Annual Review Report 2013/14 Film Agency for Wales

November 2014 About the Annual Review Meeting

Venue: Arts Council of Wales Office, Cardiff

Date of meeting: 15th April 2014

Present Film Agency Wales: Pauline Burt, Chief Executive

Present Arts Council: Michael Goode, Development Officer

Date of draft report: 3rd June 2014

Date of final report: 7 November 2014

1. Organisation Background

Film Agency for Wales (FAW) was established in 2006. The organisation is principally funded by the Arts Council of Wales and the British Film Institute (BFI), and exists to promote and develop the film industry in Wales. The Agency is also responsible for distributing lottery funding the production and development of films in Wales, for which purpose there is a delegation agreement in place between Film Agency and Arts Council of Wales.

FAW has invested in the co-production of over 36 feature films since 2006 as well as supporting the Welsh talent that creates these works through a series of development initiatives.

As well as the production of films, ensuring audiences can access film is a priority. The Film Agency supports a network of venues across Wales to enable them to show more specialist films. In the past six years there has been an 83% increase in audiences in these supported venues. The introduction of digital format projection – through capital investment from the Arts Council of Wales and technical support from Creative Mwldan – has been a major development. It has enabled cinemas and arts centres to engage different audiences by offering alternative content across artforms - such as opera, theatre and ballet - streamed live and pre-recorded.

The third core strand of Film Agency’s work is film education. The Agency offers advice and co-ordinates projects across Wales with schools, colleges and community groups through a range of practical film clubs, workshops and targeted programmes. This activity is supported by the development of a range of film related resources including scripts, storyboards and sample scenes. It also works with educational partners to devise, create and develop a range of resources for teachers, students and to encourage the use of Welsh film within the curriculum.

2. Programme of Activity

Current year activity and issues 2013/14

Film Agency for Wales surpassed its targets for production and development, offering 19 development awards (10 new productions and 9 supplementary awards), and 15 production awards (10 new projects and 5 supplementary awards).

Films supported included:

 Stanley (Severn Screen, Apollo, S4C)  Perish (Catherine Linstrum’s debut feature)  Set Fire to the Stars (starring Elijah Wood)  Ethel & Ernest (animated feature by Raymond Briggs)

Film Agency also awarded Company Support Awards totalling £275,000 to four Welsh companies – Red and Black, Severn Screen, Western Edge Pictures and Barefoot Rascals. The scheme aims to support talent and production elements within a company that is looking to recruit new staff and offers a growth plan. Awards are up to £80,000 and involve assessment of company business plans and cash flow forecasts. The scheme will be repeated in 2014/15 with £150,000 available to eligible companies.

2013/14 saw the launch of the Welsh element of the UK wide British Film Institute’s NET.WORK - a four year initiative offering master classes, script readings, networking opportunities and short film production.

NET.WORK was unveiled with a three-day ‘Launchpad’ event in Chapter that included workshops and script readings. Welsh producers also had a curated visit to London and a session with Barbara Broccoli (James Bond) and Nicky Bentham (Moon and the Silent Storm) on mentoring and post-production investment. The next NET.WORK event will be at the Hay Festival which is aimed at writers, producers and directors and will include a film screening and Q&A session.

Film Agency also instigated Education Awards which included funding for Hijinx Theatre for a disability arts related animation project working with Gritty Realism and Tom Barrance from Learn About Film.

The aim of the awards is to support the development of practical resources aimed at teachers that can be used across the curriculum, and targeted to each of the Key Stages and in partnership with the BFI’s 5 – 19 education scheme Film Nation UK.

It also supports projects that enhance digital learning platforms including games workshops for young people, using film and animation and supports accessible opportunities for film education in areas of Wales where there is little or no arts or cinema provision, or those areas recognised as being in cultural poverty.

Film Agency continues its work supporting venues showing film, and following a new quality appraisal framework was able to increase the number of supported screening venues from 13 to 19 from April 2014. This funding is aimed at audience development initiatives and innovation for independent film programming. A number of the new venues represent previously under-served and disadvantaged areas in Wales.

The venues are also being encouraged to look at ‘pop-up’ cinema events and programming alternative content as part of their programmes. New venues in the portfolio include Theatr Gwaun, Fishguard and Ucheldre Arts Centre, Holyhead, and investment in these will be monitored in response to the budgetary cuts proposed by the local authorities across Wales.

A number of research projects have been undertaken by the organisation during this year. These included Angus Finney’s Brave New World – an analysis of producer/distributor joint ventures commissioned by Film Agency and co-funded by Creative Skillset. The report was released alongside the producer mentoring programme Film Junction. Film Agency also commissioned research on the impact of the distribution strategy for The Machine and cross media project, American Interior.

