Six Maltese production companies have taken part in an Audience Design initiative organised by Arts Council Malta to help filmmakers better understand and connect with their audiences.
Held in Valletta this October, the programme was led by internationally recognised consultant Síle Culley, Director of the Audience Design Lab at the International Screen Institute in Vienna and an industry expert for Eurimages and Screen Ireland.
Bringing together producers and directors with projects at an advanced stage of development, the training explored what makes a story resonate with particular audiences. Participants examined their films’ themes, emotional appeal and distinctive qualities, considering how these insights could influence creative decisions, funding, marketing and distribution.
Luke Dalli, Executive Chair of Arts Council Malta, described the initiative as another step towards strengthening the skills and international readiness of Malta’s film industry.
An introductory online masterclass also gave the wider film community an opportunity to explore the Audience Design approach.
Lyona Xuereb Gatt, Head of the Domestic Film Development and Strategy Unit, said the programme forms part of a broader strategy to provide filmmakers with relevant expertise at different stages of their careers.
The initiative follows several activities introduced during 2026, including Unlocking Opportunities with Eurimages, the Co-Production Roadmap Masterclass, Malta’s first stand at the European Film Market during Berlinale and its first pavilion at the Cannes Film Festival.
Together, these efforts aim to strengthen Malta’s film industry through professional development, international collaboration and improved access to financing and industry connections.
Further opportunities for local filmmakers are planned.
For more information, visit Arts Council Malta.
