2018 FESTIVAL REPORT PRESENTED BY
MESSAGE
Contents Yoshihiro Wada Director
The Japan Foundation, Sydney The 22nd Japanese Film Festival has concluded with great success and on behalf of The Japan Foundation, Sydney I would like to express my deepest gratitude for your support in another successful festival. Every year our small programming team endeavours to bring Japan to Australia by showcasing the best of Japanese cinema. The world of cinema is rapidly changing and with change comes a new set of benefits and challenges. Film itself has become readily accessible, thanks to streaming platforms; so it is within the margins of these challenges that both film-maker and programmer must strive to captivate its audiences in a more dynamic and expressive way. The theme for this year was “Expect the Unexpected” and in staying true to our theme, we celebrated our most diverse program yet, with casts and characters from all walks of life: from a lo-fi budget zombie comedy (ONE CUT OF THE DEAD) to the story of a Japanese-Korean family in post-war Japan (YAKINIKU DRAGON) and realistic portrayal of love in the big city (LOVE AT LEAST). I believe that this year’s program really carried the festival forward into the future and our audiences with new knowledge and experiences. Once again, thank you for your generous support and we look forward to seeing you again at the next JFF. Photo by Victor Caringal.
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2
Message
3
JFF Program Categories
4
Snapshot of JFF 2018
6 Audience Statistics & Feedback 8
Marketing & Publicity
12
Event Program
14
Festival Partners
JFF PROGRAM CATEGORIES MAIN
Latest Releases - Total of 148 sessions The main program focused on presenting an extremely diverse range of films, spanning genres such as big-budget, arthouse, theatre adaptions, underground, and more. A total of 31 titles were screened, with each city featuring a variety of films to match the audience demographic. CITIES TOURED (ATTENDANCE) Adelaide (942) Brisbane (2060) Canberra (1142)
Melbourne (6595) Perth (1703) Sydney (9771)
© Enbu Seminar
CLASSICS
Passion & Obsession - Total 24 Sessions The classics program focused on films adapted from novels by renowned authors such as Junichiro Tanizaki and Kyoka Izumi; these cinematic masterpieces from the Japanese Golden Age and New Wave portrays passion and obsession in varying shades. All films were screened in 35 & 16mm in order to stay true to the original feel of the films. CITIES TOURED (ATTENDANCE)
© 1935 Shochiku Co., Ltd.
FRINGE
Canberra (274) Melbourne (1200) Sydney (2387)
Pre-festival Taster - Total 8 sessions To fuel interest and excitement for the upcoming JFF Main program, the JFF Fringe program was launched in Sydney and Brisbane. The program featured 4 titles per city, with one screening per month. CITIES TOURED (ATTENDANCE) Brisbane (2060) Sydney (1142)
© Hideaki Sorachi/Shueisha © 2017 “Gintama” Film Partners
REGIONAL
Free Travelling Program - Total of 31 sessions The regional film program travelled to 10 cities with free screenings of a selection of three fan favourite films. This program is run in partnership with local organisations, such as local governments, university clubs, arts festivals, and local chapters of the Australia Japan Society. CITIES TOURED (ATTENDANCE)
© 2017 M.F.P.
Alice Springs (241) Bunbury (669) Cairns(660) Coffs Harbour (238) Darwin (467)
Dubbo (81) Gold Coast (461) Hobart (342) Newcastle (513) Townsville (370)
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SNAPSHOT OF JFF 2018
16 47 216 20 CITIES
FILMS
SCREENINGS
In 2018, the festival toured a combined total of 16 cities and played films to an audience of 30,680 nationally. Alongside the regional, classics and main programs delivered this year, we commenced a new fringe program that toured to Sydney and Brisbane.
Photo by Victor Caringal.
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SOLD OUT SESSIONS
3o,680 SEATS FILLED
4162
Regional Program 61.76% increase
3681
Classics Program 23% increase
22,213 Main Program
10.15% increase
624
Fringe Program New attendees gained
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AUDIENCE STATISTICS & FEEDBACK The overall demographic of JFF audience members remains consistent with previous years. There is a high satisfaction rate amongst audiences, as well as a strong retention of patrons from previous festivals, and the majority of JFF audience members remain in the 25-34 age range.
AUDIENCE INTEREST After attending JFF, 82% of audience reported a more positive impression of Japan. The chart below breaks down the specific interests of the audience. 24% Watch other Japanese films 21% Travel to Japan 16% Experience other Japanese culture 12% Eat Japanese food 9% Study Japanese
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94% Satisfaction
JFF audiences continue to be satisifed with the films screened at JFF. 48% excellent 30% very good 16% good
JFF sponsors can effectively reach out to young professionals who have an interest in various aspects of Japanese culture.
