Magazine article Variety

Digital Strategy Taps Youthful Audience

Magazine article Variety

Digital Strategy Taps Youthful Audience

Article excerpt

WITH PIONEERING INITIATIVES such as MyFrenchFilmFestival and the iPhone app Le Cinema Français, film promo agency UniFrance has unleashed a digital strategy to enlarge audiences and expand revenue streams for French cinema.

"We offer a real alternative to Hollywood cinema, but we have to get in touch with young audiences," says UniFrance managing director Isabelle Giordano. "It's a big problem (because ) in many countries young people are simply not interested in French cinema." She considers theatrical a particularly tough market, given Hollywood's global presence, but believes digital distribution offers alternative routes.

MyFrenchFilmFestival launched in 2011 and is a one-month worldwide online fest for first and second films. It showcases 10 shorts and 10 features in 13 languages and includes a dedicated website and partnerships with 20 platforms worldwide. VOD is a major component since UniFrance wants the initiative to be economically enticing for sales agents.

In established markets such as Western Europe and North America, viewers must pay to watch the films at a rate of euro1. …

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