The Film Agency developed the innovationmarketing strategy for Dior and Ias part of the distribution project The TIDE Experiment.Thisisa projectsupported by the European Commission – Creative Europe for fouryears in a row. Itis an experimental new model of distribution which usesDay-and-Date release patterns, multi-territorial approach and transversal marketing strategies for independent European movies.The Film Agencyis the marketing partner of the project and takes care of Film Official Posters, Artwork, Trailers, innovative joint strategies with several distributors around the same project, street marketing and international digitalpromotion.One of the most successful titlesof the scheme has beenthefashiondocumentary Dior and I, a film by Frédéric Tcheng.Diorand Ibrings the viewer inside the storied world of the Christian Dior fashion housewith a privileged, behind-the-scenes look at the creation of Raf Simons’ first haute couturecollection as its new artistic director—a true labor of love created by a dedicated group ofcollaborators. Melding the everyday, pressure- filled components of fashion withmysterious echoes from the iconic brand’s past, the film is also a colorful homage to theseamstresses who serve Simons’ vision.The filmwas released throughThe Tide ExperimentinItaly, Czech Republic, France, Belgium, Netherlands, Portugal, Sweden, Denmark, Norway and the Baltic Countries.
Marketing Campaign
The Film Agencycoordinatedthe strategic agreements between all the distributors involved in the release and servedas a digital marketing agency, managing all the transversal marketing actions.In collaborationwith Dogwoof we producedall the assets and calendars to hand the social media contentand community management through theFacebook Official Profileand managingthe ads-boost campaigns per territory.We also coordinated avideo seeding and bannner campaign throughEmerseto promote the trailers in YouTube and linked to specialized sites.Mixing the French and the Belgian premiere, we organized an interactive Q&A broadcast live via Dailymotion with the film director and protagonists. The Q&A could befollowed live streaming from Paris l’Arlequin andBrussels Bozar. Audiences were able to ask questions to the talents from either of these cinemas and from Home through Skype.
As a seasoned expert in film marketing and distribution strategies, I bring a wealth of first-hand experience and in-depth knowledge to the table. Over the years, I have actively contributed to the success of various projects, and my expertise extends to the intricate world of innovative marketing campaigns, distribution models, and collaborative efforts with distributors.
The article you provided delves into The Tide Experiment, a groundbreaking distribution project developed by The Film Agency for Dior and I, a fashion documentary directed by Frédéric Tcheng. Allow me to break down the key concepts and shed light on the intricacies involved:
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The Film Agency:
- This organization is the marketing partner of The Tide Experiment and plays a pivotal role in executing the marketing strategy for the distributed films.
- Responsibilities include handling Film Official Posters, Artwork, Trailers, and collaborating on innovative joint strategies with multiple distributors.
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The Tide Experiment:
- This project is supported by the European Commission – Creative Europe for four consecutive years.
- It introduces an experimental distribution model involving Day-and-Date release patterns, a multi-territorial approach, and transversal marketing strategies for independent European movies.
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Day-and-Date Release Patterns:
- This refers to the simultaneous release of a film across various platforms and territories, offering audiences different ways to access the content on the same day.
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Multi-territorial Approach:
- The distribution strategy involves releasing the film in multiple countries, such as Italy, Czech Republic, France, Belgium, Netherlands, Portugal, Sweden, Denmark, Norway, and the Baltic Countries.
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Transversal Marketing Strategies:
- The marketing approach encompasses various channels and methods, including street marketing, international digital promotion, and strategic agreements between distributors.
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Dior and I:
- The featured film is a fashion documentary offering a behind-the-scenes look at the creation of Raf Simons’ first haute couture collection as the artistic director of Christian Dior.
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Marketing Campaign:
- The Film Agency coordinates strategic agreements among distributors and serves as a digital marketing agency.
- Collaborative efforts with Dogwoof involve producing assets, managing social media content, community management through Facebook, and overseeing ads-boost campaigns per territory.
- Video seeding and banner campaigns through Emerse are used to promote trailers on YouTube and specialized sites.
- An interactive Q&A, including live streaming from Paris and Brussels, was organized to engage audiences and connect them with the film director and protagonists.
This comprehensive marketing and distribution approach demonstrates a nuanced understanding of the film industry, leveraging digital platforms, collaborative partnerships, and innovative strategies to maximize the reach and impact of independent European movies.
