Film Studios Reluctant with Festival Premieres
Major film studios are showing an evident apprehension regarding premieres at film festivals, a trend noted by the weak role of studio-backed films at events such as this year’s Berlinale, where none of the over 200 films showcased are sponsored by major studios. This reality extends beyond Berlin, noting that very few of the major acclaimed films of 2025 chose to debut at festivals. The once-valued festival launch strategy, with its red-carpet glamour and guaranteed press coverage, has lost some of its luster in the eyes of the studios.
The shift can be partly attributed to the outcome of the 2024 premiere of 'Joker: Folie à Deux' in Venice, which, despite the success of the original 'Joker', did not resonate well with festival critics and performed poorly at the box office. While some movies like Tim Burton's 'Beetlejuice Beetlejuice' and the latest 'Mission: Impossible', succeeded after festival premieres, it seems that even films backed by major directors are reconsidering the festival as a gateway to success.
In contrast, for independent and international productions, festivals continue to be a vital platform for gaining visibility and boosting sales. In this new marketing landscape, social media campaigns are coming to the forefront, exemplified by guerrilla strategies of movies like 'A Complete Unknown' and 'Marty Supreme', which chose to generate viral videos over focusing on traditional red-carpet media. The adoption of partnerships with platforms like TikTok by festivals signals a recognition of this new reality in the film market.