A particular focus this year saw the Film Agency undertake a significant staffing restructure to bring in new skills and to respond to new programmes of work, funding opportunities and cross-media and cross-platform developments. This restructure has seen new posts created that will place particular emphasis during the forthcoming year on diversifying and increasing funds whilst developing activity and partnerships that generate income streams for the organisation.

This change of focus and development has been reflected in the change of name to Ffilm Cymru Wales and to give a greater prominence to marketing and communications within the organisation, which includes presence at events, PR activities and the development of resources and branded partnerships.

This change of emphasis will see the Film Agency putting more resources into obtaining maximum value from those projects it supports through the production fund, whilst creating parallel education and learning resources.

a. Coming year’s activity and issues 2014/15

After a year of organisational redevelopment, Film Agency has recently completed a programme of reinvigoration and rebranding.

This May, the organisation will re-launch under a new name and brand identity - Ffilm Cymru Wales - as it aims to increase its commercial activity, sponsorship and partnerships. The organisation plans to demonstrate the new emphasis on marketing and communications through attendance at high profile events, film festivals, PR activities and the development of newly branded partnerships and resources.

Externally, work will continue in the same areas, summarised more simply under three headings – Make, See and Learn.

The new, rebranded and visually rich website - also to be launched in May 2014 - will reflect these changes.

‘Learn’ exemplifies this new, innovative approach. It will have a dedicated section on the website for expanded educational resources alongside digital master classes, a database of resources and research information. Additionally the Film Agency is looking to develop a profit sharing element with producers around educational resources, similar to those developed for the films Third Star and Resistance, which were well received by schools.

‘Film in Afan’ is now 18 months into a 3 year project and now the task is to establish a future beyond this term. Film Agency is looking to assist with the creation of a social enterprise around the Gwyn Hall to take on the film project, which currently has five schools within the federation, a miners’ institute and social clubs as venues. Discussions are ongoing with the Lottery funders about gifting the capital assets, including cameras and projection equipment, to the community and to create more volunteers to take forward the work and to ensure a continuation of the programme. Arts & Business Cymru has also been approached about supporting elements of the project as well as a local wind farm and bike trail projects.

Film Agency’s formal education offer will see it commissioning educational resources in 2014/15 including a KS4 (A level) resources with the WJEC. This is aimed at increasing and broadening the relationship with schools, colleges and teachers, and positioning the company as a supplier of quality resources.

3. The creation of artistic work

In 2013/14 there have been a number of films and cross-media projects receiving funding and support from the organisation. Highlights include:

 Writer/Director Kieran Evans winning a BAFTA for Outstanding Debut with Kelly and Victor  Gruff Rhys’ American Interior received its world premiere at SXSW which included the launch of an online shop selling the film, album, app and book  Welsh/Irish co-production The Canal selected for the TriBeCa festival in New York and will also be seen at the Cannes Film Festival in May 2014  Red and Black’s The Machine received critical and commercial success as the second feature from Welsh writer/director Caradog James, and received Film Agency finance through development and distribution.

Three films were selected for Cinematic, the low budget film scheme, in partnership with the BFI, BBC Films, S4C and Soda:

 Craig Roberts will have his directorial debut with Just Jim  Novelist Fflur Dafydd and director Euros Lyn’s film debut with Y Llyfrgell (The Library)  Chris Crowe will direct The Lighthouse

Film Agency also supported exhibitors to offer a broader and deeper range of Welsh, independent and specialist film titles. The majority of venues have increased the number of specialist titles and admissions. This is likely to grow with the expansion of the venue portfolio in 2014/15. Nine BFI hubs around the UK - of which Chapter is the hub in Wales – are able to recommend titles to the other venues and receive screeners of forthcoming films to enable selection.

4. Audience and Participation

Attendance Figures 2011/12 2012/13 % Change Events Attendances Events Attendances Events Attendances

Exhibitions 0 0 0 0 0% 0% Film Screenings 3,338 124,157 767 12,579 -77% -90%

Performances by Touring Companies 0 0 0 0 0% 0%

Performances at Presenting Venues 0 0 0 0 0% 0% Total Attendances 3,338 124,157 767 12,579 -77% -90% Source: Arts Council of Wales Survey of Revenue Funded Organisations 2011/12 and 2012/13

These figures specifically reflect audiences for specialist and independent film through supported venues and festivals across Wales, and exclude audiences elsewhere in the UK and internationally across their own productions.

The significant drop in attendances between the two financial years is due to the fact that The Muppets Treasure Island, The Croods and The Life of Pi were all counted by the BFI as specialist films for the family market in 2012/13.

