The CFC is the Official Representative of the City of Cape Town and the Province of the Western Cape, for the Economic Development, Marketing and Promotion of the Film Industry, through Growth, Integration and Transformation.
The Big Idea:
To position the Western Cape and Cape Town as a globally competitive film destination, thereby creating sustainable industry, jobs, boosting tourism, driving the development of local content, creating business opportunities and the development of core skills.
International Events supported by the CFC
| • Feature Films |
AFCI Locations Trade Show
Berlin Film Festival and
FICCI Frames
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| • Still Photography |
London Fashion week and
Photokina
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| • Commercials |
Cannes Lions
German and
London Breakfasts
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| • Digital Production |
Filmart Festival
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| • Commission Dev. |
Cineposium and
Prov.Trade Missions
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Local Events Supported by the CFC
- Sithengi
- Go See Expo
- Youth & Young Professional Film Festival
- Inward missions
- Monthly Screenings- Audience Development
- CFC Indaba
- Local cultural Festivals (e.g. KKNK and Ruff Cutz)
- Stakeholder Presentations & Briefings
Why Cannes Lions?
- Biggest annual global event for the industry
- Includes advertising, creative, direct marketing, interactive, film, radio, media, sales promotion and marketing communities
- 22,000 ads screened
- 8,000 industry figures from 75 countries
- Decision makers from every major agency worldwide
- Vacuum in SA marketing schedule
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The Road Traveled: Cannes Lions and SA Exposed 2005
- Response to downturn in 2004/05
- Need for an integrated marketing approach
- Aim to cut across “divides” in the industry
- Imperfect process, with limited resources
- Largely membership funded
- “Beg, borrow and steal”
- Considerable risk, but no action was a bigger threat
|
Cannes 2005
- Great Venue / Position
- As much branding as budget allowed
- Grateful support from DTI
- Platinum sponsors
- Industry support
|
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Cannes 2005: Number of Meetings
COMPANY |
2004 |
2005 |
HOSTED
at Venue |
WALK-INS |
A |
65 |
115 |
18 |
35 |
B |
16 |
28 |
27 |
16 |
C |
20 |
40 |
36 |
8 |
D |
32 |
32 |
12 |
4 |
E |
12 |
20 |
2 |
4 |
F |
16 |
60 |
35 |
15 |
G |
20 |
28 |
28 |
40 |
Sample
Sub Total |
181 |
323 |
158 |
122 |
Delegates
- Film South Africa
- Groundglass
- Film Hub
- Condor
- Africa Film Services
- Gatehouse / Terraplane
- Velocity
- Freshwater Films
- One Step Beyond
- Media
- Moonlighting
- Orange Films
|
- Refinery
- MetalTiger
- Atomik Pictures
- Londolozi Productions
- Callsheet
- Film Event
- Screen Africa
- Pioneer Freight
- Cape Film Commission
- Durban Film Office
- Gauteng Film Office
- Wesgro
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Feedback from Cannes 2005
South African Producers
- “It was great to be able to tell people that South Africa was represented at Cannes this year and that they should pop past the SA house. Even when we weren’t there, a lot of our clients stopped by to take a look at the initiative”
- “My clients all commented on the atmosphere at SA house – a number of people returned again just to say hi and have a glass of wine.”
- “When meeting new potential clients, a large number of them recognised our name and logo from SA House. It made the “Sell” a lot easier. It was very good exposure for us and we have already had boards come in from new clients a week after Cannes”
Lessons
- Received many suggestions
- Some constructive, some small, some petty and some critical
- Consensus on the concept
- “Go Big or Go Home”
- Need to improve year on year
CFC and SA Exposed
- Public Private Partnership
- Establishing the Western Cape as the destination of choice for Commercial Filming activity
- Out come based marketing
Thank you
See you at Cannes Lions!!!
 Cannes Lions 2005 - Commercial Producers Perspective, Oliver Nurock, Reel Africa
south africa exposed, Janette De Villiers, Groundglass
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