In front of an audience of international stakeholders, professionals, and policymakers, Professor Katharine Sarikakis from the University of Vienna and coordinator of the REBOOT consortium, took the stage to share early findings from a major research initiative spanning eight European countries and one non-EU country. The panel, Circulation of European Films: Youth Preferences, highlighted how teenagers and young adults across Europe engage with, perceive, and value European cinema.

The data behind the panel is drawn from one of the most extensive research efforts of its kind: a survey of 4,000 young people aged 12 to 24 and group interviews with 587 participants in Austria, Belgium, Finland, France, Greece, Italy, Poland, Spain, and Türkiye. The project investigates not only what young people watch, but also how they understand and interact with European content.

The early findings suggest a complex picture. While there is still an appreciation for European films, in Austria for instance, they are often seen as more realistic or socially grounded, young audiences overwhelmingly gravitate toward global productions, particularly from the United States (33.5%), the United Kingdom (23.3%), Japan (16.3%), France (15.3%), and Italy (11.6%). These preferences reflect both market saturation and cultural appeal, and signal the challenges facing European cinema in cultivating deeper loyalty among young viewers.

But REBOOT's presence at Cannes didn't stop at audience preferences. Another critical focus of the panel was gender representation in the film industry. Drawing on recent data from Reboot teams, Professor Sarikakis in her presentation spotlighted glaring disparities in production roles, leadership, and funding access for women across European cinema.

For example: in Poland, only 36% of producers are women, and just 20% of management and production positions are held by women. In Austria, only 26% of production roles are occupied by women, despite policies such as the Austrian Film Institute's Gender Incentive. Spain dedicates 35% of its general aid budget to projects directed by women, yet women remain underrepresented in high-level roles. Finland shows relatively stronger figures, with 43.4% of films in 2017 directed by women, but the country still faces underrepresentation in industry narratives and recognition.

The team also explored how many of these female-led projects fare in awards circuits and festival selections. In Austria, for example, 69% of films directed by women between 2012 and 2019 were selected for at least one film festival, proving that visibility and support can yield results.

The panel was moderated by Dr. Mª Trinidad García Leiva (Carlos III University of Madrid) with speakers Professor Katharine Sarikakis (REBOOT Coordinator, University of Vienna), Isabela Vargas Miranda (REBOOT researcher, Spain), Marianna Vargas Gurilieva (Film Commissioner, Dominican Republic), and Marcio Migliorisi (Uruguayan Film and Audiovisual Agency – ACAU). Together, they expanded the discussion beyond Europe, offering critical insights into how European films are received and circulated in Latin American markets. As REBOOT continues its work, comprising nearly 40 researchers across European countries these early results are a vital step toward shaping inclusive, engaging, and future-oriented European film policy.

The project Reviving, Boosting, Optimising, and Transforming European Film Industry aims to leverage the existing strengths of the European film landscape while strategically and tactically optimizing the potential held within European youth audiences. These audiences are viewed both as emerging viewers and as essential components of European citizenship. The REBOOT project unites partners from ten diverse countries across Europe, comprising a total of 40 participants in the consortium. With a budget of € 3.800.000, the consortium composed by twelve institutions such as the University of Vienna as coordinator, Universite De Liege, Hellenic Foundation for European and Foreign Policy, Universidad Complutense De Madrid, Erasmus Universitesi, Universiteit Gent, Universidad Carlos III De Madrid, Scuola Superioredi Studi Universitari e di Perfezionamente S Anna, Universite Cote D'Azur Kadir Has Universitesi, Jyvaskylan Yliopisto, and Uniwersitytet Warszawsk is positioned to boost the European film landscape, harnessing diverse perspectives and expertise to ensure its success.

For media inquiries or further information, please contact Gentiana Ramadani (✉ gentiana.ramadani@univie.ac.at).