Participation Figures 2011/12 2012/13 % Change Sessions Attendances Sessions Attendances Sessions Attendances

Children & Young People 272 5,288 251 9,253 -8% 75% Open Access 212 16,601 211 17,507 0% 5%

Targeted Sessions (BME, Disabled People) 0 0 0 0 0% 0% Total Participation 484 21,889 462 26,760 -5% 22% Source: Arts Council of Wales Survey of Revenue Funded Organisations 2011/12 and 2012/13

The above participation figures do not include Film in Afan, with 403 young participants and 1,062 inter-generational participants attending the cinema element of this project. The Film Agency will continue to manage the Big Lottery funded Film in Afan project, which has brought a new cultural experience and promoted community engagement using film. This three year project has employed an independent assessor for the duration of this project to benchmark and track the impact of the activity, and to plan for the project’s sustainability once the funding ends in November 2015.

In the future, funded venues will be required to share enhanced audience data on attendance at independent and specialist films and to participate in Film Agency supported research into extending and developing the data capture of audience behavioural trends and cinema attendance.

The organisation also intends to invite applications from venues and education providers to support one-off opportunities to programmes that specifically target new audiences and to broaden the reach for independent and specialist films.

The intention is to increase the rollout of after-school Film Clubs to 600 schools (up from 500 in April 2013) and manage the partnership delivery of related education workshops using Wales based film education practitioners. This initiative has shown the potential for film to engage with young people, and help to improve their communication skills, improve literacy and to start to integrate film into the curriculum and as a tool for learning.

5. Business Development

As the strategic development agency for film, supporting business opportunities that encourage a more sustainable sector in Wales has always been one of Film Agency’s main drivers. As previously mentioned, the introduction of the Company Awards this year – has enabled direct investment in four Welsh companies to build capacity, sustainability and to encourage growth within the sector.

Towards the end of 2013/14, Welsh Government announced the establishment of Pinewood Studios Wales at Wentloog, Cardiff. With this new facility comes a £30million fund to be spent on film and television productions anywhere in Wales, administered by the Welsh Government. The fund will respond to projects where a minimum of 40% of budgets is spent in Wales and show clear evidence of potential commercial return. This will enable the Film Agency to target more Welsh and independent films and to investigate potential co-productions with Pinewood Studios as well as training and placement opportunities.

For the first time, education based organisations were also offered support towards sustainability for first time, with an award of £15,000 to Zoom Cymru to support recruitment of fundraising expertise to enable them to identify additional sources of funding. Film Agency is also developing a new online education database of practitioners, research, and resources for teachers and education providers, and intends to develop a number of paid-for resources, including within special needs provision.

As well as driving business development opportunities for the sector, the Film Agency has also undergone a period of organisational development. This has resulted in a plan to strengthen the overall financial position and to be more pro-active and commercial when dealing with partners and sharing resources within the sector.

Since September 2012, FAW has adapted to a more strategic approach to funding and business development, with funding secured from a number of key partners including the Welsh Government and a four year commitment from the BFI to support its exhibition and education programmes. In addition new lottery funding has been secured through to April 2017 from the BFI towards NET.WORK - a programme that is aimed at emerging writers, directors and producers.

The commitment to diversify funding is a result of a more commercial and strategic approach to its work and is reflected in the 2013/14 budget, which showed a projected increase in turnover of 41% and a reduction in the percentage of Arts Council of Wales funds from 58% to 49%.

The appointment of a Commercial Affairs Director within the new staff structure demonstrates how the Film Agency’s focus has changed to make the organisation more robust and financially secure. This new role is to identify potential sources of funding and income, whilst exploring the potential of commercial sponsors and sales of educational resources to the wider public.

6. Governance, management and finance

Film Agency for Wales is a Community Interest Company limited by guarantee with a Board of Directors. The Board consists of up to 16 members with a wide range of skills including marketing, distribution, sales, legal, cinema exhibition, education and policy development.

Following a recent skills audit FAW wishes to recruit five new members in 2014/15 - replacing current board members who have reached the end of their tenure. The organisation is particularly keen to recruit members with backgrounds in education, entrepreneurship, cross media experience, IP development and market representation. The board decides on all project funding above £50,000 as well as approving all new policies and funding programmes.

Employment Figures Employment Figures Full Time Part Time Volunteers Casual/Contract 2011/12 10 0 0 3 2012/13 9 2 0 0 Source: Arts Council of Wales Survey of Revenue Funded Organisations 2011/12 and 2012/13

In 2013/14 Film Agency employed 11 full time members of staff. Following the staff restructure, recent appointments to the team have included Hannah Thomas as Head of Creative Sector Skills who was previously a producer at BBC Wales. Hannah has already attended SXSW in Austin, Texas to identify new partners and training opportunities.

Kimberley Warner was appointed in April 2014 as Fundraising Executive, and comes from an international sales background. Her role will be to develop fundraising opportunities from trusts and foundations.

The new Commercial Affairs Director, Michael Hill, will look at commercial opportunities, marketing campaigns and profile raising initiatives within the sector and the wider public. He has a target of raising £125k through a number of initiatives including training, sponsorship and sales of educational resources.

