japanorama Cultural Policy
japanoramaCultural Policy
Bridge the gap between Belgian public and Japan◦ As accessible as possible
Original idea:◦ Exhibition◦ Several cultural aspects
Difficult to implement◦ Which aspects?◦ Not practical
Project presentation
Not unique Kept the concept, changed implementation Film:
◦ Best medium◦ Appeals to a variety of audiences
Originally popular filmgenres◦ Rejected◦ Focus on cultural and social aspects, not film itself
Work around themes
Week of film every day a specific theme◦ Romance
Shall We Dance? Norwegian Wood
◦ Japanese Cuisine Tampopo
◦ Animation Ponyo Origin: Spirits of the Past
◦ Slice of Life Kikujiro Departures
◦ Society Bashing Nobody Knows
Classics and new productions Award winning and unknown Workshops and Japanese cuisine Educational way to:
◦ Confront◦ Appreciate ◦ Japanese culture and society◦ Through entertainment and relaxation
As accessible as possible for all cultural layers
Work out concept Decide which language for which film
◦ Children: Dutch translation◦ Adults: Japanese with English or Dutch subtitles
Procure sales quotes Budget Search for venue
◦ Cinema ZED Too expensive Not available
◦ Kinepolis Affordable Enthusiastic & helpful
Project Realisation
Contact film distributor Bevrijdingsfilms Small changes to basic concept
◦ Less workshops◦ Different workshops◦ Different films
Decide marketing plan All necessary sales quotes received draw
up budget Decide & approach sponsors
◦ With grant proposal
Communicate that japanorama is:◦ very accessible ◦ enjoyable ◦ way to learn about the Japanese culture and
society. New and better understanding
Communication plan
Target Group◦ Students◦ Non- students◦ All age groups◦ Affiliated with Japan or have an developed
interest in Japan◦ People with no previous knowledge of the
aforementioned Strategy
◦ Posters (500 pc) Throughout Leuven Send to organisations affiliated with Japan
◦ Flyers Paper flyers (5000 pc)
throughout Leuven handing them out at student venues spreading them in local businesses. outside of Leuven by sending them to
organization affiliated with Japan. Digital flyers
spread through the websites of organizations affiliated with Japan.
◦ Brochures (2000 pc) Same spreading as flyers Programs
◦ Written press De Standaard regional Het laatste Nieuws region Hageland Veto (student newspaper) Eoos Express (Japanology newspaper)
◦ Word of mouth go to the classes of Japanology Highten awareness in own faculty
◦Website◦Social media
Facebook Twitter
◦ Website Japanology◦ E-mail campaign
Planning◦ Flyers, brochures & posters
from 2nd week of April to 2nd week of May◦ New media
from 1st week of April to 2nd week of May◦ Newspaper
from 4th week of April to 1st week of May◦ E-mail campaign
from 3rd week of April to 2nd week of May◦ Website
online from March
Market analysis◦ Events in the same time period
VAART creatiefestival 10-12 May Japan on stage 8-9 May
◦ Exam period Similar events
◦ Japan –Square in Ghent. ◦ Netherlands
Japan Camera Dejima film festival
Marketing plan
USP◦ Film variety:
Each day two films Different themes: romance, food, animation, slice of
life, society One classic/older & one recent production Award winning & less known films for children and young adults.
◦ Extra entertainment Walking dinner Workshop japans toys: Kendama. Make-up
◦ Location Leuven Accessible
public transport by car
Host to other film festivals International connections
◦ Kinepolis Most well known cinema in Belgium Offers professional viewing experience
Price◦ Different prices
Main price: 7€ Reduction price: 6€ Combi ticket: 12€ Reduction combi ticket: 10€ Maxi ticket: 45€ Workshops and walking dinner: + 3€
Reduction price: for students Combi ticket: for two films (same day) Maxi ticket: for all films
Turnout◦ minimum of 60 visitors per film◦ with a total of 540 people◦ hope to have 100 visitors per film
900 people during the entire week
Marketing strategy◦ Variety offered◦ Films suitable & interesting for all ages◦ Extra entertainment ◦ Accessibility of the chosen medium ◦ Varied ticket prices ◦ Able to reach large audience
enjoy a night out at a reasonable price learn about a whole new culture and society learn more
Subsidies◦ City of Leuvendeadline 30/09◦ Flemish Communitydeadline 30/09◦ Japanese Embassy deadline 30/09◦ Culture Committee KULeuven
Grant proposal Private Sponsors
◦ Companies with ties to Japan◦ Companies known to sponsor student events
Refusal◦ No link with event beside affliation with Japan◦ Don’t sponsor events organised by individuals◦ Financial crisis◦ End of legislative year (all funds already locked)◦ No sponsorship given this year
Strengths ◦ Accessibility◦ Variety◦ Movies◦ Additional activities◦ Educational◦ Entertainment◦ Charity◦ Social media
Weaknesses◦ Expensive◦ Financial crisis◦ Difficulty funding◦ Bad timing◦ Copyright◦ Availability◦ Inexperience◦ Problems with subtitles
SWOT/Practical problems
Opportunities◦ Bridging a gap
West meets East◦ Experience
Threats◦ Similarity
Other Japanese festivals
◦ Financial crisis low turnout stays theoretical
First steps Gain experience Inexperience with
◦ Grant applications◦ Organising event of this scale
Problems with timing & planning Loss of teammate Event was possible on smaller scale
◦ Do away with entire concept
Conclusion & Self Evaluation
Changing concept: unthinkable Keep it theoretical Current financial climate
◦ No sponsorship for events organised by individuals
High hopes A pity Basic concept can be used by next year’s
students
Thank you for your time!