dimanche 3 décembre 2017

« Les agences ont tendance à vendre de l’aqua simplex au prix de l’eau bénite »#gerardpocquet

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Capture d'écran et source: http://www.influencia.net

« Les agences ont tendance à vendre de l’aqua simplex au prix de l’eau bénite » http://www.influencia.net


Publié le 30/11/2017

Les principes du circuit court et de l'économie collaborative peuvent-ils aider la pub à nouer un contact direct, quasi instantané avec les annonceurs ? Première agence en boutique, Self Publicité le pense et veut " dé-snobinardiser " la créativité publicitaire.

" Tu fais quoi cet après-midi Pierrot, tu peux venir m'aider à déménager ? ". " Désolé Jeannot j'peux pas je dois aller en magasin créer ma campagne de pub ". Si vous pensez que Pierrot mitonne -avec une once d'originalité dans l'alibi anti-traquenard- c'est que vous avez raté une information : depuis le 16 octobre s’est ouverte à Paris la première agence de publicité en boutique. Espace dédié aux PME/PMI, commerçants, artisans, professions libérales et même au grand public, des cibles souvent délaissées par les agences classiques, Self Publicité veut mettre la création publicitaire à la portée de tous, avec des offres extrêmement variées (logo, site, magazine digital et print, application, brochures…).

Lancé par deux vieux de la vieille de l'industrie, Christine Malleret (Publistory) et Jean Bourgoin (The Small Creative Place), le concept - qui est une offre conjointe complémentaire des deux agences des fondateurs - permet un ancrage local en lien avec l’activité commerciale et sociale d’un quartier ou d’une ville. Avec la proximité qu'amène ce point de vente physique, Self Publicité se targue d'être dans le vrai pour des vrais gens dans une vraie boutique et un vrai langage que tout le monde comprend. Comme si le reste de la pub était devenue aussi " posh " qu'une ancienne Spice Girl devenue femme de footballeur. " Quoi de plus simple que de pousser la porte d’une boutique et de pouvoir exposer simplement une problématique sans crainte de se retrouver dès le premier conseil avec une facture d’honoraires à faire pleurer le plus endurci de nos économistes ", argumente Christine Malleret. Interpellé, INfluencia a discuté avec elle pour comprendre les raisons et ambitions de cette agence-boutique qui a priori n'a rien d'éphémère. Et qui pose évidemment des questions sur le rapport pub-citoyen.


IN : pourquoi personne n'a -t-il pensé avant vous à ce concept de boutique/agence alors que finalement chaque acteur de la pub s'accordera sur son utilité ?

Christine Malleret : les idées les plus simples sont souvent les meilleures, mais ce qui compte c’est de les faire exister. Au contraire, nous pensons que beaucoup y ont pensé mais personne ne l’a fait : trop simple ! Ce qui nous différencie des autres acteurs de la communication, c’est justement de penser que la simplicité peut cohabiter dans une approche publicitaire. Un concept auquel on croit et que nous avons décidé de concrétiser. Nous vendons des idées donc il paraît juste évident d’en avoir au moins un peu.


IN : s'agit-il de rendre plus humaine et plus compréhensible une création publicitaire dont le processus en agence est de plus en plus lourd, cross-canaux oblige ?

C.M. : il s’agit surtout de proposer un nouveau modèle de collaboration, plus simple et plus direct. Loin de l’emphase qui souvent tient lieu d’esprit dans le petit monde de la publicité, nous proposons avant tout un vocabulaire cohérent, accessible à tous : moins de grands discours, moins de slides et de Powerpoint et plus de dialogue et de contact direct avec les créatifs. La proximité que nous entretenons avec nos clients nous permet de porter nos réflexions vers l’essentiel. Nous ne voulons pas revenir à la réclame à la papa des années 70 mais juste simplifier des process devenus complexes souvent par besoin de justifier les anglicismes vaporeux et de payer certaines résidences secondaires.


IN : vous dites vouloir faire de chaque petit client un grand client, comme si finalement le budget dudit client n'était pas un critère : vous marxisez donc un peu la pub non, camarades ?

