AMSTERDAM — Dutch film is getting another boost from the government in the form of a new subsidy for marketing and promotion.
The Dutch Film Fund, Holland’s chief film subsidy arm, will pony up as much as $25,000 per film if producers match the amount. In order to qualify, all of the new coin must be used for publicity, multimedia campaigns or some form of marketing.
The promotion scheme underscores the increasingly commercial outlook in Holland, a country where commercial filmmaking has come out of the closet over the last couple of years after decades of an auteur-driven climate.
Incentives for producers
“Producers were not required to put any money of their own into a project. They had no stake in how it did at the box office. With this kind of a subsidy, that will no longer be the case,” says Claudia Landsberger, executive director of Holland Film, the marketing and promotional org for Dutch pics abroad.
The new coin handout is a logical follow-up to the much-ballyhooed tax incentive plan that has stimulated plans for dozens of new commercial projects in Holland over the next few years.
The Dutch Film Fund has also upped the ante for distribs in Holland, which can now receive as much as $30,000 per film for distribution, up from the $25,000 that had been available previously.