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Midas Filmes: Cult Films and Innovative Strategies for Independent Cinema

Founded in summer 2006, Midas Filmes has created a diverse catalogue of over 100 titles, including celebrated works by Jarman, Godard, and Kiarostami. The company has also released several acclaimed independent films like "Persepolis" and "The Beaches of Agnès." Midas leverages innovative marketing strategies to position films as must-see cult experiences, targeting arthouse audiences and students. Through robust press outreach and strategic partnerships, they aim to boost engagement and word of mouth, ensuring films gain traction even with unknown directors.

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Midas Filmes: Cult Films and Innovative Strategies for Independent Cinema

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  1. NORTHCASE STUDY • MIDAS FILMES was created summer 2006. • Has since built a catalogue of over 100 titles in DVD - Jarman, Moretti, Téchiné, Hartley, Kiarostami, Kitano, Pialat, Godard, Tarkovski, Russ Meyer, Resnais, Bresson, Varda • and released theatrically a dozen independent and documentary films, such as THE CLASS, QUIET CHAOS, PERSEPOLIS, THE BEACHES OF AGNÈS , PATTI SMITH: DREAM OF LIFE, ZIDANE, FAY GRIM, THE LOVEBIRDS. • Is also involved in production of documentaries, shorts and feature films. • www.midas-filmes.pt

  2. NORTHCASE STUDY • FACTS & FIGURES • AcquiredinBerlin 2009 aftertheofficialscreening. • PortugueseRelease date – February 2010. • 2 printsrelease – Lisboa and Porto

  3. NORTHCASE STUDY SWAT ANALYSES • WEAKNESSES • Unknown director in Portugal • Unknown cast • Norwegian film • Cult Film • Deadpan humour • STRENGHTS • Awards – Fipresci Award at Berlin – Panorama and Best Director at Tribeca • Good reviews • Cult Film • Deadpan humour

  4. NORTHCASE STUDY MARKETING STRATEGY • POSITIONING • NORTH is the must seen cult film of this winter, a deadpan humour and anti-depressive off-road movie, the Norwegian “Straight Story”. • TARGET AUDIENCE • Regular arthouse cinemagoers • Students • Review driven

  5. NORTHCASE STUDY MARKETING STRATEGY • PRESS STRATEGY • First press-release sent after Berlin. • Press Screenings 3/4 weeks before the release. • Interviews with director Rune DenstadLanglo

  6. NORTHCASE STUDY MARKETING STRATEGY • BEFORE THE RELEASE (3/4 weeks) • Posters (70x100) and Banners (120x250) intheaters. • Flyerswithinformationaboutthefilm, thereleaseand a fewreviews, distributedintheaters, universities, bars, restaurants, bookshops. • Posteringinthestreets (1 weekbeforethereleaseand 1 weekafter)

  7. NORTHCASE STUDY MARKETING STRATEGY • BEFORE THE RELEASE (3/4 weeks) • Trailers. • Preview/Première 2 or 3 daysbeforetherelease • 250 seats – invitations to media partners, otherpartners, to stand-upcomedyactors, etc. • Website / Newsletter • Social Networks - Facebook – Midasfanpage

  8. NORTHCASE STUDY MARKETING STRATEGY • BEFORE THE RELEASE AND DURING THE FIRST WEEK • ADVERTISING • Adsinnewspapers • AdsinFilm Magazines/ArtsSupplements • Internet Banners

  9. NORTHCASE STUDY MARKETING STRATEGY • AFTER THE RELEASE • Specialscreeningsonsundays, presentedbyportuguesecomedyactors.

  10. NORTHCASE STUDY MARKETING STRATEGY • RELATIONSHIP WITH EXHIBITORS • Onetheaterin Lisboa andanotherin Porto. It’simportant to obtain a real commitment to programminganddefendingthefilm for a longerperiod (evenifafterthefourthweekinexchange for lessdailyscreenings). Thelongerperiodisimportant to makethewordofmouthwork (itcantakelongerthan usual as itis a filmbyanunknow director.

  11. NORTHCASE STUDY MARKETING STRATEGY • MEDIA PARTNERS / OTHER PARTNERSHIPS • Dailynewspaper (freeadspromotingthepremièreandgivinginvitations to thepremière) • Radio–campaignof 6 spots perday for twoweekspromotingthefilmandthepremière. • Cinema Websites

  12. NORTHCASE STUDY MARKETING STRATEGY • MEDIA PARTNERS / OTHER PARTNERSHIPS • Norwegian ambassy • Universities corporate TV – 2 weeks/5 spots per day • Universities Students associations (they send information about the film to their newsletter). • Health Clubs corporate/indoor TV

  13. NORTHCASE STUDY TOTAL ESTIMATES IN NUMBERS • MAXIMUN PRINTS - 2 • RELEASE BUDGET – 17.000 EUROS • P/A COSTS – 11.500 EUROS • TOTAL BOX OFFICE/ADMISSIONS – 8.000 ADMISSIONS • 37.000 EUROS • NO OF WEEKS IN RELEASE - 10

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