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4 luni 3 saptamini si 2 zile 4 Months 3 Weeks & 2 Days. BELGIUM RELEASE 19 SEPT. 2007. Which market for a Palme d’Or?. CONS Film for very « arthouse », sophisticated audiences; Radical directing, no music, sequence-length shots;
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4 luni 3 saptamini si 2 zile4 Months 3 Weeks & 2 Days BELGIUM RELEASE 19 SEPT. 2007
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
Theater combination Arthouse vs. Multiplexes: 2 objectives, 19 prints • Being present in the arthouse circuit • Offering the film to a wider audience
Which poster? France Italy, Romania Belgium, Luxemburg The Netherlands
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)
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
MULTIPLEXES 5 prints (34%) TOTAL ADMISSIONS FIRST 6 WEEKS: 31.686 ARTHOUSES 14 prints (66%)
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 !
4 luni 3 saptamini si 2 zile4 Months 3 Weeks & 2 Days TO BE CONTINUED…