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(From left) Host Aylin Kazi; TikTok creator Melo Nsuka; Jackie Meire, EU Head of Social at Amazon Prime Video, UK; and actress Runa Greiner, who participated in the EFM 2026 panel "From Community to Box Office: How Fandom on TikTok Drives Impact," held on Feb 13, 2026. (Photo: Winson, courtesy of EFM)

Social Media, Fandom and the Hard Question of Conversion

The question of whether social media buzz can actually drive potential audiences to cinemas is as pertinent as ever. As the first reactions for “The Odyssey” break, we reflect on panels that explored this topic at the European Film Market earlier this year… The news that Christophe…

Berlinale 2026 - Festival director Tricia Tuttle, Silver Bear winner Sandra Hüller and Golden Bear winner Ingo Fliess

Berlinale 2026: Political Strife, Homegrown Success Stories and An Uncertain Future

With near Arctic conditions leaving Berlin covered in a blanket of snow and ice, the 76th Berlin Film Festival took place between 12th and 22nd February. But the chill winds really came from another direction, as a controversy-tinged festival saw organisers plunged into geopolitical debates. As fest…

EFM Industry Sessions - Surfing the Waves: Audience Building in a New Period of Changes (credit: Davide Abbatescianni)

EFM Panel Surveys Exhibition and Distribution in the Current Post-pandemic Phase

On 19 February, the event hall of the Berlin’s Documentation Centre for Displacement, Expulsion, Reconciliation hosted a panel titled “Surfing the Waves: Audience Building in a New Period of Changes,” organized by the European Film Market (EFM) in partnership with Europa Distribution and moderated b…

EFM Got Down to IRL Business in Berlin

The European Film Market’s online editions for 2021 and 2022 did surprisingly good business, but it was with hugs and handshakes that the EFM came back to IRL action, celebrated this year with a rather spiffy grey fabric tote. In hindsight, the real work of the EFM this year might be said to be more…