Presentation for REBOOT: Screening the scene Conference: "Reconceptualising Competitiveness: Navigating Industry Sustainability, Audience Diversity, and Cultural Inclusion in European Cinema"

The European film industry is currently undergoing significant transformations driven by the proliferation of streaming platforms, advancements in artificial intelligence, and increasing demands for diversity and equitable representation. Central to navigating these changes is the concept of competitiveness—a foundational idea widely acknowledged as essential for industry sustainability, international visibility, and economic vitality, especially within smaller national film industries. The CresCine project critically investigates this central assumption, recognising its crucial role while acknowledging that competitiveness, although instrumental for achieving visibility and economic success, is not universally embraced or prioritised by all industry stakeholders.

Competitiveness, traditionally understood within an economic framework, emphasises profitability, market penetration, and international presence. This perspective situates European cinema in direct competition with globally dominant Hollywood productions. Such economic competitiveness remains imperative for enhancing audience reach and securing the long-term viability of European film on the international stage. Nevertheless, within the European cinematic landscape, considerable divergence exists concerning industry priorities. Some stakeholders place paramount importance on competitiveness as a strategic necessity, whereas others prioritise artistic integrity, cultural preservation, and narrative innovation above market-driven objectives.

Emerging audience research suggests that European films encounter significant obstacles regarding widespread distribution and audience engagement in comparison to Hollywood films. While economic constraints undoubtedly influence this circumstance, preliminary qualitative insights obtained through the CresCine project indicate nuanced audience perspectives regarding issues of narrative accessibility, cultural representation, and digital visibility. Consequently, this presentation seeks to empirically examine audience perceptions, experiences, and preferences, thereby contributing to a deeper understanding of the factors that shape the reception and consumption patterns of cinema in small European countries.

Drawing upon empirical data from the CresCine project and situating it within broader technological, societal, and institutional developments, this presentation advocates for a comprehensive and multifaceted conceptualisation of competitiveness. It proposes an integrated framework that aligns economic imperatives and international visibility with audience diversity and issues related to cultural presence and representation. Such an approach addresses the interests of stakeholders across the commercial-artistic spectrum, fostering collaboration and intersectionality. Ultimately, adopting this nuanced perspective on competitiveness could facilitate collaborative policymaking and strategic innovation, steering the European film industry towards sustainable economic performance, enriched audience diversity, cultural vitality, and greater inclusivity.