26/10/2006

In 2007, European Film Promotion (EFP) will launch a new programme called “Picture Europe! The Best of European Cinema”, aimed at encouraging new audiences, cultivating those already devoted to European cinema and increasing the visibility of films with high box office potential.

In EFP’s 28 member countries, recently-produced films that have been successful domestically – and which have the potential to be a box office hit in other territories – will be pre-selected for “Picture Europe!” consideration. Then, partner cinemas in three European cities will select 10-15 films they consider appropriate for their country.

The film programme – which aims to attract the attention of audiences, press and members of the film industry – will run for one week in each cinema and films are to be shown in their original version with subtitles in the language of the respective country.

According to EFP President Claudia Landsberger, "It is an unsettling reality that the majority of our films are limited to their national release. EFP has therefore decided to create a new form of cross-border marketing of European films in Europe. The aim is to create a brand which has the potential to attract a new public in Europe for quality European film".