Thinking how a film is to be released should start before the film is completed. From finding the right partners and allies, to designing matching visuals, to preparing how to talk about the film. Not only is there an audience with expectations and responses, but industry players will also need and want something from your story. There may also be considerations to take into account concerning characters or politics. A strategy that stays true to the film and its filmmakers is therefore essential.

When to involve sales and distribution partners? What to actually ‘release’, and how to work with sensitivities? Director Afsaneh Salari and Sales Agent Maëlle Guenegues (Cat & Docs) dive into these topics in relation to Tehran under the Skin (a world premiere at TIFF and screening in this year’s IDFA Frontlight section), as well as experiences with other films they have worked on. This conversation is moderated by Brigid O'Shea.