Film Festivals at EU Delegations Feasibility study exploring different possible modus operandi for making available a package of European films FINAL REPORT A study prepared for the European Commission DG Communications Networks, Content & Technology by: Digital Agenda for Europe This study was carried out for the European Commission by: Internal identification Contract number: EAC-2014-0516 SMART 2015/ 0095 DISCLAIMER By the European Commission, Directorate-General of Communications Networks, Content & Technology. The information and views set out in this publication are those of the author(s) and do not necessarily reflect the official opinion of the Commission. The Commission does not guarantee the accuracy of the data include d in this study. Neither the Commission nor any person acting on the Commission’s behalf may be held responsible for the use which may be made of the information contained therein. ISBN 978-92-79-44438-8 doi: 10.2766/382048 © European Union, 2015. All rights reserved. Certain parts are licensed under conditions to the EU. Reproduction is authorised provided the source is acknowledged. Table of Contents ABSTRACT ........................................................................................................... 5 EXECUTIVE SUMMARY ........................................................................................... 6 LIST OF ABBREVIATIONS USED ............................................................................ 13 Objectives and scope of the study ................................................................. 15 Methodology .............................................................................................. 16 Outline of the Study Report ......................................................................... 17 2. EUROPEAN FILMS AT THE SERVICE OF EXTERNAL RELATIONS, AUDIOVISUAL POLICY AND TRADE IN AUDIOVISUAL WORKS ............................. 18 2.1. EUFFs as an instrument to foster EU strategies and policies ..... 18 2.2. EU Strategy for Culture in External Relations .......................... 18 2.3. EUFFs and culture and audiovisual policy ............................... 21 2.4. EUFFS and trade in audiovisual works ................................... 22 3. IMPACT ASSESSMENT OF EUFFS .................................................................... 24 3.1. Facts and Figures about EUFFs worldwide .............................. 25 3.1.1. An overview of film-related activities in EUDs .............................. 25 3.1.2. Management of EUFFs .............................................................. 31 3.2. D-CA-T assessment of EUFFs ............................................... 36 3.2.1. EUFFs as a tool for EU Diplomacy and Cooperation with EU Member States ................................................................... 37 3.2.2. EUFFs to foster cultural cooperation ........................................... 38 3.2.3. EUFFs for promotion of cinema and a platform for trade in the AV industry ....................................................................... 40 3.3. EUFFs SWOT ..................................................................... 42 3.4. Needs and further requirements ........................................... 44 3.4.1. Access to good quality films ...................................................... 44 3.4.2. Support for better communication and marketing......................... 45 3.4.3. Reasonable budget .................................................................. 46 3.4.1. Trigger more participation from the EU audiovisual industry ................................................................................. 46 4. ‘FILM FEST’ – CONNECTING AND ENGAGING THROUGH FILMS: A PROGRAMME OF PROPOSALS TO MAKE THE BEST OF EUFFS .............................. 50 4.1. General framework ............................................................. 50 4.1.1. Guiding principles .................................................................... 50 4.1.2. Recommendations to achieve minimum quality standards ............ 51 4.1.3. Proposals to provide support to EUDs for the organisation of EUFFs ................................................................................ 52 4.2. Support measures to be implemented at EU Headquarters’ level 54 4.2.1. EUFFs leadership board ............................................................ 54 4.2.2. Creation of a European package of films ..................................... 54 4.2.3. Other support measures for EU Delegations that could be centralised ............................................................................. 62 4.2.4. Creation of an online group for communication to promote knowledge sharing among EUDs ................................................ 66 4.2.5. Selective funding scheme ......................................................... 66 4.2.6. Encourage public-private partnerships ........................................ 68 4.2.7. Online EUFFs and reaching new audiences .................................. 68 4.3. Recommendations to be implemented at the local level ........... 70 4.3.1. Minimum and diversified funding to support local promotion .............................................................................. 71 4.3.2. Curator and festival organiser ................................................... 71 4.3.3. Subtitling ............................................................................... 73 4.3.4. Venues .................................................................................. 73 4.3.5. Seek local partnerships to pool resources.................................... 73 4.3.6. Side Events ............................................................................ 74 4.3.7. Impact evaluation ................................................................... 75 5. FINANCIAL AND TECHNICAL FEASIBILITY OF CENTRALISED SERVICES ................ 75 5.1 Overall estimation of costs of centralised services .................................... 75 5.2 Guidelines to hire/contract an External Service Provider ........................... 77 5.3 Available EU funds ............................................................................. 78 6. CONCLUSIONS AND OVERALL SUMMARY OF THE PROPOSED RECOMMENDATIONS .................................................................................... 80 REFERENCES ...................................................................................................... 83 ANNEXES........................................................................................................... 90 Annex 1 – Survey for EU Delegations on European Union Film Festivals .............. 90 Annex 2 – Respondents and non-respondents to the survey ........................... 109 Annex 3 – Costs of organising EUFFs per region and per EU Delegation ............ 112 Annex 4 - List of persons and organisations interviewed ................................. 122 European Film Festival (South Africa) ................................................... 124 Festival Eurocine (Colombia) ............................................................... 127 Semaines du Film Européen (Morocco) ................................................. 129 Online EUFF in China ......................................................................... 131 MYFRENCHFILMFESTIVAL ................................................................... 134 Festival of German Cinema In China (second edition - 2014) ................... 137 Embassy packages ............................................................................ 139 Selection process – the example of the LUX Film Prize of the European Parliament.............................................................. 144 Annex 8 – General Guidelines for the preparation of the call for tenders ........... 148 Annex 9 – Proposal for a EUFF Evaluation Framework .................................... 150 Abstract In today’s globalised world, the European Union should be equally as concerned about deploying its cultural and creative assets as it is about asserting its political and economic influence. Cinema’s potential to communicate about Europe and its creativity has been recognised by a number EU Delegations (EUDs) in third countries that regularly organise film festivals. Such festivals are often one of the EUDs most effective tools in reaching out and making Europe and its values, stories and creativity known. Unfortunately, European Film Festivals often lack professionalism and are organised on tight budgets. To efficiently build on existing initiatives and ensure that European cinema contributes to the EU’s external cultural relations EUDs and their partners need the following: better access to good quality films, support for communication and marketing activities, more funding to increase festival quality standards, ambitious side events to engage civil society and higher involvement of the European audiovisual sector. The study analyses the current state of affairs in the EUDs and then proposes a set of centralised and decentralised support measures to streamline the organisation of film festivals in a cost-effective way to ensure that they become effective diplomatic, cultural and trade tools for the EU. Executive summary Towards the establishment of the programme ‘FILM FEST’ – Connecting and engaging through films In today’s globalised world, the European Union should be equally concerned about deploying its cultural and creative assets as it is about asserting its political and economic