Building sustainable film businesses: the challenges for industry



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June 2012

Building sustainable film businesses:  

the challenges for industry  

and government

An independent research report 

from Olsberg

SPI 


sponsored by Film i Väst,  

PACT and the  

Swedish Film Institute 



© 2012 Olsberg•SPI

For further information please contact:

Jonathan Olsberg

Olsberg • SPI

Suite 36, Pall Mall Deposit Studios

124–128 Barlby Road

London W10 6BL

United Kingdom

t  +44 (0)20 3176 4844

e  jonathan@o-spi.com



www.o-spi.com

This report was prepared by the UK-based 

international strategy consultancy



Building sustainable film businesses:

the challenges for industry and government

3

Building sustainable 



film businesses:

the challenges for industry 

and government

An independent research report 

from Olsberg

SPI 



sponsored by Film i Väst,  

PACT and the  

Swedish Film Institute 



Building sustainable film businesses:

the challenges for industry and government

4

Foreword from  



the sponsors  

The challenge of creating sustainability in the 

independent film sector is an issue for every  

country, not just Sweden and the United Kingdom. 

The structure and economics of film production  

are not particularly well suited to building 

sustainable companies wherever one is situated 

around the world. Although this is a problem easily 

recognised, it is far from clear how to address it let 

alone devise solutions, whether for the companies 

themselves or those public sector agencies which 

support the film industry.

So when we were approached by Jonathan Olsberg 

with the request to sponsor a new, thorough study 

into the topic we immediately saw an opportunity. 

Not just to get the report written, but also to 

stimulate a discussion on a much wider platform 

both within Sweden and the UK and around  

the globe.

We hope that you, the reader, find the report to be 

a useful contribution to the debate. We certainly do 

and we are eager to engage in that debate with you.

Section 10 of the report contains information about 

our organisations and how to contact us and we 

look forward to seeing the dialogue expand.

Tomas Eskilsson

Chief Executive  

Film i Väst                                          

John McVay

  

Chief Executive



Producers Alliance for Cinema and Television

Charlotta Denward

Director of Production and Promotion

Swedish Film Institute



Introduction from 

Jonathan Olsberg

Ever since we opened our doors in 1992 the 

question of how to find the elusive solution to 

creating viable, sustainable, independent film 

businesses involved in feature film development 

and production has been constantly on our minds. 

Is the idea of a healthy, vibrant, independent film 

sector a holy grail that can never be achieved? How 

do film companies become successful, wherever 

they are situated around the world? And how can 

governments adapt their policies to achieve greater 

sustainability in the light of uncertainties over 

financial realities and digital change?

We wanted to take a fresh look at these issues and 

provide our own thoughts and hopefully some 

solutions, hence this report. 

We are hugely grateful to our three sponsors, Film 

i Väst, PACT and the Swedish Film Institute for their 

interest in the topic and willingness to make this 

report possible, although we take full responsibility 

for its contents. We thank them for permitting us 

to express our own opinions and perspectives and 

hope they are pleased that they did so. Do they 

endorse all of our views – you’ll have to ask them!

SPI has been examining the issue of sustainability 

for many years on behalf of its clients wherever they 

are around the world. This has involved advising 

individual companies on their plans for growth and 

helping public agencies support independent film 

businesses without making them totally dependent 

on public subsidy. 

The problem is a perennial one, and will not be easy 

to solve, particularly in the current financial climate. 

However, it is the tough economic environment 

itself which has led us to believe that now is 

absolutely the right time to look afresh at the issue 

of sustainability. The global financial crisis has led to 

very deep cuts, in many countries, in public funding. 

So perhaps now it is even more relevant to stimulate 

renewed efforts to help the film industry establish a 

refreshed business model; a model which will enable 

successful companies to leverage investment from 

the private sector and therefore lessen dependency 

on the public purse.

Building sustainable film businesses:

the challenges for industry and government

5



Contents

Section 1.0 

Executive summary 

8

1.1  Introduction 

8

1.2  Research and information  



  

 

provided in the report 



8

Section 2.0

Building sustainable  

film businesses 

9

2.1   What is a sustainable film  

  

 

business? 



9

2.2  Definitions of sustainability 

9

Section 3.0

Success factors for building 

sustainable film businesses 

10

3.1  Sharing in downstream  

 

revenues generated by  



  

 

successful content 



10

3.2  Achieving diversified  

 

revenue streams 



11

3.3  On-going relationships with  

  

 

successful talent 



11

3.4  Strong, dynamic leadership  12

3.5  International and corporate  

  

 



business relationships 

12

3.6  A supportive and consistent  



  

 

public policy environment 



13

3.7  Having more than a fair share  

 

of luck! 



13

Section 4.0

Why Governments invest  

in the film sector 

15

4.1  Production spend:  

 

the ‘Multiplier Effect’ 



15

4.2  Employment generation 

16

4.3  Skills and talent development 16



4.4  Direct investment return 

17

4.5  Export earnings 



17

4.6  Increased tourism 

18

4.7  National brand building 



18

4.8  Film as a driver of the  

 

creative economy 



18

Section 5.0

Public support for film 

19

5.1  Current trends in incentive  

  

 

‘rivalry’ 



19

5.2  Tendency to focus on projects     

 

over companies 



20

5.3  European Competition Policy     

 

(State Aid) 



21

Section 6.0

Success factors for public systems  22

6.1  A holistic range of initiatives with  

 

consistent levels of support  22



6.2  Project-based support that  

  

 



motivates activity by  

 

rewarding success 



23

6.3  Where broadcasters are  

  

 

mandated to invest in  



 

independent content 

25

6.4  Uses of levies and quotas 



25

6.5  Systems that combine well  

 

with those in other countries  26



Section 7.0

State of the markets 

27

7.1  Understanding today’s  

 

audiences for film 



27

7.2  Global markets meta-analysis  28

7.3  Distribution trends 

28

7.4  Production trends 



28

7.5  Public source funding 

30

Section 8.0

How digital innovations are 

changing the film business 

31

8.1  Understanding fast-moving  

  

 

changes in consumer  



 

behaviour 

31

8.2  New opportunities to create  



  

 

relationships with brands  



 

and the advertising world 

32

8.3  Evolving patterns in windows,     



 

formats and other forms of  

  

 

‘distribution’ 



33

8.4  Breakthroughs in digital  

  

 

production 



34

Section 9.0

Where do we go from here? 

35

9.1  Achieving ‘investment  

 

readiness’ 



35

9.2  Think company not project 

35

Section 10.0

About the sponsors 

36

Section 11.0

About Olsberg



SPI. 

37

Section 12.0

Appendices 

39

10.1  Australia 

39

10.2  Brazil 



41

10.3  France 

43

10.4  Germany 



45

10.5  Singapore 

46

10.6  Sweden 



48

10.7  United Kingdom 

50

Thanks 

54

Building sustainable film businesses:

the challenges for industry and government

6



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