C.M. : chez Self Publicité, nous sommes marxistes, tendance Groucho comme le disait Woody Allen. Marxiser voudrait dire brider la créativité, uniformiser, standardiser. Nous voulons au contraire la libérer, la démocratiser, la rendre accessible à tous. A son juste prix. En supprimant les intermédiaires et les surcoûts. En replaçant l’humain au centre, sans pour autant renoncer aux nouvelles technologies. Ce n’est pas un retour en arrière, au contraire c’est un pas en avant. Nous nous inscrivons dans ces nouveaux modèles économiques, raccourcis et collaboratifs, qui permettent aux professionnels et aux clients d’entrer en contact direct, quasi instantané. Et cela dans une simple boutique, libérée des process contraignants, du poids des infrastructures et des charges administratives. Il ne s’agit pas de faire du low cost, mais de ne pas faire payer " l’emballage ". Nous ne sommes pas là pour faire des tutoriels ou pour apprendre aux gens à se servir d’une clé de douze. Notre vocation est de simplifier l’accès à la création publicitaire. " Self " pour nous ça ne veut pas dire " Do it yourself ", ça veut dire facile, simple, rapide, accessible.


IN : vendre une pub " sans prise de tête ", c'est regretter la snobinardisation (et la sur-facturation) des (souvent grosses) agences ?

C.M. : on ne regrette rien, on vient tous les deux de ce monde-là. Simplement ce sont deux mondes différents : le nôtre, aujourd’hui, c’est celui des petites entreprises, des petits budgets, des start-up et des jeunes entrepreneurs. Pour lesquels on est prêts à lever notre crayon même s’ils n’ont que 5 000 ou 10 000 € à mettre sur la table. On veut inventer autre chose, une autre manière de vendre de la pub. Notre objectif n’est pas de draguer Danone ou L’Oréal dans notre boutique, même si nous savons le faire et que nous l’avons déjà fait. Chacun son terrain de jeu, les (souvent grosses) agences ne sont pas nos concurrents. Mais il est vrai qu’elles ont une fâcheuse tendance à vendre de l’aqua simplex au prix de l’eau bénite.








Amazon Video Direct Announces Official Selections From The 2017 Sundance Film Festival Now Streaming on Amazon Prime Video#gerardpocquet

Capture d'écran et source: https://www.amazon.com

Press Release

The 15 Sundance titles are the first feature-length festival films from the AVD’s Film Festival Stars Program to stream on Prime Video

Amazon Video Direct to extend Film Festival Stars—the program that brings high quality independent film to Prime Video audiences—to the 2018 Sundance Film Festival
 
