Actor Hussein Fahmi, President of Cairo International Film Festival, and Critic Mohamed Tarek, Artistic Director of the festival, participated today in the Forward-Looking Session of the International Federation of Film Producers Associations (FIAPF), held within the framework of the Marché du Film at Cannes Film Festival.
The session was held under the title « Festivals as Audience Drivers » and opened up a discussion on the practical evolution of festivals to become true audience drivers, going beyond their traditional role as exhibition platforms. It explores mechanisms for stimulating sustainable attendance, attracting young audiences, and establishing loyal cinema fanbases, alongside enhancing local engagement and activating the role of festivals as connecting links between cinemas, filmmakers, and communities.
The list of speakers and moderators in the session included: Benoit Ginisty, Chief Representative of the International Federation of Film Producers Associations, and Florence Giraud, Senior Festivals Manager at the International Federation of Film Producers Associations, alongside representatives of a number of major film festivals that are members of FIAPF.
Commenting on this participation, Actor Hussein Fahmi stated: « Film festivals have transitioned from exhibition screens to becoming fundamental drivers for creating a sustainable connection with the viewer. At Cairo International Film Festival, we strive to attract youth and build a true fanbase that interacts with cinema as an authentic part of its culture and life experience. »
He added: « My constant feeling has always been that the audience in Egypt perceives Cairo International Film Festival as dedicated to the elite. Therefore, my efforts throughout the years I assumed the presidency of the festival, have focused on bringing the audience closer to cinema and films, to move past the idea of it being limited to the elite. »
Meanwhile, Artistic Director Mohamed Tarek said: « The power of festivals today lies in their ability to act as an active connecting link between creators, cinemas, and local communities. Our participation in this session aims to exchange visions on enhancing this interaction and transforming festivals into vibrant spaces that support the industry and meet the aspirations of new generations of audiences. »
*About the Cairo International Film Festival*
The Cairo International Film Festival is held annually under the auspices of the Egyptian Ministry of Culture and is classified as one of the oldest cinematic events in the Arab world and Africa. It stands out as the only festival in the region registered in Category (A) by the International Federation of Film Producers Associations (FIAPF). The festival represents a major platform for supporting and evaluating the international film industry, providing a vital space for the convergence of cultures and the exchange of cinematic expertise.
