner Bros. leading the pack with its vertically integrated “Country Manager” fare comprising a good portion of its $2.93 billion overseas box office last year, an all time high. Such attention to local language productions by the studios began in the late 1990s when Warner Bros. Richard Fox and Sony’s Gareth Wigan spearheaded initiatives and Disney joined in with its own foreign co-productions and acquisitions. Gareth Wigan speaks from the studio point of view. Gareth sees the movie as reaching the broadest, biggest audience possible, but there are other audiences who are not looking for the biggest, best made, most action, most teen age shenanigans type film. They are looking for a cultural mirror of themselves in other contexts.
  • To read a trade daily is as important as brushing your teeth, drinking water and exercising daily.
  • Short film cover the whole range of categories – animated, documentary, experimental, live action, musical, travelogue, to name a few. They allow experiments with cinematic styles and format at the starting point in many sorts of film careers. Specialized festivals need to be researched and there are many ways to do this.
  • If there are 10,000 feature films per year vying for a sales agent and distribution, how can you, a beginner, a short filmmaker, stand out?
  • It helps to know the taste of programmers if you are interested in their festivals.
  • Here are samples of Hebe’s choices to share with you.
  • THE CIRCUIT Start: Toronto,September 6 – 16, 2012. Toronto shows shorts. http://tiff.net/ Sundance shows shorts. January 17 – 27, 2013. http://www.sundance.org/festival/ Clermont Ferrand shows shorts. Market included Feb 1 – 9, 2013. http://www.clermont-filmfest.com/index.php?m=129 Berlin shows shorts. Int’l Fest and at Talent Campus. February 7-17, 2013. http://www.berlinale.de Oberhausen shows shots. Market included. May 2 – 7, 2013. http://www.kurzfilmtage.de/index.php?id=2147&L=2     Cannes shows shorts. Fest and Shorts Corner. May 9 – 19, 2013 http://www.cannescourtmetrage.com/uploads/albums/BrochureCCM_12.pdf (Cannes FF, Critics Week, Directors Fortnight are all separate) Sarajevo Talent Campus, Locarno, Cuernavaca, NeXt, Santiago de Chile, Palm Springs ShortFest, and many others may suit your film and your career goals in the film business. BE AWARE of RULES so you don’t disqualify yourself from the best.
  • Transcript

    • 1. trinidad + tobago film festivalMARKETING AND DISTRIBUTION IN THE GLOBAL MARKETPLACE Sydney Levine Sydney@SydneysBuzz.com www.SydneysBuzz.com
    • 2. THE INTERNATIONAL INDEPENDENT FILM CIRCUIT INTERNATIONAL FILM BUSINESS: MARKETING, SALES AND DISTRIBUTIONThe Film Business means creative people with their particular traits meetbusiness people, and together they create and distribute a work of art orentertainment and / or cultural or political meaning.This mix is often very volatile.
    • 3. The Film Business Means Distribution
    • 4. WHY DISTRIBUTION? CASH FLOW IS CRITICALWhy is cash flow critical? •To pay back investors •To make reputation •To make your next film
    • 5. Filmmaker Heaven
    • 6. HOW WILL YOU MARKET YOUR FILM?• 10,000 films are completed per year in the marketplace.• Yours yours must stand out from the rest.• 400 international sales agents license rights for specific genres of films to• 2,500 distributors using theaters, TV, DVD, online streaming and downloading in their country, one of• 60 distribution territories chosen out of• 2,500 to 4,500 films and projects offered per market• 3 major markets: Cannes, AFM, Berlin• 5 major festivals: Sundance, Toronto, Cannes, Berlin, and …..the one that’s best for your film
    • 7. Overview Of The Marketplace• 70% International Markets• 30% U.S. Market• Major Studio Dominance: • Multiplex Cinemas vs. Independent Arthouse Cinemas • Local Production vs. Majors• Shifting Markets •Media •Countries• Digitization •Theaters •Online Streaming & Downloading
    • 8. The International Film Business takes place on The International Film Circuit 3 Reasons to Be on The Circuit: ** Important Window on Culture ** Individual Commerce ***Networking
    • 9. The International Independent Film Circuit
    • 10. THE PLACE OF FESTIVALS IN THE CHAIN OF FILM DISTRIBUTION AND EXHIBITIONFestivals play various roles in the life of a film. • If a film is looking for distribution, the festival may be the place where potential distributors see it with a live audience which will give them a feel for how it appeals to audiences. • If a film has found distribution the festival may service to “launch” its theatrical release in the territory where the festival is held. • A festival may launch the film’s life digitally so that the only “live” play with filmmakers themselves present may be at the festival. • After that the film’s remaining days may be spent digitally slowly or quickly making the filmmaker known worldwide and perhaps strengthening the hand to make the next film. •If a festival requests the film, there may be a fee of $1,000 to $1,500 charged to the festival for its exhibition. This special case scenario needs elaboration.
