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{"id":245,"date":"2016-10-27T18:29:33","date_gmt":"2016-10-27T16:29:33","guid":{"rendered":"https:\/\/www.lisaohlin.com\/2016\/10\/27\/det-har-med-marknadsforing\/"},"modified":"2016-10-27T18:29:33","modified_gmt":"2016-10-27T16:29:33","slug":"det-har-med-marknadsforing","status":"publish","type":"post","link":"https:\/\/www.lisaohlin.com\/2016\/10\/27\/det-har-med-marknadsforing\/","title":{"rendered":"Det h\u00e4r med marknadsf\u00f6ring."},"content":{"rendered":"<p>Det h\u00e4r med distribution och marknadsf\u00f6ring f\u00f6r film\u00a0 \u00e4r knepigt. Har funderat lite p\u00e5 det n\u00e4r jag g\u00e5r fram och tillbaka till jobbet. Jag har spanat fram en ny teori. Den \u00e4r att ju b\u00e4ttre betyg en film har, ju s\u00e4mre marknadsf\u00f6ring ska den ha. Den ska straffas f\u00f6r att den \u00e4r s\u00e5 bra. Nu ska jag bevisa min spaning:<\/p>\n<p>S\u00e5n h\u00e4r fantastisk kampanj f\u00e5r Ron Howards &#8220;Inferno&#8221;:<\/p>\n<p>[wpvideo ozBPeaWy]<\/p>\n<p>Den fick i snitt 2,7 av alla svenska kritiker.<\/p>\n<p>S\u00e5 h\u00e4r fin kampanj f\u00e5r Maren Ades &#8220;Min pappa Toni Erdmann&#8221; (4,6) och s\u00e5 h\u00e4r illa g\u00e5r det f\u00f6r Johannes Nyholms fina &#8220;J\u00e4tten&#8221;, som fick 4,1. (Jag ber om urs\u00e4kt f\u00f6r Simbas d\u00e5liga uppf\u00f6rande. )<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-248\" src=\"https:\/\/www.lisaohlin.com\/wp-content\/uploads\/2016\/10\/img_0354-1.jpg\" alt=\"img_0354\" width=\"307\" height=\"344\" \/><img loading=\"lazy\" decoding=\"async\" class=\"  wp-image-271 alignright\" src=\"https:\/\/www.lisaohlin.com\/wp-content\/uploads\/2016\/10\/img_0373-1-1.jpg\" alt=\"img_0373-1\" width=\"304\" height=\"355\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Men seri\u00f6st. I denna tid d\u00e4r det blir allt sv\u00e5rare att n\u00e5 igenom i mediabruset s\u00e5 ska kvalitetsfilm konkurrera med blockbusters p\u00e5 samma marknadsvilkor men med inga pengar f\u00f6r marknadsf\u00f6ring. Och sen \u00e4r vi j\u00e4ttef\u00f6rv\u00e5nade n\u00e4r inte publiken kommer.<\/p>\n<p>Biografen har faktiskt blivit m\u00e5nga filmers st\u00f6rsta akillesh\u00e4l. Det har blivit exponeringsf\u00f6nstret som vi inte kan vara utan f\u00f6r att det ger mest uppm\u00e4rksamhet, men det \u00e4r mest kostsamt och ger minst tillbaka. Som ett skyltf\u00f6nster som ingen hittar till. Om dom inte g\u00e5r f\u00f6rbi en kissig papperskorg.<\/p>\n<p>Ja det finns en massa underbart med biografer. Och vi \u00e4lskar alla att g\u00e5 p\u00e5 bio. Tror vi. Men sanningen \u00e4r att vi mycket hellre v\u00e4ljer v\u00e5r underbara soffa och plaTV om det inte \u00e4r stora blockbusters. Som &#8220;Inferno&#8221;.<\/p>\n<p>Men om du som jag tror att det \u00e4r s\u00e5\u00e5\u00e5\u00e5 mycket sv\u00e5rare nu att f\u00e5 in folk p\u00e5 bio, s\u00e5 kan jag ber\u00e4tta att enligt Ira Deutchman har det ALLTID varit lika sv\u00e5rt att f\u00e5 &#8220;butts in the seats&#8221;. I helgen var jag p\u00e5 Chicago Film Festival och lyssnade p\u00e5 hans funderingar. Ira \u00e4r en legend. Den f\u00f6rsta filmen han distribuerade var John Cassavetes &#8220;A woman under the influence&#8221;. Det blir inte mycket kreddigare \u00e4n s\u00e5. Inte s\u00e5 mycket sv\u00e5rare heller. Han var typ 18 och jobbade f\u00f6r studentk\u00e5ren och Cassavetes visste hur j\u00e4kla sv\u00e5rt det \u00e4r, s\u00e5 han och Gena Rowlands och Peter Falk \u00e5kte runt till alla stora collegest\u00e4der i USA och visade filmen. Innan de kom, engagerade de n\u00e5gon som Ira i elevk\u00e5ren som fick som uppgift att fylla en salong, och som Ira sa, &#8220;Det finns inga genv\u00e4gar&#8221;. Det var affisher \u00f6verallt p\u00e5 alla v\u00e4ggar och papperskorgar och prat och radiop\u00e5or och tillslut &#8211; en fr\u00e5gestund med filmskaparna. Ira var hysteriskt nerv\u00f6s. S\u00e5 pinsamt det vore om de kom hela v\u00e4gen dit och bara m\u00f6ttes av en halvfull lokal!