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Strategies for Promoting an Arthouse Film: "4 Months, 3 Weeks and 2 Days" Release in Belgium

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ivan
12 diapositives · 247 Views · Jul 31, 2014

Released on September 19, 2007, "4 Months, 3 Weeks and 2 Days" presents a challenging subject—an abortion in communist Romania—targeting arthouse audiences. The film aims for a conservative goal of 15,000 admissions in art houses, with a prospective optimistic target of 30,000 by including selected multiplexes. The release strategy focuses on strong press support, targeted advertising, and engagement with cultural and medical communities. A comprehensive promotional and advertising budget of €79,268 underscores the commitment to reach a wider audience while maintaining a connection to indie cinema.

#strategies for promoting an arthouse film: "4 months, 3 weeks and 2 days" release in belgium #strategies for promoting an arthouse film: "4 months, 3 weeks and 2 days" release in belgium ppt #powerpoint #presentation
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  1. 4 luni 3 saptamini si 2 zile4 Months 3 Weeks & 2 Days BELGIUM RELEASE 19 SEPT. 2007

  2. Which market for a Palme d’Or?

  3. CONS Film for very « arthouse », sophisticated audiences; Radical directing, no music, sequence-length shots; Hard to sell subject matter: « The story of an abortion in communist Romania » Not a comedy  CONSERVATIVE GOAL: 15.000 admissions, release in art houses theaters only – 7 prints maximum PROS The strong support from the press could enable a deeper exhibition The new wave of Romanian cinema has been acknowedged thanks to previous releases A storyline that anyone can relate to: « How far would you go for your friend ?» THRILLER  OPTIMISTIC GOAL: 30.000 admissions, release in arthouse and selected multiplexes – 15 prints minimum. Assessing the potential audience

  4. Theater combination Arthouse vs. Multiplexes: 2 objectives, 19 prints • Being present in the arthouse circuit • Offering the film to a wider audience

  5. Abortion vs. Friendship

  6. Which poster?  France Italy, Romania  Belgium, Luxemburg The Netherlands 

  7. Press, advertising & promotion • Press campaign: • Targeting cultural, women and medical press • Interviews with director Cristian Mungiu • Previews • Brussels BOZAR: 1700 spectators, 900 paying • Advertising: • Printed press, radio and TV • Postering in Brussels and Antwerpen • Internet mini website + teasing + newsletter TOTAL P&A BUDGET: 79.268 € (4.172 €/print)

  8. Working with theaters BEFORE THE RELEASE (4 weeks or more) • Displays and posters • Light Boxes (only in multiplexes) • Banners (approx. 2,5 x 3 to 4m) • Quick banners (200 x 80cm) • Trailers (80 in total) ON RELEASE DATE AND AFTER • Stills • Press clips

  9. MULTIPLEXES 5 prints (34%) TOTAL ADMISSIONS FIRST 6 WEEKS: 31.686 ARTHOUSES 14 prints (66%)

  10. Forecast results at end of career

  11. What could be improved… • The importance of equipement • Technology shouldn’t belong only to multiplexes • Digital cinema must come to arthouses • Working on a longer term • Trailers should run for more than 4 weeks before the release • Commitment to program a film for a longer period (in exchange for less daily shows?) • The importance of branding • Theaters’ programming choices should be reflected at all levels • The use of internet • Developing a relationship with customers through subscription policy • Hyperlinks between distributor’s website and exhibitors website • Teasing campaigns to arouse interest before release • Test screenings for targeted subscribers …in cooperation with distributors !

  12. 4 luni 3 saptamini si 2 zile4 Months 3 Weeks & 2 Days TO BE CONTINUED…