Karlovy Vary Film Festival
Ilaria Gomarasca, former festivals manager at Pyramide Intl., is head of First Cut Plus, and one of its mentors. Although she praises the great variety and creativity of the projects from Central and Eastern Europe, she says the producers need a “more international approach.”“Producers have a very specific and clear vision of the market in their own country, but the international market is a new game for them — there are new players and what they are playing for is different,” she says.
Another issue with the festival cancellations, she says, is that producers may be tempted to let their local distributor release the film without waiting for a world premiere at an “A” festival, thus diminishing the impact of its launch. International publicist Michael Arnon of the Wolf agency, another of the mentors, says: “We are always telling people that they need to make their marketing, PR and positioning part of the storytelling process from an early stage.” However, Arnon adds that it is important to hold back images and information about a film “to make sure they come out at a time that really supports the project.”
Many of the mentors recommend that producers hire a professional stills photographer on set, rather than rely on screen grabs, whose quality is far inferior. “It is so essential to determining how much leeway and how many options you have, and how much ambition you can have with your marketing. It all starts with the assets,” Arnon says.
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