1 4 luni 3 saptamini si 2 zile 4 Months 3 Weeks & 2 Days BELGIUM RELEASE 19 SEPT. 2007

2 Which market for a Palme d’Or? TITLE BRUSSELS BELGIUM FRANCE Ratio BEL/FR Farenheit 9/11 (Michael Moore ) % The Pianist (Roman Polanski 2002) % Secrets and Lies (Mike Leigh ) % Dancer in the Dark (Lars von Trier ) % The Wind the Shakes the Barley (Ken Loach ) % Elephant (Gus Vans Sant ) % Stanza del figlio (Nanni Moretti ) % The Taste of Cherry (Abbas Kiarostami ) % Eternity and a day (Theo Angelopoulos ) % The Eel (Shohei Immamura ) % Rosetta (L & JP Dardenne ) % L'Enfant (L & JP Dardenne ) % AVERAGE : 11%

3 Assessing the potential audience CONS Film for very « arthouse », sophisticated audiences; Radical directing, no music, sequence-length shots; Hard to sell subject matter: « The story of an abortion in communist Romania » Not a comedy  CONSERVATIVE GOAL: admissions, release in art houses theaters only – 7 prints maximum PROS The strong support from the press could enable a deeper exhibition The new wave of Romanian cinema has been acknowedged thanks to previous releases A storyline that anyone can relate to: « How far would you go for your friend ?» THRILLER  OPTIMISTIC GOAL: admissions, release in arthouse and selected multiplexes – 15 prints minimum.

4 Theater combination Arthouse vs. Multiplexes: 2 objectives, 19 prints 1.Being present in the arthouse circuit 2.Offering the film to a wider audience FlandersBrusselsWallonia UGC-Antwerpen Cartoon’s UGC-Toison d’Or Vendôme UGC-De Brouckère Arenberg Liège: Parc/Churchill Louvain-la-Neuve: UGC Gent:Studio SkoopMons : Plaza Art Leuven : StudioTournai: Imagix Kortrijk: BudaNamur: Cameo Brugge : LumièreLUXEMBURG Utopia Charleroi: Le Parc Mechelen: UtopolisRixensart: Ciné-Centre

5 Abortion vs. Friendship

6  France The Netherlands  Italy, Romania   Belgium, Luxemburg Which poster?

7 Press, advertising & promotion Press campaign: –Targeting cultural, women and medical press –Interviews with director Cristian Mungiu Previews –Brussels BOZAR: 1700 spectators, 900 paying Advertising: –Printed press, radio and TV –Postering in Brussels and Antwerpen –Internet mini website + teasing + newsletter TOTAL P&A BUDGET: € (4.172 €/print)

8 Working with theaters BEFORE THE RELEASE (4 weeks or more) Displays and posters –Light Boxes (only in multiplexes) –Banners (approx. 2,5 x 3 to 4m) –Quick banners (200 x 80cm) Trailers (80 in total) ON RELEASE DATE AND AFTER Stills Press clips

9 TOTAL ADMISSIONS FIRST 6 WEEKS: ARTHOUSES 14 prints (66%) MULTIPLEXES 5 prints (34%)

10 Forecast results at end of career TITLE BELGIUM FRANCE Ratio BEL/FR Farenheit 9/11 (Michael Moore ) % The Pianist (Roman Polanski 2002) % Secrets and Lies (Mike Leigh ) % Dancer in the Dark (Lars von Trier ) % The Wind the Shakes the Barley (Ken Loach ) % Elephant (Gus Vans Sant ) % Stanza del figlio (Nanni Moretti ) % 4 MONTHS 3 WEEKS & 2 DAYS % The Taste of Cherry (Abbas Kiarostami ) % Eternity and a day (Theo Angelopoulos ) % The Eel (Shohei Immamura ) % AVERAGE : 11% Rosetta (L & JP Dardenne ) % L'Enfant (L & JP Dardenne ) %

11 What could be improved… The importance of equipement –Technology shouldn’t belong only to multiplexes –Digital cinema must come to arthouses Working on a longer term –Trailers should run for more than 4 weeks before the release –Commitment to program a film for a longer period (in exchange for less daily shows?) The importance of branding –Theaters’ programming choices should be reflected at all levels The use of internet –Developing a relationship with customers through subscription policy –Hyperlinks between distributor’s website and exhibitors website –Teasing campaigns to arouse interest before release –Test screenings for targeted subscribers …in cooperation with distributors !

12 4 luni 3 saptamini si 2 zile 4 Months 3 Weeks & 2 Days TO BE CONTINUED…