Evaluation and Decision-making

1. Market Issues Script Forum Warszawa, 2009 Evaluation andDecision-making

2. The European Film Industry • Classic film financing has changed dramatically. • Digitalization and the related media convergence, emerges more and more different players in the market. • Public sources and disposition of broadcaster to invest in development has decreased. • More partners and co-financiers have to be recruited for a single project, the more complex is. • Producer’s need to present his project is complex. • Financing of a project thus becomes a sole marketing exercise.

3. Overview The European Film Industry

4. Number of Feature Films The World Wide Film Industry Europe: 878 Feature Films 267 Documentaries Differencebetween EU – USA 625 films

5. Admission The World Wide Film Industry In the US cinemaattendencesincreasedby 5% andthe box officereceiptsby 8,8% .

6. Admission The European Film Industry After a smalldrop in 2005 , admission in the EU increasedmarginglyby 0,5%. Digital screensbymid 2008 298 units. About 240 VOD Services offeringfeature film opperational

7. Admission The European Film Industry

8. Admission The European Film Industry

9. Admission The European Film Industry

10. First stepsofevaluation • Am I gripped by the story? • Are the rights free? • Is it possible to work with the author?

11. First stepsofevaluation • What is the Logline? • What is the genre? • What is the emotional main theme? • Who is the author? • What is the basic plot? • What script version is available?

12. Positioning of the material • Specification of chances and potential • Target group definition • Potential of realization • Reasoning assistance for financing, coproduction and cooperation partners, distributors

13. 4 main issues how to evaluate • Definition of the project (project overview) • Market Research • Definition of Target Group • Positioning

14. Definition of the Project Priority of a marketing strategy is to provide a short description of the project about: • synopsis • staff/cast/company • status • financing plan

15. Project Overview • Proofread • Logline, Genre, Synopsis • Emotional main theme • Basic plot • Message of title and story • Who are the right persons for the position as director, d.o.p., cast or production stuff?

16. Market research • topical analysis of competition, • distribution and disposal possibilities, • review of success data of similar movies • research of current trends.

17. Market research • Market share of movies which compete in the same segment of a project. • National and international market situation in regard to the concerningproject. • Comparable examples the respective project. • Profile of the co-producer in regards to the respective project.

18. Definition of the Target Group • quantitatively determined, in relation to its share of the population. • Socio-demographic aspects are distinguished like age, education, income, social belonging, leisure and consumption spending.

19. Definition of the Target Group • Significant characteristics of the main target group related to preferences, age, sex and social environment. • Other groups which could be approached by the main target group as multiplier. • Percentual share of the identified group in relation to the total population. • Number of expected spectators.

20. Positioning • Define outstanding characteristic of the project to be accentuated. • What does the film offer to the target group? • Define special interest to the target group. • Regarding the dynamic packaging process keep the project updated.

22. Investment ofPolish Film Institute intoscriptandprojectdevelopment in 2008 in total 4.200.000 PLN

23. Contact: Frank Stehling, f.stehling@prime-house.euwww.prime-house.eu Thankyouforyourattention