TorinoFilmLab - Training, development, Funding


TFL Audience Design Fund




The TFL Audience Design Fund completes the comprehensive support offered by TorinoFilmLab to worldwide audiovisual professionals, adding a further essential step: audience engagement and distribution.

Open to all cinema forms: fiction, animation, creative documentary.


The applicant must be a producer or a sales agent established in one of the countries participating in the MEDIA sub-programme (*), applying with an eligible project (see below).

3 distribution grants of € 40.000 each will be allocated to the selected company.



The Fund exists since 2014 thanks to the Creative Europe – MEDIA sub-programme support to International Co-production Funds.

The TFL Audience Design Fund aims at encouraging and supporting the implementation of innovative audience development and outreach strategies at the moment of distribution – designed specifically to accompany the release of each selected project in three territories, creating a link with TFL’s Audience Design initiatives.

In 2019, a total of 3 TFL Audience Design Fund Awards of € 40.000 each will be granted to companies presenting an eligible project (feature film, animation and creative documentary) for selection, to be released in 3 territories within May 30th, 2021.

The TFL Audience Design Fund includes a TFL Audience Design consultation with 2 TFL Alumni trained in the FeatureLab - audience design programme, that aims at defining a strategy to reach, build and engage audiences to support the moments of sales and distribution.

The film team together with the experts will brainstorm to sketch out the key goals and points to address in the strategy outline. They will meet in person for 2 days during which they will finalise the elements of the strategy. The consultants will present a 10-page Audience Design Strategy, which will highlight the actions to be prepared during the pre- to post-production and carried out up during the distribution, so as to later report the results to the Fund. The strategy will cover the different channels and devices for distribution and in general all media.

TFL covers the consultancy cost and accommodation, while the film teams must pay their travel costs, which can be included in the Audience Design Budget presented in the application.

All 3 selected projects will be presented to our audience of industry professionals in the TFL Catalogue 2019, to be handed out during the TFL Meeting Event in November 2019.

1. Eligible Applicants

The applicant must be a producer or a sales agent established in one of the countries participating in the MEDIA sub-programme (*). Distributors can’t apply.

2. Eligible Projects

The project submitted must have the following characteristics:

2.1 It must be a feature film, animation or creative documentary of a minimum length of 60 minutes.

2.2 It must involve at least one co-producer from a country that is neither participating in the MEDIA sub-programme (*) nor a member of Eurimages (**).

2.3 The co-producer coming from countries participating in the MEDIA sub-programme must have a share of minimum 20% in the project and cannot exceed 70%. The co-production shall be attested by a signed co-production agreement (a deal memo may exceptionally be accepted) detailing the following basic aspects:
- Joint ownership of all the rights
- Revenue sharing between producer and co-producer/s (exclusive and/or shared territories)
- Definition of the total budget, spending requirements;
- Reference to the treaties applicable.

2.4 The project must be in pre-production, production, post-production stage or completed. It must be scheduled to be distributed (a signed distribution contract may exceptionally be accepted) in at least 3 territories, out of which at least one participating in the MEDIA Sub-programme and at least one third country, by May 30th, 2021.

2.5 The funding agreement offered by the fund can only be concluded with an entity from a country participating in the MEDIA Sub-programme. The funding does not need to be spent in Europe.

2.6 In order to assess the project’s eligibility, the application must demonstrate a Distribution Strategy as well as an Audience Design Strategy (please read the FAQ). The dossier should include the documents listed in Paragraph 3.


The Awarded projects must indicate Creative Europe and TorinoFilmLab support in the opening and closing credits, as well as in all promotional, communication and advertising materials, by displaying the Creative Europe Logo (together with the caption “with the support of the Creative Europe – MEDIA Programme of the European Union”) and the TorinoFilmLab Logo (together with the caption: “funded by TorinoFilmLab”).

