Seen on ScreenCapitalising on Screen Tourism13 November 2014#screentourism

European UnionEuropean Regional Development Fund

Programme 4

About EuroScreen 6

Welcome 8

Keynote 10

Panels and Speakers 12

Conference Chair – Adrian Wootton 12

Quantifying Location Placement Value 13

The Importance of Filmmaking to a Country’s Tourism Strategy 14

See Britain Through Paddington’s Eyes 16

EU Interregional Cooperation – State of Play and Perspectives 18

EuroScreen Regions 19

EuroScreen Highlights – Achievements of the Partnership 20

Northern Ireland – Home of Thrones 22

Why Murder Can be Good for You – The Success of Nordic Noir and Other Crime Series 24

Contents

Sofia Helin in The Bridge

Cover image: Benedict Cumberbatch in Sherlock. Courtesy of Hartwood Films

Programme Programme

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Registration

Welcome to Seen on Screen: Capitalising on Screen Tourism

David Parfitt, Chairman, Film LondonChristopher Rodrigues CBE, Chair, VisitBritain

Keynote — Iain Smith In Conversation with Adrian Wootton

Iain Smith, Producer Adrian Wootton, Chief Executive, Film London and the British Film Commission

Quantifying Location Placement Value

Sarah Ward, CEO, Human Digital Osman Junaid, Managing Director, Human Digital

Tea and coffee

The Importance of Filmmaking to a Country’s Tourism StrategyDan Dark, Senior Vice President & Managing Director, Warner Bros. Studios Leavesden

See Britain through Paddington’s Eyes

Chair: Joss Croft, Marketing Director, VisitBritain Val Blackburn, Director, Brit Movie ToursJulie Chappell, Director of Consumer Marketing and Digital, London & PartnersHugh Spearing, Head of UK Marketing, Studio Canal

Q&A

Lunch

EU Interregional Cooperation — State of Play and PerspectivesKatja Ecke, Finance Officer INTERREG IVC Secretariat

EuroScreen Highlights — Achievements of the Partnership

Adrian Wootton, Chief Executive, Film London and the British Film CommissionCristina Piscitelli, EU Funds - Project Management, Apulia Film CommissionBeata Hulinka, Coordinator, Rzeszow Regional Development Agency

Tea and coffee

Northern Ireland — Home of Thrones

Moyra Lock, Head of Marketing and Enterprise, Northern Ireland ScreenAine Kearney, Director of Product Development, Northern Ireland Tourist Board

Why Murder Can Be Good for You — The Success of Nordic Noir and Other Crime Series

Chair: Adrian Wootton, Chief Executive, Film London and the British Film CommissionHarvey Edgington, Head of Film and Locations, National TrustKaye Elliott, Head of Production Services, Creative EnglandMarie Holmström, Tourism Strategist, Ystad MunicipalityMikael Svensson, Film Commissioner, Oresund Film Commission

Q&A and Closing the Day

Evening Reception, sponsored by Warner Bros. Studio Tour London - The Making of Harry Potter

Close

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* Please note: The exhibition Bond In Motion will be open to view during the registration, tea breaks and lunch. It will be closed during the evening reception.

EuroScreen – Improving Policies for the Screen and Tourism Sectors

EuroScreen is an INTERREG IVC funded partnership of regional development agencies, film commissions, municipalities and academia. The partnership works to strengthen cooperation between the screen and tourism sectors through the alignment of policies and strategies.

There are multiple opportunities for these two industries to benefit from collaboration to generate growth and income. Beyond the immediate investment generated by hosting a production, film and television create promotional opportunities for cities, regions and countries by attracting tourists to screen locations. They also significantly shape and enhance the brand and perception of on-screen destinations. Cities and regions therefore have the opportunity to engage with a worldwide audience in a different way and drive interest and actual visitors to their respective destinations.

EuroScreen has built a breadth of resources, promoting good practice examples in screen tourism, sharing knowledge and commissioning research to assess location placement value.

Working across nine organisations in eight EU regions, EuroScreen has enabled participating regions to engage with their key stakeholders and drive screen tourism in their region. The project has put screen tourism on the regional agenda.

