First of all, we have to pay tribute to the work Telefilm Canada has done in the past few years regarding both development and production. The people in that institution put a great deal of work into their projects. They tried to adapt to a reality that is moving at a maddening pace. They worked with partners in the market. They also need to be congratulated because they were dealing with budget cuts, but attempted to touch the core of their operations as little as possible. It is very important for us to point out that the team at Telefilm Canada understood well the work it had to do with its partners.
Moreover, it will no doubt be very important that everyone who works directly or indirectly with the film industry meet at the working group that is sponsored by Telefilm Canada. This will make it possible to analyze the new situation and to examine operational models, distribution windows and marketing.
Earlier, Ms. Simard mentioned that in a universe where we are flooded with content, the marketing of products must go far beyond the marketing for film theatres. Indeed, we know that consumption outside of these venues represents 97% of views. Our models however are still attached to the distribution to movie theatres and that marketing. We know that the marketing and promotion of products is the key component, after we have produced a quality piece of work.
Yes, funding should be increased to support production, but it has to be done in a context where we are also revising the way we do things. That has to be adapted to 2015.