RELEASE IN THE NETHERLANDS Case study ANNE VAN DER POL FISH TANK

CINEART THE NETHERLANDS  Founded in january 2008  Dutch office of Cineart Belgium, start of Cineart Benelux  Releasing films in The Netherlands since april 2008  +/- 25 releases a year

ACQUISITION of FISH TANK  Wallie Polle (Cineart NL) / Kees Kasander (The Kasander Film company)  Script reading  Follow up meetings about budget and cast  Pre-buy in Cannes 2008  Expectation: minimum of admissions in The Benelux

FIGURES & FACTS DEBUT FILM RED ROAD by Andrea Arnold (released in 2007) +/ admissions in The Benelux International awards RED ROAD:  Jury prize Cannes 2006  The Carl Foreman Award BAFTA’S 2007  5 Scotish BAFTA awards  Sutherland Trophy film festival London 2006  many others

INTERNATIONAL START FISH TANK  World premiere at CANNES film festival 2009 won Jury Prize  Invitations for many important film festivals (Toronto, Chicago etc.) Important for 'awareness' in The Netherlands - Press (can't ignore a prize winning film) - Cinemas (programmers visit the festival, creation of a 'buzz’)

STRENGTH / WEAKNESS Strength:  Very strong cinematographic film  Again jury prize for Andrea Arnold in Cannes  Positive press reviews  British film in it’s best tradition  Strong trailer and poster Weakness:  Director and cast (except for Michael Fassbender) for Dutch audiences relatively unknown  Could be considered as difficult film by art house audiences: ‘tough’ social-realist drama, violent, strong language

TARGET AUDIENCE / POSITIONING  Regular art house audiences  Female/male aged 12 and up  Review driven  Urban audience: inhabitants of major cities Must see film for cinema lovers from super talent Andrea Arnold with a young fenomenal cast

MARKETING STRATEGY  Première at International Film Festival Rotterdam, special open air screening on (prelude to the IFFR 2010)  Presentation at other national festivals: repetition of attention in press, creating word of mouth  Sneak previews in arthouses  Extra free publicity: mailing educational organisations and special actions  Postering, trailers, advertisements: introduction of title and image

MARKETING STRATEGY

Postering:  Cinemas (also flyers and lobbystills)  Secondary schools  Coffee Company's in major cities Trailers:  In cinemas (30 trailers in total)  On the film websites Ads:  Cover of film agenda in 4 major cities in release week (Amsterdam, Rotterdam, Den Haag, Utrecht. Follow up in second and third week.  After 1st week internet/tv trailer campaign ( hits t/m 15 november)

PRESS STRATEGY  Exposure in release week in newspapers and magazines very important to reach review driven audiences  To push the film and create extra free publicity interviews with cast and crew  Andrea Arnold made the difference

PRESS

RELEASE DATE  Not after Cannes in summer but in fall: good period, but busy  Competition: : Moon, Somers town, Bright Star, Julie and Julia, The Eagle hunter’s son, Imagine that, Jennifer’s Body : Partir, Sorority Row, Halloween 2, Turtle: The incredible journey, A film with me in it  Most important artistic film, all the attention in press the film needs  Not in the same week as Bright Star by Jane Campion  Holiday period, more visitors to create word of mouth

CINEMAS Release on 7 prints in select art houses, main focus on major cities:  Amsterdam (2 prints)  Rotterdam  The Hague  Utrecht  Nijmegen  Breda

FIRST RESULTS  Estimates: running in cinemas for 20 weeks (second run included)  FISH TANK could go to admissions in The Netherlands Week total (thursday - wednesday) AdmBox officeScreen average previews1.360€ 3.319n/a week € € (week) week € € (week) weekEND € € (weekend) Total after 2,5 weeks9.707€