The Charm of French Cinema: A New Era of Collaboration
French President Emmanuel Macron’s recent commitment to bringing back “Emily in Paris” to France showcases the country’s determination to strengthen its cinema industry. During an exclusive interview with Variety , Macron emphasized the importance of retaining international productions within French borders, especially following the show’s recent journey to Rome .
At the heart of this initiative is the Choose France summit, held at the magnificent Château de Versailles on May 19. The event aimed to position France as an attractive location for investments, particularly in the cinema and audiovisual sectors. Notably, Netflix’s chief, Ted Sarandos, was among the elite stakeholders invited. This marked a significant pivot as the summit had primarily focused on investment in technology and infrastructure in previous editions.
Strengthening Bonds: U.S. and French Cinema
The timing of this summit was particularly meaningful given rising tensions between French and U.S. film guilds, especially after former President Trump proposed a 100% tariff on foreign films. These discussions became vital in light of preserving the relationship between industries amidst governmental changes.
Macron, who sat alongside influential figures like Sarandos, Mediawan CEO Pierre-Antoine Capton , and A24 co-founder Daniel Katz , led dialogues that centered around boosting France’s competitive edge. Discussions included calls to enhance tax incentives for international productions.
The Need for Financial Incentives
Currently, France offers a 30% tax rebate on local below-the-line expenses, which can rise up to 40% for visual effects conducted on French soil. However, Sarandos and others advocate for a broader eligibility that includes above-the-line costs such as actors’ salaries. This demand was met with a receptive response from Macron, suggesting potential changes could be on the horizon.
Raphael Benoliel , an executive producer who participated in the discussions, noted that the engagement was unprecedented since the rebate’s inception in 2009. He stressed the necessity for France to compete with nations like Italy and the U.K. , indicating that such enhancements would stimulate the national economy and support the film industry ecosystem, benefiting local crews and talent.
Investing in the Future of French Cinema
At the summit, Macron highlighted extensive investments, including €1 billion earmarked to develop filming infrastructures and train professionals in animation and visual effects as part of France’s 2030 roadmap . The French delegation also proposed that iconic locations like the Louvre and the Château de Versailles serve as attractive sets for future international productions.
To bolster international collaboration, the CNC (Centre National du Cinema) and France’s Mission Cinema put on a unique event in Cannes, showcasing the seamless integration and support provided to filmmakers working in France. This reinforced the message that French authorities are ready to assist filmmakers in overcoming challenges to ensure smooth production processes.
A Competitive Edge in Global Cinema
Alexia Laroche-Joubert , CEO of Banijay France , pointed out that while the U.K. might have more substantial tax benefits, many U.S. executives acknowledged that the British filming facilities were at capacity. Furthermore, the unique charm of French landmarks remains a significant drawing point. She challenged the notion that other countries could match France’s historical and cultural appeal, underscoring its unique advantages.
Laroche-Joubert recounted a conversation with Jamie Erlicht from Apple, who expressed that filming the historical series “Carême” in the U.S. would have cost significantly more than producing it in France. Such testimonials highlight the economic advantages of shooting in France, reinforcing Macron’s vision to make the country a preferred destination for filmmakers.
Maintaining Harmonious Relations
Despite some concerns from U.S. film guilds regarding France’s lobbying efforts, the atmosphere at the Choose France summit was one of cooperation. With major American players present, it appeared that both industries are keen to nurture a harmonious relationship moving forward. Sarandos shared his enthusiasm for the collaboration, indicating that he views France as integral to the future of cinema and storytelling .
Sarandos even took to Instagram to express his excitement about his French experience, signaling a positive rapport between Netflix and the French cinema. With plans for Netflix to further invest in Marseille , it’s clear that the partnership is expected to flourish in the coming years.
As the eighth edition of Choose France unraveled, optimism filled the air with 53 announcements translating to €40.8 billion in investments. This ambitious outlook lays the groundwork for a vibrant future in French cinema, aiming not only to revive its rich heritage but to also adapt and thrive in the evolving global film landscape .