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Audience & Market Strategies


Audience & Marketing Strategies (AMS) is a programme in cooperation with Focal (Foundation for professional training in cinema and audiovisual media). The 3-module programme is designed for 6 – 10 experienced Swiss producers wishing to increase their skills in marketing, national/international distribution and legal issues. The training programme enables independent producers to tackle the challenges they face in an ever-changing industry. It allows them to understand the dynamics of the market and find new audiences for their films. With AMS, participants learn to shape their movies into unique works and to promote their projects at a very early state.

The 3rd module took place within the framework of the Zurich Film Festival. At the end of the workshop, producers have been given the opportunity to pitch their projects in front of an international jury.

For more information visit: ams.focal.ch

AMS Focal Participants


  • Corinna Dästner

    Corinna Dästner

    Producer | DokLab

    At the beginning of 2019 Corinna Dästner moved from the Netherlands to Bern. In Amsterdam she worked as Head of Production at Circe Films (2010-2015) and 2001-2009 in Hamburg Germany as producer at Josefine Filmproduktion. She lectured at the ScriptAcademy Amsterdam (2016-2018) and coached the dramatic development of film projects as freelance script editor. Corinna holds a Master’s degree in German, Media Culture and Political Science from the University of Hamburg and studied Film Theory at Indiana University Bloomington.

  • Azra Djurdjevic

    Azra Djurdjevic

    Producer | Filmgerberei

    *1988 in Belgrade, works and lives in Zurich. Studied German, English and Comparative Literature in Bern and Berlin and graduated with a Master of Arts in 2013. From 2010 to 2015 she worked freelance as Assistant Director, Unit Manager and Production Manager for short, feature and commissioned films. She produced various award-winning commercials and most recently won a Silver EDI as director. Since 2018 she works as producer at Filmgerberei. Her first feature do-cumentary is currently in distribution and she has further feature films in development.

  • Cyrill Gerber

    Cyrill Gerber

    Producer | Milan Film

    Cyrill Gerber, born 1984, studied philosophy and German in Basel. He initially worked as a screenwriter. In 2015/16 he continued his education as a producer at the Bavarian Academy for Television. In 2016-2018, he produced his first feature film as line producer and producer. OUT OF PARADISE won the prize for best film at the Shanghai International Film Festival in 2018. In the following years, he produced and co-produced several feature films and documentaries. As a member of the board of Balimage (Basel Association for Film and Media Art), he is committed to Basel as a film city and is a member of the Swiss producers’ association IG Independent Swiss Film Producers.

  • Núria Gysin

    Núria Gysin

    Producer Assistant | Contrast Film

    While studying media and communication sciences, Spanish philology and social anthropology in Fribourg, Núria gained her first experience in the film industry at the Zurich Film Festival. This was followed by jobs as production assistant and 2nd assistant director before she worked for 4 years in Film Production Support at the Federal Office of Culture. In 2017 she was mandated to organize the Short Film Night Tour. 2020 she completed her Master in Film Business with focus on marketing and distribution of audiovisual products at the ESCAC (Escola Superior de Cinema y Audiovisuals de Catalunya) in Barcelona before she joint Contrast Film in December 2020.

  • Judith Lichteneckert

    Judith Lichteneckert

    Producer | Emilie Productions & Perron X

    Lives and works in Zurich and Basel (CH/HU dual citizen). 
    Judith Lichtneckert studied English, Media Science and Sociology at the University of Basel where she also attended various interdisciplinary film/video seminars. 2001 she got a degree as a multimedia master at the NSH Basel. From 2002 – 2012 she worked at point de vue audiovisual productions in Basel (documentaries, commissioned films and AV installations). In 2005 she started to produce documentaries and joined the cooperative. From 2006 she has further been working as a 1st AD and production manager for feature film productions, TV series and commercials, and from 2007 also as a freelance producer. 2012 leaving point de vue; 2013 founding of Emilia Productions GmbH. 2016 release of her first feature doc as a director – RESET – RESTART. 2018 she joined Snakefilm GmbH to produce the CH/HU co-production DIE SCHWARZE SPINNE. 2020 founding of Perron X GmbH. From 2019 on the board of SFP (Swiss Film Producers) and Zurich for Film and from 2021 on the board of SFM (Swiss Fiction Movement).

  • Nadine Lüchinger

    Nadine Lüchinger

    Producer | Filmgerberei

    In 2010, Nadine graduated in Cultural Anthropology, Economics and Political Sciences at the University of Zurich, focusing on Visual Anthropology. For her thesis she produced, directed and edited the documentary LIFE IN BUBBLES in Buenos Aires – a complete autodidactic adventure, which was shown at several festivals and won two awards. Later she worked for the renowned Swiss production companies Dschoint Ventschr and maximage. In 2014, she became a producer at Filmgerberei and started to establish the fiction & doc department. Since then, she produced several award-winning and internationally shown shorts and a medium length film. She also produced a web series and is currently producing a feature documentary (co-production). Furthermore, she has several feature length films (fic & doc) in development. In the past 3 years, Nadine has participated at several programs among MAIA Emerging Producers workshop, MOP Meeting at Max Ophüls and Rotterdam Lab at IFFR and EAVE Producers Workshop.

