I think the marketing conversation to reach a larger audience is still in its infancy (in the audiovisual industry) and there is a huge opportunity to build on it.”
Avelino Rodríguez, president of Canacine.
Last week, the producer and publicist Avelino Rodríguez Cantón was elected president of the National Chamber of the Film Industry (Canacine), which brings together and represents the bulk of the members of the audiovisual industry in Mexico, taking over from Fernando de Fuentes Sainz.
In an interview with El Economista, Rodríguez Cantón explains that the election of the chamber’s representative is carried out based on the presentation, scrutiny and voting of the projects presented. That of the also founder of the advertising agency The Lift was chosen.
“It is a project of continuity of the themes that Fernando de Fuentes had been working on,” shares Avelino Rodríguez. “I had the opportunity to collaborate with him on best practice projects, with topics that cannot be postponed for the industry, from training to liaising with film commissions. I want to continue with all the projects that Fernando brought to the table, such as promoting Canacine delegations in the different territories, supporting exhibitors to recover audiences and obviously with the script incubator, which is an emblematic project to increase quality of our stories.”
Another of the notable tasks to which it must give continuity, he shares, is the Project to Promote the Film Sector, launched in August by the Ministry of Economy together with Imcine and Canacine, in which, broadly speaking, it seeks to professionalize the guild, standardize the filming processes throughout the country and consolidate Mexico as a benchmark and global film attraction.
“There are enormous opportunities to improve practices, to create stability, to remove informality and regulate some sectors of our work,” he acknowledges.
Faced with an exponential growth in the demand for audiovisual content, he adds, it is necessary to strengthen the professionalization of the guild. “On the subject of training and certification, there are opportunities in all areas, but technicians are definitely the ones we owe the most, in the sense that they know their rights, that they can register with Social Security as independent professionals” , he admits. “In order to grow in the vision of training, the effort must be transversal, because it is what will allow us to keep up with the demand”.
Marketing is the key
Regarding the position that Canacine assumes under his presidency regarding the demand for greater exhibition opportunities for Mexican cinema, both in commercial theaters and in independent circuits, as a marketing specialist, Rodríguez emphasizes the lack of professional training in around marketing, rather than a commercial conflict of interest.
“Exhibitors have the shelf and the responsibility to put our films in the public eye, but generally there are very few Mexican films that connect and do well economically. If a tape does not connect in its first days, it will not do so for more weeks that it is in the cinema. Although he points out that this usually has nothing to do with the quality of the story.
It is necessary to find mechanisms, he adds, “so that Mexican films, with the marketing and resources they have, can attract the largest number of viewers on their first weekends. I think that on the part of the exhibitors, and they are recognized, there is a lot of space available to fill with Mexican productions, but, on our part as producers, we must make a greater effort to know our market and how to reach it.”
Specifically, he states: “I think the marketing conversation to reach a larger audience is still in its infancy and there is a huge opportunity to build on it.”
How can you move forward?
“First of all, training, as in everything,” Rodríguez replies. “I had the opportunity to study at the CCC, I was one of the first generations of Production and we did not have marketing. It would be worth reviewing the curricula of schools and seeing how much marketing and entrepreneurship are included today. At least until where I left the conversation, two or three years ago, they were not considered. Rather, there is a very strong devotion or inclination to give support to the director and much less to be able to platform the films. Alliances must be made with distributors and exhibitors in terms of information: what film I have in front of me, how it is, what opportunities they have in the different markets. You have to have export thinking. You have to have more Mexican sales agents, because there are hardly any.”
Data mining, he agrees, is as crucial in this industry as it is for any other in the information age. In the case of Imcine, he regrets that historically it had been reduced to “a minibank.” The institute had not assumed itself as a body with much more muscle and data research capabilities for the benefit of the industry. Hence, she recognizes the work that the agency has undertaken under the leadership of María Novaro in terms of collecting data on the state of the audiovisual industry.
Training to negotiate resources:
From October 4 to November 29, Canacine will teach the diploma “Obtaining cinematographic resources and senior management” which, as its name suggests, will bring interested people closer to the processes and key points for obtaining public or private resources for finance an audiovisual work, as well as its optimal application and administration.
For more information:
http://canacine.org.mx/
A bit of context:
- Ministry of Economy launches Project to Promote Audiovisual
http://canacine.org.mx/
ricardo.quiroga@eleconomista.mx
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