ICO SCREENING DAYS
21 – 23 April 2012
BFI Southbank, London
Evaluation Report
Of the 261 delegates who attended the spring ICO Screening Days, 133 (51%) returned a feedback form.
The information from all the 133 feedback forms has been used to create the report below. Results have
been recorded and are represented as percentages throughout. Frequently made comments and
suggestions have been quoted under the relevant questions. Included in the report are details of how the
ICO will respond to and accommodate the suggestions and comments.
Participant information
1. What is your gender?
42.1%
Female
Male
57.9%
The split between male and female delegates was fairly even.
2. Which of the following ranges includes your age?
0.0% 7.8%
34.4%
19.5%
Under 19
19-26
27-39
40-49
50-59
60 or over
14.8%
23.4%
There was representation across all of the different age groups. The largest demographic was that of 60 or
over. However there was an increase in the number of delegates in the age groups 27 – 39 and 40-49 from
the previous spring event. This reflects the marketing we have been doing to try and encourage attendance
by younger audiences. We would still like to attract more people in the 19-26 age range and will look into
ways of reaching this younger demographic for future events.
3. Which region is your organisation based in?
London
1.6%
1.6%
5.6%
South
South West
3.2%
East
14.4%
East Midlands
6.4%
3.2%
Yorkshire
7.2%
North West
24.0%
North East
8.8%
Wales
West Midlands
20.0%
4.0%
Scotland
Northern Ireland
We are pleased to see that the whole of the UK were represented at the event. The majority of delegates
were from organisations based in the South, South West and London, which is to be expected given the
location of the event. This can also be explained by the higher concentration of film societies in London and
the South of England.
The ICO will continue to situate one of the biannual ICO Screening Days in a different location outside of
London each year to enable people from all over the UK a better opportunity of attending.
4. Which of the following best describes your organisation?
0.0%
3.2%
0.0%
7.1%
4.0%
0.8%
13.5%
Full-time cinema
Film society
Mixed arts venue
Community group
14.3%
Part-time cinema
Film festival
Gallery
57.1%
Regional Screen Agency
Other
The highest percentage of delegates at ICO Screening Days were from film societies (57.1%) and cinemas
(20.6%). We are pleased to see that the event is attracting a high level of attendance from film societies,
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which we were aiming to achieve with this spring event. We are also pleased to see that the percentage
attendance from cinemas has increased by 8.7% from the previous spring event.
5. Is your organisation a member of the BFFS?
35.2%
Yes
No
64.8%
The ICO is encouraged to see a large proportion of delegates are members of the BFFS and will continue to
publicise events through the BFFS and invite them to participate in the event.
6. Have you attended the ICO Screening Days before?
21.1%
Yes
No
78.9%
ICO Screening Days is attracting a healthy percentage of new delegates to the event and also pleased to be
welcoming back a very large proportion of returning delegates.
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7. Did you include films you saw at previous ICO Screening Days events in your organisation’s film
programme? If so, how many?
25.0%
1-5
36.7%
6-10
11-15
16-20
3.3%
21-25
4.2%
Unsure/Not applicable
7.5%
23.3%
75% of delegates included films in their programmes that they had seen at an ICO Screening Days event.
This demonstrates that the event is assisting exhibitors with their film programming. We will continue to offer
a diverse and wide-ranging programme at ICO Screening Days to enable exhibitors to create interesting and
engaging programmes.
Marketing and Booking Information (before the event)
8. How did you find out about ICO Screening Days?
13.4%
14.2%
ICO website
ICO email mailing list
Other (please specify)
72.4%
The majority of delegates (72.4%) were notified about the event via the ICO email list, which is now the main
delivery method for information about the event.
We will continue to make information about ICO Screening Days available as soon as possible on our
website to encourage more people to use the website as the “first point of call” for enquiries.
People that answered ‘Other’ found out about ICO Screening Days through word of mouth from a colleague.
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9. Did you use the ICO website to find out further information about ICO Screening Days?
8.7%
Yes
No
91.3%
It is encouraging that such a large majority of delegates are using the ICO website to access information
about ICO Screening Days, 91.3%. This is a 7.2% increase from the previous spring event.
Using the website as an information point enables us to provide the most up-to-date information; particularly
important for ICO Screening Days given that most of the titles are previews and are not confirmed until
shortly before the event. It also enables us to provide a wide range of information – from details of specific
screenings to advice on travel arrangements, without using vast amounts of paper or overloading delegates
with emails. Using the website as the hub of knowledge for ICO Screening Days enables delegates to easily
source the information specific to their needs.
