Síle Culley, a former film distributor from Ireland, emphasizes the importance of audience design in the film industry. This process, in which filmmakers think about their intended audience from an early stage, helps to better position films and make them more successful. Culley, who now teaches workshops, says it's not about tweaking the creative process, but about strengthening the project with the original story intact. She advocates a redefinition of success in the film industry, where not only visitor numbers, but also other goals such as appealing to a specific, involved audience are important.

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