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Coordinador EFA PRODUCTIONS GGMBH DE
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The EFA YOUNG AUDIENCE AWARD (YAA), an official category of the European Film Awards, was launched in 2012 to pay special attention to our young and, at the same time, future audiences of European cinema. This award category is dedicated to films especially addressing 12 to 14-year-olds, and is designed to educate and enhance their film literacy abilities, to introduce them to the world of European film culture and at the same time to experience the sentiment of being part of the European community.
In 2018 the award was presented for the 7th time: More than 2,000 European youngsters participated in the live event on 6th May, which took place in 43 cities in 34 countries. The three nominated films (GIRL IN FLIGHT, HOBBYHORSE REVOLUTION and WALLAY) were screened simultaneously in all participating cities across Europe to teenagers who served as a jury. Film education experts helped them to develop media literacy skills by analysing the films between the screening. After the third screening everybody casted their individual vote. During an online-streamed ceremony connecting all cities by video conference, teenagers from each country announced the results of their national votes and the overall winner (WALLAY) was announced winner of the EFA YOUNG AUDIENCE AWARD 2018 and received officially the EFA Statuette. The tremendous speed in which the event grew from 6 cities in the first year to 43 cities in 2018, shows that there is strong interest in quality films for this age group. At the same time, it appeared that most of the EFA YAA nominated films from the past editions were not accessible to the audience in most parts of Europe. EFA Productions and Under the Milky Way therefore joined forces to make the nominated films accessible for a broader viewership through a form of distribution that meets the viewing habits of its audience: VoD. Anyone in Europe who hasn’t had the opportunity to participate in the Young Audience Award event itself, will then be able to watch the EFA YOUNG AUDIENCE AWARD nominated films throughout the year, in every European country, with subtitles in every European language. The project includes not only the aggregation of the films from the current YAA edition, but also the collection of all 18 films from the past YAA editions. In 2018, EFA and Under the Milky Way started with the packaging of 10 YAA films. In the following years, the remaining 10 films and the respective current editions will follow*. Thus, in only a few years, a curated library of high-quality films for the European youth will be gathered and presented to the audience across Europe on a variety of transnational and national VOD platforms. Non-eligibility of Swiss films is a problem. The long-term goal is to establish the YAA as a quality label which will help young movie fans as well as their parents and teachers to find an appealing selection of European films of high quality. The YAA event and the promotion around it will raise interest in European films among young viewers who also represent the future audience for European films. *three YAA-Swiss films are not eligible under the CE-Scheme. |