The buzz created around the digital experience conceived for Il était une fois une fois certainly contributed to convince people to go see the film in cinemas. The success of Ernest et Célestine can also partially be explained by the digital magical universe created by La Parti. Other beautiful achievements, such as for Le Magasin des Suicides, probably did not convince a potential public to go see Patrice Lecomte’s film. However, the various lines of the ambitious project (which turned out very well) did interest quite a number of internet users.
Supported by this success, as well as more off-kilter adventures such as for The Spiral or Mirages, the Crossmedia investment line is now cited as an example throughout Europe (why yes, indeed), and Wallonia is considered a pioneer region in matters of digital promotion.
In addition to Crossmedia Promotion, a second line called Crossmedia Extension was financed by Creative Wallonia. At the start, the distinction between both lines seemed clear to us, however experience quickly showed that both regularly intersect with each other. Considering these observations, end of 2012 we decided to adapt the concept, making it more pertinent and efficient.
From now on, producers who wish to do so can present us with their Crossmedia bids three times a year, in support of their films already selected by Wallimage or Wallimage-Bruxellimage. The latter part is a condition which must absolutely be fulfilled before a submission can be received. The second condition is that the work has to be done in the Walloon Region, by domestic companies.
A jury composed of three representatives of Wallimage and three external experts then studies the submissions and formulates a recommendation for the Wallimage board of directors. For this first new look session, two projects were selected which will be co-financed by the Walloon fund in the form of a (non-refundable) grant.
During the information session organized in Namur by Wallimage, to prepare Belgian professionals for Pixel Lab, held in July in Belgium, Wallimage Coproductions’ scintillating manager Stéphanie Hugé announced the laureates of the first 2013 Crossmedia session.
The first submission centred around L’Écume des Jours, Michel Gondry’s adaptation of Boris Vian’s world. The Crossmedia project, brought to us by Scope Pictures, presents a website with four entry points, which will follow the rhythm of a rather surprising concept, of the struggle against time which is one of the themes of the literary work. We won’t say anything more, though.
In addition to this, there will be a Facebook app, interaction with existing media and an off-kilter presence on the social networks to complete the action led by Creaxial, previously in charge of the campaign around Il était une fois une fois. New is that this time, Scope Pictures obtained the support of the French producers, so the promotional activities will be extended abroad. For the Wavre-based company, this is a terrific international presentation. Obviously the development of Walloon companies, within and outside of our own borders, is an extra incentive completely fitting the framework of the Wallimage actions.
The finished project definitely encourages d a dive into a world imagined by Vian and Gondry and hopefully this will be the case for potential cinema-goers. Additionally, it is also a terribly pedagogical project, which for us is one more reason to like it.
The second project was submitted by Frakas and K-Web for Moroccan Gigolos, whose shoot was just wrapped up in the Liège area. It is inspired by the theme and humour of the film, the story of three slackers who want to find the money to open a snack bar, and find nothing better than to open a gigolo bureau for older ladies. Even much older ladies.
The submission is divided into several modules around a very original website, as well as some very inventive actions mixing the virtual world and reality. Their operation will demand a serious time investment, but it should hopefully pay off in terms of success in cinemas.
The Wallimage Crossmedia investment line, now accessible three times a year, will reopen on 10th of June for producers who wish to explore new paths in order to captivate the attention of a Belgian, French-speaking public which is said to be disinterested in its own films. In other words, there are three months left to find just that genius idea which will tickle the imagination of both cinema lovers and other viewers.
