03/09/2025 - VENICE 2025: Participants in the event organised by Europa Distribution described the session as “a rare opportunity for frank, in-person exchange”

On 31 August, the Venice Production Bridge (VPB, 28 August-3 September) hosted “From Stories to Screens – Working Session for Independent Film Distributors and Producers on Effective Collaboration and Successful Audience Engagement”. Organised by Europa Distribution in partnership with the VPB and in collaboration with ACE Producers, EAVE and EPC, the event gathered around 70 professionals – evenly split between producers and distributors – for an intensive exchange at Hotel Excelsior’s Spazio Incontri.

The initiative was designed to strengthen ties across the value chain, bridging the often-separated worlds of production and distribution. Participants were divided into six working groups, which were diverse in terms of the size of markets, geography and expertise. For roughly two hours, they discussed the structural challenges of bringing European films to audiences, before reconvening for a collective wrap-up where each group presented their key conclusions.

A recurrent theme was the importance of involving distributors earlier in the process. Several groups agreed that collaboration at the script stage, rather than at delivery, could prevent common pitfalls and allow for more effective positioning of titles. Distributors insisted on the need to receive materials well in advance, in order to better plan campaigns or adapt to fast-moving markets. Producers, in turn, acknowledged the value of early dialogue in designing packaging, release strategies and marketing assets that would reflect a film’s “DNA”.

Another pressing issue raised was the limited access to screens in several territories, where vertically integrated exhibitors prioritise films with higher commercial potential. Participants noted that this monopolistic tendency makes it harder for arthouse films to secure visibility, exacerbating the competition for limited slots.

Marketing challenges dominated much of the discussion. Speakers observed that the predictability of campaigns has diminished since COVID-19, with success harder to forecast and digital engagement more volatile. This has transformed social media into a full-time responsibility, with many distributors now employing dedicated staff to track campaigns, test materials and adjust strategies in real time.

The role of shared promotion was also emphasised. Participants suggested pooling resources for coordinated marketing campaigns and called for stronger support schemes dedicated to promotion, arguing that without sufficient investment in visibility, even the strongest films struggle to reach audiences. The need for transparency in budgets, delivery obligations and performance metrics was seen as essential to building trust along the chain.

Beyond immediate marketing concerns, some groups highlighted deeper structural issues. They underlined the growing polarisation of the market, where a handful of European films travel widely and attract critical attention, while the majority struggle to find an audience, despite receiving good press and earning awards. The oversupply of titles – with some 2,500 films produced annually in Europe – was seen as a challenge not only for viewers, but also for the professionals tasked with curating and distributing them.

At the same time, positive examples of cooperation were shared, including cases where distributors, producers and sales agents exchanged and coordinated on release dates and marketing to ensure movies were given the best possible chance.

Audience engagement remained at the heart of the discussions. Some participants voiced concerns that cinema is losing its cultural “cool factor”, especially among younger demographics. To counter this, suggestions ranged from film clubs and special screenings of classics to events, merchandising and collaborations with influencers. Initiatives like the Cineville card, which offers audiences (especially young people) a particularly advantageous rate to access multiple arthouse venues under one subscription, were cited as possible models to replicate.

The conversations also touched on the need to redefine success. Instead of chasing blockbuster-like results, several groups suggested measuring achievement through sustainability – breaking even, maintaining long-term relationships among producers, distributors and audiences, and ensuring that films find their rightful place in the cultural landscape.

Despite the challenges, the participants described the session as “a rare opportunity for frank, in-person exchange”. Many underlined how valuable it was to share both best-case and worst-case scenarios, and to recognise that producers and distributors often face similar struggles.

Europa Distribution, closing the session, announced that more activities of this kind are planned for the coming months, alongside further opportunities for feedback and collaboration. The next event will take place in the scope of the Industry Club of the San Sebastián International Film Festival, where a session targeting distributors and sales agents is planned in collaboration with Europa International.