Throughout the last three months, Dutch FilmWorks’ market share has quadrupled, making DFW the market leader in cinemas during the summer of 2020. "Early on we came up with multiple scenarios for our films,” CEO Willem Pruijssers said. “We looked at what the competition was planning to do and determined our strategy based on that. Cinemas were eager for new movies, so they were very happy with what we offered. Sitting on our hands was not an option for us, because no supply means no demand is created.“
After screens reopened in June, DFW rapidly anticipated the new situation and provided cinemas with content. “Our strategy has been successful and we’ve dominated the cinema Top 20 for months," Prujissers said. "Of course, we’re very pleased about that. Given a different constellation of competitors, we would have had fewer opportunities."
The distributor immediately released films that had been planned for earlier in the year. The films include “The Campster,” Pirates Down The Street,” “I Still Believe,” and “Big Trip.” The release was changed for a sooner time after the release of the Dutch “Life As It Should Be” and the acquisition of “Line Of Duty,” “Burden,” and “Relic,” which were quickly added to the line-up.
During the past three months, amid the pandemic, “Pirates Down the Street,” “Life As It Should Be,” “Big Trip,” and “Still Believe” attracted over 100,000 visitors. “Because of the opportunity we identified, we upped our marketing budget and really pushed our films,” Prujissers said. “More than ever, our corporate philosophy of 'Being the fastest in changing all the time' makes sense.”