On the initiative of Cookie Box, a cutting-edge business consultancy, yesterday morning José Luís Rebordinos, José Luís Cienfuegos and Àngel Sala respective Directors of the San Sebastian, Seville and Sitges Film Festivals gave a press conference at Barcelonas Verdi Park Cinemas to announce a new cinema& company section to be launched by all three festivals this year.
With Toni Ulled Director of Fotogramas as the moderator, and the participation of Sergi Corbeto founding partner of Cookie Box the press conference began with an explanation to all present of the fundamentals of cinema and companies or draManagement; A new audiovisual format using the full narrative potential of film to help companies convey messages in the most emotional and memorable manner possible. This is a new tool for internal business communication, clearly pedagogical in nature, which can be used to develop talents, lend strength to corporate messages or convey the social awareness and values of organisations.
Without rejecting the production of feature films and fiction shorts already used to date by certain companies, and in case there were any doubts as to its difference from advertising films, Corbeto clarified: We are not an advertising agency and draManagement does not seek to empower brands; rather, it is a question of empowering people and conveying internal company values.
Speaking unanimously, the festival directors referred to the absolute need, the almost obligation of their positions, to commit to innovation, to seek new kinds of cinema, new audiences and, of course, new financing channels; hence their support for the Cookie Box initiative. They further expressed their backing of cinema and companiesby launching a new section in their programmes for all companies who wish to make this kind of film.
Specifically,in the words of José Luís Rebordinos we are looking for new formulas, and if we come across an idea to entice companies into the world of film, bring it on! This kind of films has a long road ahead of it and we in San Sebastian want to be by its side.
José Luís Cienfuegos explained that the first time I heard about draManagement I wondered how business language could fit in with the cinema; then I understood that we have to reinvent ourselves and open out towards new disciplines and new enterprising modes. I was initially attracted by the creative ambition of Cookie Box and, of course, finally decided to support the initiative.
Àngel Sala ended, saying: we are obliged to create communication channels with businesses; film has traditionally turned its back on industry, and perhaps if things had changed before now cinema (and culture in general) would not be in its present complicated situation. We must constantly revise the Festival to prevent ourselves from falling into a rut. If we want cinema to have a future, and we want to give an opportunity to young talents, we must back the application of film to other areas; in this case to business language.
The press conference ended with a debate on how cinema is financed; the need for public subsidies and a demand by the Festivals for an urgent law on patronage, but also of course for the need to open doors to other collaborations. Cinema andcompanies is a win-win situation for all involved; the companies will find a new and more effective communication tool thanks to the power of cinema; cinema will draw on new experiences, and there will be new opportunities for young talents plusa new financing channel. A new future for film, a long road ahead for cinema andcompanies, or draManagement.