  • Caroline Meier

    Caroline Meier

    Producer | Milan Film

    Caroline Meier studied Cultural Management in Basel and Media Studies in Zurich. She started at the Zurich Film Festival as part of the press team and then joined the cultureoriented communications agency Eggliwintsch. Later she moved to Basel to take up a position as Head of Promotions at the film distribution company Cineworx, where she also took over the coordination of the office & the communication of the association Balimage as a secondary mandate. After a brief detour into the gastronomy and hotel industry, she finally joined Milan Film as Producer and Co-Director of the company, where she can now combine all her skills.

  • Dario Schoch

    Dario Schoch

    Producer | Catpics

    Dario Schoch owns Catpics alongside Rajko Jazbec and Sarah Born. In 2021, Catpics merged with CognitoFilms. Recent projects include co-productions with Germany, Italy, Austria, Serbia and Czech Republic. Dario holds a Master’s degree in Journalism, History and Film Production from the Universities of Fribourg, Madrid and ZHdK. He is an EAVE alumnus and he is also the founder and co-director of «Porny Days», a film and performance festival dedicated to all aspects of sexuality. Whenever Dario can, he spends his free time in his log cabin in the far north of Sweden.

  • Franziska Sonder

    Franziska Sonder

    Producer | Ensemble Film

    Franziska Sonder attended the German-French Masterclass Ludwigsburg-Paris at the Ludwigsburg Film Academy and la fémis in Paris. Participant of the Ex Oriente development program (focusing on Eastern European co-productions) and among the participants in Eurodoc 2018, the Rotterdam Lab in 2019 and Emerging Producers 2022.
    Franziska Sonder founded the production company Ensemble Film and works as a producer in Zurich. The first released short THE GAME by Roman Hodel premiered in 2020 at the 77th Venice International Film Festival and the 360 degree documentary CAVES by Carlos Isabel Garica in 2021 at VR Expended at the 78th Venice International Film Festival. LOVING HIGHSMITH by Eva Vitija was the opening film at the 57. Solothurner Filmtage.

  • Amel Soudani

    Amel Soudani

    Producer | Amka Films Productions

    Amel Soudani is a producer and communication specialist. After having worked for several years for many production companies, in 2007 she co-founded the production company Cinédokké. She worked for the Swiss government as Head of Digital Communication for Expo2015, and as Head of Communication and member of the board of the Locarno Film Festival. Since 2020 she has taken over the lead of Amka Films as COO and Producer.

The Jury

Stephen Kelliher

Stephen Kelliher is the Managing Director at Bankside Films, the company he co-founded in 2007, where he oversees strategic aspect of sales, marketing and international distribution of Bankside titles. Stephen’s experience spans over 20 years in international sales and marketing at companies including Beyond Films and Vine International Pictures. He is the former chair of Film Export UK.

Diana Lodderhose

Diana has been working in global film journalism since 2005. She is currently the International Features Editor at Deadline, a role she has been in since 2021. Based in London, Diana has frequently covered all major film festivals and markets including Cannes, Berlin, AFM, Toronto and Sundance. Prior to joining Deadline, Diana was the UK correspondent for Variety and also covered film news and box office at Screen International. 

Olivier Tournaud

Olivier is MD of Cinephil, an international sales and advisory firm with a strong reputation for securing international distribution and financing for docs from around the world. There he initiated new projects such as the Israeli-French TV series “Forum”. He later joined Cinephil in 2016 as Head of Sales. Recent titles include Sundance winner and three-time Academy Award®-nominee Flee and two-time Academy Award®-nominee Collective.

Sven Wälti

Since 2012 Sven Wälti works as Head of Film for the Swiss Radio and Television Company SRG SSR based in Berne. He is in charge of the „Pacte de l’audiovisuel“, the national coproduction agreement between the SRG SSR and the independent swiss producers. He also represents SRG SSR in the Program conference of ARTE.

Lars Wiebe

Lars Wiebe joined Netflix in July 2021 as Manager, Film EMEA for the markets Germany, Austria and Switzerland. With the film productions Blood Red Sky and München - Im Angesicht des Krieges, Wiebe and his team have already landed two international successes on Netflix. Wiebe is currently working on the film Im Westen nichts Neues and is in post production on Peter Thorwarth's second Netflix project, Blood and Gold.

The Winners

Franziska Sonder and Nadine Lüchinger

Barbie Heusinger, Franziska Sonder, Nadine Lüchinger, Mathias Noschis (f.l.) © Ricardo Souza for ZFF

Franziska Sonder (Ensemble Film) wins with BECOMING ASTRONAUT the AMS Jury Award 2022. Nadine Lüchinger (Filmgerberei) receives with IMMORTALS a Special Mention from the ZFF Summit Climber.


AMS Focal 2020

2020: Paolo Moretti, Barbie Heusinger and Noah Bohnert (WOUND) with AMS Jury Award (left to right)