Small European Films: Challenges and Drivers of Change for Distribution and Exhibition

This guide provides a comprehensive overview of the evolving landscape of film release strategies within the European context. This study, conducted under CresCine—a Horizon Europe-funded project—investigates the shifts in distribution practices, focusing on lessons learned from European distributors post-COVID-19. The objective is to offer insights and recommendations to industry stakeholders navigating a hybrid distribution environment influenced by streaming platforms and changes in audience behaviour.

The report identifies key themes and challenges in the film distribution sector, emphasising the tension between traditional theatrical exclusivity and the rising influence of digital platforms. The COVID-19 pandemic acted as a catalyst for experimentation, prompting distributors to explore day-anddate releases and shorter theatrical windows. Despite initial shifts toward digital-first strategies, the industry has largely returned to conventional windowing models, underscoring the enduring value of theatrical releases as a cornerstone of profitability and audience engagement. The study highlights the adaptive strategies of distributors who have embraced flexibility to tailor release plans to specific markets and genres while preserving the unique appeal of cinema-going experiences.

Drawing on qualitative interviews with European distributors and case studies, the guide underlines the critical importance of theatrical exclusivity, which continues to generate the majority of revenue for many films. The guide presents lessons learned touching upon different aspects of film distribution, such as the limitations of shorter windows, the experiment of the day-date-date, timing and competition and changes in consumer preferences and behaviour.

The findings provide a nuanced understanding of how distributors have navigated the post-COVID-19 environment, balancing the need for innovation with the preservation of traditional models. This guide concludes by offering forward-looking recommendations for European film industry stakeholders, such as prioritizing theatrical exclusivity, experimenting cautiously with hybrid strategies, and leveraging partnerships to enhance visibility and revenue.