3
Methodology
A total of 28 e-mailed invitations were sent to Canadian companies that attended the 2007 European Film Market.
13 of the 28 companies clicked on the link in the e-mail invitations to go to the survey site.
Of these 13, 12 completed all of the survey - a 43% response rate.
The survey was open from March 9 until June 9, 2007.
During the course of the survey, POLLARA made multiple attempts to follow up with non-responding companies through e-mail and telephone calls to encourage them to participate. In addition, POLLARA asked members of the IIAC to follow up with non-responding companies in their respective provinces.
4
Methodology
E-mail invitations sent to 28 companies
13 clicked on link in e-mail to visit the survey site
12 companies reached the end of the survey
The low response rate raises concerns about possible non-response bias (for example, are the companies that answered the survey smaller or larger than those that did not? Are some provinces over/underrepresented?).
Consequently, Telefilm should exercise caution and judgment when reviewing these results.
5
Sample and Respondents by Province
Broken down by province, the sample consisted of the following companies.
ProvinceNumber of
companies in sample
Number of companies
starting survey
Number of companies completing
survey
Quebec 9 2 2
Ontario 7 4 3
British Columbia 7 3 3
Newfoundland & Labrador 4 3 3
Manitoba 1 1 1
Total 28 13 12
7
Primary Business Focus of Company
Q1. What is the primary business focus of your company? Select all that apply.N=13
85%
15%
8% 8%
0%
20%
40%
60%
80%
100%
Producer Distributor Sales Agent Acquisitions
8
Main Format(s) of Interest
Q2. What is the main format(s) of interest to your company? Select all that apply.N=13
92%
31%
0%8%
0%
20%
40%
60%
80%
100%
Feature Film Television New Media Other
9
Location of Head Office
Q3. In which province/territory is your head office located? N=13
Ontario31%
Quebec15% British
Columbia23%
Manitoba8%
Newfoundland & Labrador
23%
10
Company Revenues
38%
38%
8%
0%
0%
8%
8%
0% 20% 40% 60% 80% 100%
$100,000 or less
$100,001 to $300,000
$300,001 to $500,000
$500,000 to $1,000,000
$1,000,001 to $5,000,000
$5,000,001 to $10,000,000
$10,000,001 to $50,000,000
Q4. What were your company’s total gross revenues for its most recent fiscal year?N=13
11
Number of Employees
10 or under92%
21 to 508%
Q5. How many full-time employees are there currently in your company? N=13
13
Genres and Formats Companies Interested in Selling and/or Pre-Selling at 2007 EFM
Q6. In deciding to attend the 2007 European Film Market, which of the following programming genres was your company interested in selling and/or pre-selling?
Q7. For each of the programming genre(s) of interest to your company, what was the type of media? N=13
Feature Film Television New Media
Drama 85% 31% 0%
Horror/Thriller 54% 8% 0%
Comedy 38% 8% 0%
Action/Adventure 31% 8% 0%
Science Fiction 23% 8% 0%
Documentary/Educational 15% 31% 0%
Animation 15% 8% 0%
Romantic 15% 8% 0%
Children’s Programming 0% 15% 0%
Erotica 15% 0% 0%
14
Sales/Pre-Sales
Ten companies indicated that they either completed sales while at the European Film Market or began discussions that are likely to lead to sales while at EFM.
Six companies indicated that they either completed pre-sales while at the European Film Market or began discussions that are likely to lead to pre-sales.
Of these, 4 companies provided information on 16 deals involving 9 titles.
Companies reported that 2 distribution agreements were signed.
Respondents reported that $280,000 of sales were completed while at the 2007 EFM and that $2,164,500 worth of sales are likely to occur as a result of discussions initiated at the market.
Companies did not report any completed presales at the 2007 European Film Market, but they expect $800,000 of pre-sales to occur as a result of discussions initiated at EFM.
