1 October 2013 2:04 AM, PDT | ScreenDaily | See recent ScreenDaily news »

Swiss Films promotional agency to restructure in 2014.

The new head of national promotion agency Swiss Films says filmmakers should start thinking about how their film will be promoted from the minute they start working on it. “We’re trying to find out what the story will be at the beginning…promotion should be starting from day 1,” says Swiss Films director Catherine Ann Berger.

She wants Swiss Films to be able to work with directors and producers as they are making films, and in the editing room. “It’s trusting the experience of many people who have worked in the field for a long, long time.” She says getting world sales companies on board for Swiss films earlier can also help landing slots at major festivals.

It’s a change in attitude from how European arthouse filmmakers are accustomed to working. “It’s a different approach to European auteur filmmaking. They want to keep the reins as long »

- wendy.mitchell@screendaily.com (Wendy Mitchell)

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