The new staff structure includes the following roles:

 Head of Education, Exhibition and Regeneration  Head of Creative Sector Development  Commercial Affairs Director  Finance Manager

All these posts report directly to the CEO and participate in quarterly board meetings.

Following the recent announcement of the move of S4C’s headquarters from Cardiff to Carmarthen, it is likely that the organisation will need to vacate its current offices in Llanishen by 2018.

7. Partnerships

Partnerships are at the core of Film Agency’s work; from the co-financing of productions, to the partner venues that show films and the organisations that deliver the education work already mentioned. As a strategic body, Film Agency also has close relationships with other national and international film agencies and creative skills bodies such as PACT/TAC, Skillset and BAFTA.

As part of its business diversification, Film Agency is developing an ‘Advantage’ programme that aims to bring creative professionals across sectors together with brands, to look at opportunities to work in advertising and in branded content creation. It has set aside funds to produce this inaugural programme, with a wider strategic aim of broadening the relationship with brands as potential future sponsors of work and specific programmes. FAW commissioned a piece of research from Peter Buckingham to look at branded content with a particular focus on advertising, and has led to director Keiron Evans being commissioned by Red Bull to produce an advert that will be shown across multiple platforms. The intention with this project is to connect professionals with brands such as Brains, Visit Wales with some UK brands that work in Wales, allowing filmmakers to work on a live brief and create a mixed team of professionals to develop a pitch to the chosen company. This activity is likely to take place in the autumn of 2014 and is planned to be launched at the Digital Innovation Wales Week.

8. Equalities

Film Agency is committed to developing an equalities strategy across the various areas of ethnicity, sexuality, socio-economic circumstance, disability and gender. Its intention is to “highlight good practice; to identify partnership opportunities and different ways of working to improve their offer for their client base, whatever their backgrounds; and to identify and address areas for improvement at organisational level, including recruitment, training, funding operations, methodology and communications.” As an area of priority for the Arts Council, we welcome this strategy and implementation of resulting actions, alongside the commitment to ensuring a new Welsh Language policy is implemented in 2014 (following meetings with the Welsh Language Commissioner).

The ‘Film in Afan’ programme has provided a template for future projects and has led to the ‘Cinema without Walls’ initiative which is aiming to take branded film and wider arts programming out of venues and into their communities. This included offering programme support and funding towards a sell-out Wales One World music and film event ‘Best of Bollywood’ in Grangetown, which the community is keen to repeat in the future.

Film Agency is also talking to the Scala Cinema in Prestatyn and Zoom within the youth film network, about offering film experiences in community settings, as well as developing links with the community centre in Loudon Square in Butetown, an area of socio-economic deprivation. The organisation also wants to look at the issues around women in the sector including promoting and encouraging new women directors and producers. Discussions have already been taking place between the Film Agency and Hijinx Theatre around actors with disabilities gaining access to films and other media projects and identifying routes into the profession. Some of these progression routes into the industry will be addressed using the NET.WORK programme including hosting professional script readings, integrating opportunities for actors with disabilities and hosting master classes and events in community centres.

9. Concluding Comments

The re-launch as Ffilm Cymru Wales with a rebrand and a new website took place in May 2014, and marks and new chapter in the organisation’s life. It has been a busy and productive year moving towards this moment; with a number of high profile new initiatives with the British Film Institute, Skillset Cymru and Welsh Government steering the way.

The organisation has responded positively to these opportunities by streamlining its operation and recruiting new staff whose focus is to develop commercial opportunities, partnership working and to widen its funding base long term. We should see the results of this in the coming year, with an organisation that is even more responsive to the needs of the sector and diversifying its offer to new customers but without losing sight of film audiences.

It has invested development funding this year in a number of key films which have proved popular with the critics and have had commercial success around the world including Bafta winning Kelly and Victor, Gruff Rhys’ American Interior, The Machine and The Canal. Yet, there is still a need for the organisation to be seen as a more prominent financial partner and to achieve a greater distribution of these independent Welsh films to a wider public, to cinemas and venues in both urban and rural locations across Wales.

The development of Pinewood Studios Wales and the launch of a new £30m film and television fund by the Welsh Government is also a key development for the sector in Wales, and is aimed at projects that show a clear potential commercial return. It is interesting that the Film Agency was not involved in the development of the new fund, and this is something that needs to be addressed through negotiation with the key partners, as this is a significant level of funding that could benefit from the expertise and networks associated with the Film Agency.

Arts Council of Wales new arts strategy looks to ‘Make’, ‘Reach’ and ‘Sustain’ as cross-artform headers for the work we want to achieve. It’s easy to spot the synergy with Ffilm Cymru Wales’ ‘Make’, ‘See’ and ‘Learn’ and the opportunity for closer collaboration between both bodies toward shared aims in the coming year.