Diapositivo 1

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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
• 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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NORTH CASE STUDY

• FACTS FIGURES
• Acquired in Berlin 2009 after the official
  screening.
• Portuguese Release date February 2010.
• 2 prints release Lisboa and Porto

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NORTH CASE STUDY
SWAT ANALYSES

• STRENGHTS
• Awards Fipresci Award at Berlin Panorama and
  Best Director at Tribeca
• Good reviews
• Cult Film
• Deadpan humour

• WEAKNESSES
• Unknown director in Portugal
• Unknown cast
• Norwegian film
• Cult Film
• Deadpan humour

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NORTH CASE 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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NORTH CASE STUDY
MARKETING STRATEGY

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

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NORTH CASE STUDY
MARKETING STRATEGY

• BEFORE THE RELEASE (3/4 weeks)
• Posters (70x100) and Banners (120x250) in
  theaters.
• Flyers with information about the film, the
  release and a few reviews, distributed in
  theaters, universities, bars, restaurants,
  bookshops.
• Postering in the streets (1 week before the
  release and 1 week after)

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NORTH CASE STUDY
MARKETING STRATEGY

• BEFORE THE RELEASE (3/4 weeks)
• Trailers.
• Preview/Première 2 or 3 days before the release
• 250 seats invitations to media partners,
  other partners, to stand-up comedy actors, etc.
• Website / Newsletter
• Social Networks - Facebook Midas fan page

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NORTH CASE STUDY
MARKETING STRATEGY

• BEFORE THE RELEASE AND DURING THE FIRST WEEK
• ADVERTISING
• Ads in newspapers
• Ads in Film Magazines/Arts Supplements
• Internet Banners

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NORTH CASE STUDY
MARKETING STRATEGY

• AFTER THE RELEASE
• Special screenings on sundays, presented by
  portuguese comedy actors.

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NORTH CASE STUDY
MARKETING STRATEGY

• RELATIONSHIP WITH EXHIBITORS
• One theater in Lisboa and another in Porto. Its
  important to obtain a real commitment to
  programming and defending the film for a longer
  period (even if after the fourth week in exchange
  for less daily screenings). The longer period is
  important to make the word of mouth work (it can
  take longer than usual as it is a film by an
  unknow director.

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NORTH CASE STUDY
MARKETING STRATEGY

• MEDIA PARTNERS / OTHER PARTNERSHIPS
• Daily newspaper (free ads promoting the première
  and giving invitations to the première)
• Radio campaign of 6 spots per day for two weeks
  promoting the film and the première.
• Cinema Websites

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NORTH CASE 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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NORTH CASE 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