FIAD on distributors' strategies for a fragmented media market at UNIC Cinema Days

On October 23-24, FIAD participated in the annual UNIC Cinema Days in Brussels, an exceptional gathering for cinema professionals to explore the latest trends and challenges facing the industry. The event brought together senior executives, exhibitors and distributors, providing a unique platform for sharing insights and fostering partnerships.

FIAD Policy Advisor Emanuele Grassia joined a panel on audience outreach and slate awareness. He highlighted the transformative role of digital marketing and the challenges of reaching today’s fragmented  media landscape. He pointed to substantial investments made by distributors in marketing and promotion. Emanuele presented national case studies highlighting how in in today's attention economy, personalized and interactive marketing strategies have become essential for building anticipation and audience connection. By creating interactive, fan-driven marketing experiences, distributors can turn films into events that engage online communities and boost awareness ahead of a theatrical release.

Katarina Nyman, Director of Film Distribution at Nordisk Film, addressed the importance of aligning distributor and exhibitor efforts, particularly for local films. Speaking at the first Cinema Days keynote panel, she emphasized that local stories resonate deeply with audiences, reinforcing the need for collaboration between distributors and exhibitors to successfully connect with audiences in each market.

UNIC Cinema Days provided a valuable forum for FIAD and its members to engage in forward-looking discussions on audience engagement, industry collaboration, and navigating rapid shifts in media consumption.

Our thanks to the UNIC team for this opportunity to highlight FIAD’s commitment to supporting film distributors in their ongoing efforts to innovate in marketing and ensure that diverse film content reaches its audiences in today’s complex media landscape.