BFI Film Audience Netwrk New Release Strategy Evaluatin Executive Summary April 2017 Sarah Biling Assciates
Cntents Intrductin... 3 The film titles... 3 The findings Sectral research... 6 The findings Audience research... 7 Cnclusins... 8 Recmmendatins... 9 2
Intrductin The BFI Film Audience Netwrk (FAN) New Release Strategy (NRS) aims t inspire and incentivise cinemas t take risks n challenging film titles and therefre grw the audience fr a brader range f films, which in turn it is hped will impact n wider sectral cnfidence abut the audience pssibilities fr these titles. The pilt prgramme ran frm March 2016 t March 2017 and cnsisted f the selectin and prmtin f five titles t exhibitrs alng with tailred marketing supprt. The five titles in the pilt scheme were The Pearl Buttn, Mustang, Chevalier, Snita and The Fits. The initiative is c- rdinated by Film Hub Suth West & West Midlands (SWWM) n behalf f the nine hubs f the Film Audience Netwrk. Tailred marketing supprt cnsists f a centrally prduced set f marketing resurces, which are develped in cllabratin the film s distributr and designed t cmplement their wn campaign, alngside a reginal budget which the each f the hubs uses t supprt exhibitrs in their wn area. A ttal f 86,000 has been invested in the NRS ver the pilt perid. Evaluatin f the scheme cnsisted f audience research undertaken by The Audience Agency and sectral research undertaken by Sarah Biling Assciates. The fllwing data has frmed the basis f this reprt: Exhibitr survey data frm the five titles Semi- structured telephne/face t face interviews with cinema staff, distributrs, strategic partners and the NRS cre team Grup discussins frm the NRS Strategy Day Email questinnaire frm three Film Scieties Audience reprt by The Audience Agency Distributr bking data fr each NRS title The bjectives f the evaluatin were t identify the audience reach f the selected titles and t understand the impacts f the scheme n Film Hubs and the wider exhibitin sectr. The film titles Titles are selected by the BFI Film Audience Netwrk Prgramming Grup, cmprised f Prgrammers frm the nine Film Hub Lead Organisatins (FHLOs), the BFI and BFI FAN s Strategic Partners - the Independent Cinema Office, Int Film and Cinema Fr All. There are six criteria t infrm NRS supprt and a film is expected t meet at least three f these t qualify. G beynd the mainstream ffer and may be perceived as challenging Have the ptential t engage diverse and/r yung audiences* Shw a diversity f n- screen prtrayals*, cultures and languages. Tell distinctive British stries - with a fcus n nn- Lndn* Make a particular cntributin t the art f film (fr example a distinctive style) BFI FAN can impact n in terms f audience reach and engagement *Aligning with BFI strategic aims arund diversity 207 individual exhibitrs acrss the nine FAN Hubs bked an NRS title and there was a cmbined ttal f 442 exhibitr bkings acrss the five titles. 3
The Pearl Buttn Distributr: New Wave Release date: 18 March 2016 Bx Office: 62,200 Admissin: 7,900 NRS supprt made a significant difference t the marketing f this title. Previews and Q&As with directr Patrici Guzmán were a key aspect f the campaign. A range f reginal supprt was ffered via Film Hubs including preview screenings, supprt fr special events; scial media; freelance marketing supprt; reginal press and advertising; supprt fr flyer, pster and banner design & print. Mustang Distributr: Curzn Artificial Eye Release date: 13 May 2016 Bx Office: 326,479 Admissins: 54,413 The NRS campaign fcused n yung peple aged 19-25, and the UK Turkish cmmunity. Key aspects f the marketing supprt were talker screenings, nline cntent, distributin f flyers and psters and yung audience vx pps alng with Turkish cpy and netwrk research. A range f reginal supprt was ffered via Film Hubs including preview screenings, supprt fr special events; scial media; freelance marketing supprt; reginal press and advertising; supprt fr flyer, pster and banner design & print. Chevalier Distributr: Studicanal Release date: 22 July 2016 Bx Office: 73,075 Admissins: 9134 NRS supprt fcused n drawing ut the cmedic elements f the film and a series f quirky assets including table- tp games and beer mats were a key part f the campaign. A range f reginal supprt was ffered via Film Hubs including preview screenings, supprt fr special events; scial media; freelance marketing supprt; reginal press and advertising; supprt fr flyer, pster and banner design & print. Snita Distributr: New Wave Release Date: 21 Octber 2016 Bx Office: 12,496 Admissins: 1562 The NRS campaign fcused n driving ticket sales and nline engagement with 16-25 year ld, female- skewed, plitically and scially aware audiences. A freelance marketing cnsultant 4
supprted venues and cmmissined and prmted nline cntent. A range f reginal supprt was ffered via Film Hubs including preview screenings, supprt fr special events; scial media; freelance marketing supprt; reginal press and advertising; supprt fr flyer, pster and banner design & print. The Fits Distributr: Linsgate Release date: 24 February 2017 Bx Office: 6602 Admissins: 825 The NRS campaign fr this title (which was nt scheduled fr a theatrical release) fcused n yung peple 16-25 and marketing supprt included print distributin, and targeted advertising and prmtins. A range f reginal supprt was ffered via Film Hubs including preview screenings, supprt fr special events; scial media; freelance marketing supprt; reginal press and advertising; supprt fr flyer, pster and banner design & print. 5