Projects must apply for the TFL Audience Design Fund specifying which are the 3 territories covered by the grant. Projects can also apply for another Distribution support from the same program funded by Creative Europe – MEDIA, only if it involves different territories.

3. Required submission materials

1) Two-page synopsis;
2) Director’s intention note (including thoughts on who the film speaks to);
3) Director’s bio and links to previous works;
4) Production company and co-producer’s profile;
5) Copy of co-production agreement or deal memo detailing the percentage of each co-producer, the revenue sharing between them, the joint ownership of the rights;
6) Detailed production budget;
7) Financing plan and recoupment schedule including the structure of co-production (names & countries of companies, and percentages of financing from each country) according to form A;
8) Financial agreements and/or letters of intent from financing partners;
9) World Sales profile, if attached agreement with World Sales company or deal memo or letter of interest, as well as a tentative plan for how to position the film internationally;
10) Agreement of Distributors for three territories, if attached. Or deal memo or letter of interest from distributors;
11) Draft of an Audience Design Strategy and description of the overall distribution plans by each distributor and/or each country. The drafted Audience Design Strategy must demonstrate innovative approaches, key areas of focus and concrete ideas (see the list of eligible costs below and in form B);
12) Detailed Distribution & Audience Design Strategy Budget for each country;
13) Financing plan for Distribution & Audience Design Strategy including the support from the TFL Audience Design Fund for each of the 3 territories/globally;
14) Production timeline and release timeline in each of the three countries of distribution;
15) Rough cut in English version or with English subtitles (link to an on-line streaming platform), if available.

4. Application and Selection Procedure

Click here to access the on-line application form and submit your project (registration on the TFL Visitor Page is required).

An internal pre-selection will evaluate if the project match all the eligible criteria. During this stage, TorinoFilmLab staff may require Skype interviews with applicants. Then, a Selection Committee will evaluate the eligible shortlisted projects. The process will be completed within 1 month from the deadline of the Call.

Each eligible application will be evaluated on the basis of the following three elements:
1) Innovative Audience Design/Engagement Strategy Plan as well as a Distribution Strategy for each territory;
2) Accuracy of the release timetable for each territory;
3) Cost efficiency of the described strategies.

All 3 selected projects will be presented to our audience of industry professionals in the TFL Catalogue 2019, to be handed out during the TFL Meeting Event in November 2019.

5. Coordination and follow-up of the Audience Design Strategy

Up to 10% of the Award of € 40.000 must be allocated to employ an Audience Designer/Strategy Coordinator, freely chosen by the production/distribution/sales-company, who will follow and support the implementation of the AD-strategy in the 3 territories, as well as monitor and collect data around the releases of the film, to be reported back to TorinoFilmLab by June 2021.

The Company awarded has to demonstrate that the Audience Design Strategy has been implemented and deliver information and materials to measure the impact of the strategy in relation to the defined goals, with qualitative and quantitative results (see form C).

6. Contract and Payment of the funding

The TFL Audience Design Fund Award of € 40.000 will be assigned to the European company presenting the awarded project. The Amount must be allocated from a minimum of € 7.000 to a maximum of € 20.000 for each territory (to be confirmed upon the financing plan of each distributor).

The Award payment will be transferred in two phases:
- 70% of the grant will be paid before the release in the first territory (three weeks prior to the starting date of activities relating to the Audience Design Strategy indicated by the grant recipient for the first territory of release) and after submission of the Audience Design Strategy approved by TFL staff, including the proposed split of the grant in the 3 territories;
- 30% of the grant will be paid after the release of the film in the second and third territory upon presentation of receipts or invoice copies of expenses corresponding to the whole amount of the grant and in reference to eligible costs. Before paying the final installment, we will also ask the team (the AD Strategy Coordinator) to measure the impact of the various activities, so as to be able to map and gather experience on which of the activities were more efficient.

