Major film studios are reportedly adjusting their approach to premiering films at festivals. This year's Berlinale festival, featuring over 200 films, does not include any studio-backed movies. This trend extends to other major acclaimed studio films in 2025, which have largely bypassed the festival route, with Paramount's Mission: Impossible – The Final Reckoning being an exception at Cannes.
Reasons for the Shift
Berlin festival director Tricia Tuttle suggests that this trend reflects a broader industry shift, noting a 'nervousness' among studios in a challenging marketplace.
Studios express concern about early reviews from festival critics potentially jeopardizing a film's marketing campaign before its official launch. A studio marketing executive confirmed that festival launches introduce risk, as audience and critic reactions are unpredictable. Negative reception can significantly hinder a film's promotional efforts.
Festival Outcomes: A Mixed Bag
The trend is partially linked to the 2024 Venice festival premiere of Joker: Folie à Deux, which received negative reviews and underperformed financially, contrasting sharply with its predecessor Joker. Other films like Warner Bros.' Furiosa: A Mad Max Saga and Horizon: An American Saga, which premiered at Cannes, also experienced lower-than-expected box office results despite receiving standing ovations.
However, festivals are not solely responsible for commercial outcomes. Beetlejuice Beetlejuice, which opened the 2024 Venice Festival, was praised by critics and achieved significant box office success. The final Mission: Impossible movie also performed well after its Cannes debut.
Enduring Relevance and Evolving Marketing
Despite these shifts, the festival route remains important for many studio-backed auteurs such as Yorgos Lanthimos and Bong Joon Ho. The 2024 Berlinale hosted world premieres for Bong's Mickey 17 and Linklater's Blue Moon.
The cautious approach by major studios may also be influenced by evolving marketing strategies, with social media campaigns increasingly driving ticket sales over traditional festival publicity. Festivals like Berlin and Cannes have adapted by securing sponsorships with TikTok.
For most independent and international releases, festival premieres remain crucial for gaining exposure, critical recognition, and global media attention, often making the difference between success and obscurity.