1. Pim Hermeling
Antichrist Case Study

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

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

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

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

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

8. 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

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

10. 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

12. 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

13. 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)

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