Interview with Amélie Chatellier, executive officer of L’Agence du Court Métrage by Kinow.
What is «BrefCinema.com»? What kind of content is broadcast?
The site www.brefcinema.com is published by the magazine Bref, published by L'Agence du court métrage since 1989. Bref is the only magazine devoted to short films and aims to create a link between those who make short films, those who distribute them and those who watch them. In 2016, Bref changed form and turned into two new formats: the form of a "Magbook", a semi-annual review of 156 pages with the next edition is release on 12 May and in on the other hand, an enriched digital formula: the Brefcinema.com site, where specific editorial content (articles related to short film news) is edited and for subscribers, regularly updated online short films. To summarize, Bref, it is a magazine and films online, to discover the best of the short film. Bref works on subscription, with an annual subscription (50 € / year) or per month without commitment (5 € / month). The first month is free.
Who is it for?
The site is aimed at all curious film-lover, who want to discover short films. It should be remembered that while the short film is well distributed in France - in cinemas, festivals, but also on television, in catch up - it nevertheless remains that these are works with more difficult access. Bref addresses itself for all amateurs of the 7th art, curious to discover the best of the short film. We also reach professionals in the sector by sending out a dedicated newsletter twice a month.
3) How did you come up with the idea of completing the magazine Bref with VOD powered by Kinow?
Previously, Bref was published with a DVD that complemented the magazine, then in quarterly publication. But the DVD, which was the subject of the 20th century, seemed to us a bit outdated and did not always allow, for technical reasons, editorial, financing of the DVD, to show all the films that we wanted to show. In addition, we had at L'Agence du court métrage a subject of reflection, necessarily, around the Internet. There was talk of creating a VOD or SVOD platform to show short films because an association like ours could not cut itself off from this subject. Moreover, the ease of switching from DVD to VOD thanks to Kinow's turnkey solution seemed to be conducive to developing this aspect.
We have somehow "merged" the two projects, and it seems to me that one reinforces the other, Bref is closer to what is expected today from an online media, with rich contents associated, and what better for an SVOD platform than to benefit from the editorial skills of a team of journalists like Bref? Indeed, we believe in hyper-editorialization: in a digital world where more than 300,000 short films are referenced on YouTube, how can the viewer find himself? With Bref we chose to present few films (3 new films per week, about 150 films a year), but each film is accompanied by a critique, and later hopefully, bonuses and especially interviews with the directors or the artistic team of the films.
4) You offer more than 150 short films a year, how do you manage the beneficiary and the money transfer?
The Agence du court métrage has been working hand in hand with producers and assignees for 30 years, all of whom have been enthusiastic and have given us their approval for the project.
We buy each film with a guaranteed minimum of 150 euros per film, and a presence of 2 to 6 months on the platform. Then, there is a sharing of recipes with the beneficiaries on the recipes related to the platform, because the peculiarity of Bref is that the subscription also includes the 2 numbers of the "magbook". Revenue sharing is made possible by sales statistics and video statistics provided by Kinow. At the Agence du court métrage, we have an audiovisual sales department that has always defended the principle of a guaranteed minimum on films, rather than a strict 50% share of revenue, because the economy of the platforms does not guarantee, in our opinion, a fair remuneration for the works and their authors. We have therefore applied ourselves to this principle, with the establishment of the guaranteed minimum!
5) Your feedback on the participatory financing and on the "BrefCinema.com" market?
We did a participatory fundraising campaign on Ulule that raised 15,000 euros and generated about 1,000 new subscribers. It was a great success for us, especially since it was a first!
It may seem strange for a structure such as ours, L'Agence du court métrage, to embark on a participatory fundraising campaign, it is not in line with our "institutional" status ... We chose the option to do in another way: it was not only for us to raise funds to launch the project - which would have been done no matter what amount collected - but more to work on the reputation of Bref, to develop our presence on social networks and especially, to acquire new subscribers: the people who contributed on Ulule have in reality bought a subscription in "preview", and the amount was correlated to the duration of the subscription (from 4 € for a month to 100 € for 2 years).
6) What are your goals for Bref's future?
Expand the number of subscribers again and again! Open a space dedicated to music, which we will do very quickly thanks to a partnership set up with SACEM. Probably in the next few months we will be opening a space dedicated to children and young people, because we have a lot of short films for them, and we believe that the Internet does not really offer an interesting offer for parents who would like to offer their children other than cartoons transplanted on YouTube ... Think about the issue of an application, provided it really gives added value to our subscribers.
Thank you for your answers Amélie Chatellier. We will follow the next short films on the platform www.brefcinema.com!
Create your own VOD platform !