多伦多国际电影节2014独特的商业价值

　　如何做到的？

　　电影节核心段子：参展影片Films

　　对于参展的影片而言，多伦多国际电影节组委会承担引导和领导的使命：根据全球受众的口味甄选参展影片；为观众和电影节安排活动日程；在4日－14日这11天的旅程里为受众导航、服务比如什么时间做什么，如何做，在哪里，怎么去，等等。

　　The Toronto International Film Festival. is a leader in terms of the films it shows. It selects the films based on the global audience’ interests， sets agenda for the audience， helps them enjoy the films from all over the world throughout the 11-day-long festival.

　　作为在多伦多的中国人，我自己亲身感受到这个电影节最重要的卖点就是它的强烈的多元化和包容性，这是一种能力也是一种内涵。在加拿大这个英语国家，参展的英语影片其实只占全部参展数量的一部分，来自美国的电影也只占一部分。没有任何影片被赋予任何特权、全程占据任何特殊时间段。所有参展影片拥有同等机会展示各自与众不同之处－当地国家的人们和生活－在世界上最多元的城市举办的最多元化的电影节展现给世界；同时，多伦多电影节对多国文化的包容性恰恰被来自世界各地观影的各国各文化的（观众）群体进一步促进、实现，包容性的意义进一步得到升华。

　　As part of the audience， I see for myself the Festival’s cinematic diversity as the BIG attraction. English-speaking films are just a portion of the total screenings at the Festival， also the American films. No film has the privilege to dominate special presentations. All the films have got opportunities to showcase their beauty to reflect their people’s life at an international film festival set in the most multicultural city in the world. That is why people from everywhere are willing to invest their time there； and， vice versa， the committed inclusion of multi-national cultures have been facilitated by the diversified audience body show up at the Festival！

　　包容当然也体现在电影本身。每一部参展影片都有自己的东西，借助电影节这个媒体平台把影片承载的东西－这部影片的声音－传递出去。所有的参展影片向世界传递的“声音”交融在一起，就形成了多伦多电影节的独特之处，这些与众不同的地方体现在电影节的随时、随地、随买、随赏、随乐..这些便捷性、个性化存在于本年度电影节口号 “这是属于你的电影节” 到电影节组委会行业办公室具体负责的悉心的观众服务等各方面。

　　The films all have their own voices that are combined to make the Festival different from any other film festivals in the world. The uniqueness of the festival are also reflected in everything from this year’s slogan “this is YOUR film festival” engaging the audience to the customer service dedicated to facilitate audience experiences by the Industry Office of the Festival.

　　电影节观众服务：为电影带去的“增值服务” The Sought-after Customer Service

　　增值服务的增值之处体现在电影节组委会对非英语文化背景（多元文化背景）的观众提供的悉心服务；服务的结果也是大大的，多元文化的价值于是透过增值服务的实施转化为白花花的银两流入电影节组委会的财务部门。

　　While the cinematic diversity value is translated into the revenue stream brought in at the Festival， the value is deeply reflected by the sought-after customer service， especially those provided for the audience from different cultural backgrounds.

　　组委会的行业办公室（办公室）是执行这一转化的核心部门。办公室发言人表示，“吸引全球各地／各文化背景的购片商／发行商／制片人的参与、吸引各题材／表现手法／制作风格的影片参展、创造和满足多元化内容的市场，这些都对我们很重要。自从2010年以来，我们的行业专业人士参与度提高了51%，从3，357例参与者上升到5，088，尽管全球各个国家地区都有提高，很大幅度的提高则来自亚洲市场。中国影片的行业参与度自2011年提高800%还要多。”

　　The Industry Office of the Festival is an important part to make that happen. “Attracting a diverse globally-oriented delegation of content buyers， sellers， and producers for a range of programmes and market opportunities is incredibly important to our success. We’ve experienced significant growth since 2010， increasing our industry registration by 51%， growing from 3，357 delegates to 5，088， with major expansion from all territories， and particularly strong growth from Asia. Our Chinese attendance has grown by over 800% since 2011.”

　　为了帮助亚洲的专业人士更多、快、好、省地参加到多伦多电影节包括注册、影片参展、享受行业等服务中来，办公室克服很多困难，最终达成满意服务。“我们重新建设了办公室的客户服务团队，并培训每一位成员真正成为有能力服务来自世界各地观众的优秀的“问题解决人＋需求满足者”。首先，本土化体现在用客户的语言与客户进行沟通包括邀请函和注册申请的整个流程等，我们的团队可以使用日语、韩语、国语、粤语、俄语、印尼语，还有其他的亚洲语言。其次，电话沟通也满足不同的语言需求。比如，在2013电影节，办公室团队和电影节志愿者一共讲63种不同的语言。”

　　In order to help Asian professionals with Registration， Programming， and Services， the Industry Office has to deal with some challenges and finally make it！“We have structured our Industry Services team to act as skilled concierges who are equipped to handle travellers’ needs from all regions of the world. To start， we have translated our key invitations and registration communications into several languages， including Japanese， Korean， traditional and simplified Chinese， Russian， Indonesian， and many others. In addition， our staff is able to service delegates over the phone in these languages. At last year’s Toronto International Film Festival.， our Industry Office staff and volunteers collectively spoke 63 languages.”

