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The International Federation of Film Producers Associations (FIAPF) is the official governing body of film festivals. Yet little is known by film fans about its functions and services. Its Director General, Benoit Ginisty, throws some light on his organization’s activities in this exclusive interview with Daily News. In talking about the Shanghai International Film Festival, Mr. Ginistry said “It’s growing and doing a better job.”
Daily News: Can you briefly introduce the role of the FIAPF?
Benoit Ginisty: The first impression that FIAPF gives to audiences is that it is an organization related with film festivals. In fact, its primary task is to attract the attention of filmmakers from all over the world, forming an alliance-like family, promoting the development of the film market and assisting in film festivals. We have members and established branches in 27 countries, like China, India and Japan.
Daily News: What does FIAPF provide for film festivals?
Benoit Ginisty: There are four or five thousand film festivals all over the world. Our job is to provide a norm and standard reference. For example, if a foreign film has been brought to A-level platforms like the Shanghai International Film Festival, our norm stipulates that from receipt of the film to its departure from the film festival, the organizing committee will ensure its safety, save this film in a proper place and prevent it from being pirated. This is a basic requirement. More importantly, we are to provide an open and ordered platform for the global film industry. For example, if a Chinese company wants to release its film in South America, but it has no idea of the distribution channel, we can use our experience to give advice on what kind of film festivals in South America are suitable and where are the markets.
Daily News: Just now you mentioned the market. People always associate filmmakers with commerce, but films are works of art and cultural communication. How does FIAPF strike a balance between these two?
Benoit Ginisty: This is a key problem. The film festival is a festival of culture, especially in the eyes of ordinary audiences. We try to bridge the film festival with the market, like balancing the commercial and artistic aspects of films. Therefore we set up an access principle 40 years ago: all filmmakers who want to join the FIAPF must be able to respect the film festival as a communication platform. This ensures a better service for film festivals in different countries. After all, besides the artistic charm, film festivals are also good platforms for exposure. A filmmaker needs to have an eye for young talent, for the influence of new technologies and for the unique culture and folklore of his country.
Daily News: What about the Shanghai International Film Festival? Is it your first visit to this festival? How do you or the FIAPF regard the Shanghai International Film Festival which has a history of 15 years?
Benoit Ginisty: I came to Shanghai once in 2006 when the film festival and TV festival were a single event. The festival was held in Pudong where transportation was not as convenient as it is now. But the Shanghai International Film Festival has been growing which everyone can see. The service is excellent, meticulous in every detail. Even a common service pamphlet is very well designed. Of course, the most important aspect of a film festival is its attractiveness, so that filmmakers all over the world are willing to come. So innovation is very important, whether in the film or in the service. Only when you take the lead can you attract others’ attention.
Daily News: The Shanghai International Film Festival has been held 15 times in the past 20 years, but compared with the famous film festivals in Europe there is still a gap. What do we need to learn from them to make progress?
Benoit Ginisty: Many European film festivals have lasted several decades. That is why they have such huge influence. The Shanghai International Film Festival started late, but it has developed well and, after all, there is a big market in China. I heard there are eight movie screens being added in China every day. It’s amazing. The increase of screens and boom in the film market will promote the film festival’s development.
Daily News: The Chinese film market, as you mentioned, is booming. Since you have been in Shanghai and have experienced the film atmosphere in China, what is your advice for the future development of the Chinese film industry?
Benoit Ginisty: The Chinese film market is really huge. Many Hollywood films have made great success here. But we still hope that this potential market can be more open, to let more outstanding films be shown on Chinese screens. In addition, the Chinese film market should try to extend its downstream channels to develop more derivative industries. As far as I know, 90% of the profit comes from ticket selling for Chinese films, whereas outside China, it would only be 30% to 35%. Hollywood has a complete “time window,” from copyright selling to development of associated products, tapping the market potential step by step.