Micha Schiwow • Distributor
"Frenetic Films supported this film long before it was shot"
- In the context of its partnership with Europa distribution, Cineuropa has interviewed some European distributors, in order to know how the film More Than Honey has been distributed throughout Europe
In the context of its partnership with Europa distribution, Cineuropa has interviewed some European distributors, in order to know how the film More Than Honey has been distributed throughout Europe
Why did you decide to distribute More than honey?
Frenetic Films supported this film long before it was shot. There is a long-standing relationship of mutual loyalty between the producer of the film, The lma Film, and Frenetic Films, as well as to the director Markus Imhoof whose Flames in Paradise had already been distributed by Frenetic. The theme of the film was also involved in the decision to release it.
Did you choose it for its message or rather for its special visual features?
The environmental message has been, from the beginning on, a motivation to launch this film. The spectacular visual effects were not foreseeable at the time Frenetic Films committed to this documentary.
How did you plan the release of More than honey?
From the moment this film was selected for closure on the Piazza Grande in Locarno and that it met there a great success, it was clear that a large release would be possible throughout Switzerland.
What were the decision criteria for the release dates?
We sought out the best release dates in autumn: 25thOctober 2012 for the German-speaking Switzerland and 8thNovember for the French-speaking Switzerland seemed ideal dates.
What were your goals for this film? Have these goals been achieved?
With over 230,000 admissions to this date and a potential of 250,000 spectators until the last day of screening, our craziest hopes have been smashed. More Than Honey recorded the best result of all time for a documentary made by a Swiss.
What was the film release budget? How do you plan this?
We do not communicate on budgets.
What kind of audience did you target and why?
We have targeted all kinds of audiences, including school and specialized audiences such as members of beekeepers' associations.
Did you change the poster or the trailer for the campaign in your country? Did the name of the movie change?
Frenetic Films has created the original movie poster. It has served as a model for other countries. In Switzerland, the film was distributed in the three linguistic regions under the title More Than Honey.
Did you undertake a campaign on social networks?
Did you dub the movie in your own language and if so, what was the process to choose the voice?
The film was released in the three linguistic regions (German -French-Italian). There is an original subtitled version and a version in which the comments are synchronised.
Do you often distribute documentaries? Did you get reviews about the movie from beekeepers?
Frenetic Films often distributes documentaries by fully assigning them the status of feature films. Within the Swiss beekeepers community the film has obviously sparked a big debate, a craze.
Source: Micha Schiwow, Frenetic Films, Switzerland
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