SUBMISSION 22
Memorandum submitted by the Film Export
Group
THE BRITISH FILM INDUSTRY INQUIRY—BRITISH
FILM EXPORTS
1. INTRODUCTION
1.1 An important factor in any assessment
of the British Film Industry is the opportunity for exports and
the economic and cultural benefits that result. Work is currently
underway within the sector to provide co-ordination and information
to the Industry and Government on film-related export activity.
1.2 This work is being carried out by the
Film Exports Group (FEG)—a sub-group of the Creative Export
Group, which was set up by Government to provide advice on content
issues relating to the creative industries. Membership of the
Film Export Group includes: British Council, Visiting Arts, PACT,
Trade Partners UK, Film Council, British Film Institute, Invest
UK, AFMA Europe, film sales companies and industry experts. The
DCMS and Trade Partners UK hold joint secretariat roles for the
Group.
1.3 The work of FEG has only recently started
and final conclusions, on how best to stimulate and support film
exports, will not be reached until later in 2003. There are, however,
some preliminary recommendations, which are summarised below.
2. SUMMARY PRELIMINARY
RECOMMENDATIONS
2.1 Integrated strategy
Delivery of policy must be led by an overall
strategy incorporating the work of all bodies conducting activities
in this field. This is not happening at present. This goal could
be realised by structural change or by the acceptance by all bodies
of a joint strategy. The latter appears to be the preferred approach.
2.2 Coherent branding
If an integrated strategy does not come about
through structural change, there is still an urgent need for a
simplification of the numerous public policy film brands with
which the international market is confronted. An assessment of
the possible benefits of a coherent brand should be undertaken
quickly. The preferred solution should provide easy access to
a single source of information on all aspects of the UK industry
required by the international markets. Coherent branding might
extend to a simple, well designed, "umbrella" web site
that could provide links to sites of the underlying organisations.
2.3 Fitting the realities of the industry
Once the overall strategy is determined, a set
of initiatives need to be delivered that are structured in recognition
of the specific realities of the film industry. Generic support
mechanisms appropriate for initiatives in manufacturing industries,
for example, will not in most cases work for film.
2.4 Festival launches
Support could be made available for the launch
of qualifying British films at major festivals. This support might
be provided for a carefully defined set of activities that serve
to increase the impact of specific films. A successful launch
should result in greater distribution prospects in the festival
host country, greater sales of the film in other territories and
improved prospects for the future careers of the film-makers and
cast. This kind of support is likely to be additional to activity
that would otherwise have taken place. It is also potentially
expensive. As a consequence, clear criteria would need to be established
in order to prioritise the range of likely demands from large
and small sales agents but would, with careful management, provide
a valuable marketing resource.
2.5 Promotion of British talent
Promotion of British feature film talent should
be a key goal of export promotion activity. A carefully structured
set of initiatives should be constructed. It is recommended that
they could include:
— a "UK Film Week" in each
of Los Angeles and New York, outside the context of any other
market or festival;
— funding available for film-makers
and cast to attend a carefully managed set of festivals where
they will obtain international press exposure or otherwise further
their careers;
— a regular showcase of UK talent,
possibly at the Cannes Film Festival;
— links with UK broadcasters, particularly
BBC and Channel 4, who in many ways "carry the flag"
for UK talent internationally due to the comparatively easy (compared
to other countries) talent transfer between television and film;
and
— retaining a major publicist charged
with promoting talent especially in the US market on an ongoing
basis.
2.6 Information provision to UK industry
The UK industry could benefit from much better
information availability on international markets. Suggested priorities
are:
— historical international box office
data, searchable by film-makers and key cast;
— a database indicating the press and
attention received by British talent internationally; and
— market summaries, regularly updated,
giving key market information on sales territories—structure
of market, key players, trends, especially health and make-up
of ancillary markets such as DVD/video and television.
The Film Council's Research and Statistics Unit
will work with the FEG to prioritise and meet these information
needs.
2.7 British Film Office, LA
The British Film Office (BFO) will deliver a
strategy and coordination for North American export promotion
activities. These could include:
— supervising North American event
initiatives—principally the "UK Film Weeks" discussed
above, and Sundance and Toronto Festivals and providing strategic
advice on the exploitation of other festivals and markets;
— providing market intelligence for
UK producers and sales agents to plan their strategies and trips
to Los Angeles;
— providing a base of operations for
producers and sales agents when in LA; and
— providing increased services to North
American buyers—especially information on UK talent and
coordination of exposure to talent and press.
The BFO will work with FEG to prioritise and
meet these needs.
2.8 Support for national distributors
Wherever possible, national distributors should
be provided with the tools they need to do the best job of marketing
British films in their territories. However, the cost of dubbing,
sub-titling, film prints, marketing materials and press exposure
are all expensive. A pilot scheme could be implemented in selected
territories to evaluate whether support can be provided economically
to these distributors in return for a material improvement in
company performance.
2.9 Other support for producers or their sales
agents
Apart from measures listed above, producers
or their sales agents often need assistance during pre-pre-production
in funding trips to key distributors whose pre-sales may complete
the financing of their films. While this activity is an integral
export function this could be accommodated through augmented project
development funding rather than as separate support specifically
directed towards exports.
2.10 Priority territories
There are four sets of priority territories
all with different export development needs. North America is
potentially the most valuable territory, though a source of equity
finance and pre-sales for only bigger British projects. Within
North America there is already one annual core event (the American
Film Market in February) and a number of secondary events that
can potentially deliver to the UK. Secondly, Europe is a key market
and the most important source of finance for British films outside
the UK. Export promotion in Europe traditionally rests with four
core annual events (Berlin in February, Cannes in May, Venice
in late August and MIFED in November). There are also opportunities
in a number of secondary events and festivals for the promotion
of UK product, skills and talent. Third, distant valuable territories—Japan,
Korea and Australia—should be candidates for managed visits
by groups of sales agents and others in order to better understand
the specifics of each territory and market and strengthen the
potential for future trade. Finally, there the emerging markets
such as the Accession States, India, China and South Africa which
need long term nurturing (longer than UK sales agents can reasonably
afford); and which for political and cultural reasons now and
commercial potential in the future we should be investing in.
In the first instance, these are probably served best by initial
field research to assess actual potential.
3. SUMMARY
3.1 The FEG holds that an effective and
coordinated strategy for film exports (product, talent, skills
and infrastructure) is a precondition for the development of a
sustainable film industry. Through the DCMS, the Government has
already acknowledged this by establishing the Film Exports Group.
The FEG looks forward to continued working and long term planning
with Government in order to ensure the UK has a successful and
sustainable film industry in the global marketplace.
4. DISCLAIMER
4.1 The views expressed in this submission
are those of the individual members of the FEG. They do not necessarily
reflect the current policy of the Government departments involved.
5 March 2003
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