Film.A.R
Film.A.R. Film and audiovisual Audience Research for European small markets
The research cluster focuses on understanding the tastes and practices of audiences for European films, particularly from smaller European film markets outside the "big five" (Italy, Germany, UK, Spain, France). The primary goals are to enhance knowledge of audiences in these markets, analyze their film consumption habits across channels like film festivals and online platforms, and develop research tools to study film audiences cross-nationally. The cluster investigates two key consumption channels, namely the European content at film festivals, and online platforms, such as Video-on-Demand (VOD).
The research will include focus groups, interviews with VOD providers, film festival curators, and other stakeholders, as well as surveys. It will also feature artistic research through two short films exploring AI in narratives and the return of advertisements in media. The study aims to contribute to a deeper understanding of transnational audiences for European films, using a comparative, multidisciplinary, and cross-national approach.
The project addresses significant gaps in film audience research, focusing on non-English-speaking countries and small markets. It also seeks to improve audience engagement, promote European cultural diversity, and support the FilmEU Alliance’s growth in education, research, and innovation. Ultimately, the research will aid the European film and audiovisual industry in the context of the challenges of media technologies in production and (fragmented) digital markets, and the constant threat of the of the endangering of European cultural diversity, in face of USA hegemony, and AI standardization of narratives.
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