Move It On

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

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?

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.

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