BBC Arabic Festival 2019 by tpr media consultants

BBC Arabic Festival 2019

Campaign and evaluation complied by tpr media consultants +44 (0)20 8347 7020 | sophie@tpr-media.com www.tpr-media.com

OVERVIEW The BBC Arabic Festival is a free annual event that presents films about today’s Arab world to a UK and global audience. It is simultaneously a live event and series of special broadcasts that focus on independent films telling bold and relevant stories. Through its films and awards, this year’s festival shed light on the stories behind the headlines: coming of age stories about young women, life as a gay man in today’s Beirut, and the chilling role of technology in enabling people to witness their families in war zones. These extraordinary stories were told through range of genres – from observational documentary to short features; comedy to mockumentary.

PR OVERVIEW

tpr media consultants was commissioned to develop and implement a PR campaign with the aim of building the profile of The BBC Arabic Festival. After discussions with the Festival team, tpr media designed a campaign focusing on film websites, film critics, specialist media, broadsheets, radio and online. tpr media positioned the festival programme as showcasing thoughtful and inspiring films that shed new light on the Middle East. The aim of the PR was to help drive an audience to the festival and to position Arabic film as high quality world cinema. tpr media focused on the following audiences: people interested in world cinema and audiences interested in the Middle East.

Methodology

tpr media identified and drew out themes from the festival – from a new generation of Arab filmmakers receiving international recognition (topical with Nadine Labaki’s Capernaum Oscar nomination) to films exploring the place of young people in the 21st century – 60% of the Arab population is under 25. We created a number of individual campaigns, drawing out narratives for each one, with a targeted pitch and media list. As part of the project, tpr media also liaised closely with the filmmakers, asking them to fill in questionnaires about their work. We used this background to pitch stories and respond to interviews. Over the duration of the project, we contacted more than 400 key media contacts individually across nationals, London press, TV and Radio, Film magazines, film critics, film nationals, women and LGBT magazines. The strategy required intensive targeting and follow up, as well research, writing, liaising with both the media and the filmmakers. As part of the PR campaign, tpr media also wrote and distributed an announcement press release and a winner’s release press release at the end of the festival.

Challenges:

• London only screenings (not national)

• Only one screening per ﬁlm

• All ﬁlms in Arabic with subtitles

• The festival is only in ﬁfth year and it takes time to build a festival identity

• A news agenda dominated by Brexit in the run up to and during the awards which squeezed out stories that were less mainstream, such as those covered in the festival.

tpr media consultants – April 2019

Coverage overview

There were over 25 pieces of coverage including high profile radio – BBC Robert Elms and Weekend on BBC World Service as well as the Establishing Shots podcast about the art and craft of film which is shared on the cinevue website. An interesting piece by Salma Haidrani about Room for a Man ran on Another Man – a fashion and culture men’s magazine. Unfortunately her review of The President’s Visit for Little White Lies did not go ahead due to ill health. Broadcast magazine, commissioned a behind-the-scenes piece for Who’s Getting Rich from Moroccan Hash? Middle East Monitor ran an online feature package which included interviews with filmmakers and the festival director, Sheyma Buali. Leading film website Top Ten Films (35.1k Twitter followers) covered the launch of the festival and positively reviewed What Walaa Wants. Close Up Culture ran four Q&A interviews with filmmakers from the following films: Amal, What Walaa Wants, The Calling and The Borrowed Dress. Several listings’ magazines – from Time Out which highlighted the festival both in the magazine and online – to Skiddle covered the festival. We shared all coverage with the social media team. There was other interest that frustratingly didn’t materialise, including a news feature on satire in Arab film by media editor, Vanessa Thorpe, The Observer. This didn’t go ahead because of the Christchurch bombings in New Zealand. BBC Radio 4’s The World Tonight were interested in the theme of women – especially young women – in the festival programme but said they had over commissioned Brexit stories and the news agenda was shifting so fast they couldn’t commit to covering cultural items. BBC Radio 4’s Start the Week – were keen to interview the director of The Survivors of Firdos Square but the show ended up being pre-recorded before the director arrived in London. BBC World Service’s Outlook was interested in interviews linked to personal stories of Leen AlFaisal (The Borrowed Dress) and Anthony Chidiac (Room for a Man) but didn’t think the story arc was strong enough. Anna Silverman – Grazia – pitched the festival for Grazia’s 10 hot section but they didn’t go for it.

tpr media consultants – April 2019

TV, Radio and Podcasts Establishing Shots (features on Cinevue website) Nick Hilton Establishing Shots is a show discussing the art, craft and business of filmmaking. Presenter Nick Hilton talked to Sheyma Buali about programming a festival focused on films from the Arab world, what it takes to make a great Arabic film in 2019, and whether we're seeing progress in people's appetite for world cinema.