FIRST TIME VS RETURNING AUDIENCES GENDER 53% Female 45% Male 1% Non-Binary
Returning audiences First time audiences
AGE
CULTURAL BACKGROUND
30% 19%
18%
16%
14%
3% < 18%
18-24
25-34
35-44 45-54
55+
Japanese Non-Japanese
OCCUPATION
36%
24%
23%
9%
8%
Other (part-time; retired)
Student
Office worker
Self-employed
Public servant
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MARKETING AND PUBLICITY CAMPAIGN PERIOD FROM AUGUST - DECEMBER 2018 JFF gained significantly more exposure in 2018. The festival’s media breaks increased by over 50% from 251 in 2017 to 525 in 2018, and encouraged stronger engagement with a more diverse audience.
525
While the festival focuses on digital advertising, we also utilise other platforms such as radio, street banners, and pre-event activation to cast a wider network and help to create buzz and excitement about the upcoming festival.
media breaks across print, online, radio and video blogs.
Below is a graph of how both first-time and repeat JFF audiences learnt about the festival in 2018. Word of mouth (36%) and online platforms (32%) are still the strongest drivers of information for JFF.
HOW DID YOU HEAR ABOUT JFF? 36%
18%
14%
13%
9%
7% 3%
Word of Mouth
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Social Media
Website
JFF Program Newsletter /Flyer
Cinema
Print Media
48,000
printed program booklets with sponsor logos were distributed across the country.
WEBSITE TRAFFIC
MARKETING MIX – OFFLINE
96365
Unique sesions
2m20s
Average browsing time
STREET BANNERS
PROGRAM BOOKLETS
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banners displayed across the main streets of Sydney.
7,617,928
IMPRESSIONS +36.2% vs.2017 48,000 printed
program booklets with sponsor logos were distributed across the country.
109,865
CLICKS +8.6% vs.2017 *According to City of Sydney, 75% of consumers take action as a result of seeing city banners.
36,481TRAILERS Likes 1733,878 Impressions 24,130 Clicks 46,394 Post engagements 1.63% CTR
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154
banners displayed across the Impressions main streets of Sydney.
Tampopo video essay
27.9k Reach
$35K 2.4k
Engagements Advertising Value
Premium & major sponsor trailers were shown 154 75% times *According to City of Sydney, of throughout the main programconsumers nationally. take action as a result of seeing city banners. The cinema advertising value for trailers can reach up to $35K*. *Market value is calculated based on Val Morgan pricing. During the campaign period, the average engagement for Facebook posts (photo and video) was 26.7%. Engagement are inclusive of Photo by Patrick Boere, background: Photo by Caringal. reactions, comments & Victor shares.
36,481 Likes 1733,878 Impressions 24,130 Clicks
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MARKETING MIX - ONLINE WEBSITE TRAFFIC
96365
Unique sesions
2m20s
ONLINE ADVERTISING Average browsing time
7,617,928
IMPRESSIONS +36.2% vs.2017
109,865
CLICKS +8.6% vs.2017
JFF ran online ad campaigns across various different media. This included advertising with festival partners such as The Saturday Paper, Nichigo Press and FBi Radio, as well as WeChat and Weibo Campaigns. This year JFF also worked with Nan Hai Media, Lifestyle Asia and Tangren to reach out to Chinese speaking audiences.
s
Impressions
ks engagements
Tampopo video essay
WEBSITE TRAFFIC 27.9k TRAFFIC WEBSITE Reach
2.4k Engagements
96365
Unique sesions
.
2m20s
Average browsing time
The above clipping is part of a six page spread on JFF from Chinese magazine “LifestyleAsia”.
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7,617,928
country.
96365
Unique sesions
NEWSLETTER
2m20s 96365 Average browsing time
Unique sesions
41% Open rate2m20s 9% Click rate
Average browsing time
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banners displayed across the banners displayedmain streets of across the main Sydney. streets of Sydney.
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7,617,928 IMPRESSIONS 7,617,928 +36.2% vs.2017
JFF newsletters have a higher than average open and click rate with subscribers. *percentage rate is compared to mailchimp’s benchmark for the Entertainment and Events industry (20.41% open rate 2.19% click rate).
IMPRESSIONS During the campaign +36.2% period, JFFvs.2017 newsletters are
sent out weekly to 4.7K subscribers. Sponsor logos are included all newlsetters, alongside this we send out e-solus newsletters by premium and major 109,865 partners. CLICKS +8.6
109,865vs.2017
CLICKS +8.6% vs.2017
*According to City of Sydney, 75% of consumers take action as a result of seeing city of banners. *According to City Sydney, 75% of consumers take action as a result of seeing city banners.
SOCIAL MEDIA
36,481 Likes 1733,878 Impressions 36,481 Likes 24,130 Clicks 1733,878 Impressions 46,394 24,130 Clicks Post engagements 46,394 Post engagements 1.63% CTR 1.63% CTR The JFF official page has a total of 36,481 followers. During the campaign period, the average engagement for facebook posts (photo and video) was 26.7%. Engagements are inclusive of reactions, comments & shares.
