Jo Mühlberger began working for European Film Promotion (EFP) in 1998 after working for the Berlinale, the European Film Market and Filmfest Hamburg. As EFP’s Deputy Director he is part of the strategic team within EFP, developing activities to promote the spirit of European cinema and talent around the world, representing the organisation at various international events. He is a skilled mechanic and has a university degree as sociologist.
TFV: How did you enter into the film business?
Actually, by pure chance. I had run out of money to pay my rent and a friend of mine worked at the Berlinale. I asked her if they happened to have a job at the festival, perhaps at the cinema box office or so. Eventually, I ended up working for the accreditation of international professionals. This is how I got “infected”!
TFV: What are the most challenging issues for the European Film Industry?
The dramatic change of the film industry seems to be the biggest challenge right now. Having said that, Europe with its diverse national film industries has the power to get together on a pan-European level to find smart solutions, not only in terms of surviving but to come up with innovative strategies.
TFV: The European Film Promotion role is often misunderstood; what is the specific objective of EFP? And how do you measure the success of your activities?
Indeed – “Film Promotion” needs to be explained a little more. Basically, EFP represents the diversity of all European countries. We promote and support European films and help with the network of European talent internationally, in particular in and to territories outside of Europe. We do not license and sell European films but financially assist world sales companies, for example, as an institution so that our films from Europe can be enjoyed all over the world. With our focus lying on B2B, we therefore work in collaboration with international film festivals and markets as they are powerful promotion platforms.
TFV: European Film Promotion has a strong presence in Toronto? What are some of its key activities and what results do you hope to obtain in Toronto?
EFP’s EUROPE! Hub at the festival center in the Hyatt is the main backbone of our presence at TIFF, a meeting point for “all things European”. Centrally located, many national film institutes but also sales companies use the Hub for meetings with international clients and partners. In addition, Eurimages is with us as well, so anyone who wants to get in touch with Europe can find the right people to talk to at our place. The annual EUROPE! Cocktail as networking event unites the international and European industry after business hours to highlight and celebrate European cinema in a relaxed atmosphere. To fly the flag for European films in its diversity, it is essential these days to keep on maintaining but also forging new industry connections. This creates trust which is precisely our mission.
TFV: What other festivals will EFP be attending this year? And does each festival which the EFP attend, have a different focus?
Our next festival stopover is in fact Hamburg, our hometown where we connect European producers. This is followed by another EUROPE! Hub for 25 European world sales companies at the Asian Contents & Film Market in the framework of the Busan International Film Festival in October. Later in October, EFP will attend the El Gouna Film Festival in Egypt to present the Arab Critics’ Award for European Films in co-operation with the Arab Cinema Center and the festival. 75 Arab film critics from 16 different regions watch 25 European titles with an award waiting for one film. This raises the overall awareness of European cinema in the Arab world. Our last festival stop-over for this year is the Seville Festival in Spain for a group of young directors as part of our Future Frames: Generation NEXT of European Cinema programme. After that, we can take a deep breath, evaluate and start prepare our upcoming programmes in Sundance, Berlin, Hong Kong and Cannes amongst others.