The findings Sectral research All scales f exhibitrs were influenced by the scheme, and it had the greatest impact n small and medium sized exhibitrs. There is widespread awareness f bth the New Release Strategy verall and f the particular titles amngst exhibitrs in the Film Audience Netwrk. The scheme psitively influenced the majrity f exhibitrs in their decisins t bk each f the NRS titles, and the scheme had the greatest impact n bking decisins fr Snita. The NRS achieved the highest number f exhibitr bkings in Film Hubs Lndn, Suth West &West Midlands, and Suth East. Due t varying respnse rates fr the exhibitr survey, the results shuld be cnsidered indicative rather than representative. Whilst the NRS did have a significant impact n exhibitrs decisin- making, ther factrs (primarily an pprtunity t see the film in advance and therefre make an infrmed decisin) als had a strng influence. Exhibitrs were enthusiastic abut the marketing resurces prvided and cnsidered the key benefit t be saving time; digital assets and financial supprt fr Facebk advertising were the mst useful resurces. In terms f imprving the scheme, the main issue identified by exhibitrs was prviding a lnger lead time fr NRS titles. The key reasns behind exhibitrs decisins nt t bk an NRS title were an assessment f its audience and financial ptential, and insufficient lead- in time. With the exceptin f The Pearl Buttn and Snita, the majrity f exhibitrs wh bked an NRS title used the marketing resurces prvided, and exhibitrs were equally likely t use the centrally prvided marketing pack and specific Hub supprt. Mustang was, by sme margin, the mst bked NRS title and The Fits the least. Distributrs are als mainly supprtive f the scheme, and in their eyes the New Release Strategy is ne and the same as the Film Audience Netwrk. They are psitive and enthusiastic abut the difference the scheme has made t their release, althugh they find it harder t quantify its financial impacts. The prcess f wrking with the NRS team is widely praised. They suggest imprving the prgramming prcess and develping mre bespke marketing resurces as the key imprvement t the strategy. The cre team implementing the NRS are realistic abut achieving the lng term aims f the scheme. Their practical experience f implementing the scheme during these first twelve mnths has enabled them t identify clear areas fr develpment f the scheme mving frward. 6
Whilst all the Film Hubs acrss the Film Audience Netwrk are supprtive f the aims f the NRS, their practical engagement with the scheme varies cnsiderably. Mre effective cmmunicatin abut the scheme verall, and prgramming decisins in particular, wuld enable them t better understand and engage with the scheme. Hubs have clear ideas abut hw the scheme culd be imprved. Film Scieties/Cmmunity Cinemas are enthusiastic abut the pprtunity f the NRS; their key challenges are the lead times they require fr prgramming and availability f screeners. Strategic partners are enthusiastic abut the ptential f the NRS verall, but dn t feel their particular rganisatins ptential cntributin is being realised. Their main invlvement with the scheme is thrugh the prgramming grup and they feel this culd wrk mre effectively. They are psitive abut the rle the Hubs culd play. The findings Audience research Audience surveys were distributed via cinema s custmer databases and as a result existing audiences are likely t be ver represented in the results. Cmpared t the UK adult ppulatin, the NRS audience was mre female, lder, shwed a larger prprtin f white nn- British visitrs, and a smaller prprtin f thse with a disability. There was an ver- representatin f retired peple cmpared with the ppulatin, and a larger prprtin belnged t ne f the Highly engaged Audience Spectrum segments, in particular the Experience Seekers segment. Frm title t title, the main differences in terms f demgraphics were Chevalier having a majrity male audience, Snita having an lder age prfile, The Fits having a yunger- than- average age prfile. Overall, NRS titles were mre effective at presenting thse wh already attend FAN cinemas with titles different frm what they wuld nrmally watch than encuraging new visitrs t these venues. Fr arund a quarter f the audience, the film was different t what they nrmally watch. The Pearl Buttn was mst different and Mustang was mst in line with what the audience usually watched. Of thse wh said the film they saw was different frm what they nrmally watched, mst said that it shwed anther culture. Materials prduced, r channels managed, by the cinemas (such as the venues websites r emails) were the mst cmmn way in which audiences fund ut abut the screenings. Althugh the mst cmmnly cited mtivatin fr cming t NRS screenings was I like cming t watch films in this cinema, interest in the subject matter/stry and enjying films f this genre were mentined by arund half the audience. When lking at the main reasns peple chse t see a particular film, the respnse varied frm title t title. 7
