Our EFM 2025 Takeways
usheru was delighted to once again attend the European Film Market (EFM) in what was this year a chilly, snow-covered Berlin! usheru CEO and co-founder Oliver Fegan, and Business Development Consultant Agustina Lumi, had the pleasure of meeting with many clients, partners, industry peers and thought leaders. We were delighted to play a part in the overall EFM marketplace of ideas.
It’s clear that now the stage is set for a lot of ongoing innovation in the film industry with wider knowledge of and openness to the ways that AI and technology can support filmmaking rather than overwrite it.
Here are some of our top takeaways from this year’s event
AI: Lots of Buzz, Some Reflections
Artificial Intelligence was a dominant topic across panels, discussions, and showcases. A standout highlight was the EU policy panel on AI, which explored regulatory approaches and the technology’s impact on the industry. Beyond policy, we saw a lot of buzz for new AI applications from startups, scale-ups, and established companies—offering solutions ranging from box office predictions to AI-assisted content creation. Here at usheru, we are actively integrating AI into our European Union-funded project, Unlock The Community 2, to enhance audience engagement and market insights.
Knowing Your Audience: More Important Than Ever
Our panel, From Idea to Audience: Testing, Marketing, and Financing Your Film, in partnership with EFM, had a full house and strong engagement. The discussion focused on the growing need for producers and filmmakers to start marketing earlier in the process. Agustina Lumi hosted and led the discussion, joined by panelists Tom Grievson (CMO, Hanway Films), alongside usheru’s CEO and co-founder Oliver Fegan. The panel shared insights on data-driven audience building and financing strategies for independent films. The key takeaway? Great films deserve their audience, and leveraging data can help create demand from the outset.
Innovation is Crucial for Independent Film Success
We were delighted to participate in the Screen International Berlin Roundtable, debating the outlook for independent films with other leading executives. With global box office projections set to rise to $32.7bn in 2025 (still below pre-pandemic levels) it’s clear independent films need new strategies to compete. Discussions highlighted the importance of direct audience engagement, innovative distribution models, and a willingness to break away from traditional marketing and exhibition methods.
Key Industry Trends:
- France remains a stronghold for local cinema, with French films taking a 44.4% market share in 2024, compared to 6.9% for UK indies.
- Saudi Arabia and Nigeria are emerging markets to watch, with local films outperforming Hollywood titles in some cases and gaining international traction.
- Independent films need better access to exhibition opportunities. Major cinema chains remain hesitant to program smaller titles unless they come with significant backing and promotional support.
- First-party data and direct audience relationships are key. As we like to say, “making films is art, but selling films is e-commerce.” Distributors and filmmakers must adopt audience-first strategies similar to successful tech companies.
The Path Forward
The overarching message from EFM 2025: The film industry is evolving rapidly, and independent filmmakers and distributors must adapt to stay ahead. Whether through AI-driven insights, innovative marketing approaches, or a deeper understanding of audience behavior, those who embrace change will thrive in the years to come.
Berlin, as always, delivered an inspiring and insightful market, and we look forward to returning again next year!
