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French Film Festival in Fort Worth

basics
Industry: Culture, Recreation & Sport
Media:TV & Cinema
Market:Singapore
Style: Minimalism
descriptioncnen
Synopsis
French Films are great. They are nuanced, character-driven and soaked in atmosphere. But how do you promote them to a non-French audience who tend to prefer Hollywood blockbusters? This is the task Alliance Française, the global network promoting French culture gave us.
Strategy
We needed to position French Cinema as a very distinctive cinematic experience compared to Hollywood cinema. To do so, we wanted to demonstrate that you probably can make better films when you don’t follow Hollywood industry’s usual formula.
Relevancy
People tend to watch Hollywood blockbusters when they go to the cinema. To get them to consider watching French films we talked directly to them. We made a short documentary to promote French films and expose Hollywood’s film-making methods in a humorous way. The documentary was shown as a trailer at main theatres just before the headlining Hollywood films were shown. Once audiences had seen our film promoting French Cinema, they could instantly buy tickets to watch French films at AF Theatres.
Outcome
By demonstrating that you can make great films without following the Hollywood formula, this campaign helped challenge the beliefs of people who think Hollywood films are the ultimate form of cinema, and showed them how French films can offer a completely different cinematic experience. It increased the ticket sales at AF Theatres by 36% on the first 2 months of campaign.
Execution
We created a humorous short documentary that captured the Fort Worth audiences rejecting some of the most iconic French films, by choosing not to watch them at the festival. The documentary was screened at Alliance Française theatres to connect with our audiences in a new way and arouse their interest in French Cinema.
CampaignDescription
We went to Fort Worth, Texas, a city frequently used by Hollywood as a predictor of box office success, and organized a film festival with some of the most iconic French films ever made. But, just as expected, most people were not interested in the films and the festival failed. In doing so, we demonstrated that trusting these audiences’ opinions like Hollywood does, some great films would have never seen the light of the day.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Direct
Channels > Use of Broadcast
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