Amplify + Fremantle partner to launch Fremantle's first digital-only cinematic screening: Fremantle Presents.
Once a year, commissioners from channels and platforms around the world descend on London for a week-long sales festival from UK content producers.
Faced with the inventible loss of Soho screening rooms, hospitality and IRL connections, Fremantle needed to showcase its 2020 slate to an audience that is not only time poor, but also tricky to attract and even trickier to impress.
COVID-19 resulted in unavoidable content production disruption throughout 2020. This, alongside unprecedented competition between US steaming services, helped to create healthy demand for content in 2021. Expectation from commissioners and buyers for well produced scripted and non-scripted content was never higher.
Our event focus became the spring buying window instead of a the traditional tease for MIPTV. Our focus switched from a-need-to-attract to a need to create an unmissable, seamless experience and most pertinently to use just enough cinematic elegance to set Fremantle’s experience apart from its competitors.
The commissioner audience is both content savvy and time poor. As such; superfluous gimmicks (such as gifts and virtual lobbies) were out of scope from the outset. The project needed to deliver a high quality, engaging plenary, securely but with low barriers to entry.
We took a dual aspect approach. Firstly a technical view; working with digital partners Tokyo to integrate a secure screening engine and CRM solution to capture attendee data. This interfaced with existing Fremantle assets to create a frictionless invite, attendance and follow up process, allowing attendees feel personally invited without the archetypal security
procedures. And secondly, a creative focus; creating an elegant and engaging log in moment to capture attention and keeping attendees entertained and engaged throughout without the usual frustrating virtual cliches.
Doorways to every corner of the world, an invitation to step inside Fremantle’s world of irresistible entertainment.
We came up with the concept of using doors as a mechanic to segue into content from a central place, in this case the studio we were shooting from. One of our doors resembled the front of a cinema - a scene our commissioners would be familiar with based on the previous IRL events they have attended. The second door was a very well known door, that of No 10 Downing St. This created intrigue and excitement around what was to come.
Using our studio as a base to host the filming of our content gave the show a polished finish and allowed our concept to flow throughout the live event, invite process through to the virtual platform we built.
We hinted the doors concept in our initial invite and follow up comms teasing guests with what was to come. At each stage of the comms process we revealed a little more of the doorway with us revealing the full cinema creative when guests landed on the platform to view the stream.
We developed a streaming platform to house the pre recorded content that mirrored the creative of the show content and comms. This content was streamed out to markets across the globe with the content available to watch on demand post the live stream.
Fremantle's most attended screenings event to date, exceeding attendance KPI by 180% + more in grid.