Distributors on the Move: Insights from Europa Distribution's Groundbreaking Programme featuring Elin Boijens and Giulia Amadio

In this special episode, Alex Stolz is joined by Elin Boijens (Searchers, Netherlands) and Giulia Amadio (BIM Distribuzione, Italy), two participants in Distributors on the Move, Europa Distribution’s pioneering professional exchange programme. Together, they reflect on the transformative impact of spending time embedded within each other’s companies and exploring the day-to-day realities of film distribution in a different market. 

Giulia and Elin dive deep into the structural and strategic contrasts between the Italian and Benelux cinema landscapes—from differences in audience behavior, cinema-going habits, and marketing approaches to infrastructure realities, dubbing vs. subtitling preferences, and the role of distributor-owned cinemas. They discuss the challenge of attracting younger audiences in Italy, the power of subscription models in the Netherlands, and how local market conditions influence everything from trailer design to influencer collaborations.

The episode also explores how each company tackled recent releases like The Apprentice and I'm Still Here, highlighting the nuances of political positioning, poster artwork choices, and physical event strategies. Listeners will get a behind-the-scenes look at what it means to build campaigns for niche vs. broad audiences, the growing importance of creator partnerships, and the limitations of using digital campaign data in territories without direct ticketing insight.

Offering a compelling case for greater cross-border learning and cooperation, Elin and Giulia speak to the intangible but powerful benefits of the exchange—how simply being in another distributor’s office and absorbing their team dynamics, workflows, and problem-solving approaches can inspire new thinking and lasting relationships. Through this process they suggest how shared challenges—and creative responses—can enrich the entire European film industry.

About Elin Boijens

Elin Boijens is the marketing coordinator of independent Benelux distributor Searchers. Her passion for promoting cinema started at various film theaters as well as children's film festivals and -education. Her background in exhibition provides her with valuable insights into the desires, needs, and obstacles for the moviegoing audience. As a young film marketing professional, Elin is thrilled to currently operate on the crossroads between arthouse and commercial films, challenged to reach an audience for the wide variety of films Searchers releases.

 

About Giulia Amadio

Giulia Amadio is a marketing officer at BIM Distribuzione, an independent film distributor based in Rome, Italy. With an academic background in cinema and filmmaking, she has cultivated her passion for film promotion through a variety of professional experiences at film festivals and creative agencies. These roles have provided her with a well-rounded perspective on the film industry, blending strategic communication with a strong visual sensibility. Giulia is passionate about working at the intersection of creativity and strategy, helping to bring distinctive and diverse films to an ever-growing, engaged audience.

 

About Europa Distribution and Distributors on the Move

Europa Distribution is the international association of independent film publishers and distributors, created in 2006. With around 130 leading independent distributors representing 32 countries in Europe and beyond, it acts as a network, a think tank and serves as the voice of the sector.

Distributors on the Move is designed to offer marketing professionals who work in film distribution an immersive experience in a company abroad. The aim is to help creating personal and professional connections between distribution companies and their employees and to enhance international collaborations based on specific necessities.