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NORTH CASE STUDY . MIDAS FILMES was created summer 2006. Has since built a catalogue of over 100 titles in DVD - Jarman, Moretti, Téchiné, Hartley, Kiarostami, Kitano, Pialat, Godard, Tarkovski, Russ Meyer, Resnais, Bresson, Varda

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slide1

NORTHCASE STUDY

  • MIDAS FILMES was created summer 2006.
  • Has since built a catalogue of over 100 titles in DVD - Jarman, Moretti, Téchiné, Hartley, Kiarostami, Kitano, Pialat, Godard, Tarkovski, Russ Meyer, Resnais, Bresson, Varda
  • and released theatrically a dozen independent and documentary films, such as THE CLASS, QUIET CHAOS, PERSEPOLIS, THE BEACHES OF AGNÈS , PATTI SMITH: DREAM OF LIFE, ZIDANE, FAY GRIM, THE LOVEBIRDS.
  • Is also involved in production of documentaries, shorts and feature films.
  • www.midas-filmes.pt
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NORTHCASE STUDY

  • FACTS & FIGURES
  • AcquiredinBerlin 2009 aftertheofficialscreening.
  • PortugueseRelease date – February 2010.
  • 2 printsrelease – Lisboa and Porto
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NORTHCASE STUDY

SWAT ANALYSES

  • WEAKNESSES
  • Unknown director in Portugal
  • Unknown cast
  • Norwegian film
  • Cult Film
  • Deadpan humour
  • STRENGHTS
  • Awards – Fipresci Award at Berlin – Panorama and Best Director at Tribeca
  • Good reviews
  • Cult Film
  • Deadpan humour
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NORTHCASE STUDY

MARKETING STRATEGY

  • POSITIONING
    • NORTH is the must seen cult film of this winter, a deadpan humour and anti-depressive off-road movie, the Norwegian “Straight Story”.
  • TARGET AUDIENCE
  • Regular arthouse cinemagoers
  • Students
  • Review driven
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NORTHCASE STUDY

MARKETING STRATEGY

  • PRESS STRATEGY
  • First press-release sent after Berlin.
  • Press Screenings 3/4 weeks before the release.
  • Interviews with director Rune DenstadLanglo
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NORTHCASE STUDY

MARKETING STRATEGY

  • BEFORE THE RELEASE (3/4 weeks)
  • Posters (70x100) and Banners (120x250) intheaters.
  • Flyerswithinformationaboutthefilm, thereleaseand a fewreviews, distributedintheaters, universities, bars, restaurants, bookshops.
  • Posteringinthestreets (1 weekbeforethereleaseand 1 weekafter)
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NORTHCASE STUDY

MARKETING STRATEGY

  • BEFORE THE RELEASE (3/4 weeks)
  • Trailers.
  • Preview/Première 2 or 3 daysbeforetherelease
  • 250 seats – invitations to media partners, otherpartners, to stand-upcomedyactors, etc.
  • Website / Newsletter
  • Social Networks - Facebook – Midasfanpage
slide8

NORTHCASE STUDY

MARKETING STRATEGY

  • BEFORE THE RELEASE AND DURING THE FIRST WEEK
  • ADVERTISING
  • Adsinnewspapers
  • AdsinFilm Magazines/ArtsSupplements
  • Internet Banners
slide9

NORTHCASE STUDY

MARKETING STRATEGY

  • AFTER THE RELEASE
  • Specialscreeningsonsundays, presentedbyportuguesecomedyactors.
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NORTHCASE STUDY

MARKETING STRATEGY

  • RELATIONSHIP WITH EXHIBITORS
  • Onetheaterin Lisboa andanotherin Porto. It’simportant to obtain a real commitment to programminganddefendingthefilm for a longerperiod (evenifafterthefourthweekinexchange for lessdailyscreenings). Thelongerperiodisimportant to makethewordofmouthwork (itcantakelongerthan usual as itis a filmbyanunknow director.
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NORTHCASE STUDY

MARKETING STRATEGY

  • MEDIA PARTNERS / OTHER PARTNERSHIPS
  • Dailynewspaper (freeadspromotingthepremièreandgivinginvitations to thepremière)
  • Radio–campaignof 6 spots perday for twoweekspromotingthefilmandthepremière.
  • Cinema Websites
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NORTHCASE STUDY

MARKETING STRATEGY

  • MEDIA PARTNERS / OTHER PARTNERSHIPS
  • Norwegian ambassy
  • Universities corporate TV – 2 weeks/5 spots per day
  • Universities Students associations (they send information about the film to their newsletter).
  • Health Clubs corporate/indoor TV
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NORTHCASE STUDY

TOTAL ESTIMATES IN NUMBERS

  • MAXIMUN PRINTS - 2
  • RELEASE BUDGET – 17.000 EUROS
  • P/A COSTS – 11.500 EUROS
  • TOTAL BOX OFFICE/ADMISSIONS – 8.000 ADMISSIONS
  • 37.000 EUROS
  • NO OF WEEKS IN RELEASE - 10