Audiences: Making Film Pay and Play in the Digital Future
Producers, distributors and exhibitors are all using digital marketing tools to promote films and get them seen by audiences. Too often, however, they are working in isolation from one another. This pioneering programme will bring together professionals from across the film industry chain to explore a cross-sector, streamlined approach to building audience interest in independent film.
It will be a unique opportunity for film companies to foster partnerships on joint initiatives, at the same time as being inspired by case studies of innovative practice in digital marketing.
Who is it for?
We are seeking around 35 forward-thinking professionals working in production, distribution and exhibition who are interested in exploring new business models and industry partnerships for using digital technologies to engage audiences. Roles of participants may include CEOs, acquisitions, sales, marketing, press, communications, audience development, programming, plus professionals from film industry support agencies. While we would encourage participants to attend the full series of six workshops, a single place on the programme can be shared between colleagues within the same company if appropriate.
How is it structured?
The programme comprises six one-day workshops spread over one year. Each day will offer inspiration from digital experts, case studies of innovative models from within the film industry and other industries (eg. music, TV, advertising…), plus practical group sessions to explore new ways of working together. Between workshops, participants can continue conversations and update each other on projects through an online forum.
What does it cover?
The programme will retain a degree of flexibility, responding to participants’ own business needs, project proposals and emerging ideas. Topics will include:
- What digital marketing techniques are producers, distributors and exhibitors using to build audiences for independent film? How can they combine forces to work together on long-term, strategic promotional campaigns?
- What does each sector know about audiences for independent film and how can we share this information?
- How can crowdsourcing and crowdfunding ensure audience buy-in from the outset?
- What is the potential of on-demand cinema and other flexible programming models?
- What lessons can be learnt from TV, music and advertising industry experiences of cross-platform promotions?
- How can collaboration across the film industry be built into working practice?
The workshops will be hosted by BBC Radio 4 technology journalist Simon Cox and will feature presentations from creative digital thinkers.



Laurence Boyce, regular Netribution contributor and former director of GLIMMER: The Hull International Short Film Festival, give his opinion on the worrying trend to ignore exhibition and distribution in the UKFC debate.
Ever considered trying to launch your film career from LA? Concerned about the outcome of the next British election and considering your options? Alan Denman was a pivotal part of the London indie film community, notably as Chair of the Screenwriter's Workshop and Head of Development for Euroscript until he left to the US in 2004. Tom Fogg
I had been writing screenplays and making short films for ten years and had reached a sort of glass ceiling: I could have gone on making shorts in Britain, but what I really wanted to do was shoot a feature. So I wrote a micro budget, small-scale sci-fi thriller, a sort of “UFO Blair Witch” about young people in a remote place looking for aliens and disappearing one by one. My original plan – a very rough one – was to take a bunch of young actors to Cheshunt Marshes, a strange area outside North London with murky lakes and towering pylons, and, hoping for the best, shoot a semi-improvised script. Not a great plan, maybe. But then I sent the script to a good friend of mine who was studying screenwriting at UCLA, one of the big universities, in Los Angeles. There he passed on the script to a producer, who loved it and was himself looking for a project of that scale and budget to produce. The timing was perfect. Serendipity. Click.