EuroScreen Partners

Partners

Consultants

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Funders

www.euroscreen.org.uk@EuroScreen2

For any questions, contact Matti Allameuroscreen@filmlondon.org.uk

VisitBritain Partner

EuroScreen Partners

Film London (UK), Lead Partner Apulia Film Commission (Italy)Bucharest Ilfov Regional Development Agency (Romania)Fondazzjoni Temi Zammit (Malta)Rzeszow Regional Development Agency (Poland)Municipality of Ystad (Sweden)Maribor Development Agency (Slovenia)PRO MALAGA (Spain)Lund University Department of Service Management (Sweden)

Film London Partner

Agenţia pentru Dezvoltare Regională Bucureşti-Ilfov

European UnionEuropean Regional Development Fundd

Welcome to Seen on Screen. This event represents the culmination of three years of pan-European collaboration as part of EuroScreen, a project which set out to align policies and strategies between the film and tourism sectors.

As the capital’s screen industries agency, Film London connects ideas, talent and finance. We are long-time champions of screen tourism’s considerable cultural and economic value, and we also know the importance of new thinking in this field.

As such, we are delighted to be lead partner of this INTERREG IVC-funded project, working across eight EU regions. The achievements of EuroScreen are testament to the strengths of this collaboration and the contributions each and every partner has brought to this project. As we approach the end of the project, I thank our funders and of course our European partners, and I am proud of the work we have delivered.

Today, we are extremely pleased to unveil the findings of EuroScreen’s research into the promotional value film and television generates for regional economies. It uses an innovative approach to measure how productions build awareness and attract tourism.

We are delighted to be presenting this conference in partnership with VisitBritain,

who have already made considerable strides in terms of successful screen tourism campaigns. They are leaders in this field, and I look forward to continuing our partnership with them.

I hope you find today’s event interesting, useful and insightful. Please also take the time to enjoy the venue itself, where, fittingly, you will find yourself surrounded by unique reminders of one of the UK’s most famous cinematic exports: James Bond.

David ParfittProducer and Chairman, Film London

Later this month one of the world’s best-loved children’s book characters hits the big screen for the first time. Audiences around the world will literally see Britain through Paddington Bear’s eyes as he adapts to his foreign surroundings in the new Paddington film. The latest in a line of film and television hits that advertise British locations and cultural life to a global audience, the new Paddington film will join the ranks of Harry Potter, James Bond, Downton Abbey and Sherlock – all filmed in Britain and making a valuable contribution to British tourism. By creating an emotional connection and inspiring potential visitors to travel to the locations they see on screen, film tourism has a hugely positive impact on

our country’s visitor economy. Over 40% of potential visitors say they would be very likely to visit places they’ve seen in films or television series. For over 15 years VisitBritain has capitalised on film tourism opportunities by working closely with major film studios and the UK film industry. These valued relationships will help us continue to welcome film fans to Britain for years to come.

Christoper Rodrigues CBEChair, VisitBritain

Film London

David ParfittChairman

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VisitBritain

Christopher Rodrigues CBEChair

VisitBritain is the national tourism agency, a nondepartmental public body funded by the Department for Culture, Media and Sport, responsible for promoting Britain worldwide and developing its visitor economy. Christopher Rodrigues became Chairman of VisitBritain and Chairman of International Personal Finance in 2007.

He is pro-bono Chairman of The Windsor Leadership Trust and The Almeida Theatre, and an advisor to Monitise plc. He is on the Council, and a Trustee, of the National Trust and is an Executive Committee member of the World Travel and Tourism Council. In August 2013 he became the Chairman of the British Bobsleigh & Skeleton Association, and

www.visitbritain.org@VisitBritain

Welcome

www.filmlondon.org.uk@Film_London

Film London is the UK capital’s screen industries agency. We connect ideas, talent and finance to develop a pioneering creative culture in the city that delivers success in film, television, animation, games and beyond.

David Parfitt has worked as an independent film and theatre producer for over 25 years. His film credits include Shakespeare in Love, The Madness of King George, and My Week with Marilyn. His television credits include The Wipers Times and Parade’s End. Before moving into film and theatre production, David worked as an actor.

