As the Berlin International Film Festival (Berlinale) and the European Film Market (EFM) wrap up, one thing is clear: European film distribution is at a crossroads.

While streaming platforms have disrupted traditional models, cinema is proving more resilient than expected.

A brand-new CresCine report, led by researchers Heritiana Ranaivoson, Tim Raats, and Paul Hammoud, unpacks key trends, challenges, and best practices shaping European film markets today.

1️⃣ Theatrical Exclusivity Still Reigns Supreme
"Theatrical releases remain the most profitable channel for distributor. If you succeed in cinemas, other windows will follow."

2️⃣ Day-and-Date Releases? Not So Fast
Distributors experimented with simultaneous streaming and cinema releases during COVID-19, but the verdict is in:
"Day-and-date weakens both channels. You burn out audience attraction and lose long-term revenue potential."

3️⃣ Flexibility is Key, but Not a One-Size-Fits-All
Shorter release windows are now the norm, but they vary by film type:
"Arthouse and niche films thrive with longer runs, while commercial titles may benefit from faster digital availability."

4️⃣ Timing is Everything
Major events can make or break a film’s box office success.
"Strategic scheduling around festivals, blockbuster releases, and cultural moments is crucial to maximize audience turnout."

5️⃣ Collaboration Beats Competition
Distributors are finding success by partnering with local cinemas, broadcasters, and specialized streaming platforms:
"Rather than seeing streamers as threats, innovative distributors are forging partnerships to expand reach and revenues."

🎞️ What’s Next for the Industry?
The fresh out of the press report suggests that a hybrid approach—balancing theatrical exclusivity with strategic digital releases—will define the future of film distribution. Adaptability, audience engagement, and smart partnerships will be crucial.

Meet the Authors

Heritiana Ranaivoson – Research Professor at imec-SMIT-VUB, expert in media diversity, audiovisual policy, and streaming platform regulation.

Tim Raats – Associate Professor at Vrije Universiteit Brussel, leading research on media policy & small-market audiovisual production.

Paul Hammoud – Researcher at imec-SMIT, Vrije Universiteit Brussel, specializing in film distribution & policy in European markets.