case study:

são paulo international film festival

Held annually since 1976, the São Paulo
International Film Festival (33ª Mostra
Internacional de Cinema em São Paulo) pays
special attention to new filmmakers and the
most representative productions from
around the world.

In 2009, we teamed up with the Festival to

spotlight them on The Auteurs website and
bring them exposure to over 150,000 of our
registered members plus their network of
friends.

how this was accomplished…

São Paulo Festival Page
A Festival Page was built containing information for all
375 films that were part of the 2009 program.
Film Page
Each film page provided access to cast, crew, synopsis
and technical specifications...
Film Page, cont.
...as well as interactive features like "add to favorites,"
"I want to watch this," ratings and reviews along with
dynamic features such as fans, related Notebook
articles, related films and related postings in The
Auteurs Film Forum.
Online Cinema Page
The most interesting element to this partnership was
making 26 of these films immediately viewable for
free to Brazilian cinephiles for the duration of the
event, Oct 23 - Nov 5. To help push this notion of a
virtual version of the Festival an Online Cinema Page
was built containing information about the São Paulo
International Film Festival as well as providing instant
access to the films.
Online Cinema Page, cont.
These films streamed to the first 300 viewers once
they unreeled in theaters in São Paulo, giving anyone
in Brazil the opportunity to indulge in the Festival's
offerings from the comfort of home.
The Viral Loop
Another added benefit was the ability for these users
to interact with others through reviews on the film's
page or in forum posts relating to the Festival in
addition to the viral effect of users watching, rating
and "favoriting" films that would, by choice, be
broadcast on Twitter or Facebook.

This viral loop effect of a user's network of friends

seeing this activity in their social network streams
helped bring awareness to the Festival that once was
not as easily accomplished or possible.

Facebook Stream Twitter Stream

What was the result?

• Over 33,000 visits to The Auteurs from 176 cities

in Brazil
• Over 33,000 views of the São Paulo Festival page
• Over 13,000 views of the São Paulo Online Cinema
page
• Over 2,300 film views

Press Coverage

• http://info.abril.com.br/noticias/internet/assista-a-filmes-
da-mostra-de-cinema-na-web-26102009-4.shl
• http://catracalivre.folha.uol.com.br/2009/10/rede-social-
para-cinefilos/
• http://guia.folha.com.br/cinema/ult10044u642219.shtml
"People say the internet can disperse
the attention of spectators and
compete with cinema, but she is also a
great ally in promoting films."

—Renata de Almeida and Leon Cakoff, the Mostra directors