National and International Cultural Resonance as a Promotion Driver for European Markets’ Films

Abstract

European markets, while legally bound by specific standards, showcase a rich tapestry of cultural diversity and unique nuances. A key factor in the success of films produced in smaller European markets is cultural resonance (Nielsen et al., 2024). This cultural resonance is not just an artistic endeavour; it plays a fundamental role in the film industry by facilitating meaningful dialogue within national contexts. We argue that this resonance has dual potential both nationally and internationally that enhances the export potential and success of European small-market films beyond their domestic contexts.

To illustrate this argument, we present a qualitative case study of the Irish-produced (UK co-produced) film Kneecap (2024), which focuses on a music band from the North of Ireland and addresses the topic of the Irish language (Gaelic) and its relationship with British culture. The findings indicate four main elements of the Kneecap’s promotion strategy: 1) transmediality, 2) celebrity power, 3) tailored targeting, and 4) lack of promotional censorship. We contend that both the film itself and its promotional campaign exemplify effective practices in realising the duality of cultural resonance. 

In the discussion, we broke down the components of dual cultural resonance in our case study into three key elements: 1) inductive reasoning, 2) narrative credibility, and 3) ‘unfiltered’ promotional campaigns.

This proposal builds on research conducted under the EU Horizon 2020 project CRESCINE (ID: 101094988), which aimed to enhance the international competitiveness and cultural diversity of the small European film industry.