1. Terry Stevens
Head of Home Entertainment, Dogwoof
13th October, 2012

2.  UK based distributor with a specialist focus on
documentary since 2007.
 Titles include The Age of Stupid, Burma VJ, Bobby
Fischer Against The World, The Interrupters, Bombay
Beach, Marina Abramovic The Artist Is Present
 Specialise in developing/ building partnerships with
third parties like Christian Aid, The Co-operative,
Oxfam, Amnesty International, Nike etc…
 We cover all windows from theatrical, through to home
entertainment and TV and ancillary sales
 First company to launch film on DSN (King’s Game) in
2004
 Continue to experiment with new technology to find
audiences

3.  Took on rights for UK in early 2010 at Cannes
after earlier screening in UK
 Quality film with large audience potential
across demographics
 Potential to gain a dedicated, ‘cult’ following
 Strong potential in “event cinema” and also in
Home Entertainment owing to particular
nature/ genre of the film
 Would have a very long tail given
contemporary subject matter

4. Winner of the 2010 Sundance Grand Jury Prize, and
heralded as possibly the best war film ever made,
Restrepo focuses on the deployment of a US
platoon in Afghanistan’s hostile Korengal Valley .
Over the course of 15 months, the two filmmakers
Tim Hetherington and Sebastian Junger (author of
The Perfect Storm) lived with the unit shadowing
their every move, resulting in extraordinary
footage. From spectacular combat and ambush
scenes to difficult discussions with local village
elders, civilian and military deaths, never before
has such access been granted. Restrepo is as close
as it gets to seeing what life as a soldier is really
like.

5.  WHAT IS THE TARGET AUDIENCE? We identified 2 main
target audiences:
 PRIMARY: The ‘Guardian’ readers:
 ANGLE: Journalism at its best – transparency, no agenda.
 Focus on press around the filmmakers, their experience of
shooting the “raw experience of war”, and their success in
reporting conflict in an utterly transparent way.
 SECONDARY: Mainstream - predominantly male audience
18-35:
 ANGLE: The real deal, and the real heroes. The soldiers’ voice, the
experience through their eyes.
 The mates, the missions, the good times, the bad times. This is the
real deal, the most dangerous valley in Afghanistan. Forget what
you’ve seen before, the war films, the news reports; this is it.

6.  OTHER: Women
 ANGLE: The complexity of war pared down to the
simplicity of emotions.
 The guys, their vulnerability, what they feel, who
they miss, and how they cope.
 From several previews screenings, women’s
response to RESTREPO was overwhelming. We
were approached by many women wanting to
show the film or take part in the campaign. They
described the film as “finally, an uncomplicated,
apolitical, humane piece of film making about the
soldiers as human beings, rather than machines
serving for someone else’s purpose.”

7.  WHAT IS THE TOPLINE RELEASE
STRATEGY? How do you ‘find’ your audience?
 Concentrating windows, mix of London and
key cities opening cinemas, alternative venues,
focusing on social media and online marketing
to build and spread word of mouth, generate
debate and grow online community
interactivity online.

8.  Concentrating windows: Given the TV
broadcast date and in order to achieve the
widest reach and highest possible revenues, the
strategy was to concentrate the release as much
as possible by bringing release windows closer.
 The release strategy revolved around the
notion that RESTREPO is a film that would
generate significant word-of-mouth, so closer
release windows will maximize impact and
make the film available to everyone while there
is buzz.

9.  CAMPAIGN ELEMENTS
 The campaign focused on:
 Enabling people to get actively involved in the film
campaign long before the release.
 Capitalising on word-of-mouth, growing it to
maximise exposure for other windows.
 Enabling anyone in any UK area to see this film
while the buzz is happening.
 To integrate physical community screenings with
the online space, rather than treating them as
different areas. We want to create a synergy
between physical and online exchanges.

21.  Excellent reviews
 £60K+ made in cinemas
 15K+ DVDs sold to date and continued strong
sales
 No. 1 documentary title on iTunes
 Oscar nominated
 Recognised as one of our most successful
campaigns to date

22. Thank you