Brazil Film Fest (BRAFF) Toronto Report 2010

Brazil Film Fest (BRAFF) Toronto
Report 2010
An event by:
Report
Table of contents
DATE AND VENUE.......................................................................................................................3
GUEST DIRECTOR FEEDBACK..................................................................................................3
A CLOSER LOOK AT THE FESTIVAL
I. Programming..............................................................................................................................3
II. Theme .......................................................................................................................................3
III. Public .......................................................................................................................................4
IV. Screenings...............................................................................................................................4
V. Events.......................................................................................................................................4
VI. Films ........................................................................................................................................4
VII. Opening Ceremony and Party ................................................................................................5
VIII. Closing Event: Zélia Duncan in Concert ................................................................................6
IX. Partners ...................................................................................................................................7
X. Publicity ....................................................................................................................................8
XI. Social Engagement................................................................................................................10
XII. Photo Galeery.......................................................................................................................11
Attachment I - The festival in numbers.......................................................................................13
Attachment II - CLIPPING ...........................................................................................................16
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DATE AND VENUE
The fourth annual Brazil Film Fest (BRAFF) Toronto happened from October 21st - 24th, 2010.
With the growth and quality of the event in mind, we chose to maintain the same strategic
location from last year for our venue: the Royal cinema on College Street, in the heart of Little
Italy.
GUEST DIRECTOR FEEDBACK
“I have followed Katia's work since the mid-'90s, when we met in Paris. Since then admire I
have admired the seriousness, perseverance and enthusiasm with which she leads all her
festivals. I was very fortunate to have been invited twice to the Brazil Film Fest, which differently from Paris, (already fully established in the Parisienne cultural calendar) - is steadily
getting stronger and gaining their presence in Toronto. I have no doubt that this Festival came
to stay. For us, Brazilian film directors, we are very lucky to know that there are people like Katia
working very hard for our films to reach new audiences, something that would never happen
without the festivals she created.”
Sandra Kogut, Diretora Diário de Uma Crise
ALL GUESTS DIRECTORS
Tatiana Issa, Diretora Dzi Croquettes
Sandra Kogut, Diretora Diário de Uma Crise
A CLOSER LOOK AT THE FESTIVAL
I. Programming
8 films:
! 4 fiction feature-length films
! 4 feature-length documentaries
II. Theme
This year!s theme was “The Brazilian Way of Life” and sought to broaden the Canadian
perspective on Brazilian culture. We selected 8 films that have been traveling the current
international festival circuit and portray different facets of Brazilian life. The films selected also
show the variety in filmmaking style and development of production value in today!s Brazilian
cinema. The topics of the 8 films selected vary from political history, to sexuality/modern day
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relationships, immigration/the Brazilian as a foreigner, organized crime, the history of Brazilian
music and its globalization.
III. Public
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1932 spectators
tickets sold at The Royal Box Office and www.ticketweb.ca
IV. Screenings
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04 Festival days
01 opening screening
13 screenings in total
V. Events
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Official opening party at Bar Italia for 150 VIP guests
Closing night concert: Zelia Duncan the Royal
A CLOSER LOOK AT THE FESTIVAL
VI. Films
Fiction:
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Besouro, by João Daniel Tikhomiroff (opening)
Elvis & Madona, by Marcelo Laffitte
Blue Eyes, by José Joffily
Time of Fear, by Sérgio Rezende
Documentaries:
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Beyond Ipanema, by Guto Barra, Béco Dranoff
Diary of a Crisis, by Sandra Kogut
Dzi Croquettes, by Tatiana Issa, Raphael Alvarez
A Night in 67, by Renato Terra, Ricardo Calil
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VII. Opening Ceremony and Party
The Festival opened with a screening of the film Besouro by João Daniel Tikhomiroff, followed
by an official opening party for VIP guests at Bar Italia. The evening was graced by the
presence of the Consul General of Brazil in Toronto, Ambassador Afonso Cardoso, in addition
to sponsors, official supporters, and the local and international press.
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A CLOSER LOOK AT THE FESTIVAL
VIII. Closing Event: Zélia Duncan in Concert
To close the fourth Brazil Film Fest, we brought Brazilian singer-songwriter Zélia Duncan to
Toronto for an intimate one-night only performance at The Royal. With a career spawning over
30 years, Zélia was named Best Female Singer at the 2010 “Prêmio da Música Brasileira”
(Brazil!s highest music award event). It was the artist!s Toronto debut during which she was
accompanied by Brazilian musicians Webster Santos (guitar) and Jadna Zimmermann
(percussion). The show!s repertoire included hits from the singer!s career, songs from her new
album Pelo Sabor do Gesto, tributes to her idol Joni Mitchell and to the Mutantes, the Brazilian
rock-pop band originally formed in the 70!s with whom she toured internationally.
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A CLOSER LOOK AT THE FESTIVAL
IX. Partners
Government support:
Canada: Toronto Film & Television Office
Brazil: Consulate General of Brazil in Toronto (Brazilian Ministry of External Relations)
Sponsors:
St. Mary!s Cement / Votorantim
Vale Inco
Mellohawk Logistics
Bassett & Walker International, Inc.
Pitu
Institutional Support:
Brazil Canada Chamber of Commerce
Support:
Sutton Place Hotel
Sinapse (website)
Support Concert:
Brasil Remmittance
Media Sponsors:
NOW Magazine
Brazilian Wave
Faces Magazine
Discover Brazil Magazine
Oi Toronto
Film Sponsors:
NOW Magazine (Blue Eyes)
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A CLOSER LOOK AT THE FESTIVAL
X. Publicity
Print ads:
NOW MAGAZINE: weekly newspaper, considered a reference in Toronto
for events and entertainment:
!
