The London Film Festival

Strategies to attract an audience involve approaches designated at getting a good crowd to attend an event. In festivals with right tactics, many people get to participate in the ceremony. However, before getting to know the appropriates strategies, the target audience ought to be identified to communicate effectively. With the advent of the internet and a variety of media platforms amassing crowds and attracting them has become comfortable and faster. Some of the strategies include utilizing the benefits of social media, giving away tickets, involving the artists or celebrities, collaborating with sponsors not to forget some offline marketing tactics.

Under social media, it is all about utilizing the power of media platforms. The process involves posting videos, branded photos and festive activities on podiums such as Facebook, Twitter, and Instagram. Facebook has over 2.13 billion users, Twitter more than 330 million followers while Instagram has approximately one billion active users. With such many people in the media, the festive event is a position to get many people to attend the event with just posting a few posts. Giving away tickets is among the best strategies for getting the word to the masses. Event organizers can create a position then urge customers to like and share it to win a free ticket to the festival (Kolb 2013, p.14). Additionally, the procedure can involve radio and television contests, fans who answer all the required questions get the free coupons. Celebrities and artists can also promote the event in their media accounts, blogs or even get to people face to face. Many superstars have millions of loyal followers, using them makes people get attracted to the festival. Individuals around the globe attend events purposely to watch their favourite celebrities perform. Regarding collaborating with sponsors, festival organizers can use wealthy people in their marketing tactics. In some cases, sponsors are a good prospect for the third-party promotion of the festival, just like the artists they can also promote the vent on their media platforms. Possibly sponsors can even provide additional items to give away through the contests. Offline marketing also plays an indispensable role in reaching out to people; hand out flyers, posters, and billboards should not be overlooked. Not forgetting local radio stations, they are also useful outlets to get people talking about the event (Kolb 2013, p.17). Attracting an audience is not only good for having big masses attend festive occasions, but it also helps in taking festivals to the next level. Challenges often arise while trying to reach out to the audience but with right strategies, celebrations can still reach out to the target audience.

Strategies to Get Funding

Festivals usually need money, in most cases a lot of it to make the event run smoothly. Funds are required to cater for foods, drinks, souvenirs, equipment as well as emergencies. Having enough money ensures festivals meet crowds’ expectations. Ways to fund ceremonies range from traditional methods like bank loans to the new techniques like crowdfunding. Other tactics include; linking up with angel investors, sponsorship, bank loans, and selling tickets in advance.

Under crowdfunding, event organizers raise money from people who contribute probably through the internet. The process comprises the person behind the event’s idea, individuals interested in the festive, and a moderating organization that brings the two parties together. Through crowdfunding, a pool of investors gets established, film organizers can then raise funds from the pool (Amtzis 2014, p.130). Festive managers can also link up with angel investors for funding. Angel investor involves wealthy people or groups who fund events in exchange for convertible debts. Sponsorship pertains asking for monetary support from financially stable organizations or individuals. The sponsorship strategy is a conventional and effective means of funding events. However, for sponsors to come on board, event planners must indicate the number of people attending the event, theme and the where the event is to take place. Banks also are an option for funding festivals. Festival organizers can borrow capital from banks as long as they have a proven track record. Advance ticket sales involve selling tickets before the event’s actual date. The strategy does not only provide the necessary capital but also gives a rough idea of people ready to attend the festival. Getting enough funding for events is easy if one uses the right strategies. Festivals can opt to use one of the above methods or utilize both to seek financial aids.

Case study

London Film Festival

London Film Festival is a filmed ceremony held annually in the United Kingdom. The event runs in the second half of October and features movies and documentaries from approximately 50 countries. The festival activities usually take place in the BFI Southbank from dates 16th to 26th. In attendance are film professionals and journalists across the world. Attendants get an opportunity to watch films not broadcasted in the UK theatres. Films to air soon are also screened during the festival (Mezias, Pedersen, Kim, Svejenova & Mazza 2011, p178). The festival is divided into themes that touch on different interest. Opening and closing galas regularly get tasked with overseeing the running of the event. The festival director, actors or even film producers monitor the introductions in most cases. Generally, the event is quite informal and resembles regular cinema excerpts. The only difference the audience get a chance to access cast members, sometimes they get to ask them a few questions.

Awards bestowed during the festival include; the Southerland trophy, Grierson Award, Best British New Comer Award, BFI Fellowships, and Best Film award. The Southerland Trophy was named after BFI’s and usually gets awarded to the most original and innovative feature in the festival. Grierson Award goes to the winning documentary; LTF and Grierson Trust are tasked with issuing the honor festival (Mezias, Pedersen, Kim, Svejenova & Mazza 2011, p188). Best British Newcomer Award goes to the newly emerging British talent. The award primarily aims at recognizing efforts of new writers, producers or directors who depict creativity and imagination in their feature. BFI Fellowships honours both new and established filmmakers. Best Film takes into consideration intelligence, originality, creativity, and distinctiveness in the filmmaking. 

