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Media Acción Tipo de actividad Paises participantes MK
Fechas de inicio y fin Estado del proyecto finalized Subvención
Coordinador COMPANY FOR MOVIE PRODUCTION AND DISTRIBUTION CUTAWAY DOOEL IMPORT-EXPORT SKOPJE MK
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Cinesquare project is designed as a unique concept that covers 13 territories in Southeast Europe partnership with local and European partners. It was launched in 2017 in 13 countries as the first and largest VOD in the AV sector with quality content that covers territories with potential reach to 140 million people. Cinesquare`s key innovation is its ability to use the internet’s capacity and the good infrastructure in the region and the habits of the Balkan viewer that is very active online for sharing to bring creative cinema to a wider audience. For the first year of our project Cinesquare VOD platform, which started in October 2018 and ended September 2019, we started to promote European cinema as well as making the European films in our catalog more easily accessible to the Balkan viewer through a variety of innovative and exciting promotional strategies. The strategy included creating events around new releases and around promotion through actions at the most important European film festivals and markets in the region. During this specific project’s time frame we focused on three goals: Expansion of our reach to new audiences, with newer strategies to generate traffic and users with innovative marketing and branding strategies in a course to strengthen our position in the OTT sector in Europe and to fill in the holes in the online distribution market that are evident in this part of Europe by establishing the first Online Film Festival in these countries, creating Collections, Country Focus catalogs, service promotion Channels; Offering new access points to extend the depth and rotation to our catalog to open more opportunities for content circulation and to attract more users, both for easier approach to a larger content base and for advertising it, such as through partnerships and mostly, through our advertisement, subscription and rentals offer on the platform; Reaching kids and young audience by introducing kids catalog, with day-and-date release, festival-to-date release, collaboration with EFA for releasing the nominees for EFA Young Audience award. Through the partnership strategy we increased the content offer, eased the communication with local content providers (for the SVOD model) and local advertising agencies (for the AVOD model). Most of the films of our catalog are European (80%); most of them translated in the languages of the countries covered to provide easier reach and building trust with its users. This was promoted on the one hand by working with a variety of partners, both inside and outside of the film sector, such as institutions and publications. We partnered up with i) cinemas, almost all cinemas in Macedonia, Albania and Kosovo; ii) institutions, like Youth Cultural Center, Film Center Serbia, North Macedonia Film Agency, Cinemateque; iii) festival partnerships, such as Cinedays European Film Festival, Tirana International Film Festival, Thessaloniki Film Festival, BUZZ IFF, Divan film festival, PriFest…Mostly developed internally, we launched a newly designed and branded website with features like commenting and user profile etc. to actually have relationship with our users and boost our conversion rate and our business in general. Besides the interface, a lot of background work has been conducted. We mixed the models in the catalogue to offer the user a choice in viewing content with rental, subscription and free-ads. The payment and the subscription offers was also simplified (we removed few steps). On the other hand, in all months for the project term, we ran several marketing campaigns to support the multiple offerings. We invested into well targeted advertising campaigns, both online and offline to raise brand awareness and increase views and subscribers. Throughout the project, we continued to work with PR agencies, who supported us by spreading the word about our offers to journalists, publications, websites. |