Magazine article Screen International

Unifrance Eyes Growth

Magazine article Screen International

Unifrance Eyes Growth

Article excerpt

Boom in French films at Toronto complements the expansion plans of French promotion agency Unifrance.

French cinema is enjoying a boom at this year's Toronto International Film Festival, which hosts a record 41 French films.

French features make up around 15% of TIFF's lineup, more than any other international market.

The growth complements the expansions plans of French promotion agency Unifrance, according to executive director Isabelle Giordano.

"I want to be more aggressive in giving French cinema a greater presence in the international market place," Giordano told Screen.

The push includes a greater presence in North America, Asia and Europe at festivals, markets and through new events.

"We want to have a bigger presence at the AFM, the US exhibitors conference Show East and festivals like SXSW, who I am meeting today. In Asia, we see places like Busan as important growth areas."

"We want to organise more masterclasses at universities in the US, Asia and in Europe," she continued. "Young viewers don't see enough French films in the US so this is one way to be more proactive in that area".

According to Giordano, now is the perfect time to capitalise on a new wave of French commercial features. …

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