MADRID — In a ground-breaking marketing move, Spanish pubcaster RTVE has webcast the shoot of Aizpea Goenaga’s “Kitchen Stories,” one of its 2008 Spanish film pre-buys.
Initiative is a first for Spain.
Using a three DV camera set-up, RTVE and production house Zurriola Group Ent. established two-hour on-set live links over five consecutive days, Dec. 3-7.
Links turned on the shooting of sequence — such as a policeman giving a statement from his hospital bed, followed by comments from Goenaga and lead actors.
Internet viewers could vary their viewpoint by switching cameras.
RTVE struck a deal with Telefonica to access sufficient bandwidth for the webcast so it could be seen by multiple viewers on RTVE’s own website.
A screwball comedy, set at a Basque school for young chefs, “Kitchen Stories” was shot in the Basque language, not Spanish, so many RTVE viewers would not have been able to understand it. But Goenaga supplied instructions in Basque and Spanish and RTVE’s webpage offered translations of each sequence.
The initiative attempts to address a paradox in RTVE film policy. The pubcaster plows millions into buying Spanish films — around Euros 34 million ($47.3 million) for each of the past two years — yet it has done little to market those films before their broadcast.
Internet use also drives deep into a younger-skewing demo, which often cold shoulders Spanish films.
According to RTVE head of cinema, Gustavo Ferrada, the pubcaster will certainly consider webcasting further Spanish shoots, as part of a drive to broaden market initiatives.
“’Makings ofs’ are maybe a little bit old. We want to explore strategies that complement them, reaching audiences better.”
“Small films depend on critics. With webcasts, we get straight through to audiences,” said Angel Amigo, producer of “Kitchen Stories.”