Domestic promotion

How was your start?

In December, I was still working in L.A. – now I’m back in Switzerland and in the midst of a dynamic, creative industry. What have I done so far? I have immersed myself in Swiss filmmaking and its market environment. The SWISS FILMS team has given me a great deal of support. In the industry, I sense a lot of openness about how to jointly promote Swiss filmmaking, but also a sense of concern regarding the increasingly difficult situation in terms of the market environment and future prospects. Perhaps that’s the reason why the project is attracting so much interest.

There are high expectations. Some of them are very different and, at times, even divergent. Should the focus be on diversity? Accessibility? Film heritage? Cinema culture? It’s crucial that SWISS FILMS and the industry openly address these issues. Initially, we are concentrating on increasing project funding and creating more visibility with campaign boosters. To accomplish this, we are seeking new partners for Swiss film productions in order to target new audiences together with them by means of selected releases that have considerable audience appeal.

Where do you see the greatest challenges?

Oh – there are quite a few! In the initial phase, we will be putting a lot of energy into building the partnerships. Bear in mind, however, that this is not just about third-party funding. It is also about tapping into new communities and providing services and contributions in kind, visibility and, above all, a commitment to the creative industry in this country. Building and maintaining this pool of partners is certainly a major challenge, but it is also key to achieving greater reach and sustainability.

The pilot project is initially planned for four years. So, we don’t have much time – that’s another challenge. And last but not least, we need to consistently focus on the Swiss audience and its needs. Switzerland is a country of streamers: many people still like to watch TV, and series are gaining an enormous amount of popularity. We want to keep an eye on all these trends.

Where do you see the biggest opportunities for this project?

Every challenge that I’ve mentioned is also an opportunity. The collaboration with partners and the industry itself offers the greatest potential. My hope would be that this common goal can allow the industry to grow together as a whole. Building a bridge between cinema, festivals, streaming, series and TV, focusing on the needs of the audience and openly sharing insights gained are beneficial for everyone. The success of individual audience favourites ought to make Swiss films more visible in general and thus engender a positive dynamic that will boost the entire Swiss film industry. I am working on achieving these positive film experiences. We would like to build on this – together with the industry as well as with the partners that we will be seeking out in the coming months.