<\/p>\n<p>S\u00e5 var det d\u00e5, n\u00e4r inte plattsoffan och internet fanns. Och det \u00e4r fortfarande det personliga m\u00f6tet kring filmen som ger mest publicitet. Men hur ofta har vi r\u00e5d med det? Eller s\u00e5 kan man v\u00e4nda p\u00e5 det och s\u00e4ga &#8211; om film nu \u00e4r en viktig kulturform och vi satsar s\u00e5 mycket p\u00e5 att bevara biografer som ett m\u00f6test\u00e4lle &#8211; borde inte pengar \u00e4ven satsas p\u00e5 att skapa m\u00f6ten med v\u00e5ra svenska filmskapare, g\u00f6ra oss synliga f\u00f6r publiken \u00e4ven utanf\u00f6r filmfestivalers brinnande hj\u00e4rtan?<\/p>\n<p>Hur gick det d\u00e5 f\u00f6r Ira? Bra. Han fyllde varenda stol och sen distribuerade han filmer som &#8220;Scener ur ett \u00e4ktenskap&#8221;, &#8220;Monthy Pyton och den heliga graalen&#8221;, &#8220;Sex Lies and Videotape, &#8220;Short Cuts&#8221;, &#8220;My own Private Idaho&#8221; och m\u00e5nga m\u00e5nga fler.\u00a0 Och det var aldrig l\u00e4tt att f\u00e5 &#8220;butts in the seats&#8221; Men han lyckades.<\/p>\n<p>Sj\u00e4lv lyckades jag inte lika bra. Min film &#8220;Walk with me&#8221; skulle visas p\u00e5 l\u00f6rdag kl 18 i Chicago- det kunde ju inte bli b\u00e4ttre t\u00e4nkte jag. Om det inte vore f\u00f6r Baseball. Baseball, detta spel som amerikaner \u00e4r besatta i. Och det var inte vilken match som helst, det var slutspel, och det var inte vilket slutspel som helst utan det var Chicago Cubs mot LA Dodgers och Cubs har varit jinxade, dom har inte vunnit p\u00e5 65 \u00e5r, och nu ikv\u00e4ll skulle dom bara vinna! S\u00e5 jag var faktiskt v\u00e4ldigt tacksam f\u00f6r dom fina 54 m\u00e4nniskorna som struntade i baseball och kom och s\u00e5g min film och stannade l\u00e4nge och pratade efter\u00e5t. Och sen gick vi alla ut i natten d\u00e4r Cubs faktiskt hade vunnit och hela Chicago var en enda stor fest.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Det h\u00e4r med distribution och marknadsf\u00f6ring f\u00f6r film\u00a0 \u00e4r knepigt. Har funderat lite p\u00e5 det n\u00e4r jag g\u00e5r fram och tillbaka till jobbet. Jag har spanat fram en ny teori. Den \u00e4r att ju b\u00e4ttre betyg en film har, ju s\u00e4mre marknadsf\u00f6ring ska den ha. Den ska straffas f\u00f6r att den \u00e4r s\u00e5 bra. Nu &hellip;<\/p>\n<p class=\"read-more\"> <a class=\"\" href=\"https:\/\/www.lisaohlin.com\/2016\/10\/27\/det-har-med-marknadsforing\/\"> <span class=\"screen-reader-text\">Det h\u00e4r med marknadsf\u00f6ring.<\/span> Read More &raquo;<\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"default","ast-global-header-display":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","footnotes":""},"categories":[19],"tags":[],"class_list":["post-245","post","type-post","status-publish","format-standard","hentry","category-lisas-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Det h\u00e4r med marknadsf\u00f6ring. - Lisa Ohlin<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.lisaohlin.com\/2016\/10\/27\/det-har-med-marknadsforing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Det h\u00e4r med marknadsf\u00f6ring. - Lisa Ohlin\" \/>\n<meta property=\"og:description\" content=\"Det h\u00e4r med distribution och marknadsf\u00f6ring f\u00f6r film\u00a0 \u00e4r knepigt. Har funderat lite p\u00e5 det n\u00e4r jag g\u00e5r fram och tillbaka till jobbet. Jag har spanat fram en ny teori. Den \u00e4r att ju b\u00e4ttre betyg en film har, ju s\u00e4mre marknadsf\u00f6ring ska den ha. Den ska straffas f\u00f6r att den \u00e4r s\u00e5 bra. Nu &hellip; Det h\u00e4r med marknadsf\u00f6ring. 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