    • 11. Theatrical Exhibition in No. America To have a theatrical release is still important: Especially to the filmmaker!• NATO says there are 5,932 cinema sites in the USA (39,233 screens).• Based on an initial broad survey done as research for the Arthouse Convergence and the Sundance Institute, there are between 1,000 - 2,000 classically configured Arthouse theaters• “Classically configured” is a facility based program of contemporary independent American, foreign language and documentary films, as well as classic films, which operates 8 months or more a year. So, a round number to use (before the survey research comes to a more conclusive number) is about 1,500 Arthouse cinemas.• There are at least 1,000 more or less “classical” Arthouse sites in North America, by the time universities, art museums, community cultural centers, film societies, small film festivals (Japanese, Chinese, Indian, Polish, Iranian, African, Brazilian, Mexican, Swedish, gay/ lesbian, documentary, silent film, film noir, horror, etc.) are counted.• There may be more than 5,000 Arthouse cinemas if we broaden the definition. This broader Arthouse cinema definition includes all community-based, mission-driven type cinemas (some may program more main-stream films than a classically configured Arthouse), as well as film societies, museums, universities and performing arts organizations that present films and small film festivals (film programs that would include organizations which program more narrowly constructed or short-term or “pop-up” film series).
    • 12. The international independent film circuit begins in September at TIFF.BUT for you, it begins when your film or project is ready (REALLY READY) for entry intothe marketplace.•3 major de jure markets + 1. American Film Market – November, Santa Monica CA 2. Berlinale’s European Film Market 3. Cannes’ Marche de Film •And many other second tier markets •Warsaw Cent/ East •Hong Kong HAF•2 major de facto markets – part of the festival circuit + 1. TIFF 2. Sundance •And many other fests with SIOs (Sales & Industry Offices) •Locarno, San Sebastian, Karlovy Vary •Guadalajara, etc., etc., etc.•5 major film festivals – increasingly includes markets 1. Cannes 2. Berlin 3. TIFF 4. Sundance 5. And the best one for you depending of timing, genre, trade attendance• Premarkets •Rotterdam Cinemart •IFP No Borders •Pusan Asian Film Market •San Sebastian, Toulouse, Guadalajara, etc., etc., etc.
    • 13. Overview International TerritoriesThe importance of the international market determines which films sell best at the moment and has created international co-productions as the engine driving the business.The international market into four main areas:• U.S.A. = 30%• Europe. Between 25 and 30% of their total worldwide business is done in Europe, where (in order of admission numbers) the major markets are France, UK, Germany and Spain. Per capita attendance in Europe is much lower than in North America, with an average of just 2 visits per person in 2002.• Far East (including Australasia). The major markets in the Far East sector are Japan and Australia, with South Korea growing fast• Latin America. In Latin America, the two main markets are Mexico and Brazil, though #1 in arthouses film production is Argentina. Chile and Colombia are the fastest growing in production.• The largest & fastest growing markets are the BRIC countries: Brazil, Russia, India, China
    • 14. The IndiesThe flipside of the mass markets which majorstudios target is that of the independentfilmmaker -- especially the filmmaker who istrying to get into “The Business”. The newfilmmaker and the arthouse indies who findsuccess usually find it with smaller niche typeaudiences.Finding this audience is key to the filmmaker.
