Leading experts of the global audiovisual industry met in Merano to evaluate far-reaching structural changes in the industry, focusing on funding models, the use of artificial intelligence, and international cooperation in production. The fourth edition of the Audio-Visual Producers Summit, held from 21 to 23 July at the Kurhaus venue, provided a valuable opportunity.
The event was organised by APA, the Italian association of audiovisual producers, supported by the Italian Ministry of Culture (MiC), the Italian Ministry of Foreign Affairs (MAECI), the Italian Trade Agency (ICE), the Autonomous Province of Bolzano/Bozen, the IDM Film Commission Südtirol in cooperation with the Producers Guild of America (PGA) and the Motion Picture Association (MPA), as well as PFX as a contributor.The industry’s most pressing challenges were at the heart of the three-day conference – and the urgent need for strong, coordinated action to strengthen the entire production system across all levels of the value chain will allow the industry to remain competitive. The clear message: only a systemic approach will allow the industry to stay competitive. The event drew high-profile guests from around the world, including Gary Lucchesi (partner & producer, PGA) and Emilie Anthonis (president & managing director EMEA, MPA).
Day 1 centred on economic aspects. Foreign capital has long been recognised as one of the key drivers, a fact clearly reflected in the steady increase in co-productions. National funding instruments and tax incentives are no longer sufficient. The panel titled “Tax Credit Schemes: A Comparative Approach” analysed the funding models in Italy, Germany, and Great Britain. While employing different mechanisms, all schemes pursue the same goal: fostering creativity and boosting quality. The individual regions play a key role here, seeing as their shooting locations, local talent, and infrastructure significantly contribute to a location’s value proposition.
Renate Ranzi, head of the IDM Film Commission Südtirol, made this very clear: “The AVP Summit in South Tyrol is an excellent opportunity to strengthen international co-productions and South Tyrol’s position. We see ourselves as a bridge between cultures and economies – not just between the north and the south or between Italy and the German-speaking regions, but also for everyone planning to take their productions to South Tyrol.” Last year, the IDM Film Commission Südtirol supported a total of 26 projects including eight international co-productions, underscoring South Tyrol’s appeal to international partners. The IDM Film Fund & Commission supports applicants during the entire funding process, no matter where the production company is based.
Benedetto Habib, CEO of Indiana Production, agreed: “Our long-standing cooperation has yielded excellent results. We were met with heartfelt hospitality and shot in a truly breathtaking setting.”
Day 2 focused on artificial intelligence and the opportunities and risks in a shifting environment. While AI shows significant potential when it comes to visual effects, it still involves significant cost to use it. Another concern is AI’s purely data-driven approach and its complete lack of empathy. This also raises pressing legal questions, especially in copyright, where no harmonised legislation exists at present. Individual states continue to act independently, highlighting the urgent need to build synergies. Nicola Serra (CEO, Palomar) explained: “The protection of intellectual property in Europe is fragmented, and AI further adds to this complexity. There are still many open questions. Market volume continues to decline. It will take stamina and perseverance, but in the end, each of us will be able to realise their full potential.”
How does the United States respond to these global challenges? The panel “Hollywood at the Crossroads: Adapt or Perish” casts a spotlight on the situation of the US film industry. The solution? Adapt or perish? There is a trend towards small-budget, independent productions to cover production costs, moving away from larger productions and franchise titles.
True to tradition since its very first edition, the Maximo Awards marked the close of the Audio-Visual Producers Summit. One of the honours went to Markus Frings (movie.mento) for the project Von Fock, a co-production by Zolba Production, Berghein Production, and the South Tyrolean companies movie.mento and Albolina Film. The international series was recognised for its effective collaboration of local talent and international partners from South Tyrol, Estonia, and Latvia.
Three days of intense debate, a shared vision, and one clear conclusion: forging international partnerships is the key to the audiovisual industry’s future.