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Iain Smith is one of the UK’s most experienced producers, having produced Local Hero, The Killing Fields, The Mission, City of Joy, 1492-Conquest of Paradise, Mary Reilly, The Fifth Element, Seven Years in Tibet, Entrapment, Spy Game, Cold Mountain, Alexander, The Fountain, Children of Men, Wanted, The A Team and Mad Max: Fury Road, and the television series 24: Live Another Day. He has served on the boards of the UK Film Council, Scottish Screen, the Joint Board of Creative Scotland, the Scottish Film Council, the Scottish Film Production Fund, and the Scottish Film Training Trust. He has been a Governor of the National Film and Television School, a Vice President of the Production Guild of Great Britain, a director of the Children’s Film and Television Foundation and Chair of the Edinburgh International Film Festival.

He is currently a patron of the London Film School, Chair of the Film Industry Training Board, the Film Skills Council, the British Film Commission and the Skillset Craft and Technical Skills Academy. He sits on the Advisory Board of the Scottish Screen and Media Academy, and the Media Academy, Wales. In 2005 he was awarded a BAFTA for Outstanding Achievement in Film, and was made an OBE in the 2008 New Year’s Honours List.

Applecross Productions

Iain SmithProducer

Keynote — Iain Smith

Kiefer Sutherland and Mary Lynn Rajskub in 24: Live Another Day. Courtesy of 20th Century Fox

@iainsmith

Quantifying Location Placement Value

Human Digital

Sarah WardCEO

Sarah Ward has a decade of experience developing human-led approaches in the social media intelligence space, founding the UK’s first ever human-led, social media insight company Entertainment Intelligence, in 2004. Her company serviced global entertainment brands such as Fox, Sony Pictures, Paramount, Lionsgate, Universal and Sony PlayStation and was later sold to Momentum/IPG.

In 2008 Sarah co-founded Human Digital, a human powered social media intelligence agency, which delivers insight to senior stakeholders in the corporate marketplace. In 2011 Human Digital was acquired by the publically listed global advertising company M&C Saatchi. Sarah has focused on developing human-led, inductive methodologies as opposed to reductive technological approaches, believing that automated systems are of limited forensic use for measuring sentiment, influence and context across the social web.

@osmanjunaid

www.human-digital.com

Human Digital

Osman JunaidManaging Director

Osman has a background in online research, helping brands and advertising agencies optimise media spend through digital analytics and online surveys. Osman heads up Human Digital’s bespoke digital research offering helping clients, ranging from multinational banks, public service bodies and private healthcare groups, understand how their brands, products and services are perceived by their consumers across the social web.

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Panels & Speakers

Conference Chair — Adrian Wootton

Adrian Wootton is Chief Executive of Film London - the agency charged with developing the screen industries in the capital - and the British Film Commission - the unit responsible for promoting the UK as the best place to produce feature films and high-end television in the UK.

Prior to becoming Chief Executive of Film London, Adrian was Acting Director of the BFI, Director of the London Film Festival, Director of the National Film Theatre (NFT), Head of BFI Exhibition and Director of the crime and mystery film festival, Crime Scene.

Adrian is a Programme Advisor to the BFI London Film Festival, Venice Film Festival and Noir in Fest, Courmayeur.

Adrian is also a member of the London Mayor’s Cultural Strategy Board, British Academy of Film & Television Arts (BAFTA) and the European Film Academy (EFA), the British Screen Advisory Council (BSAC) and a Board member of Creative Skillset’s Crafts andw Technical Skills Academy.

Film London and the British Film Commission

Adrian WoottonChief Executive

@aojwFL_BFCwww.filmlondon.org.ukwww.britishfilmcommission.org.uk

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The Importance of Filmmaking to a Country’s Tourism Strategy

Warner Bros. Studios Leavesden

Dan DarkSVP and MD Warner Bros. Studios Leavesden

Dan began his career in production and then moved on to special effects before developing film studios in Spain. In 1994, he converted the old Rolls Royce plant at Leavesden into a working film studio and subsequently ran the facility throughout the entire production of the Harry Potter film series.

In 2010, Warner Bros. invested over £100million redeveloping the site and Dan was appointed to his current role. He is responsible for overseeing the operations of Warner Bros. Studios Leavesden, Warner Bros. Studio Tour London – The Making of Harry Potter, Production Rentals and post-production facility Warner Bros. De Lane Lea.

www.wbsl.comwww.wbstudiotour.co.uk

Warner Bros, Studio Tour London - The Making of Harry Potter. Courtesy of Warner Bros.

