Q 1 What number of prints is considered a major release?
A By Brazilian standards 80 prints is already a wide release and is normally the reserve of the Majors. In 1995 only three independent releases crossed the 80 print barrier. They were The Mask (PlayArte); Dumb and Dumber (Top Tape); and the Japanese production Knights of the Zodiac (AB International).
Q 2 What works best: posters, TV, radio or coverage in the press?
A Television is still the best way to reach the masses but the high cost in Brazil doesn't always make it a worthwhile gamble. History shows it is not uncommon to have costly TV campaigns for films that fail miserably at the box office.
Q 3 Does a visit to Brazil of the film's stars and/or the film's director help to promote the film?
A No question: the presence of an actor or a famous director will always help promote a film. Recent visitors to Brazil include Christopher Lambert, Jean-Claude Van Damme and Patrick Swayze, all popular actors in Brazil who have been rewarded by their films doing US$1 million plus in revenues.
Q 4 What is the relationship with the exhibitors? Is it difficult to programme smaller films?
A The relationship between distributors and exhibitors in Brazil is excellent but that doesn't stop the exhibitors basing their release schedule primarily on commercial criteria and interests.
Q 5 Do the Majors dominate Brazilian screen time?
A In 90% of the cases yes, but in 1995 - it should be remembered - the independents grabbed a17% market share.
Q 6 How many screens are there in Brazil?
A 1400.
Q 7 Who are the principal exhibitors?
A A. Severiano Ribeiro; B. Havai; C. Sul/PlayArte; D. Paris
Q 8 Do the exhibitors contribute to the cost of publicising a release?
A Yes, but only for the advertising.
Q 9 With how much?
A Generally 30%
Q 10 How much does a 30 second spot on TV Globo cost?
A US$50,000
Q 11 And on the second network, SBT?
A US$20,000
Q 12 What does a full-page ad in one of the major daily newspapers, such as O Globo or Folha de São Paulo, cost?
A US$30,000
Q 13 And a page in a wide circulation magazine such as the weekly news magazine, Veja?
A US$40,000
Q 14 And a film or video magazine aimed at the public?
A US$12,000
Q 15 What would it cost to have 500 posters printed and posted in São Paulo?
A US$700
Q 16 What is the cost of a local radio spot?
A US$5,000 for 30 seconds (primetime radio)
Q 17 And on national radio?
A There is no such coverage.
Q 18 Is merchandising used by the independents to help launch a film?
A Rarely.
Q 19 Is the Internet used to promote the release of a film?
A Not yet.
Q 20 Is censorship still a problem in Brazil?
A No, but the exhibitors and distributors are responsible legally for suggesting to the appropriate authority what age group the film is suitable for.
Q 21 What percentage do the costs of alternative promotions normally total as part of the overall promotional budget?
A 5%
Q 22 How much will it cost me to dub my film into Portuguese?
A US$18,000.
Q 23 And to subtitle a print?
A US$1,500.
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