　　通过把悉心、周到的客户服务（包括行业专业人士，和大众观众）带给电影节的亚洲客户，电影节在业务推广和盈利收入两方面都得到长足发展。“在过去5年间，亚洲行业客户数和大众观众数增长很多，不仅帮助亚洲内容的购买起到促进作用，对全球内容被亚洲采购的作用更大。对这个结果、这个趋势我们信心满满，将继续认真地走下去。”

　　By delivering excellent services to customers， especially Asian professionals， the Festival has enjoyed a huge growth in its business as well as profit. “We’ve seen significant growth in the number of Asian buyers attending the Toronto International Film Festival. over the last five years， which helps the acquisition of content spread widely across the globe. We are excited for the opportunities this growth offers the filmmakers and sales teams presenting films at the Festival.”

　　因此，悉心的客户服务确实大大提升了观影和其他项目比如论坛、会议、研讨等的价值，更不用说电影娱乐行业本身就是服务业。

　　For this reason， the sought-after customer service has dramatically added value to the films and programs of the Festival， let alone the media and entertainment industry is in nature a service industry！

　　电影节新辟市场：电影节步行街Street！

　　今年电影节的商业头脑为我们开辟了一个新段子：电影节步行街。电影节组委会成功地说服政府把国王西街通向组委会总部（也是电影节看片、参加新闻发布会、摆pose拍照的总部）的一段公路关闭，公交禁行，只留给行人游走，赏景、纳凉（当然更会掏钱包消费）。消费的大众不仅包括观众也包括任何步行通过的平常百姓。 步行街上的衣、食、住、行、走、娱等各行业提供商，让大众感到有趣好玩、甘愿买单的同时，电影节组委会当然也是感到自己酷毙了。在电影节那几天，承气氛烘托，走在步行街更感到是会客、购物、娱乐的好地方，特别是外来的客人，更感到多伦多是一个一定要来看看的地方。

　　Part of the highlights of the Festival is the Festival street. The Festival managed to close a big section of King Street West traffic (even including streetcars) during the Festival. Thanks to the closure， the street is free and open and safe for pedestrians to enjoy the street scene， and make the Festival look cool while making the audience feel good. Furthermore， the pedestrians including not only movie-goers but also average people in the street can all experience film-related activities on the king street， a pedestrian-friendly meeting and shopping place. Like most of the movie-goers， I did this on King Street， which makes me feel Toronto is a better place to be， at least during the film festivals.

　　在晚上回来的路上，专门和那些衣、食、住、行、走、娱的厂家谈了谈。他们尽管对劳累显得有些疲劳，对业绩还是比较欣慰。电影节步行街给他们提供了特别的机会，让大众在享受电影的同时，也为他们的产品买单。

　　The idea of business acumen is big： it offers companies with a unique opportunity to showcase their products both to public ticket holders and cinema-goers who walk through the King Street West to go get their premieres.

　　特别的，这种设计的商业理念很值得推敲，把旅游、娱乐行业相关的厂家通过娱乐项目（比如拍照留念，购买服装、街头小吃）等邀请进“街”，这样电影节就把娱乐相关的差不多整条娱乐价值链都打通了，全链通吃。

　　Thus， what makes the “TIFF Street” really special is the mentality of the Festival staff to seek the whole value chain in the entertainment business： all the companies/providers including clothing， food， transport， hotel， entertainment facilities， etc. make movie-goers(consumers) enjoy the happy hours to the fullest.

　　电影节终极目标：$$$$$$

　　本年度电影节已经过去有2个多月了，我们从多伦多国际电影节媒体部门得到官方的统计数字，下述信息来自其闭幕后的新闻发布稿：

　　The statistics comes from the Festival’s press release： 2014 Toronto International Film Festival. Boasts Record Industry Attendance and Significant Film Sales.

　　“在第39届多伦多国际电影节闭幕之际，电影节组委会专门统计了商务数据，事实证明本年度在销售和参与方面再创新高。今年，销售达到历年之最。。。最引人注目的销售引擎来自中国（增长271%），南非（增长59%），和美国（增长16%）。目前这些数字已经得到确认，其中包括来自中国的喜剧片《心花路放》带来的销售收入。。。。。。”

　　It shows： “As the 39th Toronto International Film Festival. wraps up for another year， the Festival concludes on a high note， setting a new record for industry delegate attendance and delivering strong film sales. This year saw the Festival’s highest film sale to date…… The most notable growth of delegates came from sizeable increases from China(217%)， South Africa (59%) and the U.S. (16%). Film sales confirmed to date includes the Chinese movie Breakup Buddies premiered in the Festival…….”

　　这就是2014年的多伦多国际电影节－它的多元化和包容性，它的广受欢迎的依然在探索提高的客户服务，还有它的商务创意比如电影节步行街一起打造其独特的商业价值。

　　Such is the Toronto International Film Festival. 2014-its cinematic diversity value， its sought-after customer service(especially target at the Asian audience)， and the business innovation combined has made the unique commercial value of the Festival.

　　曹怡 Joy Cao