See Britain through Paddington’s Eyes

London & Partners

Julie ChappellDirector of Consumer Marketing and Digital

London & Partners is the official promotional company for London. We work with our partners to promote London and attract businesses, events, congresses, students and visitors to the capital. Julie Chappell leads all digital marketing, publishing, commercial activity and channel development for London & Partners - as well as leading Dot London, the new top level domain for the city.

www.visitlondon.com

STUDIOCANAL

Hugh SpearingHead of UK Marketing

VisitBritain

Joss CroftBritain Marketing Director

VisitBritain is the national tourism agency. It is a nondepartmental public body, funded by the Department for Culture, Media and Sport. Joss is Marketing Director at VisitBritain and leads and directs the delivery of both the four year £100million public private tactical, and the £42million GREAT tourism image global marketing campaigns targeted to deliver bookings for the whole of Britain, increase the intention to visit and also enhance positive and counter negative perceptions of Britain as a destination. Joss draws on his experience as Regional Director for VisitBritain’s European source markets and Head of Business Visits and Events and as Manager of Strategic Partnerships before his stint managing VisitBritain’s operations in Spain and Portugal for three years.

@josscroft www.visitbritain.org

STUDIOCANAL are the co-producers of Paddington, working with David Heyman’s Heyday Films. STUDIOCANAL is a subsidiary of the CANAL+ Group. It’s one of Europe’s leading companies in the market for co-production, acquisition, distribution and sale of international feature films, releasing films in the UK, France, Germany and Australia/New Zealand.

Hugh Spearing is the Head of UK Marketing, overseeing and implementing campaigns across all UK releases for the British market, as well as managing the needs of all territories’ international roll-out on UK productions such as Paddington.

www.studiocanal.co.uk

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Chair: Joss Croft

Brit Movie Tours

Val BlackburnDirector

Brit Movie Tours is Britain’s premier television and film location sightseeing tour company. The company provides a wide range of television and movie-related bus and walking tours in England, Wales, Scotland and Northern Ireland. Val Blackburn is one of the founders of the company. She writes tours, and works closely with the guides, providing training and quality control.

www.britmovietours.com

Paddington. Courtesy of STUDIOCANAL

EU Interregional Cooperation — State of Play and Perspectives

INTERREG IVC

Katja EckeFinance Officer

INTERREG IVC provides funding for interregional cooperation projects across Europe. It is implemented under the EU’s territorial co-operation objective and financed through the European Regional Development Fund (ERDF).

The programme helps regional and local authorities capitalise on each other’s policy experience and good practices. It aims to improve the effectiveness of regional policy delivery in the fields of innovation and environment.

Katja Ecke joined the programme’s secretariat in 2008. Within the finance team she is responsible for all matters related to project implementation. She holds a ‘Diplom’ degree in Geography and Urban and Regional Planning.

www.interreg4c.eu

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EuroScreen regions

EuroScreen Highlights — Achievments of the Partnership

Apulia Film Commission

Cristina PiscitelliEU Funds - Project Management

The Apulia Film Commission Foundation, set up under regional legislation, was established in 2007 with the aim of attracting audiovisual production companies to the area with good facilities, skilled personnel and low costs for travel, cast, crew and location scouting in the region. Cristina Piscitelli is responsible for all the financial and administrative management of European projects within the cultural and audiovisual sector in Apulia region. She is also the Head of the Media office at Creative Europe based in Bari and coordinated by Istituto Luce Cinecittà.

Rzeszow Regional Development Agency

Beata HulinkaCoordinator

www.apuliafilmcommission.it

Rzeszow Regional Development Agency supports the development of the Podkarpackie Voivodship in Poland in particular by creating networks between the science and business sectors, stimulating the inflow of external investments, strengthening the capacity and innovativeness of enterprises and promoting the region in the framework of national, cross-border and international actions.

