RELEASE IN THE NETHERLANDSCase study

ANNE VAN DER POL

FISH TANK

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

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

PRESS

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