"A good counter-programming against Harry Potter"
Pål Kreim – Norwegian distributor of 2 Days in Paris
by Annika Pham
16/10/2007 - 2 Days in Paris [trailer, film focus] was acquired for Norway by Åke Hoffart (founder of the independent arthouse company Oro Film) early 2007. The film was released in Norway on July 13, 2007. Hoffart orchestrated the marketing and release strategy for the film, but then left Oro Film last August to join SF Norge as head of theatrical distribution.
Pål Kreim, current head of theatrical distribution for Oro spoke to Cineuropa about the film’s release in Norway.
Release Date
July 13.
“Harry Potter and the Order of the Phoenix was released the same day, but it was obviously aimed at a totally different target audience, much younger than the one for 2 Days in Paris. We decided to release the film in July because someone has to do it in the summer, plus it was a good counter-programming against Harry Potter. “
Print run
“The film was released with five prints”.
Target Audience
“We thought the target audience was 25 and up”.
Art work
“We used the international campaign for the Norwegian release. “
Advertising and publicity campaign
“The film was advertised just in newspapers and magazines. There was no billboard, nor television campaign. No cast and crew came to Norway to promote the film.
The film screened at the Norwegian International Film Festival in Haugesund, mid-August, and received a very good response from the audience and journalists.”
Admission figures
“The film has 20,000 admissions in 13 weeks, which is quite good for a French film. The market for French films in general was good in the 1980s but it is much tougher now. We are, in fact, going to distance ourselves from arthouse films and acquire more ‘expensive’ commercial films in 2008, including European films.”
