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Giffoni Identity - english version

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Giffoni Experience numbers & format

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  • Hello I've taught EFL in Giffoni in secondary schools for two years and still feel a sense of belonging to the school & people there:) I know the children love the film festival so I wish you all the very best of luck!!
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Giffoni Identity - english version

  1. 1. BORN TO BE DIFFERENT
  2. 2. The MISSION OF THE GIFFONI EXPERIENCE IS TO SPREAD THE YOUTH FILM CULTURE IN ITALY AND AROUND THE WORLD, TO CREATE OPPORTUNITIES FOR CONFRONTATION AND EXCHANGE AND TO PRESENT THE MOST COMPLETE SELECTION OF INTERNATIONAL FILMS DEDICATED TO CHILDREN, YOUTH AND FAMILIES. AND MUCH MORE! GIFFONI EXPERIENCE is a NO PROFIT ORGANIZATION FOUNDED IN 1973
  3. 3. The world leader children and youth film festival
  4. 4. EVOLUTION OF THE LOGO 1971 - 1988 1989 - 2008 SINCE 2011 2009 - 2010
  5. 5. HOW CAN YOU DESCRIBE THE GIFFONI EXPERIENCE CULTURAL EVENT LEARNING EXPERIENCE FILM FESTIVAL SOCIAL HAPPENING MASS PHENOMENON COMMUNITY
  6. 6. “CULTURE AND ENTERTAINMENT SPONSOR VALUE” IPSOS SURVEY – STAGE UP 2010 TOP 10 most followed events in Italy 1. Carnival - Venezia 2. Venezia Film Festival 3. Palio di Siena 4. Eurocholate - Perugia 5. Carnival - Viareggio 6. Roma Film Festival 7. Book fair - Torino 8. Giffoni Film Festival 9. Miss Italia 10.Vinitaly - Verona
  7. 7. “CULTURE & ENTERTAINMENT SPONSOR VALUE” Research ISPOS Survey – STAGE UP 2010 Interest Groth Rate Cultural Events 2008 -2009
  8. 8. LIFE EXPERIENCE FOR YOUTH DRIVING FORCE OF THE INDUSTRIAL DEVELOPMENT LOCAL ECONOMY ENGINE SOCIAL TEMPLATE TO BE STUDIED “Model” organization Imitated FORMAT COMPLEX PROJECT Supreme Brand Exportable Brand
  9. 9. Edition n. 43 2013
  10. 10. 200.000 S p e c t a t o r s p a r t i c i p a t i n g t o t h e e v e n t
  11. 11. 70.000 S p e c t a t o r s a t t e n d i n g S t r e e t s h o w s
  12. 12. 30.000 S p e c t a t o r s j o i n G i f f o n i c o n c e r t s
  13. 13. 500 press cuttings (newspapers and magazine) 15.000 news on 3.500 websites all around the world.  + 500% than 2012. 300 news releases in 10 days by the most important News Agency in Italy
  14. 14. SPECIALS CANALE 5 AND ITALIA 1 DAILY STRIPS STUDIO APERTO, TG 5 AND TGCOM 30 days “on air” SERIES “ANNI RIBELLI” LATE NIGHT FILMS RETE 4 450 COMMERCIALS ON 3 CHANNELS PRESENCE GFF 2013 ON 45 MILLION people in Italy followed the GIFFONI FILM FESTIVAL on Mediaset (aggregated total)
  15. 15. About 30 million italians followed Giffoni on pubblic televisions 30 news to cover the event with 5 live RAI GULP specials in August e several episodes Duringthe next television season
  16. 16. • 10 Highlights special on SKY CINENEWS • 2 “Focus on Giffoni” by SKY CINENEWS • Daily post on Sky social networks about Gx
  17. 17. 165 news radio and interviews 30 live coverages on ISORADIO & M2O
  18. 18. Being very strong on the web and building up relationships means creating a legacy. A good face book page and twitter, enable you to give fast and useful information to your followers.
