Media Salles - Digital Cinema Training Helsinki, Saturday 20 th February. Guillaume Thomine Desmazures

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1 Media Salles - Digital Cinema Training Helsinki, Saturday 20 th February Guillaume Thomine Desmazures

2 ALTERNATIVE CONTENTS

3 Opera & Ballet ROYAL OPERA HOUSE 18 Events -Summer 2008 Season -Sept 08 July 09 Season -7 Live Events LA SCALA OPERA HOUSE 6 Events - Spring/Summer 2008 & ballet events 24opera

4 Music, Sports & Other Events The Who Nov 2007 Live Prem ABBA Aug 2008 Re-release Arctic Monkeys Oct 2008 World Premiere Queen & Paul Rodgers Dec 2008 One-day event Iron Maiden April 21, 2009 Day and date worldwide release The Age of Stupid Sep 22, 2009 Day and date worldwide release Identity of the Soul Sept 2009 UK Cinema Tour Ukraine V England Oct 10, 2009 Live exclusive UK release with ODEON 14 contemporary music & other events No Distance Left to Run 19 January 2010 One-Day Global Release COMING SOON... Oil City Confidential with live concert February 2010 Perfect Moment: Instant February 2010 Not The Messiah: He s A Very Naughty Boy! March 2010

5 AAM s network AAM has an un-paralleled worldwide reach for its Alternative Content events and to date has booked content in: continents countries sites Argentina Australia Austria Belgium Brazil Bulgaria Canada Chile Colombia Costa Rica Croatia Czech Republic Denmark El Salvador Finland France Germany Guatemala Guernsey Hong Kong Hungary India Ireland Italy Japan Latvia Luxembourg Malta Mexico Netherlands New Zealand Norway Peru Portugal Russia Serbia Slovakia South Africa Spain Sweden Switzerland Thailand Turkey United Kingdom USA

6 European Exhibitors Network

7 What we do AAM undertakes all aspects of the theatrical release including: Release strategy & Booking cinemas worldwide Encoding and delivering content (via transporter or satellite partner) Creating and delivering multi-lingual marketing assets to cinemas: (trailers, posters, online banners, etc.) Supervision of press and promotions campaign in each territory Box Office invoicing, collection and reporting An all included solution!

8 The Brief: EMI wanted to give avid Maiden fans a chance to see the first ever documentary about the band, Flight 666, in the cinema. The aim was to boost awareness of the film ahead of its DVD release The Approach AAM worked closely with the band s management company (Phantom) and EMI in order to build awareness of the film. The band declared April 21 st Maiden Day and the film was released one day only to give the feeling of a concert with a rarity factor Key exhibitors worldwide were approached 4 months prior to release, with statistics about Maiden s fan base and the planned marketing strategy AAM created a hub website with WW cinema listings which seamlessly integrated into IronMaiden.com and all announcements about the film went through the fan website Posters (23 language versions), trailers and online POS artwork were sent to all sites, The film was shown to music and film press, and promotions were run with local radio in key territories The Result Released day and date in 42 territories worldwide Over 100,000 admissions 500 screens: largest simultaneous worldwide release ever of a documentary film Significantly boosted sales of subsequent DVD release Alternative Contents Case Study: Iron Maiden

9 Case Study: The Royal Opera House The Brief Opus Arte manages DVD, TV and other rights for the Royal Opera House and Royal Ballet and other leading European houses Their aim : increase the audience for these events outside of London, build their brand and revenues across Europe The Approach AAM worked as a distributor : pitched the line up at Cinema Expo, Europe s leading exhibition industry conference Theatrical marketing campaign for the events Key promotions run with leading newspapers and radio (e.g. Sunday Times Culture and Classic FM offers discounted and comp tickets) Relationships with local opera societies, ballet and dance groups/schools and arts organisations to directly find and build audiences The Result Booked into 200 different cinemas and 13 different European territories Season finale of La Traviata attended by 26,500 people in 180 cinemas across Europe

10 Case Study: Story of The Who The Brief Authorised documentary film on The Who Universal Music and the film s producers wanted to give the film a theatrical release and to boost DVD sales The Approach Due to the cinema release happening simultaneously with the DVD release, an enhanced package needed to be offered to exhibitors in order for them to show this event The band and their celebrity friends were able to support the release by attending the premiere and their arrival via the red carpet was broadcast to cinemas showing the film Live post-screening Q&A with Roger Daltrey and Pete Townsend was hosted after the screening by Jeremy Clarkson The Result Wide spread coverage of the event in the press Red carpet, film and Q&A simultaneously screened via satellite to 100 other UK/Continental European venues

11 Case Study: The Age of Stupid The Brief Documentary on climate change, starring Pete Postlethwaite, directed by Franny Armstrong (McLibel) The producers want the film to be seen as widely as possible, in order to spread the word about climate change Released in the UK March 2009, AAM handling Global Release Sept 22 nd 2009 The Approach Cinemas were approached with a package of live elements to supplement the film, including footage from the NYC Green Carpet, Kofi Annan, link-ups from melting glaciers and live music from Thom Yorke (Radiohead) In collaboration with filmmakers, AAM created low cost marketing assets for cinemas and climate NGOs - poster artwork (12 language versions) for local printing, trailers and online POS banners. AAM supervised a global press campaign across 40 territories Close collaboration with climate NGOs in each territory to target activists and databases to urge attendance as well as secure local speakers at cinemas. The Result Bookings across 175 screens in 23 countries with many sites selling out after a couple of days on sale and enormous press interest generated

12 What s next? The Monty Python! A one-off performance from the Royal Albert Hall, A comic oratorio playing with the BBC Symphony Orchestra Part of the 40th Anniversary Monty Python celebrations, this was the only European performance RELEASE DATE : Thursday 25 March 2010 Special worldwide digital cinema event

13 Thanks for listening Contact Guillaume Thomine Desmazures Project Manager, Digital Cinema Arts Alliance Media (AAM) 7 avenue de Clichy Paris, France T: M:

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