If so, was this useful?
0.0%
Yes
No
100.0%
We are extremely pleased to see that all delegates who used the ICO website found it useful. We will
continue to upload useful information about the event to the ICO website and provide further resources for
delegates to use afterwards, such as stills, film copy and booking contacts.
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10. Did you use the ICO's new online booking system to book and pay for your pass?
17.5%
Yes
No
82.5%
We are very pleased to see that 82.5% of delegates used the new online booking system through the ICO
website. This is a relatively new system to book tickets for the event, and we are pleased that the majority of
delegates have been able to use it.
11. If yes, did you find this process satisfactory?
2.0%
Yes
No
98.0%
We are very pleased to see that 98% of delegates who used the new online booking system found it
satisfactory. The 2% of delegates that answered ‘No’ had not used the online system as their place had
been booked by a colleague.
The new online system makes the booking process much simpler and quicker for delegates, and also offers
more ways to pay for their pass.
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12. In retrospect, did you get all the information you needed before attending ICO Screening Days?
1.6%
Yes
No
98.4%
The vast majority of delegates (98.4%) considered that they received all the information they needed before
the event. This is a 13% increase from the previous spring event.
Comments offered by those who answered “No”, said they would have preferred to have received the
information earlier. This is a recurring request, but as the event is made up of preview screenings it is not
possible to provide the information any earlier.
The Event
13. What was your main reason for attending ICO Screening Days? (most important)
0.8%
4.0%
5.6%
To assist with programming
To meet other exhibitors
To meet with distributors
Other (please specify)
89.5%
The main motivation for delegates attending ICO Screening Days at 89.5% was to assist with programming.
This is an increase of 10.5% from the autumn 2011 event, and a 2.6% from the previous spring event.
Meeting other exhibitors was another important factor, this is an increase of 0.4% from the previous spring
event. This increase maybe accounted for by the regular provision of a drinks reception which is now seen
as an essential date to network with fellow exhibitors. Other reasons offered were to meet colleagues, watch
a diverse range of films and to seek advice.
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When planning ICO Screening Days sourcing a wide variety of specialised films from a cross section of
distributors is our main priority. This is to provide an opportunity for exhibitors to watch the largest range of
forthcoming films, that they would not otherwise have access to before release. This will continue to be the
main motivation in the organisation of future events. We will also ensure that we provide networking
opportunities for delegates, and to be a key industry event for exhibitors to meet with each other and
distributors.
14. Were these aims met?
2.5% 2.5%
Yes
No
Unsure
95.1%
We are extremely pleased that such a large proportion of delegates are achieving what they hoped to gain
from ICO Screening Days, 95.1%. This is a 14.6% increase from the previous spring event. We hope to
continue to fulfil delegates’ expectations and will continue to prioritise programming for future events.
15. How would you rate the venue?
60.0%
50.0%
40.0%
Poor
Average
30.0%
Good
Very good
20.0%
Excellent
10.0%
0.0%
Venue
Venue staff
Catering
Overall, the majority delegates considered the venue and venue staff as excellent or very good. Catering
was considered mostly good or very good.
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Comments made on the venue:
It was good to see the films so well presented. Focus on the quality
NFT2 room temperature too cold
More tables required in the Blue Room for putting drinks down whilst reading / attending to programme /
paperwork etc.
Great to return!
Air conditioning in NFT3 for 'Nostalgia for the Light' became too cold during last 20 mins of film
It was really helpful being able to get tea/coffee/lunch in the Blue Room - it saved so much time and we
weren't faced during the breaks with a choice between getting a drink or going to the loo!
The seats in NFT2 have far too little knee room
Venue was excellent, very comfortable seating, good accessible location. Thoroughly enjoyed the event
On the catering:
Not enough snacks on offer.
Sandwiches in The Blue Room were a bit on the boring side! But that's a minor thing, the provision is useful
and necessary.
Could have biscuits / cakes / snacks to sell in delegate’s room.
Salads good. Sandwiches tasteless.
No biscuits on the counter for love or money - a bit mean! Poor coffee compared to other ICO events I've
been to.
Some snacks / pastries at 9am please! (Nothing available before 10.30ish)
Poor selection of sandwiches. Some only on white bread and none of them cut in half. No knives available to
do this
Variety of snacks throughout the day would have been good.
Snacks available to buy in delegate centre (i.e. cakes, chocolate, not just sandwiches). Delegate centre staff
aware of need to serve quickly as v little time between films.
