Disentangling economics and culture in European policies for cinema: what can we learn from Portugal and non-commercial exhibition?

Abstract

ABSTRACT Policy orientations by the European Union foreground the need to attend to peripheral territories (especially non-dense urban areas), as they combine multiple socioeconomic and cultural asymmetry factors. This applies to cinema, in-between market- and cultural-driven logics, and film exhibition in particular. Theatrical exhibition in Europe remains concentrated in urban multiplexes, where US blockbusters largely dominate, and although the majority of the films released are European, US films account for the majority of admissions. This paper results from an ongoing research about non-commercial exhibition in Portugal. We will present an overview of the European framework and then an outline of the Portuguese cinema policy settings. This overview will contribute to the clarification of the (minor) place and (high) importance of the cultural dimension of film exhibition, especially the role of non-commercial exhibition, an invisible segment in most official data and reports, although strategic to countering cultural inequalities and homogenisation.