Over tw thirds felt they had learnt smething frm watching the film. This varied significantly acrss the titles, with audiences at Snita and The Pearl Buttn being mst likely t have learnt smething. Just under a third f respndents tk part in a related activity such as Q&As, discussins, and nline. Acrss the five titles, the wrds mst ften chsen t describe hw the film made the respndent feel were sad, angry, happy and uplifted. Almst all NRS attenders said they wuld be very likely r likely t attend a similar event r screening in the future, and 96% f thse wh were experiencing smething different frm what they usually watch wuld be likely r very likely t see smething similar in the future. The verall experience was rated highly acrss the bard, with an average rating f 4.5 ut f five, and pen- ended feedback revealed generally psitive feedback n the films bth in and f themselves and twards supprting the prgramming f these kinds f films. Cnclusins What is wrking well There is widespread supprt and enthusiasm acrss the independent exhibitin and distributin sectr fr the New Release Strategy and what it is trying t achieve, The scheme has successfully encuraged exhibitrs, particularly smaller and mid sized, t screen a wider range f titles; mre than 200 exhibitrs acrss the FAN netwrk shwed at least ne f the NRS titles. The NRS has successfully bradened audience chice; ne in fur audience members were intrduced t a type f film they wuldn t usually watch. Audiences feel very psitive abut their new film experience and NRS titles were particularly successful in terms f shwing ther cultures and intrducing audiences t freign language films. Mre than three quarters f audience members cnsidered they had learnt smething as a result f watching the film, and almst ne third were invlved in ther activity arund the film they watched. The marketing pack is highly valued by bth exhibitrs and distributrs. The Prject Manager is universally praised fr their enthusiasm and efficiency, and the prcess f liaisn with distributrs is running very smthly. Areas fr develpment Levels f understanding f the scheme vary acrss Hubs, exhibitrs and distributrs, and there is sme cnfusin abut the scheme s verall aims and bjectives and prcess. 8
There is a need fr clser cllabratin and imprved cmmunicatin between the prgramming grup, Hub managers and exhibitrs. The prcess f selecting titles culd be imprved. Film Hubs have a key rle t play in the scheme s success and culd be mre engaged. The ptential cntributin f Strategic Partners isn t currently fully realised. Prviding as lng a lead time as pssible wuld enable mre exhibitrs t take part. A mre strategic apprach wuld be welcmed. The evaluatin methdlgy culd be imprved. In many respects implementing the New Release Strategy during the last twelve mnths has illustrated the issues faced by the BFI Film Audience Netwrk in general: The cmplexity f balancing a UK wide apprach with the varying needs and issues f individual Hubs respnding t reginal specificities Prgrammes and initiatives being prgramme led rather than audience infrmed, and limited audience expertise and capacity acrss the netwrk Lack f clear and shared understanding f rles and respnsibilities The challenge f Hubs fcusing n their wn initiatives and the nt invented here barrier t cllabratin and partnership wrking The temptatin t initiate numerus prjects rather than fewer, large scale initiatives The value f a central c- rdinating functin Recmmendatins Fllwing the NRS strategy day, the team are already develping a number f aspects f the scheme, including sme f the pints suggested belw. Imprving understanding f, and engagement with, the scheme A shrt and fcused cnsultatin by the NRS cre team, with invited Hub and exhibitr representatives culd: Clarify the verall aims and prcess f the scheme Review the prgramming prcess Clarify the rle and respnsibilities f Hubs Imprve cnsultatin and cmmunicatin between the Prgramme grup, Hubs and exhibitrs Once there is agreement abut the refined shape, structure and prcess f the NRS, the scheme shuld be re- launched t Hubs, exhibitrs, distributrs and partners with clear messages abut its purpse and hw it will wrk. 9
We suggest specific develpments belw, but wuld recmmend that that the scheme is reviewed and refined by thse wh are key t its success Hub staff and exhibitrs. Imprving the prcess fr selecting titles The prgramming prcess culd be aligned with Screening Days. Selectin f titles shuld be infrmed by Challenging titles in the cntext f smaller and mid scale exhibitrs A minimum windw f time required fr an NRS title Adpting a mre strategic apprach There shuld be discussins with the BFI as sn as pssible t clarify the situatin with the new Audiences Fund. The NRS shuld be aimed at smaller and medium sized exhibitrs; marketing resurces and supprt shuld therefre be fcused n achieving this bjective. Opprtunities t align the NRS with existing similar initiatives shuld be explred. Titles shuld be selected with a cnsistent target audience in mind, whilst still creating respnsive and flexible campaigns based n the selling pints f the particular title selected. Maximising the ptential f Hubs Hub staff shuld have strng representatin in the cnsultatin nted abve, and specifically Hub staff need t practively identify and engage key exhibitrs in their area with the scheme Reginal marketing c- rdinatrs culd be appinted n a freelance basis (budget allwing) t prvide fcused specialist supprt fr exhibitrs Imprving the evaluatin prcess The evaluatin prcess shuld be simplified and streamlined t try and ensure mre representative audience and exhibitr data is btained fr the next stage. 10