Film academy CEO on how to get Canadians to care about Canadian

first_img LEAVE A REPLY Cancel replyLog in to leave a comment Advertisement Facebook Why come home to take a seemingly thankless job like this?I felt like I had a unique perspective on what was coming out of Canada. I was just blown away by the quality of the work, and by the unique perspective of it. The technology piece has always been really exceptional on the world stage. I was always amazed that the average Canadian had no idea.“The technology piece”?The work that’s being done in Canada in interactive storytelling and gaming.Ah. Okay, so you’re excited about Canadian content, but how do you persuade regular folks to care about the CSAs when most of them haven’t even heard of the best picture nominees?That’s obviously the heart of the question I ask myself every single day. The way the Canadian industry is set up right now, we fund people to make work, but we don’t fund people to market work. If people don’t know a film is out there, and you’re not marketing it to them as American companies do, then you won’t get people to see it. It’s not that complicated, actually. So, one of the things I’d like to see the Canadian Academy do is actually market our content to average Canadians. Should the Canadian Screen Awards use that envelope-juggling accountant from PricewaterhouseCoopers who messed up the Oscars?Say what you will about the gut-wrenching finale, people were certainly talking about the show for days afterward. And the CSAs, which on Sunday night will celebrate the best in Canadian films and TV shows, could use whatever publicity they can get.Last June, Montreal-born Beth Janson returned from 20 years in the United States – where, among other jobs, she had been executive director of the Tribeca Film Institute – to take over as CEO of the Academy of Canadian Cinema & Television, which oversees the CSAs. Her first task? Figuring out how to get Canadians excited about an awards show celebrating movies that almost nobody has seen. Advertisement Login/Register With: Advertisement Twitterlast_img