The best domestic film opening in 2022, with an impressive nearly 30,000 viewers in the first three weeks of screening, marking the fourth-best opening of a Croatian film of all time.
Intoduction
The Sixth Bus, a film produced by the Artistic Organization MissArt, is a powerful drama by director Eduard Galić about the fall of Vukovar. The film is based on a true story surrounding the so-called sixth bus, which transported captured defenders and wounded individuals from the Vukovar hospital-people whose fate remains unknown more than 30 years later. This feature film about Vukovar draws from over a decade of collected sources, including transcripts from the Belgrade trials for the Ovčara massacre, which form an integral part of the script. Despite in-depth knowledge of the subject, rich film material, and an exceptional film crew, the production faced numerous challenges, including filming during the COVID-19 pandemic, limited financial resources, and various other obstacles.
A comprehensive communication campaign was necessary for this truly unique Croatian film – one that would raise public awareness and generate interest in the film and its theme among all target audiences, positioning it as a valuable and distinct contribution to the Croatian film industry. This was achieved through targeted messaging, well-timed communication, and a high level of emotional engagement from the target audiences, resulting in exceptional outcomes.
Our approach
To achieve the set goals, a comprehensive communication strategy was developed, along with an accompanying communication and marketing plan. Using a mix of marketing tools and public relations tactics-via traditional and online media, as well as direct communication with key stakeholders (ministries, the Government of the Republic of Croatia, institutions, local and regional authorities, schools, distributors, film festivals…) – the campaign was rolled out in three phases, gradually building interest among target groups. At the same time, strong relationships were developed with each of these groups, while carefully withholding the full content of the film until its release. The campaign also involved the participation of the film’s actors, with additional impact driven by planned appearances at the Pula Film Festival and Sarajevo Film Festival. Excellent social media campaign results, combined with strong collaboration with key stakeholders, directly contributed to cinema attendance and the film’s overall success.
Results
Following the strategically timed premiere on November 15th, 2022-just days before the national Remembrance Day for the Victims of the Homeland War and the Vukovar and Škabrnja Remembrance Day- the screening, attended by nearly 500 people, and the beginning of distribution in more than 55 cinemas across Croatia on November 17th, audience interest in The Sixth Bus was truly encouraging.
Distributed by Duplicat, the film drew nearly 30,000 viewers in the first three weeks alone. In the following months, a total of 32,300 viewers saw the film in theaters – an excellent outcome for a Croatian film, especially considering its record-breaking opening and position as the fourth-best domestic film opening in Croatian cinema history.
All of this was widely covered by Croatian media through articles, interviews, and media sponsorships. The film was also named Best Feature Film of 2022, receiving the Golden Studio award from the readers of Studio magazine and Jutarnji List.
