How to invite audiences in slide 0

How to invite audiences in

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    07-Aug-2015

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1. Opening the Book Ltd Rachel Van Riel www.openingthebook.com Inviting viewers in - a new approach to audience development 2. Opening the Book Ltd Traditional model of audience development 3. Opening the Book Ltd Traditional model of literature funding 4. Opening the Book Ltd Reader development model Is the best way of supporting writers to find them an audience? 5. Opening the Book Ltd Reader development is active intervention to: Increase peoples confidence and enjoyment of what they read Open up reading choices Offer opportunities to share reading experiences Raise the status of reading as a creative activity 6. Opening the Book Ltd Viewer development is active intervention to: Increase peoples confidence and enjoyment of what they watch Open up film choices Offer opportunities to share viewing experiences Raise the status of watching film as a creative activity 7. Opening the Book Ltd Example: Give me a break National promotion devised with libraries across Wales Current paperbacks in Welsh and English offering different kinds of break Targeted to 20-30s - how does reading fit in their lives? Book displays in libraries plus a website Funded by Arts Council Wales 8. Opening the Book Ltd 9. Opening the Book Ltd 10. Opening the Book Ltd The reading experience The reader-centred approach sells the reading experience and what it can do for you, rather than selling individual books or writers. This builds the audience for literature by moving readers beyond brand loyalty to individual writers, developing confidence and interest in trying something new. Could this work for film? 11. Opening the Book Ltd 12. Opening the Book Ltd 13. Opening the Book Ltd Free spirit 14. Opening the Book Ltd 15. Opening the Book Ltd 16. Opening the Book Ltd 17. Opening the Book Ltd 18. Opening the Book Ltd 19. Opening the Book Ltd Make audiences visible Collect comments, opinions, recommendations Use real people and their own words Show different types of people who watch Show different types of films people watch Example: guess whos watching what 20. Opening the Book Ltd Using real readers to promote to other readers 21. Opening the Book Ltd 22. Opening the Book Ltd Short comments instead of long reviews 23. Opening the Book Ltd Display on posters, cards, websites 24. Opening the Book Ltd Readers noticeboard physical and virtual 25. Opening the Book Ltd 26. Opening the Book Ltd Recommended by a reader at this library 27. Opening the Book Ltd Reader-centred promotion in Danish libraries what do men read? Could it be watch? 28. Opening the Book Ltd Reader-centred booklists would this work for film? 29. Opening the Book Ltd 15,000 reading groups in UK libraries could we have viewing groups too? Reading groups start from the reading experience not the text Each participant is expert in their own reading experience. This gives equality across different preferences, knowledge and appetites Its a social event and not a study class 30. Opening the Book Ltd Resources to help group dynamics 31. Opening the Book Ltd 32. Opening the Book Ltd Ideas to get going Where do you watch films? What do you watch when youre ill? Display 10 DVD covers which appeal to you and which dont? Choose a treat, a challenge and a film you wouldnt watch even if you were paid to Which character in a film did you first fall in love with? and lots more 33. Opening the Book Ltd Reader-centred websites 34. Opening the Book Ltd 35. Opening the Book Ltd 36. Opening the Book Ltd 37. Opening the Book Ltd 38. Opening the Book Ltd Social media ideas what image best represents the reading experience 39. Opening the Book Ltd New project: bookdating.eu 40. Opening the Book Ltd Opening up reading choices whichbook.net Search engines and catalogues reinforce choosing of known names Commercial marketing invests in a few big authors How can we promote the new, the less well-known, books on the edge? 41. Opening the Book Ltd whichbook model Starts from the reader and what you want from the reading experience Combines smart technology with individual readers to deliver depth and quality Averages 90,000 visits per month WelkBoek in Netherlands now live, nskebok in Norway ran for 5 years Unique it does things Amazon cant do 42. Opening the Book Ltd 43. Opening the Book Ltd 44. Opening the Book Ltd 45. Opening the Book Ltd 46. Opening the Book Ltd Big questions The reader-centred approach has changed book promotion in the UK and beyond Can it offer a model for audience development for cinema? How can new technology help this process? whichfilm would be a great project! 47. Opening the Book Ltd Writing about film Go for the experience as well as the content or story: - does your comment tell me how this film feels to watch? - is your comment useful to help people as they start on the viewing journey? Is the voice personal? Write as you speak use everyday language Are you judging quality or describing flavour? 48. Opening the Book Ltd Rachel Van Riel www.openingthebook.com Inviting viewers in - a new approach to audience development 49. Opening the Book Ltd 50. Opening the Book Ltd