Aki Kaurismäki’s ”Fallen Leaves”: A Global Success Story
The resurgence of a Finnish auteur
Aki Kaurismäki, the veteran Finnish filmmaker, made a triumphant return with his Cannes Jury Prize-winning film, “Fallen Leaves”. This film, celebrated as one of the most significant Nordic successes between 2020 and 2023, captivated audiences worldwide. But what strategies did arthouse distributors employ across diverse territories like Taiwan, Norway, and the Czech Republic to expand Kaurismäki’s core audience and elevate his status on social media?
Taiwan’s strategic release
The buzz begins
Albert Yao, head of acquisitions at Taiwan’s Swallow Wings, rarely pre-buys movies. However, the buzz surrounding “Fallen Leaves” at the European Film Market in Berlin 2023 was irresistible. Yao began negotiations with The Match Factory, the film’s sales outfit, even before its official launch at Cannes. The deal was sealed in April 2023, setting the stage for a Taiwanese release on May 1, 2024, across 19 halls in six cities.
Marketing magic
Despite missing out on an Oscar nomination, the film garnered 3,700 admissions in Taiwan, the best result for a Kaurismäki film in the territory. Yao attributed the success to a mix of traditional poster campaigns, press, and social media PR. Special screenings and collaborations with travel agents promoting Finland, as well as local book publishers, further boosted the film’s visibility. Key selling points included the romance, Chaplin the dog, and music from indie pop duo Maustetytöt.
Norway’s festive counter-programming
A calculated risk
Anne Marte Nygaard, distribution manager at Arthaus, Norway’s long-standing arthouse operator, also rarely pre-buys films. However, as the distributor of Kaurismäki’s recent works, she felt confident in acquiring “Fallen Leaves”. The Norwegian release was strategically set for December 25, 2023, as a counter-programming offer to the usual local Christmas family and WWII blockbusters.
Building anticipation
To build anticipation, the film was showcased at five national festivals before its domestic launch, starting with the Norwegian Film Festival in Haugesund 2023. A Kaurismäki retrospective was held in December, positioning the film as a must-watch romantic comedy from Helsinki. The primary audience was defined as the educated 40+ crowd, with 20+ viewers as secondary groups.
Marketing and PR
The marketing and PR strategy in Norway mirrored Taiwan’s approach, combining paper and online media campaigns, posters, and flyers. Special visuals were created for the cinematheque Kaurismäki showcase. The film’s main actress, Alma Pöysti, attended PR events backed by the Finnish Cultural Centre in Norway, and reviews provided a wealth of quotes for promotional materials.
The Czech Republic’s creative campaign
A new title and festival launch
In the Czech Republic, the film was rebranded as “Karaoke Blues” and launched on November 16, 2023, following a festival premiere in Karlovy Vary. Aerofilms, the biggest national arthouse player, spearheaded the campaign, booking a mix of arthouse and mainstream multiplexes before the VOD launch on KVIFF.TV in February 2024.
Engaging younger audiences
The marketing strategy focused on romance, humor, and the Kaurismäki brand. Aerofilms aimed to reintroduce Kaurismäki to younger audiences through short-form content for Instagram and partnerships with Czech radio stations and influencers. Creative promotional stunts, such as street posters for missing people, generated online buzz and engaged younger viewers.
Results and reflections
The film achieved 13,000 admissions from 427 screens, aligning with the anticipated results. The online campaign reached 900,000 people, with 200,000 video views. Laura Čadek Plačková, Aerofilms’ marketing manager, emphasized that the campaign was fully in line with their mission to bring quality movies to Czech audiences and build their film education.
A global phenomenon
“Fallen Leaves” not only marked a significant comeback for Aki Kaurismäki but also demonstrated the power of strategic marketing and PR in expanding the reach of arthouse films. From Taiwan to Norway to the Czech Republic, each territory employed unique strategies to engage audiences and elevate Kaurismäki’s status on the global stage. This film’s journey underscores the importance of understanding local markets and leveraging creative campaigns to connect with diverse audiences.
For more information and to watch the trailer, visit Fallen Leaves.
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