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European Film Promotion strategy pays off

Almost half the pics backed made international sales

The European Film Promotion’s marketing arm took stock of its last five years with the upbeat news that 45% of the pics backed by its Film Sales Support program ended up inking international sales deals.

EFP, an international network of organizations promoting and marketing European cinema worldwide, said that 546 pics received marketing and promo support from the FSS, which is backed by the European Union’s Media Program, between 2004 and 2009.

“FSS has become an important incentive for European sales agents — as well as for production companies without an agent — who are selling Europe’s diverse film culture to the world,” said Renate Rose, topper of the Hamburg-based EFP.

The FSS also backs European sales agents by paying half of the costs for promotional materials, hiring publicists and running award campaigns. The FSS last year starting giving grants to companies that were marketing European films at the American Film Market in Santa Monica and the Asian Film Market in Pusan, South Korea, among others.

Among the pics that FSS helped to find sales in foreign territories last year included “White Lightnin’,” “Gomorrah,” “Happy Ever Afters” and “Dorian Gray.”

The EFP was founded in 1997.

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