Audience Strategies: Empowering Tools For Producers

Industry Insights - The EFM Podcast

Industry Insights – The EFM Podcast is presented by the European Film Market of the Berlinale. Hosted by industry analyst Johanna Koljonen, it delves deep into the rapidly evolving film industry.

In this episode guest speakers Isona Admetlla, Valeria Richter and Paola Wink explain what audience design, audience development and audience strategy mean to them. They share their experience with Audience Development Strategy and demonstrate how it can become an essential tool throughout the development and distribution of a film, making the whole process more creative, efficient and sustainable.

Scriptwriter and coach Valeria Richter works internationally since 2006, where she writes and consults on feature films/TV series, develops lab/script concepts, and specialises in pitch coaching. She has headed 50+ workshops since she in 2008 was part of creating renowned training outfit, TorinoFilmLab (TFL) where she created the outreach approach, Audience Design in 2011, writing a free e-book on this strategic concept in 2018. She premiered an 8-part TV drama series Next of Kin as head writer/creator in Finland 2022 (on Elisa Viihde Viaplay). With Helene Granqvist, she runs a sustainability, inclusion and leadership focused project lab and network concept, New Nordic Narratives, through their joint outfit, Nordic Factory.

Paola Wink is a CEO and producer at Vulcana Cinema (Brazil). She produced features such as El Empleado y El Patrón premiered at Quinzaine des Réalisateurs in Cannes, Castanha and Rifle, both premiered at Berlinale Forum. She's a member of EAVE.

Isona Admetlla is a Sociologist and Cultural Manager. Lecturer and Audience Design Consultant. Born in Barcelona, she is based in Berlin since 2001 and is the coordinator of the Berlinale-World Cinema Fund. Additionally she works for festivals, funds, universities and training initiatives and her areas of expertise include audience design strategies, evaluation of feature film and documentary projects as well pitch training and project development in the form of lectures, workshops, master classes or tailor-made programmes mostly in Europe and Latin America. She is also EAVE and TorinoFilmLab Alumni.

The host Johanna Koljonen is a media analyst, broadcaster, and experience designer based in Sweden. She is co-founder of boutique consulting firm Participation Design Agency, and the author of the Göteborg Film Festival’s annual Nostradamus Report.

This podcast episode has been developed in partnership with the World Cinema Fund.

The Berlinale’s European Film Market is the first international film market of the year, where the film industry starts its business. Industry Insights - The EFM Podcast puts a spotlight on highly topical and trendsetting industry issues, thereby creating a compass for the forthcoming film year. The year-round podcast is produced in cooperation with Goethe-Institut and co-funded by Creative Europe MEDIA.