To adapt to the changing market conditions, EFP is introducing 'ready-to-use digital promotion campaigns', in particular for non-European distributors, a new strand within FSS with the aim to further improve the distribution of European films outside of Europe. It encourages European sales companies to create innovative universal digital promotion strategies to be used by non-European distributors. The campaigns can include B-to-B to B-to-C approaches and are meant to add an extra value to sales strategies, to raise awareness by distributors and buyers, and to supply them with new tools.
Films for which the ready-to-use digital promotion campaigns are being developed and designed have to be recent. Films can be finished or unfinished. Unfinished films means that films are in post-production. They can either be fiction films, animated films or documentaries with a minimum duration of 60 minutes.
Recent films refers to the original copyright of a film being established in 2019/2020. Excluded are films consisting of advertising or containing pornographic or racist material as well as those advocating violence.
Films have to be majority produced by a producer or producers established in the countries participating in Creative Europe – MEDIA and have to have been made with a significant participation by professionals who are citizens/residents of the countries participating in Creative Europe – MEDIA (see 'important information' 3/5).
Significant participation is defined as 10 or more points under the following scheme. In case of documentaries or animated films that do not have all of the components (for example actors etc.) and where the total is therefore less than 19, films need to achieve more than half of the points of the maximum total.
|Production Design / Art Direction||1|
|Director of Photography||1|
Eligible for FSS for ready-to-use digital promotion campaigns are those European world sales companies (see 'important information' 1/2) which are associated with EFP. They have to have an entry in their national trade register, have an ECAS account and a Participant Identification Code (PIC) on the European Commission's Participant Portal and a signed Mandate with EFP making them co-beneficiaries of EFP.
Applications for ready-to-use digital campaigns can be submitted to EFP between August and 31 December 2019. Should funds still be available after that date, the period for submitting applications may be extended to mid-March 2020. In any case, the digital campaigns must be completed and the costs incurred and paid for by the end of April 2020.
Applications submitted to EFP by the respective world sales company must include the following:
- What is the goal of the planned digital promotion campaign?
- Who is going to be reached and how? (detailed description)
- What is the campaign putting in place to achieve this goal?
- How is the follow-up planned (guaranteed)?
How do you plan to measure the success?
If sales companies also apply for FSS 'Classic' for a film (finished or unfinished), the application for FSS 'Ready-to-use digital promotion campaigns' must include different promotion strategies and costs.
Applications to EFP have to be made using the attached form to be sent to Susanne Davis (firstname.lastname@example.org) and Cornelia Klimkeit (email@example.com).
The overall budget reserved for the ready-to-use digital promotion campaigns in this pilot period is €55,000.
FSS contributions per campaign average €5,500 (between a minimum of €3,000 and a maximum of €8,000 per campaign). If the beneficiary spends less than calculated, the contribution is adjusted accordingly. FSS contributions may not exceed 50 per cent of the total costs incurred by the world sales company on each campaign.
The FSS contribution is transferred after the respective sales agent has completed the campaign and given proof to EFP that all eligible costs have been duly paid. Proof of expenses and payment of invoices (by signature) have to be presented to EFP within 6 weeks after the completion of the campaign, at the latest by 30 April 2020. EFP requires copies of all paid invoices of the costs incurred by third parties from the sales company. The actual contribution paid to the sales company will be published on EFP's website.
By receiving an FSS contribution from EFP towards ready-to-use digital promotion campaigns, the respective world sales company agrees that any submitted film stills, trailer links or further material to be agreed upon may be used on EFP's website, for EFP press releases, social media campaigns and further promotional activities undertaken by EFP. The company agrees to use EFP's logo and the logo of Creative Europe MEDIA as credentials.
The following elements carried out by third parties may be part of the digital promotion campaign
- integrated social media campaigns (contents and assets development, ads)
- digital strategies on the internet (Youtube, influencers, blogs, True View, video seeding)
- creation of special scenes/clips (each scene/clip modified for the different platforms, 15 sec, 30 sec and longer for Youtube)
- dedicated teasers/trailers
- dedicated still campaign
- digital posters, incl. motion posters
- production of EPKs (including interviews and behind-the-scenes footage)
- additional mood boards
- character descriptions or introductions
- digital pitches (directors introducing their films)
- coordinated audience development strategies
- coordinated media partnerships, involving key worldwide-present media (trailer launch for example on Vice, Yahoo, Msn, Rolling Stone, media agencies)
- coordinated event-driven strategies
- cross-media contents
- show user where to see the film in cinemas (available on website using URL)
- SEO (Search Engine Optimisation) and ASO (Appstore Engine Optimisation)
- Shoplink (one URL across countries. This is for VoD)
The world sales company is an important partner for filmmakers, producers and distributors, acting as an international distributor, in a lot of different ways:
• Licensing the films for all releases (theatrical, VoD – transactional and subscription, TV)
• Supervising the deals and controlling release costs on each territory
• International marketing and promotion of films to foreign distributors (editorial line, teasers, posters, press releases)
• Direct financial participation in the films (often from writing stage and early with pre-sales, co-productions)
• Special relationship with and attendance at all important film festivals and markets throughout the world
• International vision of the markets with technical evaluation and "know-how"
• Follow-up with the international career of the film
• Promotion and discovery of new talents
2. Qualification world sales company
The applying world sales company has to be based in one of the EU countries, the EEA or countries associated with Creative Europe – MEDIA. The European company has to be owned, whether directly or by majority participation, by nationals of member states of the European Union and of the European Economic Agreement (or nationals of the other European countries participating in Creative Europe – MEDIA and registered in one of these countries.
3. Countries belonging to the EU, the EEA and to Creative Europe – MEDIA
Albania, Austria, Belgium, Bulgaria, Bosnia & Herzegovina, Cyprus, Croatia, Czech Republic, Denmark, Estonia, Finland, France, Georgia, Germany, Greece, Hungary, Iceland, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Moldova, Montenegro, Norway, Poland, Portugal, Republic of North Macedonia, Republic of Serbia, Romania, Slovak Republic, Slovenia, Spain, Sweden, The Netherlands, the Ukraine and the UK. ***
Films which are majority produced by countries which are candidates to join the European Union are only eligible for FSS subject to the coming into force of their country's participation in Creative Europe – MEDIA and subject to EFP admitting a member organisation from the respective country. The same applies to the country of origin of the world sales company.
4. Countries not participating in Creative Europe – MEDIA
Countries outside the EU, the EEA and those not associated with Creative Europe – MEDIA.
5. Countries with a low audiovisual production capacity
Albania, Austria, Belgium, Bulgaria, Bosnia & Herzegovina, Cyprus, Croatia, Czech Republic, Denmark, Estonia, Finland, Georgia, Greece, Hungary, Iceland, Ireland, Latvia, Lithuania, Luxembourg, Malta, Moldova, Montenegro, Norway, Poland, Portugal, Republic of North Macedonia, Republic of Serbia, Romania, Slovak Republic, Slovenia, Sweden, The Netherlands and the Ukraine.***
***Exception: As EFP currently does not have member organisations from Malta, Moldova, Romania and the Ukraine, films which have been majority produced by these countries are not eligible.
European Film Promotion e.V.
22765 Hamburg / Germany
fon +49 40- 398 403-0
fax +49 40- 390 6249
Czech Film Center
°efp Managing Director