15
Breakdown of Sales and Pre-Sales Deals
4 Companies
8 Titles
11 Deals
$280,000 Sales completed while at
2007 European Film Market
$2,164,500 Sales likely to occur as a
result of discussions completed while at
2007 European Film Market
2 Companies
3 Titles
5 Deals
Sales Pre-Sales
$0 Pre-Sales completed while at
2007 European Film Market
$800,000 Pre-Sales likely to occur as a result of
discussions completed while at 2007
European Film Market
16
Sales
Yes77%
No23%
Q8a. Did you complete any sales of your titles, or begin discussions that will likely lead to future sales while at the 2007 EFM? N=13
17
Breakdown of Sales and Likely Sales by Genre
$1,665
$280
$500
$0
$0
$0
0 500 1,000 1,500 2,000
Romantic
Comedy
Drama
Likely SalesSales
Companies Titles Deals
1 1 3
2 2 3
3 5 5
$’000s
18
Breakdown of Sales & Likely Sales by Country
$500
$225
$600
$55
$555
$0
$500
$0
$10
$0
0 200 400 600 800 1000
Scandinavia
UK
USA
Benelux
Canada
Companies Titles Deals
1 1 1
2 3 3
2 4 4
1 1 1
2 2 2
$’000s
Likely SalesSales
19
Breakdown of Sales and Likely Sales by Company Region
$2,165
$280
$0
$0
0 500 1,000 1,500 2,000 2,500
British Columbia
Ontario
Likely SalesSales
Companies Titles Deals
1 2 5
3 6 6
$’000s
20
Pre-Sales
Yes46%
No54%
Q8e. Did you complete any pre-sales or begin discussions that will likely lead to pre-sales while at the 2007 EFM? N=13
21
Breakdown of Pre-Sales and Likely Pre-Sales by Genre
$800
$0
$0
$0
0 200 400 600 800 1000
Romantic
Drama
Likely Pre-SalesPre-Sales
Companies Titles Deals
1 1 3
1 2 2
$’000s
22
Breakdown of Pre-Sales by Country
$800
$0
$0
$0
$0
$0
0 200 400 600 800 1000
Canada
USA
UK
Companies Titles Deals
1 1 1
1 1 1
2 3 3
$’000s
Likely Pre-SalesPre-Sales
23
Breakdown of Pre-Sales and Likely Pre-Sales by Company Region
$800
$0
$0
$0
0 200 400 600 800 1,000
British Columbia
Ontario
Likely Pre-SalesPre-Sales
Companies Titles Deals
1 1 3
1 2 2
$’000s
24
Co-Production and Co-Venture Deals
7 companies (54% of those who answered the question) indicated that they either signed, or began negotiating co-production or co-venture deals while at the 2007 EFM.
However, only 5 of these companies answered all subsequent questions concerning the number of deals, the value of deals, and the countries with which these deals were made.
6 companies provided information about the number of co-production or co-venture deals - and reported a total of 11 deals.
5 companies provided information about the value of co-production or co-venture deals - and reported that the deals were worth $32,120,000.
6 companies provided information about the countries with which deals were made.
Respondents reported that they participated in an average of 17 business meetings each while at the 2007 EFM.
25
Co-Production and Co-Venture Deals
Respondent
Number of co-production or co-
venture deals
Estimated value of deals to company
Q9d - Countries involved
1 4 $18,000,000 France, Germany, UK2 3 $12,000,000 Germany, Italy, UK, USA3 1 $2,000,000 UK4 1 $100,000 Slovenia5 1 $20,000 Germany6 1 - -7 - - Canada
26
Co-Production and Co-Venture Deals by Company Region
Region Number of companies
Q9b - Number of co-production or co-venture
deals
Q9c - Estimated Value of deals to
company
British Columbia 2 4 $18,000,000
Quebec 1 3 $12,000,000
Ontario 3 3 $2,020,000
Newfoundland 1 1 $100,000
Q9b. How many co-production or co-venture deals were either signed or will likely be signed in the future as a result of discussions initiated at the 2007 EFM?