The above results suggest that the majority of delegates were very happy with the choice of venue for the
spring ICO Screening Days. We also received lots of anecdotal feedback, saying how great it was to return
to BFI Southbank. We will endeavour to work with the catering provider at BFI Southbank on the provision of
food on offer in the delegate area.
We will aim to continue to work with the BFI to hold one of the biannual events at BFI Southbank.
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16. How would you rate the programme of events?
Number of films:
60.0%
48.0%
50.0%
37.4%
40.0%
30.0%
Number of films screened
20.0%
13.0%
10.0%
0.0%
1.6%
0.0%
Poor
Average
Good
Very good Excellent
It is extremely encouraging that 98.4% of delegates rated the number of films shown as good, very good or
excellent. This is a 1.4% increase from the autumn 2011 event and 16.7% increase from the previous spring
event and the highest percentage received to date.
Range of films:
45.0%
40.5%
40.0%
33.1%
35.0%
30.0%
25.0%
19.0%
20.0%
Range of films screened
15.0%
10.0%
5.0%
6.6%
0.8%
0.0%
Poor
Average
Good
Very good Excellent
The majority of delegates (92.6%) rated the range of films as good, very good and excellent. This is an
increase of 9.3% from the previous spring event.
When sourcing films for the event we strive to secure a wide range of films from across all of the distribution
companies and will continue to offer this.
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Some of the comments made:
All spot on.
Larger selection of minority films would be helpful, i.e. non-European / US.
A range of great films and manageable schedule.
Excellent range of films, really help in choosing what we'll screen.
Thank you to the film programmers - it was a wide range of very good films, and I feel much more aware of
good products now that I've attended.
Usefulness of programme:
50.0%
46.7%
45.0%
40.0%
32.5%
35.0%
30.0%
25.0%
20.0%
Usefulness for programming
16.7%
15.0%
10.0%
5.0%
0.8%
3.3%
0.0%
Poor
Average
Good
Very
good
Excellent
We are very pleased to see that the majority of delegates (95.9%) rated the event as good, very good or
excellent, in terms of usefulness for programming. This is an increase of 20.9% from the previous spring
event, and as the main purpose of the event we are extremely pleased to see that these needs are being
met.
Some of the comments made:
Before attending I was a bit disappointed with the line up because it lacked some of the bigger titles that
previous screening days have had. However it worked out perfectly, it forced me to be more disciplined and
actually do my job properly not just go and see the films I would programme anyway. So I might not have got
an advance screening of the next The Artist but I did get to catch lots of great surprises like Even The Rain
and had a lot of my assumptions challenged. It also encouraged more dialogue with other exhibitors, I was
much more willing to diverge from my pre-planned schedule and follow up on recommendations from fellow
attendees.
Came away with at least five great films for next year's programme — brilliant! However, I should add that
the saturation release films, e.g. All In Good Time and 2 Days In New York are of no real interest to us, being
a film society showing films in a commercial cinema where they will almost certainly be screened anyway.
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The chart below shows how long after ICO Screening Days the films are due to be released
45%
42%
40%
33%
35%
30%
25%
Released
20%
15%
10%
8%
8%
8%
July
August
5%
0%
April
May
June
Schedule:
50%
44%
45%
40%
35%
30%
24%
25%
24%
Schedule
20%
15%
10%
5%
6%
2%
0%
Poor
Average
Good
Very good
Excellent
The majority of delegates (92.5%) rated the schedule as good, very good or excellent. This is a 23.5%
increase from the previous spring event.
There were some general requests to repeat more films and to have longer breaks between films which we
receive at each event, but are not possible due to venue constraints. However, overall the schedule was
extremely well received.
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Reaction slip system:
40.0%
37.8%
35.0%
31.9%
30.0%
25.0%
19.3%
20.0%
Reaction slips system
15.0%
10.1%
10.0%
5.0%
0.8%
0.0%
Poor
Average
Good
Very good Excellent
The reaction slip system is an innovation from the BFFS, previously used at their Viewing Sessions. It is a
standardised index system requiring delegates to mark the film they have attended and their rating of the film
with a small tear in the appropriate places on each slip.
This system was requested by the BFFS as a useful tool for members of the BFFS who have used this
system to aid their programming for numerous years. Provision of this system is part of our commitment to
work closely with the BFFS. We recognise that for some venues this system will not be useful and that the
programmer’s own experience of their audience will better inform decisions.
Some of the comments made:
Sometimes difficult to respond to reaction slip system as it is very simplistic
Make this 1 to 10? Might be clearer
Points on scale are oddly labelled. 'Good' should not be the middle point
Not all notes put up on board on same day
Slips - tick rather than tear
Prefer to use a pen. Difficult tearing
Keep the reaction slip simple!
