Artova Film Festival 2012 opening

The opening film of the third annual Artova Film Festival was viewed by more than 120 people on the 7th of September, slightly fewer than last year. This year, we had a veritable treat before the opening film: Nutty Tarts’ fresh performance Middleclassjazz brought people in as much as the opening film.


AFF opened with a touching and beautiful film Even the Rain. The choice was done on the eleventh moment but fortunately everything turned out for the best and we had time to advertise and attract a crowd. Even the Rain was directed by Icíar Bollaín, it has won three Goya awards and was the Oscar submission of Spain. The leads are Luis Tosar, who does his best performance, and the ever so dreamy Gael García Bernal.

The film starts when a Spanish film crew arrives in Cochabamba, Bolivia, to shoot a film of Christopher Columbus and how he enslaved the indigenous people of the New World. Because the production is short of funds, they want to hire cheap local actors and extras. The problems start to pile up when plans to privatise water stir conflicts. One of the Bolivian leads hired by the crew is the leader of a local protest movement, which draws the Spanish crew into the conflict as well.


The film takes place far from Finland but the humanity of its themes pluck at Artova’s heartstrings. There is hardly anyone who could belittle the importance of local democracy and the equality of all people. Icíar Bollaín, one of the most exciting new names in direction, shows how deep scars exploitation and injustice can leave. The element of form, which is a central theme of AFF 2012, is strongly present in this film about a film.


In other words, the perfect choice. As said, however, the decision was made just before the event and there was only a week for advertising. We used the traditional methods and the social media for promoting the festival and were happy to see so many people in the opening.





Translation by Pigasus Translations.

This entry was posted in Artova Film Festival AFF, Prosessin hallinta / Process management, Prosessin kulku / Process development, Suunnittelu / Ideointi / Planning / Brainstorming, Viestintä / Markkinointi / PR / Marketing and tagged . Bookmark the permalink.

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