Move It On

communication and marketing strategy workshop for Czech feature, documentary and animated films

Nowadays, no film can be presented without having a clear idea of digital market and its tools in mind. That is why we decided to start the new training program for filmmakers under the guidance of marketing experts.

Find more information in Czech here.

participants with project

participants without a project

deadline: October 5, 2022

application is open

Timeline

October

Deadline for applications, selection process, selected projects announcement

November

1ST session / film marketing strategy & 2ND session / creative communication

January

3RD session / media channels

1ST session / film marketing strategy / November

Each project undergoes a DNA analysis of their film under the guidance of our international tutors. The process involves the analysis of the reasons behind why they decided to make the film, a SWOT analysis of the films’ strengths and weaknesses, keywords definition, specification of the target audience, topics for the communication and core film values that define the identity of their films at the local and international market.

Subjects:

Keywords (expressing the selling point of the film)
Title, short synopsis
Tag/Punchline (description of the film in one sentence for use in festival programs, posters, etc.).
Proposal for visual communication (main visual, poster)
Definition of target audience: who is the audience of the film
Basic marketing strategy, marketing channels, prices and costs, marketing mix (TV, print, digital). media plans, basement of creative insights for film campaigns
Mind maps and visualisation of the strategic film communication

The first session will take place between November 3–4, 2022.

2ND session / creative communication / November

The online workshop is based on individual consultations with the mentors over the budget and over the definition of the marketing insight. Mentors check the proper use and definition of the basic keywords and topics for the films, which are used in the communication strategy. Based on this consultation, Move It On participants develop a communication strategy and pick up proper media mix and digital tools for the film release.

Subjects:

Insight Brief
Platforms for films
Efficiency and data analysis

This online module also offers 3 inspirational lectures with concrete case studies open to the European film industry professionals and film schools’ students. The program introduces:

digital marketing approach implemented into the film development core analysis of the film as an online brand
film marketing potential based on the data from online and offline strategies
proof of concept – how to find the audience & place at the digital market?

The second session will take place between November 28–29, 2022.

3RD session / media channels / January

Participants develop a creative insight for their film's campaign on various platforms and on social media. They learn how to define local versus international insight for their film, build creative communications for a film marketing campaign. Move It On uses a case study of a film communication campaign to see how the offline and online parts of the campaign were set up, how a digital campaign can be analysed, measured and tested, find out what was profitable for the film, what worked, how and where to invest effectively.

Subjects:

Partners and communities for communication (offline and online)
Influencer marketing
Social media marketing
Audience Engagement
Financial Plan on the backdrop of the time-line of film communication
Budgets for the local and global campaigns

The third session will take place between January 12–13, 2023.

How we work

Move It On is new program focused on the marketing of animated, documentary and arthouse feature films.

The mentorship program consists of three residential and additional online consultations plus individual follow-up during which 6 film teams learn to create effective marketing strategies for their films and turn them into engaging campaigns.

Move It On is open to 6 teams with film projects in the post-production. The program's idea is to educate filmmakers how to enlarge audience for films and monetize them. Besides the theoretical sessions, the training is based on individual mentoring and practical work with projects. Participants will prepare basic marketing briefs for their films, evolve them into marketing strategies, develop insight briefs for the creative agency’s communication and work on effective tools for their campaigns across the platforms.

The workshop aims to show participants the need of sophisticated marketing in the digitally connected world, make them understand necessary steps of the marketing process and understand the use of different promotional tools for their films. The mission is not only to target a group of AV professionals but also to enlarge the narrow number of experts, who are able to work with marketing strategies.

In the role of observers, the workshop involves 3 experienced marketing experts from the digital marketing agencies showing them how to implement the marketing process into films’ development. Move It On ensures participants that they can reach new, especially young audience by using promotional and distribution platforms online and learning new digital tools.

How to apply

Selection of participants with a film project is done in two rounds through an online selection platform.

The AV professionals submit:

a rough cut of the film
basic info about the project – production stage, time-line, financing plan
marketing outcomes – synopsis, stills, poster, trailer
intended marketing and communication strategy + channels, estimated budget and partners
in-depth personal motivation by each member of the team and the CV, info about production company

Criteria for the selection of participants:

All participants will be registered through the online system. An important criterion for inclusion in the programme is the quality and potential of the project at the level of marketing communication and audience outreach. For the selection of participants, we consider:

the team's motivation to participate (in the form of a letter)
the creative credit of the participants / the profile and credit of their company
the team's previous experience in marketing and PR
the potential of the film project and the planned strategy of the participating project

Fees & scholarship

For each selected project, the fee for 3 practical workshops and consultations is CZK 9000. The fee for marketing specialists without a film project is CZK 4500.