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How Distributors Used Dog Promos, Knitting Matinées and Missing People Posters to Promote Aki Kaurismäki’s ‘Fallen Leaves’ Around the World
Leading arthouse distributions from Taiwan, Norway and the Czech Republic talked 'Fallen Leaves' release strategies in Haugesund.
One of the highlights of the three-day Nordic market, the Europa Distribution panel was moderated by seasoned industryite Petri Kemppinen, founder of Good Hand Production, a consultant at Finland’s post-production house Totalpost and co-head of Baltic Event’s TV Beats. First, outlining his domestic release strategy for Kaurismäki’s Helsinki-set love story, Albert Yao, head of acquisitions at Taiwan’s Swallow Wings, said he rarely pre-buys movies but felt compelled to start negotiating “Fallen Leaves” at Berlin 2023 with sales outfit The Match Factory, ahead of the pic’s official launch in the main competition in Cannes. The dog from the film and Kaurismäki’s deadpan humor were again key selling points, said Čadek Plačková, and to engage younger viewers, Aerofilms produced “short-form content for Instagram to make the movie look more dynamic” and developed partnerships with Czech radio stations and influencers.
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