Audiences: Making Film Pay and Play in the Digital Future

from Independent Cinema Office

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.

To apply or for more information

Please visit: http://www.independentcinemaoffice.org.uk/training/digital  

This scheme has been funded by the Skillset Film Skills Fund