seminars and forumS
SHOP the DOC - August 2010

Sydney & Melbourne

A one-day forum on marketing Australian documentaries
Pitching, campaign management, publicity, sales, festivals, online strategies…

Shop the Doc is designed to assist documentary makers to maximise the audience for their films.

The forum will include practical information, examples, tips and strategies from leading industry professionals. It is designed for emerging through to experienced documentary makers and production personnel.

Topics covered include pitching techniques, creating strong marketing materials, developing clear publicity messages, working with a sales team and making a splash online.

“The myriad of decisions you make in marketing your documentary – from its title sequence through to key art, the music on your trailer and positioning your film through social media – all add up to creating a ‘brand’ for your film,” says Kathleen Drumm, Screen Australia’s Head of Marketing. “We want our documentaries to have the best chance possible of local and international success.”

View the Industry Alert here.

TOPICS ON THE DAY
  • What makes a great documentary pitch and what are you really selling?

  • Keeping your marketing campaign on track and bringing the elements together

  • The art of publicity in the modern media landscape

  • Sales and distribution unpacked: just who’s buying our documentaries?

  • The power of the internet: Web 2.0/3.0 and beyond

GUEST SPEAKERS

Anne Vierhout, former coordinator, IDFA Forum

James Franklin, Creative Director, Pixeco (UK & NZ)

Leon Coningham, General Manager Sales & Distribution, ABC Commercial

Kym Druitt, General Manager & Publicity Director, eckfactor

Jackson Pellow, Marketing Executive, Screen Australia

Kathleen Drumm, Screen Australia’s Head of Marketing will moderate the sessions

Individual presentations will be followed by a Q & A.

ABOUT THE SPEAKERS

Anne Vierhout

Anne Vierhout, a former coordinator of the IDFA Forum, was born and raised in the Netherlands. After completing a Masters degree in Film and Television, Anne was contracted by International Documentary Film Festival Amsterdam (IDFA). In her capacity as producer she was engaged to coordinate the IDFA Forum – one of the most important European documentary pitching events for the co-financing of documentaries. As part of her role as coordinator, Anne also organised IDFAcademy, a twice yearly intensive educational program aimed at film students and emerging filmmakers. Through these dual roles, Anne has developed an unparalleled working knowledge of the international documentary industry and the European broadcast financing system. In 2010 Anne relocated to Australia, where she works as a consultant and event manager for the documentary industry.

 
James Franklin

James Franklin, Creative Director of Pixeco, started working with the web in 1995, a time when Netscape ruled, the Microsoft site was run by volunteers and the animated GIF was yet to emerge. Since then he’s worked in the digital and interactive industry as an art director and producer for a number of marketing and digital agencies. In 2004, James started Pixeco, a digital design studio dedicated to providing design and digital tools to filmmakers, covering the development of interactive web tools such as community and campaign websites, widgets and social media strategy, as well as key image and poster design. A boutique operation with a seven strong team based in Shoreditch (London) and Auckland (New Zealand), Pixeco has now been involved with about 130 films, designing 75 of them. The company also created Moviesparx, a set of digital tools that allow filmmakers to define, find and engage with audience and then develop ways to create revenue from that audience.

 
Leon Conningham

Leon Coningham, General Manager of Sales and Distribution at ABC Commercial, is responsible for the ABC’s DVD, Merchandise, Events, International Sales, Non-Theatric and Stock Footage sales businesses, which turn over around $50 million per annum. Leon was previously Managing Director and Executive Chairman at Magna Pacific, which he built into one of the largest and most profitable independent distributors in the territory. Documentary distribution has formed a core part of both the ABC’s and Magna Pacific’s distribution. ABC DVD is one of the leading home-entertainment labels in the territory and is the market leader in the children’s segment. It is also a major player in the TV and documentary segments of the market.  ABC DVD, in partnership with Roadshow Entertainment, distributes the BBC Catalogue. ABC International Sales sells a large range of programs, including TV series and documentaries, to the international TV and entertainment markets.  ABC Library Sales licences footage from the vast ABC film archive to filmmakers (primarily factual) in Australia and around the world.

 
Kym Druitt

Kym Druitt, General Manager & Publicity Director at eckfactor, works with leading production companies and broadcasters, publicising a range of programming including current affairs, comedy and documentary. Kym has 20 years’ experience in television, radio, film and book publicity. Her extensive experience in the film industry includes roles at ABC Television, Film Australia, Southern Star and Dendy Films. Kym has attended the international sales markets MIPTV and MIPCOM and the Cannes Film Festival in publicity and sales roles and has worked on the publicity campaigns for scores of documentaries, including Who Killed Dr Bogle and Mrs Chandler? (Peter Butt) and Unfolding Florence (Gillian Armstrong). Since joining eckfactor in 2007, Kym has worked on projects including Who Do You Think You Are?, Food Safari and Newstopia. She also handles publicity for subscription television arts channel STVDIO.

 
Jackson Pellow

Jackson Pellow, Marketing Executive at Screen Australia, has developed marketing and release strategies for more than 60 Australian documentaries and factual websites. He was Promotions Manager at Film Australia (now Screen Australia) where he oversaw campaigns for high-profile and award-winning documentaries including Captain Cook – Obsession and Discovery, Mawson – Life and Death in Antarctica, Rare Chicken Rescue, The Prime Minister is Missing, Rogue Nation, Life at 3, Darwin’s Brave New World and Bombora – The Story of Australian Surfing. At Film Australia he launched marketing campaigns for MobiDocs – a series of mobile phone documentaries with Telstra BigPond and the cross-platform social-change initiative Change the World in 5 Minutes with SBS. Prior to this, he worked at the Australian Film Commission launching the Film Festival Profiles resource, and as a journalist and editor at Inside Film magazine.

 

  ENQUIRIES  
  PHONE: 02 8113 5846  
  EMAIL: marketing@screenaustralia.gov.au  
  WEB: www.screenaustralia.gov.au/shopthedoc  
 

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Shop the Doc

DOWNLOADS

The resources from this seminar are now available as marketing guides.

BOOKLET

Shop the Doc - Marketing Australian Documentaries (PDF 1MB)

PRESENTATIONS

Anne Veirhout
- Pitching (PDF 3.2MB)

James Franklin - Online (PDF 7.1MB)

Leon Coningham - Sales (PDF 3.1MB)

Jackson Pellow - Campaigns (PDF 12.1MB)

CLIPS

End of the Line trailer


Darwin's Brave New World
trailers
International

Short

On-air-promo

Viral


AUDIENCE FEEDBACK

“It was one of the best short-seminars that I have been too in a long time. Focused, considered, packed with timely and immensely relevant information for the today’s documentary filmmaker.”

“I feel more confident in how effective marketing and publicity can help in the success of finding a strong audience for the film.”

“More than met my expectations.  It was very well presented, and it covered a great amount of detail that I'd not seen at other documentary forums."

“The forum presented great ideas for creating and maintaining an online presence, connecting with additional audiences online and furthering a life beyond television broadcast for your documentary.”

“I am going straight home now to redo my pitch materials.”

"All of the speakers came to the day ready and prepared to share, and generously so, both at the podium and away from the stage."

“I have just shot my first doco, and after the seminar feel confident that I can create the respective material the project needs to gain market interest - from trailers to digital support, from publicity needs to broadcaster requirements - it feels like the grey of uncertainty has been lifted.”