She added, “We get behind festivals but on the other hand we are also rethinking our future right now as we take into account what is actually the best way to help our films get out there.” Anatomy of a Fall
from director Justine Triet, noted that having a film win big at a major international film festival was a big driver for pulling in international audiences. Jamison said: “I know that Neon [the film’s U.S. distributor] did a little test screening for Justine Triet’s film [] for 250 cinemagoers in the United States…and the number one driving force for them to go was the Palme d’Or. And that’s really changed in the last few years.”
TrustNordisk’s managing director Susan Wendt said it was important to have a strategic overview for the journey of a film and not just go for festivals that are happening when a film is ready. “It’s really important not to just say, ‘Ok the film might be ready for autumn so let’s go for the autumn festivals’ but to really evaluate creating the right festival platforms for the films.” , starring Mads Mikkelsen, she said: “The thinking was very strategic from the beginning.
She cautioned that it’s not a one-size-fits all approach for international films: “We are really trying to be very careful with that and I have huge discussions with producers about this.”