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Executive Summary
The following report summarizes intelligence gathered by an on-going research initiative officiallycommissioned to Pollara Research. Data includes sales activities and overall client satisfaction at international markets. The data is complimented by ‘in-person’ accounts of the activities and events at these markets.
The Markets
International Markets have taken on ever more importance in the media industry. The year 2006 was noexception. Of note in the last year were the European Film Market at the Berlinale Film Festival, Cannes,the E3 expo, MIPTV and MIPCOM.In total, Telefilm helped (either directly or indirectly) 269 companies participate in these markets. Supportfor these companies was mostly provided through the Canadian pavilions and business centres that allowCanadian participants space to display their promotional literature as well as a place to conduct meetings.There were some travel grants provided to Canadian companies as well.Telefilm contributed a total of $966,576 in 2006. When the support staff’s salaries are considered, thiscommitment is worth more than $1.2 million dollars.In 2006, 86 companies reported successful sales activity and 43 companies reported likely or completed presales. This represents almost $64 million in sales and likely sales and an additional $40 million incompleted or likely pre sales.In total, actual closed deals accounted for almost $5 million.Although sales among Canadian companies were not consistent across the markets, an aggregate pictureindicates a strong return on investment for Telefilm dollars. Overall, for every dollar that Telefilmcommitted in support, Canadian companies reported five dollars worth of sales. This figure goes up to overone hundred dollars when likely sales are considered.Besides the straight sales figures, participating companies expressed strong approval for both the marketsthemselves as well as Telefilm’s Canadian pavilions. The average satisfaction rating for the market eventwas 8.1 out of ten. The average rating for the value of the event was 7.6 out of ten. On average, 92% of respondents reported using the Canadian Pavilion in one way or another.Glowing reviews were given for the usefulness of the booth as well as the helpfulness of the staff.
Perspective Canada Initiative
In 2006, Telefilm changed its approach to the promotion of Canadian products in foreign markets.Traditional networking events hosted by the Corporation were refocused at both Berlin and Cannes in 2006,with the launch of a new program spearheaded by Corporate Affairs: Perspectives Canada. This initiativewas designed to promote and encourage sales of Canadian products in foreign markets by organisingscreenings of selected Canadian titles for prospective buyers. The pilot program took place at the EuropeanFilm Market held in conjunction with the Berlin Film Festival, and the official launch was saved forCannes.Results following Perspective Canada at Berlin were limited. This is attributed to a limited promotionalcampaign for the pilot. However, by combining screenings and promotional activities, Perspective Canadaat Cannes was a success. At the official launch at Cannes, Telefilm worked with rights holders, andreserved prime spots on the official Market Screenings schedule for 13 films. A campaign of advertisements were inserted in the Festival’s daily industry journals to give buyers, acquisition executives
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