Across the world, film festivals are facing two increasingly urgent challenges: Aging core audiences and difficulty attracting Gen Z, and Sponsors demanding measurable ROI — not just logo placement. These issues are often discussed separately. In reality, they are deeply connected. And the solution to both may lie in the same strategic shift.

A recent industry report by Film i Väst, “The Audience Isn’t Waiting—Are We Ready to Change?”, sends a clear message: audience behaviors are evolving fast, and the film industry—including festivals—must adapt to stay relevant. This blog gives a summary of the report’s seven key findings and how they relate to the future of film festivals.

The recent Guardian article highlighting backlash over the Oscars’ new compulsory viewing rule has reignited a long-standing concern in the film world: are jury members actually watching the films they’re rating? And more broadly—how can we trust any award outcome if we’re not sure the voters actually saw the films?