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The Audience Design Lab 2023

Audience Design is an important and vital step of any film's development process - helping teams understand their route to audiences. It can also be applied at completion stage for those looking to strategise their path to market and pitch to decision makers.

Our Audience Designers are all experts in their fields, with decades of combined experience in international sales, distribution, development and commissioning throughout Europe. They each bring their local knowledge and expertise and will be paired with one team each.

At the end of this Lab, the film teams will leave with:

  • a better positioning of their film in the marketplace
  • a logline and synopsis that reflects the film accurately
  • a plan of action on what next steps to take (festivals, sales agents, distributors)
  • an insight into their target audience through personas, user-journeys and data insights
  • clearer goals and intentions for their film's outward journey

This workshop is for a team of up to 3 persons. We recommend a base team of Producer + Director, supported by a third member of the film such as Co-Producer / Writer / Executive.

For projects in development, it will be most beneficial to teams that have developed their projects far enough that they can be clearly defined in terms of story, genre and thus audiences.

  • Feature-length Fiction or Documentary or Animation films
  • All genres and languages welcome (but EN subtitles must be provided)
  • Either in late development or completed (we will accept picture-lock)
  • Team consisting of the film’s Producer and Director
  • The Institute is aiming for gender parity, so strongly encourages female team.

We are keen to promote equality across all its training programmes with a focus on inclusivity across gender, abilities, ethnicity and socio-economic status.

More information