By Jesús Silva

Over the past few years, ‘Distributors on the Move’ has emerged as one of Europa Distribution‘s most esteemed activities within its think-tank efforts, receiving widespread acclaim from members of the international association of independent film publishers and distributors. This scheme is specifically designed for marketing professionals working in the film distribution sector, offering them the opportunity to participate in a transnational exchange to develop their skills, open communication channels and enhance cooperation between companies in different regions. Selected applicants are matched with counterparts from other European outfits based on their profiles and personal interests, spending a few days in their respective countries. During these visits, they mentor one another while actively engaging in the daily operations of their host companies.

The programme aims to foster the sharing of knowledge and expertise relevant to their work, including comparing marketing strategies and results for specific campaigns, as well as exploring innovative approaches to film promotion, both online and offline. In the latest call, which unfolded in the first semester of 2024, four distributors from Poland, Belgium, the Czech Republic, and Lithuania joined the activity, including various returning companies from previous editions.

Magdalena Marczyk, marketing and cinema booking specialist at Poland’s Gutek Film, and Audrey Neuville, marketing manager at O’Brother Distribution (Belgium), travelled to each other’s locations last spring. Highlighting the positive feedback of the project among peers, Gutek Film has regularly participated in the initiative since its first edition in 2019, allowing different team members to benefit from the exchange. On this occasion, Marczyk was eager to learn how companies in other territories tackle similar challenges and contribute with her know-how: “I just wanted to share my experience with someone else. I wanted to show how we work, how we manage some issues, how we treat our audience, and how we think about them. Especially after the coronavirus, when our view of the European market needed to change”. As a newcomer in the business, Neuville’s primary motivation was finding a partner with a similar role and background but more versed in the industry: “Magda’s profile intrigued me because, like me, she is a woman in her early 30s working in marketing. However, she has more experience, having worked at Gutek Film for over six years. I was curious to learn from her and wanted to gain new insights into the distribution sector”.

In preparation for the exchange, they each put together a guidebook with practical information and a daily schedule of activities and meetings to help them get to know each other’s teams and navigate their workflows. “When Audrey was in our office, I wanted to allow her to speak with everyone, to learn about how we work and respond to various situations”, explained Marczyk. During their time together, they analysed various software and management tools for tracking information, such as box office results, and compared case studies from recent film releases. “They showed me their entire promotional plan, what they did on social media, their work with events, influencers, and brands. I learned that they are collaborating not only with film influencers but also with general lifestyle ones”, commented Neuville, noting the shortage of specific film trendsetters in her home country.

Another significant difference between the two companies is their approach to releasing local titles. While O’Brother specialises in Belgian films, their Polish counterpart focuses primarily on international acquisitions for their catalogue. “For local productions, we organise premieres in every city in Belgium, which involves a lot of work with the talents”, noted Neuville. On the other hand, the Polish company typically hosts just one premiere with the whole crew at their own cinema in Warsaw. On this subject, they also explored the advantages of running a theatre when promoting their films. “It’s a big opportunity for partnerships that we don’t have, so it was fascinating to discuss that”, said the Belgian publisher.

Laura Plackova, marketing specialist at Aerofilms (Czech Republic), spent a few days in Vilnius under the mentorship of Tauras Bernotas, former social media manager at Kino Pavasaris (Lithuania). Plackova began working for Aerofilms a year and a half ago, and her goal in joining the activity was to deepen her knowledge and understanding of the distribution network across Europe. “I thought this would be a great first step to explore and get to know some other markets,” she said. Both distributors also took the chance to discuss their expectations before the exchange, tailoring the programme to their needs and the specific business models of their companies.

Kino Pavasaris, which started as a festival 30 years ago, has seen its distribution department grow over the years. While the event has remained their primary focus, they recently signed a major deal with A24 to distribute six films, most of them outside the festival. As a result, the distribution side expanded. Currently, they have separate teams for both branches, but some roles overlap, such as Bernotas’, who saw a chance to learn how more established distributors function.

“The main difference between Kino Pavasaris and Aerofilms is that they operate primarily as a film festival, while we focus mainly on distribution”, in Plackova’s words. Given this contrast, she was keen to delve into the particularities of film marketing at events, including inviting celebrities and influencers. “We came up with some great ideas that we will try to implement since we have a few festivals coming up. It helped me think about how to work during these events”. Despite notable differences in scale and market size, both organisations have similar titles in their catalogues, so they also went through admission figures and audience responses to past releases.

In the course of Bernotas’s visit to Prague, social media and building a campaign from scratch became the main focus of the exchange. “It was fascinating to see their approach to social media and explore new strategies in a different country. What formats are they using? What is the content? How much time do they invest in creating materials? How innovative can they get? It was quite inspiring,” confessed Bernotas. This experience proved incredibly enriching for the Lithuanian distributor, who was particularly impressed by how early the marketing department at Aerofilms begins preparing for a film release and how they involve the entire team in brainstorming from the outset. “Talking to Laura, it was interesting to see how a campaign develops from the ground up. When you’re focused on social media, you’re sometimes not as acquainted with the overall release strategy. I found this broader perspective much more engaging”, he admitted.

Following the exchange, all participants were determined to stay in touch with their partners and cultivate lasting relations between their companies. The primary goal is to facilitate data flow for future releases and pass on valuable insights typically kept secret among competitors. “I think many distributors are reluctant to share their know-how, but for us, that was the most important part of the exchange because we do the same job. It’s crucial to be open-minded to other ideas”, remarked Marczyk. She also appreciated the opportunity to discuss distribution challenges with other young professionals doing the same job and work together to find solutions that could benefit the whole industry.

Beyond the more practical and business-oriented side, some distributors also pointed out the significance of ‘Distributors on the Move’ from a broader cultural stance. As expressed by Bernotas: “Going to Prague and spending those five days among like-minded people, visiting theatres, and learning about Czech culture and its rich cinematic history was one of the greatest joys of my life”. When asked about recommending the venture to other colleagues, he was equally enthusiastic about its benefits for European distributors: “I’d say ‘recommending’ doesn’t do it justice. It was five days of pure bliss and inspiration. I returned with an even greater love for cinema and a desire to share that passion”, he asserted.