  19. 19. 66.543 N.1 among the FaceBook pages dedicated to film festivals in Italy and N. 9 in the World Updated 16 sept 2013 (35.000 on 4/9/2012 – Boost: + 90%)
  20. 20. FB FILM FESTIVAL PAGES FESTIVAL LIKE P.T.A. SUNDANCE* (jan) 419.552 1.417 DOHA FILM INSTITUTE* (march) 200.767 1.519 BIENNALE DI VENEZIA* (sept) 170.236 6.148 TRIBECA (apr) 139.878 2.225 CANNES FILM FESTIVAL (may) 104.980 367 BERLIN FILM FESTIVAL (feb) 95.902 1.147 TORONTO FILM FESTIVAL (sept) 72.494 6.014 TAIPEI GOLDEN HORSE (nov) 68.624 5.418 GIFFONI EXPERIENCE (lug) 66.543 5.603 **FESTA DEL CINEMA DI ROMA (nov) 24.610 171 **MILANO FILM FESTIVAL (set) 15.656 2.139 **ISCHIA GLOBAL FEST 8.791 81 **FESTIVAL DI TAORMINA (lug) 7.743 19 P.T.A.: active people on pages **: Italian festivals Updated on 16 / 9/ 2013 *: cultural institute
  21. 21. 31.279 followers 6.780 @ 8/9/2012 || Boost : + 360% N.13 in the World among the Twitter accounts dedicated to film festivals Updated 8/9/2013
  22. 22. EQUIVALENT ADVERTISING VALUE 2012: social €3.790.000 - Web: €6.230.000 - Total €10.020.000 2011: social €1.360.000 - Web: €3.339.000 - Total €4.699.000 Data 2013: social €4.755.234 - Web: € 17.207.748 - Tot: €21.962.983
  23. 23. 3.600 FILMS SCREENED
  24. 24. The shared heritage Giffoni experience contributed to elevate the quality and the distribution of youth cinema. 7963 movies in preselection 75 school productions (2000/2012) 10 film series in DVD 18.000 film included in the database
  25. 25. 91.000 Jurors from all over the world
  26. 26. 3.5 million spectators in attendance over 40 years
  27. 27. 54 nations cooperating with GIFFONI
  28. 28. 160 Degree thesis
  29. 29. Training In Bologna, Parma and Salerno , the following was carried out: 6 Event Specialist editions 10 Event Manager editions 8 Press office specialist editions 4 Screenwriting editions GFF has absorbed with zero cost over 60 interns in the last 4 years. Who worked for the organization learning the most important elements for their future carreers
  30. 30. 250 days Of activities a year Abroad and in Italy
  31. 31. SCHOOL in CINEMA GIFFONI PRODUCTIONS
  32. 32. 76 among employees, organizers, consultants and annual collaborators
  33. 33. 270 companies providing services connected to us
  34. 34. 1200 FAMILIES INVOLVED IN THE “ADOPTION OF JURORS”
  35. 35. Over 50 workshops, seminars and lectures in Italian and foreign Universities
  36. 36. The PRINCIPAL HISTORICAL steps 1. THE WORLD ARRIVES IN GIFFONI 2. FROM EVENT TO “CULTURAL FIRM” 3. FROM FESTIVAL TO ANNUAL project 4. GIFFONI IN THE WORLD
  37. 37. We are not a festival like others MANY THINGS MAKE US DIFFER FROM A “NORMAL” FILM FESTIVAL - CONTINUITY: our activities go beyond the days of the event (7, 8, 10… days) - DIVERSIFICATION OF ACTIVITIES: music, theatre, street art, social focus, art - INFORMALITY: open approach towards audiences - COMMUNITY: continuity and guide for our audience during the year - SHARING: the festival programme is discussed with users and developed together - THE NUMBER OF JURORS: the only one in the world - THE SOLIDITY OF THE STRUCTURE: the permanence of the structure is an added value and guarantee
  38. 38. - 1 - FILM SELECTION CRITERYA 1. We choose films (among the most important world productions) that are not necessarily made for kids, but “must” be whatched by kids. 2. The films selected by Giffoni Experience follow the homogeneity cryteria. Meaning that in relation to the 13 to 15 year olds section, the main character of the film will most likely be of the same age. 3. A GFF film must never offend or upset the sensitivity of its core audiences, but can be a thought provoking movie nonetheless. 4. The GFF does not worry about setting up a geo-politically correct programme. Its main worry is for quality.
