The Air Cinema Case Study

1. 1984
REMEMBER
THE DAYS
OF VHS TAPES?

2. HOW
TRAJECTOIRE
SPREAD
2012

3. The pitch

4. Air Cinema is a French spoof web series...
... based on iconic Hollywood film dialogue
dubbed by local voice-over actors...
... with moustaches!

5. Here are the 2 moustached-showrunners...
Grégoire Briançon Matthieu Vetter

6. Matthieu and Gregoire meet trajectoi.re
2010: Matthieu & Greg created the concept.
2011: 18 episodes produced.
2012: trajectoi.re discovered Air Cinema while searching for new talents. We
loved the concept and were very surprised by its lack of success (less than
3,000 views per episode).
We offered Matthieu and Greg the chance to bring Air Cinema to a wider
audience by restarting the broadcasting from scratch and setting up a real
distribution plan.

7. An appointment-to-view strategy

8. One episode per week

9. Link with special events
In theatres AND online on August 15th

10. The main platforms

11. The tools
trajectoi.re used Air Cinema as a lab.
We wanted to test our capacity to spread a webseries with the following
constraints:
- little owned media
- no paid media
- 2 brains
- 4 arms

12. The first platform: Dailymotion
Home page each week

13. The second platform: Fullscreens network
Fullscreens is displayed on famous French sites, such as 20minutes.fr,
meteofrance.fr, blogbang.fr, jeanmarcmorandini.fr, gossip.fr, ...

14. Community management gate: Facebook

15. Three blogs to spread the word...
GRAND ECART VODKASTER LE JOURNAL INUTILE

16. Social CRM

17. On Facebook: engagement with fans

18. On Facebook: endorsement
YouTuber Faireset
pushed the first
episode on his wall...

19. From virtual to real life...
We organized a contest on Facebook.
We gained 500 more fans and sent 400+ postcards to
winners and hardcore fans

20. Metrics!*
*06/21/2012 to 10/23/2012

21. 4x more views in 4 month than in the previous 24 month
10,000+ views on the first episodes
175,000+ cumulated views on the channel
250,000+ views
250,000+ views in a month
13M+ ads have been displayed
An average of 3 episodes watched in a row

22. On partner blogs
15 000+ views thanks to our partners
5x more fans thanks to relevant community
management and a game...

23. Benchmark (regarding views...)
Heels by Au feminin and Longchamps only reached 1.000 views/episode on
YouTube.
Episode 5 of Escape my life by Ford only reached 10.000 views. Only the
first episode reached more than 100.000 views, thanks to paid media...
Les Dumas by Bouygues Télécom, reaches 450.000 views/episode because
it was especially written for the web and had media support.

24. What can we say about this?

25. We reached our goal
We made Air Cinema known and liked.

26. An accurate method to grow!
With Dailymotion and the blogs we created engagement.
With Fullscreens network we earned good figures.
We strongly believe that the key of success is to tied quality and quantity.
Quality is the multiplicative factor of quantity. Quantity leads the viewer to an
episode... And quality leads the viewers to watche 3 episodes in a row...
We proved we are able to do it on a local scale.
There is no reason not to be able to do it on a larger scale.

27. What came next?

28. +
FAIRESET A BRAND
The launch of Singin’ in the rain BluRay
trajectoi.re produced and broadcasted a cross-over video featuring Greg &
Matthieu and YouTuber Faireset
+
trajectoi.re organized a contest for fans on YouTube and Dailymotion
The prize: a collector edition of Singin’ in the rain bluray

29. 3,500+ likes
250+ comments
1,000+ shares
155,000+ views
2,200+ likes
98% satisfaction rate
260+ comments
French Jedi: Air Cinema x Faireset x Warner

30. What’s next?

31. Going international
Trajectoire intends to launch Air Cinema webseries
on YouTube dubbed into several languages

32. THANK YOU
http://trajectoi.re
Trajectoire Network
@DavidBatu
Trajectoire Films