Hollywood heavyweights reject French cinema masterpieces

18 April, 2017


Experiment captured in series of new videos promoting French cinema to wider audiences

SINGAPORE — An aspiring French filmmaker sits down with Hollywood’s top producers of big budget blockbusters to pitch his seemingly eccentric movie ideas. It doesn’t go well. Unbeknownst to them, the scripts he describes have already been created and released to critical acclaim, even winning The Palme d'Or, the highest prize awarded at the Cannes Film Festival.

This is the crux of new short films released today by Alliance Française de Singapour, part of the leading global network promoting French language and culture, in support of their efforts to promote French cinema to audiences in Singapore and around the world and grow its popularity.

“We are very excited by this campaign as we feel it conveys French cinema’s depth of scriptwriting in a fresh and humorous way. The intention is not to be, obviously, in competition with Hollywood but to broaden audience’s horizons. We’re eager to see how this film will help to promote French cinema in Singapore and abroad and attract larger, more diverse audiences,” said Anne-Garance Primel, Executive Director, Alliance Française de Singapour.

What the experiment showed is that even the very best French cinematic masterpieces wouldn't have had a chance in Hollywood as they don't fit the traditional formula.

View the films at https://www.youtube.com/watch?v=Dbrgs9G41jY.

Alliance Française de Singapour will use the assets from this campaign to promote French films and cultural activities such as Ciné-Club which hosts weekly screenings of French cinema every Tuesday, Ciné-Plus which presents special screenings of French films and Ciné-Kids that promotes French movies for children in Singapore. The global Alliance Française network may also use the films to promote additional activities through its 812 establishments in 135 countries.

 
CREDITS

Project title
: Pitching French Films to Hollywood
Client: Alliance Française de Singapour
Creative Agency: Ogilvy & Mather Singapore
Production House: Joinery, Los Angeles
Exposure: Cinema Digital and Social

About Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in the world. It was named the Cannes Lions Network of the Year for five consecutive years, 2012, 2013, 2014, 2015 and 2016; and the EFFIEs World's Most Effective Agency Network in 2012,2013 and 2016. The company is comprised of industry leading units in the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; health care
communications; direct, digital, promotion and relationship marketing; consulting, research and analytics; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 500 offices in 126 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit www.ogilvy.com, or follow Ogilvy on Twitter at @Ogilvy and on Facebook.com/Ogilvy.

Press Contact
Johan Wong
Ogilvy & Mather Singapore
johan.wong@ogilvy.com
+65 6213-9957

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