During the campaign period, the average engagement for Facebook During the campaign period, the posts (photo and video) was 26.7%. Facebook ads are a combination of boosted average engagement for Facebook Engagement are inclusive of posts (photo and video) was 26.7%. video posts, image postsofand carousel reactions, comments & shares. Engagement are inclusive imagereactions, ads. Incomments Sydney,& the target segment shares.
Event Goers CTR was 4%.
Tampopo video essay Tampopo video essay
27.9k Reach 27.9k2.4k Engagements Reach
2.4k Engagements
Original essays and videos are especially effective marketing, with high reach and engagement. They deliver quality content and broadens our audiences’ cultural knowledge of Japan. The above example was created by our media partner, Filmed In Ether and sponsored by major partner, Sekisui House.
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EVENT PROGRAM
Opening nights are a fantastic showcase of our sponsors as we welcome guests with gift bags of products (this year we included items such as flyers, brochures, newspapers and well as drink samples from major partner Choya). Sydney saw an audience of 800 people, including VIPs, government officials, film industry creatives, and celebrities; these events offer an opportunity for our guests to connect with each other and JFF’s broader audience. 12
To deepen understanding of Japanese culture and film, we invite talents such as directors and actors, to engage with Australian audiences by giving insight into Japanese culture. Our guests’ travel is sponsored by our premium partner, Japan Airlines and our local partner, Primus Hotel Sydney provided accomodation for our Sydney festival guests. In Sydney, we welcomed Australian-born, Japanese actress Shioli Kutsuna who presented our sold out closing night film OH LUCY!. Kutsuna shared insightful knowledge on the differences between acting in Hollywood vs. Japan, as well as the cross-cultural experiences of living in her motherland with the audience during her Q&A session. Auteur director, Isao Yukisada was also present in Sydney for a lively discussion about RIVER’S EDGE. The Q&A conversation explored teenage rebellion and the stifling nature of Japanese/ Tokyo society in the 90s. Commercial director Kosai Sekine was in attendance in Melbourne to present his first featurelength film, LOVE AT LEAST. He conveyed his desire to create a film that echoed the difficulties of modern society; LOVE AT LEAST reflected a realistic modern day love through the lens of mental illness.
SPECIAL GUESTS Opposite page: From left: Photos by Jennifer Ng, Victor Caringal and Yang Shang Lien. This page, top row: Photo by Victor Caringal and Yang Shang Lien, background: Photo by Victor Caringal.
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FESTIVAL PARTNERS Our partners offer invaluable support to the JFF community and help keep the festival vibrant and celebrating cultural diversity and championing foreign cinema. JFF facilitates the gathering of Japanese, Australian, and foreign brands under one roof to support a home-grown, multicultural event. We believe in tailoring our partnerships and exploring meaningful collaborations; therefore this year we had a variety of collaborations–from activations through event integration, flyer distribution, to prize sponsorships–we adapt to best suit the goals and mission statements of our partners. Our original content, such as video essays, long form articles, and social media posts, also provides sponsors the opportunity to tap into our tech-savvy audience using creative content. From left: Photo by Yang Sheng Lien, Diana Tuny and Victor Caringal.
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Premium Partner
Presented By
Major Partners
Local Partners
Media Partners
FBi RADIO
Government Partners
Cultural Partners
Venue Partners
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WANT TO SUPPORT THE FESTIVAL?
SOME WAYS YOU CAN SUPPORT
Although JFF doesn’t start until October 2019, preparations start as early as April of the same year. It’s never too early to contact us to explore promotional and marketing partnership opportunities! CONNECT WITH FANS OF JAPAN Please get in touch with us to discuss opportunities to collaborate, develop content or integrate your promotional material with our festival marketing for JFF 2019. There are a range of options from original creative content, to event integration, to product placement. 16
INCLUDE
TRAILER INCLUSION Sponsor to bring a creative JFF trailer to life and have your products and/or logo featured in it. PRINT ADVERTISING Premium and major partners were given advertising space in this year’s national program booklet. EVENT HOSTING Expand your audience to include film lovers and Japanophiles by hosting a JFF event.
CONTACT:
japanesefilmfestival@jpf.org.au Opposite page: Photo by Victor Caringal. This page, top row: Photo by Yang Shang Lien and Diana Tung, middle row: Photos by Jessica Chow, bottom row: Photos by Jennifer Ng and Victor Caringal.
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2018 FESTIVAL TEAM Manager Ayusa Koshi Coordinators Jessica Chow Alison Groves Susan Bui Margarett Cortez Assistant Coordinators Aurora Newton Aoife Wilkinson
ONLINE Facebook: @japanesefilmfest Instagram: @japanesefilmfest Twitter: @japanesefilmfest
CONTACT The Japan Foundation, Sydney Level 4, Central Park 28 Broadway Chippendale NSW 2008 02 8239 0055 japanesefilmfestival@jpf.org.au
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PARTNERSHIP ENQUIRES Japanese Film Festival in Australia is open to partnership enquires. Please contact us to discuss how we can collaborate and integrate your brand into our festival campiagn.