SEATTLE--(BUSINESS WIRE)--Dec. 1, 2017-- (NASDAQ: AMZN)—Amazon today announced the official selections from the 2017 Sundance Film Festival are now available on Amazon Prime Video. The collection of 15 films are made available through the Amazon Video Direct Film Festival Stars (FFS) program that is designed to establish an attractive distribution model for films screened at film festivals that either don’t secure theatrical distribution deals or are looking for distribution options after a theatrical release. The official selections from the 2017 Sundance Film Festival currently streaming include Manifesto starring Cate Blanchett, Alfred P. Sloan Foundation Feature Film Prize winner Marjorie Prime, and Special Jury Award for Cinematic Vision, Free and Easy. These films enjoyed robust distribution strategies throughout the year, including award-winning festival and theatrical runs, and are now available in the U.S. with select titles available in additional territories.
“Amazon Video Direct’s Film Festival Stars program accelerates the career of deserving films, elevating cinematic curation into a galvanic connection with audiences who might never have discovered them,” said Richard Lorber, President and CEO of Kino Lorber, Inc. “It’s an innovative strategy that allows specialty film distributors like us to amplify support for the worthiest films—not only with additional financial backing, but unparalleled outreach only an amazing entity like Amazon can provide. I don’t know what genius dreamed this up, but we at Kino Lorber are enthusiastically participating—proud to be populating the Film Festival Stars roster with many of our most important releases.”
“We launched the Film Festival Stars Program at Sundance earlier this year because we heard from our customers they love watching independent films,” said Eric Orme, Head of Amazon Video Direct. “So far in 2017, FFS has secured the streaming rights to 76 feature films that we’re confident will thrill and delight our customers. These films appear alongside other great festival films already available on the service, including Amazon Studios’ The Big Sick. We’ll be extending Film Festival Stars to the 2018 Sundance Film Festival with an emphasis on global distribution and enhanced bonuses for filmmakers, and look forward to seeing the great films we’ll be able to bring exclusively to Prime members.”
500 Years – available worldwide
From a historic genocide trial to the ousting of a president, director Pamela Yates tells the sweeping story of mounting resistance in Guatemala through the eyes of the majority indigenous Mayan population, who now stand poised to reimagine their society.
Axolotl Overkill available in the U.S. and Canada
In Axolotl Overkill, 16-year-old Mifti is a beautiful and reckless young girl. Her mother is dead, and her wealthy, eccentric father is too self-absorbed to be responsible for her. Mifti has no use for peers her own age, and being aware of the sexual power she wields with her looks and youth, she immerses herself in a world of adults of questionable character. Lovesick over an elusive older woman, she strikes up a friendship with Ophelia, an actress, and together they test the limits through Berlin nightlife and extreme partying.
Don’t Swallow My Heart, Alligator Girl! – available in the U.S. and Canada
The film follows Joca, a 13-year-old Brazilian boy, and Basano La Tatuada, a Paraguayan indigenous girl, living on the border between the two countries, marked by the waters of the Rio Apa. Joca is in love with Basano and wants to do everything to win her love.
Family Life – available in the U.S.
In Family Life, a young man spends a few weeks housekeeping for a relatively distant relative and enjoys taking over the comfort of their lives in Santiago. Soon, he meets a cute neighbor and starts pretending for his personal benefit.
Free And Easy – Special Jury Award for Cinematic Vision – available in the U.S. and Canada
When a traveling soap salesman arrives in a desolate Chinese town, a crime occurs, and sets the strange residents against each other with tragicomic results.
Machines – Sundance Jury Award for Excellence in Cinematography – available in the U.S. and Canada
Director Rahul Jain presents an intimate, observantly portrayal of the rhythm of life and work in a gigantic textile factory in Gujarat, India. Moving through the corridors and bowels of the enormous and disorientating structure, the camera takes the viewer on a journey to a place of dehumanizing physical labor and intense hardship, provoking cause for thought about persistent pre-industrial working conditions and the huge divide between first world and developing countries.
Manifesto – available in the U.S. and Canada
In the film, Actress Cate Blanchett portrays 13 distinct characters in vignettes that incorporate timeless manifestos—among them a school teacher, a puppeteer, a newsreader, a factory worker and a homeless man. Director Julian Rosefeldt draws on the writings of Futurists, Dadaists, Supremacists, Situtationists, and other artist groups, and the musings of individual artists, architects, dancers and filmmakers to create Manifesto.
Marjorie Prime – Sundance Film Festival’s Alfred P. Sloan Foundation Feature Film Prize – available in the U.S.
Set in the near future, Michael Almereyda’s sci-fi pic Marjorie Prime, is based on Jordan Harrison’s Pulitzer-nominated play exploring memory, identity, love and loss. 86-year-old Marjorie has a handsome new companion who looks like her deceased husband and is programmed to feed the story of her life back to her. What would we remember, and what would we forget, if given the chance?
