Move It On
digital film marketing workshop for Czech films
No ideas can be presented nowadays without having the clear idea of the digital market and its tools in mind. That is why we decided to start the new training program for filmmakers under the guidance of the marketing experts from famous digital marketing agencies.
deadline: September 2023
1ST session / film marketing strategy
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.
2ND session / creative communication
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.
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:
3RD session / media channels
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.
How we work
Move It On is new program focused on the marketing of animated, documentary and arthouse feature films.
Year-long mentorship program consists of two residential and one online workshop plus individual follow-up during which 8 film teams learn to create effective marketing strategies for their films and turn them into engaging campaigns.
Move It On is open to 8 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 5 - 8 experienced marketing experts from the digital marketing agencies showing them how to implement the marketing process into films’ development. Move It On ensure participants that they can reach new, especially young audience by using new promotional and distribution platforms online, learning new digital tools and bringing topics, which highlight environmental problematics, gender inequality, poverty, racism and identity problems, which we select at least in 50 – 60 % of participating projects.
How to apply
Selection of participants with a film project is done in two rounds through an online selection platform.
The AV professionals submit:
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:
Fees & scholarship
For each selected participant, the fee for 3 webinars and 3 practical workshops is CZK 6500.