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It Was A Good Night For… All the winners

It Was A Bad Night For… Not sure about you, but we spotted one or two casualties dotted around the venue…

So, as we always say after this kind of event, how was it for you? And, more pertinently, how’s the hangover? The annual BVA Awards bash is over and, from The Raygun, congratulations to all the winners and commiserations to the losers and those nominated. To mark the highlight of the industry’s social calendar, we offer up a special edition of The Raygun newsletter, listing those winners in full…
You all know what to expect now… The event, held at Old Billingsgate in London, its traditional home for the past few years, was a sellout, with Warner being one of the biggest winners on the night, picking up three gongs for the final Harry Potter outing, Deathly Hallows Part 2, while Revolver, something of a specialist when it comes to picking up gongs, earned itself three awards. Universal won two gongs, while there were special awards for the Industry Trust For IP Awareness’ Moments Worth Paying For campaign, and the British Board Of Film Classification. Commenting on the awards, BVA director general Lavinia Carey said: “The judges found a phenomenally high quality of entries this year and the difference between winners and highly-commended was wafer thin.  This is a reminder of the importance attached to the video sector, without which much of our favourite content would never get made or reach such wide audiences, whether on dedicated players, connected devices or standard television screens and that so much of its success comes down to British talent and ingenuity. We were delighted to present the BBFC with a BVA Special Award to mark their achievements in adapting to industry’s needs over the video industry’s relatively short life in this their centenary year. And our copyright awareness campaign, “Moments Worth Paying For” run by the Industry Trust for IP Awareness, deservedly won Industry Initiative of the Year as another British success story in cross-sector collaboration for the benefit of the entire audiovisual industry.”
In this special newsletter, we’ll look back on the event, running through the awards in chronological order, with additional judges’ and other comments. The event was opened by host Miles Jupp, stand up comedian and, as he openly admitted during his monologue, Archie the inventor from Balamory. We particularly liked his bit about drunk people, which included a swipe at Paramount md and BVA chairman Charlie McAuley. “Some man from some thing is starting to talk through another thing about some stuff… At that moment you realise how staggeringly p*ssed you’ve become,” he said. We also liked his bit about possible video-related awards: “Best use of the rewind button, best use of the tracking wheel, most gratuitous use of the pause button,” as well as some old-fashioned video references: “Are the Betamax people in here tonight?”

Smartly, given the usual slowly rising hubbub throughout the awards, organisers decided to give two of the most important awards, the Industry Initiative and BVA Special Award, first, rather than, as in recent years, at the end of the event. In the case of the former, it was, noted BVA director general Lavinia Carey “initiatives that benefit our whole sector.” The Moments Worth Paying For campaign was “beginning to show it’s making a difference”. And for the Special Award, Carey stated in the awards brochure: “The BBFC has employed an ‘outward-facing and commercially focused’ approach to achieve the status of a modern, responsive organisation, its aim to stay ahead of the curve in our rapidly evolving industry by keeping up to date with the latest technology and through a positive working relationship with all its customers is applauded by BVA members in the year of the BBFC’s 100th anniversary.”

And then it was time for the rest of the awards, here they are, in full.

Marketing Initiative Of The Year – Catalogue Campaign went to Sony Pictures Home Entertainment and its Moviextras. The judges noted: “Moviextras is different, forward thinking and the initiative was clearly designed with profit margins in mind rather than simply selling more units at a low price.”

Marketing Initiative Of The Year Catalogue Product was won by Fox for its Star Wars The Complete Saga on Blu-ray. “Fox didn’t just rely on the size of the franchise to sell the release it did more than it needed to do in terms of investment to ensure a successful outcome,” the judges said. “The campaign was also particularly useful for Blu-ray in that it educated consumers about the format and why they should buy it.”

Marketing Initiative Of The Year for a Film With A Box Office Of Over £10 Million went to Warner for Harry Potter And The Deathly Hallows Part 2. The judges said: “Blockbuster property or not, Warner Home Video did a great job on the final instalment, employing a highly innovative and, at times, brave campaign to keep the franchise fresh in consumers’ minds. The fact that the final movie in the series has become its fastest seller on disc speaks volumes about the campaign behind it.”

Marketing Initiative Of The Year for Film With A Box Office Of £3 Million To £10 Million was picked up by Senna (Universal). “A genuine 360 degree marketing campaign across all channels helped Senna achieve a phenomenal result for a documentary.”