Motherland – World Cinema Documentary Special Jury Award – available in the U.S. and Canada
Motherland is set at one of the world’s largest and busiest maternity hospitals in the Philippines. Ramona S. Diaz’s film follows three women as they navigate through the severe conditions of giving birth there — from jam-packed delivery rooms to overflowing corridors where babies are misplaced and then found.
Plastic China – available worldwide
Plastic China captures a plaintive sense of the human casualties from unfettered global consumerism. The gently observed portrait of families toiling at a plastic recycling factory in Shandong builds into a damning commentary on a modern China marked by extreme divides in wealth and opportunity.
Pop Aye – World Cinema Dramatic Special Jury Award for screenwriting – available in the U.S. and Canada
On a chance encounter, a disenchanted architect bumps into his long-lost elephant on the streets of Bangkok. Excited, he takes his elephant on a journey across Thailand, in search of the farm where they grew up together.
RUMBLE: The Indians Who Rocked the World – World Cinema Documentary Special Jury Award for Masterful Storytelling – available in the U.S.
This powerful documentary about the role of Native Americans in contemporary music history features some of the greatest music stars of our time—Charley Patton, Mildred Bailey, Link Wray, Jimi Hendrix, Jesse Ed Davis, Buffy Sainte-Marie, Robbie Robertson, and Randy Castillo. The film exposes a critical missing chapter, revealing how indigenous musicians helped shape the soundtracks of our lives and, through their contributions, influenced popular culture.
Sueño en otro idioma (I Dream in Another Language) – World Dramatic Audience Award – available in the U.S. and Canada
When a language dies, a unique vision of the world is lost forever. In I Dream in Another Language, a linguist arrives in a small jungle settlement hoping to record a conversation between two elderly men, the last two remaining speakers of the Zikril language. Unfortunately for him, the men are feuding and haven't spoken to each other in 50 years.
The Good Postman – available in the U.S. and Canada
On the eastern edge of Bulgaria, bordering Turkey, amid wizened orchards and an ancient patchwork of farmlands, sits a poor and sleepy hamlet that time seems to have forgotten. Despite the sparse population of silver-haired citizens wistful for the brighter days of communism, democracy is in full force as the village prepares in earnest for its mayoral election. Meanwhile, an endless train of Syrian refugees bound for Europe silently traipses through the rural terrain, visible through the binoculars of one gentle and taciturn candidate, the good postman.
World Without End (No Reported Incidents) – available in the U.S.
Known for decades as a visual poet, filmmaker Jem Cohen has captured various corners of the world with a perceptive eye in World Without End (No Reported Incidents). Often filming by himself, Cohen takes a camera (16mm film, and more recently, video) and walks on the street like a modern-day Walker Evans, capturing images of people and landscapes in our smallest moments—everyday faces, vacant street corners, trinkets in windows, all the things we might see sitting on the bus and wish we could see again in a film.
Returning to the 2018 Sundance Film Festival, the Amazon Video Direct Film Festival Stars program will emphasize global distribution, with enhanced bonus payments being paid for worldwide rights, as AVD aims to support overall Prime Video global growth.
Prime members will be able to stream the films exclusively via the Amazon Prime Video app for compatible TVs, connected devices including Fire TV, mobile devices, and online at www.amazon.com/primevideo.
Customers who are not already Prime members can sign up for a free trial at. For a list of all Amazon Video compatible devices, visit www.amazon.com/howtostream.

About Amazon Video
Amazon Video is a premium on-demand entertainment service that offers customers the greatest choice in what to watch, and how to watch it. Amazon Video is the only service that provides all of the following:
  • Prime Video: Thousands of movies and TV shows, including popular licensed and self-published content plus critically-acclaimed and award-winning Amazon Original Series and Movies from Amazon Studios like The Grand Tour, The Tick, Landline, The Big Sick and kids series, Tumble Leaf, available for unlimited streaming as part of an Amazon Prime membership. Prime Video is also now available to customers in more than 200 countries and territories around the globe at.
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  • Premium Features: Top features like 4K Ultra HD, High Dynamic Range (HDR), X-Ray and mobile downloads for offline viewing of select content
In addition to Prime Video, the Prime membership includes unlimited fast free shipping options across all categories available on Amazon, more than two million songs and thousands of playlists and stations with Prime Music, secure photo storage with Prime Photos, unlimited reading with Prime Reading, unlimited access to a digital audiobook catalogue with Audible Channels for Prime, a rotating selection of free digital games and in-game loot with Twitch Prime, early access to select Lightning Deals, exclusive access and discounts to select items, and more. To sign-up for Prime or to find out more visit: www.amazon.com/prime.

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