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RELEASE IN BELGIUM BY IMAGINE 16 SEPTEMBER 2009

RELEASE IN BELGIUM BY IMAGINE 16 SEPTEMBER 2009. What we already learned from the release of ANTICHRIST in France. 2. Ratio Belgium/France for PALME D’OR. 3. Estimates for admissions in Belgium. 4. CONS Film for very « arthouse », sophisticated audiences

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RELEASE IN BELGIUM BY IMAGINE 16 SEPTEMBER 2009

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  1. RELEASE IN BELGIUM BY IMAGINE 16 SEPTEMBER 2009

  2. What we already learned from the release of ANTICHRIST in France 2

  3. Ratio Belgium/France for PALME D’OR 3

  4. Estimates for admissions in Belgium 4

  5. CONS Film for very « arthouse », sophisticated audiences Radical directing from psychological drama to gore Hard to sell subject matter: « (self)mutilation of genitals » Extremely divided press with very negative reviews Word of mouth might not work HORROR  CONSERVATIVE GOAL 16.000 admissions (10%), release in arthouses and selected multiplexes – 13 prints PROS Notoriety of author Lars von Trier Unless controversy, press unanimous about Best Actress Award for Charlotte Gainsbourg The strong support from the Flemish press could enable a wider exhibition in Flanders Release supported by the CINEMATEK in Brussels which programmes a Lars von Trier retrospective in September Audiences often more open than the presse for extreme experiences Commercially speaking, a film that polarizes is much more interesting  OPTIMISTIC GOAL 24.000 admissions (15%), release in arthouses and selected multiplexes – 15 prints Assessing the potential audiences

  6. Theater combination Arthouse vs. Multiplexes : 2 objectives, 13 to 15 prints • Being present in the arthouse circuit • Offering the film to a wider audience

  7. Which poster? FRANCE UK FRANCE

  8. Press, advertising & promotion • Press campaign: • Targeting cultural and also women press • Interviews with director Lars von Trier, Willem Dafoe and last but not least Charlotte Gainsbourg • Previews • Brussels CINEMATEK : 500 seats - targeted audience since we would love to organise a Q&A with Lars von Trier live via webcast • Advertising: • Printed press and TV • Postering in Brussels and Antwerpen • Internet, mini website, newsletter TOTAL P&A BUDGET: 40.000 € (more or less 3.000 €/print)

  9. Working with theaters Very important to obtain a commitment to programme the film for a longer period (in exchange for less daily shows?) 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 (70 in total) • In arthouses : staff wearing Antichrist t-shirt ON RELEASE DATE AND AFTER • Stills • Press clips, especially the interviews

  10. CROSS OUR FINGERS FOR THE RELEASE

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