5 February 2014 5:03 AM, PST | Variety - Film News | See recent Variety - Film News news »

Networking. Audience outreach. Opening up new markets. They sound like key words in an Mba program catalog, but those are three of the mandates of European Film Promotion.

Founded in 1997, Efp is an international web of orgs from 34 European countries promoting and marketing the continent’s cinema around the world. But the challenges that Efp faces go beyond putting up a stand at Berlin. Reaching new and young audiences, creating opportunities for producers to initiate co-productions, supporting marketing and sales and finding audiences for European films in emerging markets are its priorities.

The sexiest program that Efp backs is Shooting Stars, which spotlights 10 actors and puts them in the middle of the international film business at the Berlinale through panels and meetings with casting directors, producers, directors and the press. There’s also a Shooting Stars channel on YouTube.

Three of the Stars have U.S. agents — Brit George Mackay »

- Carole Horst

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