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NORTH CASE STUDY

NORTH CASE 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

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NORTH CASE STUDY

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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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