Directors Hub - Identifying and connecting with your audience

Directors Hub #CreativeEuropeDesks

23 JUN // 11:00 // Junta de Freguesia de Espinho Auditorium

Síle Culley, Nicolò Gallio and Valeria Richter;

The capacity of knowing and connection with your audience from early development stage is a very important tool for any filmmaker. Commonly known as Audience Design this set of tools can change how a film is received and allow it to reach new levels due to the connection with the audience.

In this session, we will explore the possibilities of this tool, and how filmmakers can better take advantage of it.


Síle Culley started her career in film distribution at Pulse Films working across their slate of independent films. She then managed worldwide sales & distribution on box office record-breaking alternative content for the big screen at CinemaLive. Síle then joined Altitude Films, where she was responsible for the theatrical roll-out of their slate in the UK & Ireland, as well as their Sky Cinema partners. Since 2019, Síle has been consulting on Audience Design for both independent producers and established production companies throughout Europe. She facilitates and runs workshops for film teams to help them identify potential audiences for their films and the positioning of their projects in the ever-competitive marketplace.

She is an industry expert for Eurimages' Co-Production Fund, as well the Director of The Audience Design Lab at the International Screen Institute in Vienna, launching in June 2022. Síle is an alumni of Berlinale Talents, Torino Film Lab, LIM Less Is More and the NFTS. She is a member of the European Film Academy and the founder of The Breakfast Club, a peer-to-peer network for women working in the Business of Film in Ireland.

Nicolò Gallio is a marketing and communications consultant with extensive experience across cultural and creative industries. An alumnus of the TorinoFilmLab Audience Design Programme, he has a background in PR, media relations and content management for films, festivals, brands and non-profit organisations.

With a vertical expertise in digital communications for the audio-visual industry, he is Researcher & Strategist at the Berlin-based film marketing agency Alphapanda and supports filmmakers, producers and distributors during the whole life cycle of their projects.

He holds a Ph.D. in Film Studies from the University of Bologna (Italy), runs international workshops and masterclasses, and lectures in marketing, communications, cinema and media.

Valeria Richter works internationally, where she writes, develops and consults feature film/TV series, lab/script development and pitch coaching. She consults various events and organisations. She was part of starting TorinoFilmLab and developed the Audience Design Concept for them, writing a free e-book on AD strategies in 2018; she is currently head of studies for the TFL AD Distribution Fund consultancy. Valeria also runs the Industry@Tallinn EmPOWR labs since 2008 and was hired to manage the successful Nordic Genre Boost programme with Nordisk Film & TV Fond. She is head writer/creator of an 8-part TV drama series Next of Kin (Elisa Viihde Viaplay 2022) and runs Nordic Factory Cph., developing the New Nordic Narratives lab- and think tank project, focused on inclusion and sustainability, with Helene Granqvist/Nordic Factory Sweden. Valeria holds an MA in Film & Media from Cph. University and is a member of WIFT DK and EFA.

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