Brett continued to say it is of great help to a sales company when the producer has a clear vision who the film is for, and why. "But a good producer is also someone who is able to take suggestions or ideas on board when it concerns the presentation of his film. A good producer also goes to the cinema. Not just during festivals. He should regularly visit the multiplex to see how audiences watch films."

Easier said than done

Chaired by Angus Finney, and organised by the European Film Academy (EFA) in co-operation with the International Film Festival Rotterdam's CineMart, the one-day seminar examined packaging, promotion, distribution and marketing. A strong emphasis was placed on practical advice with special attention to PR and marketing tools.

In the first session on packaging films in the marketplace, Ed Guiney of Ireland's Temple Films stressed the importance of being involved in the marketing process. "Producers should re-claim the marketing of their films." Something, he agreed, that is easier said than done when you're a small producer.

Professional press packs

"Our business is based on mutual trust," added Francine Bruecher, stressing the importance of a good relationship between the producer and the sales agent. Together they should be involved in the making of a user-friendly press pack with - a crucial ingredient - decent photo material. Bruecher advised getting as many stills from the film as possible. Not just location shots, but real film stills and also portraits of the director and major cast members. "A press kit is something that will grow, and change with the customers its designed for," said Brett. "It should be professionally written. Get someone from outside to look at it." And it should contain vital information such as telephone numbers of the sales and press agents, added Finney. If not, the journalist will put it in the bin and go on to the next film." Henry Womersley