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Media Acción Tipo de actividad Paises participantes FR
Fechas de inicio y fin Estado del proyecto finalized Subvención
Coordinador UNDER THE MILKY WAY INTERNATIONAL FR
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Since 2015, Walk This Way (WtW), coordinated by Paris-based Under The Milky Way (UMW) and supported by the Creative Europe MEDIA program of the European Commission, has been rethinking film distribution in the perspective of the emerging European Digital Single Market. Indeed, WtW federates European companies to manage the Pan-European release of a large catalogue of films on the most prominent VOD platforms in Europe and beyond. Even though digital distribution represents a great opportunity for European films to increase their international visibility, a large majority of these films are still not properly exploited on VoD platforms across Europe. In this perspective, WtW improves the presence of European films on the main platforms in the EU and helps these films to broaden their audience.In this perspective, WtW represents a collaborative, concrete, and transparent answer for European right holders to benefit from digital distribution. Ongoing experimentations allow WtW to develop sustainable innovative business models to support the EU film industry’s competitiveness in the Digital Era.For this 4th edition, the VOD expertise of digital distributor Under The Milky Way and the marketing skills of The Film Agency were combined to release a varied selection of 46 European films. These films were sourced in partnership with leading European Film companies like Pathé (fr) or Autlook Filmsales (at), StudioCanal (fr), Intramovies (it), Pluto Films (de), Dutch features (nl) and Altitude (uk) under the banner of our partner Europa International. The action is structured in 3 parts:1/ the aggregation of a diversified slate of films curated in attractive packages in terms of countries/languages and relevant editorial lines.2/ the presentation of this offer, technically prepared (including the production of numerous subtitles), to the leading Pan-European platforms such as iTunes, Amazon and Google Play, as well as Major local platforms such as Orange in France or Filmin to maximize exposure, coverage, availability and to finally reach the European audiences.3/ The development and coordination of digital marketing and promotion campaigns to generate awareness and sales, both on a territory-by-territory basis and on a transversal level.Global Metrics:In 2018-46 films were released through 462 local releases-19 VoD platforms involved-1,102 platform releases throughout Europe and the rest of the worldSince 2015 (4 editions) -39 right-holders entrusted films to the initiative, -156 European films benefited from widened distribution/exposure through WtW, -Audiences in 48 countries around the world have watched these films. |