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This article explores the changing landscape of film financing in the European film industry, with a focus on digitalization, market issues, and the need for complex project financing. It also discusses the evaluation process of film projects, including market research and defining the target group.
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Market Issues Script Forum Warszawa, 2009 Evaluation andDecision-making
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.
Overview The European Film Industry
Number of Feature Films The World Wide Film Industry Europe: 878 Feature Films 267 Documentaries Differencebetween EU – USA 625 films
Admission The World Wide Film Industry In the US cinemaattendencesincreasedby 5% andthe box officereceiptsby 8,8% .
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
Admission The European Film Industry
Admission The European Film Industry
Admission The European Film Industry
First stepsofevaluation • Am I gripped by the story? • Are the rights free? • Is it possible to work with the author?
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?
Positioning of the material • Specification of chances and potential • Target group definition • Potential of realization • Reasoning assistance for financing, coproduction and cooperation partners, distributors
4 main issues how to evaluate • Definition of the project (project overview) • Market Research • Definition of Target Group • Positioning
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
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?
Market research • topical analysis of competition, • distribution and disposal possibilities, • review of success data of similar movies • research of current trends.
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.
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.
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.
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.
Investment ofPolish Film Institute intoscriptandprojectdevelopment in 2008 in total 4.200.000 PLN
Contact: Frank Stehling, f.stehling@prime-house.euwww.prime-house.eu Thankyouforyourattention