Potsdamer Platz – The bears rock the show

Interview with Anne Marburger Head of Communications & Marketing


What professional career are you looking back on before you became head of communications & marketing at the Berlinale?
Studied German, art history and Italian in Heidelberg and Cologne.
After studying I started in various publishing houses before I moved to the film promotion and public relations department of the Film Foundation NRW and to the media and film society Baden-Württemberg.

How many years have you been part of the Berlinale team?
I have been part of the Berlinale team for 13 years.

What does it take to have a great movie night?
When the film touches yourself and all the people who are watching it with you. And you feel the need to exchange about it – as with On Body and Soul, last year’s winner of the Golden Bear.

Could you please describe the tasks and challenges of your daily responsibilities?
The team of communication is responsible for the entire external appearance of the Berlinale. Together with an agency we develop the annual festival posters. In addition to the editorial and control of all online channels (Berlinale website, apps, social media, etc.), we are responsible for the coordination and production of all print productions such as Berlinale Journal, the section brochures, banners, posters and much more. As well as inclusion measures, merchandising and media partnerships.

What was your greatest personal success or the most beautiful experience since you are working for the festival?
To see that our inclusive program works for people with restrictions. It does contribute to the fact that everyone can participate in the festival experience, which is a great achievement.

Which goals and strategies do you focus on concerning your communication in 2018?
Every year we optimize our communication in order to make the Berlinale experience as pleasant and relaxed as possible for our visitors. Of course, this is a special challenge, but we get our feedback directly from the audience due to consulting them in the shopping arcades or cinema foyers concerning different service topics.

Could you tell us something about the concept of the bear motifs on the official festival posters and in which places can they be seen on Potsdamer Platz?
In 2016 we were very impressed with the concept from the Swiss agency Velvet. They understood in a beautiful way how to link Berlin and the Berlinale with different bear motifs. Also, we received lots of positive feedback, so that we committed the agency for the following two years. The selection of the motifs has been a lot of fun for us and we hope that our audience will be as enthusiastic as we are.
The posters are shown around Potsdamer Platz and the whole city from the end of January. In addition, all Berlinale venues are also equipped with large motifs of the series.

Where can the audience purchase the official festival posters with the six different motifs?
You can buy the posters in our merchandising shop in the Potsdamer Platz arcades or online at Berlinale.de/shop – we have increased our circulation due to the huge demand of the past years. In any case, it is worthwhile to stop by the arcades or get inspired at the Berlinale shop.

What makes the link between Berlinale and Potsdamer Platz so special?
The festival opening takes place in the Berlinale Palace. Three glamorous red carpet premieres will be held there every day. The Golden Bear and the Silver Bears are also awarded in the house at the Marlene-Dietrich-Platz. In addition, the CinemaxX is accessible as one of the most important venues in the shortest possible walking distance for the fans. Many of them live in hotels around the square, but can also use Potsdamer Platz as a transport hub to easily get anywhere from here. This location offers an excellent infrastructure to successfully perform a festival of this size.

What do you associate with Potsdamer Platz, away from the festival?
History on the one hand, metropolis on the other. It is probably one of the most moving places in Berlin. This is quite vividly illustrated by the painting “Potsdamer Platz” by Ernst Ludwig Kirchner from 1914, which belongs to the collection of the National Gallery. Today, the architecture and the abundance of offers for this very special urbanity, which has marked the Potsdamer Platz since the beginning.

Where is your favorite place at Potsdamer Platz? Do you have a recommendation or insider tip for our readers?
My favorite place is the Tilla-Durieux-Park, the greenery at the Gabriele-Tergite-Promenade.

Thank you very much for the great conversation and the interesting behind the scenes glimpses. We wish you much success, and above all a lot of fun, at the 2018 Berlinale!


To the official website of the Berlinale: https://www.berlinale.de/en/HomePage.html

Anne Marburger