    • 15. Hope for Film: Distribution Options
    • 16. Before reaching your target market you must get an international sales agent who will license your film to distributors who will get your film to the target audience. How to Get an International Sales Agent: Pitch Your Project! Things to Know: • What is a deal structure • What is appealing to international markets • Names - how to find out what names • Genres • Printed matter • Trailers • Box office and % by country
    • 17. Key Trade Magazines Free online trades and blogs include www.FilmNewEurope.com www.Cineuropa.org www.IndieWIRE.com www.DeadlineHollywood.com www.TheWrap.com www.FilmBizAsia.com Pay trades include www.ScreenDaily.com www.Variety.com www.HollywoodReporter.com LeFilmFrancais BlickPunktFilm
    • 18. Places to go for information• BoxOfficeMojo.com• Distributors of a film: IMDbPro.com Company Pages• Distributors of a film: Screenbase.com ( ScreenDaily.com)• International Sales Agents and Distributors of a film: Cinando.com and IFTA.
    • 19. Some Current Issues Facing the Distributors MarketDigital Delivery (Example: Hulu) The day has come that films are now being distributed and screened digitally. There are still issues to be resolved over security - with piracy an increasing problem, the transmission mechanism for the digital output will need to be 100% secure. The different methods of transmission available - satellite, cable and data file - will have to be assessed against this criterion but also for their ease of delivery and relative costs.Day and Date Distribution (Example: IFC) With the various exploitation windows closing, there is an increasing trend towards films being released internationally on the same day as (or close to) their North American release. This has the advantages of reducing the opportunities for piracy; enabling marketing campaigns from the US to roll over into other territories; and allowing earlier exploitation of other windows. On the other hand, day and date releasing requires new prints and means that marketing spend must be committed internationally before the studio knows how the film has played in the US. It also reduces the time that the distributors have for sorting out dubbing, classification and other issues in each territory and makes it less likely that the talent will be available to promote it in as many markets. In practice, decisions on release pattern will continue to be taken on a film by film basis, with release dates generally moving closer to the initial US release.Hybrid (Explained by Paradigm Consulting)Some films are better using a mixture of DIY (Do-It-Yourself) distribution, mixing companies to get the most out of all platforms.
    • 20. Convincing the Audience, Country by Country• Some movies do great business in unimagined countries. It might do great in Russia while in the U.S. it was one of the worst movies.• Graphic design, marketing and publicity need to send the message the audiences want to see and/or hear. The audience has to be motivated, intrigued and feel the need to see the specific movie or tv show.
    • 21. SUMMARY• From the first draft through distribution plans: Know your audience and pitch toward it.• Stay true to your vision but present it with your audience in mind.• Marketing begins with the inception of the idea.
    • 22. END OF PART I
    • 23. BEGINNING OF PART IIA SHORT DIGRESSION ON SHORTS My personal all time favorite: • Bambi Meets Godzilla • IMDb List of 50 best
    • 24. Top 6 Fests for Shorts (but not the only important ones!)1. The film circuit starts in Toronto, September 6 - 16, 2012. http://tiff.net1. Sundance FF. January 17 – 27, 2013 http://www.sundance.org/festival/ or see the winners 20121. Berlin Fest and Talent Campus. February 7 – 17, 2013 http://www.berlinale.de1. Oberhausen Fest and Market. May 2 – 7, 2013 http://www.kurzfilmtage.de/index.php?id=2147&L=21. Clermont Ferrand Fest and Market. February 1 – 9, 2013 http://www.clermont-filmfest.com/index.php?m=1291. Cannes Fest(s) and Shorts Corner http://www.cannescourtmetrage.com/uploads/albums/BrochureCCM_12.pdf1. Sarajevo Fest and Talent Campus. July 6 – 14, 2012.