Beata Hulinka has over nine years of experience in the development and management of national and international projects and is actively involved in strengthening of screen tourism potential and capacity of human resources in the region.

www.rarr.rzeszow.pl/en

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Adrian Wootton

Walking on Sunshine. Courtesy of Vertigo Films 2014

Wataha HBO fot. Krzysztof Wiktor ekipa Leszek Lichota

Overview of EuroScreen achievements.

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Northern Ireland — Home of Thrones

Northern Ireland Screen

Moyra LockHead of Marketing, Communications and Audiences

Moyra worked for over 20 years in film sales and distribution in London and Los Angeles before returning in 2005 to her native Northern Ireland to take up her current post. She is responsible for the recently expanded marketing and communications team and its campaigns, corporate communications and information services. She also holds responsibility for the film festivals and cultural cinema funded through Northern Ireland Screen and leads on screen tourism, which is a new sectoral priority for the agency.

www.northernirelandscreen.co.uk

Northern Ireland Tourism Board

Aine KearneyDirector of Product Development

Aine is responsible for the development of new tourism products and experiences that will drive the competitiveness of Northern Ireland tourism and attract new visitors into the destination. Her role includes a wide portfolio of development areas, including Screen Tourism Development. It also includes the delivery of the five Northern Ireland tourism signature projects, the development of local area tourism/destination plans and the overseeing of financial assistance support programmes. Her previous roles within NITB include development of a Northern Ireland Tourism Brand and the Titanic Belfast Signature Project Manager. She has over 14 years experience in business development, product development and marketing roles across numerous sectors both within Northern Ireland and key international markets.

www.nitb.comwww.discovernorthernireland.com Game of Thrones. Courtesy

of HBO

Why Murder Can be Good for You — The Success of Nordic Noir and Other Crime Series

Municipality of Ystad, Sweden

Marie Holmström Tourism Strategist

Marie Holmström works as the Head of Tourism in Ystad and has been working with film tourism in Ystad since the beginning of the 1990s. Ystad is situated on the south coast of Sweden and has been popular with tourists since the end of the 19th century. Since the first book from Henning Mankell about Kurt Wallander in 1991 and the start of Ystad Film Studio in 2004, Ystad has grown its worldwide reputation as a production hub.

www.filmiystad.sewww.visitystadosterlen.se

Oresund Film Commission / Film i Skane

Mikael SvenssonFilm Commissioner

Mikael Svensson has an MBA from the University of Lund, and has worked as a film producer for almost 10 years. Since 2007, he has been in charge of the Oresund Film Commission (OFC) in Southern Sweden. Apart from the regular commission work, Mikael has been devoted to developing film tourism in Southern Sweden and was one of the founders of Mixed Reality in Ystad. He is on the board of Scandinavian Locations and the Association of Film Commissioners International. OFC was established in 2003 to promote the region as an international film location and to service international and national film and television productions shooting in the region.

www.oresundfilm.com

National Trust

Harvey EdgingtonHead of Film and Location

The National Trust is a conservation charity covering England, Wales and Northern Ireland. We have 250 historic buildings 500,000 acres of land and 700 miles of coastline. Harvey has run the National Trust’s film unit for over 10 years and worked on hundreds of productions including Pride and Prejudice, Harry Potter, Downton Abbey, Mr Turner, Game of Thrones, The Mill and Wolf Hall.

www.nationaltrust.org.uk/filmoffice

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Chair: Adrian Wootton

Creative England

Kaye ElliottHead of Production Services

Kaye Elliott leads an England-wide team dedicated to providing a first class free support service for film and television production to shoot in England outside London, which includes access to locations, studios, crew, facilities and filming permissions. Kaye is also responsible for developing partnerships with local government and key stakeholders to improve the filming infrastructure in the English regions, as well as promoting England as a first class production centre. Before joining Creative England, Kaye was Executive Director at Vision+Media. Other previous roles include Director of Inward Investment at Vision+Media and Community Liaison Manager at Company Pictures.

www.creativeengland.co.uk

Sofia Helin and Kim Bodnia in The Bridge

Notes

TM & © 2014 Warner Bros. Entertainment Inc. Harry Potter Publishing Rights © JKR.

STUDIO_TOUR_FILM_LONDON_AW.indd 1 21/10/2014 11:42

www.euroscreen.org.uk@EuroScreen2#screentourism

Image: Paddington Courtesy of STUDIOCANAL