Sanne Juncker Pedersen is Head of the initiative ´Closer to the Audience´ launched by The Danish Film Institute in 2020. Backed by the funding scheme AudienceFocus she has worked closely with the Danish film industry and new partners to create innovation and progress within the field of audience research and audience awareness in development stage and pre-production. The Danish Film Institute has so far aided 35 projects, which among other things have studied audiences’ perspectives, feelings, opinions and considerations in relation to Danish
films in development or pre-production. In December 2021, she was also behind the launch of a new knowledge sharing platform ´About Audience´ at dfi.dk with the ambition to democratize access to as much knowledge and data about the Danish audience and the market as possible.