The Audience Design Lab - 2024

25th - 28th June 2024

What is it about?

The Audience Design Lab is an in-person workshop aimed to introduce the methodology of Audience Design to the next generation of talented filmmakers and by providing insights into the current independent European industry. Over the course of four days, up to 5 film teams will each receive a tailored, creative workshop on their project led by a highly skilled Audience Designer in which they will explore and identify potential audiences and routes to market for their film. The Lab will be supported by one-on-one sessions with industry experts to better support participants.

For a film to exist in the world, it needs to know where it sits both within the market, and with its audiences. Not positioning a film early on means taking a huge risk as success rarely just happens. Knowing who your potential audiences are before you embark on the long, challenging journey of independent filmmaking will give you better chances of finding and engaging in a meaningful way.

Who’s it for?

This workshop is for fiction, documentary, and animated film teams who are either in late development, or have completed their feature.

For projects in development, it will be most beneficial to teams that have developed their projects far enough that they can be clearly defined in terms of story, genre and thus audiences.

  • Feature-length Fiction, Documentary or Animation films

  • All genres and languages welcome (but EN subtitles must be provided)

  • Either in late development or completed (we will accept picture-lock)

  • Team consisting of the film’s Producer and Director

  • The Institute is aiming for gender parity, so strongly encourages female teams

We are keen to promote equality across all its training programmes with a focus on inclusivity across gender, abilities, ethnicity and socio-economic status.

Course outline

The Lab will cover key processes in Audience Design such as:

  • Themes, emotions and values

  • Personas and user journeys

  • SWOT and benchmarking

  • Positioning

  • Industry pitch

  • Ideation / brainstorms

  • And a toolbox of other useful tips & tricks!

Course Leaders


Benjamin Coelle
– Germany – Audience Designer / Sales Expert

Greta Nordio – Italy – Audience Designer

Ewa Bojanowska – Poland – Audience Designer / Festivals Expert

Paul Rieth - Germany - Audience Designer

Mirjam Wiekenkamp - Netherlands - International Publicity Expert

Venue / Location

Impact Hub Vienna
Lindengasse 56

Course Fee

Fee €1,950.00 (excluding VAT) per team

EARLY BIRD rate of €1,755.00 (excluding VAT) per team until 26th April, 2024

Deadline 13th May, 2024

We recommend a base team of Producer + Director, supported by a third member of the film such as Co-Producer / Writer / Executive.

This fee covers daily lunch and coffee breaks and two Lab networking dinners.

Fees do not cover travel or accommodation; these would be additional and at the expense of the participants. A list of recommended hotels and guesthouses will be shared with successful participants within walking distance of our venue.

If you have any questions about this course, content or fees, please email office@screeninstitute.eu

Booking terms and conditions for participants

If you are unable to attend the International Screen Institute course due to (certified) health reasons (e.g. Covid infection), please contact our office. We will consider alternative possibilities for your participation and if no option is suitable, we will allow you to use the payment you have made against the next edition of the course. If you are unable to attend the International Screen Institute course due to any other reasons, please contact our office as soon as you become aware of your impossibility to attend. Depending on the time of your notice, and on the costs we have incurred in connection with your booking, we may not be able to refund part or all of your participation fee. Your case will be dealt with on an individual basis. We reserve the right to cancel or postpone a course if circumstances require it. In this case, your participation fee will be transferred to the rescheduled dates. If you are unable to attend rescheduled courses, you will be entitled to a full refund. If you have any questions about the programme, the application form or financial support needed to attend this course, please email office@screeninstitute.eu


Thanks to Creative Europe Funding, ISI has partial scholarship support available for participants who wish to attend this course from Albania, Bosnia-Herzegovina, Bulgaria, Croatia, Cyprus, Czech Republic, Estonia, Georgia, Greece, Hungary, Iceland, Latvia, Liechtenstein, Lithuania, Luxembourg, Malta, Montenegro, North Macedonia, Poland, Portugal, Romania, Serbia, Slovakia, Slovenia and Ukraine.

If you are not from a Low Capacity Country and can give us a good reason that you are in need of financial assistance and your national screen agency does not fund training in principle, please contact us before submitting your application to discuss whether you can apply for financial support. We have very limited funds available for a limited number of participants in genuine need.

For working parents who have childcare responsibilities, we have a childcare bursary available and a bursary for participants who need extra assistance due to disability or impairment available.

Financial Support

We actively encourage participants to research and apply for financial support with your national/regional funding bodies first who may have bursaries and grants to cover training and professional development.

Please ask the MEDIA Desk in your country if there are any funding opportunities available. Kindly inform us if you apply to a national or regional fund.

Members of the Academy of Austrian Films get 10% discount on the course fees.

Members of VAM (Verwertungsgesellschaft für audiovisuelle Medien GmbH) can apply at the SKE Fonds of VAM for support of the course fees: https://www.vam.cc/pflichtveroeffentlichungen/soziale-und-kulturelle-einrichtungen-ske.

Please see point 7.1.1.a of VAM´s SKE-Richtlinie.

Employees of Austrian companies might be eligible for support granted for trainings at AMS. Austrian creative and cultural professionals can inquire support opportunities for training at Team4: https://www.team4.or.at/

We are currently reviewing all the national funds available in Europe. Below are a few examples:

Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or MEDIA sub-programme of Creative Europe. Neitherthe European Union nor the granting authority can be held responsible for them.