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Real Adverts
All screen advertising for ‘Alternative
Film Nights’ and other events is produced through a unique initiative
- Real Adverts.
Here’s how it works:
Businesses, organisations and individuals buy an ‘advert’. They pay a fee to Real Institute who then negotiates with a film maker to make the advert. The advert is then screened at an Alternative Film Night.
However, total editorial control and creative freedom resides with the film maker. They may wish to work closely with the buyer and make a film that conventionally advertises their product. Or they may never even talk to the buyer and produce something with little obvious connection to the buyer at all. The buyer takes this risk and the risk gives freedom for creativity.
Bizarrely, this scheme has been a great success, and slots for adverts
are overbooked.
“Not for the Real Institute the cheesy standard local restaurant
or driving school adverts with a voice over. Instead these are ”arty”
films, one of which – an advert for the Royal Cambrian Gallery –
has already been snapped up by S4C.” Daily Post (29/12/00)