Europa Cinemas Label
Since 2003, the Europa Cinemas Label has been awarded to a European film by a jury of Europa Cinemas exhibitors at five European festivals: Panorama (Berlinale), Directors’ Fortnight (Cannes Film Festival), East of the West and official competition (Karlovy-Vary International Film Festival), international competition and the Cineasti del Presente section (Locarno International Film Festival), and Venice Days (Giornate degli Autori, at the Venice Film Festival).
The Europa Cinemas Label aims to increase the promotion, circulation and exhibition lifespan of winning films. The Label is awarded at a strategic point in a film's career, at the time of its presentation at a festival and launch onto the international market. The Label mobilises the media, exporters, distributors and exhibitors.
The distribution and exhibition of Label films in cinemas is monitored in collaboration with the international sales companies, distributors and producers of these films.
In 2016, the Europa Cinemas Label enabled 371 network film theatres to increase their non-national European screenings. In total, 613,000 filmgoers saw Label films in the Europa Cinemas Network in 2016.
The Europa Cinemas Label has often highlighted the first films of filmmakers, now considered among the most important in European cinema. Examples include DARWIN'S NIGHTMARE and THE YOUNG LIEUTENANT in Venice, CONTROL and MUSTANG in Cannes, KLASS and BABAI in Karlovy Vary, FIDELIO L'ODYSSEE D'ALICE in Locarno, DIE FREMDE and THE BROKEN CIRCLE BREAKDOWN in Berlin.
To promote Label films even further, we use the services of a press agent, Charles McDonald, in particular for meetings with the international press. We produce specific communication tools: booklet (and a leaflet for each winning film), logos on posters, insert titles and logo for digital prints, and promotion of Label films on Europa Cinemas materials (newsletters, publications and website). The booklet is distributed at festivals, during professional events, to the media and through mailings.
Through the partnership with the Cannes Film Market, launched in 2012, network exhibitors are able to enjoy free screenings of Label films via the Cinando platform.