I never know with the reaction slips if I should be saying whether it is a good film or whether I like it - different
questions
Look forward to hearing the compiled reaction scores
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17. How would you rate the organisation of the event?
70%
60%
50%
Poor
40%
Average
Good
30%
Very good
20%
Excellent
10%
0%
Clarity of information
about the event
General organisation Helpfulness of ICO staff
The majority of delegates considered the organisation of the event as excellent and we received some very
positive feedback.
The ICO are the best organisation I have dealt with
Spot on! Well done all
Really good - they were helpful
As usual I am in awe of the ICO for putting the event together
Very good to be back at Southbank
18. How would you rate the drinks reception?
40%
35%
30%
25%
Poor
Average
20%
Good
15%
Very good
10%
Excellent
5%
0%
Venue
Beverages
Usefulness for
networking
The majority of delegates rated the drinks reception as good, very good or excellent. We will continue to
offer this opportunity and would like to thank Filmbank for their important role in making this possible.
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19. Was the information provided in the delegate packs satisfactory?
3%
Yes
No
98%
97.5% of delegates found the information in the delegate packs satisfactory, this is a 2.5% increase from the
previous spring event. We will continue to provide this level of information.
20. Do you think that the cost of the ICO Screening Days represents value for money?
3%
Yes
No
97%
We are extremely pleased that 96.6% of delegates thought ICO Screening Days represented value for
money, this is a 3.3% increase from the previous spring event.
The ICO aims to mitigate costs for delegates by rotating the event to different locations so that delegates are
not consistently travelling to far-off venues. We also publicise the dates of future events far in advance so
delegates can take advantage of lower travel and accommodation costs.
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Future Events
21. How important is each of the following when deciding to attend?
60%
50%
40%
Completely unimportant
Unimportant
30%
Neutral
Important
20%
Very important
10%
0%
Films
Dates
Location Time away
from job
Cost
It is clear that delegates consider ICO Screening Days an important date on their calendar. The selection of
films and the cost were rated as the most important factors in delegates’ decision to attend; closely followed
by the location and the date of the event.
We will continue to prioritise sourcing a diverse programme of films and try to ensure costs are kept to
affordable levels for delegates.
Any other comments or suggestions?
Many thanks for a very useful event!
Long may the screening days scheme continue!
Altogether a worthwhile weekend. I particularly like London due to ease of access and the venue and hope
you repeat it next year but not in Marathon weekend.
Thanks, always brill!
Thank goodness ICO is still here providing the service.
Thanks for an extremely enjoyable & productive screening weekend. As smooth! And a good balance
achieved avoiding mainstream.
Value - It is not just the ICO charge, but with train fares and hotels, it is an expensive trip.
Food - Refreshments should be part of delegate rate
Well done! See you in the next one.
Very enjoyable event with a good range of films. The information pack and distributors' handouts will be very
valuable in planning our film society's next season programme. It was good to speak with distributors and
receive some recommendations.
Great event, very useful as ever.
Thank you. I don't know what I'd do without the screening days! They are a huge help in programming the
festivals - make my programming much more efficient - and I love attending.
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Thought the film response slips were a great idea and going to see how the films were doing was a good ice
breaker. Really enjoyed the weekend and hope to do it again.
I can't stress enough how useful your Spring and Autumn viewing sessions are for programming. Please
keep them going.
Shame that the day (Sunday) seems to fizzle out - would be good to have some kind of 'debrief', 'review'
before we go away.
just to say thank you as with the Nottingham screening weekend the films from your selection will form the
majority of our autumn season's programme
Thank you to those that organised the event. We saw 4 films yesterday (3 of which happened to be brilliant)
and apart from the seats in NFT2 (I'm 6ft tall) it all went very smoothly and we'll definitely be screening
several in our next season.
Well done for a great event!
Overall the feedback from the event was extremely positive, and our most successful spring event to date.
We are pleased to be achieving our aims of providing a well organised event, with a broad programme of
pre-release films, for organisations that do not have access to exhibitor screenings. We will continue to try
and improve future events and will look into actioning suggestions from the feedback.
Priorities









To attract a younger demographic
To hold events in different locations around the UK
To provide information regarding films as soon as possible via email updates and the ICO website
To provide a broad programme of quality pre-release films
To look into the possibilities of offering better catering provision
To provide opportunities to network with exhibitors and distributors
To look into the possibility of additional networking events
To keep the cost of the event affordable
To provide advance notice of dates for future events
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