tpr media consultants – April 2019

The Scene, Jasmine Dotiwala BBC London interview The Scene’s Jasmine Dotiwala engages with London’s diverse culture and conducted an upbeat interview with Sheyma Buali on the BBC Arabic Festival. www.bbc.co.uk/sounds/play/p07226yt - from 1 hour 08 mins – 1 hour 20 mins

The Robert Elms Show Flagship BBC London Show, Robert Elms spoke to Sheyma Buali and Fadi Baki (Manivelle) about the Arabic community in London and the history of Arabic cinema on 23 March 2019 www.bbc.co.uk/programmes/p072q041 - 1 hour 10 mins – 1 hour 20 mins

BBC World Service Weekend Creative consultant, Georgina Van Welie (Amal) and Sheyma Buali were interviewed on BBC World Service’s Weekend (the Today Programme equivalent) on 23 March 2019 (not available online)

Middle East Monitor Middle East Monitor ran an online feature package which included interviews with ﬁlmmakers and the festival director, Sheyma Buali. www.facebook.com/middleeastmonitor/videos/vb.15287 9306925/1111613152374797/?type=2&theater

tpr media consultants – April 2019

Trade & specialist Broadcast The UK’s leading trade magazine ran a behindthe-scenes story of the making of Who’s Getting Rich from Moroccan Hash?

tpr media consultants – April 2019

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Photo Archive News PhotoArchiveNews.com covered the BBC Arabic Festival winners

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Film websites – news stories, reviews and Q&As Top Ten Films Dan Stephens – editor of leading film website, Top Ten Films (35.1k Twitter) – ran a news story and reviewed What Walla Wants What Walaa Wants: https://www.top10films.co.uk/52127review-coming-of-age-in-the-west-bank-what-walaawants-offers-a-refreshing-lens/ https://www.top10films.co.uk/51637-female-filmmakerschampioned-at-5th-bbc-arabic-festival/ He shared both on social media: https://twitter.com/top10films/status/1098559124135178240

tpr media consultants – April 2019

tpr media consultants â&#x20AC;&#x201C; April 2019

The Fan Carpet http://thefancarpet.com/movie_news/the-rise-ofarab-ďŹ lmmakers-especially-women-sheds-new-lighton-contemporary-middle-eastern-society-in-the-freebbc-arabic-festival/

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Dog and Wolf http://www.dogandwolf.com/2019/03/b bc-arabic-ďŹ lm-festival-2019/

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View of the Arts https://viewofthearts.com/2019/02/27/therise-of-arab-ďŹ lmmakers-sheds-new-lighton-contemporary-middle-eastern-society-i n-the-free-bbc-arabic-festival-in-london22-27-march

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Close-Up Culture A website that reviews the latest ﬁlms, theatre (mainstream and fringe), live music and books ran four Q&As with ﬁlmmakers.

The Close-Up – James Prestridge Q&A Christy Garland: https://closeupculture.com/2019/03/2 2/bbc-arabic-festival-director-christygarland-on-her-award-winningdocumentary-what-walaa-wants/

The Close-Up – James Prestridge Q&A Mohammed Siam: https://closeupculture.com/2019/03/2 2/bbc-arabic-festival-mohamedsiam-talks-about-his-award-winningﬁlm-amal/

tpr media consultants – April 2019

The Close-Up – James Prestridge Q&A Leen Alfaisal: https://closeupculture.com/2019/0 3/22/bbc-arabic-festival-directorleen-alfaisal-on-diaspora-and-heraward-winning-ﬁlm-the-borrowed -dress/

The Close-Up – James Prestridge Q&A Mariakenzi Lahlou: https://closeupculture.com/2019/0 3/23/bbc-arabic-festival-directormariakenzi-lahlou-on-hermystical-short-ﬁlm-the-calling/

tpr media consultants – April 2019

tpr media consultants â&#x20AC;&#x201C; April 2019

Listings - online and magazines We contacted and input festival details for 15 listings websites including TimeOut, Londonist, Skiddle, Allinlondon, Press Association. Time Out ran pieces in the magazine and online. Here are a selection.

Time- Out https://www.timeout.com/london/things-to-do/bbc-arabicfestival#tab_panel_4

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All in London https://www.allinlondon.co.uk/whatson.php?event=213096

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Skiddle https://www.skiddle.com/whatson/London/Broadcasting-House/BBCArabic-Festival-2019/13488737

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The List https://www.list.co.uk/event/1233182-bbcarabic-festival-2019/

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Skint London https://www.skintlondon.com/a-freecelebration-of-arab-cinema-comes-tolondon/

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Press accreditation:

NAME Hannah Flint Jameela Elfaki Sunayah Arshad Noor Alabdulbaqi Larry Oliver Michael Maitland Jones Salma Haidrani James Prestidge

OUTLET Grazia Azeema Mag Azeema Mag Azeema Mag Bitlander (blogger) / Film Debate The730Rveiew Little White Lies Close up Culture

tpr media consultants â&#x20AC;&#x201C; April 2019

PRESS RELEASES

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