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!