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The Tide Experiment
18 July 2013
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Due to the recent evolutions and changing habits in audio-visual consumption, new distribution models have been emerging. Such is the case of Day-and-Date release strategies, where films are simultaneously released in parallel in VOD and cinemas.

Three digital distribution projects were selected in the frames of Media Programme Preparatory Action "Circulation of European films in the digital era".

The three selected projects are:

Coordinated by: Wild Bunch (FR)
Co-beneficiaries: Wild Bunch Distribution (FR), Wild Side (FR), Filmonline (FR), Elle Driver (FR), Wild Bunch Germany (DE), BIM (IT), Vertigo (SP)
The project received 500.000,00 Euro

Coordinated by: ARP (Société civile des Auteurs, Réalisateurs, Producteurs or Industry Guild of Writers, Directors & Producers - FR) 
Co-beneficiaries: Europa Distribution (25 distributors from 17 European countries), Fandango (IT), Urban Distribution (FR), WIDE (FR), Golcrest (UK), Under the Milky Way (FR)
The project received 800.000,00 Euro 

Coordinated by: Artificial Eye (UK)
Co-beneficiaries: Gutek Films (PL), REZO Films (FR), Match Factory (DE), Golem (SP), Cinéart (BENELUX)
The project received 695.500,00 Euro 

The fist act of The TIDE Experiment has been already completed with the release of the Swiss-French musical documentary Viramundo: A Journey with Gilberto Gil by Pierre-Yves Borgeaud. Since April 17th, the film was available on iTunes and Orange VOD platform. From May 8th the film was released in about 15 theatres in France and it was launched in theatres and via VOD, between April and July, in nine other European countries.

The second film released by The Tide Experiment is Magnifica Presenza by Ferzan Ozpetek. From July 10th, Magnifica Presenza is available for three weeks on iTunes and Orange VOD platform.  On July 31st the film will screen in about 15 cinemas in France. After a while it will be released at the same time in VOD and in theatres, on August 23rd  in Austria and October 4th in Great Britain and Ireland.

The main objective over 2013 is to release 4 films in 5 European territories using Day-and-Date distribution models and transversal marketing techniques. Each film will be released then in 5 territories.


The Tide Experiment Team
The sales agents propose films.The distributors choose 1 film per sales agent.

The Tide Experiment Release Teams
Each film has a release team composed of 5 distributors, 1 sales agent and members of The TIDE Experiment core team.

The Tide Experiment Strategy
The release team define a common distribution & marketing strategy, as well as a calendar and budget.

The Tide Experiment Plan
The Release team executes, and coordinates the plan throughout 2013.

The Tide Experiment Rights΄ Approach 
Local distributors hold local VOD and theatrical rights for 3 years. Without MG + 100% supported P&A. Sales agents will therefore recoup from the first Euro.

The Tide Experiment Economic Approach
Around 80% of the budget goes directly to P&A, thus ensuring the best exposure as possible for the films.

The Tide Experiment Marketing Approach
Besides the local P&A a budget is available for transversal marketing allowing for opportunities to share and decline marketing tools and best practices.

The Tide Experiment Follow Up
Each release is followed by our partner IPEDA. IPEDA will publicly present results of the action in May, 2014.

  REZO Films
  Wild Bunch
  The Match Factory
  Media Programme
  The Tide Experiment Official Site
  Artificial Eye Official Site
  ARP Official Site
  MEDIA Program
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