Q9c. What is the estimated value to your company of these co-productions or co-venture deals (in Canadian Dollars)
27
Title Screening
Not at all satisfied
Q11. Were any of your titles screened at the 2007 EFM? (n=12)
Q12. (IF YES TO Q11) Using a 10-point scale where 1 means you were Not at all satisfied, and 10 means you were Very satisfied, how would you rate your satisfaction with the visibility your titles received from the screenings? (n=5)
N/A33%
No25%
Yes42%
1 2 3 4 5 6 7 8 9 10Very
Satisfied
Mean satisfaction=5.8
5 respondents (42%) indicated that they had a title screened at the 2007 European Film Market.
These respondents gave an average satisfaction score of 5.8 for the visibility their titles received from the screenings
28
Title Screening - “Perspective Canada” Screening Program
Of the 5 respondents who indicated that they had a title screened at the 2007 European Film Market, 2 said it was part of the “Perspective Canada” screening program.
Of these 2 respondents, 1 indicated that the Perspective Canada program directly contributed to sales, and 1 said it partially contributed to sales.
29
Overall Satisfaction With, and Value of, 2007 European Film Market
6.4
6.8
1 2 3 4 5 6 7 8 9 10
Rating of ValueReceived
OverallSatisfaction with2007 European
Film Market
Not at Veryall satisfied satisfied
Q13a. How satisfied would you say you were overall with the 2007 EFM in terms of facilities provided, meeting potential contacts, support, etc...? Using a scale from 1 to 10, where 1 means not at all satisfied, and 10 means very satisfied.
Q13b. And thinking about what it costs your company to attend, and the quality of the services and support provided at the 2007 EFM, how would you rate the VALUE you received on the same 1-10 scale...?N=12
30
Satisfaction with 2007 European Film Market
4.9
5.9
5.9
6.0
6.06.0
6.06.1
6.5
6.7
6.9
7.17.9
1 2 3 4 5 6 7 8 9 10 Not at Veryall satisfied satisfied
Q13c. How satisfied were you with the 2007 EFM in terms of meeting the following objectives for attending, using a scale from 1 to 10, where 1 means not at all satisfied, and 10 means very satisfied? If a particular item does not apply, select, “not applicable”. N=12
Reconnect with existing business contacts
For your own professional development
Learn about international markets and trends
Make new business contacts
Meet potential co-production partners
Seek out new project ideas and creative inspiration
Identify potential new geographic markets
Seek financing or investment
Acquire titles for distribution
Participate as a speaker on panels
Pre-sell your titles and projects
Sell/distribute your existing titles
Attract visibility or press coverage for your company
Not Applicable
0%
8%
8%
0%
8%
8%
25%
25%
83%
92%
0%
42%
8%
31
International Markets & Festivals Attended
Q14. Which, if any of the following international markets and festivals held in other countries have you attended during the past two years? Select all that applyN=12
17%
25%
8%
8%
8%
17%
17%
33%
50%
0% 20% 40% 60% 80% 100%
Haven't participated in any
Other
Sunny Side of the Docs
MIPTV
MIPCOM
Sundance Film Festival
NATPE
American Film Market
Cannes
32
Rating of International Festivals & Markets
Q15 Thinking of the European Film Market together with the other major international events held outside of Canada, which one best meets your needs, is second best at meeting your needs, is third best at meeting your needs? N=10
10% 20%
10%
10%
10%
10%
10% 10%
20%
10% 10%
10% 10% 10%
40%
30% 10%
40% 10% 10%
0% 10% 20% 30% 40% 50% 60%
Best 2nd Best 3rd Best
Cannes Film Market
European Film Market
American Film Market
Sundance Film Festival
Venice Film Festival
MIPCOM
MIPTV
Sunny Side of the Docs
RealScreen Summit
World Congress of History Producers
Hong Kong Filmart
Other
33
Used Services of Canada Pavilion?
