NEXT Brings in Prime Examples for Video on Demand Talk
Today in the NEXT Pavillion brought in different ways to promote film through Video on Demand. The talk was titled, "VOD: The challenges and opportunities of Digital Distribution and How To Embrace Them." The talk was put on by FilmDoo. The two projects that were focused on were The Tide Project and Walk This Way. The Tide Project is a part of Europa Distribution and its purpose is to experiment with new business models that have narrow day and date models, as well as transversal marketing at the European level. They discussed the opportunities they've had such as utilizing infographics, live Q&A streams and other means of professional assets/online marketing to distribute films through sales agents and 22 distributers. They discussed how they, "develop centralized digital campaigns including high-reach social media, videoseeding, banners, premium materials and live cast events." All of these things helped to push their videos into new territories and to a new audience.
The second project talked about was Walk This Way. According to Under the Milkyway's website, "Walk This Way manages the exploitation of more than 30 films on VOD platforms across Europe through direct support of technical and marketing expenses...Walk This Way aims to meet the challenges of the digital era by experimenting new economic models for the exploitation of films on VoD Platforms." They discussed some challenges they faced in the industry such as mixing international, transversal and local tools and finding the right balance between them. They also discussed mixing existing tools such as Facebook, Twitter YouTube Trueview blogs and PR approaches in a unique way adapted to VOD-efficiency.
Overall, the discussion of the two very successful projects helped to show attendees ways distribution can work in this market in terms of territories, budgets, sales agents, promotion, etc. A very helpful workshop for all who attended.
By: Carly Eaton