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New Release Strategy 2017

We are excited to be launching the second phase of the New Release Strategy at ICO’s Summer Screening Days, Phoenix Leicester from 1-3 July.

The New Release Strategy is one of the ways the BFI Film Audience Network supports cinemas to sustain and grow the audience for independent films. We know that independent films often pose a greater risk for exhibitors, especially those outside of London. Via the New Release Strategy, we work with distributors to ensure the film campaign extends beyond the capital and give exhibitors all the support we can to make sure they reach the target audience.

Cinemas that screen NRS films receive the NRS Marketing Pack, a one-stop-shop with lots of handy promotional tools and assets, and can apply to their Hub for additional marketing support or activity.

This year, the focus for the New Release Strategy is on young audiences (16-30). As a BFI2022 priority area, and key audience development area for the sector in general, we’re keen to work with exhibitors and explore the ways in which cinemas can successfully get more young people through their doors and enjoying a great range of independent cinema.

We are aiming to support three films this year via the New Release Strategy - join us for the lunchtime NRS session at Screening Days on Saturday 1 July, 1pm for more information (and a free sandwich!) and check out the current NRS shortlist below.

We are really pleased to be welcoming 11 young creatives from across the UK to Screening Days. They will form an NRS focus group, watching the shortlisted films and giving their honest feedback - what they liked and why, how we could promote these films to other people their age and what kind of special events would be appealing to them. If you’re not attending Screening Days, don’t worry, we’ll be sending a full update after the event.

New Release Strategy Shortlist

The BFI Film Audience Network Programming Group (which consists of a Programming Representative from each Hub area, as well as Strategic Partners the ICO, Into Film and Cinema for All) has shortlisted the below films. The final selections will be confirmed after Screening Days.

God’s Own Country (Distributor: Picturehouse - opens Fri 1 Sept)

Patti Cake$ (Distributor: 20th Century Fox - opens Fri 1 Sept)

Hotel Salvation (Distributor: BFI - opens Fri 25 Aug)

Daphne (Distributor: Altitude - opens Fri 29 Sept)

Not showing at Screening Days:

120 Beats Per Minute (Distributor: Curzon - opens Fri 20 October)

I Am Not a Witch (Distributor: Curzon - not dated)

You can feed back on the shortlist at the Screening Days event, or by getting in touch with your local Programming Representative. The Programming Representative in Film Hub South West & West Midlands is Watershed Cinema Curator, Mark Cosgrove. The next BFI FAN Programming Meeting is 27 July.

What is the New Release Strategy?

The New Release Strategy (NRS) is an initiative aimed at supporting some of the best new films from across the globe. Backed by the nine UK Film Hubs, over £80,000 was invested during its pilot year from March 2016-March 2017, helping support five titles: The Pearl Button (New Wave, 18 Mar 2016), Mustang (Curzon Artificial Eye, 13 May 2016), Chevalier (Studio Canal, 22 July 2016), Sonita (21 Oct, New Wave) and The Fits (24 Feb 2017).

Find out more about the New Release Strategy and learnings from the pilot year by reading the NRS Evaluation Report

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