Yes75%
No25%
Q17 Did you use the services provided by the Canada Pavilion at the 2007 EFM? N=12
Q18 (IF “NO” TO Q17) Why didn’t you use the services provided at the Canada Pavilion? N=3
Why Not?
• “Not sure what services were to be provided”
• “I found each part of the festival was very disconnected to the other parts and I could have used more information as it was my first time attending.”
Used Canada Pavilion?
34
Satisfaction with Canada Pavilion
5.6
5.6
6.0
6.8
7.2
7.3
7.4
1 2 3 4 5 6 7 8 9 10 Not at Veryall satisfied satisfied
Location of the stand
Helpfulness of booth staff
Design and appearance of the stand
Overall utility of the Canada Pavilion to your company
Usefulness of pavilion in holding meetings
Size of meeting spaces
Availability of meeting spaces
Q19 (THOSE WHO DID USE THE CANADA PAVILION) Please rate your level of satisfaction with each of the following aspects of the Canada Pavilion at the 2007 EFM using a scale from 1 to 10, where 1 means not at all satisfied, and 10 means very satisfied. If a particular item does not apply, select “not applicable.” N=9
35
Suggestions for Future Improvements to the Canada Pavilion
Respondents provided the following suggestions for future improvements to the Canada Pavilion:– “I believe the space was somewhat too small, especially for
private meetings, but given the size of the overall venue (M. Gropius Building) it was understandable. Otherwise it was fine.”
– “Get a bigger space with better location easier to be found.”– “More needs to be made of Canada's position as a producer of
independent product. There is so much that could be done to make a booth or pavilion that shows this profile, at all international events, so that Canada becomes known as the "indie" place, with stylish film clips playing etc.”
– “I think the Canada Pavilion could get more involved in helping to promote all Canadian films screened at the BFF. There also needs to be a social at the Pavilion as a meet and greet.”
– “By matching enquiries for sales or co-production with producers from Canada in attendance in a more proactive way.”
Q20 (THOSE WHO DID USE THE CANADA PAVILION) Please provide any suggestions you may have on how the Canada Pavilion could be improved in the future. N=12
36
Past Attendance at EFM
42%
17%
8%
0%
17%
42% 42%
0%
10%
20%
30%
40%
50%
60%
200620052004200320022001 orearlier
Neverattended
before
Q21. Which previous European Film Markets, if any, has your company attended? Select all that applyN=12
37
Likelihood of, and Reasons for, Recommending EFM to Others
50% 17% 25% 8%
0% 20% 40% 60% 80% 100%
Q22a. Would you recommend the European Film Market to other companies in the Canadian audio-visual industry? N=12
Q22b. Please explain your answer. N=12
Definitely Probably Not Sure
Not Likely
Definitely Not
• “Attending the Berlinale was a tremendous opportunity to grasp current trends in the marketplace.”
• “It is a very useful and user friendly market for Canadian content films.”
• “Very important to have this visibility on the international film stage.”
• “Good opportunity to meet producers & distributors from European territories, a lot of good buzz and a wonderful city as host.”
• “Has to do with overall initiatives regarding raising the profile of Canadian production and Canadian product abroad.”
• “We had a co-production with Germany, so we had good reason to be there to screen the work and build on our relationship with the co-producers.”
38
Cost of Attending EFM 2007
Companies incurred an average cost of $5,730 in attending the 2007 European Film Market.
83% of respondents (10 companies) indicated that they received funding support from Telefilm, other federal government organizations or the provincial funding agencies to attend the event.
Five companies reported receiving federal funding ranging in amount from $1,000 to $20,000. The median amount was $2,400.
Seven companies indicated that they had received provincial funding ranging in amount from $1,800 to $3,600. The median amount was $2,000.
39
“Thank you once again to Telefilm & its representatives for all of the help and support provided. Attending the EFM was an invaluable experience & I have BCFilm and Telefilm to thank for helping me make the best of such a great opportunity.”
