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INDUSTRY France

Cinemas react to Eye on Films experiment

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- Exhibitors have protested against a film being broadcast for free on Dailymotion two days before its theatrical release.

The tense debate on experimentation for new film release strategies (read more) took a rather revealing turn this week in France. Short-circuiting the media chronology that is typical in France (according to which films are exhibited, from cinemas to free television, via video - DVD or Internet - and pay television), Brazilian film Paraísos Artificiais (photo) was broadcast live for free on Dailymotion by Eye on Films (read the news) 48 hours before it was released last Wednesday in cinemas. Presented by Eye on Films as a simple promotional tool to boost the notoriety of an independent film whose distributor (Damned) didn't have the means for a classic release campaign, the initiative recorded 6,000 views on Internet and resulted in significant protest from exhibitors.

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Twelve of the 15 cinemas that had signed up to screen the film cancelled it the day before its release. It was a predictable reaction if we remember that in June 2009, Memento had tried a similar promotional stunt on Cdiscount.com with Amreeka, before having to suspend it after strong protest from many professionals (exhibitors, television channels).

It will be a case worth following, as Eye on Films has announced that it would repeat the experiment with Canadian feature Nuit #1, a film that is due out in cinemas on November 7 (distribution Fondivina).

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(Translated from French)

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