“the torch” #29 – Your Berlinale blueprint

‘Size does matter’ – we all know about this truism’s worth, one way or another, and have learnt how to live with it. In terms of publicizing and creating a buzz about a product to raise the level of public awareness, possibly turnover and revenue, film marketing has to go by the rules like any other business. But then again, we are talking about an art form as well, and it is in this respect that more important factors than only short term success need to be taken into consideration when promoting a movie that also aspires to be taken seriously as an act of self-expression. The festivals around the globe, self-serving as they are, provide of course the necessary platform to do just that, and when it comes to the Berlin International Film Festival (aka Berlinale), arguably one of the industry’s top events on the calendar each year, prestige, recognition, appreciation, exposure, business and a bit of calculation too, all together they form that special cocktail which has aspiring people from all over the world flock to the city with great expectations. And what presumptions exactly can tell a marvellous little lie or simple line of wisdom – at times you don’t even have to wait until the lights come down and the projection starts to figure this out. For vanity is a strategist who will not be surprised – and thus, to get yourself prepared, visit this week’s edition of “The Torch”: here.

(pic©mo)