“It was my first time, after receiving Telefilm eligibility as a producer, in attending the EFM and I found it, overall, to be very useful. I'm sure that business will result.”
“Canadian presence at international festivals and markets is a must. A more concerted, stylish, up-to-date, "produced" approach to raising the profile of Canadian production and products is a must.”
Q26. Finally, please provide any other comments you have on the 2007 European Film Market or suggestions for improving the support provided by Telefilm and its partners. N=12
Other Comments
40
“The Canadian screenings were very helpful to get our film seen by a large majority of buyers at EFM. Having our film as an official selection in the Berlinale was a big part of our success at the EFM. The ongoing outreach and follow up with the Telefilm Canada Festivals Bureau staff is INDISPENSIBLE in attending the foreign markets. This team, especially Brigitte Hubmann's relationships with all the international festival programmers, goes a long way to getting our films selected into these festivals and sold at the accompanying markets.”
“The EFM itself is not very helpful for screenings. You cannot put up your poster until one hour before a screening. Very rigid rules and there seems to be no interest on behalf of the organizers in getting film buyers to the screenings.”
Other Comments
Q26. Finally, please provide any other comments you have on the 2007 European Film Market or suggestions for improving the support provided by Telefilm and its partners. N=12
41
“Maybe this year was not the best one for the Berlin Film Festival/European Film Market, as it was a seasonal thing. Hopefully, next year, it will be a better one (along with a better weather!)”
“Je crois que le European Film Market (et le Festival de Berlin) cherche encore la manière idéale de s'organiser et de se centraliser; c'est un peu éparpillé et désorganisé; cela va venir...”
Other Comments
Q26. Finally, please provide any other comments you have on the 2007 European Film Market or suggestions for improving the support provided by Telefilm and its partners. N=12
43
As a result of the low response rate to the survey, and possible concerns about non-response bias, the sales data within this report should be treated with some caution.
Nevertheless, it appears that participants at EFM did enjoy a successful market:
More than three-quarters (77%) either completed sales, or began discussions that are likely to lead to sales while at the event.
Forty-six percent either completed pre-sales, or began discussions that are likely to lead to pre-sales.
Over half of respondents (54%) either signed or began negotiating co-production or co-venture deals.
$280,000 of actual sales, $2,964,500 of likely sales and pre-sales, and $32,120,000 of co-production or co-venture deals were reported by survey participants.
Conclusions
44
Despite this sales success, respondents were only moderately satisfied with the market, giving an overall satisfaction rating of 6.8 out of 10, and rating value for money as 6.4 out of 10.
These scores are lower than they were in 2007, when they both scored 7.7 out of 10.
Participants were most satisfied with the 2007 EFM in terms of reconnecting with existing business contacts (7.9 out of 10), and least satisfied with it in terms of attracting visibility or press coverage for their companies (4.9 out of 10).
Respondents indicated that the Cannes Film Market was the best international event held outside of Canada at meeting their needs.
Conclusions
45
Three-quarters (75%) of respondents used the services provided by the Canada Pavilion at the 2007 EFM.
They were moderately satisfied with the overall utility of the Canada Pavilion (rating their satisfaction as 6.8 out of 10).
More specifically, they were most satisfied with it in terms of:
The location of the stand (7.4)
The helpfulness of booth staff (7.3)
The design and appearance of the stand (7.2)
They were less satisfied with the stand in terms of being able to conduct meetings there. Specifically:
The usefulness of Pavilion in holding meetings (6.0)
Size and availability of meeting spaces (5.6)
Conclusions
46
Currently, the Canada Pavilion seems to be more informational than interactive.
Companies are able to use the Pavilion to display and promote their products, but they find that the Pavilion is lacking in facilities for conducting meetings.
The Canada Pavilion could me made more useful to clients if it were more of a facilitation point, i.e. a better location for holding meetings and for introducing buyers to sellers, possibly by devoting more space to meeting rooms.
Conclusions