MEP Diana Riba I Giner and EFAD Workshop ''Making European Films Travel - From Creation to Audiences''
On 16 September 2026, MEP Diana Riba i Giner and EFAD organised the workshop “Making European Films Travel - From Creation to Audiences: Unlocking the Circulation of European Film”, at the European Parliament in Strasbourg. The event brought together members of the European Parliament, their teams and political advisers and representatives from across the European audiovisual value chain to explore how European films reach audiences accross borders.
The discussion explored the journey - from financing and production to international sales, distribution, exhibition and online circulation of European works. The participants shared practical experiences of the partnerships that help films travel, highlighting that theatrical distribution is the first step towards ensuring audiences discover and get access to the film.
Opening the workshop, MEP Giner emphasised that successful circulation relies on the whole audiovisual ecosystem, including financing, distribution agreements, dubbing and platforms, and highlighted the importance of linguistic diversity.
Anamaria Antoci (Tangaj Production, EPC member) stressed the importance of building relationships with sales agents and other partners who can help films reach audiences. Through the example of Men of Deeds (2022, Romania-Bulgaria), she described how a film’s journey can continue through festivals, theatrical releases, television and online distribution. Networks, skills and sustained collaboration are essential to building visibility for films and talent.
Valeska Neu (Film Boutique, Europa International Chair), highlighted the role of international sales agents as intermediaries between producers and distributors. Often joining projects at an early stage, sales agents identify international potential and support release of films in individual territories. Festivals are essential platforms for those connections.
Eduardo Escudero (A Contracorriente Films, Europa Distribution Chair), emphasised the importance of theatrical distribution in building a film’s visibility and its life on other services. Availability does not automatically lead to viewing, as films need promotion, curated programming and active recommendation to audiences.
Frank Groot (KINO Rotterdam, Europa Cinemas Board), underscored the value of cinema as a space for shared experiences, attention and discovery, alongside the role of trailers, social media, programming and initiatives such as Cineville in attracting audiences to a wider range of films.
Rémi Burah (ARTE KINO), pointed at the importance of cooperation across borders and professions, bringing together producers, technical crews and sales agents, as well as the role of international co-productions, development funding, festivals and lasting partnerships.
Diego Agundez (DG CNECT representative) underscored the Creative Europe MEDIA programme’s focus on helping European content travel and the role of co-productions in supporting wider circulation. He also stressed the importance of contributions from across the sector to a stronger audiovisual ecosystem.
The main takeaway from the lively exchange was that helping European films reach audiences goes beyond making them available. It requires continuous cooperation across the audiovisual value chain, support for cinemas, festivals and theatrical distribution, and stronger promotion and curation online to connect audiences with diverse European stories at home and across borders.
