Hot or Not: Cracking the Code of Film Sales and Distribution Today

The film industry is still recovering from the effects of the pandemic, with cinema attendance rebounding but not yet reaching pre-pandemic levels in most markets. Although blockbusters are driving box office returns, there remains a significant gap in audience numbers for independent and mid-budget films, particularly in Europe. Producers need to be aware of this new reality as they plan their distribution strategies, ensuring their projects align with current market demands for both domestic and international releases.

The returning audience is showing renewed interest in major cinematic experiences, often preferring action-packed blockbusters or films with recognizable IPs. However, certain markets, such as those in France and Denmark, have shown increasing support for domestic productions, indicating a possible shift toward local storytelling and a renewed interest in European cinema. Producers must understand these trends to tailor their projects for specific markets and genres that are proving to be more resilient in the post-COVID era.

In terms of festival recognition, the hybrid model has become the norm. While festival laurels remain important for visibility, their influence on sales and distribution strategies has evolved. With streaming platforms increasingly dominating distribution pipelines, festival recognition is no longer the sole pathway to success. Producers must now combine traditional festival circuits with digital strategies to maximize their reach and find the right buyers for their films.

Additionally, the discussion will focus on the B2C understanding of producers. In the streaming era, producers need to be more in tune with audience preferences, genre trends, and digital marketing strategies. Many are still adjusting to the demands of a post-COVID market, which requires a deeper grasp of consumer behavior, particularly as hybrid distribution models (simultaneous theatrical and online releases) become more common.