The discussion “Do it Right: From Concept to the Festival Circuit” took place on Wednesday, November 5, as part of the Agora Talks at the 66th TIFF. Addressing his opening remarks, Thanos Stavropoulos, Manager of Agora, warmly welcomed the participants and the audience, expressing his gratitude towards the Municipality of Thessaloniki for hosting the event at the Thessaloniki Music Center. Mr. Stavropoulos introduced the panel, which brought together Arianne Buhl (Film Agent/Festival Strategist – The Right Ones), Tajana Kosor (Festivals & Acquisitions – Heretic), and Dorota Lech (Film Curator – Toronto International Film Festival). The discussion was moderated by Pauliina Ståhlberg, CEO of the Helsinki International Film Festival – Love and Anarchy.
Pauliina Ståhlberg set the tone for the discussion, speaking about how early filmmakers should start thinking about festival strategy. Arianne Buhl emphasized the importance of having a clear strategy while remaining flexible and ready to adapt along the way. She mentioned that planning can begin very early in the process, even during production, when filmmakers can already define their festival goals. Tajana Kosor added that research should be done so that there is a benchmark to compare with. She advocated against beginning the festival strategy too early, stating that there should be something visually concrete before the planning starts. Dorota Lech noted that filmmakers often have a clear vision of where they want to premiere their films and how they hope to transition from festivals to theatrical releases. She also stressed the practical side of festival strategy, pointing out that submission fees must be carefully included in the budget.
The conversation then turned to the festival submission process. Lech underlined the importance of applying when filmmakers have the best version of their film, and Buhl agreed, emphasizing that it’s crucial to submit a version they feel confident about. The panel also discussed the need for filmmakers to research the festivals they’re submitting to. Kosor pointed out that while thorough research is essential, there’s no single “right” festival for every film, stressing the importance of staying open-minded and flexible. The discussion then shifted to major festivals and their influence, as well as the need to plan beyond the premiere and carefully consider screening dates. Drawing on her extensive experience curating film festival programs, Lech offered valuable insights into program selection, the challenges of finalizing lineups, and the importance of maintaining trust and respectful communication throughout the programming process.
The speakers also explored press management and the steps filmmakers should take when they lack a distributor or sales agent. They emphasized the importance of directors and producers being physically present at festivals, to network, study the market and build relationships for future collaborations, as well as the need to establish a clear strategy for their film.
