This afternoon we are presenting the new Madrid en Corto 2017 folder, which represents the 13th catalog since the project began in 2005. Over these years, the evolution of distribution processes has been constant. As a result of these changes, we have adapted the folder and materials, especially thanks to the work of Laura Baena, from the Malasmadres club, designer of Madrid en Corto since its inception.
Viewing these changes with the perspective of years, the evolution of the folder itself allows us to understand the technological revolution we have experienced. We have moved from the need for a physical medium, which was essential for festival distribution, to the web and screening links as the most important working tool.
To see this evolution I have compiled the most important milestones, with photographs of the different Madrid en Corto folders:
2005-2010: Traditional Folder Model
The folder we started with in 2005 followed the traditional catalog model of those years. This folder included a DVD disc, a CD-ROM with promotional materials (photographs, dialogue lists, etc.) and the information sheets for each short film, with the technical team, synopsis and director’s biofilmography, in three languages: Spanish, English and French.
These materials were required in most festival regulations. Screening was done from the DVD itself and it was mandatory to send a CD with all the data. Although we had a website, festivals would not validate the submission unless they received the materials on a disc.
This is the folder format we used during these years, sent to all festivals by regular mail and taken to short film markets. We produced about 2,000 copies per year:
This folder included information sheets for each of the short films, with posters and artistic and technical information for each of the short films:
2010: We Eliminated the CD
In 2010, with the widespread adoption of the internet and improved download speeds, we realized we could eliminate the expense of producing 2,000 copies of a CD. These materials were already available on the web and it was much more convenient for festivals, which were gradually discovering the possibilities of the internet. However, in those years there were still festivals that required it in their regulations, so we invented the concept of a digital CD and created a logo with the image of a CD disc in the place occupied by the physical disc:
2012: Format Change and Removal of Information Sheets
Thanks to the experience of the previous year, we made a bigger change. In addition to the CD, we eliminated the printed information sheets that accompanied the folder. We took the opportunity to create a smaller format with less data. The website was becoming increasingly important, and festivals no longer had any problem downloading the materials, including the information sheets.
Furthermore, in this year submission platforms that allowed materials to be sent online were beginning to become widespread, although videos still had to be sent on DVD.
In this new folder model we also removed the director’s biofilmography and reduced the technical information:
2014-2016: Folder Version Without DVD
The evolution during these years was very clear. The use of screening links was becoming widespread and submission platforms already allowed videos to be sent. These changes also meant new expenses and we needed to save costs, so we decided to create two versions of the folder: one with and one without DVD.
One of the versions maintained the slot for the DVD disc, but we added the screening link with a dedicated URL and a QR code:
This design also worked without the DVD slot; in its place we put a ‘Play’ icon:
During these years we had already reduced DVD production to about 100 annually (from the 2,000 we used to produce)
2017: Elimination of the DVD
In recent years we have used very few DVD copies; we have not even used the 100 copies we had been producing. Therefore, it is not worth continuing to produce a print run, however small. The folder we are presenting today has only one version, without a disc.
Cost Savings
Continuous adaptation and innovation in all processes has allowed us to optimize our budget and reduce costs. These savings are not only reflected in the production of the folder, but also in postal shipments. Furthermore, it has helped us address new expenses, especially those derived from the development of submission platforms and festival fees.
We look forward to seeing you at the Madrid en Corto 2017 presentation
If you can join us, we will have a meeting with the directors and producers at 5:30 PM at 31 Alcalá Street and the screening of all the short films will take place at the Círculo de Bellas Artes Cinema at 6:30 PM.
See you this afternoon!!