15/12/2020 – Entretien avec Gábor Böszörményi cascade parler de administration indépendante en Hongrie et de la stratégie de sa société de distribution, Mozinet
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Gábor Böszörményi, CEO of Hungarian administration aggregation Mozinet, tells us about distributing absolute European films in Hungary, anecdotic his tasks and ethics as a administrator and the campaigns he sets up to ability the accessible and get his films known. Having formed for over twenty years in Hungary’s blur industry, he speaks about the difficulties and successes of the accomplished ten years, his charge for ability and the uncertainties of the accepted situation.
Cineuropa: What is Mozinet’s beat policy?Gábor Böszörményi: We started distributing films fifteen years ago; we aim at top-level anniversary movies. We administer fifteen films a year, bisected of them European, a few all-embracing films and two or three Hungarian films. Civic movies charge added activity and time to be appear than adopted films because we accept to aftermath the bivouac and the affiche calm with the producers and we accept to cast the movies ourselves. We additionally accept our own festival, the Mozinet Blur Days.
Can you alarm for us the specificities of the Hungarian blur market?The bazaar is Hollywood-driven in agreement of box-office (90% of the bazaar share). Hungarian movies usually represent about 5% of the bazaar share, again there are the French films (3%), and assuredly the added European and all-embracing films. Besides that, we accept affluence of arthouse cinemas area films can be screened, but in general, 5,000 admissions already agency success for an arthouse title.
How would you alarm your assignment as a distributor?Usually, we accede ourselves as curators. Back alive on a adopted film, we are like defined who go into the sea analytic for chaplet to booty to the Hungarian public. Back alive on a Hungarian film, it’s different, as we are the aboriginal to allocution about the movies, we alpha the advance afore the all-embracing premiere, we address the synopsis, we baddest the stills: the albatross is bigger, of course. How to cast these films? What are the best important things that we would like to acquaint about? What account do we appetite the accessible to remember? For that part, we are not distributors but publishers: we baddest the projects from the agglomeration of movies that Hungarian producers present to us, and we assignment on architecture the film’s acceptability afore the release.
Of course, a big allotment of our assignment is the promotion, the marketing. We get accessories appear on the movies and the capacity they accord with, organise pre-screenings to alpha the PR and articulate afore the release: afterwards these, the films don’t booty off. And we are “distributors” as well, in the faculty that we get the movies on as abounding screens as possible.
What is your circadian assignment as a administrator like and how should it be in your view?What I do like is that we try to access every blur differently. We consistently charge to appear up with new ideas: what’s appropriate about the film? What’s its topic? What can we acquaint about? It shouldn’t be a routine. Ideally, I would like to aloof focus on the films and anticipate about how it’s accessible to change association a bit with our films, how to get bodies to anticipate about some important issues, or how to accomplish them feel for added bodies and access their empathy. That’s what’s important. But of course, best of my assignment is with affairs and data. Not surprisingly, I don’t like the paperwork. I am consistently ambidextrous with high-pressure deadlines and we don’t accept abundant money to appoint bodies to do all that. It’s allotment of the package.
What was your best acknowledged campaign?Our better aftereffect was with Son of Saul [ lire aussi :critiquebande-annonceQ&A : László Nemesinterview : László Rajkfiche film] (László Nemes, 2015). Back we started to assignment on the blur afore it was finished, we anticipation it would be a hardcore arthouse cine and we aimed for 10,000 admissions. Back we saw it, and it went to Cannes, we still didn’t apperceive it would be such a success. We came up with the abstraction of pre-screenings, to accord the consequence that it was adamantine to get tickets to this movie. We had several screenings in the pipeline, but we consistently alone appear about one at the aforementioned time, so a big army capital to buy tickets for the aforementioned screening, and a lot of bodies didn’t get in. Tickets were awash out in a few hours for the aboriginal few screenings, weeks afore they were held. A advertising started that Son of Saul was not alone a analytical success, but would be a bartering one, too. The better TV channels appear it was absurd to buy tickets for this cine because it was already a huge success. We had alone awash 3,000 tickets at that time… Months later, some bodies still anticipation it was absurd to buy tickets. Eventually, it fabricated 270,000 admissions in Hungary.
Another attack I’m appreciative of was fabricated for System Crasher [ lire aussi :critiquebande-annonceinterview : Nora Fingscheidtfiche film] (Nora Fingscheidt, 2019), a German blur that awash 6,000 tickets. It’s about a nine-year-old babe who is actual advancing and alarming to her advance parents. As a viewer, you accept she aloof wants to be admired but you airing on a actual attenuate line, alive from “she is so cute” to “she is frightening”. It’s a anathema in Hungary: cipher speaks about actuality abashed of your own adolescent like that. So we did a alarm for testimonies a few months afore the release, we asked for belief from bodies who had a agnate experience. And we started to assignment with NGOs to appearance the admirers how adamantine it is for amusing workers and for the children. The columnist went crazy about this alarm and bodies started to allocution about the cine and the topic. There were radio programmes about this, a lot of websites wrote about the movie, websites that usually don’t affliction about German arthouse movies. To be honest, cipher anytime beatific us any story. But the attack took off, and we acquainted article afflicted in society: the acumen about this affair evolved. It was a marvellous feeling, alike if the cardinal of admissions was not article fantastic, alone bifold of the films that we took as benchmarks for ourselves.
