In what marked the first meeting between the two associations in history, the Canadian Association of Film Distributors and Exporters and the Motion Picture Theatre Associations of Canada got together late last month in Toronto and devised five key initiatives to increase the promotion, and hopefully the performance, of Canadian films.

‘It was the first time senior players in both sectors [distribution and exhibition] met face to face with an opportunity to express their views,’ says Richard Paradis, head of cafde. ‘Now neither party will be able to blame the other when the job isn’t done,’ says Paradis, who adds that the two associations are acting together ‘in light of’ but without the prompting of Heritage Canada’s Feature Film Policy Review.

‘It was a great meeting and we’re very pleased with the initiatives that we came up with,’ says Dina Lebo, mptac executive director.

Out of the one-day summit came a plan to hold special Ottawa premier galas of Canadian feature films for government types. The screenings would be similar to the high-profile unspooling of The Red Violin at the National Arts Centre Dec. 8, but would use regular downtown movie theaters as a venue.

Perhaps more important is a plan to create ‘generic trailers’ to run in Canadian cinemas promoting Canadian films with scenes from past and upcoming releases.

The two associations also plan to continue two successful events at ShowCanada, the annual conference/trade show that attracts exhibitors and distributors from across the country, being held this year in Charlottetown, p.e.i. May 8-13.

Launched last year, a workshop on how to market Canadian films will take place again in Charlottetown. The workshop teams up distribution, exhibition and marketing experts with synopses of upcoming Canadian feature releases and asks them to come up with creative marketing and promotional campaigns, working within the realities of Canadian budgets.

In addition, Lebo has invited Canadian theatrical distributors to have more input in the selection of the annual ShowCanada Award, presented to the theater manager with the best promotion campaign for a Canadian film.

The meeting also spawned the rebirth of the Canadian Project Picture Initiative. First launched three years ago, the initiative asks exhibitors to create a broad awareness of a selected upcoming Canadian film, regardless of whether they will be screening it, with promotion through posters, trailers, etc.

Norstar’s Saltwater Moose was the first and only benefactor of the program. A working committee has been formed to select the next film and a regional and/or national promotional strategy.

cafde and the mptac plan to meet again this April.