AUDIENCE: ON DEMAND
Maximising Audience; Platforms and Potential
APPLICATION GUIDELINES
Deadline: 5pm on 20 February 2013
The Audience On Demand programme (AOD) is designed for feature film-makers with
guaranteed production finance (at least 50%) or a feature film up to picture lock, who need
to identify the appropriate distribution and sales route for their project and identify and
target their audiences through either the traditional avenues or by using new innovative
distribution models.
BACKGROUND
Feature film-makers, whether backed by studios or independently financed, are faced with
huge challenges - changes in business models, piracy, disruptions to the traditional film
value chain, fragmenting markets and increased downward pressures on production
budgets and income streams. For UK based independent film-makers in particular, these
challenges face every feature that is produced at the low /micro-budget level. Film-makers
working without a Sales Agent or a Distributor attached, often struggle with disappointing
foreign sales, low domestic returns and unexploited rights. And as Production budgets are
restricted, P and A spend is low to none existent.
Taken together this rapidly evolving picture requires new thinking, new approaches, and
new knowledge. Film-makers, particularly Producers, faced with these threats need to learn
about this changing landscape, (including its origins) and in particular the impact of new
digital technologies on exploitation while at the same time they need new tools and access
to new networks (e.g. digital agencies and distribution contacts) in order for them to source
and maximise the audience for their work.
The questions are pressing and clear: How can independent film-making talent across the
UK survive and thrive in the future given these challenges? How can the independently
produced films of the next decade carve a bigger niche for themselves and how can filmmakers use those lessons to improve the way they connect with audiences?
AUDIENCE ON DEMAND: PROGRAMME AIMS AND OBJECTIVES
The Audience On Demand programme (AOD) is designed for feature film-makers who need
to identify the appropriate distribution and sales route for their project and identify and
target their audiences through either the traditional avenues or by using new innovative
distribution models. Participants will need to demonstrate their entrepreneurial skills, their
dedication to a sustained
career working within the UK industry through a well presented development slate and
show evidence of a proactive nature, all of which will see them thrive on this programme.
The Programme will consist of a combination of classroom presentations and practical
individual project work with industry mentors These will be presented during 3 x two day
workshops (2 in London and 1 outside London), with a final pitch day and networking
session in London, where teams will present and receive feedback on their final developed
packages.
Participants will be expected to work on their projects, between workshops, with assigned
mentors and will draft a digital release strategy, online marketing strategy and a festival
strategy throughout the course of the programme.
Audience on Demand will focus on raising the business and entrepreneurial skills of film
practitioners, with a focus on emerging producers and with an emphasis on the impact of
new digital technologies on their project. It will focus on the two distinct methods of
exploiting your film – through traditional methods and the alternative ‘DIY’ route
empowered by new digital technologies and innovative thinking. This will include PR,
marketing, exhibition, distribution, international sales, digital distribution and delivery.
From online viewing platforms to social networking, the programme will constantly
reference new cutting edge thinking and the latest industry research.
The programme will not only develop a draft release strategy for a selected feature project
per team, but will also build on the entrepreneurial skills of selected producers to ensure
they have the knowledge and tools (built through considered analysis of their projects) to
build a longer term business future.
The programme will ensure participants meet the right experts, distributors and digital
agencies to make a sustainable difference to their film business and careers going forward.
PROGRAMME STRUCTURE
The programme will be delivered via 3 x two day development workshops. They will be a
combination of bespoke presentations in the morning, followed by detailed one to ones
with mentors / experts in the afternoon, designed to focus in on relevant issues within each
feature film project.
In the space between blocks, the teams will be given specific deliverables and specific
project timelines to work on, including brainstorming the projects assets and business
planning for online platforming of projects, marketing strategies, etc with a Mentor (2 x ½
days with each team).
At the end of the programme each team will be asked to present a package and a pitch for
their project to an industry panel (taken from the speakers on the programme) which will
include a digital online plan for both marketing and distributing their feature project, using
both traditional and non-traditional routes. The panel will assess and give a feedback report
and advice on each project and teams package
At the conclusion of the programme participants will:
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Understand the landscape their films need to operate in
Learn the tools to make them competitive in the marketplace
Make the contacts who can help them sustain their businesses in future
Use their learning to make practical differences to their feature projects and release
strategies
Have a basic digital release strategy and online marketing plan for their project.
ASSESSMENT CRITERIA
Applications will be assessed using the following criteria:
1. Originality and Distinctiveness of Story
2. The potential of a draft (simple) marketing and distribution plan
3. Commercial viability of the submitted project
4. Likely positive impact on the film-making teams careers
5. Applicants previous track record in either feature film making or Short film-making
Applications from London-based film-makers will be assessed by Film London.
Applications from outside of the London Region will be assessed by Creative England.
The final shortlist will be mutually agreed by Film London and Creative England. It is
intended that the final selection will reflect an equitable division between London
Region and Creative England Region based projects.
SUBMISSION DOCUMENTS
We require all applicants to submit the following supporting documents in addition to
filling in the online application form which can be found here:
All documents must be uploaded as either a PDF of Word.doc
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A one page synopsis of the project
The latest (dated) draft of the script OR Rough Cut - Please send an online link
A two page sheet outlining audience, marketing and distribution plan for your project (which
must demonstrate reasoning behind choices)
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Social Media Outline including links to any
social
media networks for the project
Details of any online crowd funding elements (if applicable) associated with the project
Letters of intent from financiers for all unproduced films
One page Bios of Key Project Team
One page Bios of Key Cast
All application forms and documents must be uploaded and submitted by 5pm on 20th
February 2013.
Please note: A fee of £300 will be requested per team to cover travel, accommodation
and catering costs.
AUDIENCE ON DEMAND: THE DELIVERY
TEAMS:
CREATIVE ENGLAND
Creative England was set up in October 2011 as the strategic development agency for film
and the creative industries in the English regions (outside Greater London). It receives
approx £2.5m of DCMS funds via the British Film Institute for the delivery of film services in
the English regions and distributes over £1m of Lottery funds per annum, delegated from
the BFI, in order that the brightest talent is identified, nurtured and promoted, that
audiences have access to a wide and diverse range of film content and that the public
benefits from a range of opportunities to engage and participate in contemporary moving
image culture.
iFeatures is an integrated development, production and training initiative for first and
second-time feature filmmakers, supported by Creative England, BBC Films, BFI Film Fund,
and Skillset. Now in its second iteration, iFeatures 2 will operate across the English regions
(outside Greater London), supporting the intensive development of 16 projects/filmmaking
teams with the aim of greenlighting 3 films into production in late 2012, each with a budget
of £350,000. iFeatures 2 aims to raise the bar in low-budget filmmaking at each level –
development, production, marketing, and distribution – and to galvanise a new wave of
filmmakers with the capacity and self confidence to forge a powerful cultural voice for their
regions. The films they produced will have verve and vision. They’ll be smart, contemporary
movies that capture that elusive sense of time and place with energy, wit and honesty.
FILM LONDON
Film London is the capital's public agency for feature film, television, commercials and other
interactive content, including games. Film London successfully launched its Microwave
Feature Film Production Scheme in 2006 supported by BBC Films, London Development
Agency and the UK Film Council. The scheme challenges film-makers to make a full length
feature film for no more than £120,000 with up to £60,000 production funding provided
from Film London.
The Microwave Production Scheme exists in order to remove finance as a barrier to entry
and to develop new stories from emerging film-makers, at the same time enhancing the
pool of skilled and knowledgeable talent available to the UK film industry.