Europe Digital Talent Rise and Shine

ended

Europe Digital Talent – “Rise and Shine” (EDT) is a project to identify, distribute and promote 100% digital-native EU films on digital platforms in Europe and beyond. EDT is the continuation of the eponym project, supported by Creative Europe in 2020-21. Coordinated by VOD aggregator Under the Milky Way International (UMWI), EDT is the result of our 11 years of experience in digital distribution; working with 600 rights holders and a library of 6,000 films. Over the years, we witnessed the emergence of increasingly creative films, financed outside of traditional schemes, primarily intended for digital distribution. At the same time, we are experiencing radical changes in consumer habits; notably from audiences shying away from tv and theaters to digital platforms. Plus, these platforms are predominantly US; thus, shifting the control of exhibition in Europe away from EU-controlled interests, both public and private. We believe that the EU Film industry must live up to this challenge by offering an adapted answer both in terms of film creation and distribution. Its future competitivity and relevance depends on its capacity to harness emerging creative forces before they are reaped by the GAFAN. As a result, EDT relies on UMW’s capacity to identify “digital-native” talents whose films are produced outside of traditional circuits. UMW then ensures that these films reach the most prominent platforms in the world, supported by adapted marketing campaigns to effectively address audiences. In short, EDT will over the next 3 years: 1/ build an offer of 20 digital-native EU films, 2/ create and implement adapted marketing strategies, and 3/ coordinate direct-to-digital distribution around the world. The European dimension of EDT is both operational and political as it aims at renewing and promoting EU creativity and talents in Europe and beyond by relying on the long run on a new business model 100% digital and fully integrated in terms of production and distribution.