The story, setting, and director are clearly Canadian, but the promotional machine surrounding the release of Mort Ransen’s Margaret’s Museum has international written all over it.

The dark dramatic love story grounded on the shores of Nova Scotia was directed by Mort Ransen, a Quebecois filmmaker now based in Vancouver. It will be distributed in Canada by Malofilm Distribution in January, riding the momentum of its 11 Genie nominations and the Jan. 14 awards show.

Winning The People’s Choice Award at the Atlantic Film Festival and the Federal Express Award For Most Popular Canadian Film at the Vancouver International Film Festival has raised the profile of Margaret’s Museum within the film industry. But in terms of the popular audience and international sales, the star power of lead Helena Bonham Carter is what Peter Wertelecky, vp of distribution for Malofilm, calls ‘our ace-in-the-hole.’

‘With Canadian films, you always look for some kind of hook, and she is it for this film, supported by a strong performance by Kate Nelligan. Bonham Carter is well known in English-speaking territories, and since the Merchant Ivory films she has starred in play all over the world, there will be a recognition factor in the non-English-speaking markets.’

In Canada, the $4.5 million film will launch at the end of January supported by advance ads running in print and radio, and trailers on tv. Malofilm, too, is in the process of confirming that Bonham Carter will make a cross-country pilgrimage to coincide with theater openings.

A gala screening in Glace Bay, n.s. (setting of the story), is also in the works, a bit of an organizational challenge because the city has no theaters. But there’s a possibility of moving a projector into the town’s live theater auditorium and setting the event up there, says Wertelecky.

The film will target a general audience, true to the idea from the beginning, says Ransen. ‘The subject speaks to everyone and we felt if we were able to attract profile talent we’d be able to attract an international audience.’

According to Ransen, it’s not just Bonham Carter’s reputation that will propel the marketing efforts, but more so her performance in the film, which is night and day from her more pristine characters. ‘She’s extremely raw and tough, different than she’s been in any other film. Her performance and the critics’ reaction to it will be at the center of the marketing campaign.’

Come January, any Genie winnings will join the list of Canadian awards and one American, Best Picture at the San Sebastian International Film Festival, where Susan Sarandon presented Ransen with the award, ‘a personal thrill for me.’

Left of center of the American awards process and the increased profile of the film south of the border, a Genie nomination is ‘extremely important because it’s voted on by your peers, an indication of the reaction from writers and directors and others that know the business of filmmaking best,’ says Ransen.

It also can’t hurt with the marketing prospects in Canada, he adds. Although the publicity campaign will be comprehensive for Margaret’s Museum, Canadian films generally benefit from the awards exposure, which combined with advertising may beef up typically dismal Canadian attendance at homegrown films.

‘The most important thing in the distribution of a film is making sure people know about it and want to go to it. Something like 11 Genie nominations is terrific support for our publicity budgets.’

Presales continue, with two foreign territories signed, says Wertelecky. Details were not available at press time.

Margaret’s Museum received 11 nominations in total: best picture, best direction for Ransen, Vic Sarin for best achievement in cinematography, Ransen and Gerry Wexler for best screenplay, best performance by an actress in a leading role for Bonham Carter, best performance by an actor in a leading role for Clive Russell, Kenneth Welsh for best performance by an actor in a supporting role, Nelligan for best performance by an actress in a supporting role, William Fleming and David McHenry for achievement in art direction, Nicolette Massone for achievement in costume design, and Milan Kymlicka for achievement in music.