Film industry professionals can draw insights from the success of Christian-themed content, according to a discussion at Sarajevo panel.
In the heart of the Sarajevo Film Festival, a panel discussion titled "Integrity, Impact, and Self-Censorship in Crisis-Era Cinema" saw industry experts share insights on marketing strategies for films. The panel, comprising Rob Williams, Faridah Gbadamosi, Lizzie Gillett, and Danielle Turkov Wilson, delved into the success of religious-themed films and how the wider film industry could learn from this trend.
Lizzie Gillett suggested that the film industry should emulate the success of Christian films by creating productions that reflect their own values and are significant to them. She argued that the industry may have lost touch with the "fanaticism approach" and is too afraid to be niche, catering to specific audiences.
Faridah Gbadamosi emphasised the importance of film festivals in building a specific audience. She highlighted how attending festivals can help in reaching audiences such as a New York audience, a southern audience, or a queer audience.
In the discussion, Wilson proposed that film producers and distributors can effectively market their films, especially religious-themed ones, by crafting a well-structured marketing plan. This plan should identify the target audience, build momentum before release, and leverage partnerships with faith-based communities and media.
Key strategies for marketing religious-themed films include identifying and understanding the audience, developing a comprehensive marketing plan, leveraging faith-based media and partnerships, using influencer and social media marketing, crowdfunding and community-driven distribution, counter-programming and timing, and ongoing engagement post-release.
Wilson defined the Christian audience as a "core fanbase" that actively seeks out Christian films. He also pointed out that Christian films often bypass traditional distribution systems and create their own distribution infrastructure. Gillett added that the top four US box office documentaries are pro-Christian content.
Rob Williams highlighted the success of Alejandro Monteverde's Sound of Freedom, a religious-themed drama, which made over $250m at the worldwide box office in 2023. This success is a testament to the effectiveness of the strategies discussed during the panel.
In a separate development, Ray Winstone, not part of the panel, called for the UK film industry to produce more culturally British films. This call comes as the Sarajevo Film Festival continues, running until Friday, August 22.
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