Navigating the UK Festival Circuit: Insights from Festival Directors at Cannes
Festival leaders from BFI LFF, Edinburgh, Leeds, and Glasgow share submission strategies and programming insights at the British Pavilion
The British Pavilion at the 78th Cannes Film Festival played host to an enlightening panel discussion last night, bringing together the creative minds behind the UK’s most influential film festivals. Directors from the BFI London Film Festival Kristy Matheson, Edinburgh International Film Festival Paul Ridd, Leeds International Film Festival Chris Fell, and Glasgow Film Festival Alison Gardner shared invaluable advice for filmmakers looking to navigate the increasingly competitive festival landscape.
Understanding Each Festival’s Unique Identity
One of the evening’s clearest takeaways was the importance of understanding each festival’s distinct programming focus before submitting.
“We receive thousands of submissions annually, but many filmmakers clearly haven’t researched what we actually program,” noted the BFI London Film Festival representative. “We’re looking for films that spark conversation and reflect our diverse audiences across London. Just being well-made isn’t enough—we want films that have something meaningful to say.”
Ridd, the CEO of the world’s oldest continually running film festival, emphasised its commitment to discovering new voices. “We pride ourselves on being a filmmaker’s festival. We’re particularly interested in bold first and second features that might not find space elsewhere,” shared their programming director.
Chris Fell highlighted festival’s strong focus on genre programming and international cinema, while Glasgow’s director Gardner emphasised their audience-focused approach: “We program for our audiences first and foremost. Glasgow audiences are incredibly engaged and enthusiastic, but they know what they like. We look for films that will resonate with them while still pushing boundaries.”
Submission Strategies That Work
The panel offered practical advice on how filmmakers can improve their festival chances:
- Timing matters: “Consider where your film would sit in our annual calendar,” advised Gardner. “We program differently for opening night, closing, and midweek screenings. Having realistic expectations about placement helps us envision where your film might fit.”
- Personal connections count: “Don’t underestimate the power of attending festivals as an audience member,” Fell suggested. “Programmers remember filmmakers who show genuine interest in the festival itself, not just those looking for a platform.”
- Be strategic with premieres: All panelists agreed that premiere status remains important, but they advised filmmakers to be realistic. “Not every film needs a major international premiere,” noted Matheson. “Sometimes a strong regional premiere at a festival that will truly champion your work is more valuable than burning premiere status at a larger festival where you might get lost.”
- Perfect your supporting materials: “Your submission is more than just the film,” Ridd emphasised. “We notice thoughtful, concise director’s statements that articulate clear intentions. Avoid generic language about ‘universal themes’ and instead tell us specifically what your film is exploring.”
Building Festival Relationships Beyond Screenings
The panel emphasised that filmmakers should view festivals as relationship-building opportunities rather than just screening platforms.
“We’re increasingly focusing on talent development programs,” shared the Matheson. “When we identify promising filmmakers, we want to nurture that relationship across multiple projects. Showing you understand that festivals are cultural organisations, not just distributors, makes a difference.”
Ridd highlighted their industry connections: “We actively connect filmmakers with distributors and sales agents. Filmmakers who come prepared with clear goals for these meetings tend to get the most value.”
Gardner noted their focus on audience engagement: “Filmmakers who genuinely enjoy connecting with audiences thrive at our festival. Some of our most successful screenings involve directors who can speak authentically about their work without being overly academic.”
Regional Festivals’ Growing Influence
A surprising theme that emerged was the increasing importance of regional festivals in the UK film ecosystem.
“The landscape has changed dramatically,” observed Fell. “Regional festivals like ours are no longer just stepping stones to London. We offer different audiences, different press opportunities, and often more personal attention to filmmakers.”
Gardner added: “We’ve seen films launch their UK journey with us and build momentum that carried them to commercial success. Distributors increasingly recognise that testing films with enthusiastic regional audiences provides valuable data.”
Post-Pandemic Adaptation
The panel also addressed how UK festivals have evolved following the pandemic.
“We’ve retained elements of our digital offerings,” shared Matheson. “This hybrid approach allows us to reach audiences across the UK, not just in London. For filmmakers, this means potentially wider exposure.”
Edinburgh noted that they’ve become more curatorially focused: “With fewer slots post-pandemic, our programming has become even more selective. This means we’re looking for films that truly stand out rather than solid but conventional work.”
Closing Advice for Emerging Filmmakers
The panel concluded with direct advice for emerging filmmakers:
“Watch the films that have succeeded at our festivals,” advised the Matheson. “Understanding our curatorial perspective gives you valuable context for whether your film might be a good fit.”
Ridd encouraged authenticity: “We can spot films made to ‘game’ the festival system versus those made from genuine creative vision. The latter almost always resonates more strongly.”
Leeds emphasised the importance of persistence: “Many filmmakers who are now staples of our festival faced rejection initially. Keep making work, keep submitting, and keep refining your voice.”
Gardner closed with practical wisdom: “Remember that festivals are about more than just screening your film. They’re about building a sustainable career. Approach each festival thinking about the relationships you want to build, not just the audience for this one project.”
For filmmakers navigating the complex ecosystem of UK film festivals, the message was clear: research thoroughly, submit strategically, and view festivals as long-term relationship opportunities rather than mere validation or exposure platforms.
As the British film industry continues to punch above its weight on the global stage, these festival directors made it clear they’re actively looking for new voices—but filmmakers who approach the process with preparation, research, and realistic expectations will always have the advantage.
This article is based on a panel discussion held at the British Pavilion during the 78th Cannes Film Festival.
Editor in Chief of Ikon London Magazine, journalist, film producer and founder of The DAFTA Film Awards (The DAFTAs).