Week of October 13th: 1/3 page colour ad in the film section – ad included contest to win 2
tickets to Zelia Duncan concert + meet and greet the singer + dinner voucher at Bar Italia
Week of October 20th: 1/3 page colour ad in the film section
Distribution: 2.000 locations in Toronto // Readers: 395.000
BRAZILIAN WAVE MAGAZINE: biweekly magazine, Portuguese and English
" Page colour ad, 1st issue for October 2010
BRAFF Web-banner on magazine!s website
Email blast promoting BRAFF sent to 2000 email addresses
!
REVISTA FACES PHOTONEWS: Monthly magazine, Portuguese
1 Page colour ad, October 2010 issue
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DISCOVER BRAZIL MAGAZINE
Quarterly magazine, English, current Brazilian events for Canadian readers
1 Page colour ad, Back cover, October 2010 issue
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Postcards, posters, mini-posters:
Distributed around the GTA (main avenues,
local commercial venues, universities, language schools, cultural centers,
targeted locations for specific films)
• 4.000 postcards 4”x9”
• posters 11”x17”
• 500 mini-posters – letter size (for each film with screening schedule)
Catalogue:
20 coloured pages, 6” x 6” quantity of 5.000, distributed at the Royal
cinema, universities, Consulate General of Brazil in Toronto, cultural centers,
local commercial venues, etc.
Internet:
! Festival website (www.brazilfilmfest.net) updated daily
! Facebook – Group “Brazil Film Fest Toronto”
! Twitter – Updates “Brazil Film Fest Toronto”
! Orkut – Community “Brazil Film Fest Toronto”
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! Oi
Toronto website: banners and articles
Press relations:
Media clipping - (attached)
! Canada (Stephen Lan and Philippe Burnett)
! Brazil (Liliam Hargreaves)
Mailing list:
! Brazil Film Fest – own list with approximately
! Brazil Canadá Chamber of Commerce
! Grupo Brasil
! Brazilian Studies - York University
! The Royal
! Soundscapes Music
! Gay Guide Toronto
3.000 people
Co-presentations:
Renewing and nurturing the efforts of its previous editions, BRAFF continues to
develop relationships with other local festival and organizations, resulting in the
cross-promotion of both parties in each other’s newsletters and/or websites:
Inside Out Toronto Lesbian and Gay Film and Video Festival (Elvis & Madona, Dzi
Croquettes)
! Hot Docs (Beyond Ipanema, A Night in 67, Diary of a Crisis)
!
Newsletters:
! Inside
Out Toronto Lesbian and Gay Film and Video Festival – 5.000 emails
sent
! Hot Docs (local and international listings) – 20.000 emails sent
Other promotional events:
Partnership with Soundscapes music store to promote and sell tickets for the concert – the
store is a reference in Toronto for concerts and ticket sales
! Capoeira presentation in the lobbly of The Royal to promote the film Besouro
! Presentation by the group Maracatu to promote the Festival – one day prior to opening of the
event outside The Royal.
!
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A CLOSER LOOK AT THE FESTIVAL
XI. Social Engagement
! Volunteers
Volunteering at festivals is a tradition in Toronto and BRAFF is no exception. This
year, we counted on the participation and invaluable help from the local
community with 20 volunteers whose nationalities ranged from: Canadian,
Brazilian, Polish, Japanese, Peruvian and Korean.
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XII. Photo Galeery
THE THEATRE
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PROMOTION AND PUBLICITY
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Attachment I - The festival in numbers
(2009 results – data is analysed every 2 years)
BRAFF strives to bridge Brazilian expats in Toronto with the recent cinema of their country, but
we also seek to form a greater international audience for our cinema, and the greater majority of
our public is a mix of Canadians and other nationalities.
Following the previous editions, our programming consists of a varied selection reaching out to
different ages. Although 43% of the audience falls into the 26 to 35 age category, the Festival is
well represented by a varied young adult and mature adult public.
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While the Festival is still a novelty to 63% of its spectators, we also note a steady returning
amount of viewers over the years. 24% responded to be returning for the second time, while
13% have been attending the Festival since its first year.
More than half of our audience (55%) has already been to the Royal Theatre, which is beneficial
to attract new spectators who follow the Royal!s programming and may not be familiar with the
Festival. On another positive note, 45% of the audience went to the Royal for the first time
specifically for BRAFF, attesting to our promotional success.
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BRAFF’s advertising strategy is well rounded and reaches its audience through various medium.
As a result of audience satisfaction from both this and previous editions and strategic placement
of advertising, we see "word of mouth" as the most important marketing tool for our Festival.
Beneficial to our sponsors and supporters, BRAFF reaches targeted and new consumers with
great acquisitive power.
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The quality of BRAFF’s programming is reflected in the frequency in which the public returns
during the same edition. Most audience members (55%) planned to attend more than one
screening.
Attachment II - CLIPPING
Press
PAID AND MIDIA PARTNERS
NOW Magazine (Semanas 8/10/09 e 15/10/09)
Brazilian Wave Magazine
Faces Magazine
Discover Brazil Magazine
TV AND RADIO INTERVIEWS:
• CBC Radio – Marjorie Roulman interviews Katia Adler
• OMNI TV – interviews Zelia Duncan, show: “Vamos ao Bailinho”
• OMNI TV – interviews Graziella Monteiro, show: “Vamos ao Bailinho”
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