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PARIS — With the annual Rendez-Vous with French Cinema now well underway and its month-long MyFrenchFilmFestival about to kick-off, UniFrance has announced an ambitious slate of measures designed to more fully support French productions on VOD platforms in 2019.
“Digital distribution is part of everything we do now,” said Quentin Deleau-Latournerie, the organization’s aptly titled head of digital distribution. On top of his responsibilities co-managing the MyFrenchFilmFestival, Deleau-Latournerie will oversee an expanded portfolio intended to leverage UniFrance’s existing partnerships and to expand the French industry’s digital footprint.
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The promotional body will execute its plan on three fronts: Introducing new financial incentives; rolling out a yearlong marketing campaign; and offering members extensive data and analysis.
In terms of financial incentives, the organization will allocate part of its promotional budget to its digital arm. UniFrance has long partnered with international distributors to cover P&A costs on theatrical releases; while continuing this program, it will also reserve a portion of those funds to pay upfront fees on royalty-sharing TVOD platforms like iTunes and Google Play.
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“Contracts with VOD platforms take time, and these services often want a revenue-share model instead of flat fees or minimum guarantees,” added Deleau-Latournerie. “We want to create initiatives to ease that placement.”
Once on such platforms, the films face a different concern. “Discoverability is the key issue in VOD,” says Deleau-Latournerie. “A VOD platform is like a supermarket. Some items get put on prominent display, while others get buried on the bottom shelf.”
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