Cannes Market Evolves: Talent-Driven IP and Theatrical Comeback Reshape Film Business

This shift reflects a broader empowerment within the industry, where creative professionals seek to retain ownership and greater control over how their work is marketed and monetized. This approach allows talents to maximize the value of their projects, securing better deals and protecting their creative vision.

The Cannes Market, Sutherland touched on the recent theatrical revival happening worldwide. After years of uncertainty and decline exacerbated by the COVID-19 pandemic, cinema-going has started to bounce back, though it faces stiff competition from at-home viewing. The theatrical revival is being supported by several factors, including a renewed appetite for communal film experiences, the release of highly anticipated blockbusters, and improvements in theater technology such as enhanced sound and visual quality. Sutherland pointed out that this resurgence offers a crucial avenue for filmmakers to reach audiences in a shared environment, which streaming alone cannot replicate.

He also noted that the theatrical revival has impacted the packaging and sales process. Films are now being tailored with theatrical potential in mind, even when a project is primarily destined for digital platforms. This dual focus means that the packaging strategy has to be more nuanced, accounting for different market needs and audience preferences across regions. Distributors and sales agents have to be more creative and flexible in how they present films, combining traditional theatrical marketing tactics with digital-first strategies to maximize a project’s reach and revenue.

Sutherland further highlighted how the Cannes Market itself has adapted to these changes. The market now offers a more extended period for meetings, negotiations, and promotional events to accommodate the intricate deals being forged. This expansion allows all parties involved—filmmakers, producers, distributors, and financiers—to carefully consider offers and partnerships. The longer timeline also provides space for talent to participate more actively in the packaging process, ensuring their interests are represented throughout the negotiations.