Sustainable marketing strategies for small distribution European markets

This conference presentation, delivered at the NECS Conference in Lisbon on 19 June 2025 by Dr Małgorzata Kotlińska and Dr Marta Materska-Samek, explores sustainable marketing strategies for European films in small distribution markets. It argues that traditional success metrics such as box office and reach are no longer sufficient and proposes a broader understanding of marketing effectiveness based on relevance, engagement, cross-border resonance, digital innovation, and cultural value. The presentation discusses the structural challenges of small European markets, including limited marketing budgets, fragmented promotion systems, competition from global streaming platforms, and the lack of shared digital infrastructure. It also examines the strategic use of digital tools and AI in film marketing, highlights the value of local cinemas as community spaces, and presents case studies including Kneecap and The Girl with the Needle. The presentation concludes with practical recommendations for producers and distributors, such as using festivals as campaign launch pads, investing in multilingual content assets, strengthening cross-regional collaboration, and promoting transparent, human-centered uses of AI.