The Film Agency developed the innovation marketing strategy for The Hibrow Trilogy by Mark Cousins as part of the distribution project The TIDE Experiment and its new scheme: Festival-To-Date. On the third year of experiments, in partnership with The Festival Agency, The Tide Experiment launches its new scheme of “Festival-To-Date” releases, where the films are launched on festivals and Video on Demand (VoD) nearly on the same date and in several European countries. With the Festival-to-Date releases we empower some films that otherwise would have only a few lucky viewers attending the festivals. The Mark Cousins Hibrow Trilogy was thus launched during the Summer of 2015 combining almost simultaneously four top-notch European Film Festivals and VOD platforms. After 6 Desires International premiere at Sundance international Film Festival, the trilogy started its European tour at Edinburgh International Film Festival on June 22nd, FID-Marseille in France on July 3rd Karlovy Vary in Czech Republic on July 6th and New Horizons Film Festival from the July 23rd – One of the films of the trilogy was screening at each festival and the whole trilogy was available online on all the involved territories of the release. The Film Agency managed the strategic marketing actions and materials during the Festival Premiere and VoD launch. We coordinated the design of the 3 films poster, trailer and concept posters, community management and ads-boost on The Hibrow Trilogy official Facebook and twitter profiles. We also coordinated a video seeding campaign through Emerse to promote the trailers in YouTube and linked to specialized sites. As this was a Festival-to-date project, the director attended to several festivals, where we also took pictures and shot exclusive videos. These videos were used across the other countries as well.
- Marketing strategy
THE HIBROW TRILOGY
“An essay film takes an idea for a walk.”
Mark Cousins, well known for his series The Story of Film, three feature-length essays: Here be dragons, Life may be and 6 Desires: DH Lawrence and Sardinia, tackle diverse subjects introducing a new way of visual thinking. The art-without-walls approach of Hibrow is meant that these films are without walls. They are all essay films, the most free form movie genre, in that it can incorporate dream sequences, letters, observational filmmaking, road movie sequences, arguments, collages. All three films are about culture – film in Tirana, bodies and architecture in Iran, the literary travel writing of DH Lawrence – but, because of the open atmosphere at Hibrow (maybe it is a bit like the Factory, which makes Don Boyd Andy Warhol), their forms aren’t traditional. Life May Be is a series of cine-letters; The Lawrence film has Mussolini, Helene Cixous and Paul Cézanne in it.