The long-awaited announcement of the Canadian Feature Film Fund by Sheila Copps, Minister of Heritage, was welcome news for Canadian feature film producers. Not only will it provide much-needed additional money for feature film production and marketing, it will also focus new ideas and renewed energy on this important area.

It is critical that the fund be administered in a way that is timely, efficient, equitable and accountable. As well, it must: recognize and reward success, invest in challenging and new projects, and actively support marketing and distribution efforts both in Canada and abroad.

To accomplish this, the Fund faces many challenges: to find a way to leverage the producers’ position in developing and making films to compete in an international marketplace; to break a lock on access to Canadian theatrical screens; and, to support and develop film production companies that have experience and a solid financial base. In order to do this, change from the current system is needed.

The funding and decision-making model presently in place for television will not work for film. It can conceivably be administered by Telefilm Canada, but the administration and schedule should be separate and responsive to the needs of the film producers. As well, it needs to be managed pro-actively and be accountable for the Fund’s success.

The majority of the funding should be invested through individual producers who have had experience and success with feature film. A simple and clear means test can determine who these producers are every year. An equal allocation of a base portion of the Fund would be made among these producers annually. As well, producers should be allowed to pool funds to finance larger-budget films and to use the funds anytime within a three-year period. The producers, not the Fund, should determine what is the best budget level and who the creative and commercial partners will be.

Success should be rewarded. The producers have the greatest interest in seeing their films marketed well. A simple formula could be put in place, such as 50 cents for every $10 of Canadian box office (with a cap of, say, $250,000) could be returned to the producer with a match of these funds for additional development funding. There would also be a reserve fund created for this program.

A portion of the Fund should be used to create national balance and to invest in new people. Without a doubt, the feature film world is constantly changing and it is one area where creative endeavor and innovation can come from anywhere.

A portion of the Fund should be used for strategic financing and marketing purposes. A national plan could be developed to make additional private, international, and commercial financing available to Canadian producers for both production and marketing.

The Industry needs to continue to actively lobby the governments of Canada for administrative and legislative changes that will make a difference to the success of feature films in Canada. If the goal is to increase the presence of our films on both national and international theatre screens, then we should seize this chance to make some changes to how the Fund will be invested. *

Christopher Zimmer is the president of Halifax-based imX communications, a producer and distributor of tv and feature films.