EFAD releases ten-point plan to help promote films internationally.


The European Film Agency Directors (EFADs) has released a paper highlighting the need to better promote European films and increase exports outside the continent.

The paper, which includes a 10-point action plan, was put together after a roundtable discussion in Cannes involving the European Commission, film promotion agencies, national film bodies and other representatives of the European audio-visual sector.

The reports says that Europe has not yet reached its full potential in terms of exports despite being a giant market.

It also calls for a clearer and more co-ordinated strategy to boost this growth from organisations at national, European and international level, such as MEDIA, ACP Culture+, Eurimages and national film funders.

EFAD is the body representing the national film agencies from 31 European countries.

10-point strategy for growth:

  1. At European level, the European Commission was encouraged to relaunch a dedicated scheme to support operators in third countries to release, distribute, and promote European works more actively. 
  2. Support initiatives which pool knowledge and best practices on promoting European works in specific markets worldwide. More information sharing is necessary to enhance our understanding of the audiences in specific markets and to develop effective region-specific export strategies.
  3. Test the feasibility of a European cinema label/brand. Create a “European Cinema” brand, so that audiences worldwide recognise that films have a European origin. This will enhance visibility and ensure niche markets are exploited worldwide.
  4. Support initiatives to improve collaboration and develop networks between experts, distributors and festivals around the world. Boost cooperation between film promotion agencies and collaborate with key non-EU markets to work together to tailor promotion. Creative Europe MEDIA should facilitate dialogue and cooperation across the value chain.
  5. National and European funding tailored to each region and which identifies and supports European films which have the most potential for success. This would include building on European gems selected in film festivals in Europe and beyond.
  6. Use existing and establish new film festivals around the world to promote European works. This could include putting together a collection of European arthouse movies to showcase at existing festivals.
  7. Support and cooperate with VoD platforms in non-EU countries interested in buying European films.
  8. Support initiatives which target young audiences, such as events, promotion via social media and film education activities involving universities and schools.
  9. Support the involvement and movement of talents to promote European films in non-EU countries.
  10. A European resource dedicated to facilitating access to promotional material. Pictures and trailers of films could be made available on an online platform for export purposes.

Those attending the meeting in Cannes included Giuseppe Abbamonte (Director MEDIA and Data, European Commission), Christian Bräuer (CEO, AG Kino and Secretary General, Europa Cinemas), Guy Daleiden (Managing Director, Film Fund Luxembourg and Vice-Chair, EFADs), Daniela Elstner (Managing Director, Doc & Film International), MEP Evelyne Gebhardt (Vice-President, European Parliament), Marianna Ibragimova (Director General, P&I Film) and Martin Kanzler (Film Industry Analyst, European Audiovisual Observatory).

Also attending in Canned were Richard Lorber (CEO, Kino Lorber), Daniel Melamed (Executive Director, New Cinema Ltd), Roberto Olla (Executive Director, Eurimages), Lucia Recalde (Head of MEDIA, European Commission), Martin Schweighofer (President, European Film Promotion), Christophe Tardieu (Director General, CNC), Jaime Tarrazon (Federación de Cines de España), Catherine Trautmann (President, Eurimages), Loïc Wong (Director of Cinema, Institut français), and Benjamin Zeccola (CEO, Palace Films), as well as chair Frédéric Bereyziat (Deputy Director, UniFrance).

EFADs vice-president and managing director of Film Fund Luxembourg, Guy Daleiden said: “We made solid progress getting the key European players around a table to identify what needs to be done.

“With the mid-term review of the Creative Europe programme underway and discussions taking place about the MEDIA programme after 2020, now is a good time to agree an action plan and pool our knowledge and best practices to begin to develop a distinct brand for European cinema.”