    • 25. How to find “your” festival and “your” demographic• Short films cover a whole range of categories – animated, documentary, experimental, live action, musical, travelogue, fashion, to name a few, and they allow experiments with cinematic styles and format at the starting point in careers.• Research the types of festivals which reach your type of audience demographic.• British Council Festival Directory lists 1495 Festivals. http://film.britishcouncil.org/festivals-directory• Withoutabox lists more than 5,000. https://www.withoutabox.com• OpenFilm http://www.openfilm.com/film-festivals/
    • 26. Oberhausen• "Short film is a great first step for a budding filmmaker. Thats how I made my beginnings and Oberhausen was an important step on my path to become a Director." -- Roman Polanski• "I smoked my first cigarette here. For years, I saw every single film at the Westdeutsche Kurzfilmtage, looking forward to those days in Oberhausen every year. These events were important for me, for my decision to become a filmmaker." --Wim Wenders
    • 27. These tips need to be kept in mind by producers for shorts as well as for features.• Invest time on a good script. You can sometimes (only sometimes) make a great film from a good script but you can never make a good film from a bad script.• Be digital (or have your film in digital format). MAKE SURE YOUR LINK WORKS!• Have all rights cleared. Have a clear chain of title. You need a competent lawyer to do this. Important!!• Target your audience. Always keep your end user in mind when developing, producing and marketing your film. – This is not only the person in a paying audience that your film is aimed to please. – It is also the acquisitions, marketing and finance executives who will choose to acquire the film for their end user distribution channels, outlets and venues.• Be careful in your choice of festivals. If you have 100 short film festivals, how do you choose the ones that are right for you? The purpose of festivals is to find end users.• The money you save by being selective in choosing festivals should be used to promote the film when it is in the chosen festivals.• Take photos of action and actors on the set for key art and posters.• Choose affordable music (affordable to clear rights, and be careful here because the music industry has very different standards and rates for festival only films and then for films that get commercial distribution).• Negotiate distribution possibilities and rights with actors. You will need an attorney.• Create a good crew.• Understand distribution possibilities before shooting.• Be aware of windows of distribution. Windows in brief are the exposure a film receives in a certain order that is changing with the changing technology. They are Theatrical, PPV, Pay TV, DVD, Free TV, Online• Have professional contracts when granting rights.
    • 28. HOW WILL YOU MARKET YOURSELF AND YOUR FILM? You must stand out from the rest.
    • 29. Win Prestigious AwardsThe European Film Academy and Euro Shorts matter!
    • 30. Programmer Hebe Tabachnik• World Cinema Programmer Los Angeles and Palm Springs Film Festivals• Short Film Programmer Los Angeles Film Festival• Member, Screening Committee International Documentary Association (IDA) Awards• Member, Board of Directors, Dance Camera West
    • 31. Hebe’s Picks• FOCUS FORWARD have premieres in several festivals (Sundance, SXSW and LAFF). They are all 3 minutes long. The link is http://focusforwardfilms.com/#films• At Los Angeles Film Festival this year’s Winner for BEST ANIMATION was THE PUB by Joseph Pierce (8’). (His previous film Stand Up showed at a previous LAFF.) https://vimeo.com/31755824 Password: thepub_novThese are two longer shorts, also at LAFF, and were two of my favorites.• CONTRA EL MAR/ AGAINST THE SEA directed (USA) by Richard Parkin (19’) - Drama http://vimeo.com/24696543 Password (Case-Sensitive): Parkin• NEXT DOOR LETTERS by Sascha Fülscher - Sweden - ANIMATION - (15’) www.vimeo.com/rafilm/nextdoorletters Password: nextdoornextdoor• My personal all time favorite: Bambi Meets Godzilla• IMDb List of 50 best
    • 32. THE YEARLY FILM FESTIVAL AND MARKET CIRCUIT OberhausenA Clermont Ferrand
    • 33. Catalogs of distributors and buyershttp://www.unifrance.org/film/espace-courts-metrageshttp://www.unifrance.org/catalogue/distributeurs-CM.pdfhttp://www.unifrance.org/catalogue/acheteurs-CM.pdf
    • 34. SUMMARY• From the first draft through distribution plans: Know your audience and pitch toward it.• Stay true to your vision but present it with your audience in mind.• Marketing begins with the inception of the idea.

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