  39. 39. Struttura giornate -2- THE STRUCTURE OF THE FESTIVAL’S TYPICAL DAY The jurors divided into various panels according to their age, whatch one film a day and after the screening they discuss the film with the artistic or technical staff in the theatre. Whilst the youngest jurors can have fun (and learn) in the creative workshops set up together with the sponsors, the oldest kids, from 13 on have two meetings a day with the biggest stars in attendance at the Festival. continues
  40. 40. Struttura giornate After the meetings with the stars they have the opportunity to chill out in the various locations of the festival “spread” in the entire town: animation and theatre, street artists or just relax in the Giffoni Hollywood park, next to the Cittadella del Cinema. The day ends with music performances by acclaimed artists at the Stadio Comunale in Giffoni. -2- THE STRUCTURE OF THE FESTIVAL’S TYPICAL DAY
  41. 41. ELEMENTS +3 3/5 y.o. ELEMENTS +6 6/9 y.o. ELEMENTS +10 10/12 y.o. GENERATOR +13 13/15 y.o. GENERATOR +16 16/18 y.o. GENERATOR +18 18 y.o. up THE JURIES GFF
  42. 42. Every day: performances by street artists, theatre, puppets and entertainment for children and families. All free of charge.
  43. 43. Dance exhibitions theatre NOT JUST CINEMA
  44. 44. When the talent come to Giffoni they never promote a film or a product but simply enjoy an honest “exchange” with the youth in the juries. MEETINGS WITH TALENT Jessica Chastain
  45. 45. The strength of the Giffoni Experience brand is confirmed by the Majors choosing our festival to premiere their most important films: the best example is HARRY POTTER ( 3 installments of the franchise, including the last one) which premiered at the GFFl Happy Potter 8/6/5 Ice age 3 / 4 Percy Jackson & Sea of monsters Monsters University The Smurfs 2 Madagascar 3 THE HOME OF PREMIERES
  46. 46. MONSTERS UNIVERSITY PREMIERE
  47. 47. The smurfs 2 PREMIERE
  48. 48. Percy jackson and sea of monsters PREMIERE
  49. 49. OUR FORMAT IS LOCAL GLOBAL EXPORTABLE
  50. 50. GIFFONI : THE TOWN Three pivotal points in the relationship between Giffoni Valle Piana and Giffoni Experience 1. the distance between the town and other places which could be more suitable for big events 2. the vocation and needs of the town in line with the objectives of the festival 3. the pivotal role played by local istitutions, families
  51. 51. From volunteers to professionals Structure in two main areas: creative and administration the structure is a pyramid: with a MANAGING DIRECTOR In 1998 the Artistic Director becomes Managing Director THE STRUCTURE OF THE ORGANIZATION 36 - employees 27 - collaborators AVERAGE AGE STRUCTURE 2 deputy directors Artistic secretariat Production office POR office Archive office School office Administration International Relations
  52. 52. The Jurors and the GIFFONI EXPERIENCE
  53. 53. Youth relate to GFF as if it were a “person” a friend you cannot wait to see, with whom you can share your problems, a “reason” to live for. And it has become the perfect place for “training”. Being together with other kids from around the world and talking about film, art, and other issues regards their age is like being at life school. “Giffoni... A dream with eyes wide open! Growing up is fundamental and difficult for everyone but GFF gives you the opportunity to grow a lot in in ten days of films and serenity! And every year you leave with something more knowing that you are not the same, that something has changed! I can say that Giffoni is the best thing that has ever happened to me!” Gianmaria Borzillo - 16 THE EDUCATIONAL ROLE OF THE GFF
  54. 54. VOTE AND JUDGE TO GROW
  55. 55. RECRUITING THE JURORS JURORS ARE RECRUITED IN VARIOUS WAYS - Interview for local kids - Online creative contests for kids who live over 40km from Giffoni - Selection through the help of other towns who are in a “twinning” with Giffoni - International jurors are recruited by Foreign cultural partners
