Promotional org launches cross-border marketing initiative

LONDON — European Film Promotion has launched a screening series designed to take local box office hits from EFP’s 28 member countries to a wider European audience.

The scheme, entitled Picture This! The Best of European Cinema, will see local pics that have had some measure of success on home turf screen in three European capitals over a week in spring 2007.

“Not enough effort and investment is being made to enhance the ability of ‘successful’ national European films to be shown in other European countries,” insisted Claudia Landsberger, EFP president. “It is an unsettling reality that the majority of our films are limited to their national release. EFP has therefore decided to create a new form of cross-border marketing of European films in Europe. The aim is to create a brand that has the potential to attract a new public in Europe for quality European film.”

Each EFP member org will put forward a selection of local faves for consideration for inclusion in the week long showcase. The three partner cinemas will select 10-15 pics from the pot suitable for their territory — this list could vary from country to country. Each film will screen once with two screenings a night in each theater planned.

Christian Dorsch, managing director of German Films, and a member of the EFP board of directors, says: “This program is to be seen as a long-term initiative to acquire and educate additional audiences for European cinema. We don’t want to copy existing festivals at all as they are doing a fantastic job already. But, with our marketing concept and the idea of highlighting national box office hits, we are convinced that we will attract a new audience right here in Europe.”

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