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Navigating the evolving landscape of global film distribution
Unpacking cross-continental film distribution at Busan market
At the recent Busan Asian Contents & Film Market, a panel of top film executives from Europe and Asia came together to explore the complexities of cross-continental film distribution and sales. The discussions illuminated the growing role of social media in film marketing, the lasting relevance of film festival awards, and the intricate balance between staple auteurs and fresh voices.
The universal appeal in storytelling
According to Felix Tsang of Hong Kong’s Golden Scene, the power of universal narratives is vital for international market success. With films like Anatomy of a Fall, Tsang underscored how relatable stories, paired with smart social media strategies, can bridge cultural and language divides. “We literally just posted the argument scene on social media, and it sparked a flurry of comments and personal stories,” he revealed. This underscores the importance of leveraging relatable content to foster audience engagement.
Social media: The unseen powerhouse
Another critical insight was the escalating role of social media platforms in film promotion, particularly in regions like Hong Kong, where platforms like Threads and Instagram are pivotal. On the other side, Jeanne Loriotti of Memento International shed light on Europe’s growing appetite for Asian content. Markets in Germany, Spain, and France are increasingly seeking out new and diverse narratives from the Asian continent, balancing both established names and emerging talents.
The post-pandemic challenge: Bringing audiences back
Jung Taewon of South Korea’s Jinjin Pictures highlighted the ongoing struggle to lure audiences back to theaters in a post-pandemic world. Targeted strategies including Instagram campaigns are being used to appeal to specific demographics, illustrating the inventive measures needed in modern market dynamics.
Shifting audience demographics and preferences
Manuel Ewald of Germany’s Plaion Pictures noted a discernible shift in audience demographics, particularly in younger viewers. He emphasized the persisting significance of auteur films with festival experience but acknowledged the difficulty in marketing animated films for older audiences in Europe, contrasting them with the more receptive Asian markets.
In similar fashion, Vivian Lou from China’s Teamer International Media discussed the shifting preferences of Chinese audiences, currently favoring genres like action thrillers and romance films that offer strong emotional connections. The popularity of micro-series with episodes as short as 90 seconds further highlights the changing content consumption patterns and the new forms of competition challenges for theatrical releases.
Animated films foster diverse appeal
The panel also dived into the animated film Robot Dreams, which saw varied performances across markets. Its success in Hong Kong was partly due to its non-dialogue format, eliminating language barriers, while in Korea, it was marketed as an arthouse title focusing on the relationship between the robot and dog characters.
Conclusion
The discussions made clear that while the film industry continues to grapple with post-pandemic recovery, evolving audience behaviors, and the need for innovative distribution strategies, the essence of storytelling remains paramount. Whether through the lens of universal narratives, the strategic use of social media, or the nuanced marketing of diverse film genres, the industry must adapt and innovate to maintain its relevance and reach. The importance of film festival awards in attracting audiences cannot be overstated, pointing to an industry that values both tradition and evolution.
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