  56. 56. Number OF JURORS THROUGHOUT THE YEARS 1971/99 500 jurors 2000 752 jurors 2005 1565 jurors 2010 2556 jurors 2012 3000 jurors
  57. 57. THE EVOLUTION OF THE FESTIVAL SECTIONS UNTIL 1983 ONLY ONE SECTION for kids from 11 to 14 In 1984 the first foreign jurors arrive and are hosted in families SINCE 1991 the main section of the festival becomes FREE TO FLY SINCE 1996 a new section is launched : FIRST SCREENS (9-12) SINCE 1999 the sections become 3 withi REAR WINDOW (15-18) SINCE 2002 a new section: KIDZ (6/9) and the one dedicated to the oldest jurors become YGEN SINCE 2007 a 5th section sees the light LITTLE RASCALS (3/5 years old) SINCE 2008 the sixth edition sees the creation of a new section for over 18s called TROUBLED GAZE SINCE 2009 all the sections change their names and become ELEMENTS +3 +6 +10 and GENERATOR +13 +16 and +18, and MASTERCLASS
  58. 58. François TRUFFAUT THEATRE 710 seats A. SORDI THEATRE LUMIERE THEATRE 850 seats 450 seats
  59. 59. Parents in Giffoni have an active role in the GFF and since 2010 there is a new non competitive section for them called - PARENTAL CONTROL - ACTIVE PARENTS
  60. 60. Pupi Avati WORKSHOPS AND MASTERCLASS THE GIFFONI EXPERIENCE is ever more bound towards training. Since 2009 we have MASTERCLASS: a carefully selected jury who have the opportunity to interact with great characters from the world of culture and film such as: SERGIO CASTELLITTO, PUPI AVATI, PATTI SMITH, MILO MANARA, JOVANOTTI, LIGABUE, BAZ LUHRMANN And from this year workshops on film and editing for kids ove 16 . Baz Luhrmann
  61. 61. THE CORE PRODUCT OF GIFFONI EXPERIENCE - THE FILMS -
  62. 62. WHERE WE CHOOSE FILMS The selection of films (over 55.000 films whatched since the beginning) takes place through - FILM MARKETS (Cannes, Berlino, Toronto, Clermont, AFM…) - SUBMISSIONS BY PRODUCTIONS - ONLINE SCREENINGS (Cinando, Festival Scope…)
  63. 63. MANAGING A FILM THEATRE Being at the service of its territory through ideas and culture. GIFFONI EXPERIENCE carries out its "mission" in its hometown and in the the whole of the Picentini area. An example being the Truffaut Theatre which, thanks to the festival staff, offers the opportunity of entertainment with the most modern techonologies (digital and 3D).
  64. 64. the GFF deserves accolade for bringing to light films for youth which were for years considered to be a niche and not relevant. Today this slice of the business has grown to become the most successful
  65. 65. THE FILM MISSION OF THE GIFFONI EXPERIENCE Focus on far away film productions (the first to focus on Albanian, Iranian and Scandinavian movies) Discovery of new talent (Roland Emmerich, Lasse Hallstrom, Giacomo Campiotti, Abbas Kiarostami) Attention to filmmakers’ debuts and second Films (60% of the films we screen) “sensitive” issues (euthanasia,suicide, illness, complicated relationships with parents, sexual identity, self esteem: we neve back down on the opportunity of presenting thought provoking movies
  66. 66. A SHARED “FESTIVAL” A WIDE SPREAD “FESTIVAL”
  67. 67. A SHARED FESTIVAL Choosing to share a “festival” means creating an event that is for “everyone”, that is: it creates a sense of belonging otherwise impossibile. Participating in the setting up of a festival means feeling as it’s your own event.
  68. 68. SHARING IS DEVELOPED AND STIMULATED ON SEVERAL LEVELS youth through social networks participate in the creative process with ideas and suggestions artists in attendance contribute by sharing their experience famiies play an important part by hosting the foreign jurors
  69. 69. SHARING ACTIVITIES Sharing also means spreading others’ activities, including (within our event) other activities more or less near our mission like day trips by CAI, climbing walls such as the one offered by the Trento Mountain Festival, the press conferences presenting the activities carried out by Sacile, the Neapolis Live Festival and much more.
