Pim Hermeling Antichrist Case Study.

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Presentation transcript:

Pim Hermeling Antichrist Case Study

Facts & Figures Acquired in Berlin 2009 * based on script and promo MG 100.000 euro (plus 2 bumpers) * 20.000 selection Cannes * 20.000 winner Palm d’ or

Fact & Figures Lars von Trier films 29 /8/1996 Breaking the Waves – 115.000 admissions 26/10/2000 Dancer in de Dark – 124.000 admissions 28/8/2003 Dogville – 72.000 admissions 1/9/2005 Manderlay – 14.000 admissions 3/5/2007 Boss of it all – 6.000 admissions 29/10/2009 Antichrist - ??????

SWOT Analyses Antichrist Strength Weakness Cast Title Director Mixed reviews Cannes Controversial Controversial Story Subject

The film could be seen as TOO controversial The problem of Antichrist The film could be seen as TOO controversial

Positioning The must seen, controversial film of Lars von Trier. The most talked about movie in Cannes 2009 with Willem Dafoe and Charlotte Gainsbourg

Primary Target audience Regular arthouse cinemagoers Male/female aged 20 and up Inhabitants of major (university) cities Highly review driven Secondary target audience Lars von Trier fans Influenced by Cannes or reviews

Marketing Strategy 1. Highly Publicity driven 2. Review driven 3. Paid driven

Free Publicity Cannes interviews Focus on the “buzz” of the film Press releases Previews to build up the word of mouth Paid Advertising Internet banners Outdoor in key cities Ads in newspapers Ads in (film) magazines

10 print release in arthouse Release date 29 – 10 – 2009 release pattern 10 print release in arthouse (A’ dam – R’dam – The Hague – Utrecht – Groningen – Nijmegen – Breda – Eindhoven – Haarlem) Release date 29 – 10 – 2009

Competition one week before release I Love you Philip Morris (Independent) Les Regrets (BFD) Fish Tank (Cineart) Surrogates (Disney) Pandorum (Independent) Competition on release date Puisque nous sommes nes (Cineart) Extract (EFP) NY I Love You (Paradiso) Imagine That (UPI) The Informant (Warner)

Total estimates in numbers Maximum prints 10 P/A costs 55.450 Total Box Office 200.000 No. of weeks in release 15 Video on BO results 120.000 TV/VOD/Ancillary 80.000