It is interesting to observe how countries make use of MIPCOM as an opportunity to promote the creative talents of their producers and the locations they can offer.
PACT, the UK independents association, has organised pavilion at MIPCOM and based on government support they have a record number of indies in Cannes to sell projects and negotiate deals. Not only did the UK Minister for Creative Industries, Shaun Woodward fly in to give his support but the UK Pavillion also has the financial backing of UK Trade and Investment (UKTI) and Scottish Enterprises.
As a result of this government funding and support, the UK indies have their largest ever presence at the market a€” more than 40 companies. The indies also have the further advantage that recent new legislation has given them greater control over the international and ancillary rights to the programmes they make for UK broadcasters.
On the Asian side of the world, Singapore is branding itself at MIPCOM as “The next frontier in film location” together with a campaign “I made it in Singapore” running in various trade mags and the daily MIPCOM The News as well as on billboards everywhere. The Singapore marketing campaign is supported by the Media Development Authority Singapore (MDA) who was also one of three sponsors for the Opening Night party.
The “I made it in Singapore” campaign highlights international productions which were shot in Singapore and subsequently went on to achieve global acclaim, such as One Last Dance which was directed by Max Makowski and premiered at the Sundance Film Festival 2006 to rave reviews.
Singapore’s marketing at MIPCOM is so visible, well structured and effective that our Department of Trade and Industry should consider working on a similar international campaign for SA. An initiative of this nature would benefit the country tremendously by creating more awareness of our wonderful locations and more importantly create more work as well as co-porduction opportunities.
Footnote: As we fly out of Cannes today, this will be the final email newsletter from MIPCOM.
