How Trump Captivated the World’s Most Glamorous Film Festival: A Behind-the-Scenes Look

France, known as the home of cinema, is stepping up efforts to bring foreign film productions to its shores. Recently, the French government held meetings in Cannes and Versailles as part of the “Choose France” initiative, where President Emmanuel Macron hinted at a €20 billion investment in various sectors, including film.

However, there’s a significant concern hanging over the film industry: the potential changes to the EU’s audiovisual media services directive (AVSMD). This directive mandates that streaming services like Netflix and Amazon invest in local productions. With the directive under review next year, there are fears that the U.S. could push for its weakening in trade talks with Europe.

Juliette Prissard, head of the producers’ association Eurocinema, voiced these worries, stressing that many in the industry share her concerns. “We fear that this directive could be part of tariff negotiations with the U.S.,” she stated, highlighting the anxiety at Cannes.

While European officials have not directly confronted U.S. threats regarding movie tariffs, they took the opportunity to reassure the industry. EU Culture Commissioner Glenn Micallef expressed the importance of keeping culture separate from trade disputes. “The culture sector should not be involved in these negotiations,” he said, emphasizing that it’s not an area for bargaining.

Commission Vice President Stéphane Sejourné took a stronger stance, noting, “Some in the U.S. seem to want to impose a single culture on us.” At a recent CNC event, he stress the need to uphold European content obligations across all platforms.

Recent studies show that the film industry in Europe contributes significantly to the economy, generating billions in revenue. Protecting local films not only promotes cultural diversity but also supports jobs in the creative sector. It remains to be seen how these negotiations will unfold, but the stakes are high for both sides.

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