CINEART THE NETHERLANDS
Founded in january 2008 Dutch office of Cineart Belgium, start of
Cineart Benelux Releasing films in The Netherlands since
april 2008 +/- 25 releases a year
ACQUISITION of FISH TANK
Wallie Polle (Cineart NL) / Kees Kasander (The Kasander Film company)
Script reading Follow up meetings about budget and cast Pre-buy in Cannes 2008 Expectation: minimum of 20.000
admissions in The Benelux
FIGURES & FACTS DEBUT FILM
RED ROAD by Andrea Arnold (released in 2007)
+/- 15.500 admissions in The Benelux
International awards RED ROAD: Jury prize Cannes 2006 The Carl Foreman Award BAFTA’S 2007 5 Scotish BAFTA awards Sutherland Trophy film festival London
2006 many others
INTERNATIONAL START FISH TANK
World premiere at CANNES film festival 2009won Jury Prize
Invitations for many important film festivals (Toronto, Chicago etc.)
Important for 'awareness' in The Netherlands
- Press (can't ignore a prize winning film)- Cinemas (programmers visit the festival,
creation of a 'buzz’)
STRENGTH / WEAKNESS
Strength: Very strong cinematographic film Again jury prize for Andrea Arnold in Cannes Positive press reviews British film in it’s best tradition Strong trailer and poster
Weakness: Director and cast (except for Michael Fassbender)
for Dutch audiences relatively unknown Could be considered as difficult film by art house
audiences: ‘tough’ social-realist drama, violent, strong language
TARGET AUDIENCE / POSITIONING
Regular art house audiences Female/male aged 12 and up Review driven Urban audience: inhabitants of major
cities
Must see film for cinema lovers from super talent
Andrea Arnold with a young fenomenal cast
MARKETING STRATEGY
Première at International Film Festival Rotterdam, special open air screening on 5-9-2009 (prelude to the IFFR 2010)
Presentation at other national festivals: repetition of attention in press, creating word of mouth
Sneak previews in arthouses Extra free publicity: mailing educational
organisations and special actions Postering, trailers, advertisements:
introduction of title and image
MARKETING STRATEGY
Postering: Cinemas (also flyers and lobbystills) Secondary schools Coffee Company's in major cities
Trailers: In cinemas (30 trailers in total) On the film websites
Ads: Cover of film agenda in 4 major cities in release week
(Amsterdam, Rotterdam, Den Haag, Utrecht. Follow up in second and third week.
After 1st week internet/tv trailer campaign (80.000 hits t/m 15 november)
PRESS STRATEGY
Exposure in release week in newspapers and magazines very important to reach review driven audiences
To push the film and create extra free publicity interviews with cast and crew
Andrea Arnold made the difference
RELEASE DATE 22 - 10 - 2009
Not after Cannes in summer but in fall: good period, but busy
Competition:
15-10-2009: Moon, Somers town, Bright Star, Julie and Julia, The
Eagle hunter’s son, Imagine that, Jennifer’s Body
22-10-2009: Partir, Sorority Row, Halloween 2, Turtle: The
incredible journey, A film with me in it
Most important artistic film, all the attention in press the film needs
Not in the same week as Bright Star by Jane Campion Holiday period, more visitors to create word of mouth
CINEMAS
Release on 7 prints in select art houses, main focus on
major cities: Amsterdam (2 prints) Rotterdam The Hague Utrecht Nijmegen Breda
FIRST RESULTS
Estimates: running in cinemas for 20 weeks (second run included)
FISH TANK could go to 25.000 admissions in The Netherlands
Week total (thursday - wednesday)
Adm Box office Screen average
previews 1.360 € 3.319 n/a
week 1 3.714 € 26.765 € 3.824 (week)
week 2 2.830 € 20.124 € 2.875 (week)
weekEND 3 1.803 € 13.453 € 1.922 (weekend)
Total after 2,5 weeks
9.707 € 63.662