  70. 70. SHARING THE PROGRAMME CHOICES The poll on the left was launched on our FB page to ask our community which was the most popular tv show in order to understand who we should focus our attention on for the upcoming edition. The results were incredible: Almost one million people saw this post and 99 thousand voted! Our choice was influenced by this poll!s
  71. 71. A wide spread Festival NATIONAL Trentino Friuli Venezia Giulia Veneto Lombradia Emilia Romagna Marche Puglia Campania Sardegna Basilicata Calabria Sicilia INTERNATIONAL Usa – Australia – Qatar – Albania – Polonia – Iran – Romania - Brasile – Ungheria – Macedonia – Spagna – Armenia – Germania – Sud Corea – Tunisia - Egitto LOCAL
  72. 72. THE VALUE OF THE FORMAT The Giffoni formula is appreciated worldwide and for this reason there is a huge number of requests for partnerships. Our format has travelled from Hollywood to Sydney, Brazil and Qatar where several activities were carried out under the umbrella of the GIFFONI EXPERIENCE.
  73. 73. The Giffoni brand has an International value: It has won recognition for its reliability in the youth film sector. For this reason an important country such as Brazil and a vivacious town like Sao Paulo have chosen our brand for a very important event (the first edition – january 2013 - was a big success) THE VALUE OF THE BRAND
  74. 74. THE VALUE FOR ITS TERRITORY The Picentini area has had the opportunity to grow and develop thanks to the GFF. Over 40 years the GFF has given a new “shape” to its area, and a new identity. All of this from scratch: without exploiting any pre-existent vocation. Some important facts: demography AREA PICENTINI Giffoni Valle Piana – Giffoni Sei Casali San Cipriano Picentino – Montecorvino Rovella Montecorvino Pugliano – San Mango Piemonte a 9358 increase in the number of citizens according to a recent survey (2012 source ISTAT) THE FRIENDLY TOWN WINS
  75. 75. The GFF creates revenues and jobs but it also “waters” the economy by revitalising all sectors (food, hotels and services, restaurants...) bringing huge amount of money to the region under taxes and more. The VALUE FOR THE LOCAL ECONOMY
  76. 76. A VALUE FOR THE LOCAL ECONOMY GIFFONI EXPERIENCE GIVES BACK TO ITS TERRITORY 4 TIMES WHAT IT RECEIVES EVERY YEAR In 2012 in 15 “festival” days the induced consumption was over 13 million euros
  77. 77. THE WIDE SPREAD VALUE “GFF is good for you. It’s good for your brain, because it stimulates youth in a narrow minded society that too often forgets about them and doen not give them the opportunity to voive their opinions. It is good for your soul, because by putting together different cultures it allows everyone to learn about others’ ideas, projects, emotions and traditions. Learning about others is a gift and it makes new friendships blossom. But Most of all GFF is good for your heart. The hearts of whom is passionate for film, is willing to make new friends, to find a new love”. ALBERTA GAVA (18 years old))
  78. 78. AMOMG ALL THE BIG FILM FESTIVALS GIFFONI IS THE LESS COSTLY
  79. 79. The biggest public sponsor is the REGIONE CAMPANIA Thanks to the (POR 2007/2013) Other public sponsors: MINISTERO BENI CULTURALI – GIOVENTU’ – PROVINCIA SALERNO – CAMERA DI COMMERCIO SALERNO – COMUNE DI GIFFONI
  80. 80. GIFFONI MEDIA SERVICE Today Giffoni media Service srl can offer a wide range of marketing and communication services for various firms: - marketing and Communication - Advisor Institutional and company communication - Cultural Communication - Cultural events and Entertainment - OrganizationSponsoring and Fund Raising It was created originally as the "commercial brother" of the Giffoni Film Festival. Over the years its identity has changed dramatically.
  81. 81. tal involvement in the “programme” of the event The company who sponsors GeX takes part in the build up of the programme and becomes part of it THE VALUE OF A UNIQUE SPONSORSHIP
  82. 82. When an important company chooses an event for its brand it automatically witnesses the reliability of the event. In over 40 years the GFF has been associated with the most important Italian and International brands.
  83. 83. GIFFONI MULTIMEDIA VALLEY PROJECT COST 31 million € FIRST APPROVED FUNDS 20 Million € COMMISSIONED BODY Municipality of Giffoni V.P. OVERALL AREA 160.000 sm ESTIMATED TIME OF DELIVERY 24 months The FUTURE
  84. 84. Multimedia Production Distribution Training Markets Masters Big Events Campus Art and theatre Dance and music University work Audiovisual library Museum Social activities

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