7. Eligible costs

The TFL Audience Design Fund will support the Audience Design Strategy accompanying the release of the film. The eligible costs are those connected to the production and execution of the AD-strategy, as developed in the audience engagement strategy, and subsequently finalised and implemented by the producer and his partners, and to be implemented for each of the three distribution territories envisaged, such as for example:

- Audience Designer/Strategy Coordinator (up to 10% of the grant)
- Story/character/theme based and artistic/creative social-media or digitally driven ideas (both narrative or factual based)
- Innovative cross-platform communication and engagement (local/global)
- Event-based audience interaction ideas (off-line/on-line; local/regional/global)
- Website and on-line creation/design/communication costs (hosting/domains/design/technical etc.)
- Social media manager or similar limited-time staff costs needed for the implementation
- Production/editing of extra or special audio-visual/animated materials to be used in the abovementioned ideas and on-line/digital activities related to the AD-strategy
- Other costs related specifically to developing/producing the prioritised ideas/actions in the AD-strategy
- Translation costs, i.e. website texts or text-based ideas that have to work in more than one language
- Participation cost for the AD workshop (travel expenses)
- Refund for general expense of the applicant (sales agent or producer) that manage the fund (up to 7,5%)


For information about the financial aspects please contact:
For information about the consultation please contact:

*Albania, Austria, Belgium, Bosnia and Herzegovina, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Iceland, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Montenegro, Netherlands, Norway, Poland, Portugal, Republic of North Macedonia, Republic of Serbia, Romania, Slovakia, Slovenia, Spain, Sweden, United Kingdom.

** Albania, Armenia, Austria, Belgium, Bosnia and Herzegovina, Bulgaria, Canada, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Georgia, Germany, Greece, Hungary, Iceland, Ireland, Italy, Latvia, Lithuania, Luxembourg, Montenegro, Netherlands, Norway, Poland, Portugal, Republic of North Macedonia, Romania, Russian Federation, Serbia, Slovak Republic, Slovenia, Spain, Sweden, Switzerland, Turkey. Argentina is expected to join as an associate member on October 1st, 2019.



In which stage of the project can I apply for the Audience Design Fund?
The project must be in pre-production, production or post-production stage. It must be scheduled to be completed and released in at least 3 territories by May 30th, 2021.

Do I need to apply with a signed agreement with three distributors?
Not necessarily, but at least with a deal memo with a real intention of distribution or a letter of interest, accompanied by a distribution strategy and a budget.

Does the minimum share of 20% coming from MEDIA countries have to be the share of one co-producer or can several co-producers from more than one MEDIA country add their shares to reach 20%?
The minimum share of 20% coming from MEDIA countries can be the result of several co-producers.

Can part of the grant be held by the applicant as refund?
The applicant (Sales Agent or Producer) who manages the grant can take up to 7,5% of the grant for overhead expenses.

Is the production of a DCP, teaser, trailer, EPK, theatrical or sales poster, etc eligible costs?
No. Please see the list of eligible costs in form B.

What is an innovative Audience Design Strategy?
It is a strategy that proposes a plan for identifying and engaging audiences from a stage of final development by collaborating in a specific audience design work-process. It defines the specific audiences that you wish to reach, locally and globally, and how to engage and reach these audiences starting from the production process. The strategy prioritises actions and ideas for how to meet a set of audience related goals, defined by the film team, as well as steps towards producing and implementing them. This means, for example, developing innovative digital and social-media campaigns and actions, producing dedicated audio-visual and communication materials aimed at supporting the global promotion of the film, creating a cross-platform community building plan, organisation of event-based on- and off-line promotion, and on-line previews or collaborations with VOD’s or other partner platforms. Ideally, the proposed actions will create synergy across the proposed platforms and partnerships in relation to a specific timeline for their release, so as to support the overall distribution. We recommend checking out the publication Audience Design - An Introduction, for further inspiration.

3 distribution grants of € 40.000 each and tailored consultations to reach, build and engage audiences at the moment of distribution.

With the support of the Creative Europe – MEDIA sub-programme of the European Union