filmweb.no a collaborate audience related initiative amsterdam, june 23 – 2003 media salles...
Post on 18-Dec-2015
218 views
TRANSCRIPT
FILMWEB.NO A Collaborate Audience Related
Initiative
Amsterdam, June 23 – 2003MEDIA Salles Seminar
Kjell A. OrsethManaging Director
Filmweb AS
Background
• Filmweb AS was established 31.07.97 as the Internet company of the Norwegian film and cinema industry
• An extensive collaborate effort (industry ownership)• The company were to:
• implement a film and cinema information service• to build a service for distribution of cinema tickets• to make extranet services for distribution of press material and
for reporting purposes• earn money on selling ads on the portal
– The base for the services was the new Internet technology
Visions• Used to be very “product”
oriented:– To develop and maintain
electronic services for the Norwegian film- and cinema industry, its audience and customers
– To create exciting and trustworthy services and to stimulate to increased interest in film and cinema
• Our new vision is more “market” oriented: – We are to enhance the route
to the film experience
Technology
Market
The Filmweb portal• filmweb.no - launched the 30th of March 1998
– Film portal and film community on the internet for:
• Cinemas: Approximately 60 – all major players
• Distributors of cinema film: All thirteen that are present in Norway
• Distributors of video film: SF-Video and Sandrew Metronome
• Film festivals: Four are included
• Public bodies/organisations: Norwegian Film Distribution Companies Organisation, Film&Kino, Norwegian Exhibitors Managers Association, The Norwegian Film Institute and more
– A total of about 90 partners
• Filmweb.no is the most visited Internet portal within the Norwegian entertainment category (300.000 users pr. month)
Target group
• Target group for the portal – end consumer:– Primary target group: Film interested youth 15-25 (30)
years– Secondary target group: “With children”– Secondary target group: “The Industry”– The portal does not exclude any group
Filmweb
15-25 With children The industry
Norway – an interesting case
• Internet:• Availability - high• Use – high• Trust – high
• Most main local markets are under-screened
• 70% of the market available for ticket sale on the Internet
• Industry policy: no booking on the Internet available (according to Norwegian legislation, cinema owners are not obliged to refund non-used tickets)
02 000 0004 000 0006 000 0008 000 000
10 000 00012 000 00014 000 00016 000 00018 000 00020 000 000
Admissions
Denmark
Finland
Iceland
Norway
Sweden
0
1
2
3
4
5
6
Annual frequency per capita
Denmark
Finland
Iceland
Norway
Sweden
Norway – an interesting case
• The cinema consumer:
– 90% uses Internet, 45% daily
– 75% has an own e-mail address
– 30% gather film information on the Internet
– 25% gather program information on the Internet
– 30% buys tickets on the Internet
How to develop a joint approachtowards the audience?
The industry (Exhibitors & Distributors)
The audience
Filmweb
Tickets PortalMedia server
Media
CRM
Strategy• The audience comes to the
industry instead of the industry running after the audience
• Joint efforts towards media to increase availability and coverage of film and cinema as entertainment
• Making a partnership with other Internet-based services to promote Filmweb and the cinema products
• Being the Gatekeeper between the Audience and the Industry
Ditt Distrikt(Gule sider)
Radio Tango
TrondheimPuls
StavangerPuls
TVNorge (tekst)
BergenPuls
SOL
DB: på nettet
Byguiden
FilmMagasinet
FilmGuiden
FilmListen
FILMWEB
Filmweb v/1.0 launched 30.03-1998
Filmweb v/2.0 launched 15.01-2002
Filmweb v/2.1 launched 15.05-2003
filmweb.no – page views / month
100000
600000
1100000
1600000
2100000
2600000
3100000Pages
The Filmweb Newsletter
The Filmweb Content System
• One of our key success factors
• A collaborate solution for internet and web publishing (Content Engine)
• All partners have their own website but they share most of the content in the databases (text and multimedia)
E-tickets
• Distribute tickets online for the largest cinemas in Norway
• Now more than 1.300 transactions daily
• So far distributed more than 1.600.000 tickets – value of EUR 13 million
• Currently 20% of overall ticket sales for the largest cinemas!
0
20 000
40 000
60 000
80 000
100 000
120 000
140 000
160 000
InternetTicketsp/m
E-ticket sales in Norway
0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
2000 2001 2002 Estimated2003
Tickets sold
0,00 %
2,00 %
4,00 %
6,00 %
8,00 %
10,00 %
12,00 %
2001 2002 Estimated 2003
Share of total sale
0
2000
4000
6000
8000
10000
12000
Hits permonth
• wap.filmweb.no: launched in Nov-99
• Nice increase in use of portal, but only about 350 tickets pr. month
• Filmweb is a member of a EU-sponsored consortium (Free-G) for further development of service
Filmweb Media Server• media.filmweb.no
– Service launched March 2000 for media and public relation material such as stills, ads etc.
– Established with support from the industry and has proven to become a popular service with more than 700.000 downloads per month.
– Low development cost: app. EUR 90.000,- / yearly technical cost of maintaining EUR 45.000,-
– Increased availability of press material in general– Improved service level towards cinema, media and
PR– Very cost effective – savings of EUR 1.500 pr. film
Filmweb Media Server v/2.0
Filmweb Report Server
• rapport.filmweb.no– A sales (MPA) reporting system sponsored by the
Norwegian Exhibitors association and the Film Distribution Companies Organisation
– Goal:• Make a system where reports are generated directly based
on electronic information from the cinemas ticketing systems or reporting through the web
• Increased availability of reports and statistics for the entire industry
– Service launched January 1st. 2003– Currently 96% penetration
Filmweb Report Server v/1.0
Some advantages with the Filmweb-system
• Cost effective (sharing of infrastructure)• Critical mass of know how• Strong presence in the market• Market power towards non-industry
players (i.e. the media, other portals)
The Internet
• Gives us the tool for:– Communicating with each single costumer to
sensible price– Building strong customer databases– Analyzing customer behavior– Direct marketing– Loyalty building– Instant shopping
Further information:
• Please contact:FilmwebKjell Arne OrsethE-mail: [email protected]: +47 21 50 48 02