Marketing Initiative Of The Year for Film With A Box Office Of £1 Million To £3 Million went to Revolver for Anuvahood. “Event-driven,” the judges said, “it was a highly innovative campaign for a challenging genre.” Revolver picked up its second award for Marketing Initiative Of The Year Film With A Box Office Up To £1 Million for Fire In Babylon. “What was impressive about the campaign was that the initial target audience was quite niche however they achieved a really good conversion rate and a great result with a low marketing spend.”

Marketing Initiative Of The Year Music went to Lionsgate for its excellent George Harrison Living In The Material World documentary. “The innovative creative treatment plus highly effective merchandising also were key to this release’s terrific performance at retail.”

Marketing Initiative Of The Year Specialist was won by 4DVD for Sarah Millican Chatterbox Live. The judges said: “The campaign for Sarah Millican’s debut DVD stands out above all the others because she was unique as a female comic, which meant 4DVD had to work much harder to place the title with retailers. The challenge was met handsomely and the use of animation and standout packaging helped build a very good return on investment.”

Marketing Initiative Of The Year for Television went to Arrow for the excellent The Killing. “From a canny acquisition through to a bold premium price point and maximisation of long lead sales, Arrow got incredible bang for its buck from a limited marketing spend.”

Marketing Initiative Of The Year Children’s went to Universal for Barbie Princess Charm School. The judges said: “It was clear that Universal really fought for this release taking what might have been just another franchise release and successfully making it feel like a much bigger event.”

Revolver picked up its third award for its digital campaign for Anuvahood in the Creative Initiative Of The Year. “For two months, Anuvahood was the top film across all digital platforms, outperforming Hollywood films with much bigger budgets and two or three times the box office.”
The Supplier/Agency Of The Year award went to marketMe. “In every sense, a hugely admirable agency,” said the judges.
Bricks And Mortar Retailer Of The Year went to HMV. “HMV continues to provide the widest choice of video entertainment on the High Street and offers the consumer a real browsing experience.”
Amazon was the Online Retailer Of The Year. The judges said: “Amazon continues to dominate the online retail landscape and strives to improve both its customer and vendor portals and ultimately the online experience for the consumer.”
Rental Service Of The Year went to LOVEFiLM. “LOVEFiLM has successfully delivered a service with simplicity to the consumer and managed to start the transition to digital delivery quite seamlessly.”
The winner in the Online Digital Service Of The Year category was iTunes. “The ease and reliability with which iTunes delivers content to its consumers is truly outstanding,” the judges said.
Tesco and Blinkbox’s “buy the physical, get the digital” campaign won the Retailer Initiative Of Year. “A UK first, the Tesco Blinkbox digital video initiative is a pioneering commitment to the delivery of future-proof home entertainment, while maintaining the relevance of physical media in bricks and mortar stores,” the judges noted, adding that it was “truly forward looking”.
The Best British Title Of The Year, as voted for by consumers at, was Harry Potter And The Deathly Hallows Part 2 (Warner), while the non-film winner was Frozen Planet – The Complete Series (BBC Worldwide). HMV’s head of visual Rudy Osorio said: “HMV is always delighted and honoured to support the BVA Awards – and particularly to sponsor the Best British Film and TV categories in this diamond jubilee year. We had a tremendous response from the voting public, which is not surprising when you consider how incredibly high the standard was – reflecting on the great depth of film and TV talent we have in this country.”
The Best British Authored Disc Of The Year was Submarine, the Studiocanal release authored by Dubbs/Eyeframe. “A well put-together title that demonstrates high production values,” the judges said. “A pleasure to watch and simple to navigate.”
The Retail Title Of The Year, based on sales value, was Harry Potter And The Deathly Hallows Part 2, a fitting end to a franchise that has sold 41 million units, while Warner was the Retail Distributor Of The Year, again according to sales value. Both were based on Official Charts Company figures.
And then, the awards over, it was down to the serious partying. And a special mention must go to Go Entertain’s Neil Harrington, the DJ for the event, who played what we can safely say was the best set we’ve heard at the awards for years.
We’ll be getting some pictures from the event up on our website shortly, and we’ll have reaction to the event and further comments on next week’s newsletter, including thoughts from the winners. Normal service on The Raygun will resume with a newsletter being delivered a week today…

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