Do Film Festival Awards Matter?

September 3, 2013
posted by sheric

award cupMy second article for MovieMaker Magazine dealt with whether film festival awards make any difference. For the filmmakers, any kind of recognition is a boost to the ego and a confidence builder because it suggests that the work had value. But do festival awards make much difference to the industry or the market? I talked to several people in various capacities within the industry to give me their take. Here are the short answers:

Jeffrey Winter, Co Executive Director, The Film Collaborative

“There are three major ways that festival awards matter. First of all, an award distinguishes a film from the glut of available titles at any given festival. Meaning, if you are the kind of person (industry buyer, press, or consumer) who is paying attention to a particular festival, then of course one easy way to determine what to see is by starting with the winners. I think this is particularly true for other film festival programmers, who face the daunting task of pouring through thousands of available titles and submissions to their festival.

Secondly, discerning film consumers looking to discover new films to watch pay attention to the films that are winning the awards. I think the right festival awards have tremendous marketing value…but only for the discerning consumer.

Finally, let’s not downplay the fact that a lot of festival awards come with MONEY! There are some staggeringly large Festival awards out there…Dubai, Heartland etc. When a film starts to rack up a few awards, it can certainly get into the five figures of revenue.”

Ira Deutchman, Managing Partner, Emerging Pictures

“The most reliable audience for any film that doesn’t have a major studio marketing budget is the art film audience, which is entirely dependent on reviews and word of mouth to get their attention. Film festivals offer a way to gather awards and quotes that elevate the profile and perceived quality of a film for that audience and therefore do make a difference.

While the most prestigious festivals, such as Cannes, Sundance, Toronto, etc offer the biggest potential bang because they are covered by larger press outlets, a film can build up a head of steam coming out of a number of smaller festivals as well. A collection of laurels can look impressive even if they don’t include the big ones. Also, don’t overlook the niche festival like Gay fests or Jewish fests, as they have their own cachet with their intended audiences.”

Arianna Bocco, SVP Acquisitions and Production, IFC Films

“I think it’s very specific to the film whether or not awards from regional or low profile festivals make a difference.  For instance, if the film is an indie comedy and it wins the Aspen Comedy Festival, then that’s very helpful to use in marketing materials. At IFC, we try to use the awards judiciously in marketing our films. It’s the film that has to work and none of those awards are ultimately going to make or break it.”

For the full article, visit MovieMaker Magazine.

 

 

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