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Industry Insights: Louisa Mitchell – Home Entertainment Marketing Director, eOne

Industry Insights: Louisa Mitchell – Home Entertainment Marketing Director, eOne

LOUISA MITCHELL, HOME ENTERTAINENT MARKETING DIRECTOR AT eONE

Why do you think you are a Marketing Director for Home Entertainment at eOne?

I love what I do and feel very lucky to work in film. No two movies are the same and every day is different. I work with a fantastic team and we take great pride in ensuring that every film we release reaches the biggest possible audience in the home entertainment window. At eOne we are fortunate to work on a varied slate: we recently released the Oasis documentary Supersonic and The BFG and are working on home entertainment marketing campaigns for Girl on the Train, Arrival and I, Daniel Blake, to name just a few. What’s not to love!

If forced to give one tip to new people coming through, what would it be?

Speak up. Every film is unique and your view is as valid as anyone else’s. Don’t think because you are new or young that your opinion is not wanted.

What tip would you give a newcomer entering your realm so that they might avoid pitfalls?

Find your voice. Don’t be afraid to speak up and ask questions. The more you understand the industry, the bigger asset you will be to the business.

Tell us about where you come from and how it filters into your work.

I grew up in Shepherds Bush and still live in West London today. It was a cultural melting pot and diversity is something I value in the workplace. The work that the FDA and Creative Access do to ensure that the film industry better reflects the society we live in is extremely important. I have had the pleasure to work with some incredibly talented young interns recently via various schemes, and I believe a diverse workforce is not just better for everyone but commercially good for the business.

Tell us about the latest film/exhibition/book/public figure/article to have inspired you.

The film that has most inspired me recently is without doubt I, Daniel Blake. I’ve worked in film distribution for over 15 years and very occasionally a film comes along that transcends all else. It simply took my breath away.

1.2m people in the UK are classed as destitute (which is defined as unable to afford to eat and stay warm) and this includes over 300k children. Ken Loach brings the reality of austerity to life and I can’t imagine anyone failing to be deeply affected by it.

A film like this has the power to challenge, educate and mobilise people. It’s incredibly important that the industry continues to make films that reflect the world we live in and give a voice to the most vulnerable. Ken Loach’s masterpiece has done this so brilliantly.

What frustrates you about what you do?

It’s a very challenging time for the home entertainment sector, but it’s also exciting as the market is changing rapidly. The physical home entertainment market is in decline. The emerging digital ownership business has yet to make up this shortfall in terms of revenue, digital consumption is fragmented and people are confused. EST (electronic sell-through) is competing with SVoD (subscription video on demand) services such as Netflix for people’s leisure time and piracy is a massive problem… And these are just some of the issues the sector needs to overcome!

How do you overcome this?

The way the Home Entertainment industry is working together is unprecedented. BASE (the British Association of Screened Entertainment) is doing a terrific job of identifying the challenges, investing in insight and research, and generally bringing distributors together round the table to develop solutions. As an industry we now celebrate each other’s successes and collaborate with our competitors like never before.

Do you believe in the ‘female gaze’ and what does that mean to you?

It was fantastic to see so many talented female filmmakers such as Andrea Arnold and Rachel Tunnard get the recognition they deserve at this year’s British Independent Film Awards, but sadly women are still underrepresented at a senior levels across our industry. The male gaze clearly dominates mainstream cinema and so films that offer a female perspective are crucial in providing some much needed balance.

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