London Film Festival Developments in the Last Five Years

Majority of the developments seen in the today London Film festivals are attributed to British Film Institute (BFI) head, Clare Stewart. Stewart’s chief target was to transform the event to make it an international program and capture a broader audience. Stewart felt the festival needed a lot of changes since it was a bit tight and only featured a small group of people. “One of the significant discoveries I made is that the London Film Festival members were neighbourhood driven. On top of that majority still preferred to stay local and do everything locally”. Among the first changes done included a reduction of the attendance days from 16 to 12 (Giant, 2018). According to Stewart, the last four days of the event were of no use hence they had to undergo shortening. The shortening occurred in line with other festivals such as Venice and Canice. With the few days, Stewart decided to expand the venue footprint to avoid disadvantaging the audience. Stewart was determined to give the festival a new face and could not stop until all the missions got accomplished.

The most significant change that came up involved recasting the festival. The process involved abandoning regional categories for group titles that would compete for titles such as best film, documentary and first feature. Initially, such awards were invisible; the festival used to focus on things such as debate, laugh and love. The change aimed at accessing people, not BFI members as well as those who were not in the film industry. However, Stewart the festival’s ethos was not interfered with in the process of engaging wider audiences. In 2015, the festival was finally able to partner with Stars of tomorrow bringing the event into a summer date. The partnership was an indication the festival was embracing people outside the vicinity.

Overall, London Film Festival has grown despite minimal government support under Stewart. In the 2017 line-up, the event was associated with 31 galas arise from the first 16 galas. The program offered is also more enhanced; programs of improved cinema aimed at complimenting the festival’s archives. The festival has also changed concerning themes that are customarily addressed during the event. In the years 2015 and 2016 issues such as gender were analysed. In 2017 topic of discussion included immigration, social division, the plight of refugees, and disabilities.  Currently the festival’s scope has dramatically expanded, through London Film Festival connects, many people are accessed through games, television art, and music. Undoubtedly, London Film Festivals has undergone in the last five years; different programs have been created, and the festival can now access a broader audience. The even has broadened beyond London theatres and now covers the rest of Britain. At present, the festival acts as a platform for Oscar campaigns launch.

Impact of London Film Festival after the Relaunch

London Film Festival has impacted on both individuals, the acting industry, and the country at large. For instance, the festival has positively impacted diversity through the launch of Black Star. The unveiling aids in celebrating the work of black actors and featuring debates on what ought to be improved to influence positive change in the black community. According to the black star, program race is the century-long moment that should be left in the past (Clarke, 2018). The festival has also played an essential role in addressing the plight of refugees. For example, through a documentary called Chuka, Please Tell us the Time, the experience refugees undergo has been examined. In the film, an Iranian journalist who is on a phone call talks about refugees ‘experience. In another instance, a drama film about a man and his family in France shows how immigrants become invisible in foreign countries. The documentary and drama have played a vital role in examining the problems immigrants undergo. London Film Festival has woman directors, and this has impacted the role of women in the society. Woman around the globe can now hold leadership positions.  Under the industry, many young talents have developed, and old talents elevated. Both upcoming and established actors usually get honoured during the festival. Partnering with American Express further helped the festival to screen films from both established and emerging talents (Clark, 2018). Overall, the festival has created opportunities for audiences to watch best films from across the globe alongside some of the world’s most aspiring talents. Economically, the festival makes a substantial contribution to the country’s Gross Domestic Product. Generally, the film has brought about positive impacts in both individuals the acting industry and the country.  

Conclusion

London Film Festival plays an indispensable role in the film industry. Distinctive talents are recognized and honoured through the event. Since the festival’s launch, many changes have come up making a move from being a local event to an international phenomenon. The festival has been in a position to address global issues such as diversity and refugees’ problems.

Was the London Film Festival a Success or Not?

London Film Festival is by far a success looking at the changes it has brought in the film industry, among individuals an around the globe. The event currently features almost 300 films from 67 countries. Concerning rewards, the festival is among the most rewarding and helpful festival emerging and established actors in Europe. The festival has several initiatives that aid upcoming British talents in their development. LTF Connects which also part of the celebrations significant launches focuses on the film’s future (Clark, 2018). The program further looks into how the festival interacts with other creative industries. Conclusively, London Film Festival is a success; many young talents have been nature while the old ones continue to be improved. Artists from different backgrounds now have a common ground where they can meet and interact freely. The audience as well gets to meet their favourite cast members.

References

Amtzis, R., 2014. Crowdsourcing from the ground up: How a new generation of Nepali non profits uses social media to successfully promote its initiatives. Journal of Creative Communications, 9(2), pp.127-146.

Clarke, S. and Clarke, S. (2018). Clare Stewart on the London Fest as Awards Launch Pad, and Films on Social Issues. [online] Variety. Available at: https://variety.com/2017/film/news/bfi-london-film-festival-clare-stewart-awards-launch-pad-1202580323/ [Accessed 31 May 2018]

Gant, C. (2018). How Clare Stewart transformed the BFI London Film Festival. [online] Screen. Available at: https://www.screendaily.com/features/how-clare-stewart-transformed-the-bfi-london-film-festival/5122932.article [Accessed 31 May 2018

Kolb, B.M., 2013. Marketing for cultural organizations: New strategies for attracting audiences. Routledge.

Mezias, S., Pedersen, J.S., Kim, J.H., Svejenova, S. and Mazza, C., 2011. Transforming film product identities: the status effects of European premier film festivals, 1996-2005. Negotiating values in the creative industries: Fairs, festivals and competitive events, pp.169-196.