May 19 Polina Tolmacheva held a workshop within Skill Bill Start "Promotion of the film. Promotional campaigns and their types. Trailers and PR".
Here are some photos and key workshop points:
Even with the most successful box office, production budget of the film only in Ukraine is impossible to make back, the market is too small. More territories are needed for the release.
100% gross collection of the film is distributed as follows: 50% - rolling board, 12% - share of the distributor, 10% - distribution expenses, 28% - royalties (film producer receives). Distribution expenses include: the cost of digital copies and advertising (TV, radio, print and other advertising, Internet, first night show, other costs).
Film is considered a Box-Office failure when royalty is lower than production costs.
Film can fail in wide release if its Box-Office was incorrectly predicted and distributiojn expenses were higher than royalty.
Film promo starts with the script, since it is at the stage of choosing the script target audience is determined. Certain promotional campaign, selected channels of communication, film title, etc. are developed for the target audience.
With the start of production process one has to prepare promotional materials: photos and videos from the sets. Think about a particular time for a photo shoot for the poster of the film. Polina recommended to read an interview with Roman Orel on the difficulties of backstage photography http://mediasat.info/2015/02/09/roman-orel/
Make several trailers to hit different segments of the target audience. Polina recommended to read the interview with Valery Kozlitinova and Stepan Grebenko http://www.cinemotionlab.com/novosti/01871-treyler__eto_dve_minuty_ot_kotoryh_zavisit_uspeh_neskolkih_let_tyazhelogo_truda_nad_filmom/
Polina Tolmacheva's golden rule: "One has to be a "bore" and a perfectionist. You make your own product and want to make it as good as possible, so your grunge attitude is appropriate". It is also very important to listen to the producer - he alone sees the project as a whole.