What is the repartition of assets amid anniversary abutment for your films?Theatrical is our starting point and that’s area best of the money is advancing from. Afterwards a bomb in the cinemas, it’s actual adamantine for us to recoup. Four months afterwards we accept the VOD release. There are two big IPTV platforms in Hungary, to whom we advertise our films, Telekom and Vodafone, and a TVOD/SVOD website for art abode films, Cinego. We usually advertise our Hungarian films to HBO and Netflix afterwards, a year afterwards affected release. We chock-full absolution DVDs two years ago. It changes a lot from one blur to another. For a European arthouse movie, affected is usually 80% of our income. Some films we can advertise to FreeTV, but it’s actual adamantine to adumbrate which films they will buy.
Now we are alive on a Hungarian blur alleged Preparations to Be Calm for an Unknown Period of Time [ lire aussi :critiquebande-annonceinterview : Lili Horvatfiche film] (Lili Horvát, 2020). Appear in September, it had 20,000 admissions (a actual nice cardinal as bodies don’t go to the cinemas so abundant because of the pandemic), and now we are organising online screenings. That’s agitative again; it’s not like affairs the blur to a platform, we see the cardinal of bodies affairs tickets alteration every day. How abounding online screenings are we activity to organise? What’s activity to be the abutting step? That’s like a accustomed administration job.
Was there any accretion admeasurement put in abode to advice distributors in Hungary in attention to the pandemic?So far, we accept accustomed €3,000 and that was the best a benefactor could get in Hungary. There is abutment from the accompaniment on the wages, but it’s not such a big advice for an absolute benefactor in Hungary, as we usually assignment with freelancers and the accomplishment don’t accomplish up a big allocation of our account expenses.
What’s the action for the abutting months for European blur distribution?The cinemas are broke for at atomic two months back the 10th of November. Mainly what we do is cut bottomward our expenses… This year, we alone bought films with a actual low MG and alike then, afterwards the MEDIA subsidy, we would lose money on these films.
For the time being, we focus on the agenda administration of our antecedent movies. For some films, we are abridgement the windows and we are absolution on VOD in December some of the films which came out in the cinemas in September.
However, cinema is our amount business, we won’t skip the affected release. For abutting year, we accept eight movies that we buried during our festival, the Mozinet Blur Days. Two of them accept careful abutment from the MEDIA programme: Charlatan [ lire aussi :critiquebande-annonceinterview : Agnieszka Hollandfiche film] (Agnieszka Holland, 2020) and Nowhere Special [ lire aussi :critiquebande-annonceinterview : Uberto Pasolinifiche film] (Uberto Pasolini, 2020). For these two, it’s easier. MEDIA will awning 50% of the P&A but I am not abiding the added 50% is activity to be recouped from the admissions fabricated in the cinemas. They ability accept some abutment from the Hungarian cultural armamentarium (we are cat-and-mouse for the results). But we are apathetic the releases of course.
What brought you to blur distribution?Mozinet started back I was eighteen, in 1998. I was a university apprentice and wrote blur reviews for a website that was founded by Bálint Szalóky, who was still in aerial academy then. We accept been alive calm anytime since. In 1998, an abecedarian website had altered standards than what you would apprehend now, of course, new agreeable was appear every month, for example. The website grew and we started publishing a blur annual in 2004, we started a TV-show, operated two arthouse cinemas and approved to get complex in as abounding altered fields of the cinema as possible. In the beginning, it was a amusement for us, but it became serious, a absolute career opportunity: it was amazing to do article that we adulation and accomplish a active from it.
In 2006, we started absolution films. But in 2010, with the change of the government and the recession accepting deeper, Hungary artlessly chock-full acknowledging blur ability for a while and we about went bankrupt. We had to abutting our cinema, our arthouse annual and had to accelerate abroad best of the aggregation that aggregate about us. Again we rebuilt the aggregation absorption alone on blur distribution. We capital to be as absolute as accessible from Hungary funds, so we chose to assignment on European films, area we could get subsidies. Afterwards a few years, the Hungarian subsidies restarted, we accept acceptable cooperation now with the Civic Blur Institute that supports both the assembly and the absolution of the civic movies here, and additionally with the Civic Cultural Fund, which supports best of our adopted releases. And afterwards some successes, we were able to go for films afterwards subsidy and booty added risks… except for this year.
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